Page 150 - Journeys Through Society-7
P. 150
The different technologies that mass media use are The most popular form of earning revenue in the
expensive. Just think about the TV studio in which the media is though advertisements. The purpose of
newsreader sits - it has lights, cameras, sound advertisements is to influence the audience and
recorders, transmission satellites, etc., all of which encourage them to buy the products advertised. The
cost a lot of money. companies that advertise their products pay revenue
to the TV channels. The same holds true for radio,
newspapers, etc.
Role of Media in Democracy
It is often said that the ‘media is the storehouse of
information’ in a democracy. The media cannot
function independently of the government. The
government cannot function properly without the
A cameraperson shooting a movie scene
media. It is through the media that we come to know
In a news studio, it is not only the newsreader who
about the issues related to the functioning of the
needs to be paid but also a number of other people
government.
who help put the broadcast together. This includes
Democracy works on the principle of participation.
those who look after the cameras and lights. Also, as
you read earlier the technologies that mass media use The media plays an important role in a democracy. It
keep changing and so a lot of money is spent on has the capacity to create an informed opinion.
getting the latest technology. Due to these costs, the It enlightens and empowers the people. It is essential
mass media needs a great deal of money to do its that people have access to information for the healthy
work. As a result, most television channels and functioning of a democracy. Access to information
newspapers are part of big business houses. ensures that citizens make responsible, informed
Mass media is constantly thinking of ways to make choices rather than acting out of ignorance or
misinformation. Secondly, information also serves as a
money. One way in which the mass media earns
money is by advertising different things like cars, check on elected representatives. It ensures that
chocolates, clothes, mobile phones, etc. You must these representatives work towards the aspirations of
have noticed the number of advertisements that you the people who have elected them. It is in providing
have to see while watching your favourite television this information that the media plays an important
show. While watching a cricket match on TV, the same role.
advertisements are shown repeatedly between each Access to information on the functioning of the
over and so you are often watching the same image government enables the citizens to voice their
over and over again. As you will read in the following opinions against unfavourable government policies
chapter, advertisements are repeated in the hope that through the media. The media promotes democracy
you will go out and buy what is advertised. by educating voters, protecting human rights,
promoting communal harmony and ensuring that
governments are transparent as well as accountable
to the people.
Wow Fact
There are nearly 3.5 billion active social
media users, and every 6.4 seconds a new
account has been created. Every user has an
average of 7.6 social media accounts. They
spend around 142 minutes on social media
every single day.
An advertisement for a two-wheeler
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