Mass Communication

MASS COMMUNICATION ECM 4(1+3)

Lesson 4: Types of Mass Media

Characteristics of Print Media

1. It is expected that the use of print medium will increase significantly with the increase of literacy and purchasing power of the people
2. Print media used for mass communication are powerful sources of bringing about attitudinal change and motivating people for action.
3. Newspapers provide place for debate. For example, the topics like political participation of women and civic affairs, discussed in series of articles in Times of India provided a very effective platform to debate on these topics, by the people from a cross section of the society. These national debates in newspapers analyse and mould the culture and influence the government Newspapers have been the leading print medium ever since Johann Gutenberg started his press in mid-fifteenth century.
4. Print media such as newspapers, magazines, journals etc. also play a role of watchdog and present a true picture of the events to the people many times.
5. Thus print media play an important role in connecting and adequately informing people about the events and developing understanding of the social realities especially in a society consisting of different ethnic, linguistic and religious communities.
6. News papers as mass media today do not just observe and report but ask, pursue, investigate, doubt and demand.
7. News papers and magazines offer wider variety of reading material and viewpoints of many people and thus provide better comprehension of the affairs and issues.
8. Print media provide space for expression of their views and grievances in reader's columns. Thus providing for feedback component of effective communication process. This generates debates on various social and other issues.