Communication refers to the exchange of thoughts, messages or information. There are various means of communication like newspapers, magazine, radio, television and internet and reach out to huge masses. These means collectively are known as media or mass media. Newspapers and magazines are known as print media while television, radio, telephone and internet are called as electronic media as they use electro mechanical energy.
The various technologies used by media over the years have evolved greatly and increased in reach like through satellite transmission, it is possible to watch events like Olympics at home on TV itself.
Mass media generates money through product advertisements to sustain. The advertisements are places in between popular shows to catch the attention of viewers. In India, media plays an extremely important role in discussing vital issues and shaping the opinions of the people.
Media sets an agenda as to which event can be turned into news. However, media should always have balanced news reports with all the view points in the news story and leave the judgment for the viewers or readers.
Media companies are usually owned or hugely influenced by the big business houses. For the well-being of democracy, media should be totally independent of internal or external forces. There are times when the government prevents the media in sharing some news, song lyrics or movie scenes with the public. This is known as censorship.
The urban audience is catered by leading newspapers and television programmes, while for the rural audience many local groups have come up with local media. For instance, the community radio gives valuable advice to the farmers. Media is a vital tool which can inspire and influence people highly.