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1. Assignment No. 8 Responsibility of Mass media
1. Definition of Mass Media;
1.1 “Mass media consists of the various means by which information reaches large
numbers of people, such as television, radio, movies, newspapers, and the Internet.”[1*]
1.2 “Mass media are tools for the transfer of information, concepts, and ideas to both general
and specific audiences through their sources. “[2*]
2. Types of Mass Media.[3*]
2.1 Print (books, pamphlets, newspapers, magazines)
2.2 Cinema from about 1900
2.3 Radio from about 1910
2.4 Television from about 1950
2.5 Internet from about 1990
2.6 Mobile phones from about 2000
3. Social Responsibility of Mass Media; [3*]
Sociologists study that mass media has some responsibility to aware the people. It is very
important for any country to see how their mass media shapes their people's values, beliefs,
perceptions, and behavior.
3.1 Mass Media Contributes to Socialization;
Mass media should contributes to socialization, including gender socialization, as when movies
completely teach young people that it is wrong for females to have many sexual partners .
3.2. Level of Awareness.
It is the reasonability of mass media to increase the level of awareness. Media should contribute
in increasing the general knowledge, who is who and what is what and knowledge of current
issues etc. The programmers having media discussions, current affairs, documentaries, etc have
been instrumental in enhancing the common man’s awareness.

2. Assignment No. 8 Responsibility of Mass media
3.3 Fair Mass Media .
Mass media should be fair with everyone .Theire should be no favourism .Mass media should
have to support everyone with equal rights .
3.3 Media ought to work for Culture.
Mass Media should have to work for culture. It is the responsibility of media to support cultural
programs. Media should not play the activities which are against the culture.
3.4 Condemn Criminal Activities;
Mass media should condemn criminal activities. Media should have to make aids of punishment
of crime can reduce the crime.
3.5. Helps in Educational Efforts;
It is the responsibility of Mass Media to promote educational activities.
3.6 Give Voice to Low level;
Media should give the voice to neglected element of society. It is the responsibility of Mass
Media to raise the problems and issue of poor before the high class people.
3.7 Give the solution of issue;
Media has to do something for the solution of issues by presenting the opinion of experts.
3.8 Development of Public Opinion.
Media discussion / other programmes highlight the issues, hold cross-discussions, and identify
what are reasons of issues. Stances of different segments of society on key issues should be
brought out: it helps to make / develop public opinion on different issues.
3.9 Development Efforts of State.
Media should have to assist in development efforts of state .Programmers like “Parah Likha
Punjab”, “Coverage of Earthquake”, have contributed in projecting efforts being made towards
state development.
3.10 Supports to Public Issues / Affairs.
Media should have to provide viewpoint of the public on public issues. Media should have to
give voice to the public.

3. Assignment No. 8 Responsibility of Mass media
3.11 Supports Democracy.
Media should have to support democracy by bringing out the democratic norms. Providing live
coverage of parliament proceedings, activities of politicians, programmes on democracies are
few of the examples.
References:
1*.Lorimer, Rowland & Scannell, Patty (1994).” http://www.cramster.com/definitions/mass-media/
852”Manchester University Press. pp. 26–27. ISBN 978071903
2*. Winett, L. B., and Wallack, L. (1996). "Advancing Public Health Goals through the Mass
Media." Journal of Health Communication 1:173–196.
3* . “http://en.wikipedia.org/wiki/Seven_mass_media”