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meDia anD TechnoloGy

Technology and spread of a particular media are interrelated. Let us go back to days when
print technology was discovered and became popular. Newspapers came into existence after
the discovery of print technology. Over the period the print technology has witnessed much
advancement. This had led to better quality of visuals and faster output of newspapers.

Changing technologies or machines and making technology more modern, helps media to
reach more people. It also improves the quality of sound and the images that you see. It
also changes the ways in which we think about our lives. For example― today it is quite
difficult for us to think of our lives without television. Television has enabled us to think
of ourselves as members of a large global world. Television images travel huge distances
through satellites and cables. This allows us to view news and entertainment channels
from other parts of the world. We can now be sitting in Chennai or Jammu and can see
images of a storm that has hit the coast of Florida in the United States.
meDia anD money

Every function in the media requires the use of expensive equipments. These equipments need
a lot of money. For example― setting a printing press for newspaper requires huge investment.
Similarly, setting up a TV channel requires huge investment. Running a website also requires
huge investment. Since investments are made so media houses have to make profit as well.
The money comes from subscribes but the money from subscribers cannot make a media house
profitable. They need money from advertisements to become profitable.
Mass media is constantly thinking of ways to make money one way in which the mass
media earns money is by advertising different things like cars, clothes, chocolates, mobile
phones, etc. You must have noticed the number of advertisements that you have to see
while watching your favourite television show.

meDia eThics anD accounTabiliTy

The main aim of the media is to provide people information on the various issues of public

interest. Such information is necessary for good governance. Media provides the link between
the people and the government. So, the media should follow the following code of ethics.

1. human Dignity

Human dignity, freedom and carnality must be the values of media. The media should
maintain the dignity of every human being. It should also respect people’s privacy.

2. intErEsts oF thE nation

The media should protect the interests of the nation or society. They should be very cautios
while presenting the news that may threaten the security or unity of the nation.

3. balancED inFormation

The media should provide information in an unbiased manner. That is, information should
be balanced. A balanced report is one that discusses all points of view of a particular story
and then keeps it to the readers to make up their minds.

Social Studies
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126 Social Studies-7-7