MASS MEDIA
Mass Media is basically defined today as means and tools of communication that enable an entity to reach out to a large number of masses. We now take a look at the evolution of the word.
Etymology of the word- Media
The term media, is the plural of the word medium in Latin. It basically meant “middle ground or intermediate”. Its usage as a word likely derives from the term ‘mass media’ which was a technical term used in the advertising industry from the 1920s on.” (Macmillan Dictionary, 2018).
The Online Etymology Dictionary states that the term ‘medium’ a noun, can be traced to 1580s, also meant “that which holds middle ground or territory”, in other words “a middle ground, quality or degree”. It was derived from the Latin “’medium’ ‘the middle’, ‘midst’, ‘centre’; ‘interval’," noun use of neuter of adjective ‘medius’ which meant- ‘in the middle’, ‘between’; ‘from the middle’. Towards c.1590 it was related to address “any intervening substance through which a force or a quality is conveyed”. Gradually, by c.1600 it began being related to an agency or a channel of communication. The Online Etymology Dictionary also highlights that the later meaning sprang the sense of a “print publication” towards 1795, which in the long run began being associated with media and its tools. (Online Etymology Dictionary)
The term according to some other scholars is also traced to the late 19th century to mean a middle sheath or layer as a shortening synonym for modern Latin tunica (or membrana) media. While the word ‘Media’ was also an ancient place, that was conquered by Cyrus the Great of Persia, for the purpose of our studies, the prior meaning is far more applicable. (Oxford Lexico)
The word ‘media’ is a Latin plural of the word ‘medium’. (Oxford Lexico). H.L. Mencken states that the term ‘Media’ was perhaps extracted and used as early as 1923 by those in the advertising field, however, the modern day application was primarily contributed by Communications theorist, Marshall McLuhan. (John Robert, 1994, Online Etymology Dictionary ).
The term today refers to the varied communication channels- Tools, Techniques, Industry and Institutions including television, radio, and newspapers, which convey information and other forms of symbolic communication rapidly and simultaneously to large, geographically remote and socially distinct audiences.’
Definition of ‘Mass’ in the word Mass Media
The word ‘Mass’ in this context of Mass Communication studies would mean a large number of people who are heterogenous, assorted and anonymous in nature.
‘Large’ here would mean a relatively big audience or people who are many in number. However, it does not include everyone. People have their own choices in the consumption of Mass mediated messages.
‘Assorted’ here would mean a varied lot. Mass Media Channels have a huge audience but they are often assorted and spread out. They need not always be accumulated in the same place. The audience for a particular Media channel can differ not just from place to place but even in the precincts of a house. For instance, the children in the house may only prefer to watch cartoons on a particular channel, however, the parents may want to watch news, sports or any other tele-serial. The audience is scattered. Children in different homes from all across India may be watching a particular cartoon. Due to satellite Technology, this serial could even have an audience across countries. They may or may not be from a particular geographical context. They are assorted and from different places. However, for a Mass Media channel like a Community Radio, the audience is normally a particular community of people to whom the channel caters.
‘Heterogeneous’ here would mean that the audience includes different types of people. A Mass Media channel may have viewers from rich or poor backgrounds, educated or uneducated based on the content, it could be youth or adults, bureaucrats or ordinary middle- class family members.
‘Anonymous’ would mean that the audience is nameless and unspecified. While analysis can predict the number of hits a channel gets or the popularity a particular serial or book garners, once cannot identify the specific characteristic of every individual audience member. You may identify the place in which your audience exists but you will not be able to identify the person by his or her name. The Audience is Anonymous.
Definition of Mass Media
Mass Media in simple terms can be defined as any means of communication that are used to reach out to a large mass of people.
Mass Media therefore includes any tools, means, techniques or institutions like a Printed press, Newspaper, Book, Magazine, Radio, Telephone, Television, Computer, Internet, Smartphone, Digital technology of varied kinds, etc, that can be used to communicate to a large group of people. The messages can vary. The message could be in a printed, Audio-Visual or a Digital format. It could contain words, songs, movies, comedy, inspirational thoughts, news, education, etc,.
Colombo, John Robert (1994). Colombo's All-Time Great Canadian Quotations. Stoddart Publishing. p. 176. ISBN 0-7737-5639-6.
Media, Macmillan Dictionary Blog, https://www.macmillandictionaryblog.com/media
Medium, Online Etymology Dictionary, https://www.etymonline.com/word/medium?ref=etymonline_crossreference#etymonline_v_12522
Media, Oxford Lexico, https://www.lexico.com/definition/media
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