Communication and Media

Media is the term used to signify,as a class, that section of the media specifically conceived and designed toreach a very large audience (typically at least as large as the wholepopulation of a nation state).

 At the end of the twentiethcentury marked the age of WWW (World Wide Web) by which anyone could get accessto any information required and this established a revolution of mass media,with an individual being able to reach out to the global audience andvice-versa.

 The act of transferringinformation through various Medias is called as communication. With theevolution of internet, video conferencing, IP phones, e-commerce etccommunication has reached to different level. It wouldn’t be wrong to claimcommunication and media as inter-dependent processes. Sometimes communicationbecomes a part of media depending on the type of communication used to conveymessage. The extensive usage of media is today addressed as mass media.

Despite being a relativelyrecent development, the mass media plays a crucial role informing and reflecting public opinion. It communicates the world toindividuals, and it reproduces modern society's self-image. But how much exogenousinfluence does the medium wield? Early critiques suggested that the mediadestroys the individual's capacity to act autonomously

Ina relatively uncompetitive market like mass media, advertising allows sellersto create or exaggerate diversity among fairly similar competing products,without lowering prices or adjusting production. In an advertising-based mediamarket, there is a high premium placed on the ability to attract advertisers.For example, a newspaper that sells ad space can use that revenue to cover thecosts of production and sell copy at a lower price. This gives it a distinctadvantage over a paper with inferior ad sales, eventually allowing it tomarginalize its competition and inherit its market share. The mass media’sreliance on is advertising revenue, as discussed above. Another difference isthe media’s “product.” In most markets, the buying and selling of goodsgenerally only affects the buyer and seller of those goods. The business of mass media, however, is the production and dissemination of ideas andinformation, a service that is vital to a functioning democracy.

The innovations and inventions in theworld of internet, media and communication has set the trend for constantchanges, and experts believe that there is still 90% potential for the massmedia and communication industry to grow, which means most of the world hasstill being untapped with such trends and these two concepts will play a majorrole in a constructive way in the lives of individuals, institutions and corporates.