Understanding Media-Class 7

Media refers to all means of communication, everything ranging from a phone call to the evening news on TV can be called media. 

TV, radio, and newspapers are forms of media. Since they reach millions of people across the world they are called mass media. 

Media is the plural form of the word ‘medium’ and it describes the various ways through which we communicate in society.

Media and Technology

Life without media is difficult. Cable TV and the Internet are recent phenomena.

Both print media and electronic media have played an important role in social change.

Changing technology or machines help media to reach more people.

Television has enabled us to think of ourselves as members of the global people.

Media and Money

The different technologies that mass media use are expensive.

In a news studio, it is not only the newsreader who needs to be paid but also a number of other people who help put the broadcast together.

A lot of money is spent on getting the latest technology. To meet this cost, it needs money.

Media thus has come to be owned by big corporate.

Media, therefore, uses advertising as a tool to raise revenue.

Media and Democracy

Media plays a very important role in providing news and discussing events taking place in the country and the world.

New stories of media inform people about important events in the country.

Some important ways by which people can take about important events in the country are organizing public protests, starting a signature campaign, etc.

Setting Agendas

The media also plays an important role in deciding which stories to focus on.

By focusing on particular issues, it influences and shapes our thoughts. It is said the media sets the agenda for people. The significant role that media plays in influencing us by influencing our thoughts, it is commonly said that the media ‘sets the agenda’. 

Very recently, the media reported alarming levels of pesticides in cold drinks. This report led to safety standards being set for colas.

Media plays a very important role in our lives as it tells us about working of the government.

Freedom of expression should be given to media to report events independently.

How media and money are interrelated?

Answer: The different technologies that mass media use are expensive. In a news studio, it is not only the newsreader who needs to be paid but also a number of other people who help put the broadcast together. The technologies that mass media use keep changing and so a lot of money is spent on getting the latest technology. Due to these costs, the mass media needs a great deal of money to do its work. Thus, mass media is constantly thinking of ways to make money. As a result most of the media are owned by corporates. They use the advertising of their products to influence the people through the media. Various Media get money through this process. 

In what ways does the media play an important role in a democracy?

Answer: Role of media in a democracy are:

• In a democracy, the media plays a very important role in providing news and discussing events taking place in the country and the world. It is on the basis of this information that citizens can, for example, learn how government works.
• It also criticizes the unpopular policies and programme of the government.
• It forms the public opinion.
• It raises issues and problem related to common people.
• It also acts as reminder for the government about their promises.

How does technology affect the media industry?

Answer: Changing technology, or machines, and making technology more modern, help media to reach more people.

 It also improves the quality of sound and the images that we see.

It also changes the ways in which we think about our lives. 

Technology allowed the media to reach people around the world faster and in a productive manner.  

For example, today it is quite difficult for us to think of our lives without television. Television has enabled us to think of ourselves as members of a larger global world. Television images travel huge distances through satellites and cables. This allows us to view news and entertainment channels from other parts of the world.

The media ‘sets the agenda’. What kind of effect does this have in a democracy?

The media also plays an important role in deciding what stories to focus on, and therefore, decides on what is newsworthy. By focusing on particular issues, the media influences our thoughts, feelings and actions, and brings those issues to our attention. It is the responsibility of the media to present a fair and balanced report.

Example:

(i) The media drew our attention to alarming levels of pesticides in cola drinks. They published reports that indicated the high level of pesticides and, thus, made us aware of the need to regularly monitor these colas according to international quality and safety standards.

(ii) The media drew our attention to suicide committed by farmers which leads to large scale movement and forced the government to look further on this issue.

Explain the meaning and importance of local media with the help of an example

Local media covers ‘small’ issues that involve ordinary people and their daily lives. Several local groups have come forward to start their own media. 

 Several people use community radio to tell farmers about the prices of different crops and advise them on the use of seeds and fertilisers. 

Others make documentary films with fairly cheap and easily available video cameras on real-life conditions faced by different poor communities.

Another example is a newspaper called Khabar Lahriya which is a fortnightly that is run by eight Dalit women in Chitrakoot district in Uttar Pradesh. 

Written in the local language, Bundeli, this eight-page newspaper reports on Dalit issues and cases of violence against women and political corruption.

Why is it important to have independent media?

In order to write balanced reports, media need to be independent. We get information about the world through various Media. It can influence our way of thinking and thought process. Moreover, it is on the basis of the information that the media provides that we take action as citizens, so it is important that this information is reliable and not biased.

 Name the state where khabar lahriya newspaper is running?

What is broadcast?

Broadcast is used to refer to a TV or radio programme that is widely transmitted.

What is censorship?

 What is a balanced report?

The information that the media provides should be balanced. A balanced report is one that discusses all points of view of a particular story and then leaves it to the readers to make up their minds. 

What is the relationship of Media with Corporate Community?

How television is like a ‘window on the world’?

What is an independent media?

An independent media means that no one should control and influence its coverage and news. Media is far from being independent. This is because of the control of the government over media called censoring and because big business houses control the media.