The Media : Role, purpose and types

The role of media in a society is vast and extensive. Media is responsible for impacting our everyday life. Briefly, print is the first and oldest form of media. On the other hand, Internet is the new and modern form of media. The newest media is social media that includes regular updates from our regular users using social networking sites like Facebook, WhatsApp, X (formerly Twitter), Youtube, Instagram.

'Press & Media' is rightly regarded as the 'fourth pillar of democracy' if one goes by the influence this noble professional arena wields with reference to both the rulers and the ruled. Regarded as 'voice of people', or 'eyes and ears' for the masses, the Media keeps the people informed about what is happening around them. In most instances, The media is the only reliable source of information for people, and thus shapes the actions of individuals for better or worse. Media is all about information and its analysis. It is also about educating the society, and thus it carries great responsibility. It is to be noted that in general terms, the means of mass communication, mainly including broadcasting, publishing and the Internet, are today comprehensively and collectively regarded as Media. And this field is fast branching out in different forms, offering multitude of career opportunities.

The rise of the Internet has meant that the speed of transfer of information today is faster than ever, making the entire world one single village. This has further increased the need for media organisations to act with utmost integrity. This can be ensured with the help of exciting new talented individuals joining the media outlets in large numbers every passing year.
A career in Media is full of incredible opportunities, presenting enough challenges to individuals to keep their job exciting at all times. With the entire world's information just a click away, the Media stays at the very core of our foundation. This career is best suited to those who have nose for news and excellent writing or speaking skills combined with analytical abilities.
Media is all about information and its analysis. As such, Media in India today has become such a big force that it is rapidly making inroads even to the lowest level of the society. Particularly by riding on the wave of digitization and Internet more so during the pandemic period.

DIFFERENT TYPES OF MEDIA

Media can be broken down into two main categories-broadcast and print. The Internet has also emerged as a major player, as a rapidly-growing number of people globally get their news, movies, etc. online.

Print Media includes all types of publications, including newspapers, journals, magazines, books and reports. It is the oldest type, and despite suffering since the emergence of the Internet, is still used by a major proportion of the population.

Broadcast Media refers to radio and TV, which came onto the scene at the beginning and middle of the 20th century respectively. Most people still get their news from TV and radio broadcasts. Over the past twenty years, cable news has grown in importance.

The Internet-specifically websites and blogs are rapidly emerging as viable and major channels of communication as more and more people seek news, entertainment and educational material online. The term 'viable,' in business, means capable of generating profits for many years. Virtually every part of the Internet has become a medium of communication-most free email services have little boxes that display ads and other messages.

Social Networking And The New Media

WhatsApp 

WhatsApp Messenger is a freeware and cross-platform messaging and Voice Over IP service. It uses the internet to send text messages, images, videos, user location and audio media messages to other users using standard cellular mobile numbers. Developed by WhatsApp Inc. in 2009, it was acquired by Facebook in February 2014.

YouTube 

YouTube is an American free video-sharing website that makes it easy to watch videos online. You can even create and upload your own videos to share with others. Originally created in 2005, YouTube was bought by Google in 2006. It is now one of the most popular sites on the web, with more than 400 hours of content uploaded each minute, and one billion hours of content watched on it every day.

Facebook

Facebook is an American online social networking site that makes it easy for you to connect and share data with your family and friends. Originally designed for college students, Facebook was created in 2004 by Mark Zuckerberg while he was enrolled at Harvard University. By 2006, anyone over the age of 13 with a valid email address could join Facebook. Today, Facebook is the world's largest social network.

X

X (formerly Twitter) is an online news and social networking service that enables users to send and read short 280-character messages called "tweets". Registered users can read and post tweets but unregistered users can only read them. Users access X through the website interface, SMS or mobile device app X was created in March 2006 by Jack Dorsey, Evan Williams, Biz Stone and Noah Glass and launched in July 2006. On October 27, 2022, X was taken over by business magnate Mr. Elon Musk.

Skype

Skype is a telecommunications application software that specializes in providing video chat and voice calls. Users can also exchange text and video messages, files and images, as well as create conference calls. Skype allows users to communicate through voice using a microphone, video by using a webcam and instant messaging over the Internet. 

Google+ Hangouts

Google+ Hangouts is a free video chat service from Google that enables both one-on-one chats and group chats with up to ten people at a time. While somewhat similar to Skype, Face-time and Facebook Video Chat, Google Hangouts focuses more on "face-to-face" group interaction as opposed to one- on-one video chats, and utilizes sophisticated technology to seamlessly switch the focus to the person currently chatting

LinkedIn

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document network of people they know and trust professionally. The profile page of a LinkedIn member, which emphasizes employment history and education, has professional network news feeds and a limited number of customisable modules. Basic membership for LinkedIn is free.

Pinterest

Pinterest was launched in March 2010 and is a platform of digital bulletin boards. The platform is famous amongst businesses that use it to pin their content and make use of its vast reach. The platform successfully hit the 100 million mark in September 2015.

Instagram

Pinterest and Instagram are common in the sense that both of them are visual social media platforms. After coming up in October 2010, the website was soon acquired by Facebook and has more than 400 million active users. It is especially popular amongst young users who use the platform to post photos related to travel, fashion, food, art and similar subjects. Almost 95% of Instagram users also use Facebook. 

STEP-BY-STEP APPROACH TO MEDIA STUDIES

A degree in Mass Communication opens a gateway of opportunities in mainstream media. It is self-evident that a career in media brings job satisfaction, fame, recognition and money. Though Mass Communication has become a popular subject of study today, it was not so till a few decades back. 

People who were students of literature and had good communication skills were thought fit for the area. However, with technology playing greater role in our lives, all professions related to Mass Communication now require skilled professionals who work fast and efficiently send the message across a whole range of audience. With the proliferation of blogs, it is commonly claimed that anyone' can become a journalist but a closer inspection of reality proves that only those with professional training make the grade.

Media studies comprise media in all its forms i.e. print, film, digital communications etc. There are courses of all types-diploma, degree and post graduation at different institutes and universities. One can also apply for PhD level after successfully completing one's Masters.

Media Studies degree programmes are usually interdisciplinary in nature. Exploration of all media forms and their impact on society are covered through graduate and post-graduate degree programmes.

Bachelor's Degree in Media Studies

A Journalism and Mass Communication Bachelor's degree programme allows students to learn the skills needed for careers in reporting, news analysis and public relations. Bachelor's degree programmes are intended for students interested in the broad range of media-the theories behind them, the ways in which they were shaped and the impact they have on culture and society. Some programmes may offer a focus on Film Studies or Mass Communication but most take a broader approach to cover all areas including film, television, print, radio and digital communication. Because of the subjects covered in this programme, previous coursework in journalism, speech and the theatre, arts, etc. can be beneficial. Course topics might include:

• History of Media Legal Issues in Communication 

• Ethics and Journalism 

• Critical Approaches to Media

• Visual Culture 

• New Media

Master's Degree in Media Studies

Master's degree programmes in Media Studies are not necessarily intended for students who wish to pursue a traditional career path such as journalism, advertising or broadcast communication. Instead, the focus is on how communication is processed through various media forms and the impact it makes. Programmes are often research- oriented and may expect a project at the completion of the degree. Course topics cover the depth of the media and explore communication theories and principles. The topics of study might include:

• Film Studies

• International Media

• Media Industries Theory and Criticism

New Media and Social Media Documentary Studies keen interest and sound knowledge of news and current affairs.
 
A global SKILLS: Candidates who are interested in news media should have a perspective on various issues helps the candidates in obtaining the position of a reporter or a journalist. Similarly, those interested in electronic media are required to have a practical knowledge of video editing. Moreover, one requires a great deal of patience because in this field, it takes a lot of hard work and quite some time, to make it to the top. Most mass media training institutes offer internship programmes with news channels or entertainment channels which help the candidates to get a job after completion of the course.

TUITION FEES: Courses in Mass Communication from private institutes are expensive as the tuition fees and the expenses for doing projects, internships and field work are quite high. Some Mass Communication institutes provide merit-based scholarships. Education loans are also available from nationalized banks. There are numerous reputed media organisations/groups like NDTV, TV Today Group, Zee Group, Times Group, UTV, Adlabs, Sony, Republic TV, etc. which offer internship and recruit competent and trained media professionals.

TOP COMPANIES

• Times of India
• Group of Publications
• Hindustan Times
• Group of Publications TV Today Network
• Zee TV Network
• ABP Group
• NDTV Network
• BBC
• CNN Network 18 Group
• Big Entertainment and numerous others.

REMUNERATION/ SALARY PACKAGE

Salary in the field of Media depends upon the qualification and experience of the candidate. Whereas candidates passing out from IIMC, MCRC-Jamia Millia Islamia, Symbiosis and many other institutes are well placed and receive handsome salaries, students from not- so-well-known institutes have to work hard to get placed. The starting salary for a mass communication professional could be between Rs. 25,000 and Rs. 35,000. After 5 years of work experience, a professional can expect a higher salary.

GREAT FUTURE IN THE FIELD OF MEDIA

Indian professionals have an edge over others to work in international media houses for they have excellent command over the English language. International media houses find them efficient and suitable for the job. News Corporation of Rupert Murdoch, Disney Entertainment, Warner Brothers, CNBC, Guardian Group, BBC, ABC and many others are some of the international media houses that offer attractive jobs in terms of compensation and challenging job profiles.

Thanks to the Mass Media, news and entertainment job opportunities are aplenty for trained professionals in various roles particularly in journalism and films. Technically qualified media professionals can work for TV channels, production houses or houses or can make documentaries on their own. While Media Studies programmes take an integrated approach and a broader look at media in all its forms, students of a Media Studies Bachelor's degree programme are prepared for both traditional and non-traditional media careers. Some individuals find work as news journalists, film editors and communication specialists. Other job titles might include:

• Public Relations Specialist
• Advertising Account Manager
• Marketing Analyst
• Newsroom Coordinator
• Broadcast Journalist
• Photojournalist
• Radio Jockey
• Video Jockey
• Screenwriter
• Art Director
• Editor

SOME FACTS ABOUT INDIAN MEDIA

The Bengal Gazette, the first newspaper in India, was circulated in 1780 under the editorship of James Augustus Hickey. It mainly printed the latest gossip on the British expatriate population in India.

*On May 30, 1826, Udant Martand (The Rising Sun), the first Hindi-language newspaper, was published in India from Calcutta (now Kolkata). It was published every Tuesday by Pt. Jugal Kishore Shukla.

Maulawi Muhammad Baqir in 1836 founded the first Urdu-language newspaper, the Delhi Urdu Akhbar

Englishman Robert Knight founded two important English-language newspapers that reached a broad Indian audience, The Times Of India in 1838 and The Statesman in 1875. The Statesman incorporates and has directly descended from The Friend of India which was founded in 1818. They promoted nationalism in India, as Knight introduced the people to the power of the press and made them familiar with political issues and the political process.

The first radio programme was broadcast in July 1923 by the Radio Club of Mumbai. The private Indian Broadcasting Company Ltd. (IBC) came into existence in July 1927. But just three years after its inauguration, IBC went into liquidation and the government took over its operations. This laid the foundation for the Indian State Broadcasting Service, which took birth in April 1930. On June 8, 1936 Indian State Broadcasting Service was renamed All India Radio (AIR).

With over 415 radio stations in about 23 languages and 146 dialects, AIR is one of the largest radio broadcasters in the world. It covers 99% of the population and has 18 FM channels.

Vividh Bharati, one of the most popular services by All India Radio, was launched in 1957.

The signature tune of Vividh Bharati & other Akashvani (All India Radio) radio stations is actually their "call sign" - station identifier - in Morse code. The tune was composed in 1936 by Walter Kaufman and is in use even today.

DIFFERENT ROLES, DIFFERENT NAMES

Mass Communication has fast emerged as a great career choice due to its range and variety. The roles associated with Mass Media are diverse in nature. It offers many types of jobs at different levels. Persons with a diploma, a graduation degree and a postgraduate degree can join media according to their ability and qualification. Some of the positions are as follows:

Anchor: Anchoring has emerged as a popular career option in the country with the emergence of several news and entertainment channels. The field is quite lucrative for successful anchors in the field.

An anchor is usually known as either a presenter, host, newsreader or news/ programme anchor etc. Anchors are of three types-stage anchor, news anchor and programme anchor. While stage anchors present live events, News anchor/programme anchors present news or programmes in entertainment media or news media. TV news anchors present news in different languages-national, regional and other languages. Programme anchors focus on entertainment programmes such as award functions, competition shows, comedy shows, film-based shows, cooking shows, reality shows, sports, crime reports or talk shows, debates, etc.

To succeed in this career, one must be an extrovert, confident and should be free from inhibitions while communicating.

Radio Jockey/RJ: A Radio Jockey's main aim is to entertain the listeners and simultaneously provide regular online information. Every successful RJ has his/her own style of communicating. A sweet, mid to heavy voice is considered suitable for broadcasting but overall it is your own aptitude, your confidence, your personality that matters.

Other positions in the field of Mass Communication are:

• Producer TV Correspondent
• Screenwriter
• Sound Engineer Sound Mixer and Sound Recordist
• Special Correspondent 
• Video Jockey
• Art Director
• Editor
• Event Manager Public Relations Officer
• Blogger
• Photo Journalist

SOCIAL MEDIA AND SOCIAL NETWORKING: A NEW TREND IN MEDIA

"Social media is reducing social barriers. It connects people on the strength of human values, not identities," so says Indian Prime Minister Mr. Narendra Modi.

Social media is a collective of online communication channels where communities interact, share content and collaborate. Websites and dedicated apps to social networking, micro-blogging, forums, social bookmarking, wikis and social curation are examples of some types of social media. The most famous social networking companies are Facebook, X, Google+ and Instagram.

Social Media has become very popular in the world today. Communication skills are exemplified by use of social Media networking. It allows for enhanced and quick communication. Social Media is being utilised by students, parents, businesses and religious organisations. It can be said that Social Media has become an inseperable part of our life today.

Access to Internet through smartphones, tablets, computers and other mobile devices has made accessing information and connecting with people easy. People are communicating almost the whole day through texting, e-mail, and the ever- expanding social media.

These services, through a combination of accessibility, simplicity and intuitive design, promote positive social behaviour by encouraging interaction with friends, relatives and co-workers; facilitating communication between individuals and fostering a profound sense of community.

Facebook, X and Skype are popular social media platforms used daily by millions of people. It is extremely rare to find someone today who does not have an account on one of these platforms.

Social networks like Facebook and X have always encouraged their subscribers to come up with an online persona. They then build a personal network of friends that connects to an open worldwide community. Information is now shared freely between the two. These parties can communicate either publicly (writing on walls') or via the more discrete personal messages.

Apart from connecting to a network of friends, a subscriber can join community groups with a specific interest. Here, the subscribers discuss different issues related to their area of interest. More often than not, events are created where physical meetings are arranged.

The social network, X, appears to be the first choice of celebrities, with their tweets being the topic of many news discussions. At the bottom of nearly every commercial, there is a Facebook/ X link. 

There are other social sites like YouTube that give users a platform to upload and share videos. YouTube has been a great platform for musicians and film producers as their fans can easily access their music videos. Such sites enable easy access to a variety of videos like music, sports, documentaries and movies. Other widely used social apps are WhatsApp, Google+ Hangouts and LinkedIn.

WhatsApp Messenger is a proprietary cross-platform instant messaging client for smartphones that operates under a subscription business model. It uses the Internet to send text messages, images, video, user location and audio media messages to other users using standard cellular mobile numbers. It is one of the most popular messaging applications widely used across the world.

Google+ Hangouts is a free video- chat service from Google that enables both one-on-one chats and group chats with up to ten people at a time. While somewhat similar to Skype, FaceTime and Facebook Video Chat, Google+ Hangouts focuses more on "face-to- face" group interaction as opposed to one-on-one video chats and utilises sophisticated technology to seamlessly switch the focus to the person currently chatting,

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document network of people they know and trust professionally. A LinkedIn member's profile page, which emphasis's employment history and education, has professional network news feeds and a limited number of customisable modules. The basic membership for LinkedIn is free.

 JOB PROSPECTS IN SOCIAL MEDIA

Social Media is becoming increasingly popular among professionals. With the advent of networking sites like X and Facebook that have popularized and the expanded the reach of social media, a lot of businesses are trying to tap opportunity. There is a huge scope for social media marketing in India as majority of Indians are now voraciously active on social media. A number of brands have shifted their efforts from traditional marketing to digital marketing to connect with their customers and future prospects. If employed properly, it can even help start-ups to rise to prominence.

CONCLUSION

There are a lot of opportunities in the Mass Media industry spread over a wide variety of roles and functions. This field is not immune to the ebb and flow of the global economy. The Mass Media industry is undergoing a rapid growth with rise in digitisation, broadcast and DTH (Direct-to-home) technologies. This has resulted in the proliferation of news channels. For each channel that comes on air, a plethora of jobs covering the entire gamut of news coverage and production are created. This has led to a lot of demand for trained professionals in this industry. Media professionals with the right blend of skill sets and training find a ready market for employment. The sharp rise in the number of Internet users augurs further well for Media sector in India.

Observers say that the share of traditional media maybe slowly declining with increased digital adoption but there is still high headroom for penetration with only 54% of Indian households having a pay TV connection compared to more than 70% in China. In this backdrop, a career in Media continues to be as promising as before.

Also read : Social Media FAQs