The Electronic Media

DEFINITION:
Electronic media that
use electronics or electromechanical energy for the end
user (audience) to access the content.

Role Of Electronic
media:
Man has a nature of curiosity. He always engages with doing something
unique. In the past century they explored in many field. It was a time when
a man could hardly think about the unbelievable development that is within
reach now.
Media is a mean of transmitting the message, thought, opinion and view
point. In the beginning, man used horse and other animal to send the
message to the receiver. It took time to deliver the message and the
probability of spoiling the message was on the top. Now man has entered
the age of science and technology. They have explored the farther space.
They have got a tremendous achievement in many field as well as
Electronic Media. We are living in the era of electronic media. None can
avoid and escape from it. It is prevailing profound effects on advertisement,
education, information, politics and other social activities.
Now students have a great opportunity to enhance their knowledge through
accessing internet. All the information in all topics is far beyond one touch
of a button. Electronic media has entirely changed the mode of
advertisement. Different types of tricks are employed to attract and attend
the valuable customers. Sometimes an innocent client is really confused in
making the decision. On the other hand it gives extensive options in
selecting the desired product.
Muhammad Shahzaib
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The Electronic Media

The international politics are greatly influenced by the electronic
media. It is said who will win the media war will be most
successful. It is a media through which the West propagates
against Islam and other opponents. If we want to be dominant in
the world, we will have to accept the challenge of electronic media
otherwise we will be limping and looking at others.

Positive Effects on Culture and

Society:
The media like television, radio and the Internet increase an
overall awareness of the masses. They enhance the general
knowledge by providing us with information from all over the
world. News broadcast through different media helps us know
about the day-to-day events in the world.
News, telefilms and documentaries revolving around social issues
increase a social awareness in children and develop their concern
towards society. They also contribute to the enhancement of our
knowledge, language and vocabulary.
Quiz-based TV and radio shows, and the many programmers on
history, literature, science, philosophy and art and culture on
channels like Discovery, BBC and the National Geographic
contribute to development of peoples minds and attitudes,
widening knowledge and culture.
Muhammad Shahzaib
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The Electronic Media

Research has revealed that media are responsible for influencing a
major part of our daily life. Media contribute to a transformation
in the cultural and social values of the masses. Media bring about
a transformation in the attitudes and beliefs of the people.
The persuasive nature of the content presented over media
influences the thoughts and behaviour of the general public. It
helps in moulding ideas and attitudes. It influences lifestyle and
culture.
The development efforts taken by radio and television in the
context of rural India need to be mentioned. Some recent
experiments in television have successfully helped in
transforming lives of the rural people. For instance, TV
programmes on health, agriculture, employment, especially those
produced by Doordarshan, have created awareness among people
and motivated efforts for upliftmen of the deprived in society.
Programmes have inspired people to tackle illness and disease
and other problems in society.
Some talk shows on TV have had a similar impact, for instance,
talk shows, and serials that deal with the ill-effects of practices
like dowry, sati, child marriage, and drug abuse in society.

(The end)
Muhammad Shahzaib
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