The document discusses several key topics related to media and society: 1. It outlines various functions of media like communication, events coverage, entertainment, advertising, and socialization. 2. It examines the concept of international communication and how globalization has impacted media ownership and the global flow of information. 3. It analyzes how major global news agencies and media companies influence international news coverage and the global dissemination of values and culture.

1. MASS MEDIAAND SOCIETY
MADIHA NAZ
18081716-006

2. Main contents
• Functions of media
• The concept of international communication
• Globalization and media firms
• Global media effect

3. Function and role of media
• Media plays a very important role in today’s scenario. It
is present all around us. For example, when we watch
TV, listen to the radio, read books, newspapers,
magazines, journals etc.
• Some of the roles of media in society are:
• Communication
• Events
• Entertainment
• Advertisement
• Socialization
• Brand awareness

4. Functions of media:
• Education for the masses
Awareness about world scenario and
fundamental rights and duties
• Opinion formation related to social, political,
economic & religious issues
• Ensures public participation in government’s
policies.

5. • Flow of information
• Interpreter of information
• Watchdog function
• Ability to bring the change both on a social
and government level is the most powerful
strength of media in any society.

6. ROLE OF MEDIA
Importance of media
• Media is the most popular tool of
communication. The word global village has been
given to the world just because of media.
• Importance of media in nation building cannot be
neglected.
• Media is very integral part of our lives therefore
they generate popular interest and debate about
any social problem.

7. What it can change
• 1.Our knowledge
• 2.Our behavior
• 3.Our attitude
• 4.Our emotions
• 5.Our political views

8. Power of media
• 21st century has turned out to be a century of
media war, as it has turned out to be the most
lethal weapon of the contemporary age.
Drastic, cultural, political and social changes
can now be seen as a result of revolutions
brought about by media

9. Advantages of media
• Helps in getting awareness about the world.
• Helps in bringing the world together.
• Cheap way of communication.
• People know what is wrong and right.
• Helps in research and analysis.
• Entertain people
• Advertisement has been made very easy.

10. Levels of communication
• Levels of communication can be categorized in
four:
• Intrapersonal Communication
• Interpersonal Communication
 Group Communication
• Mass Communication
• International Communication

11. Concept of international
communication
• International Communication means “ beyond
the borders communication.” It is a branch of
communication studies, concerned with the
scope of government-to- government,
business-to-business and people-to-people
interaction at global level.

12. Historical Context:
• The Persian, Greek, Roman and British
empires are included in historical content
• Western Europe was encouraged by
colonization that promoted international
communication. British dominated the sea
routes of international commerce because it
has a navy and merchant fleet. Electric
Telegraph also ahead in this rivals.

13. Conti…
• Global connectedness was enhanced by the development of
ICTs such as the telegraph and telephone; the laying of
submarine cables between Europe and the USA; the
expansion of railroads and the development of modern
navigation with the help of newly developed radio
technology.
• This period also saw the growth of the major international
news agencies in Europe and the United States
• The period was furthermore characterized by the hegemony
of the great European powers that used the developing
communication technologies, media and international news
agencies not only to enhance their powers globally and to
acquire colonies and manage empires, but also to foster
Westernization and Europeanization around the world.

14. Cont…
. After radio invention television and internet
are also involve in international
communication. Introducing the global news
system and news agencies Like (APA, UPI,
REUTERS, AFP) etc make the international
communication more easy. Now, a days all
communication based on our social media.

15. Conti..
• Britain dominated international
communications till the half of the 20th
century through telegraph and cable network.
But the future growth seems going in the hands
of the USA.

16. Tools of International Communication:
• The most common platforms of Mass media are
newspapers, magazines, radio, television and
internet. Due to mass media a information reach
large numbers of general people in a very short
time. Cultural communication is a form of
communication that aims to share information
across different cultures. It provide information
about cultural norms, values and traditions.
Student or teacher exchange program is the
example of cultural communication

17. major companies of media
• The media is basically dominated by five major companies
they are.
• 1 .Time Warner
• 2.VIACOM
• 3.Vivendi Universal
• 4.Walt Disney
• 5.News Corp
• These 5 companies own 95% of all the media that we get
every day. They own the major entertainment theme parks,
entertainment movie studios; television and radio
broadcast networks and programming, video news and
sports entertainment

19. Global news agencies
• News agencies operate globally and supply more than
half of the international news to the media. When any
development brings any part of the world into global
spotlight, it is these news agencies that report first.
• The major news agencies are as follow:
• The Associated Press of America (APA).
• Agency France Press (AFP).
• The United Press International (UPI).
• Reuters.
• Specialized Agencies.
• Financial News Agencies.

20. Conti..
• The issue of four major global agencies based in
New York, London and Paris controlling the
world-wide flow of information.
• Their reportage of the ‘other world’ was limited
to coup, natural disasters and wars.
• 80% of the world’s news flow was controlled by
these agencies.
• An unbalanced flow of mass media from the
developed world (especially the United States) to
the underdeveloped countries. Everyone watches
American movies and television shows.

22. Global Television Channels
• CNN International
• BBC World
• Euro news
• Sky News
• it is British news channel but it has developed
its business with CBS, ABC and Bloomberg
television. It is also corporated with Star News
in India and Fox News in USA

24. Scope of International Communication
• In international level it became a big factor in resolving
global conflicts.
• International communication promotes mutual
understanding among the nations.
• International communication has included Political,
Social, Economic cultural and Military concerns.
• During the cold war the propaganda dominated the
use of international channels but the focus now is on
the public diplomacy (to change the opinion of the
masses towards the desired direction). It is influencing
the policies of other nations by appeals to its citizens
through the means of public communication.

26. Expansion of the Scope of IC
• Communication across national borders has expanded
to a large diversity of business-to-business and people-
to-people interactions at a global level.
• Not only the representatives of nation-states, but also a
variety of non-state actors such as international non-
governmental bodies, social movements as well as
ordinary individuals are increasingly shaping the nature
of transnational communication.
• Communication between nation-states, institutions,
groups and individuals across national, geographical
and cultural borders

27. Globalization and media
• Most theorists agree that there is practically no
globalization without media and communications, as
many of the definitions of globalization at least
indirectly acknowledge. The role of media and
communications is, of course obvious in globalization
theories, but it is not necessarily visible. This causes
problems in two ways. First the role of media and
communications in globalization theories remain vague
and unspecified. Secondly media studies missed the
„big picture‟ of globalization and have been
contributing little to theoretical discussions on
globalization.

28. Cont…
• The media & communication industries are a leading
sector in facilitating overall globalization.
• For instance, the social consequences of facilitating the
emergence of globalize financial transactions (e-
commerce)
• & manufacturing industries open markets for “lifestyle”
• products (Valentine Day, Mothers Day, etc.), popular
culture(k-pop culture), which includes fast food (KFC,
McDonald,etc.) and cosmetics (SK-II, ), are a result of
the growth of these sectors (softening up cultures
for consumerism

29. Major player of global communication
and their agenda
• Many developed and developing countries have
gained from the field of global communication.
But the USA has gained too much because of the
extensive satellite network and electronic
commerce. The USA is creating an international
communication system for free market where it
employs its public diplomacy. Now, the USA
controls the global information system and its
flow. The US music, movies and software are very
popular in the Europe and Middle and Far East
and they influence the tastes, life style and
aspirations of the majority of the nations.

30. Cont..
• . Promotion of democracy,
• human rights and
• free flow of capital are the declared aims of
the US public diplomacy and they are carried
out by the global communication.

31. Cont…
• Though, there are more producers of
information and images like India, China and
some other Asian countries but the global
flow of information between Africa, Latin
America and Asia is still mediated by content
provided by the Western news agencies. They
share information, visuals and even
journalists.

32. Cont..
• The corporate nature of the global media
affects the content and sometimes the
broadcasters themselves exercise self-censor
when dealing with sensitive issues.

33. Effects of Global Communication
• The borders of nation-states have become porous as the
globalization of technology has made it virtually impossible
for governments to regulate and control the transborder
flow of information and communication.
• Global media systems have furthermore introduced
propaganda and public diplomacy as important factors in
international relations.
• Global communication is radically redefining the nature of
both hard and soft power in international relations.
• channels of international communication are used to
promote the economic and political interests of the
powerful nations who control the means of global
communication

34. Cont…
• The acceleration of international conferences; the international
expansion of educational institutions, congresses and seminars;
• the exchange of students between countries; the popularization of
international travel;
• and the expansion of international sport furthermore increased
contact and communication between the peoples of the world.
• In this competitive world with its revolving economic and
communication giants, the globe has been transformed into a
global electronic village and information has emerged as a primary
commodity and resource.
• The conclusion can be drawn that global communication is in a
continuous state of ferment and evolution .

35. INTER-MEDIA AGENDA SETTING AND
GLOBAL NEWS COVERAGE
• Assessing the influence of the New York Times on three network
television evening news programs
• For several decades, media scholars have attempted to identify the
key variables that shape the complicated international news
selection process. At the heart of the research lies the question of
what make a nation or an international event newsworthy?
Research findings point to several key determinants of international
news coverage including deviance, relevance, cultural affinity and
location in the hierarchy of nations. The current study suggests that
the newsworthiness of international events may result from an
inter-media agenda-setting process. The current analysis points to
significant correlations between the international news agenda of
the morning New York Times and the international news agendas of
three evening television news programs. The current study argues
that inter-media agenda setting should be considered in future
studies on the international news selection process.

36. Globalization of Mass Media Ownership:
Implications and Effects
Abstract
• During the last decade, the United States lost its dominance as the owner
and producer of mass communication, both domestically and around the
world. The globalization of ownership of mass media content, production,
and technology has major implications for audience definitions and
theories about who controls these media, for what purposes, and with
what effects. The articles in this special issue are the first collection to
address the issues raised by these recent developments, not only in film
but also for book / magazine publishing, record / television production,
advertising, HDTV technology, and public broadcasting. The increasing
importance of economic analysis is also explored, for the insights it
provides in explaining the decline of American dominance and for the
implications of redefining “news” when it is viewed as an economic
product. This article sets out an overview of major research and conceptual
issues that these developments raise for the field of mass communication.