Page 215 - SST Class 07
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Understanding Media and
Advertising
Nowadays ‘media’ is an integral part of our lives. g Television (cable network, satellite, etc.)
It is a term which collectively refers to television, g Radio
radio, newspapers, internet and many other
g Film and Video
forms of communication. These days social
g Print Media (newspapers, magazines, direct
media is an inseparable part of our lives.
mail, etc.)
g Photography
g Electronic (e-mail, the website, etc.)
ROLE OF MEDIA
Media is said to be the fourth pillar of democ-
racy. One of its important roles is to inform
people about the things that are happening. It is
also important to give valid and real news and
helps to progress the society. It has also helped to
get justice for a lot of cases.
Television Radio For example, The Ayushi Talvaar murder case,
The Nirbhaya Rape case, Jessica Lal murder
case, etc. It also exposes a lot of corrupt people.
Some other important functions include influenc-
ing public opinion, determining the political
agenda, providing a link between the govern-
ment and the people, acting as a government
watchdog and affecting socialisation.
NEW FORMS OF MEDIA
A generic term for the many different forms of
electronic communication that are made possible
Newspapers through the use of counter technology. The term
Media means the main means of mass communi- is in relation to “old” media forms, such as print
cation (broadcasting, publishing and the internet) newspapers and magazines, that are state repre-
regarded collectively. It has various forms such as sentations of text and graphics. New media
print, television, radio and the internet. The print includes :
is the oldest form of it. Whereas, the newest form g Websites
of it is the internet. g Streaming audio and video
The various types of mass media are : g Chat rooms
Social Science-7 215
