In the increasingly globalized world, communication methods have been playing a key role. Communication mediums not only have evolved differently and radically because of the globalization, but have also influenced and impacted globalization in many ways. Electronic communication media, otherwise known as mass media or news media (Janssen, n.d), has been one of the key communication media that has strategically impacted the global world, culture and masses. Therefore, in this paper, we understand what communication media is, its types and taking one particular type, i.e., electronic communication media as a case study, we would analyze how it has impacted the lives of masses and global world. Our analysis tells us that electronic communication media is very influential and has constructive and destructive impacts on the society and masses.
Communication media is defined as a tool for sending and receiving information . Communication media is so crucial and important that Lengel and Daft argue that a change in this media can even change the effectiveness of the message. This is so because different media have different accuracy and precision in conveying the words, gestures, body language, motivations and so on. Thus, the perceived interpretation by the receivers of the message does get affected by the communication media. So, the selection of proper media and then its proper use for conveying an information or message effectively is a skill that ought to be acquired by people dealing with communication media. There are many different types of communication media. However, in specific understanding of it, which is of mass media or news media, we may divide it into two categories; print media and electronic media. In terms of electronic communication media, the information is transmitted using electronic tools like television, internet and social media.
Electronic communication media has impacted the global living, society and individuals in positive as well as negative ways. On the positive side, it has spread awareness among masses, an outcome of which has been in the form of democracy and freedom of people and nations. Kumar argues that from 1980s onward mass media, especially television has been seen as a means for promoting freedom and democratic values by promoting accountability. What happens is media spreads awareness among masses, and they start knowing their rights and demanding accountability. This leads to abiding by rules and even making legislations better and more humane. Hence, it gives people freedom and the nations become democratic. However, on the negative side of the electronic communication media, we analyze that lack of responsible behavior by media leads to promotion of negative and counter-productive agendas. For instance, Brown argue that media promotes a certain type of sexual behavior and relationship styles, which has been impacting the society at large. He argues that media promotes specific sexual norms and relationship behaviors, which, arguably, have been destructive and a hurdle in the path of the betterment of the society. In short, electronic media’s communication is very effective and influential in both positive and negative ways.
To conclude, it has been analyzed that communication media is about delivering information. Moreover, the electronic communication as a medium for spreading information has been very effective as well as influential. Its impact has been great on the masses and global world as well. However, its negative impacts are the ones that are not making the society any better, rather even worse. Therefore, measures need to be taken to either regulate the media or promote ethical and responsible behavior among electronic communication media owners and personnel.
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