The Media to give the Dictionary definition is "A Generic term used to indicate systems or vehicles used for the transmission of information and entertainment such as Television, Radio, Videotape, Newspapers and Magazines, Hoardings etc.

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 PRESS AND BROADCASTING  OUTCOME 1      by Colin Lynn

The Media to give the Dictionary definition is “A Generic term used to indicate systems or vehicles used for the transmission of information and entertainment such as Television, Radio, Videotape, Newspapers and Magazines, Hoardings etc. Of these the ubiquitous Television, Radio and Newspapers are generally classed as Mass Media”.

  The Media is the means of communicating Information, Entertainment and Messages to an audience. The term Mass Media only means that it has the potential of reaching a mass audience. This means of communicating, or the systems or vehicles, can come in a large number of different forms, News Broadcasts, Political announcements, Factual information such as documentaries, entertainment programmes or features, advertisements for products or services, Travel announcements etc. The list is endless. In defining the Media today it is hard not to talk of the Mass Media. This is due in part to the technological advances in Computers in general and the Internet in particular that has taken place over the last ten years or so, in which nearly any Media announcement can be broadcast to a very large audience. In this time the real changes seen to have taken place is in the way that we receive this information. The development of the computer and Digital technology is responsible for, among many other things, the speed and quality of information. This is seen in the News coverage that we now expect, pictures beamed live from all over the world by satellite, almost as they happen.

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   It is said that the “majority of the information that we gain today concerning our world is through our interaction with the Media”. With these new technological advances and the possibility of reaching a mass audience, it is easy to see the potential, people like Advertisers and those with a message to sell, have at their control.   With most of the income of media companies coming not from their audience, but rather from commercial advertisers, some of these media companies, particularly Television and Radio, have been accused of not selling a quality product, but rather selling audiences ...

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