Mass Media

Mass media is generally considered to be an uncontrolled type of media. Mass media refers to media which targets a broad audience of various stakeholders and include, but not limited to, the broadcast media, which is television, radio and press, which is the newspapers and magazines.

The advantages of press over broadcast media include information being presented in greater depth. Further, when information is presented in the press, it is portable. Individuals can take newspapers or magazines with them and read it anywhere.

The press is also often passed from one individual to another. For example, if one likes certain article in the magazine, he or she may bring this magazine to his or her friends and family to share it with them. Friends and family will likely take a look at the entire magazine and not only at the recommended article. Some individuals even cut out and keep articles or information that they find particularly interesting or useful.

However, press also has certain disadvantages. The disadvantages include the fact that the management of the press usually prints what will sell and the information in the press may not be objective or may even be distorted.

Moreover, the readership of the press may not be as big as claimed by the newspapers and magazines. Many individuals only read newspapers over morning coffee or on the way to work.

Moreover, with newspapers now available online, many office workers read the headlines only online and read specific articles only if it is particularly relevant or interesting. Therefore, a lot of information in the newspapers and magazines gets ignored by a large proportion of the readership.

Broadcast media offers certain advantages over press. It may reach a larger audience than press. This is especially true as more and more people around the world gain access to this media. This media offers various sounds or combination of sounds and colors which enhances the message. It is also watched or listened to mostly at the leisure time. Therefore, on average, the messages communicated may enjoy higher attention of the target stakeholders. Moreover, if an organization targets illiterate stakeholders, than broadcast media is more relevant when compared to press. When it comes to advertisements, with broadcast media, individuals are almost forced to listen to or to watch the advertisements. With press, individuals have more control over which advertisements to take notice of and which to ignore.

Disadvantages of the broadcast media include that it is expensive and may be time consuming to arrange. Further, for messages to be absorbed by the stakeholders, it needs to be absorbed immediately as it is being broadcast.

Various exhibitions and shows are also a type of mass media. Their advantages over broadcast and press media include the ability to engage in two way communications with the targeted stakeholders and therefore have better control over media and have better chance for creating a long-term relationship with the stakeholders.

Other types of media include folk media which refers to such media channels as puppet shows, gossip, music, community theatre, city or village celebrations such as festivals and family or community celebrations and events such as weddings or funerals.

There is also private media, which refers to media which an organization creates for its own consumption. An example of private media includes videos, literature and private exhibitions, such as factory tours, produced by an organization.

Lastly, there is of course a digital media, which can also be called a new media or technology driven media. New media channels include websites, blogs, video and audio podcasts, online forums and social networking websites.



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