por The masive means of comunication They are those that have been created with the objective of disseminating information to a large number of people at the same time. They work in such a way thatThe message that is sent reaches such a large number of recipients that it is considered massive.
When talking about the mass media, reference is made to a variety of technologies that try to have a significant reach in terms of the transmission of information. For a long time they have been the most used both for sending messages and for searching for information.
Among the first and best known we can mention radio and television, developed during the 20th century and other older ones such as newspapers. At present, the new technologies of the digital age related to Internet access are also added.
Over time, these mass media have gained great relevance at different levels such as politics, culture and the economy, due to the possibility of transmitting messages to large populations.
In this way, they have managed to influence culture, the market and more, since they are used to promote, inform and disseminate fashion, attitudes or artistic products that can generate changes in people’s preferences and needs.
For example, television is a great means of communication for promoting products through commercials. This is how a large number of people can learn about a product on the market, feel attracted and later encouraged to purchase it.
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Mass media characteristics
-They are mass media.
-They are easily accessible.
-They can transmit images or messages to groups of people who are at long distances.
-They have wide power of distribution of information.
-They are influential within the culture of a society.
-They use different forms of expression depending on whether they are audiovisual or written media.
-The mass media are the channels through which information and events that occur in the world are transmitted.
-They do not transmit information in a personalized way, since theyThey carry a message in a general way.
-Most of them depend on technological development for their operation and evolution, especially at present.
-Tend to be unidirectional, that is, messages are transmitted only from sender to receiver, without receiving responses. In most cases there is no feedback, although there are exceptions such as social networks.
functions
-Two of its main communication functions are to inform and entertain.
-It can be used in areas such as education, publicity, propaganda and even opinion. So its other function is to train.
-Comply with the communication process, which establishes a link between sender, channel, message and receiver.
-They are part of the daily life of most people.
Types of mass media
The mass media have the ability to reduce distances when it comes to issuing information. The need for communication has allowed the development of multiple channels for disseminating messages throughout history.
– The written media
Within this category are newspapers and magazines, although other elements such as pamphlets or brochures are also included. In particular, the newspaper has been one of the most relevant and oldest means of mass communication.
The newspaper
It arose after the invention of the printing press during the fifteenth century, and from then on it has been one of the main sources of message dissemination that has existed in history.
Its main purpose is to inform, with the vast majority of its content being current news. However, advertising plays a very important role within it. Among other uses, it also allows you to make announcements, job offers, sales and more.
Today, the adult population is the one that uses the newspaper the most since the younger generations prefer digital media. Many of the print media have a version on the web due to technological advances.
Magazines
They are a medium that can become more specialized in terms of audience selection, since, unlike the newspaper, which can deal with information from different fields, magazines are usually focused on particular topics. This is why they also depend on the prestige they achieve within their area and the loyalty of the readers.
Among other things, they usually have a longer broadcast time, being able to be published weekly, biweekly and monthly. In addition to having a much longer life than that of a newspaper, they have the characteristic of being made with a higher quality of material and image.
The type of information within the magazines is varied, since the content can be educational, opinion or entertainment. They also have a high level of publicity, which is vital for their maintenance and reproduction. As with the press, many magazines today have digital versions.
– Radio
After the newspaper, radio is one of the oldest mass media in the world. His invention dates from the end of the 19th century, after radio waves were discovered in 1886 by Heinrich Hertz.
By the 20th century, it would begin to be used commercially and would become one of the most far-reaching media to date. Radio has the ability to reach a wide variety of audiences.
Its use does not require additional costs, which makes it accessible to all types of public. It has the advantage of carrying out live and direct transmissions and reporting any event at the moment it is happening.
The content that is transmitted through the radio is programmed and can vary, becoming informative, cultural and entertainment. News, music, reports, radio soap operas or interviews are some of the programming segments that can be broadcast. It makes great use of the imaginary resource of the listeners, since it can only send messages in the form of audio.
– Television
One of the great inventions of the 20th century was television. Like radio, it has a varied audience that does not distinguish between age, sex or social class. Its wide distribution has allowed it to be easily accessible, as well as its way of transmitting messages through images and sound makes it a fairly efficient medium. It works through cable systems or open signal waves.
Although it is usually a medium that can be accessed for free, there are currently various subscription television services. These have more specialized channels and programs for different audience segments.
This is how you can find children’s programming, movies, music, news, sports, entertainment, health, education and more.
Throughout the world, the broad capabilities of disseminating content through television has encouraged the creation of laws to regulate content. In this way, the programs usually have classifications that establish for what type of public the content that is transmitted is suitable.
– Cinema
One of the media that has undergone the most changes throughout its development, but always keeping the image as its main element. After its invention towards the end of the 19th century and its great diffusion during the 20th century, cinema became one of the most important media for the dissemination of content today.
The scope of the cinema is worldwide and has been characterized by being accessible to all audiences, despite the fact that it requires a cost. Over time, cinema has been classified into genres and this, in turn, makes it depend on the preferences of its audience.
It has a less direct scope than radio and television, and contains entertainment and culture as its main function. Within it, advertising also plays an important role.
– Internet
It was intended as a telecommunications system for military use, however, currently it appears as the main means of connection for people worldwide. Due to its scope it is practically accessible to all kinds of people.
Unlike radio or television, the Internet requires certain specifications and technical equipment to be able to use it. One of its greatest advantages is that it brings together different modes of expression, both written, auditory and visual.
The Internet does not have categories and adapts to the particular interests of the user. On the other hand, it is a medium that allows feedback and direct interaction with people. It is not a one-way channel, but is nourished by both senders and receivers, who continually exchange roles within the world of the web.
Advantages
– They can transmit information immediately and up-to-date.
– They travel long distances.
– They allow the knowledge of new cultures.
– They are used to inform, educate, entertain and promote.
– It is possible to access them easily.
– They are usually free or low cost.
Disadvantages
– They do not transmit information in a personalized way.
– On few occasions they allow feedback or interaction with the audience.
– They depend on technology to function.
– In some cases they can be used to transmit false information.
References
Coleman S. What Is Mass Media? Retrieved from study.com
(2020) Mass media. Encyclopedia. Retrieved from encyclopedia.com
Mass Media. Wikipedia, The Free Encyclopedia. Retrieved from en.wikipedia.com
Dominguez E (2012). Mass Media. Recovered from aliat.org.mx
The media. metaportal. Government of Antioquia. Recovered from antioquiatic.edu.co
Sterling C, Skretvedt R. (2018). Radio. Encyclopædia Britannica, inc. Recovered from britannica.com