UNIT 1
BASICS OF MEDIA PSYCHOLOGY
Media refers to the various means of communication used to deliver information,
news, entertainment, and advertising to a large audience. It includes traditional
forms such as newspapers, television, and radio, as well as digital platforms like
websites, social media, and streaming services.
● Media are the institutions and processes involved in the production and
dissemination of content to large and diverse audiences through different
channels of communication." (McQuail, 2010)’
● Media to two broad aspects of civilisation—technology and culture
● These two aspects are common to all human societies throughout time and
space.
● an information medium in which cultural material is communicated
electronically to a defined audience; however, its other communicative
functions are purely social (e-mail, and outlets such as chat rooms).
CHARACTERISTICS OF MEDIA
“Mass media are characterized by their ability to reach large, heterogeneous
audiences, the use of technical devices for dissemination, and their role in public
communication and culture.” (McQuail, 2010).
1. Mass Communication
● Media is designed to communicate with large, diverse audiences
simultaneously.
● It enables the distribution of information on a wide scale.
2. One-to-Many Communication
● Typically follows a one-way communication model from sender (media
producer) to receiver (audience).
● Exceptions include digital and social media, which allow interactivity.
3. Content is Public
● Media content is intended for public consumption and is usually accessible
to many people at once.
4. Use of Technology
● Media relies on technological tools for production, storage, and
1
, dissemination of content (e.g., printing presses, broadcast towers, internet
platforms).
5. Time and Space Separation
● Media overcomes geographical barriers and allows communication across
time zones and distances.
6. Professional Gatekeeping
● Traditional media content is curated and edited by professionals (journalists,
editors, producers) before publication or broadcast.
7. Agenda-Setting and Influence
● Media shapes public perception and influences public opinion by selecting
and framing issues (agenda-setting theory).
TYPES OF MEDIA
Media can be broadly categorized into several types based on the method of
communication and content delivery. The main types include:
1.Print Media
● Includes newspapers, magazines, journals, books, and pamphlets.
● It is one of the oldest forms of mass communication.
2. Broadcast Media
● Includes radio and television.
● Reaches a wide audience through audio (radio) or audiovisual (TV) content.
3. Digital (or New) Media
● Refers to content distributed via the internet and digital platforms.
● Includes websites, social media, blogs, podcasts, online news portals, and
streaming services.
4. Outdoor (or Out-of-Home) Media
● Includes billboards, posters, transit advertising (buses, trains), and public
displays.
● Mainly used for advertising and public service announcements.
5. Social Media (often considered a subset of digital media)
● Platforms where users create and share content or engage in social
networking.
Media psychology focuses on the psychology behind media and technology
2
BASICS OF MEDIA PSYCHOLOGY
Media refers to the various means of communication used to deliver information,
news, entertainment, and advertising to a large audience. It includes traditional
forms such as newspapers, television, and radio, as well as digital platforms like
websites, social media, and streaming services.
● Media are the institutions and processes involved in the production and
dissemination of content to large and diverse audiences through different
channels of communication." (McQuail, 2010)’
● Media to two broad aspects of civilisation—technology and culture
● These two aspects are common to all human societies throughout time and
space.
● an information medium in which cultural material is communicated
electronically to a defined audience; however, its other communicative
functions are purely social (e-mail, and outlets such as chat rooms).
CHARACTERISTICS OF MEDIA
“Mass media are characterized by their ability to reach large, heterogeneous
audiences, the use of technical devices for dissemination, and their role in public
communication and culture.” (McQuail, 2010).
1. Mass Communication
● Media is designed to communicate with large, diverse audiences
simultaneously.
● It enables the distribution of information on a wide scale.
2. One-to-Many Communication
● Typically follows a one-way communication model from sender (media
producer) to receiver (audience).
● Exceptions include digital and social media, which allow interactivity.
3. Content is Public
● Media content is intended for public consumption and is usually accessible
to many people at once.
4. Use of Technology
● Media relies on technological tools for production, storage, and
1
, dissemination of content (e.g., printing presses, broadcast towers, internet
platforms).
5. Time and Space Separation
● Media overcomes geographical barriers and allows communication across
time zones and distances.
6. Professional Gatekeeping
● Traditional media content is curated and edited by professionals (journalists,
editors, producers) before publication or broadcast.
7. Agenda-Setting and Influence
● Media shapes public perception and influences public opinion by selecting
and framing issues (agenda-setting theory).
TYPES OF MEDIA
Media can be broadly categorized into several types based on the method of
communication and content delivery. The main types include:
1.Print Media
● Includes newspapers, magazines, journals, books, and pamphlets.
● It is one of the oldest forms of mass communication.
2. Broadcast Media
● Includes radio and television.
● Reaches a wide audience through audio (radio) or audiovisual (TV) content.
3. Digital (or New) Media
● Refers to content distributed via the internet and digital platforms.
● Includes websites, social media, blogs, podcasts, online news portals, and
streaming services.
4. Outdoor (or Out-of-Home) Media
● Includes billboards, posters, transit advertising (buses, trains), and public
displays.
● Mainly used for advertising and public service announcements.
5. Social Media (often considered a subset of digital media)
● Platforms where users create and share content or engage in social
networking.
Media psychology focuses on the psychology behind media and technology
2
