Type of Media

Media simply refers to a vehicle or means of message delivery system to carry an

ad message to a targeted audience. Media like TV, Radio, Print, Outdoor and
Internet are instruments to convey an advertising message to the public.

The main task of media planners is to select the most appropriate media channels
that can effectively communicate the advertising message to a targeted audience.
Hence, it is essential for media planners to:

 Keep up with latest media trends

 Keep up with New technological developments

 Determine long and short term effects of different media

 Analyse Strengths and Weaknesses of different media

Each type of media

1. print media – it is consist of paper and ink, reproduced in printing process that
is traditionally mechanical.

2. Broadcast Media - media such as radio and television that reach target
audiences using airwaves as the transmission medium.

3. Film/Movies. These are the oldest form of motion picture technology capable of
capturing lifelike video-style images. Originally, movies could only be consumed at
a neighborhood movie theater, but these days movies are widely available for
people to consume in their homes, on their computers, and even in through their
telephones. Commercial

movies are broadcast on television, and via cable and satellite services which may
feature High Definition (HD) video resolution and sound, essentially allowing the
movie theater experience to be replicated in a home theater environment

4. New Media - content organized and distributed on digital platforms such as the
Internet. It refers to “those digital media that are interactive, incorporate two-way
communication and involve some form of computing,” Robert Logan writes in his
book Understanding New Media. New media is “very easily processed, stored,
transformed, retrieved, hyperlinked and, perhaps most radical of all, easily
searched for and accessed.”

MEDIA CONVERGENCES

Media convergence is the merging of mass communication outlets – print,

television,

radio, the Internet along with portable and interactive technologies through
various digital

media platforms.

Media convergence is the blending of multiple media forms into one platform for

purposes of delivering a dynamic experience.

Technologically rich societies have entered the digital age, and media industries
are

grappling with new opportunities – and threats – afforded by what is called

“convergence”.

Media people tend to get very excited about convergence, because it holds so
much promise.

MEDIA CONVERGENCE

• co-existence of traditional and new media.

• co-existence of print media, broadcast media (radio and television), the

Internet, mobile phones,as well as others, allowing media content to flow across
various platforms.
• ability to transform different kinds of media into digital code, which is then
accessible by a range of devices (ex. from the personal computer to the mobile
phone), thus creating a digital communication environment

Source : Teaching Guide for Senior High School MEDIA AND INFORMATION
LITERACY. The melding together of different media, incorporating new
personalized services is both impressive and overwhelming.

As for modern history, there was also a different types of media, including —
books, newspaper, radio, television, were distinct technologies.

But media convergence isn’t only an end result like a smartphone, but also a
process in how we create, consume, and distribute media. Think for a minute
about how you found out about the latest big event in the news. Were you
watching television? Reading a newspaper? Probably not. Most likely you were
informed thanks to convergence, perhaps reading it on a social media feed on
your smartphone as you commuted to work. Media convergence has even
changed the way we receive data. Instead of getting a news report from TV,
we're getting that same report from a television station by way of the
internet and social media, in particular. For people who work in media,
convergence has changed the way they do their jobs. Instead of reporters simply
writing a story to appear in tomorrow's newspaper, they're filming
short video clips and tweeting about it, too—a smash- up of different digital
technologies.

MASS MEDIA AND MEDIA EFFECTS

The flow of information has completely changed bringing an
overhaul to the overall media sector. Basically, when a person
is portrayed in public more people are likely to access the
information online.
In this age of media convergence, there has been an
increase in the number of blogs that give information unlike in
the past where one could only access information from very
limited sources, mainly “the print media”. There is no restriction
on who can write a blog with platforms like word press offering
even a free version of their blogs. More to that, there has been
an increase of video blogs that give information and news
within a click of a button from your computer. Some of the
platforms include YouTube where uploading a video is
completely free. Basically, more people will access a person
portrayed in public via digitized system as compared to the old
types of media.
MASS MEDIA
It is known as being one of the most significant forces in
modern culture. It refers to channels of communication that
involve transmitting information in some way, shape or form to
large numbers of people. Further, it is a communication—
whether written, broadcast, or spoken—that reaches a large
audience. This includes television, radio, advertising, movies,
the Internet, newspapers, magazines, and so forth.

Sociologists refer to this as a mediated culture where

media reflects and creates the culture. Communities and
individuals are bombarded constantly with messages from a
multitude of sources including TV, billboards, and magazines,
to name a few. These messages promote not only products,
but moods, attitudes, and a sense of what is and is not
important. Mass media makes possible the concept of celebrity:
without the ability of movies, magazines, and news media to
reach across thousands of miles, people could not become
famous. In fact, only political and business leaders, as well as
the few notorious outlaws, were famous in the past. Only in
recent times have actors, singers, and other social elites
become celebrities or “stars.”

MEDIA EFFECTS
 These are the intended or unintended consequences of
what the mass media does (Denis McQuail, 2010). Further, it is
typically defined as social or psychological responses occurring
in individuals, dyads, small groups, organizations, or
communities as a result of exposure to or processing of or
otherwise acting on media messages. The changes caused by
media can take place on several dimensions. The effects can
be intended by the message source or unintended. The
consequences can include not only changes, but also
preservation of the status quo. If a certain social situation
perpetuates because of media this is also considered a media
effect. In addition, media effects can be both short-term and
long-term.

1. Third – party Theory.

People think they are more immune to media influence than others

Source : https://www.linkedin.com/pulse/deathhumanconversation-awadabdelgayoum

2. Reciprocal Effect
When a person or event gets media attention, it influences the way the person acts
or the way the event functions. Media coverage often increases self-consciousness,
which

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3. Boomerang Effect
It refers to media-induced change that is
counter to the desired change.
Communicative messages are often
constructed strategically. In many cases,
the creators of such messages strive to
curtail specific anti-social or unhealthy
attitudes and behaviors held by the target
audience. However, these messages are
not always successful in achieving the
intended effect. Messages with a specific
intent can backfire and cause an increase
Source : http://uppiddee.com/blog/smileyfaces- and-the-
in the unhealthy or anti-social attitude or boomerang-effect/)

behavior targeted for change.

4. Cultivation Theory (George Gerbner)

It states that media exposure, specifically to
television, shapes our social reality by giving us a
distorted view on the amount of violence and risk
in the world. The theory suggests that television
and media possess a small but significant
influence on the attitudes and beliefs of society
about society. Those who absorb more media
are those we are more influenced.

In a nutshell, heavy viewing of television and

the associated violence leads the viewer to
believe that the world is a much more Source : http://mass.pakgalaxy.com/cultivationtheory.html

dangerous place than it actually is,

with a serial killer, rapist, or pedophile lurking around every corner.

5. Agenda-setting Theory (Lippmann/

McCombs and Shaw)

Source http://lessonbucket.com/media-inminutes/the-agenda-setting- function-

theory/
 It process whereby the mass media determine what we think and worry about.
Further, public reacts not to actual events but to the pictures in our head, created by
media. Also, agenda setting is very important in the political aspect because the
public agenda influences the policy agenda which means that candidates will try to
focus on issues that the public wants to hear about. In conclusion the agenda setting
theory has many beneficial uses in our society and it is part of our communication.

6. Propaganda Model of Media Control (Herman & Chomsky )

The model tries to understand how the population is manipulated, and how the
social, economic, political attitudes are fashioned in the minds of people through
propaganda.

Example: Corporate organization who owns

media never publishes the financial details,
which may endanger them.

Source: https://www.amazon.com/Age-Propaganda-Everyday-Abuse-
Persuasion/dp/0805074031