INTRODUCTION

INTRODUCTION:
The word “media” is derived from the word medium, meaning mode or carrier. The media is intended to reach and reach a broad target group or audience. The word was first used with regard to books and newspapers, that is the print media, and with the advent of technology the media now includes television, movies, radio and the Internet. In today’s world, the media is becoming as essential as our daily needs. Today’s media play a remarkable role in creating and shaping public opinion and strengthening society.

The media is the arm of democracy. The media act as watchdogs to protect the public’s interest in professional misconduct and to raise public awareness. Today, when politicians take full advantage of their positions, an evil network of mafia and crime syndicate makes life of the ordinary man miserable, the taxpayer’s money is siphoned for the personal gain of influential and ordinary people are a mere media-seeker has greater responsibility As the fourth pillar of democracy with the judiciary, executive and legislative branches, today’s media have a global role to play against injustice, oppression, mischief and the partiality of our society.

Since the days of residence, the media have remained an integral part of human civilization. From the time of the Vedas and Upanishads to the edicts of kings and emperors like Chandragupta, Asoka to mediaeval Indian mass gatherings to audio and print media, the media have always played a key role in our society. During Freedom Days, wrestling journals like Tilak Maratha, Mahatmaji Young India acted as a platform to place the common Indian demands and express loneliness with freedom fighters. India’s post-independence media has grown phenomenally and now includes more than 50,000 newspapers, hundreds of television and radio channels.

In this era of liberalization, privatization and globalization (GPL), the world has reached our fair thanks to the media. Since the introduction of television in our country in the late 1970s, visual media has become a very powerful tool for informing society about current news, entertaining people and shaping public opinion. World Wide Web and Web 2.0 technologies have given rise to electronic media where even ordinary people can express their opinions through blogs, website postings, Facebook and Twitter, such as social media. Coupled with traditional print media, all these audio and video media are aimed at a richly diversified media industry in India.

The media is helping to fight against corruption, nepotism, cronyism of institutional mechanisms and incessantly campaign against them. In independent India, from the Mundra affair to the jeep scandal to the hawala affair and the bribes received in various defense cases, the Indian media play laudably by exposing the man of Highly corrupt state. In the recent Commonwealth scams to 2G, exposed to television and the print media, the media acted as a catalyst for government action forcing the government to take action, including the suspension of ministers and the in prison of ministers. Who can forget the crusade taken by the Indian media in the Nirbhaya rape case and shape public opinion into one of the most heinous crimes the world has ever seen. Without the media, news of government regimes and benefits would never have reached the target audience.

TYPES OF MEDIA:
We can begin our discussion of the media by defining and describing the different types of media that children use today. Modern media come in a variety of formats, including print media (books, magazines and newspapers), television, movies, video games, music, cell phones, various types of software, and the Internet. Each type of media involves both content and a device or object through which that content is distributed.

Print media:
The term “print media” is used to describe the traditional or “old-fashioned” print media that today’s parents have learned, including newspapers, magazines, books, comics and graphic novels. Historically, only wealthy publishers had access to the sophisticated character-defining technologies needed to create printed material, but that has changed in recent years with the widespread availability of adware.

TV:
Television has been entertaining American families for more than fifty years. At first, there are few programs to choose from, but today, there are literally hundreds of general and specialized channels to choose from. Where it was once the case that they have been broadcast on television, this is no longer the case. Today, viewers can call a movie or television episode whenever they wish, through pay-per-view satellite or cable services or free on-demand services. They can also download or broadcast episodes from the Internet and view them on their computers. Viewers can use DVR (digital video recorder) devices, such as a Tivo, to record programs at the same time and view them at another time. Viewers with some cell phones can even watch programs through their cell phones.

Films:
Movies are the oldest form of motion picture technology capable of capturing realistic video style images. Originally, movies could only be consumed in a neighborhood movie theater, but these days are widely available to people in their homes, on their computers and even on their phones. Commercial films are broadcast on television and cable and satellite services that can present resolution of high definition (HD) video and sound, which essentially allows the cinematic experience to be replicated in a home theater environment. Commercial films are also distributed on DVD and Blu-Ray discs, which can be downloaded from Amazon.com and through mail services such as Netflix and downloadable computer files. or transmitted through Netflix or cable services on demand. Home movies produced by amateurs with low-cost video cameras are also widely available through YouTube.com and Vimeo.com.

Video game:
Available since the early 1980s, video games have only gained popularity among young people. Today’s games make use of advanced graphics and processors to allow you to play games with highly realistic landscapes and physics simulations, and the ability to compete against other players through a network connection. Modern video games are immersive, exciting and interactive. The players feel as if they are really in the situation due to the realistic graphics and sounds. Through video games, young people can extend their simulation game, as they become soldiers, extraterrestrials, racing drivers, street fighters and soccer players.

Popular game consoles today include Nintendo Wii, Microsoft Xbox 360 and Sony Playstation III. There are also handheld consoles that allow mobile games such as Nintendo DS. In addition, some video games can be played on personal computers. Most video games use a portable device with buttons, joysticks and other devices to manipulate the characters on the screen. However, newer gaming systems use motion detection sensors, such as accelerometers that encourage players to move their entire body to complete the activities of the game. For example, in Wii Tennis, a player swings his entire arm so that the player on the screen hits the tennis ball.

Games like the recently popular World of Warcraft are played in a networked world by players at the same time. Players can cross the street all over the world using the Internet to participate in a shared three-dimensional world.

MEDIA FUNCTION:
Almost everyone gets their information about global, national and local media issues. This article provides information on how to influence public opinion, determine the political agenda, provide a link between government and people, act as a government watchdog and affect socialization.

Public opinion
The media not only report the results of public opinion surveys conducted by their organizations, but also their own surveys in their news coverage. More importantly, newspapers and television help shape public opinion as well. Research has shown that the positions of Americans in the media, especially when the media are divergent and provide an in-depth analysis.

Political agenda:
The term political agenda is broader than the term public opinion, and refers to the problems that Americans consider being the most important and that the government must address. The form and scope of media coverage affects a person’s perception of issues such as crime, civil rights, economics, immigration and welfare.
Link between the government and the people:
The media is the medium through which the government informs, explains and tries to obtain support for its programs and policies. President Franklin Roosevelt’s “conversations in the fireplace” used the radio in this way. Today, major networks do not always give the president the desired transmission time if they believe the purpose is essentially political. If they grant the time, the opposition party usually has the opportunity to refute what the president says or present their own views on a subject immediately after the president speaks.

Guardian of the government:
From garbage at the turn of the century to today’s research reports, an important function of the media is to draw the attention of the American people to evidence of corruption, abuse of power and ineffective policies and programs. Watergate would have remained just another burglary buried in the back pages of The Washington Post if Carl Bernstein and Bob Woodward had not delved into the story. Although the media is often accused of having a “liberal bias” (and, indeed, polls show that most journalists are liberal democrats), all presidential administrations face meticulous scrutiny by journalists. print and television media.

Socialization:
The mass media, more significantly through their news, reports and analysis, affect what and how we learn about politics and our own political views. Along with family, schools and religious organizations, television also becomes part of the process by which people learn the values ??of society and come to understand what society expects from them. In this sense, the impact comes mainly from entertainment programming. The television image of minorities and women, family relationships and the place of religion in American life is considered a powerful influence on our attitudes.

Some people believe that Americans, especially children, mimic the behavior observed in communications with the media. Therefore, they are concerned about the amount of sex and violence on television. This theory of behavior can be naive, and certainly lacks consistent or solid scientific evidence. However, perspective is an important political force, because it links social conservatives who disapprove of sexual promiscuity with social liberals who consider the arms culture of the United States unpleasant. Both the legislature and the executive have pressured networks to clean up what former Vice President Al Gore called the “cultural wasteland.”
Positive impacts of the media on society
The print media have a great positive influence on society. Most people read the newspaper every day first thing in the morning. Electronic media in all its forms are a great source of mass communication. It produces direct effects in the minds of ordinary people. It is a great source of entertainment too. The impact and influence of electronic, satellite, dish and cable transmission is excellent for society. The electronic means in the form of satellite transmission, Internet, cable network and antenna have many useful effects. It helps to give information about different cultures, social and political systems from different parts of the world.

It provides current news and information about what is happening in the world. The electronic media are the great source of knowledge about the geographical facts of the world. It also provides information about new discoveries. The media is a wonderful source of knowledge about science, the universe, the oceans, sociology and politics.

Negative impacts of the media on society:
As the media has its positive effects, it also has some negative effects on society. Children of students and young people waste their valuable time searching for websites on the Internet and on the cable network. Naked images, sexual material, sexual entertainment conversations on the Internet.

Case study: Zappos (online shoe store)
Why is Zappos so successful in social networks? What is your strategic focus? It all comes down to two things. Service and Culture, and believe that they are the same and, as their culture is unique and offers the company a competitive advantage, they use social networks to project that culture in the world.

So, what are some of the elements of this approach?
Service
• Have a Twitter account dedicated to service problems
• To discover service opportunities• The answer starts
• Amplify the compliment
• Strengthen the