Multimedia Research Report on Mass Media: Types, Theories, and Impact

This report provides a comprehensive overview of mass media, encompassing various types such as traditional, print, electronic broadcasting, outdoor, and digital media. It delves into the advantages and disadvantages of each type, offering insights into their respective strengths and weaknesses. The report further explores the application of relevant communication theories, including cognitive theory, communication theory, ecological theory, social learning theory, and diffusion of innovation theory, to understand the impact of mass media on individuals and society. The report concludes by emphasizing the crucial role of mass media in disseminating information across generations and acknowledges the presence of both benefits and drawbacks associated with its use. The content is supported by references to academic books and journals, providing a solid foundation for the analysis.

MULTIMEDIA
RESEARCH IR

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Different types of mass media................................................................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................5

INTRODUCTION
The mass media refers to a technology that is used to communicate various people. There
are various platforms used with mass media that helped in communicating with public. This
platform includes magazines television radio news paper and internet. With the help of mass
media, a message can be deliver to measure number of people by various mode of
communication. The mass media plays an important role in providing education information and
to entertain people. The mass media also help in influence add change in the views of public. In
this assignment the advantages and disadvantages of mass media is discussed along with various
theories.
MAIN BODY
Different types of mass media
Types of
media
Advantages Disadvantages Supporting
theory
Literature
evidence
1)
Traditio
nal
Media
The advantage of
traditional media is that it
can transfer information
from generation to
generation of tradition
and culture. this includes
various communication
tools such as songs music
drama theatres which
help in providing
information to people.
These media help in
providing information to
those are highly
connected to their culture
and tradition and believes
The disadvantages of this
media are that there are
some people who you are
not highly connected to
their custom and belief.
As they refer to move on
and adapt some new
things which can attract
them. This is an oldest
form of transferring
information on messages
from one generation to
other. As new generation
does not adapt this mass
media as they does not
show much interest in it.
social
cognitive
theory
Xu,
2018
1

there rituals and customs.
Within in this media, use
of different languages
can help in providing
appropriate information
to population. This is a
oldest form of mass
media from which people
who have different
beliefs can be
communicate
As it Show only limited
to number of people can
attain information
through this media.
2) Print
Media
The advantage of print
media is that information
can be provided two
large number of audience
with the help of printing.
In the ancient times
message was conveyed to
the the help of
manuscripts. but after the
invention of printing
media, information can
be transmitted to with the
help of articles. The
articles can be
handwritten hand it can
be made available too
large number of
audience. Decision
important media as they
are some people who are
There are various people
who are not in much
contact with newspaper
and of journals. as they
doesn't have proper
resources from which
they can get information
through newspaper and
journals. There are some
other generation occur
who does not show much
interest in reading
newspaper and books. As
some people does not
consider handwritten as a
mode of communication
about any information
and messages.
communicatio
n theory
Zimmerma
n,
2017
2

take interest in reading
newspaper and journals.
3)
Electron
ic
Broadca
sting
Media
The advantages of
electronic broadcasting
media is that information
and messages can be
deliver people who have
various problems. With
this media information is
deliver with the help of
visuals and audio. There
are various people occur
in population who have
listening and eye sight
problem from which they
cannot attend
information respectively.
So this media provides
appropriate information
with visuals to listening
problem of a person and
audio to eyesight
problem individual. This
media also provide
information to those
people who are not
educated.
The disadvantages of this
media are that it requires
network in order to
providing information to
people. As it cannot
reach to large number of
audience due to lack of
presence of network. The
limited number of
information can be
provided within this
media as it contains short
path of broadcasting.
This develops in
appropriate information
among people as it
provides minimum range
of news and information
to people.
Ecological
theory
Campbell,
Martin
and
Fabos
2018
4) The advantages of The disadvantages of this social learning Waheed
3

Outdoor
Media
outdoor media are that
the information about
new products can be
provided to people who
are outside of their home.
This media also helps in
providing information
about socially. the main
purpose of this media is
to advertisement so that
more and more people
can get information about
products. This involves
signs, posters and
banners which help in
directing information and
message to people. The
information about
various services can be
promoted with the help
of this media. In this
media the information
are provided in public
places so that
information can be
provided to more people.
media are that it has
limited space of
providing information
and messages. As boards,
transit ads are smaller in
terms of information. In
in banner and billboards
only fixed term of
information can be put
on them. It also require
high production cost
which is not easily for all
to use in there providing
information method.
theory and
Yang
2017
5)
Digital
Media
or New
Media
The Advantages of
digital media is that it
helps in connecting
information to all family,
friends and work. This
The disadvantage of this
media is that in this
feedback and complaints
about any information
and messages can be
diffusion of
innovation
theory
Alexander,
2017
4

media can provide
information to people
who live long distance.
They have appropriate
communication speed
and versatile working
from which more and
more information can be
provided to individuals.
It store information so
that it can reuse by
people so that they can
learn various
opportunities from it.
occur. This media
requires high level of
trainees so that they can
manage it properly. It
also involves securing
information properly.
There are chances of
negative feedbacks from
customers which develop
negative reputation
among any message or
information that is
provided through it.
5

CONCLUSION
From the above report, it has been concluded that mass media plays an important role in
providing information to people from there one generation to another. As there are both
advantages and disadvantages occur of media. the east media plays there on important role in
providing information with their specific mode of message transformation. With the help of such
media, information can be provided to particular generation from which they are highly concern.
6

REFERENCES
Books and journals
Alexander, B., 2017. The New Digital Storytelling: Creating Narratives with New Media--
Revised and Updated Edition. Abc-clio.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Waheed, A. and Yang, J., 2017. The effect of e-marketing and outdoor media advertising on
exploratory consumer buying behavior. International Journal of Customer Relationship
Marketing and Management (IJCRMM), 8(1), pp.30-48.
Xu, J., 2018. Traditional Media and New Media Advertising Cost Differentiation
Research (Doctoral dissertation, Arizona State University).
Zimmerman, M.H., Tamir, I., Ihle, H. and Tang, J.U.N.J., 2017. International perspectives on the
state of print sport media. Routledge Handbook of Sport Communication.
7