Obviously, the biggest source of information nowadays is the mass media and it gives well detailed latest happenings to the general public at large. While there are different types of media playing an important role in giving out up to the minutes information, we shall consider them one after the other subsequently.
From time immemorial, media has been part and parcel of our noble society, even right from the time when people are used to paintings and writings as a means of sharing information. Thus, the mass media is, however, said to be the fourth state realm after the executive, legislature and the judiciary.
What is Media?
Media literally means the mode of sharing information. Technically, it is a means, vehicle, medium or channel of message delivery system that carries an information, advert or message to a particular audience of a particular locality.
Famous media platforms like Radio, Television stations, publication houses and the internet are the different types of media that are saddle with responsibility of convening well detailed information from one person to another.
Other than passing useful information in terms of news, educational contents and entertainment, the media is largely use for advertising too. Also, the nature of the products and target audience often determine the types or form of media to be used.
Factors to Consider Before Choosing a Media House
The following are the factors that most ads planners do consider before choosing the media house to market or promote their products or services.
- The products or services market requirements;
- The nature of the products or services;
- Target audience;
- The advert objective;
- The distribution strategies;
- Media availability;
- The budget placed on the advert;
- The size and nature of the business;
- Nature of the message to be passed and appealability;
- Competitor’s choices; etc.
Characteristics of the Mass Media
In the world we are today, we don’t need to wait for months before we get the gist of the happenings around the world and there’s no need to travel the oceans or wait for the magnificent pigeon before getting the latest news.
So it’s very much essential we highlight the significant changes, importance and characteristics of today’s media to the development of our society. They are as follows:
The major attribute of the media is to bring news, message and information to their listeners, viewers or readers finger nail.
One of the main attributes of today’s media is timeliness. The world at large stand the chance to get the latest gist, live, as it unfolds.
Unlike before where information and news are used to being spread without any iota of truth, the media of today wouldn’t publish anything without having a reliable fact and figures.
Another aspect of the today’s media that that brought a significant change to the society at large is the opportunity to know everything that’s going on around the World. The media covers a wide area and brings latest happenings around the world to the palms of their audience hand.
The media is also used as a means of impacting knowledge to people— through the instrument of TV stations and the internet.
Another characteristic of the media is entertainment. Other than bringing news to their audience as they unfold, the media are also known for creating and bringing joy and laughter to their audience face through entertainment shows.
Different Types of Media
As time passes by, different scholars of eminent personalities came up with various modes of convening news to the general public simultaneously. Recourse to the type or medium at which information is passed, their roles may vary too.
While they are all meant to communicate to their target audience; media can be broadly classified into 5 main types or categories and they are;
- Print Media;
- Broadcast Media;
- The Internet;
- Movies; etc.
1. Print Media
This type of mass media is used to be the first conventional way or means of delivering well detailed information to the general public back then. For the 80s and 90s generations, this print media was the lone class of media to inform, entertain and educate.
That being said, people place heavy reliance on the newspapers, magazines and journal to know new things and learn everything ranging from recipes, entertainment news down to the important happenings about any country of the world.
Advantages of print media
- It’s very flexible;
- It is usually targeted at a particular location and language selectivity;
- It often covers a wide area;
- It offers penetration;
- It has a high frequency and cheap;
- It readers are always involves; etc.
Disadvantages of print media
- It has a very short life span;
- Poor quality and presentation;
- Very difficult to understand by the illiterate; etc.
2. Broadcasting Media
Broadcasting media is the type of media that passes timely news and information via audio or audio-visual to their target audience. The major sources of the broadcast media are the television and radio station.
With broadcast media, you can watch all the various types of events as they are happening around the globe. Usually, the number of people that are interested in watching sport news, spiritual news and political news live are much more than the any other types of media audience.
Similarly, with radio as another source of broadcast media, you can listen to all kinds of news and at the same time enjoy the music that flows with it through switching of channels.
Advantages of Broadcast Media
- It has audio-visual benefits;
- It covers a wider area and location with an effective cost;
- It creates an intrusive attention;
- It reaches lower income people easily;
- The poor and illiterate are always carry along;
- It encourages mental imagery; etc.
Disadvantages of Broadcast Media
- Short lived message;
- Very intrusive in nature;
- It gives viewers limited attention;
- Too much of commercials or advert;
- Audience fragmentation; etc.
3. Internet Media
The Internet media is new in the world of mass media or news production realm. Ever since the rise of the technology, people have been relying on the instrumentality of the Internet to get the latest news more than they do with the customary news sources.
Websites and blogs provide information and meaningful contents in the form of text, audio and video. The Internet is capable of delivering any kind of news and it is faster compare to any type or other source of media.
Accordingly, the Internet changes the universe, connects people together and also deliver its users to ensure that they are in touch and always aware of any inventions, news or even pandemic. You can, however, use the internet to express your idea and it’ll get to millions of people across the globe within seconds.
Advantages of the Internet Media
- It has a global medium;
- It generates immediate response;
- It gives detailed and in-depth information and reviews;
- It reaches B2B fanatic easily;
- It has an interactive forum or medium; etc.
Disadvantages of the Internet
- It lacks media efficiency;
- Not too secure and full of unverified information;
- Very costly to patronize;
- It’s not persuasive; etc.
Game can be defined as a form of electronics devices that are designed and created purposefully for entertainment. It’s a virtual environment that gives it fanatic an easy access.
Equally, it is available on smartphones, PCs and simulations. Games are, therefore, a type of media that is grown and common between the youth.
While all the different types of media has their differences and the best area they work the most; when it comes to promoting culture or spreading social awareness, using the movie medium will give the best results.
Movies had played an unforgettable part in the entertainment realm. It could come in form of film, screen play, motion picture or moving picture and it has a world-wide reachability just like any type of the media.
Different Forms of Media
The forms of Media are born out of the types of media. That is to say, all the forms of Media in existence are fashioned out from the types or medium of passing out information to people.
Though not limited to the below mentioned, the following are the different kinds of Media.
The newspaper belong the print media family. It’s a form of news media meant for a very large number of audience consumption and it’s often published and distribute on a daily, biweekly, weekly or monthly basis.
While newspaper is known to be distributed locally, nationally or internationally, it can be read at any time that’s convenient for the readers.
The major coverage in a newspaper includes feature articles, editorials, sports news, politics, science and technology, international news, finance as well as entertainment.
Classification of Newspaper
This is also known as a local newspaper. It is a newspaper that is published once in a week as it covers what happened in a particular locality in the past week. This type of newspaper has no value to people outside this region or environment.
This class of newspaper covers national issues as it contains virtually everything that’s going on in the nation with little recourse to the international happenings.
Special or Specific Audience Newspaper
As the name implies, specific audience class of newspaper is a paper published on a single subject matter aimed at a specific target audience. It could be a newspaper published mainly on fashion; it could be a sport newspaper that covers only sport events and so on.
Magazines are as common as newspaper but don’t have much audience compare to newspaper. Usually, it’s being published on a weekly, bi-monthly, monthly, quarterly, or on a yearly basis.
It’s a special informational and entertainment forms of media that specializes on consumers need, fashion, businesses, etc. It allows the presentation of news or events with illustrations, colors, images, etc.
More often than not, a magazine as a source of news media contains information about lifestyle, finance, food, business, fashion, sports and so on.
Different Types of Magazines
This type of magazine is bought by the general public to get hold of a past event and entertainment. Often, it’s targeted at a particular audience. It may however be; a glamour magazine, general interest magazine, film magazine, women lifestyle, etc.
This kind of magazine entails publication of trade journals, industries or Corporation. Business Magazines is often published weekly, monthly or bi-annually.
The general audience of this kind of magazine includes business manager, business persons, executive, wannabe entrepreneurs, etc.
Television as a form of mass media is considered to be the most influential, authoritative and exciting channel for getting to a large number of target audiences. It combines audio, visual images, color and motion to achieve its viewer’s feelings.
While Television is broadcast as newspaper is to print, it’s arguably the number one broadcasting channel with reach numbers of audiences as well as programs.
What’s more, television allows the imagination and creativity of advertising messages in an amazing way. Back then, there were only few television channels dishing out various types of media content, whereas there are hundreds of TV stations to choose from now.
And each of these channels delivers a media content that are different from each other. There is a separate channel for drama, sports, news, animation, politics, geo-nature, travel, cartoon, etc.
Radio is the foremost mass media channel for advertisers. It’s very flexible, offers selectivity and reach a wide number of audiences. Radio uses what is called electromagnetic waves to transmit information, entertainment and educational content to its listeners.
Because it can reach high numbers of audiences, radio is mostly used for marketing products and services. Being the oldest means of communication and people hears radio to find out the traffic and weather situation today while commuting.
You can also ready our previous post to find out the different types of radio.
Banner as a form of news media is often used to advertise a particular company’s products or services. It’s usually placed on an easily to noticed area so as to attract the target audience’s attention.
Just like a banner but much more than it. A billboard is a huge board that is often place along the road purposely to advertise and pass a message about a particular company or brand.
Social media channels are class of media bore out of the internet as a form of media. They are used by many around the world, and the most famous among them is Facebook, Twitter, Instagram, LinkedIn, Snapchat, Reddit, Pinterest and more.
Websites are often design in a user-friendly manner created purposely for serving people with meaningful contents and information that are of human interest.
This is type of information shared via audios but focused on a specific topic or theme that are of interest to people. A podcast can be listened to on a smartphone or computer.
This is a type of booklet that explains everything about a particular organization or thing. A brochure tells more about a company’s or firm products, their services, mission statement, terms and conditions, address, contact details and lots more.
Summary – Types of Media
Mass media as a channel of communication brought a lot of good than harm to this present society. In this article, we were able to explain the uses of the different types of media ranging from giving update about the latest news, learn new things down to entertain.
Equally, it was said that the advancement in technology sees to the fact that we can choose any forms of media we so much desire to use, listen to, read or watch, regardless of time or place. Further, the above discussed let’s know that the best time people listen to the radio is while they are driving. With much emphasis on the Internet these days as it has universal use and function.