The word 'media ' is derived from the word medium, which means carrier or method.

The mass media or media plays a vital role when it comes to getting a message across to the
public. Because media is such an important part of society, no community can exist without it.
Individuals rely on the media for the most basic needs, such as information. This information is
sometimes deemed harmful and shocking, while other times it is considered normal. The
messages that are taken from the media are based off of one’s own faith and knowledge, in
accordance to the reinforcement theory (Jetter, 2017).

Print Media- Advertising and the media won't be the same without the printed word.
Print media is a type of mass communication in which the industry distributes printed materials
such as newspapers, magazines, books, and brochures.

i) Newspapers- Newspapers are the most important form of print media. A newspaper is
a publication that contains news and other informative articles. They are generally
delivered to your doorstep, available at newsstands, and is able to reach a huge mass
of audience in a very inexpensive way.
ii) Brochure- A brochure is an informative paper document, it is also used for
advertising, that can be folded into a template, pamphlet, or leaflet. Despite the
growing popularity of internet marketing endeavors, brochures remain an important
aspect of traditional printed marketing assets. A well-designed brochure is a valuable
collecting object, not only because of its eye-catching visual effects, but also because
of the wealth of product-specific information it contains.

Broadcast Media- The word "broadcasting media" refers to a variety of different forms
of communication, such as television and radio. Broadcast media comprises audio and motion
for television and sends images and sounds electronically, engaging more senses than reading.

i) Radio- Radio is widely used mass communication medium and has a great
potentiality in dissemination of information as radio signals cover almost entire
population. Radio appeals to a wide audience since it is a convenient type of
entertainment.
 ii) Televisions- The Television is an important and most critical part of our lives. It
keeps us connected to the world out of our sight. The Television plays a vital role in
our personal and public lives.

Digital Media- Any media that is contained in a machine and may be read is referred to
as digital media. Print media and digital media are frequently compared. Anyone can make
digital media, and anyone with a computer can access, share, alter, and preserve it. Mobile
phones, software, compact discs, digital video, digital television, e-books, blogs, video games,
and a variety of interactive media are all examples of digital media.

i) E-books- are books that can be played on personal devices such as phones, laptops
and e-book readers.
ii) Blogs- Blogging and building websites was one of the first ways the internet was used
to revolutionize media production and consumption. We consider the ability to create
your own blogs and disseminate your own information to the world to be one of the
greatest advantages of digital media.

The media is a crucial pillar of society. It has both beneficial and harmful societal effects.
We can never ignore the role, power, importance, benefits, and drawbacks of media in every
aspect of our lives. We live in a civilization that relies on knowledge to keep things moving
forward. The media is an important part of society. It has both positive and negative societal
consequences. The role, power, importance, benefits, and drawbacks of media in every part of
our life must never be overlooked. To keep things moving ahead, we live in a civilization that
relies on information.

Cultural imperialism theory was debated in international communication theory and

research. That media messages emerging from the United States have a significant impact on
audiences all around the world. Countries in the Western industrialized world. Although there
are some slight distinctions between the two, "the media imperialism”,“Cultural imperialism"
and are two terms used to describe the same thing "The majority of international communication
literature considers the former to be a subset of the latter. Based on a cultural knowledge of
media. Cultural imperialism is deeply entrenched in a political-economic view of the world.
International communication is important. Political economy is a school of philosophy that
focuses on material issues. Capital, infrastructure, and political control are all important
determinants of international trade. Effects and processes of communication.

Despite the criticism from critics, legacy news media is now seen as the last bastion of
truth, necessitating a stronger requirement for journalistic accountability in the post-factual era.
Similarly, existing studies consider media criticism of traditional journalism as a strong
mechanism of journalistic accountability, particularly critiques on social media today (Fengler et
al. 2014). Critics raise legitimate journalistic issues (Cooper, 2006) and their criticisms
potentially have the effect of holding news professionals in check when it comes to fidelity to
journalistic norms and values (Joseph 2011; Marzolf 1991; Pole, Gulyás, and Rehkopf 2012;
Powell and Jempson 2014).