meaning of mass media and its importance in mass communication

Topic: Meaning of Mass – Media and its importance in mass communication

Name: Gohil Hetalba

Roll no: 08

m.a.- ii  sem – iv

Paper no: 15 mass communication and media studies

Year = 2013 – 2014

Submitted to: smt. S.b. Gardi.

                                 Dept. Of English

                                 Maharaja Krishna kumarsinhji university, Bhavnagar (Gujarat)

v    Meaning of mass media and its importance in mass communication

This century is wholly dedicated to technology. It’s the age of information explosion. Everyone around us is stuffed with information. A person with ought much knowledge of computer is considered an illiterate person. We find aged people learning computer from young generation. The use of smart ones and internet has forced us to study the effects and importance of Mass media in our life. Here , I am suppose to discuss the Meaning of Mass Media at length and its importance in Mass Communication .

           Individuals with high levels of trust in the mass media tend to be healthier according to a new study of people. Mass media aims to reach a very large market, such as the entire population of a country. Mass media means _

                 “A means of public communication reaching a large audience”.

 “ The mass media are diversified media technologies which are intended to reach a large audience by mass communication. The technologies by which the communication occurs are many in varieties.”

              With the explosion of digital communication technology in the late 20^th and early 21^st century, the question of what forms of media should be classified as “mass media” has become primary. In the 2000s a classification called the “seven mass media” was popular. Those seven are

1.    Print

2. Recordings

3. Cinema

4. Radio

5.   Mobile phones

6.  Internet

7.   T.V.

There is a controversy among the scholars whether to include the cell Phones as the mass media or not.

“Mass Media refers to medium which can communicate a message to a large group often simultaneously”.

                                  The print media use a Physical object such as a newspaper, book, pamphlet or comic. Through this physical objects the information is imparted.

           Outdoor media is a form of mass media. It includes billboards, signs or play cards placed inside and outside of commercial buildings sports stadiums, shops and buses, some other outdoor media includes blimps and skywriting, public speaking and event organizing’.

    The digital media covers internet and mobile. Internet provides many mass media services such as email, websites, blogs, Facebook, whatsapp, and internet based radio and television. Understanding a population and Culture, which is why the field of media studies is very vast?

Ø  Five characters of mass communication  have been identified :

ü  Comprises both technical and institutional methods of production and distribution. This is evident throughout  the history of the media from print to the internet, each suitable for commercial utility.

ü  Involves the “commiseration of symbolic forms”, as the production of materials relies on its ability to manufacture and sell large quantities of the work,. Just as radio station rely on its time sold to advertisement, newspapers, rely for the same reasons on its space.

ü  “Separate contexts between the production and reception of information.”

ü  Its reach to those far removed in time and space, in comparison to producers.”

ü  Information distribution – a one too many form of communication, whereby products are mass- produced and disseminated to a great quantity of audiences.

       People often think of mass media as the news, but it also includes entertainment like television shows, books, and films. It may also be educational in nature, as in the instance of public broadcasting station that provide educational programming to a national audience political communication including propaganda are also frequently distributed through the media as are public service announcements and emergency alerts.

              Watching, reading, and interacting with a nation’s media can provide clues into how people think, especially if a diverse assortment of sources are viewed.

v    Functions

Mass Media gives information. It educates. It entertains. It transmits the heritage, it’s commercial.

v Development of Mass Media

  

EPS = Elite – Popular – Specialization

  All media develop in three stages.

1.    Elite: Media appeals to the affluent. Affluent is considered as the leasers of cultural and social trends.

2.  Popular: when the notion breaks through the barriers of literacy and poverty, it enters the popular stage and reaches the mass culture.

3.  Specialization: Here, there is demassification of the mass media due to information explosion and advancement in communication technology.  Media is consumed fragments of popular each with his own interest and cultural activates.

v      Types of communication

  

1.    Intrapersonal communication

2. Interpersonal  communication

3.  Mass communication

4.  Mass line communication

5.   Group  communication

v       Sub type of communication

                                                                                                     I.             Formal – informal communication

                                                                                                II.             Hyrical  - Vertical communication

                                                                                          III.             Universal communication

                                                                                            IV.            Cosmic communication

v        Communication 

“Communication is a process through which one person or a group of person transfer, their thoughts, ideas to other person or group of persons with the help of the media device or channel.

 A human relationship involving two or more persons who come together to share, to dialogue and commune. Thus, we can say that communication is not just an act or a process but also a social and cultural togetherness.

“Communication is a process which increases commonality but also requires elements of commonality for it to occur at all.”

                                            _ Denis Mcquail

The Sanskrit ‘Sadharanikaran’ comes closest to the term of ‘ common’ or commonness usually associated with communication.

The communication process involved a series of action taking place that involve various type of expressions, interpretation response.

 

   Sources  -  Encoding  - Channel - De

Ocoding  - Receiver      

                                                                               Feed

                                                                                             Back

v      Barriers of Communication

  Communication is affected by some Barriers. Some of the main barriers are:

ü  Linguistic Barrier

ü  Environment

ü  Mechanical

ü Physical

v      Osgood and Schramm Model

Schramm defined communication as sharing of ideas or attitudes. He endured – 3 important elements or Communication i.e. sources, message and destination. He emphasized on the encoding and decoding.

 

                     Message

                          

Encoder                                            Decoder

 Interpreter                                      Interpreter                   

     Decoder                                          Encoder

                                                      

                                                                    

                         Message

    Communication needs medium that is media to convey the message. Immense popularity among all classes, but particularly among the working class in industrial societies is one of the main features. Some more features of the Mass Media are

v Mass production and mass distribution

v Unlike ‘Elite’ or ‘high’ culture is aesthetic and literary stands are low, and commercialized, as it is mass produced programmed aimed at the mass.

ü The culture propagated by mass media is not necessarily the popular culture of the masses of the majority community in the country.

ü  This mass culture is a complex cultural phenomenon which is a creation of the mass media. It is the culture that is entirely urban process resulting from rapid industrialization and alienation from the majority culture.

v       Some models of communication

1)     Ritual Model:     The model suggests that communication is thus seen as a process of creation, representation and celebration of shared belief. An American anthropologist suggested this model.

2)    Communication as Dialogue  :   This models gives us the three key elements which are  -

a)               Liberation

b)             Participation

c)              Conscientiousness

                                    

3)    Communication as Power Relationship:         This model is based in Marxist ideology. It sees conflict and class differences rather the consensus as the function of communication. At some places, communication is an exercise in power of one individual over another, of an individual over a group, and of mass media owners and producers or professionals over audiences.

v     Indian communication Theory

This theory of communication forms a part of Indian poetics and can be traced to a period between second century B.C. and first century A.D. in the works of Bharat.

                            It draws its central, idea from the concept Sadharanikaran which is near in meaning to the Latin term communis, commonness, from which the word communication is derived. As per this theory communication is an activity among “Sahridayas” that is our nears and dears.

                  Apart from Bharat Muni’s Theory there is Hindu Theory (philosophical view) and Buddhist Theory.

v       Need for Communication

Man’s need of communication is as strong as the need to eat, sleep and love.

         Communication is as much a natural need as it is a social requirement in order to engage in the sharing of experiences, through symbol mediated interaction.

                                  It requires active interaction with our physical, biological and social environments.

              The basic human need for communication can perhaps be traced in the process of mankind’s evolution from lower species.

           Excommunication or lack of communication may lead to sensory deprivation, anxiety, depraved, judgement, and strange visions.

v      Importance of Mass Media

Media affect our modern life in nearly every way.  With a turn of a magazine page or an easy flip of the TV channel there at our disposal is a huge array of potential identity is a huge array of potential identity replicas. In contemporary society identity is continuously unstable; it must be selected, constructed and created with reference to inevitable surrounding media traditions.

                       Media holds a very powerful capacity to set social issues for mass audience to assume and talk about when we connect with the media, we act and are acted upon use and are used by the system. Main work of media is to inform the people. 

          A modern democracy cannot work without the media which are an agent between public and state, the Latin word “medius” describes a status in the middle and that is exactly where we can find media between two entities of communication. We cannot organize a meeting of millions of people together so to reach those media is the option.

                       Media have important task of entertaining and creating topics of conversation.

           But sociologist warns against a so called knowledge gap. This means that a gap develops between people who are informed and take part in cultural and intellectual life and people who are not.

v        Conclusion

Mass media have big influence on our all day life. They set trends and spread them, they influence our way of thinking in an enormous way and they have a long arm in political issues.

          Mass media has become an integral part of our lives and cannot be separated from our life. Our values and way of life in the society in this information influences era are strongly influenced by the mass media.

                                                                                  

 

      

       

  

        

     

significance of the title ' The White Tiger' paper no 13

Name:   Gohil Hetalba indrajitsinh

 Roll no: 08

M.a.  – Ii SEM – 4

Paper no:

Topic: Significance of the title “ the white tiger”

Submitted to :  dr. dilip barad

                               Dept. Of English

                                 Maharaja Krishna kumarsinhji Bhavnagar (Gujarat)

Year : 2013 – 2014
 

v     Significance the title of the white tiger

“It‘s the 21th century

World has advanced in many ways,

Yet poverty still cries

Looking at the little boy with tears in eyes.

Desperately searching for love, companion and good cloths.

We all know what it clearly indicates and show poverty.

I see poverty in a rich man- trying to find love;

I see poverty in a well – educated man who lacks modesty.

I see poverty in selfish man who wants more

The world is still imperfect despite all the advancements,

Because there is poverty.”     

-       Neeru Tandon

v      About White Tiger’s author Arvind Adiga

           Arvind Adiga was born on 23^rd October 1974 in Chennai Tamilnadu. His book The White Tiger received Man booker prize in 2008.

          After immigrating to Sydney he studied English literature. Adiga began his Journalistic career as a finical journalist. The White Tiger’s Indian hand cover edition has sold in excess of 200,000 copies. In an interview Adiga says “I don’t think a novelist should just write about his own experiences yes. I am the son of the doctor, yes I had a rigorous formal education, but for me the challenge of a novelist is to write about people who aren’t anything like me.” And Adiga succeeded in doing so.

       “At a time when India is going through great change and with china, is likely to inherent the world from the west, it is important that writers like me try to high light the portal injustices of society. That’s what writers like Flaubert, Balzac and Dickens did in the 19^th century and as a result, England and France are better societies. That’s what I’m trying to do it’s not an attack on the country, it’s about the greater process of self – examination.”

v      About the novel

                                  The novel is about a poor villager called Balram. The boy lost his mother earlier and while studying in school lost his father. At the school he was a scholar. One of the inspectors who came for inspection in school called him White Tiger. Unfortunately, at early age Balram was forced to earn money. Later on he becomes a driver of taxi in Delhi. While in Delhi he saw the world of glamor and fake personalities. He decides to kill his master. He took the bribe’s money and left for Bangalore but treats people under him well. He doesn’t take wrong path but he helps his drivers. A boy from a very small village with his capacity becomes a great and wealthy person.

                  Adiga’s book is multi – layered. The book is exotic, beautiful, mysterious, colourful, and mystical. India’s major problem is vast ditch between the rich and poor. The white tiger stands out  from the most novels by Indian writer as a distinct one. Adiga sees India through the eyes of his protagonist. Balram Halwai India is developing as if it is a miracle. But Indian people whose condition is similar to Balram’s situation will have little chance of sharing the wealth of the nation. Adiga relates how a small minority subjugate the majority.

             A white tiger is the rarest creature in the jungle that come along only once in every generation. When Balram attend his school in village he was singled out by a school inspector as the “White Tiger”, of his contemporaries. He was the only one child in the class who was able to read and write. The inspector even promised him to give him a scholarship further study to fulfill his potential. But this boy’s bright future was to be spoiled. Fate had other plans. His family was in debit and he was forced to leave the school. This brilliant boy could not study further but starts working in order to pay his landlord’s debt. The land lordship ruined the poor not only in India but everywhere. Adiga here skill fully develops the realistic view of the Indian village where to grow something you have to pay second person, to get water to the field you have to pay the third person, to drive you have to pay to another person. Currently Baba Ramdev raised the issue of tax. Indian has to pay many type of taxes, house tax, water tax, entertainment tax, etc. A small merchant had to suffer a lot, except paying tax he used to pay excise duties. In Gujarat, now – a – days we don’t have to do so.  

                           Adiga uses an effective technique Balram’s life story is revealed through letter. Balram comes to know from radio about the China’s Premier’s visit to India. So he writes him to warn him not be fooled by false picture that the politicians might paint during his visit about life in India. Balram believes himself to be a social entrepreneur who thinks the best way to understand life in India is to tell his story.

           As soon as Ashok returns from America Balram becomes his driver. Apart driving he also cooked, cleaned and did all sort of work his new master demanded. Balram calls the master - servant relation to be the “Rooster Coop” syndrome. In the markets of New Delhi, hens and are stuffed into wire cages where they pack and shit on each other as they flight to breathe. According to Balram, it’s the same for the poor in India. They are busy fighting with each other that they cannot escape their cages.

             The family is at risk if the servant misbehaves. “Balram says it would take a unique individual, a white tiger even to risk the lives of his entire family for the seven hundred thousand rupees his employer carries in red leather bag to bribe a politician.                 

              

                Balram is humiliated many a times. When his employer’s wife after getting drunk drove car, killed a child. Balram was forced to sign a confession that he was driving. Balram is shown as a perfect servant. He worries about each and every matter of his master. He is not happy with his master but he is a part of the system he decries. With enormous strength and luck, he is able to live up to his “white tiger” label. Balram is not reformer yet he thought of opening a school where children get a real education so they too can be “white tigers”. Balram’s India is such a forest where there is no mercy. He wants many white tiger on his side. He wants the freedom from oppression. Shockingly, he murder his employer_

         A critic says _ “ I thought it was great one of my favorites , an ambitious and brave book a well crafted allegory warning to the west were on the rise you’re on the decline.”

            After shocking murder Balram becomes an entrepreneur who hides himself now and then in order to save himself from Indian police.

       White Tigers are rarely seen and entrepreneur like Balram are hardly seen. The white Tiger Balram is at the center of the book. He represents the poor, the subaltern, the illiterate, lower class India. These people are deprived of basic needs and are always victims of exploitation. Balram can be compared with Velutha the protagonist of Arundhati Roy’s “The God of Small Thing” like Balram he was vigorous person. His father was a servant here the son, Balram is servant.

          “Balram is a typical voice of underclass, metaphorically described as Rooster Coop struggling to set free from age old slavery and exploitation. His anger, indulgence in criminal acts, prostitution, drinking, chasing, grabbing all the opportunities and means fair or foul endorse deep- rooted frustration and its reaction against the haves.”

         Kiran Desai’s ‘The Inheritance of Loss’ Arvind Adiga’s ‘The White Tiger’ Arundhati Roy’s ‘The God of Small Things’  depict background India. All the three talk about deprived and frustrated, upper and lower class struggle. Indian religions, economical, social, political and cultural problems are discussed in the books. ‘Gyan’ in ‘The Inheritance of loss’ was forced to join the movement same way Velutha  joins as a member of political party while Balram was forced to kill a person who was him master due to the slavery and cruelty of his employer. Unemployment in India is one of the major problems.

      Adiga shows the ‘darker’ and ‘brighter’ sides of India. The white Tiger reflects the struggle, humiliations, atrocities and cruelties of the dominating class towards the poor, inferiors and servant class. Balram’s statement draws us into darkness and compels to think about the emotional and psychological state of lower class people like driver, servants, guards and rickshaw pullers. They are subordinate, marginalized and dominated by masters. Mukesh and Ashok are presented as hollow men Pinky madam symbolizes the modern woman of dark India far away from the social , moral and family values.

                      Like ‘One Night at Call Center’ The White Tiger also satirizes on Indian people. By the end of the novel Adiga puts a big question mark on India’s more than sixty years old independence. He compares men and women of Bangalore with animals who sleep in the day and work all night because they have to work according to the time of their master’s country.

                              “See, men and women in Bangalore live like the animals in a forest do. Sleep in the day and work all night, until two, three, four, five O’clock depending because their masters are on the other side of the world in America.” Here, we remember Chetan Bhagat’s novel that shows the condition of people working at night for the owner of the company in the U.S.A.

v      Conclusion
    

No doubt Adiga present a dark jungle where all social, political, legal and religious system seem to have entirely failed but in this jungle Balram appears as a white tiger who survives beyond the bondage of the cage. The image of the white tiger is evoked for the final time by Balram to “take money, and start a school an English language school – for poor children in Bangalore.” In the end of the novel Balram’s optimism is seen.

                 No doubt The White Tiger is a shocking tale that throws light on every dark aspect of modern India but even amid this darkness the writer seems to be very optimistic for India. The White Tiger revolves around the center figure Balram who was given the name White Tiger, through his way of taking bribes money by killing seems judicious as far as his suffering is concerned. The title ‘The White Tiger’ is very important. Tiger symbolizes the vigorous strength. Also the tiger is ferocious animal. People like Balram awakens would make India shining in real sense.