Media refers to tools and technologies that facilitate the mass distribution of information and entertainment to large audiences. It involves the mass production and distribution of public messages through various mediums. Key characteristics of media include its ability to reach large, anonymous and heterogeneous audiences; reflect and propagate popular culture; and take a society towards unification through shared experiences. Media serves important functions such as acting as a channel to connect society, interpret events, transmit cultural heritage, provide entertainment and mobilize public opinion. However, media also faces challenges including issues of cost, technological unfamiliarity, limited accessibility, and reaching remote audiences.

1. MEDIA

2. WHAT IS MEDIA ?
Tools and Technologies that facilitate dissemination of
information and entertainment which occur within a society to
a vast number of consumers.
Tools of large scale manufacture and distribution of
information and related messages.
Working Group organized round some device for circulating
the same message at about the same time to a large number of
people. –Wilbur Schramm
Technologically and institutionally based mass production and
mass distribution of public messages for education and
entertainment.

3. Media Characteristics –
Mass Production and mass Distribution.
Reflect and Propagate Popular culture
Audience –large , anonymous, heterogenous.
The audiences are physically separated and commonly share experiences
and are affected by similar interpersonal social relationship
It takes the society towards unification by giving a broader base of
common norms ,values and collective experiences which are shared by the
members
The communication is public , rapid and consistent.
The message of mass media in majority of cases is of transient character.
Individuals are highly selective about the mass media to be chosen
Usually the media are interactive in nature .
Delayed feedback

4. Media Functions –
Mediating Channel in society
Connecting,Pointing the way and interpreting events.
Herald Lasswell, -
A.Surveillance of environment-Collection and distribution of
information
I.Instrumental Surveillance. II.Media Warning Surveillance.
nb:Surveillance may lead to dys functional and false sense of mastery
and nacrotisation(well informed society rather than active and well
motivated citizen)
B.Correlation of parts of the society-Mass
Interpretation,socializing,coordinating several activities ,consensus
building,agenda setting,
C.The transmission of cultural heritage –injecting positive values and
help develop a national outlook.May lead to artificial standarization.
Wright (1960) developed this and added entertainment as the fourth

5. Media Functions –
Provides reward,relaxation and reduction of tension.
Avoid society Breakdown
Mobilize the opinion of people i.e guide the people in
proper direction(campaigns)
Adavnce National Intrests and promote certain key
values and behavioural patterns,specially in times of
crisis
Acts as a watchman ,decision maker and teacher and
brings about public enlightment.
Safeguard of civil liberties and maintenance of
constant check over policies and activities of the
government.

6. Media Challenges –
Expensive
Technological challenge(unfamiliarity with the
media)
Accessibility by nische audience
Low literacy rate
Limited reach to remote corners of the
country.
Poverty