UNIT 4

MEDIA AND SOCIAL INSTITUTION

• 1. News Media

• 2. Media and Education

• 3.Media and Occupation

• 4. Media and Religion

• 5. Cinema and Society

News Media
• Prominent journalists have given their own definitions of news. Some of these
definitions are listed below:

• Stanley Walker (New York Herald Tribune) – “News is more unpredictable than the
wind. Sometimes it is the repetition with new characters of tales as old as the
pyramids and again it may be almost outside the common experience.”

• Joseph Pulitzer (St. Louis Post Dispatch and New York World)-“Original, distinctive,
romantic, thrilling, unique, curious, quaint, humorous, odd and apt to be talked about.”

• Charles A. Dana (Editor, New York Sun)-“Anything that will make the people talk.”

• Arthur McEwan (Editor, San Francisco Examiner) – “Anything that makes the reader
say,’ Gee! Whiz!”

• John Chancellor (Correspondent, NBC News)- “News is a chronicle of conflict and

change.”

• Turner Calledge-“News is anything you did not know yesterday.”

News Media
• News media refers to the various means of communication that are used to
disseminate news and information to the public. This can include print publications
like newspapers and magazines, broadcast media such as television and radio, and
digital platforms like websites and social media. News media plays a crucial role in
informing the public about current events, issues, and developments at local, national,
and international levels.

• Here are some key aspects of news media:

• Types of News Media:

• Print Media: Newspapers and magazines that provide written news articles and
features.
• Broadcast Media: Television and radio stations that deliver news through audio and
visual formats.
• Digital Media: Websites, blogs, and online news outlets that publish news articles,
videos, and multimedia content.
• Social Media: Platforms like Twitter, Facebook, and Instagram, where news is shared,
discussed, and sometimes created by users.
News Media(Role and Functions)
• Role and Functions:

• Informing the Public: News media serves as a primary source of information, keeping
the public informed about current events, politics, economics, culture, and more.

• Watchdog Function: The media acts as a check on government and other powerful
institutions by investigating and reporting on wrongdoing, corruption, and abuse of power.

• Facilitating Public Discourse: It provides a platform for public debate and discussion on
important issues, allowing citizens to engage with various perspectives.

• Entertainment: Some forms of news media, especially broadcast media, also offer
entertainment programming alongside news content.

• Journalism Ethics: News media is expected to adhere to ethical principles such as

accuracy, fairness, objectivity, and impartiality. Ethical journalism helps maintain public
trust in the media.
Challenges and Issues:
• Challenges and Issues:

• 1. Fake News: The spread of false or misleading information, often

facilitated by social media, is a significant concern.

• 2.Bias and Sensationalism: Some media outlets are accused of bias

or sensationalism in their reporting, which can impact the quality of
news.

• 3. Economic Challenges: Traditional print media has faced

economic challenges due to declining advertising revenue and
competition from digital platforms.

• 4. Credibility: Ensuring the credibility and trustworthiness of news

sources is an ongoing challenge.
• 5. Media Literacy: With the rise of digital media, media literacy has become
crucial. It involves the ability to critically evaluate news sources, identify
misinformation, and understand how media can shape perceptions.

• 6. Ownership and Media Concentration: Concerns about media ownership and

concentration of media outlets in the hands of a few conglomerates have
implications for media diversity and independence.

• 7. Global Impact: News media has a global reach, with international news
organizations covering events worldwide and influencing global perceptions and
policies.

• In recent years, the landscape of news media has evolved significantly, with digital
platforms playing a more prominent role and changing the way news is produced,
consumed, and shared. This dynamic environment has also brought about new
challenges and opportunities for journalism and the public's access to information.
Media and Education:-

• Education is the process of learning and knowing, which is not

restricted to our school text-books. It is a holistic process and
continues through our life. Even the regular happenings and
events around us educate us, in one or the other way. It would
not be an exaggeration to say that the existence of human
beings is fruitless without education. An educated person has the
ability to change the world, as he/she is brimming with
confidence and assured of making the right moves. It Makes
Better Citizens, Ensures A Productive Future, Opens New Vistas,
Spreads Awareness, Helps In Decision-Making, Bolsters
Confidence.
Media and Education:-

• The role of media in education is evident today by the

number of computer labs, television sets and libraries that
have become part of curriculum in most schools today.

• Media comes in different forms and each form affects the

way students learn and interpret information. Media has
brought the world closer (globalization) so that now students
from different universities in different parts of the world are
connected through a simple internet connection. Amidst the
information revolution mass media has become such a
massive part of our lives.
Role of Mass Media in providing
Education
• Mass media :- Television programs, internet web sites, feature-length films,
newspapers, music tapes and CDs, magazines, billboards, radio programs: essentially,
a tool/technology which is used by someone to transmit message to a large external
audience is called mass media. John Dewey stated that education could not be limited
within teacher and taught without social environment. So mass media is one such
potent force in the social environment of education. Through modern electronic
techniques and technologies, mass media prove that education is, really
comprehensive not confined within four walls of the classroom.

• Really, mass media are the educational medium for the mass and mass education.
Irrespective of caste, color, geographical, sociological, economical diversities mass
media prove as an important means for the education to all.

• Mankind gets a great deal of information from the widespread mass media i.e.
newspaper, TV, radio, magazines, journals, films, etc. It is estimated that mass media
may substitute the real classroom teaching in future.
Functions of Mass Media
• 1) Providing Information: These media help in disseminating information for the mass.
People acquire different knowledge very quickly.

• 2) Providing vocational information: Media help in providing vocational and

professional information to larger group of the community.

• 3) Spreading awareness and civic responsibility: People can be aware of different

problems of the society and their role in changing society through mass media. People
know their rights and duties for the nation clearly.

• 4) Educational programmed: Mass Media help in forming suitable habit for different
programmers and they utilize their leisure time in a productive way. It also influences the
behavior of the people through different programmers.

• 5) Role as a non-formal agency: Now in an advanced society mass media are not
treated as informal agencies of education. They are called non-formal agencies due to
its wide coverage of educational items in a systematic way. It is viewed that these media
can substitute the classroom teaching in future.
Mass media for rural education and
environmental awareness
• Using mass media for rural education and environmental awareness can be
a powerful tool to reach and educate people in rural areas. Rural
communities often have limited access to traditional educational resources,
so utilizing mass media can help bridge this gap and promote environmental
awareness. Here are some ways to achieve this:

• 1. Radio Broadcasts:

• Radio is a highly effective medium for reaching rural populations, as it

doesn't require access to the internet or electricity. Local radio stations can
broadcast educational programs and discussions on environmental issues.

• Create radio programs featuring experts, community leaders, and local

residents discussing topics such as sustainable farming practices,
conservation, and wildlife protection.
Mass media for rural education and
environmental awareness
• 2. Television Shows:

• Collaborate with local television stations to produce and broadcast

educational shows focused on rural life and environmental
conservation.

• Include documentaries and feature stories on successful

environmental initiatives in rural areas to inspire and educate viewers.

• 3. Community Newspapers and Magazines:

• Publish articles and stories about rural education and environmental

issues in local newspapers and magazines.

• Highlight success stories from rural communities that have

implemented sustainable practices or conservation efforts.
Mass media for rural education and
environmental awareness
• 4. Mobile Apps and SMS Services:

• Develop simple mobile applications or SMS services that

provide rural residents with educational content on
environmental topics.

• Send out regular updates, tips, and reminders to subscribers.

• 5. Community Workshops and Seminars:

• Organize workshops and seminars in rural areas to complement

mass media efforts. These events can provide hands-on
learning experiences and foster community engagement.

• Invite local experts and NGOs to facilitate these events

Mass media for rural education and
environmental awareness
• 6. Social Media and Online Platforms:

• While access to the internet may be limited in some

rural areas, some residents may have smartphones or
intermittent connectivity. Utilize social media platforms
and websites to share educational content.

• Create and maintain social media pages dedicated to

rural education and environmental awareness, where
people can access resources and engage in
discussions.
Mass media for rural education and
environmental awareness
• 7. Collaboration with NGOs and Local Organizations:

• Partner with non-governmental organizations (NGOs) and local community

groups that are already working on environmental and educational initiatives
in rural areas.Pool resources and expertise to maximize the impact of mass
media campaigns.

• 8. Interactive Programs:

• Develop interactive programs, quizzes, and contests related to

environmental awareness that can be broadcast through various mass
media channels. Offer prizes or incentives to encourage participation.

• 9.Local Language Content:

• Ensure that all content is in local languages and culturally sensitive to

resonate with the rural audience.
The Role of Social Media in
Education Life
• Social media has played a significant role in shaping and influencing education
in various ways. It has both positive and negative impacts on students'
educational experiences, teachers' professional development, and the overall
learning environment. Here are some key aspects of the role of social media in
education:

• 1. Access to Information: Social media platforms provide students and

educators with easy access to a vast amount of information. They can follow
educational pages, join groups, or subscribe to channels that share relevant
content, keeping them updated on the latest developments in their fields.

• 2. Collaborative Learning: Social media facilitates collaborative learning

through discussion forums, group chats, and collaborative document sharing.
Students can connect with peers to discuss assignments, exchange ideas, and
work on projects, regardless of geographical boundaries.
Implementation of Social Media Into
Education Life
• 3.Professional Development: Educators can use
social media to engage in professional development.
They can participate in online communities, follow
experts in their field, and share resources, which helps
them stay current and improve their teaching practices.

• 4. Global Learning: Social media enables global

learning experiences. Students can connect with peers
and experts from around the world, gaining diverse
perspectives and insights that enrich their education.
Implementation of Social Media Into
Education Life
• 5. Enhanced Communication: Teachers can communicate with students
more effectively through platforms like Facebook Groups or WhatsApp,
providing updates, sharing resources, and answering questions. This
improves the teacher-student relationship and fosters a sense of community.

• 6. Personalized Learning: Social media algorithms can be used to curate

educational content tailored to individual interests and needs. This
personalization can help students access resources that align with their
learning goals.

• 7. Online Courses and MOOCs: Many educational institutions and

organizations offer online courses and Massive Open Online Courses
(MOOCs) through social media platforms like Coursera, edX, and LinkedIn
Learning, expanding access to education.
7 promising career options in the
media industry:
• 1. Career as journalist

• Here you can choose between print, electronic or online

media. You can become a journalist or a news anchor
for TV or Radio. A print, broadcast or online journalist
presents news on television, radio, newspapers,
magazines or on news websites. The broadcast area –
the role of a news anchor has a glamour quotient
attached! Their main work profile is to compile all news
and present it in a simple but effective manner.
7 promising career options in the
media industry:
• 2. Career as advertising professional

• Advertising is about brand communication. And, the

purpose is to sell. It’s like you’re talking to someone,
convincing him/her to buy your product. In this case, it
may also be in an online ad too. You’ve just got to
remember that no matter what medium you use,
you’ve got to be persuasive, you’ve got to be liked,
and you’ve got to make sense to the consumer.
7 promising career options in the
media industry:
• 3. Career as Public Relations: Public relations involves monitoring and
evaluating public attitudes and maintaining mutual relations and
understanding between an organisation and its publics, which could
include shareholders, government, consumers, employees and the
media.

• Public relations managers are in demand in all media houses, big

corporates and even in public and private sectors. They are responsible
for brand building and effective communication. Public image is
important to all organisations and prominent personalities. Here, a recent
entrant is celebrity management. Many hotels, travel agencies and
private consultancy firms hire PR managers to build an image for their
companies and to increase clientele.
7 promising career options in the
media industry:
• 4. Marketing/ brand professional:

• Marketing and advertising careers are just as dynamic and diverse. is a

form of communication between brands and their customers with the goal of
selling the product or service. You get into the planning and execution of
marketing plans for many leading Indian and international brands. Marketing
careers are ever-evolving with the growth of new media and online
opportunities. The world of advertising also has to keep up with the times
and provides a stimulating and fertile environment.

• The career options are: Marketing Executive/ manager/ director or you

could be a brand manager too.

• With the onset of technology, the digital marketing landscape has emerged
and you can fit yourself here too.
7 promising career options in the
media industry:
• 5. Career as script writer:

• With television serials grabbing eyeballs and ads trending, many young people
do want to get into such creativity.

• You can become a script writer. We all know that a script is the soul of any
programmer or movie. We can’t imagine any TV show, movie or even an ad
without a good script.

• A script writer is not even responsible for writing script but also responsible for
developing storyline, creating characters and write dialogues. To become a good
script writer one has to be a good observer and learner, and should have the
ability to develop ideas from day-to-day life to unfurl the requirement of the story.
The success of any movie or TV show depends on upon how well the script is
written.

• So, if you think you have the creative streak, go for it!
7 promising career options in the
media industry:
• 6. Career in events management

• Event management is a fast moving industry today, with events being hosted
almost daily – like weddings, musical shows and so on. So, making a career in
event management is a good choice.

• Organising a perfectly synchronized, well-planned, well-conducted and

memorable event, requires the supervision and services of well-trained and
experienced event professionals.

• The success of an event manager depends on upon how well he organises the
event and how effectively he is able to achieve both event and marketing
objectives.

• The roles that you can take up are — marketing and planning of the event,
operations and logistics and even handling the PR for the event. It will keep you
on your toes, for sure.
7 promising career options in the
media industry:
• 7. Career as a content writer:

• A website writer or web writer is a person who specialises in

providing relevant for websites. Every website has a specific target
audience and requires a different type and level of content. The
content should contain words (key words) that attract and retain
users on a website.

• This involves writing content for online sites on a variety of topics. It

may also involve creating blogs and maintain a regular flow of
content to different blogposts. Content writers produce the content
for many different types of websites, social networks, e-commerce
sites, news aggregators and college/company websites.
Cinema and Society:

• The positive effects of movies on human behavior;

• People often love human watching and discussing movies. The

cinematography is just like music or hobbies, a vital part of their lives.
Watching a movie can either make your life better, destroy it, or have a
neutral or no impact. In today’s world of OTT Platforms, some of the most
popular genres of cinema/ movies today are Anime, Drama, Comedy,
Horror, Fantasy, Action. Each of these genres of movies can have both
positive and negative impacts on young people. But, there is no universal
opinion as to whether watching movies has more pros or cons. While
some studies indicate that violent films make people aggressive and
dangerous, other surveys highlight the benefits of showing some specific
films to students.
Some instances of how movies can
be beneficial to watch:
• 1] Violence Reduction:

• The most popular genre of film nowadays is drama. Youth loves movies about rumours,
intrigues, violence, relationships, bullying, etc. Many characters become role models,
which means that children begin to imitate their actions and behaviours. Movies help
youngsters to see the difference between good and evil. Many films can also help to
make the right decisions and think independently.

• 2] Educational Importance

• Students who skip school or drop classes can see the outcomes of such actions in
many modern educational films. Most of the miserable or unemployed people in movies
don’t have a good background in education. Youth seem to listen more to what they say
on TV than their parents, family, or friends. Filmmakers have sufficient power to impact
the minds of the young population. And by watching movies that emphasize the
importance of education, teens begin to realize the actual value of learning.
Cont.

• 3] Critical Thinking

• A lot of movies have important life lessons. For

example, science-fiction movies can also inform
young audiences. It’s easier to understand how
different things work when you can imagine them, and
by visualization, students memorize what they need to
learn better. That’s why if you’re having trouble
understanding some science topic, you can choose a
movie that explains this issue implicitly or explicitly.
negative impact of cinema on society

• 1. Addiction to drugs.

• 2. Vulgarity.

• 3. Unsocial behavior.

• 4. violence.