Traditional folk media

- The word has been derived from a German word “yolks” which means “people”.
- It is a term used to denote people performances.
- This term refers to the performing arts which can be described as the cultural symbols of the
people.
- Originated as consequences of people need to express themselves.
- It operates as a powerful medium to influence the thoughts and attitude of the masses.
- It also brings about change in the society.
- It forms the language of expression of local people and also gives a chance to voice out these
opinions on various issues.
- Excellent tool to enhance communication and promote dialogues at the grass root level.
- It is a mix of traditional folk music, dance and tales that helps people to communicate
messages in an effective manner.
- It gives a glimpse of the style of speech, music, dance, dress and wisdom.
- In order to understand the colorful diversity and unity of India.
- It is important to see the folk theatre in its natural settings.
- Traditional folk media have been increasingly recognized as viable tools to impart
development messages, both as live performances and also in a form integrated with
electronic mass media.
- It is used for moral, religious and socio-political purposes.

CHARACTERISTICS

- Sustained on slaught of time

- Spontaneous
- Flexible
- Cost effective, hence has enhanced repeatablitlity
- Immediate feedback and increased attentiveness
- Performed in a common language
- Direct and personal
- Mass appeal
- Operates with materials available locally
- Does not require formal training
- Participation by all

NEW MEDIA

- Can be defined as interactive forms of communication that uses the internet, including
podcast, blogs, social networks and all other computer aided communication formats
available online.
- Novel (new) forms of technology have enabled different types of communication to come
into daily use.
- New media is a much more interactive form of communication as per JENKINS (2009)
“People communicate, engage and interact with the media as active audiences, customize it
and produce their own content”
- New media allows users more ease and freedom over how they browse different sources of
information.
- It has also led to cultural globalization which has enabled collective intelligence and a virtual
environment.
 According to James Curran and Jean Seaton, 2 perspectives dominate the debate about new
media-

1. THE NEOPHILIAN PERSPECTIVE

- Access to information- internet makes it simple and easy to access a wide range of
information on practically every topic. People can find information online regardless of their
location.
- New networks and connections- The global internet makes it easier for individuals to make
connections. Social media in particular is an easier way of staging in contract with people.
- The E-Commerce revolution- Online shopping has become increasingly popular. Internet
gives small business a platform to operate on that they might not otherwise have.
- The Revitalizing of democracy- The internet has a source of political education and
information. This can encourage citizens to play an active role in democratic societies and
can make politicians more accountable to the public.

2. THE CULTURAL PESSIMIST PERSPECTIVE

(Followers of this perspective believe that the media technologies have been exaggerated by the
neophiliacs. There are number of strands to the cultural pessimist arguments)

- Newness and interactivity- James Curran and Kevin Robbins argue that new media is not
actually that new and that media today has both old and new elements. They further
proposed that the interactive aspect is also not new since feedback is also available in
traditional forms.
- Commercialization and surveillance- The commercialization of internet has caused
considerable privacy concerns. Many companies by selling their customer data by engaging
in consumer surveillance.
- Declining quality of media- Increased variety of media delivery system particularly digital TV
has led to a decline in the standards of media produced.
- Lack of regulation- Internet is not fully regulated by government due to which all views,
opinions and content can freely expressed and accused on the internet which can lead to
potentially harmful content.

Mass Communication

- It is the process of delivering information, ideas and attitudes to a sizeable and diversified
audience through the use of media developed for that purpose.
- In this, communicator addresses thousands of different personalities at the same time.
- It is defined as any mechanical device that multiplies message and takes it to a large number
of people simultaneously.
- The sender of the information doesn’t know the individual members of the audience.
- The sender and the receivers are physically separated from each other and share no physical
proximity.
- Symbolic form are produced in one context and transmitted to recipients in distant and
diverse settings.
- It is a process through which a message is extensively circulated among the people who are
far away from the source
-