This document discusses the different channels of mass communication, including traditional folk media, print media, electronic media, and new digital media. Traditional folk media includes art forms like music, drama, and dance that communicate culture. Print media encompasses newspapers and magazines. Electronic media refers to television, radio, and films. New digital media comprises the internet, social media, and mobile apps. All of these channels serve important functions like entertainment, information, interpretation, advertising, and raising awareness. They also contribute to development. The document provides examples and discusses the merits of each type of media channel.

1. Name of the teacher: Mrs. Madhura Date.
R.E. Society’s
Gogate Jogalekar College, Ratnagiri .

2. Unit no. 2 :
Nature of Mass Communication
 Topic to be discussed today: Channels of
Mass Communication

3. Channels of mass communication
 Traditional folk media
 Print media
 Electronic media
 New/digital media

4. Traditional folk media :
 Art forms of traditional music, drama,
dance , puppetry
 Have unique features of particular
community and culture
 ‘People’s performances’ -- performing arts
which are cultural symbols of the people

5.  Traditional folk media- functions
 Entertainment
 Information
 Continuation of the past glory
 Awareness
 Contribution to development

6.  Traditional folk media- merits
 Mass appeal
 Language of people, language that can be easily
understood by people
 More interesting and appealing
 Rich variety
 Readily available
 Economically viable

7.  Traditional folk media- Examples
 Keertan , Dashavtar, Tamasha, Powada,
Bharud, Nautanki, Jatra, Puppetry ,
Ramlila, Raslila, Therukoothu, Bhavai,
Yakshgaan

8. Keertan

9. Dashawtar
https://youtu.be/OVPAdCpPfyU

10. Yakshagaan • traditional Indian
theatre form especially
of Karnataka and of a
few regions of Kerala
too.
• combines dance, music,
dialogue, costume,
make-up, and stage
techniques with a
unique style and form.
• Its origin goes back to
16th century.
• Is performed from dusk
to dawn.
• Mythological stories

11. Print media
 Newspapers , magazines, books and other
printed material.
 Newspapers, magazines

12.  Print media : functions as a channel of mass
communication:
 Information
 Interpretation
 Watchdog
 Surveillance
 Entertainment
 Advertising
 Public opinion building
 Awareness
 Contribution to development

13.  Print media – merits
 Easily accessible
 Affordable
 Can be read at one’s own pace
 Considered more reliable

14. Electronic media
 Television, radio , films/cinema ----
functions:
 Entertainment
 Information
 Interpretation
 Advertising
 Awareness
 Education
 Contribution to development

15.  Electronic media – merits
 More appealing
 Effective
 Fast

16. New digital media
 Internet--- Social networking sites, mobile apps etc.
 Functions :
 Information ---- huge reservoir of information
 Contacts – communication
 Entertainment
 Business
 Advertising
 Education
 Awareness
 Contribution to development

17.  New digital media – merits :
 Fast
 Saves time and money
 Distance doesn’t matter
 Popular

18. Thank you !