Definition And Forms Of Mass Media: ‘Mass’ media refers to tools and platforms that communicate information to a large audience. Examples include television, newspapers, films, magazines, radio, advertisements, video games, and CDs.

Pervasiveness In Daily Life: Mass media is deeply embedded in people’s daily routines. Whether it’s turning on the television, reading the newspaper, or checking missed calls on mobile phones, media forms are integral to the day’s start for many.

Accessibility & Expansion: The advancement of technology, especially mobile phones, has democratised access to communication. Even professionals like plumbers or electricians in urban areas have mobile phones. People from all walks of life, including migrants, are connected. This connectivity is showcased by advertisements catering to diverse social groups.

Global Connections: The growth of the internet and communication tools like mobile phones has connected people across borders. For instance, Indians abroad maintain connections with their families via the internet.

Historical Growth And Contextual Influence: The development of mass media didn’t happen in isolation. It was shaped by various socio-economic and political contexts. In India, the state had a significant influence on the media during the initial years after independence. However, post-1990, with the onset of globalisation, market forces became more prominent.

Dialectical Relationship With Society: The relationship between mass media and society is symbiotic. While society shapes the nature of media, media in return influences societal norms, values, and behaviours

Distinct Nature Of Mass Communication: Unlike personal or localised communication, mass communication has unique characteristics. It needs structured organisations, significant capital, and large-scale production. This requirement often means the state or market forces play a pivotal role in its structure and functioning.

Inequalities In Access: While mass media is widespread, not everyone has equal access or ability to use it. There are disparities in how different societal sections can access and utilise media platforms.