MA ENGLISH II YEAR - MASS COMMUNICATION AND JOURNALISM Unit I : Introduction to Communications 1. Definition – Meaning – Process of communications. 2. Functions and Theories of Mass Media 3. Role and effects of Mass Media in Social campaigns (Literacy, anti-poverty, family planning, National integration, secularism and environment issues) 4. Emerging trends and development in information and communication Technologies. Unit II : Introduction to Journalism 1. Role of Press in India – English and Vernacular Press. 2. Ethics and Principles of Journalism 3. Freedom of the Press 4. Press Council and Press Regulations in India Unit III : Print Media 1. The Making of a Newspaper 2. Principles of Reporting – Feature writing, Interviews, Reviews and cartoons. 3. the Role of Editors 4. Press and Public Opinion. Unit IV : Television and Radio 1. The growth and development of Television in India 2. Television Production and Formats of TV Programmes. 3. Radio genres, Ownership, Control and Broadcasting Policy 4. Impact of TV and Radio on society. Unit V : Advertisement 1. Types of Advertising and Advertising Media 2. Techniques in effective advertisements. 3. Code of Ethics for advertising 4. Advertising and Marketing. Unit I : Introduction to Communication 1.1 Introduction Translation is as old as human civilization. Since the dawn of civilization, we, human beings, have been using language to translate our thoughts and ideas. We use a set of symbols or codes to communicate or transfer an idea or thought or a feeling to the person whom we address during an act of communication. Here too we have translation. In this sense, we translate every day. With the evolution of human society, we became more anxious to know about the thoughts and feelings of people in distant places. Hence we used two sets of symbols and codes to transfer the thoughts and ideas of people speaking a different language to our own language. This gave rise to translation as we see and use it today. The story of translation dates back to the third millennium BC. The Babylon of Hammurabi’s day (2100 B.C.) was a polyglot city, and much of the official business of the empire was made possible by writers who translated edicts into various languages. In India too our first writers were translators. Free translations and adaptations of epics like Ramayana and Mahabharata have shaped Indian literature in a big way. Moreover, Indian Literature until the nineteenth century consisted mainly of translations, adaptations, interpretations and retellings. Translations of literary works and knowledgetexts on medicine, astronomy, metallurgy, travel, ship-building, architecture, philosophy, religion and poetics from Sanskrit, Pali, Prakrit, Persian and Arabic enhanced our awareness of the world. India is multi-lingual country where all the regional languages coexist simultaneously on an equal basis but the dominance of English continues. Over the years English has become the only means of communication in all political, business and educational affairs. Hence it is essential that we understand English and our Mother tongue to be able to connect to our own communities in the immediate environment as well as other cultural communities in the outer environment. Here comes the role of translation. Translation allows different cultures to connect, interact, and enrich one another. In the Indian situation, the role of translation is very significant as it is the home to people speaking 22 recognized languages and hundreds of mother tongues and dialects. Every day in business and office communication, we are required to make use of English and one of our Mother tongues to communicate with people. So we are bilinguals by default and use translation as a means to communicate. It is through translation that people in the periphery and the centre, the dominant and the dominated cultures communicate with one another. We can say that India would not have been a nation without translation as we use translation to communicate and communication keeps us united as a nation. In this unit we shall discuss in detail about the various meanings and definitions of translation, its nature, the process of translation, responsibilities of translators, scope of translation and various job opportunities available in the field of translation. Meaning and Definition of Translation Meaning of Translation The English word translation has been derived from the Latin word translation, which itself comes from trans- and latum—together meaning "a carrying across" or "a bringing across. In other words, it is the business of carrying across a message/written content from one text to another, from one person to another and from one language(source language) to a different language (target language). It can happen within the same language (from one dialect to another dialect or from one form to another) or between languages. It is best seen as a communication process where the transfer of a message/written content from one language into a new language takes place. However, poets engaged in the job of translation often think of translation as ‘interpretation’, ‘taking a view’, ‘bringing to life’, or ‘transformation’. Whatever may be its meaning, every act of translation involves the expression of sense. A translation is a text that is considered to be different from the original (the source text) but it is also a fact that the source text and the translated text are the same in terms of the sense they convey. It is often said that translation gives new clothes to a piece of writing by putting it in a different form. This interactive relationship between source and translation goes on in the hands of mature translators of prose and drama but it is the best in poetry. Definition of Translation Roman Jakobson, a leading linguist and noted expert in the subject of translation, defined translation as "the interpretation of verbal signs by means of some other language."' Through this process of translation, texts in one language are transformed into texts in another language with the same meaning. These materials range from the isolated words in a language to the complex network of sentences of philosophical texts. Some scholars define translation as an art or craft and some others call it a science. It is called an art as all good translations are expressions of the creative urge of the translators. Likewise, it is a science because of the technical formalities and complexities involved in its process. Oxford University defines translation as ‘The process of translating words or text from one language into another:’ The Cambridge Dictionary also endorses that. This can mean the word to word rendering of the text in one language to another or replacing the equivalents of the words or phrases in one text to another. The translated text may have formal equivalence when the source text and the translated text look alike in form. It may have functional equivalence when the source text and the target text or translated text convey the same sense or perform the same function, though they have formal differences. It is often seen that the idioms and usage of the source language creep into the target language through translations which often enrich and shape the target language. Translation is the communication of the meaning of a text in a source language (SL) into a comprehensive version of target language (TL) without causing any loss to the original message. It is often thought that if one is a bilingual s/he can be a good translator, which is not the truth. People having good communicative and writing experiences in both the languages can be good translators, which includes their being bilinguals. While translating, a translator discovers the meaning of a text behind the forms in the source language (SL) and reproduces the same meaning in the target language (TL) with the forms and structures available in the target language. The form changes but the meaning or sense or message remains the same. Nowadays we find translators using computers to translate one language into another, but human beings still play the major role in deciding the final output. While translating images/metaphors and emotive expressions in literary texts, computers cannot replace human beings. Translating is more than simply looking up a few words in a dictionary. We cannot confine translation to one or two definitions. It is elastic in nature and depends upon the person who does the translation. It differs from language to language, and from culture to culture. Hence it is not as easy as it is thought to be. While trying to be a different version of the original, it maintains its own uniqueness, an identity of its own. In the next section, we will discuss the nature of translation, responsibilities of a translator and the complexities involved in the process of translation. Nature of Translation Translation is an interpretative process. The nature of translation depends upon the nature of the document. Translation of a technical or promotional document is easier and requires less skill and expertise than the translation of a text of literature. The vocabulary, grammatical rules and the sentence structures would match with the nature of the document, the source language and the target audience. A successful translation satisfies the needs of the target audience, either in terms of suitable structures or forms or in terms of the appropriate transfer of meaning from the source text to the target text. Besides having equal expertise in the source language and the target language, a good translator should also have a flair for writing in the target language and be familiar with the socio-cultural context in which a text is set. A successful translator is not a mechanical translator of a text. S/he puts in his/her creativity to the fullest extent and goes into the soul of the content. We can visualize him/her as a co-creator of the target language text as the translated text he almost recreates the text reflecting his culture and personality. While translating, a translator takes into account the lexicon, grammatical structure and cultural context of the text in the source language to understand the meaning built in the text and then transfers the same meaning to the text in the target language with the help of lexicon and grammatical structure appropriate to the target language and its cultural context. In this process, every care is taken to ensure that there is no or minimum loss of meaning. Earlier, faithfulness to the original text was considered to be one of the greatest responsibilities of the translators. But now, with the mushrooming of multiple cultures and languages and diversity of political views in a given context, the translator takes liberty with the original text to allow some accommodation or adaptation in order to keep pace with the sense or spirit of the original. Accommodation is inevitable in practice if the translation is to maintain the essence, impact, and effect of the text in the source language. This is particularly true of poetry where the text is highly emotive and artistic in nature. A translator may come across a couple of words which are culturally-rooted and thus untranslatable. Such words are difficult to be translated if the cultural context is missing. But the fact is that individual words may not be translatable, but language is. Responsibilities of a Good Translator A good translator is not born, but made. With a little care and some labour, a person can acquire the skills of a good translator. Some of the qualities that distinguish a good and successful translator from a bad or unsuccessful translator are mentioned below. Faithfulness to the Original Text and the Author: A competent translator should try to get into the mind of the writer of the original text in the source language. S/He should also fully understand the sense and meaning of the original author. S/He should try to put in every effort to ensure that the translation resembles the original text or is very close to the original text in terms of its sense and message. Expert and experienced translators know the requirements of a text, and make changes to communicate the style and essence of a text with minimal variations from the original. While trying to be faithful to the original text, s/he should not try to find difficult equivalent words in the hope that this will add to the perfection of your translation. A faithful translator should act like the author's mouthpiece in a way that he knows and comprehends fully whatever the original author has said in his text. The translation should have all the ease of the original composition. Technical Expertise: The translator has to be an analytical person with necessary flexibility, adaptability and expertise in the use of technology so that s/he can pay close attention to all details and adapt whenever there is a need. Moreover, s/he should have thorough knowledge of the subject that s/he deals with. A person translating the biography of a great personality should have thorough knowledge about the life and achievements of the person concerned. A translator should be an excellent writer with good research and language skills so that s/he can find out things which s/he requires and make use of them in appropriate places. Writing skills help a translator make intelligent choices in regard to words, structures and expressions. The translator should use forms of speech and expressions in common use so that the audience is able to comprehend them properly. Finally s/he should choose and order words appropriately to produce the correct tone and convey the desired meaning. Using the Right Tools: The experienced translators know how to use the tools like good monolingual and bilingual dictionaries, encyclopedias, e-dictionaries, glossaries of technical and standard works, etc. pertaining to the SL text and style guides to help him/her out in moments of difficulty. One should start using them from the beginning so that in course of time it becomes easy to find out the equivalent terms without wasting much time and energy on them. Having the dictionaries on the computer can also save a lot of time and labour. . Focus on Creativity: Expert translators are always creative. They always try to put the text in the target language in a new and attractive garb to make it more acceptable to the audience in the target language. They do this by using a new vocabulary, new expressions and structures whenever necessary to make the translated text more appealing to the audience. It is because of the creative component and the amount of liberty involved in an act of translation, a translator finds his/her job very rewarding and intellectually stimulating. Focus on Reading as an Important Pre-requisite: A serious translator should read a lot to have an in depth understanding of the nuances of the languages s/he deals with(both the source language and the target language). This habit is essential to help a translator gain command of the language. In the list of reading materials, one may put the classics, newspapers and digital material available online on the internet. . Linguistic Competence: A seasoned translator should be well-conversant with the grammatical, syntactic, semantic and pragmatic features as well as the socio-cultural contexts of both the source language and the target language. S/He may have the liberty to interpret an idea in a different way but in no case should try to insert his/her own ideas or personal impressions in the new product. Moreover, s/he should take care that the style chosen for translation is appropriate for the target audience and should sound natural and spontaneous to the readers of the translated text. Specialization: A mature translator should have sound knowledge of the discipline to which the target text belongs, particularly the materials which have highly technical vocabulary. You should be familiar with the new terminology and the latest developments in the discipline on which you are working. If one has expertise in translating literary texts, s/he will have difficulty in translating medical or business reports or technical reports. Giving a Finishing Touch: In an act of translation, you should have enough patience and do the job sincerely. You may also like to discuss your problem areas with the persons you think competent to address the problems. Before preparing the final product, you should go through the translated work two or three times and see if any last minute changes can be made to make it look more accessible and acceptable. You may like to change a few words, expressions or forms to improve the quality. Before letting the work out for publication, you should ensure that the product is suitable for the intended purpose and audience. You may have to change the style or language in accordance with the audience and purpose. Once you are satisfied with the work, you should put the original passage aside and listen to/read your translation with the ears tuned in, as if it were a passage originally written in the target language. You may also ask a friend of yours or an expert in the target language to listen to the translation and give suggestions for improvement. After incorporating the changes suggested, submit it to the agency or the organization who had assigned you the job. Audience and Purpose of Translation As translators we should also make it clear what kind of a text it is: technical, narrative, or interactive or descriptive. After describing the text that is to be translated, we must then mention the audience and purpose. A work of translation has a fixed audience and purpose. The same text may be translated for different audiences and serve different purposes. Say for example, Gulliver’s Travels of Jonathan Swift has been translated into many languages for different purposes and for different audiences. The same text is read by children and the adult readers alike. When the purpose differs, the audience also changes. When a text in a foreign or alien language is translated into a local language, we are required to impart a local flavor to it to suit the needs of the local readers. This is called domestication. On the other hand, when we are translating a text for a global audience, from a local language, into a foreign or international language, we need to take into account the cultural set up where we expect the translated text to be accepted. This is called foreignisation. While deciding upon the audience, we also need to take into account the age-group, level of mental or intellectual maturity and the level of exposure to the content being translated. If we are translating, a book on discoveries and inventions for small children, we need not give the technical details of the discoveries and inventions. But it will be mandatory for us to give these details if our focus shifts from school children to university students or research scholars. Audience and purpose are closely inter-related. Audience determines the purpose and purpose also determines the audience. . The audience could be any group: very young children, adolescents, young adults, mature adults, senior citizens or people working in different professional organizations or engaged in different vocations. They could be a mix of consumers belonging to different age groups yet working in the same professional work-setting. . If children are our audience, we can translate something to entertain them, inform them or educate them. But if adults are our audience, we may have purposes other than the ones we have mentioned for children. Even for books written with the same purpose, entertain for example, the language and style may differ. While translating an entertaining text for the adults we shall have the liberty to include contents which are violent, sexually explicit or frightening but while translating the same text for children we will be required to remove all such words and expressions which might have adverse impact on the psychological growth of children. After a work has been translated, it has to be published either in the printed form or in the digital form as is done on a website. The format of the text should match with the medium where it is to be published. If the book has to be brought out in the printed format, it has to be formatted accordingly to match one of the designs available in the market. Likewise, for publishing a translated document on the website, all technical formalities and requirements are to be met so that it can be easily published on a website. Scope of Translation In the earlier days, translation was considered to be a sub-branch of linguistics. Gradually it developed into an inter-disciplinary field of study. In the last three decades of the 20th century Translation Studies started functioning as an autonomous branch of study. Today, in this age of globalization, the scope of translation is immense. It stretches from our immediate environment to every sphere of life. The significance and relevance of translation in our daily life is multidimensional and extensive. Translation helps us to know about the developments in the field of creative arts, education, literature, business, science and politics. It has shifted from the traditional conception of the fixed, stable and unchangeable nature of the text and its meaning to a text with wide scope for variations. In the post-modern word, translation has become so relevant that people visualize it as a socio-cultural bridge between communities and countries. People now feel the importance of interacting and remaining connected with the people of other socio-cultural communities, both in their respective countries as well as countries across the world. In this backdrop, translation has acquired an increasing importance and satisfies individual, societal and national needs. Let’s take the Indian society as an example. Whatever we see as Indian, be it literature, culture, history, politics, economics, it is a reality only because translation has made it possible for people to understand, interpret and compile the literature, culture, history, politics and economics of the respective states. In other words, we can say that it has become a unifying factor for the country. K Satchidandnandan, eminent poet, critic and former Secretary of the Sahitya Akaedmi, India has rightly said: “Translation has helped knit India together as a nation throughout her history. Ideas and concepts like 'Indian literature', 'Indian culture', 'Indian philosophy' and 'Indian knowledge systems' would have been impossible in the absence of translations with their natural integrationist mission.”

Functions and Theories of Mass Communication One key characteristic of mass communication is its ability to overcome the physical limitations present in face-to-face communication. The human voice can only travel so far, and buildings and objects limit the amount of people we can communicate with at any time. While one person can engage in public speaking and reach one hundred thousand or so people in one of the world’s largest stadiums, it would be impossible for one person to reach millions without technology.Another key characteristic of mass communication in relation to other forms of communication is its lack of sensory richness. In short, mass communication draws on fewer sensory channels than face-to-face communication. While smell, taste, and touch can add context to a conversation over a romantic dinner, our interaction with mass media messages rely almost exclusively on sight and sound. Because of this lack of immediacy, mass media messages are also typically more impersonal than face-to-face messages. Actually being in the audience while a musician is performing is different from watching or listening at home. Last, mass media messages involve less interactivity and more delayed feedback than other messages. The majority of messages sent through mass media channels are one way. We don’t have a way to influence an episode of The Walking Dead as we watch it. We could send messages to the show’s producers and hope our feedback is received, or we could yell at the television, but neither is likely to influence the people responsible for sending the message. Although there are some features of communication that are lost when it becomes electronically mediated, mass communication also serves many functions that we have come to depend on and expect. Functions of Mass Media

The mass media serves several general and many specific functions. In general, the mass media serves information, interpretation, instructive, bonding, and diversion functions:

• Information function. We have a need for information to satisfy curiosity, reduce uncertainty, and better understand how we fit into the world. The amount and availability of information is now overwhelming compared to forty years ago when a few television networks, local radio stations, and newspapers competed to keep us informed. The media saturation has led to increased competition to provide information, which creates the potential for news media outlets, for example, to report information prematurely, inaccurately, or partially. • Interpretation function. Media outlets interpret messages in more or less explicit and ethical ways. Newspaper editorials have long been explicit interpretations of current events, and now cable television and radio personalities offer social, cultural, and political commentary that is full of subjective interpretations. Although some of them operate in ethical gray areas because they use formats that make them seem like traditional news programs, most are open about their motives. • Instructive function. Some media outlets exist to cultivate knowledge by teaching instead of just relaying information. Major news networks like CNN and BBC primarily serve the information function, while cable news networks like Fox News and MSNBC serve a mixture of informational and interpretation functions. The in-depth coverage on National Public Radio and the Public Broadcasting Service, and the more dramatized but still educational content of the History Channel, the National Geographic Channel, and the Discovery Channel, serve more instructive functions. • Bonding function. Media outlets can bring people closer together, which serves the bonding function. For example, people who share common values and interests can gather on online forums, and masses of people can be brought together while watching coverage of a tragic event like 9/11 or a deadly tornado outbreak. • Diversion function. We all use the media to escape our day-to-day lives, to distract us from our upcoming exam, or to help us relax. When we are being distracted, amused, or relaxed, the media is performing the diversion function.

Theories of Mass Communication

Theories of mass communication have changed dramatically since the early 1900s, largely as a result of quickly changing technology and more sophisticated academic theories and research methods. A quick overview of the state of the media in the early 1900s and in the early 2000s provides some context for how views of the media changed. In the early 1900s, views of mass communication were formed based on people’s observation of the popularity of media and assumptions that something that grew that quickly and was adopted so readily must be good. Many people were optimistic about the mass media’s potential to be a business opportunity, an educator, a watchdog, and an entertainer. For example, businesses and advertisers saw media as a good way to make money, and the educator class saw the media as a way to inform citizens who could then be more active in a democratic society. As World War I and the Depression came around, many saw the media as a way to unite the country in times of hardship. Early scholarship on mass media focused on proving these views through observational and anecdotal evidence rather than scientific inquiry.

Fast forward one hundred years and newspapers are downsizing, consolidating to survive, or closing all together; radio is struggling to stay alive in the digital age; and magazine circulation is decreasing and becoming increasingly more focused on microaudiences. The information function of the news has been criticized and called “infotainment,” and rather than bringing people together, the media has been cited as causing polarization and a decline in civility (Self, Gaylord, & Gaylord, 2009). The extremes at each end of the twentieth century clearly show that the optimistic view of the media changed dramatically. An overview of some of the key theories can help us better understand this change.

Hypodermic Needle and Beyond

In the 1920s, early theories of mass communication were objective, and social-scientific reactions to the largely anecdotal theories that emerged soon after mass media quickly expanded. These scholars believed that media messages had strong effects that were knowable and predictable. Because of this, they theorized that controlling the signs and symbols used in media messages could control how they were received and convey a specific meaning (Self, Gaylord, & Gaylord, 2009). Extending Aristotle’s antiquated linear model of communication that included a speaker, message, and hearer, these early theories claimed that communication moved, or transmitted, an idea from the mind of the speaker through a message and channel to the mind of the listener. To test the theories, researchers wanted to find out how different messages influenced or changed the behavior of the receiver. This led to the development of numerous theories related to media effects.

This early approach to studying media effects was called the hypodermic needle approach or bullet theory and suggested that a sender constructed a message with a particular meaning that was “injected” or “shot” into individuals within the mass audience. It was assumed that the effects were common to each individual and that the meaning wasn’t altered as it was transferred. Through experiments and surveys, researchers hoped to map the patterns within the human brain so they could connect certain stimuli to certain behaviors. For example, researchers might try to prove that a message announcing that a product is on sale at a reduced price will lead people to buy a product they may not otherwise want or need. As more research was conducted, scholars began to find flaws within this thinking. New theories emerged that didn’t claim such a direct connection between the intent of a message and any single reaction on the part of receivers. Instead, these new theories claimed that meaning could be partially transferred, that patterns may become less predictable as people are exposed to a particular stimulus more often, and that interference at any point in the transmission could change the reaction.

These newer theories incorporated more contextual factors into the view of communication, acknowledging that both sender and receiver interpret messages based on their previous experience. Scholars realized that additional variables such as psychological characteristics and social environment had to be included in the study of mass communication. This approach connects to the interaction model of communication. In order to account for perspective and experience, mass media researchers connected to recently developed theories in perception that emerged from psychology. The concept of the gatekeeper emerged, since, for the first time, the sender of the message (the person or people behind the media) was the focus of research and not just the receiver. The concepts of perceptual bias and filtering also became important, as they explained why some people interpreted or ignored messages while others did not.. Last, researchers explored how perceptions of source credibility affect message interpretation and how media messages may affect viewers’ self-esteem. By the 1960s, many researchers in mass communication concluded that the research in the previous twenty years had been naïve and flawed, and they significantly challenged the theory of powerful media effects, putting much more emphasis on individual agency, context, and environment (McQuail, 2010).

The next major turn in mass communication theory occurred only a few years after many scholars had concluded that media had no or only minimal effects (McQuail, 2010). In the 1970s, theories once again positioned media effects as powerful and influential based on additional influences from social psychology. From sociology, mass media researchers began to study the powerful socializing role that the media plays but also acknowledged that audience members take active roles in interpreting media messages. Researchers also focused more on long-term effects and how media messages create opinion climates, structures of belief, and cultural patterns.

In the late 1970s and into the 1980s, a view of media effects as negotiated emerged, which accounts for the sometimes strong and sometimes weak influences of the media. This view sees the media as being most influential in constructing meanings through multiple platforms and representations. For example, the media constructs meanings for people regarding the role of technology in our lives by including certain kinds of technology in television show plots, publishing magazines like Wired, broadcasting news about Microsoft’s latest product, airing advertisements for digital cameras, producing science fiction movies, and so on. Although these messages are diverse and no one person is exposed to all the same messages, the messages are still constructed in some predictable and patterned ways that create a shared social reality. Whether or not the media intends to do this or whether or not we acknowledge that how we think about technology or any other social construct is formed through our exposure to these messages is not especially relevant. Many mass communication scholars now seek to describe, understand, or critique media practices rather than prove or disprove a specific media effect. Additionally, mass communication scholars are interested in studying how we, as audience members, still have agency in how these constructions affect our reality, in that we may reject, renegotiate, or reinterpret a given message based on our own experiences. For example, a technology geek and a person living “off the grid” have very different lives and very different views of technology, but because of their exposure to various forms of media that have similar patterns of messages regarding technology, they still have some shared reality and could talk in similar ways about computers, smartphones, and HD television. Given the shift of focus to negotiated meaning and context, this view of mass communication is more in keeping with the transactional model of communication. The Role and Influence of Mass Media Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth. Mass media is a significant force in modern culture, particularly in America. Sociologists refer to this as a mediated culture where media reflects and creates the culture. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes, and a sense of what is and is not important. Mass media makes possible the concept of celebrity: without the ability of movies, magazines, and news media to reach across thousands of miles, people could not become famous. In fact, only political and business leaders, as well as the few notorious outlaws, were famous in the past. Only in recent times have actors, singers, and other social elites become celebrities or “stars.” The current level of media saturation has not always existed. As recently as the 1960s and 1970s, television, for example, consisted of primarily three networks, public broadcasting, and a few local independent stations. These channels aimed their programming primarily at two‐parent, middle‐class families. Even so, some middle‐class households did not even own a television. Today, one can find a television in the poorest of homes, and multiple TVs in most middle‐class homes. Not only has availability increased, but programming is increasingly diverse with shows aimed to please all ages, incomes, backgrounds, and attitudes. This widespread availability and exposure makes television the primary focus of most mass‐media discussions. More recently, the Internet has increased its role exponentially as more businesses and households “sign on.” Although TV and the Internet have dominated the mass media, movies and magazines— particularly those lining the aisles at grocery checkout stands—also play a powerful role in culture, as do other forms of media. What role does mass media play? Legislatures, media executives, local school officials, and sociologists have all debated this controversial question. While opinions vary as to the extent and type of influence the mass media wields, all sides agree that mass media is a permanent part of modern culture. Three main sociological perspectives on the role of media exist: the limited‐ effects theory, the class‐dominant theory, and the culturalist theory. Limited-effects theory

The limited‐effects theory argues that because people generally choose what to watch or read based on what they already believe, media exerts a negligible influence. This theory originated and was tested in the 1940s and 1950s. Studies that examined the ability of media to influence voting found that well‐informed people relied more on personal experience, prior knowledge, and their own reasoning. However, media “experts” more likely swayed those who were less informed. Critics point to two problems with this perspective. First, they claim that limited‐ effects theory ignores the media's role in framing and limiting the discussion and debate of issues. How media frames the debate and what questions members of the media ask change the outcome of the discussion and the possible conclusions people may draw. Second, this theory came into existence when the availability and dominance of media was far less widespread.

Class-dominant theory The class‐dominant theory argues that the media reflects and projects the view of a minority elite, which controls it. Those people who own and control the corporations that produce media comprise this elite. Advocates of this view concern themselves particularly with massive corporate mergers of media organizations, which limit competition and put big business at the reins of media—especially news media. Their concern is that when ownership is restricted, a few people then have the ability to manipulate what people can see or hear. For example, owners can easily avoid or silence stories that expose unethical corporate behavior or hold corporations responsible for their actions. The issue of sponsorship adds to this problem. Advertising dollars fund most media. Networks aim programming at the largest possible audience because the broader the appeal, the greater the potential purchasing audience and the easier selling air time to advertisers becomes. Thus, news organizations may shy away from negative stories about corporations (especially parent corporations) that finance large advertising campaigns in their newspaper or on their stations. Television networks receiving millions of dollars in advertising from companies like Nike and other textile manufacturers were slow to run stories on their news shows about possible human‐ rights violations by these companies in foreign countries. Media watchers identify the same problem at the local level where city newspapers will not give new cars poor reviews or run stories on selling a home without an agent because the majority of their funding comes from auto and real estate advertising. This influence also extends to programming. In the 1990s a network cancelled a short‐run drama with clear religious sentiments, Christy, because, although highly popular and beloved in rural America, the program did not rate well among young city dwellers that advertisers were targeting in ads. Critics of this theory counter these arguments by saying that local control of news media largely lies beyond the reach of large corporate offices elsewhere, and that the quality of news depends upon good journalists. They contend that those less powerful and not in control of media have often received full media coverage and subsequent support. As examples they name numerous environmental causes, the anti‐nuclear movement, the anti‐Vietnam movement, and the pro‐Gulf War movement. While most people argue that a corporate elite controls media, a variation on this approach argues that a politically “liberal” elite controls media. They point to the fact that journalists, being more highly educated than the general population, hold more liberal political views, consider themselves “left of center,” and are more likely to register as Democrats. They further point to examples from the media itself and the statistical reality that the media more often labels conservative commentators or politicians as “conservative” than liberals as “liberal.” Media language can be revealing, too. Media uses the terms “arch” or “ultra” conservative, but rarely or never the terms “arch” or “ultra” liberal. Those who argue that a political elite controls media also point out that the movements that have gained media attention—the environment, anti‐nuclear, and anti‐Vietnam—generally support liberal political issues. Predominantly conservative political issues have yet to gain prominent media attention, or have been opposed by the media. Advocates of this view point to the Strategic Arms Initiative of the 1980s Reagan administration. Media quickly characterized the defense program as “Star Wars,” linking it to an expensive fantasy. The public failed to support it, and the program did not get funding or congressional support. Culturalist theory The culturalist theory, developed in the 1980s and 1990s, combines the other two theories and claims that people interact with media to create their own meanings out of the images and messages they receive. This theory sees audiences as playing an active rather than passive role in relation to mass media. One strand of research focuses on the audiences and how they interact with media; the other strand of research focuses on those who produce the media, particularly the news. Theorists emphasize that audiences choose what to watch among a wide range of options, choose how much to watch, and may choose the mute button or the VCR remote over the programming selected by the network or cable station. Studies of mass media done by sociologists parallel text‐reading and interpretation research completed by linguists (people who study language). Both groups of researchers find that when people approach material, whether written text or media images and messages, they interpret that material based on their own knowledge and experience. Thus, when researchers ask different groups to explain the meaning of a particular song or video, the groups produce widely divergent interpretations based on age, gender, race, ethnicity, and religious background. Therefore, culturalist theorists claim that, while a few elite in large corporations may exert significant control over what information media produces and distributes, personal perspective plays a more powerful role in how the audience members interpret those messages. Technology is an ever-changing playing field and those wanting to remain at the helm of innovation have to adapt. The consumer journey is charting a new course and customers and companies alike are embracing emerging technologies. As the IT industry trends such as cloud computing and SaaS become more pervasive, the world will look to brands who can deliver with accuracy and real-time efficiency. To help meet the demands of a technology-enabled consumer base, businesses and solution providers must also turn toward the latest trends and possibilities provided by emerging innovations to realize their full potential. But, where to begin? These are the emerging trends businesses need to keep their eyes on in 2020. AI Artificial intelligence holds significant potential for businesses. While we have yet to achieve the full spectrum of capabilities frequently at the center of futuristic cinema, AI is poised as a tool of choice for businesses and solution providers. As is often seen with social media, AI, combined with machine learning, can be a powerful combination. Businesses can use AI to achieve cost- saving benefits, streamline workflows, enable more efficient communications, improve customer satisfaction, and provide insight into purchasing behavior.

Additionally, machine learning can analyze large datasets and provide scaled insight. We are currently just scratching the surface of how machine learning and artificial intelligence can work together to enable businesses. (Think of IT-industry giants such as Google and Amazon.) Current applications provide huge growth potential for solution providers who can fully understand the capabilities of AI and tailor solutions to meet business demands. Businesses can also employ AI to identify new product and service opportunities. Blockchain Past discussions of blockchain are often hinged on cryptocurrency, but the real power lies in the immutability and transparency of a blockchain. Due to the fixed and highly visible nature of blockchains, this trend has been widely accepted to have financial applications, and often informs discussions of bitcoin. However, the business benefits are much more far reaching.

The blockchain is an information system that holds promise for supply chain management, enabling transparency into the origin and journey of materials from origin to product. Blockchain technology will also allow for better record management, providing a snapshot of any record from its origination. This could be used to verify orders, purchases, returns, receipt of product, you name it. Another cryptocurrency utilizing blockchain technology is Ethereum. This cryptocurrency uses smart contracts to ensure delivery of conditions. Smart contracts release data when both participants have met the criteria of an agreement. Smart contracts offer endless capabilities for ensuring agreements are carried out and therefor can help position you as a trusted brand. Cybersecurity as Critical Business Function Cybersecurity will no longer operate as an addendum in the world of information technology. As companies leverage emerging trends and move more toward cloud computing, cybersecurity will become a critical business functionality and will be an integral business process. Data protections and PII are real-world concerns that are steadily creeping to the forefront as media coverage of data breaches affect our trust in brands. Making information security an operational necessity will position a business as a trusted entity and ensure smooth delivery of products and services. Drones Drones are helping to transform certain verticals, giving an edge over competitors and offering a technologically powered physical connection between businesses and end users. The remote capabilities of drones coupled with AI applications are transforming business in the industrial, public safety, construction, and insurance sectors, just to name a few. As the drone industry continues to mature, more and more applications are coming to light and businesses are embracing the possibilities. Gartner predicts that drone shipments will increase 50 percent in 2020. Drones offer a unique opportunity to identify actionable tasks with much less leg work. Businesses and solution providers can offer enhanced support and real-time services. As best practices are developed and proper protocols put in place, drones offer real-potential for businesses.

Edge Computing Edge computing is a decentralized model which places computing nodes closer to the source of interaction. Gartner defines edge computing as a model where “information processing and content collection and delivery are placed closer to the sources, repositories and consumers of this information.” This model optimizes technological interactions and reduces latency at the point of origin to enable more effective and real-time data consumption. Edge computing is quickly becoming the most efficient path for localized interactions.

IoT As the world becomes more and more digitized, informed business is the key to success and internet of things provides greater clarity into consumer behavior. The Internet of Things is increasingly offering business opportunities in the form of data collection and analysis. In fact, IoT is the most widely adopted technology in CompTIA’s emerging tech track.

Unlike traditional data collection methods of the past, the Internet of Things is a conglomeration of devices that interact, providing substantially greater insight into how products and services are being applied for everyday tasks. As more devices become IoT enabled, businesses will be able to design products with a greater understanding of pain points.

Quantum Computing Quantum computing offers unique opportunities for predictive analysis that extend beyond the capacity of conventional computing. Quantum computers leverage the principles of superposition and entanglement to process information on an exponential scale. While Google came on the scene in 2017 with a promise of the largest quantum computer, IBM has actually made it possible for businesses to leverage this technology.

Quantum computing offers businesses a powerful tool for predictive analytics and big data analysis. As we encounter new problems, quantum computing will help predict viable solutions, though it may not be on the radar for many solution providers or channel partners just yet. Unit II : Introduction to Journalism

Virtual Reality/Augmented Reality When we think of virtual reality and augmented reality technologies (now referred to as XR), we often drift to possibilities in gaming. While those should not be overlooked, there is real potential for businesses and solution providers as well.

XR helps provide context to possibility. Consumers and businesses may know that they need a solution but have difficulty visualizing how a product or service will enable a particular outcome. Businesses can use XR to enhance their offerings and inform effective decision making.

3D Printing The business applications for 3D printing are endless. The ability to customize a product according to personalized specifications will allow businesses to provide nearly limitless possibilities. In recent years, providing this kind of customization required either significant reprogramming or manual intervention. With 3D printing, personalization is now one more task that can be automated. 3D printing also enables the use of various materials that offer cost-saving and environmentally sustainable benefits.

5G The speeds accomplished with 5G greatly outpace those seen with previous networks. 5G offers the supporting foundation that businesses can leverage to embrace emerging technologies. When unencumbered by latency issues, businesses can provide greater capabilities and service. Reaching consumer bases via mobile devices and smartphones will soar to new heights as the IT infrastructure for 5G expands and becomes more pervasive. Unit II : Introduction to Journalism Role of The Press Press is more than a media of information. The news may be colored with views and the comments upon the news generally would challenge our options. That is why press plays an important role in democratic country. It can make or break the governments. It can calm down the people or play up their passions, it can help the party in power to strengthen its Position or make the opposition to get the upper hand. Press not only leaves its impact on political life but also affects our social and economic life. It can help in tracing out the criminals. It can give expression to the grievance of the people and it can help the people to attain heir ends. In a democratic society the main task of the pool is to watch the democratic character of the political organization. There are many dangers to the democratic set up. The people in power try to encroach upon the rights of the common man. The people may not be able to enjoy their rights because of the interference of some. The press puts a check upon these types of tendencies by pin pointing the lapses of the party in power. The press can change the opinions of the people and the party becomes unpopular. The press can cultivate political outlook of the people and can help them in consolidating public opinion. Till the people are politically conscious and the people know their own rights and duties, the working of democracy will be chaste. Press can often play negative roles. It may start instigating people against one or the other leader or against the party in power. Under such circumstance the security of the country may be in danger. In such cases people shall not allow the press to have its own way. There should be a more code for the press to follow. The roll of the press can be conductive or destructive. If it plays a constructive role, the political organization will be more in agreement with the interest of the people. It will also stand for justice, mass participations and larger benefits of the people. There is possibility if the journalists are conscious of their duties. But it’s better if the press is independent, responsible and enlightened. In British India, the Vernacular Press Act (1878) was enacted to curtail the freedom of the Indian press and prevent the expression of criticism toward British policies—notably, the opposition that had grown with the outset of the Second Anglo-Afghan War (1878–80).[1] The Act was proposed by Lord Lytton, then Viceroy of India, and was unanimously passed by the Viceroy's Council on 14 March 1878. The act excluded English-language publications as it was meant to control seditious writing in 'publications in Oriental languages' everywhere in the country, except for the South. Thus the British totally discriminated against the (non-English language) Indian Press. The act empowered the government to impose restrictions on the press in the following ways: 1. Modelled on the Irish press act, this act provided the government with extensive rights to censor reports and editorials in the Vernacular press. 2. From now on the government kept regular track of Vernacular newspapers. 3. When a report published in the newspaper was judged as seditious, the newspaper was warned. Ethics can be concisely defined as the reasoning behind human action and morals. Whilst morals refer to the practical value choices a person makes, ethics refer to the principles behind them. The ethics of journalism have many aspects including legal, instructional and professional. The work of a journalist is ultimately controlled by national and international laws. Usually, in free democracies, the ethical code of journalism is stronger than the local law: not everything that is legal is necessarily good practice. International law, international agreements and domestic law are thus not the only systems that regulate the work of a journalist. What is ethics in journalism? According to the basic division, there are two kinds of ethics: duty-based ethics and consequentialist ethics. In the case of journalism, duty-based ethics stress the importance of truth, while consequential ethics focus on societal good. If a journalist thinks that it is most important that a story is true and that the facts are right, they follow duty-based ethics. On the other hand, a journalist may think that the effects of a cause are the most important aspect and, as a result, follow consequentialist ethics. Does the article offend someone? What kind of effects will the publication of the article have? Can the publication of a certain article do more harm than good, even if the facts used are correct? The ethical code of journalism is much the same as the ethical code of science. As in science, in journalism it is also important to be objective, critical, autonomous and progressive. Objectivity and criticality describe the relationship with knowledge. Autonomy should be achieved, at least from funders, owners and the state. The ethical code of progressivity refers to the principle that science and journalism should create new information. The ethical code of journalism is much the same as the ethical code of science. As in science, in journalism it is also important to be objective, critical, autonomous and progressive. If the foundations of journalism ethics are tracked far enough, one finds that they are based on various international agreements and declarations, such as the UN Universal Declaration of Human Rights and regulations of international law. The UNESCO declaration regarding mass media (1978) and the Paris Declaration (1983), which were backed by numerous journalist associations, define the ethical guidelines more accurately in questions related to media and journalism. They are based on the basic principles of international law, democracy and independence. It is easiest to handle ethics through duties and freedoms. The most important freedom that journalists use is the freedom of speech, which is also defined in legislation. To whom is a journalist responsible for? A journalist is responsible to the following parties: Society, the general public Customers, supporters and subscribers

Their employer, the corporation Colleagues, the professional community Themselves, their conscience. In 1991, a Finnish researcher, Tiina Laitila, studied 30 sets of journalist ethics publications, and the result shows that journalists think they are primarily responsible to their audience and the sources and objects of their information. Their employer and the state are much more seldom mentioned in ethical rulebooks. Five Core Principles of Journalism

1. Truth and Accuracy Journalists cannot always guarantee ‘truth’, but getting the facts right is the cardinal principle of journalism. We should always strive for accuracy, give all the relevant facts we have and ensure that they have been checked. When we cannot corroborate information we should say so.

2. Independence Journalists must be independent voices; we should not act, formally or informally, on behalf of special interests whether political, corporate or cultural. We should declare to our editors – or the audience – any of our political affiliations, financial arrangements or other personal information that might constitute a conflict of interest.

3. Fairness and Impartiality Most stories have at least two sides. While there is no obligation to present every side in every piece, stories should be balanced and add context. Objectivity is not always possible, and may not always be desirable (in the face for example of brutality or inhumanity), but impartial reporting builds trust and confidence.

4. Humanity Journalists should do no harm. What we publish or broadcast may be hurtful, but we should be aware of the impact of our words and images on the lives of others.

5. Accountability A sure sign of professionalism and responsible journalism is the ability to hold ourselves accountable. When we commit errors we must correct them and our expressions of regret must be sincere not cynical. We listen to the concerns of our audience. We may not change what readers write or say but we will always provide remedies when we are unfair. Indian Press Act, 1910, then in 1931-32 the Indian Press (Emergency) Act etc. During the Second World War (1939-45), the executive exercised exhaustive powers under the Defence of India Act & enforced censorship on press. At the same time the publication of all news relating to the Congress activities declared illegal.

In the Post-Constitutional Era, there is a change in the outlook. The Constitution of India in Article 19(1) (a) lays down that “All citizens shall have the right, to freedom of speech & expression.” Unlike, the U.S. Constitution, the Indian Constitution does not expressly provide freedom of press. However, it is now well settled that the words “speech & expression” in Article 19(1) (a) includes freedom of press also.2 The freedom of press means freedom from interference from authority which would have the effect of interference with the content & circulation of newspapers.3 The Article 19(1) (a) of the Constitution is subject to certain restrictions laid down in Article 19(2) of the Constitution.

Position in U.S.A Freedom of Press is also recognized by the American Constitution. Initially, the freedom of press was not expressly provided in the American Constitution. The freedom of press was inserted only after the First Amendment of the American Constitution. The Amendment prohibited the U.S. Congress from making laws which infringes the freedom of press. The First Amendment of the U.S. Constitution was influenced by the Virginian Declaration of Rights. Position in U.K. The Parliament is sovereign in the United Kingdom. Unlike, the U.S., India & other states the subjects of U.K. does not possess any guaranteed rights. The freedom of press is also well recognized in the U.K. The citizens have full liberty to do anything up to the extent that it does not violate the rule of common law or statute law.

The Hon’ble Supreme Court observed in Union of India v/s Association for Democratic Reforms6 , “One-sided information, disinformation, misinformation and non information, all equally create an uninformed citizenry which makes democracy a farce. Freedom of speech and expression includes right to impart and receive information which includes freedom to hold opinions”. In Indian Express Newspapers v/s Union of India,7 it has been held that the press plays a very significant role in the democratic machinery. The courts have duty to uphold the freedom of press and invalidate all laws and administrative actions that abridge that freedom. Freedom of press has three essential elements. They are: 1. freedom of access to all sources of information, 2. Freedom of publication, and 3. Freedom of circulation. There are many instances when the freedom of press has been suppressed by the legislature. In Sakal Papers v/s Union of India,9 the Daily Newspapers (Price and Page) Order, 1960, which fixed the number of pages and size which a newspaper could publish at a price was held to be violative of freedom of press and not a reasonable restriction under the Article 19(2). Similarly, in Bennett Coleman and Co. v/s Union of India,10 the validity of the Newsprint Control Order, which fixed the maximum number of pages, was struck down by the Court holding it to be violative of provision of Article 19(1)(a) and not to be reasonable restriction under Article 19(2). The Court also rejected the plea of the Government that it would help small newspapers to grow.

Restrictions on Freedom of Press in India The freedom of press comes within the ambit of freedom of speech & expression. In a democracy, freedom of press is highly essential as it (the press) acts as a watchdog on the three organs of a democracy viz. the legislature, the executive & the judiciary. But, the freedom of press is not absolute in nature. It is subject to certain restrictions which are mentioned in Article 19(2) of the Constitution. The following are the grounds of restrictions laid down in Article 19

1) Sovereignty & Integrity of India 2) Security of the State 3) Friendly relations with Foreign States 4) Public Order 5) Decency or Morality 6) Contempt of Court

The grounds of ‘Public Order’ & ‘Friendly relations with Foreign States’ was added by the Constitution (First Amendment) Act,1951. While the ground of ‘Sovereignty & Integrity of India’ was added by the Constitution (Sixteenth Amendment) Act, 1963.

Sedition Section 124A of the Indian Penal Code deals with the offence of sedition. It lays down that,” Whoever by words, either spoken or written, or by signs, or by visible representation, or otherwise, brings or attempts to bring into hatred or contempt, or excites or attempts to excite disaffection towards, the Government established by law in India, shall be punished with imprisonment for life, to which fine may be added, or with imprisonment which may extend to three years, to which fine may be added, or with fine”. But Explanation 3 says “Comments expressing disapprobation of the administrative or other action of the Government without exciting or attempting to excite hatred, contempt or disaffection, do not constitute an offence under this section”. In Devi Saran v/s State AIR 1954 Pat 254, the Court has held that Section 124A imposes reasonable restriction on the interest of public order & therefore it is protected under Article 19 (2) of the Constitution.

Current Scenario of Press & Its Achievements As discussed earlier, press is regarded as one of the pillars of a democracy as it acts as a watchdog of the three organs of democracy. Though, freedom of speech & expression (including of press) is enjoyed by the citizens but there are many instances where the press has to face difficulties as well. In the recent past, in the Tehelka Case, the portal Tehelka.com was forced to shut down completely & its journalists were continuously harassed as the journalists exposed the ‘scam’ in the defence ministry involving Ex-Defence Personnel & Central Government Ministers. There are many instances where journalists were threatened & even assaulted at times. Despite of these difficulties the press has achieved a lot of success in the recent past. In Jessica Lal’s case, Manu Sharma, son of a Haryana minister, killed Jessica on April 29, 1999, because she refused to serve him liquor in the restaurant where she was working. The case was closed and all the accused were freed due to lack of evidences, but finally, the case was reopened after media and public outcry, which led to Sharma’s conviction. In Priyadarshini Mattoo’s Case, Santosh Kumar, son of an IPS officer raped and killed his colleague, Priyadarshini Mattoo, a law student in 1996, after she refused his proposal. Ailing and aged father of Priyadarshini got judgment in October 2006, after a long run trial. The Delhi High Court rebuked lower courts and authority under investigation for acquittal of accused. The media played a significant role in this case as well.Similary,in Nitish Katara’s case the media played an important role. In Aarushi Talwar’s murder case, media played an important part by highlighting the loopholes in the case owing to which the police was forced to take some action. Aarushi’s father is the prime suspect in this case.Recently, in Ruchika’s Case, Ruchika Girhotra, a 14-year-old tennis player, was molested by then Haryana police IG S.P.S. Rathore in Panchkula in 1990.Three years later, Ruchika killed herself, which her friend and case witness Aradhana attributes to the harassment of Ruchika and her family by those in power. Nineteen years later, Rathore walks away with six months of rigorous imprisonment and a 1000-rupee fine, reportedly due to his old age and the “prolonged trial”. This led to public outrage & media played a significant role in it. Later on the Government of India asked the Central Bureau of Investigation to re-investigate the case & the police medals awarded to S.P.S. Rathore was also stripped. A case of Abetment of Suicide under Section 306 of the IPC was also filed against S.P.S.Rathore.In 2005 news channel Aaj-Tak carried out Operation Duryodhana which revealed 11 MP’s of the Lok Sakha accepting cash for asking question in the Lok Sabha. Later on an Investigation Committee was set up headed by Senior Congress MP Pawan Kumar Bansal. All the 11 MP’s were found guilty & were sacked from the Lok Sabha. Press needs to be Responsible Though, the press has played significant roles for public welfare but at times it act irresponsibly. For instance the electronic media hyped the Abhi-Ash wedding in such a way that other important news were neglected. In Prof. Sabharwal’s case, when Prof. Sabharwal was killed by ABVP activists, there were a number of news channels & newspaper correspondent were present & they had evidence of the murder but the media acted irresponsibly & the police called it an ‘Open & Shut Case’. Recently, when Mumbai was under terror threat in 26/11 the media acted irresponsibly by telecasting live the long sisty hour Operation Black Tornedo by the security forces to combat the attack at The Taj Mahal Palace Hotel & Nariman House. It included live feed of air dropping NSG Commandoes on the rooftop of Nariman House. At times news channel covers news such as ‘Bollywood Gossips’ & ‘Page 3’ etc which has reduced them to a mere ‘Entertainment Channel’. There are many important issues which should be covered by the media but unfortunately it does not. In April 2009, Union Home Minister P.Chidambaram was addressing the media at a press conference a journalist threw show at the minister on protest of acquittal of a Congress leader accused of leading Anti-Sikh riots in 1984. The journalist named Jarnal Singh was a reporter of Dainik Jagran, a local newspaper. Later on he apologized to the Union Home minister for his act. This was one of the most condemnable act which showed the ugly side of the press. Regulation of media in India - A brief overview Media in India is mostly self-regulated. The existing bodies for regulation of media such as the Press Council of India which is a statutory body and the News Broadcasting Standards Authority, a self-regulatory organization, issue standards which are more in the nature of guidelines. Recently, the Chairman of the Press Council of India, former Justice of the Supreme Court, Mr. M. Katju, has argued that television and radio need to be brought within the scope of the Press Council of India or a similar regulatory body. We discuss the present model of regulation of different forms of media. This note was first published at Rediff. 1. What is the Press Council of India (PCI)? The PCI was established under the PCI Act of 1978 for the purpose of preserving the freedom of the press and of maintaining and improving the standards of newspapers and news agencies in India. 2. What is the composition of the PCI and who appoints the members? The PCI consists of a chairman and 28 other members. The Chairman is selected by the Speaker of the Lok Sabha, the Chairman of the Rajya Sabha and a member elected by the PCI. The members consist of members of the three Lok Sabha members, two members of the Rajya Sabha , six editors of newspapers, seven working journalists other than editors of newspapers, six persons in the business of managing newspapers, one person who is engaged in the business of managing news agencies, and three persons with special knowledge of public life. 3. What are its functions? The functions of the PCI include among others (i) helping newspapers maintain their independence; (ii) build a code of conduct for journalists and news agencies; (iii) help maintain “high standards of public taste” and foster responsibility among citizens; and (iv) review developments likely to restrict flow of news. 4. What are its powers? The PCI has the power to receive complaints of violation of the journalistic ethics, or professional misconduct by an editor or journalist. The PCI is responsible for enquiring in to complaints received. It may summon witnesses and take evidence under oath, demand copies of public records to be submitted, even issue warnings and admonish the newspaper, news agency, editor or journalist. It can even require any newspaper to publish details of the inquiry. Decisions of the PCI are final and cannot be appealed before a court of law. 5. What are the limitations on the powers of the PCI? The powers of the PCI are restricted in two ways. (1) The PCI has limited powers of enforcing the guidelines issued. It cannot penalize newspapers, news agencies, editors and journalists for violation of the guidelines. (2) The PCI only overviews the functioning of press media. That is, it can enforce standards upon newspapers, journals, magazines and other forms of print media. It does not have the power to review the functioning of the electronic media like radio, television and internet media. 6. Are there other bodies that review television or radio? For screening films including short films, documentaries, television shows and advertisements in theaters or broadcasting via television the Central Board of Film Certification (CBFC) sanction is required. The role of the CBFC is limited to controlling content of movies and television shows, etc. Unlike the PCI, it does not have the power to issue guidelines in relation to standards of news and journalistic conduct. Program and Advertisement Codes for regulating content broadcast on the television, are issued under the Cable Television Networks (Regulation) Act, 1995. The District magistrate can seize the equipment of the cable operator in case he broadcasts programs that violate these Codes. Certain standards have been prescribed for content accessible over the internet under the IT Rules 2011. However, a regulatory body such as the PCI or the CBFC does not exist. Complaints are addressed to the internet service provider or the host. Radio Channels have to follow the same Programme and Advertisement Code as followed by All India Radio. Private television and radio channels have to conform to conditions which are part of license agreements. These include standards for broadcast of content. Non-compliance may lead to suspension or revocation of license. 7. Is there a process of self regulation by television channels? Today news channels are governed by mechanisms of self-regulation. One such mechanism has been created by the News Broadcasters Association. The NBA has devised a Code of Ethics to regulate television content. The News Broadcasting Standards Authority (NBSA), of the NBA, is empowered to warn, admonish, censure, express disapproval and fine the broadcaster a sum upto Rs. 1 lakh for violation of the Code. Another such organization is the Broadcast Editors’ Association. The Advertising Standards Council of India has also drawn up guidelines on content of advertisements. These groups govern through agreements and do not have any statutory powers. 8. Is the government proposing to create a regulatory agency for television broadcasters? In 2006 the government had prepared a Draft Broadcasting Services Regulation Bill, 2006. The Bill made it mandatory to seek license for broadcasting any television or radio channel or program. It also provides standards for regulation of

Unit III : Print Media Newspaper production process. Newspaper[1][circular reference] production is an act that starts from the gathering of news stories, articles, opinions, advertorials and advertisements to printing and folding of the hard copy. Usually, the news items are printed onto newsprint. The whole production process can be divided into four parts: Content gathering, Pre-press, Press and Post- press. The term production process should not be confused with manufacture as Production process is the stage at which many taxes are levied and collected in almost all countries. Manufacture is the stage at which the product becomes marketable and therefore the term also includes the stages of packaging and packing. . News production starts with the reporters going out to their respective beat to gather stories and cover events and also the marketing department getting advertisement into the newspaper on daily basis. It starts with reporters getting their stories ready daily and sending their stories in electronically through their mails to the editor. Each reporter works with a particular desk in the newsroom, some of these desks are: Metro desk, Sport desk, Business desk, Political desk, Education desk and others. News gathering and dissemination is paramount to every newspaper as this is the responsibility of the newspaper house to the people and this can determine their level of advertiser’s patronage. After stories are gathered, the Sub Editors are saddled with the responsibility of editing copies submitted by the reporter using a red pen or red font color, the Chief Sub Editor uses blue while the Editor uses green. This tells that each of the editing done on a particular story is still subjected to the final editing done by either the Chief Sub Editor or the Editor in chief. Sources used include information provided by new agencies such as Reuters, Associated Press, etc. plus information available from the Internet. This can be from Government sources such as Government departments e.g. Companies House, commercial undertakings specialising in data collection and other specialist organisations. In addition, there are so-called social media outlets, not always known for their factual accuracy. Pre-press Pre-press is where photos are edited, advertisements are created and composed and the whole pages of the newspapers are laid-out and designed. After stories have been edited, the editor and other sub-editors will sit in an editorial conference to determine what goes inside the paper for the day. Then, each sub-editor is expected to plan his pages if possible. The marketing department also will forward the advertisements that have been paid for with specification of the pages allotted to the advert, all these will be forwarded to editorial department so as to add these pages in their planning process. The newspaper planning is done on a dummy sheet (a blank sheet folded as a pre-print test) to give a prototype of the final outlook of each pages, this is called page planning. After the planning, the editorial department forwards the already planned pages to the graphic section where the dummy sheets are transformed to a meaningful digital form. At the pre-press, text, pictures, cutline, graphics, and graphical illustrations as well as color are put together to form the newspaper pages. Smaller newspapers sometimes still use desktop publishing programs (DTP) such as Corel Draw, Adobe PageMaker, Adobe InDesign, Quark XPress and other graphic design software. This software enables the graphic designer to easily compose pages and output them on a hardcopy proof- printer for proofreading and sending the corrected and finished pages to a RIP (Raster Image Processor). The RIP transforms PostScript (PS/EPS) or PDF pages into rasterized TIFF G4 data. The TIFF data is usually imaged in a CTP-device using a Laser directly onto the offset printing plates. Earlier – and even sometimes nowadays – data imaging was done using a film-workflow. So the data was imaged at first onto a film and then the film was copied with UV-light onto UV- sensitive offset printing plates. The final stage in the newspaper pre-press phase is preparing the imaged offset printing plates for mounting onto the plate cylinder inside of the offset press. The plates have to be bent and often also punched so that they can be mounted easily and properly on the plate cylinder. The printing process is the main process step during newspaper production. Quickness and reliability with at the same time reasonable producing are the cornerstones in the production and processing of print products.[2] Newspaper presses produce not just goods in process (sheets, signatures or reels of printout) as it is the case with typical printing presses. Instead newspaper rotary presses can produce copies which are finished goods. The typical newspaper press is divided into two parts: printing and folding. Printing The first functions of a newspaper press are loading and unwinding of newsprint reels. These functions are provided by the paster. Pasters unwind paper reels and automatically change paper reels at full production speed (e.g. 100.000 copies per hour). Often pasters are placed below the printing towers. The towers often consist of four printing units to print Cyan, Magenta, Yellow and Black ink onto the newsprint. The newsprint web travels upwards in the printing tower during the color is applied to it on both sides of the reel. Usually, for every page there is one individual printing plate per color. This printing plate is mounted onto the plate cylinder within the printing unit which again is part of the printing tower. Modern presses can print full color on every page. Four color printing units are used for printing on one side of the paper web and another four printing units apply the backside print onto the paper web. Printing front and backside can happen simultaneously (blanket-to-blanket-configuration) or after another (satellite configuration) The printing units cannot just print one page like in digital printing, instead printing towers in newspaper presses can print up to 24 broadsheet pages in full color. If the press consists of several towers many more pages can be printed at once. Folding The folder starts were the printed webs come together. The folder can produce ribbons and combine these ribbons in such a way that the pages are sorted on top of each other. The folding process starts in the so-called super structure and ends in the main folding units at the end of the press process. The ribbons are cut in such a way that the pages of the newspaper are separated from each other and the folder lays down the newspaper copies onto the delivery belt. The first real newspaper presses were produced by Koenig & Bauer. The London-based The Times was printed at first on a rotary/flat machine press instead of a hand press during the night from 28 to 29 November 1819. Today also other manufacturers such as Goss, Manroland Web Systems, TKS, Mitsubishi and TPH are in the press market.

Journalism is one of the most important professions in the world. It informs citizens about various events that take place in our community, state, country and beyond. The reports and analyses of journalists help people know the current affairs and to form opinions. Journalists inform the public through newspapers, magazines, radio, television, internet etc. These means of communication are often referred to as the news media. Newspapers are daily engaged in the gathering, packaging and distribution of news, opinions and pictures from across the globe. Mass media shape and mould public opinion and represent social reality. They are complex and multi- faceted organisations involving huge business and commercial interests. Efficient and harmonious coordination of various departments of a newspaper are essential if it is to effectively function as a professional and business entity. The mere collection of news and its distribution alone will not ensure the successful functioning of a newspaper. Advertisements in a newspaper are the basis of its stability and profitability. Similarly, a paper must have good circulation. The greater the circulation the greater will be the volume of advertisements. The mechanical production (print quality) and the distribution of newspapers also play a key role. The organizational setup varies from newspaper to newspaper depending on the size and turnover of a newspaper. Generally most of the newspapers have three major departments – editorial, business and mechanical. Large newspapers may have more departments such as Human Resource Development, Public Relations, Personnel and Administration. However, editorial, business and mechanical are the core departments of a newspaper. Let us discuss the most important characteristics of these departments. 1. Editorial Department The editorial department is the key section of a newspaper. The news, features, comments, columns, editorials, cartoons, letters to the editor are handled by this section under the leadership of the editor or editor-in-chief. A host of assistant editors, news editors, sub-editors, special correspondents and reporters work under the editor. The chief reporter along with a team of reporters collects news from various places. These reports are edited by a team of sub editors under the supervision of a news editor. Most newspapers have separate desks for local, regional, national and foreign news. Presently, most of the newspapers have online editions. A team of journalists will edit, design and present the content for the internet editions. 2. Business Department The business department of a newspaper is of prime importance. To function properly and effectively, a newspaper has to be run as a business enterprise. School of Distance Education News Reporting and Editing Page 6 Usually, the business department consists of two sections, namely, advertising and circulation. 3. Mechanical Department The mechanical section of a newspaper is in charge of the actual production of the paper. This section deals with the composing, plate making, printing, packing and dispatching. Once the stories are edited and arranged, the pages are handed over to the mechanical department. Here, these pages are converted into metal plates through a chemical process for offset printing. Once the papers are printed, they are folded, counted, and packed for delivery to various destinations. Big newspapers may have more specialised departments than the above mentioned. Newspaper business is like any other corporate business venture. All the modern management principles are applied in order to maximize profit and to render the best product to the readers. Internet editions, mobile applications and other technologies are essential in reaching out the newspaper to the generation next. Structure of Editorial Department The editorial department is described as the soul of a newspaper. The department has two important sections namely reporting and editing. Reporters gather news from different parts of the country and also from abroad. Photographers provide photos and cartoonists supply sketches of personalities and events. Editorial writers and special writers contribute editorials, features, articles, middles, columns etc. All the news collected including the photographs, cartoons, special stories, columns, middles etc. are edited and arranged by the editorial department. The organisational structure of the reporting and editing section is given below. Editor Reporting Section Editing Section 1. Bureau Chief 1. News Editor 2. Chief Reporter 2. Chief Sub-editor 3. Senior Reporters 3. Senior Sub-editors 4. Special Correspondents 4. Special/Magazine Editor 5. Reporters 5. Sub-editors 6. Trainee Reporters 6. Trainee Sub- editors 1. Editor The editor takes all important decisions connected with the publication of news and expression of opinion on vital national and international issues and events. He/she coordinates the editorial department (editing & reporting). Every newspaper in India is required under the law to print the name of the editor on every issue. This pins responsibility on the editor for what goes to print. The editor is appointed by the proprietor. The relationship between an editor and a proprietor need not be a smooth one always. We have numerous cases in India where the editor had to step down on account of disagreements with the proprietors. In some cases the proprietors have unceremoniously kicked out the editors. Legendary Malayalam editor Swadeshabhimani Ramakrishna Pilla had left the editorship of many newspapers on account of disagreements with the proprietors. Some people hold the view that an editor is responsible solely to his/her conscience and to the readers. Interference on the editorial policy or on the discharge of the duties of an editor is considered an assault on the freedom of the press and it should be resisted at any cost. But there are few takers for this view. Some newspapers such as The Times of India have done away with the post of chief editor. Some others such as The Hindu, and Malayala Manorama choose the editor from the family memebers of the proprietors so that they can avoid possible differences of opinion in the editorial matters. 2. News Editor News editor is in charge of the newsroom and his major responsibility is in the selection of news stories. He/she allocates tasks to news team and instructs reporters on the news angles which are to be highlighted in reports. News editor is directly answerable to the chief editor. The news editor in consultation with the chief reporter will decide what news stories should be covered and in what detail. As the final authority on the news, he has the power to stop the printing of a newspaper in order to accommodate an important fast-breaking news story. He/she must scan all incoming news and issue directions for appropriate editing. Dummy for the first page is finalised by the news editor. He/she should know the pressure, stress, ordeals and joys of working in the late night as well as the strain of competitive journalism and news operations. 3. Chief sub-editor The senior sub-editor or the chief sub-editor is the captain of the editorial section of the news desk. It is his/her responsibility to see that copies are distributed among the sub-editors and to ensure that copies are edited properly, attractive and meaningful headlines are given and copies are free from libels. The edited copies are handed over to the printing section before the cut-off time. 4. Sub-editor/copy editor The sub-editor also known as copy editor has been described as the midwife to the story and the unsung hero of a newspaper. He/she should have a lawyer’s analytical approach and quick-mindedness which enables him/her to understand a story quickly and come to the core of the matter. A sub-editor has to give appropriate headlines and, where necessary, revise and condense the material to suit the available space. These tasks call for a flair for writing and mastery over the language. A sub-editor’s working hours are more regular than that of a reporter. Unlike a reporter who can be called to duty at any time, a sub-editor’s duty is fixed like any other office worker’s. The only difference is that a sub-editor has to work in shifts and his/her work begins in the late afternoon and goes up to 2 to 3 in the wee hours of the morning. 5. Chief photographer Photojournalism is a form of journalism that creates images in order to describe a news story. A photojournalist is a visual reporter who must often make decisions instantly and carry photographic equipment, often while exposed to significant obstacles such as physical danger, weather, crowds etc. A good photojournalist is both a skilled photographer who uses the camera and other equipment to his best advantage. He must also be a creative person who mixes technique and judgement to capture images as they happen because news events do not wait for the photographer. A photojournalist must be prepared to act fast and have his camera always at hand. Interesting pictures are most often a result of the alertness of the photojournalist who is at the right place at the right time. The chief photographer coordinates the gathering of photos. 6. Reporter/correspondents A reporter collects news on behalf of the readers of a newspaper. To a great extent, a newspaper’s reputation and credibility depends on the reporters. They can make or destroy a newspaper. A reporter performs the noble task of educating and informing the reader about what is happening around them. As in every other profession, specialisation is there in reporting too. Big newspapers have specialists to report political, legal, business, education, crime, sports, films and special events. These reporters write authoritative articles in their specialised areas. An experienced reporter on being given an assignment asks: 1. What has happened? That is, what has really happened ---the complete story. 2. Why (or how) did it happen? That is, what are the explanations. 3. What does it mean? That is, how to interpret it. 4. What next? That is, in the light of the present news what is expected to happen next. 5. What is beneath the surface? That is, to interpret an event. Principles of reporting Every news story should contain four essential elements-- accuracy, attribution of source, fairness and objectivity. These factors give credibility to a publication and at the same time demonstrate a reporter’s sense of responsibility. 1. Accuracy The facts in a story should be correct, down to the minutest detail. A reporter must be precise with every bit of the details of a story. Readers tend to judge a School of Distance Education News Reporting and Editing Page 9 newspaper’s credibility by their own experiences with its record of accuracy. News stories with inaccuracies are a sign of a lazy reporter. 2. Attribution Source identification should be as specific as possible. Use the person’s name if possible, not merely a ‘spokesperson’. A reporter should not invent news source or attribute information to such vague quarters like ‘an informed source’, ‘a confidential observer’ etc. The source from which a story’s information is obtained must be clearly identified. Failure to do so makes a reporter’s story suspect. 3. Fairness News stories should be scrupulously fair in their presentation of information. They should never serve the vested interests of groups or individuals.

The role of an Editor

Your role as editor is to maintain and develop wherever possible the journal’s profile and reputation. You have final responsibility for the journal’s content. You should ensure that the journal’s aims, scope and content respond to any changes of direction in the field of study to incorporate newly-emerging work. You will work closely with the journal’s publishing staff to ensure that it is strategically developed in line with market evolution. Both you and the publishing staff will make recommendations in this regard, based on your complementary expertise and sources of information.

Responsibilities of an editor

In your role you should:

• Ensure a supply of high-quality manuscripts to Elsevier in quantities that are able to maintain the publishing schedule of the journal. If insufficient manuscripts are being submitted, then you should discuss how to address this with your publishing contact. • Ensure that the subject matter of the manuscripts reflects any changes of direction in the field of study to incorporate newly-emerging work (this may necessitate inviting articles or special issues). • Select the Editorial Board, in co-operation with your publishing contact. • Continually engage the Editorial Board on the progress of the journal and update and include them on ideas for editorial development. The Editorial Board should be involved formally through an annual Editorial Board meeting or informally in ad hoc meetings and discussions. • Provide strategic input into your journal’s development. Your publishing contact will be in touch regularly to report on the journal’s performance and suggest possible strategies for development, as well as discuss your suggestions. • Highlight commercial advertising, supplement, and reprint opportunities, if these form important sources of income for your journal. • Promote the journal to peers and colleagues. Additional editors

In general, a journal will have multiple editors if it is:

• Very large, and the number of submissions is too great for one editor to handle, and/or • The scope of the journal is so broad that it is not possible for one editor to make informed decisions about submissions in all subject areas.

Multiple editors may sit between the Editor(s)-in-Chief and the Editorial Board, and can also be referred to as:

• Co-Editors • Associate Editors • Section Editors • Editorial Advisors • Editorial Committee Members

If you are working with additional editors, then papers may be divided between you on the basis of:

• Geographical origin. • Specialization. • Type of contribution, such as original articles or reviews. • Equal division of labour.

Multiple editors may have different roles, depending on the journal. Your publishing contact will be able to advise you on these. The relationship between public opinion and journalism has long been a considered a cornerstone of modern functioning democracies. This important relationship has been the focus of scholarship across broad disciplines such as journalism studies, communication, sociology, philosophy, and political science. One hundred and twenty years ago, French sociologist Gabrielle Tarde outlined the press–conversation–opinion–action model to illustrate the role that the press and journalists have on initiating conversation among citizens, forming public opinion, and how this opinion translates into civic action that fosters social change. Highly related to Tarde’s press–conversation–opinion–action model are current theories of journalism and public opinion such as agenda-setting, priming, the two-step flow hypothesis, diffusion of innovation, and the spiral of silence. All of these theories relate to how the press can inform citizens, foster interactions with others, shape their opinions, and mobilize citizens into civic engagement and political action. However, in today’s mobile, digital, and highly segmented communication landscape defined by “post-truth” and “alternative facts” and where emotions resonate more than evidence because of audience biases and identity protective cognition, the problem of the spread of misinformation has caused a great deal of consternation among journalists, pundits, and public opinion scholars, leading to a global rise in fact-checking. But because much of the misleading and deceptive claims in today’s communication environment appear first on social media, there is currently a fervent quest for automated computational fact-checking. Unit IV : Television and Radio Television came to India on September 15, 1959 with experimental transmission from Delhi. It was a modest beginning with a makeshift studio and low power transmitter. The objective was to find out what it can achieve in community development and formal education. The funding of $20,000 and equipment was offered by United States. One hundred and eighty teleclubs were set up within the range of 40 Kilometers of transmitter. Every club was provided with a television set by UNESCO. All India Radio provided the engineering and the programme professionals. Various formats are used for the delivery of messages on television. The format should be selected keeping in mind the target group and the content of the message. For example, children may find it boring to watch a documentary on ecological imbalance but they may find animation film interesting. Moreover, the preferences of the audience also should be considered while selecting the format. The commonly used formats are: i. Actuality ii. Animation iii. Demonstration iv. Documentary v. Drama vi. Graphics vii. Interview viii. Panel show ix. Puppets i. Actuality: In this type of format, the audience sees and hears people in the undertaking being discussed. The programme may be introduced by a host, but from then on, rather than interviewing people the programme cuts directly to the people involved. For example, child labourers working in a fireworks’ factory. Radio broadcasting is transmission of audio (sound), sometimes with related metadata, by radio waves intended to reach a wide audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based radio station, while in satellite radio the radio waves are broadcast by a satellite in Earth orbit. To receive the content the listener must have a broadcast radio receiver (radio). Stations are often affiliated with a radio network which provides content in a common radio format, either in broadcast syndication or simulcast or both. Radio stations broadcast with several different types of modulation: AM radio stations transmit in AM (amplitude modulation), FM radio stations transmit in FM (frequency modulation), which are older analog audio standards, while newer digital radio stations transmit in several digital audio standards: DAB (digital audio broadcasting), HD radio, DRM (Digital Radio Mondiale). Television broadcasting is a separate service which also uses radio frequencies to broadcast television (video) signals. The earliest radio stations were radiotelegraphy systems and did not carry audio. For audio broadcasts to be possible, electronic detection and amplification devices had to be incorporated. The thermionic valve (a kind of vacuum tube) was invented in 1904 by the English physicist John Ambrose Fleming. He developed a device he called an "oscillation valve" (because it passes current in only one direction). The heated filament, or cathode, was capable of thermionic emission of electrons that would flow to the plate (or anode) when it was at a higher voltage. Electrons, however, could not pass in the reverse direction because the plate was not heated and thus not capable of thermionic emission of electrons. Later known as the Fleming valve, it could be used as a rectifier of alternating current and as a radio wave detector.]This greatly improved the crystal set which rectified the radio signal using an early solid-state diode based on a crystal and a so-called cat's whisker. However, what was still required was an amplifier. The triode (mercury-vapor filled with a control grid) was created on March 4, 1906, by the Austrian Robert von Lieben independent from that, on October 25, 1906, Lee De Forest patented his three-element Audion. It wasn't put to practical use until 1912 when its amplifying ability became recognized by researchers. By about 1920, valve technology had matured to the point where radio broadcasting was quickly becoming viable. However, an early audio transmission that could be termed a broadcast may have occurred on Christmas Eve in 1906 by Reginald Fessenden, although this is disputed.[11] While many early experimenters attempted to create systems similar to radiotelephone devices by which only two parties were meant to communicate, there were others who intended to transmit to larger audiences. Charles Herrold started broadcasting in California in 1909 and was carrying audio by the next year. (Herrold's station eventually became KCBS). In The Hague, the Netherlands, PCGG started broadcasting on November 6, 1919, making it, arguably the first commercial broadcasting station. In 1916, Frank Conrad, an electrical engineer employed at the Westinghouse Electric Corporation, began broadcasting from his Wilkinsburg, Pennsylvania garage with the call letters 8XK. Later, the station was moved to the top of the Westinghouse factory building in East Pittsburgh, Pennsylvania. Westinghouse relaunched the station as KDKA on November 2, 1920, as the first commercially licensed radio station in the United States.[12] The commercial broadcasting designation came from the type of broadcast license; advertisements did not air until years later. The first licensed broadcast in the United States came from KDKA itself: the results of the Harding/Cox Presidential Election. The Montreal station that became CFCF began broadcast programming on May 20, 1920, and the Detroit station that became WWJ began program broadcasts beginning on August 20, 1920, although neither held a license at the time. In 1920, wireless broadcasts for entertainment began in the UK from the Marconi Research Centre 2MT at Writtle near Chelmsford, England. A famous broadcast from Marconi's New Street Works factory in Chelmsford was made by the famous soprano Dame Nellie Melba on June 15, 1920, where she sang two arias and her famous trill. She was the first artist of international renown to participate in direct radio broadcasts. The 2MT station began to broadcast regular entertainment in 1922. The BBC was amalgamated in 1922 and received a Royal Charter in 1926, making it the first national broadcaster in the world,[13][14] followed by Czech Radio and other European broadcasters in 1923. Radio Argentina began regularly scheduled transmissions from the Teatro Coliseo in Buenos Aires on August 27, 1920, making its own priority claim. The station got its license on November 19, 1923. The delay was due to the lack of official Argentine licensing procedures before that date. This station continued regular broadcasting of entertainment and cultural fare for several decades.[15] Radio in education soon followed and colleges across the U.S. began adding radio broadcasting courses to their curricula. Curry College in Milton, Massachusetts introduced one of the first broadcasting majors in 1932 when the college teamed up with WLOE in Boston to have students broadcast programs.[16] g for broadcasting. Regional and Community Broadcasting Framework The policy framework for regional and community broadcasting, enables a range of broadcasting services, content and formats for regional, local and community and minority audiences including ethnic minorities, communities of interest and students. The Framework is a set of objectives for government in future policy development to:

• Promote local broadcasting services (local broadcasting); • Promote innovation and a diverse range of content and formats for different audience identities and interests (diversity); • Facilitate wide technical, cultural and social access to broadcasting (accessibility); and • Provide for long term developments affecting broadcasting (future-proofing). Eligibility criteria for local licences have been developed from the policy framework and it provides scope for new local commercial broadcasters, as well as non-commercial broadcasters. The Crown has reserved AM and FM radio frequencies and UHF television frequencies throughout the country for use by non-commercial broadcasters, restricted to non- profit activities. Additional FM frequencies have also been set aside for local commercial radio. Digital Broadcasting In 2008, free-to-air digital television was launched in New Zealand, beginning a 6-10 year transition towards an eventual switch-off of analogue signals. The switch-off of analogue signals will be completed by November 2013, beginning with Hawke's Bay and the West Coast in September 2012. Government support is provided for a combination satellite and terrestrial free-to-air digital, service delivered by a consortium of broadcasters known as Freeview. The government is providing $25 million for the Freeview platform over five years, and an allocation of digital terrestrial spectrum without charge during the transition to analogue switch-off. Digital transmission is managed by Kordia, the state transmission company, Spectrum Policy Since the broadcasting reforms of 1988-89, the number of registered radio frequencies has increased substantially. The Radio Communications Act 1989 established a market-based system for spectrum management, with up to 20-year tradeable spectrum access rights. Such rights not only encourage investment in spectrum use, but also provide for situations where a number of users are possible. Spectrum access rights are allocated by auction (aside from those set aside for allocation by other means, e.g. for non-commercial, Māori, and public broadcasting, and for the transition to free-to- air digital television). The registration of licences following allocation establishes the tradeable right that is recorded in a publicly accessible register. An annual administration fee is payable to the Ministry of Economic Development by all registered licence holders. Most of the currently available UHF television, FM sound radio and AM sound radio frequencies have now been allocated. Additional licences are created, where technically possible, and allocated when there is demand for them. Local content In 2002 a voluntary Code of Practice was adopted by the Radio Broadcasters Association. This was aimed at raising the local music content to an average of 20% across commercial radio formats within five years. This was achieved, and the level has been maintained since. Television broadcasting Television New Zealand TVNZ currently operates four national channels (TV ONE, TV2, U and TVNZ 7), and has several subsidiary companies. TVNZ broadcasts are accessible by almost 100 per cent coverage of the New Zealand population. TV ONE and TV2 broadcast 24 hours a day, seven days a week. TVNZ also broadcasts a news service to the Pacific, and operates a captioning service for selected programmes. Māori Television Māori Television was founded under the Māori Television Service Act 2003 (Te Aratuku Whakaata Irirangi Māori). Passed in May 2003, the act established the Service as a statutory corporation. Under the Act the Service should:

• be a high quality, cost effective television provider which informs, educates and entertains • broadcast mainly in reo Māori • have regard to the needs of children participating in immersion education and all people learning Māori . These and other functions may be amended following a current review of the Maori Television Service Act. Private Television SKY Television was New Zealand's first pay television network. It began broadcasting in May 1990 and now delivers multiple subscription channels via digital satellite. SKY also owns free- to-air broadcast channel Prime. Private broadcaster, MediaWorks delivers TV3, TV3+1, C4 and C42 channels. TelstraClear delivers subscription cable television in Wellington, Kapiti, and Christchurch. Freeview Since 2008, New Zealanders have had access to a free-to-air digital television platform, known as Freeview. The government has supported the roll-out of Freeview with $25 million in funding. Freeview is a consortium of Television New Zealand, MediaWorks, Māori Television, and Radio New Zealand, and broadcasts via both satellite and terrestrial transmission systems. It delivers a range of channels including TVNZ’s four channels, MediaWorks’ four channels, two Māori Television channels, Radio New Zealand’s two networks, Prime, Parliament TV, Chinese Television and a number of regional broadcasters. Regional Television A number of small regional commercial and non-commercial television services operate around the country, providing a mix of programmes, from music to local and international news, community access, and tourist and entertainment services. NZ On Air provides funding for selected community and regional content on some regional services. Impact of Radio and TV on Society and Culture! Media consumption captivates long hours each day in the lives of a typical Indian in the urban areas. Radio and television play a vital role in the lifestyle of the people. At the basic level, they inform people about various things in various ways and through a variety of programmes.

Unit V : Advertisement Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. Today's advertisers have a vast array of choices at their disposal. The internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more. Here are a few examples of what's available for your media arsenal: Online Advertising (aka Digital) If you see an advertisement via the internet, then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the internet. Another avenue of online advertising is native advertising, which is the digital variation of the old print advertorials and sponsored content. There are many digital marketing strategies including placing ads on popular websites and social media sites. Google Ads Google Ads allows companies to bid on the placement of an ad on Google's search engine results page.1 By using keywords or common search terms, searches that are related to the business and their products and services appear in the search results. For example, a company that advertises insurance will show up in any search queries for insurance products. The business pays Google if the ad is clicked on, which is why it's called a cost per click basis.2

Google Ad Sense allows a company to host ads on their website from Google to generate revenue for the site. For businesses looking to advertise, they can enroll in Adsense and Google, through its algorithms, will match the ad to various websites with related content or search parameters. As a result, companies can reach larger audiences through Google's placement of advertisements. Google places advertisements on other websites to produce clicks and website traffic.3 Linked In Advertising Companies can create a business page and post content, videos, products offerings on their page as a way of reaching the millions of LinkedIn users. A LinkedIn page can be an extension of a company's website and drive traffic to the site through links in the content. Also, employees of the company can establish LinkedIn pages with similar content that contain links to the company's website and product offerings. Companies can also place ads on LinkedIn that can be targeted to particular traits or demographics of LinkedIn users. For example, if a business wanted to advertise to people that worked in the field of accounting, an ad can be placed that only targets LinkedIn users that work in the accounting industry or have an accounting degree. With LinkedIn, many members belong to groups. Ads can be targeted to a specific group like a cryptocurrency group or a technology group. Other social media sites, such as Facebook and Twitter, offer similar programs like the ones outlined from Google and LinkedIn. With digital advertising, it's important to research and target the specific audience that'll likely buy a company's product or service before placing an ad. Cell Phone & Mobile Advertising A dominating force in digital advertising is through mobile devices such as cell phones, iPads, Kindles, and other portable electronic devices with internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter, Instagram, Snapchat, LinkedIn, and Facebook. Mobile advertising is similar to online advertising and is increasingly gaining importance as a method of reaching new customers. Print Advertising Once a huge driver of sales, print is taking a back seat to the many digital forms of advertising now available to marketers. However, if there is one thing that's certain about advertising, it's that being different is good. And when consumers tire of digital ads, a return to printed pieces and the tactile feeling and permanence they provide is definitely in the cards. Typically, print can be split into three subcategories: Periodical Advertising If it's in a magazine, a newspaper, or anything else that comes out at regular intervals, then it's periodical advertising (aka a print ad). For decades, print ads were the gold standard for advertisers and their clients. To grab the center spread of a big magazine or the back cover of a newspaper meant millions of people saw the message. Brochures, Leaflets, Flyers, Handouts, and Point-of-Sale Advertising Although some of these media can be placed within the pages of newspapers and magazines, they are treated as a separate entity, usually because they have less chance of being seen. From something that sits on a counter or customer service desk to a glossy car brochure, small print media offer a more intimate and long-form way of engaging the consumer. Use this approach when you have more information than you can cram into a print ad. Direct Mail Advertising Either of the techniques mentioned above can be incorporated into direct mail. It simply means that your printed pieces are mailed directly to the consumer. This is a technique that has been and continues to be, abused by inferior marketing agencies that have turned the craft into junk mail. If it is creative and intelligently conceived and executed, direct mail can be a fantastic way to engage the customer. Do not count it out. Guerrilla Advertising Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media. Broadcast Advertising A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers. Broadcast advertising has suffered from the popularity of DVRs and "ad-skipping" technology. However, it is still an effective way to reach millions of people, especially when the Super Bowl comes around. Outdoor Advertising Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches consumers when they are away from home. Think of billboards, bus shelter posters, fly posters, and even those big digital boards in Times Square. Public Service Advertising Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service. PSAs traditionally appear on TV and radio but are also heavily promoted online. Product Placement Advertising Product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement. If you have ever seen a movie and wondered, "Wow, they sure are driving a lot of Fords in this scene," or "Does everyone in this TV show drink Pepsi?" then you are noticing product placement. It's a way that these films and shows get funding, and is a great way for advertisers to reach a targeted demographic.

All of this disruption means that if you’re savvy, you can get a lot of marketing bang for your buck. But you’ll have to be very targeted in how you use your marketing dollars.

Effective advertising techniques: the small-business basics

These four effective advertising techniques are the basics of every small business today. Master these, and you’ve got a strong foundation:

Tool 1: Branding

Our collective obsession with all things technological often means that you overlook some of the more basic and highly effective ways to market your business.

You, my friend, need a sign.

Today’s signage, though, isn’t just something that hangs over the door to your office. It can’t get rusty. It can’t fall down and hit someone on the head. The signage of today is all about branding: a sharp logo, a well-designed website and compelling cover images on social media sites.

This is the essential first step in your digital marketing journey. Your future customers need to see consistency in your brand’s image and message.

Still relying on the DIY graphics of your early days? Enlist a reputable graphic designer to create polished, cohesive look for your business—a visual identity that builds credibility and elevates your business above the competition. Your company’s image is worth the investment.

Tool 2: Social media

You have a Facebook page. You have a Twitter profile. Maybe you even have a few other social media profiles. Today, all that may be meaningless—unless you do something with it. Enter social media advertising.

Having a social media page isn’t the same as having a true social media presence. Using social media effectively means actually being part of a larger conversation with your customers and prospects. What does that mean exactly?

Your business needs interesting content that people want to read. It’s your job to provide your customers—current and prospective—with helpful, relevant information. Spend an hour once a week to comb the internet for relevant articles, tips, and tools. Keep a document with these links and the corresponding one- or two-sentence Facebook or Twitter post text. Even better: Make a Google doc so your team can contribute when they find a great social media-worthy link! Posting on Facebook isn’t a chore when you have an arsenal of killer content ready to go.

OK, so you’re regularly posting actionable content on Facebook. Now what? Interact with your customers! If they have questions, answer them. And in a timely manner, to boot.

Pro tip: Set up some community moderation guidelines, including appropriate response times and guidelines for handling negative comments or concerns. That way your entire team is on the same page.

While you don’t have to live on your social media pages, you do need to address your customers in a timely manner. Above all, be responsive. It makes your business look good. And looking good equals more business.

Tool 3: Mobile advertising

Mobile’s growth is nothing short of explosive, and mobile advertising is changing the game. As more people increase their mobile use, the role of mobile advertising has taken on a tremendous level of importance. In the coming years, hundreds of millions of people in developing nations will get their first smartphones. Is your business ready?

What’s that mean exactly? First, your site must load quickly on mobile devices. Make sure to optimize images and minimize code so your future customers don’t X out of your site during a slow load time. Avoid Flash, and make sure your clickable buttons are the right size for a finger. It’s also a good idea to optimize your website for local search—that means including your city and state in the metadata—and don’t forget to make your address and phone numbers text-based so users can click ‘em.

Tool 4: Blogging

Blogging can do wonders for local search optimization. If you have a limited budget, forget about attempting to grab the top keywords in your industry, and instead focus on local search results. In this way, you can attract local customers and keep one step ahead of the competition.

Combine local search engine optimized blogs with discounts, deals, loyalty reward programs, referral programs and other incentives, and you will start to see the results.

Not interested in blogging yourself? Take advantage of the huge pool of bloggers who already have a dedicated group of followers. Reach out to blogging influencers and offer sponsorship, or simply ask them to recommend your product. Let’s compare two scenarios:

1. You post one blog a week for a month; they get 10 likes on Facebook collectively 2. An influential blogger with 50,000 fans supports your product or service Which one do you think will have a bigger impact on your bottom-line?

Creative advertising: step up your marketing tools and techniques

Creativity is the once and future foundation of effective advertising techniques. But 21st- century creative advertising is very different than it was in the second half of the 20th century.

Avi Dan, a successful brand manager for many iconic brands, and now a consultant, says we’re living in a “post-advertising age.” He’s right, in many ways.

Let’s get to the heart of the revolution that is turning advertising into science and how creativity will come to rule the day once again.

Advertising as a science

Data, lots of data, big data—it drives advertising today, and its influence will only grow. Alexandra Levit claims, “As fast as technological innovation has multiplied and spread in recent years, it is poised to change and grow at an exponential speed beyond the power of human intuition to anticipate.” A wealth of information is being gathered about consumers’ demographics, online browsing and shopping habits, preferred social media and even their favorite colors.

Clark Howard says, “Tech giants like Amazon, eBay, Facebook, and Google can all track users across devices. [Currently] 6 percent of all marketers can reliably track consumers across devices, according to the research firm eMarketer. But more will get that capability as technology advances. Smartphones are a gold mine for people looking to track you, dissect who you are and sell to you.”

Is it starting to feel like former Fox Business News contributor Charles Payne might have been right when he said, "At one point, Amazon will send things to your house that you didn't order, but when you get it, you'll keep it because they knew you wanted it"? Even if we’re not there yet, the forces that could make that a reality is now leading the industry.

General advertising is targeted and aggressively pervasive despite the ability of consumers to turn it off. In fact, since consumers do have tools like AdBlock Plus, Privacy Badger, and Disconnect to prevent tracking your online activities, marketers attempt to throw as many ads as possible at you across as many channels as they can in hopes that a few will get through. Websites that rely on ad revenue are refusing to show content to users that won’t whitelist their sites. In Forbes, one of the “whitelist us or else” sites, ad agency McKee Wallwork + Company partner Jonathan David Lewis recently summed it up aptly, “The modern consumer is overwhelmed by the sheer amount of media noise while simultaneously more empowered than ever to tune it out. But instead of seeking new relevance, the advertising industry has responded by trying to get better at spamming consumers.”

That’s what advertising has become in an age of 300 TV channels and innumerable other ways to reach consumers. Track a consumer to find out what they’re looking at, then get an ad in front of them precisely customized to their metrics, and do it at a ridiculously low cost. Lewis explains the demand to cover all advertising channels with content made “faster and cheaper” and uses Henry Ford’s development of the assembly line in automobile manufacturing for an analogy. “The only way to make a lot of content both faster and cheaper is to be extremely efficient. Thus, creative quality goes down and quantity goes up. Add in growing access to ‘good enough’ freelance communities, dashboard design tools like Squarespace, and the coming artificial intelligence revolution, and you have the dawn of assembly line advertising,” he says.

A great line from “The Hucksters” a 1947 classic film about advertising suggested the best way to sell a product was to “irritate, irritate, irritate,” until consumers were psychologically cowed into buying the product.

The strategy used to sell Ivory soap on soap operas and through print ads 70 years ago now haunts web pages and social media pages where ads appear for products we were just looking at somewhere else.

There’s no use decrying this reality, nor, perhaps should it be knocked. Regardless, it is the current state. Google AdWords and Facebook Ads Manager are the tools of the trade that are threatening the existing of the traditional ad agency. Metrics like impressions, click-through rate, completion rate, time spent viewing, and effective cost per mille are driving strategy.

With the demise of traditional creativity, advertising professionals must understand what being creative must mean to thrive in this reality.

What creativity once meant

The late Bill Bernbach, one of the founders of Doyle Dane Bernbach (DDB), was an advertising maverick and is now a legendary figure in the industry. His ads for Volkswagen’s introduction into the American market, Alka-Seltzer, and Ohrbach’s thrift department store brought huge results for the clients because they told compelling stories readers and viewers could relate to. He was a master when creativity in advertising meant what it used to mean.

Bernbach famously told his team and anyone who would listen, “I warn you against believing advertising is a science.” This was long before the age of big data, but it is naïve to think ad execs weren’t busy crunching any numbers they could get their hands on about readership and viewership in determining advertising and marketing strategy.

Bernbach saw the potential for the "scientification" of advertising in his day, and his foundational message that advertising demands artful creativity is being lost in the takeover by data analytics as the basis for determining advertising strategy.

Seth Godin’s oft-quoted line comes to mind. He said, “People do not buy goods and services. They buy relations, stories, and magic.” The industry once balanced the magic of creative advertising with the logic of successful marketing strategy. The magic is shrinking, lost in the push for “faster and cheaper.” However, creativity is an asset that will never lose its power. Lewis calls it, “preeminent competitive advantages in business.” The creative among us will reach the front of the pack when the creativity is properly channeled. Being effectively creative in the 21st century means putting those talents to work on the logic side of the equation.

Creativity’s new role and how to use it

Creativity is a powerful asset. That’s worth repeating, and its truth must be embraced. But here is the difference between successful advertising companies and professionals: The most effective use of creativity today isn’t in content development with its “faster, cheaper” mantra. It’s in elevating creativity to allow it to influence our entire approach to advertising, including the business opportunities we pursue.

Here are four principles for success with creative ads in the “post-advertising world”:

Find a niche, meet the need

Product development has always been about finding or creating a need and filling it. Now, ad agencies are structuring their entire business plan around the oldest marketing principle there is.

For example:

• McKee, Wallwork + Company is having success focusing its efforts on turning around brands that are “stalled, stuck and stale” without trying to be all things to all potential clients. • Broadhead is filling a niche by providing sound marketing and advertising strategies to rurally focused companies in agriculture, fertilizer, and farm veterinary service niches. • Immersion Active boasts its track record of reaching the 50+ boomer and elderly market while Fuse Marketing is a leader in marketing to youth and millennials.

The term "unique selling proposition," or USP, is defined as, “one that highlights the benefits which make [what you offer] better than, or at least effectively different to, its competitors.”

What's your USP? How will you bring that to bear in an advertising world where every agency defines itself as “outside the box, thought leaders, disruptive” and other hackneyed terms?

Find a problem and solve it

Henry Ford wasn’t the first automobile manufacturer, but he was the first to find a way to solve the cost problem. His assembly line allowed Ford to make cars faster and cheaper, so most working families could afford one. Victor & Spoils solved the “faster, cheaper” demand in the advertising world by becoming the first agency to completely crowdsource creative. It started when the company posted a brief to its crowd of 7,200 creative types and used the input to win the Harley Davidson account.

Remember the goal is to sell stuff Advertising exists to produce sales. Traditionally, this meant helping a client sell more stuff. Now it can mean becoming the developer of your own products. Advertising pros are full of creative advertising ideas that make others’ millions of dollars. Why not make your own pile of cash?

Anomaly created Eos lip balm and pushed the brand to be the No. 1 selling lip balm in the U.S. in 2013, beating out market leader ChapStick, while also co-creating and financially backing a cooking show on PBS called Avec Eric with chef Eric Ripert of four-star Le Bernardin restaurant.

New York-based agency Droga5 launched a software development studio DE-DE, and its first product, Thunderclap, took home a Lion at the Cannes Lions International Festival of Creativity.

Montreal’s Sid Lee agency launched an architectural firm after being the go-to agency for others, and just announced its Insoapropriate “line of inappropriate soap” products like Stellar Vision glycerin soap globes and Crystalline Hearing cone-shaped soaps.

Think less about products and more about problems

How familiar are you with your customers’ problems? Can you help them find a solution? If you do, it will likely be transferable to other industries, and you will have hit on something uniquely beneficial and profitable. In this way, you’ll be less focused on selling what they have and helping them produce something better.

Now that you’ve got the fundamentals of creative advertising under your belt, let’s look at two modern, effective advertising techniques that will take your small business advertising up a notch: ad retargeting and native advertising.

Ad retargeting: The secret weapon of the smartest marketers

Let’s start off with a basic definition of retargeting. Retargeting is a process that allows you to display your ads to people that have visited your website or product page in the past.

For example, you go to Amazon and look at a pair of shoes or a set of golf clubs and then leave. You then go browsing around the internet and you see those same shoes or golf clubs on ads inside Facebook, on cnn.com, or other websites you visit. This is Amazon retargeting you for the product you looked at.

Why should you care about retargeting?

People usually do not buy on the first visit to your site. Studies have shown that it can take as many as 12 interactions with your brand for someone to buy, especially if the price of the product is high. Retargeting gives you the ability to get extra brand “touches” with your prospective buyer and give them an opportunity to take action on your site.

Here are some other compelling reasons to use retargeting: 1. Retargeting gets better click-through rates and conversion percentages. 2. People need several touch points prior to purchasing decisions. 3. Retargeting technology gives you the ability to include and exclude groups of people from ads for better ad management. 4. It also gives you the ability to focus your advertising budget on a specific product or service. 5. Retargeting is less expensive than other pay-per-click advertising. Legality of Advertisement The following type of advertisements are considered as illegal/immoral and prohibited by the law − • False or Misleading Information − Any ad must not contain any sort of claim, which is false, deceptive, or ambiguous to public. It includes false promises, partial truth, exaggerated commitment, false price, etc. It is important to know that such kind of content is not limited only to verbal or written claim, but rather it is also applicable to images, video, and other sort of demonstration. • Inaccurate Testimonials − When a person gives his opinion or talks about his experiences regarding any product/service, he must not give fake information. Law discourages false and deceptive testimonials. • Provoking Statements − Any sort of statement, insulting phrase, immoral comparisons, etc. is prohibited. Insulting phrase includes any sort of disrespectful comment regarding a race, nationality, profession, cast, sex, social background, age, religion, language, etc. • Offensive Materials − All material used in an ad such as verbal and textual communication, audio, video, and images must be decent for the general public. Any material used in an ad, which is offensive, obscene, or indecent to the common people is outlawed as per the Standards of Practice. Consequences of Broadcasting Unscrupulous Ad If someone violates the code of conduct and disseminates unscrupulous ad by any means shall be liable to damages caused by the immoral or unlawful ad. He may be punished and ordered to pay − • A compensation amount (fixed by the court of law) equal to the harm done by him to the wealth, health, or life of a person or to any other legal entity. • A compensation for moral damage. • A compensation for all sort of losses.

Know the Differences & Comparisons marketing vs advertising

No one can deny the fact that the survival of business, mainly depends on its customers. And so the concern should plan its marketing strategies in such a way that it can turn shoppers into buyers. While marketing refers to a process of promoting or selling products and services with the help of tools like marketing research and advertising.

There are many who think marketing is equal to advertising, but the thing is that marketing is a discipline, while advertising is just a branch of it. Advertising is a paid form of communication for the people, which aims at imparting information, create needs and instigate action, that is beneficial to the sponser of the advertisement.

There are a number of ways in which these two terms differ from one another, which are discussed in this article. So, come let’s take a look at the difference between marketing and advertising.

Meaning

The activity of understanding the market conditions in order to identify the customer needs and creating such a product that it sells itself. Advertising is a part of market communication process which is done with the aim of seeking attention of the public towards a particular stuff.

Aspect ,Product, Price, Place, People, Promotion, Process. Promotion

Term Long term, Short Term

Scope Market Research, Promotion, Advertisement, Distribution, Sales, Public Relations, Customer Satisfaction. Radio, Television, Newspaper, Magazines, Hoardings, Social Media, Sponsorships, Posters.

Importance More and more sales Creates Awareness

Definition of Marketing

Marketing is a long-term business activity, which starts right from the market research to customer satisfaction. Marketing is a pivotal activity which is not all about promoting the product, but it is meant to understand the market conditions, identify customer needs, designing a product as per the requirement, selecting the best media for promoting the product, advertising it through various channels, determination of price, distribution & selling the product, creating public relations, providing after sales service in order to satisfy the customers.In a nutshell, Marketing is a promotional process of bringing the right product to the right marketplace for the right people at the right price.Marketing is how effectively you explain the value of your product or service to influence the customers in such a way that they ultimately buy it.

Definition of Advertising

Advertising is a part of the marketing process and the most expensive one. It is a monologue activity done with the aim of persuading more and more people towards the product or service. It is a technique through which one message can reach a large number of people within seconds. Therefore, the company uses this way to promote their product or service to grab consumer attention.Advertising can be done through various channels like ads on radio, television, website, newspapers, magazines, journals, hoardings, banners, social media, sponsorships, posters, banners, neon signs, etc.Advertising can be done for promoting a product or service or providing some relevant information or opinions or public notices. It creates awareness among people on various products, i.e. people can easily identify what to eat, wear, use, etc. They can also classify easily between true and false (misleading) advertisements.

Key Differences Between Marketing and Advertising

The difference between marketing and advertising is given as follows.Advertising is marketing, but Marketing is not advertising.

The product, Price, Promotion, Place, People, Process are the six major aspects of Marketing. Promotion is the major aspect of Advertising.Marketing is done with the intent of increasing sales while Advertising is done with the objective of inducing customers.Marketing focuses on creating a market for the product, and building reputation whereas advertising focuses on seeking public attention.Marketing is a long-term process. On the other hand, advertising is a short term process.

Similarities

Major objective is to increase sales.

Promotion of the product.

Explaining the value of product or service to target customers.

Conclusion

In the business context, marketing and advertising are very big terms which are used many – many times. So understanding the difference between the two is vital. After reading this article excerpt, if you still have some doubts then you can understand it by an example that – marketing is to pull the customers, whereas advertising is to attract them.