4. Defination
• Mass media is communication
whether written,brodcast, or spoken
that reaches a large audience
• Mass media is a significant force in
modern culture
• Most powerful tool in developed as
well as developing countries.
5. Conti…………..
• It can aid promoting right thing at a very
right point of time , or can make use of any
situation to create disturbance around the or
in the society .
• Media provide strong message to world that
what is right and what is wrong .
• Earth become global village because of
media
6. History of Media
• Dramas are considered to be the oldest
media type present in almost all ancient
cultures
• The first dated printed book ‘ diamond sutra’
printed in china in 868 A.D.
• IN 1900 electronic media is introduce
• Mobile phone use commonly since 2000
7. Types of Media
•Media are of following
types
•Print media
•Electronic media
•Interactive media
8. PRINT MEDIA
•Print media in which paper and
ink is used
•Newspaper,magzine,classifid
,circulars,journels,yellow
pages,billboards,posters,
brochures and catalogues
9. ELECTRONIC MEDIA
•Media which are heard ,
watched by us. One way
transmission over waves to
reach a wide audience .
•Radio, television etc.
10. INTERACTIVE MEDIA
• Internet
• Internet is international network of computer
• Today become most common type
• Social media
• Device commonly use call mobile phone known
to be first permanent media to be carry always .
11. ROLE OF MEDIA
• On the role of media in society
sociologist presents three
perspectives
• Limited effect theory
• The class dominant theory
• The culturalist theory
12. Limited effects theory
• This theory was originated and tested in 1940s and
1950s
• According to this theory people generally choose what
to watch or read based on what they already
beileve,media exerts a negligible influence.
• Mostly well informed people relied more on personal
experince,prior knowledge and their own reasoning.
• Media have limited effects.
13. Class dominated theory
• This theory originated in 1990s.
• Media reflects and projects the views of a minority
elite, which controls it
• Those people who own and control the corporations
produce media comprise this elite.
• Advocates
• Human voilation,media cant talk on it because they
receive million of dollars from different European
countries for advertisements.
14. Culturalist theory
• This theory combines other two theory.
• It claim that people interacts with media
to create their own meaning out of the
images and messages they receive.
• According to this audience are active
player not passive player.
15. Media in pakistan
• Pakistan inherited 05 radio channels before its
birth
• International trend play important role in the
development of pak media.
• Initial decays Pakistani media’s history
dominated by ptv.
• Government was compelled to permit
freedom of media.
16. Role of media in pakistan
• POSITIVE ROLE
• Level of awareness
• Development efforts of state
• Development of public opinion
• Help in educational efforts
• Supports democracy
• Supports to public issues/affairs
• Highlights public issues
17. Conti…..
• NEGATIVE ROLE
• Consumerisms
• Moral vacuum
• Westernization
• Not developing national image
• False values
• Manifestation of interests
• Exaggeration
• Danger of socialization
• Overloaded with information
18. Ptv as a mouthpieace of state
• Formation
• Structure, nature
• Government policy
• Past,present,future
• Comparisons with other private
channels.
19. Negative role of media
• They involve us with itself
• Exaggeration
• Destruction of moral values
• Represents elite class
• International media represents bad picture of
Muslims.
• Quite on human violation.
• Overloaded with information
