Media And The Mass Media

1. INTRODUCTION

We live in an enchanting world and an even enchanting society. Media carry a significant power and play an important role in our democratic society. They encompasses all around, from the shows and debates we follow on the television, the music we listen to on the radio, to the books and magazines we read in our daily lives. More than any other kind of medium, television accomplishes enormous different goals. The mass media today comprise television, radio, Internet, newspapers, email, books, cinema and fax. Every facet serves for different purpose and performs specific tasks.

Nowadays, life without the media is simply unimaginable as it is the technology. Media present to us entertainment, information and the world we are

This can be written, spoken or broadcast communication. With the definition of the Adler about the mass media we can assume that the mass media incorporate all forms of information communicated to different groups of people, from handmade forms to an international news network. There is no standard for how large the audience needs to be before communication becomes "mass" communication. The most well-known structures of mass media are television, radio, newspapers, magazines, social media, Internet, movies and advertisements.

Similar definition tries to bring John Pavlik, an American academic and author, as well. In his book “An introduction to mass communication” he alludes that mass communication refers to the technology that is used to communicate to a large group, or groups of people in a short time frame (Pavlik 2004). "Mass media" is a term embracing innumerous arrangement of institutions and individuals who vary in method, purpose, scope and cultural

Therefore, television entertains us with game shows, TV shows, movies, and sports. Radio provides us with a large variety of music, talk shows, and entertainment to listen to. We turn magazine pages to catch on more about our preferable interests and hobbies, our favorite articles. Newspapers make it easier for us to be informed with the world around us. And the Internet offers us unlimited information access on any issue we are interested in.

The essential goal of the media is to create an informed society. As a mean of information, a medium serves for the transmission of information, concepts and ideas to both general and specific audiences. It is a significant tool for advancing public health goals. Communicating about health through mass media is complex, however, and challenges professionals in numerous disciplines. In an article in the Journal of Health Communication, Winett and Wallack wrote that "using the mass media to improve public health can be like navigating a vast network of roads without any street signs—if you are not sure where you are going and why, chances are you will not reach your destination." (Winett and Wallack