UNIT 18 MEDIA PERSONS

Structure
18.0 Objectives
18.1 Introduction
18.2 Mass Media
13.2.1 Functions, Scope and Expanding Dimensions

18.3 Components of Mass Media

18.3.1 Print Media
18.3.2 Radio Broadcasting
18.3.3 Television
18.3.4 Audio-Visual Media
.
,
18.3.5 Motion Films

. 18.4 Advertisements
. 18.5 Public Relations
'. 18.6 Information Communication Technologies (lCTs) and Mass Media
18.7 Media Persons as Sources ofInformation
18.8 Reference and Referral Tools in Mass Media
18.9 SUl11l1lalY

18.10 Answers to Self Check Exercises

18.11 Keywords
18.12 References and Further Reading

18.0 OBJECTIVES
After reading this Unit, you will be able to:
• comprehend mass media and its components;
• get an insight into the functions and activities of the components of mass media;
• grasp the scope and functions of newspapers, broadcasting, television;
• recognise and identify the professionals involved in mass media;
• appreciate the value of mass media persons as sources of information;
• perceive the impact ofICT on mass media; and
• get acquainted with the reference and referral tools in mass media.

18.1 'INTRODUCTION
ID this Block, you have been exposed to six different categories of persons who could
be valuable sources of information. In this Unit, let us look at media persons as sources
of information.
Mass Media, also known as mass communication is a powerful instrument for shaping
504 public opinion and public policy. They purvey almost every natural phenomenon and
. . >~
 1
current human events and activity. Persons functioning in mass media are invaluable Media Persons
sources of information. Their knowledge, practical skills and experience never get fully
recorded and, therefore, not available for others to make use of and utilise when required.
Therefore, they themselves are sources of information, worthy to be taped, for getting
information on mass media and related activities.

Library and information professionals are interested in mass media persons not only as
invaluablesources of information but for their own activities of marketing information
products and services. As information products and services are becoming more and
more commercial, we need to apply ideas and expertise, methods and techniques from
mass media persons to market and sell our own products and services.

In this Unit, we will try to get some exposure to mass media, its components, their
functions, scope, dimensions, etc. We will all also study the functions of major mass
media components such as newspapers, broadcasting, television which are inexorably
intertwined with Advertisements and Public Relations. The converging computer,
communication, multimedia and digital technologies combined with Internet and web
have given mass media unlimited scope to for expansion and innovations in presenting
a variety of information and transmit them anywhere in the world.

We will try to understand the value of media persons as sources of information, studying
their different skills, expertise and experience, which form invaluable sources of
information. We.will also discuss in what manner they could be used in marketing and
selling information products and services.

18.2 MASS MEDIA

Mass media is virtually a current awareness service informing people about current
events and activities ofhuman beings and also about every significant natural phenomenon
and such others of public interest. It encompasses almost every conceivable subject
and the focus is on a wide audience, irrespective of their background and knowledge.
Scholars, laypersons, professionals, scientists, artists, musicians, in fact, every group
of persons get something of their interest provided by mass media. Its influence is
profound on human life.

Mass media today is regarded as the Fourth Estate that shapes, influences and indirectly
governs public affairs in a democratic set-up. Although the media does not have any
constitutional authority to control the affairs of a state, it is a powerful instrument for
moulding public opinion on any issue of importance in democratic governance and
contributes ve.rysignificantly in arriving at an acceptable public policy.

Media here refer not only to the physical modes of communication through which
information is transmitted but also refer to the varied channels such as print as well as
the non-print, through which news and information are disseminated to the users.

Mass media comprise predominantly:

.• The print media, primarily daily newspapers, popular periodicals and such others; .

• Radio Broadcasting;

• Television;

• Audio-visuals, CD, DVP, etc.; and

• Motion Films.
505
r
Information Intermediaries Advertisement and Public Relations have become an integral part of mass media today
as Sources of Information
as they are so intimately connected, without which mass media would not be able to
function.

Let us look at the functions, scope and the'expanding dimensions of mass media in the
next sub-section.

Self Check Exercises

1) How do you consider mass media as a current awareness service?

2) What are the components of mass media?

Note: 0 Write your answers in the space given below.

iI) Check your answers with the answers given at the end ofthe Unit.

.
,

18.2.1 Functions, Scope and Expanding Dimensions

The functions of mass media are to inform, influence, mould or shape, instruct, entertain .
and sell information to large audiences. The large audience constitutes children, students,
youngsters, adults, old persons, laypersons, scholars, specialists, and professionals, in
fact, every conceivable group. Ail programmes are conceived, designed and developed
to be relevant to groups of different categories. Depending upon the nature ofthe
programmes, the functions, as mentioned above, are executed to achieve these
objectives.

The subject of the programmes is also very wide as. to include everything of interest to
the audiences, such as news on current events and activities, art and music, language
and literature, science and technology, business and industry, education and training,
management, history and geography, travels and tourism, transport and communication,
computers and telecommunications and so forth.

In presenting programmes on any of these subjects, the designers and developers,

have a variety of physical media to choose from.

All elements of mass media require high-level intellectual inputs. Nonetheless, with
the spectacular advances ofInformation and Communication Technologies (lCTs)
combined with multimedia, increased emphasis is bestowed on the physical medium
as an important element, as this medium is perceived to be the key component of
the effectiveness of transmitting the message. -

In this context, it is appropriate to recall the slogan, 'Medium is the Message'

coined by Marshall McLuhan. This implies tha~the carrier of the communication, in
whatever physical form -human voice, image or text=-digitised - influences the
message, the sender, the audience and the effects of mass media, far more significantly
than it has ever been possible. This is more than true with the advances in multimedia
506 technology.
 1
Today mass media are no more simple physical transmitters of information, but a Media Persons
complex, integrated, intermixed and interactive system that has resulted in the seamless
integration of data, text, images and sound within a single digital information
environment, enabled by multimedia technology.

The channels that carry information, therefore, are also expanding and increasingly
interdisciplinary and interactive with the physical media, providing a new dimension
in mass communication,

Yet the quality of information contents which is communicated in terms of reliability,

authenticity, user friendly presentation, etc. are of primary importance and will ensure
the effectiveness of the message reaching its consumers, despite the best medium
chosen.

Self Check Exercise

3) What are the functions of mass media?

Note: 0 Wnte your answer in the space given below.

n) Check your answer with the answers given at the end of the Unit.

18.3 COMPONENTS OF MASS MEDIA

We shallnow study the major components of mass media with reference to their functions,
products, experts and specialists involved, technology used, etc. Despite being
tautological, we repeat that the focus of this Unit is to identify mass media persons
and highlight on their personal expertise and experience, as worthwhile sources of
information. The context in which these experts function, the reference value of their
expertise, their accessibility and use and utilisation, etc. are important aspects that are
to be explored. However, it is only with a proper understanding and appreciation of the
ramifications of mass media, we can identify the media persons and value them as
sources of information.

18.3.1 Print Media

The main function of the print media, particularly the daily newspapers are to inform,
influence, and shape public opinions on every major issue of public importance.
Among the print media that channels mass communication, the daily newspaper occupies
the central position. Daily newspapers are published in different editions. Some of the .
top newspaper agencies publish their dailies from different cities to focus on regional
news, events and activities. Sunday editions carry weekly magazines, special
advertisements, and other supplements. Everyday the dailies publish one or more
supplements on specific topics such, as education and training, business and economics, 507
Information Intermediaries industry and trade, sports and games, arts and music. Keen competition exists among
as Sources of Information
the newspaper agencies to expand their market.
In India daily newspapers are published in almost all regional languages, some of which
have very wide circulation.

Generally the daily newspapers carry news, commentaries and analysis on political! .
economic/social topics, on current events, personalities, and feature articles on different
subjects of public interest, general information on weather, local programmes and
activities, business information, share market data and news and many other types of
information. Editorials on current specific topics are a daily feature except the Sunday
editions, which have a very special value as they may express dispassionate views on
important issues of public importance.

Advertisements occupy a major share of space in newspapers. There are daily

newspapers that are exclusively on economic and commerce, business and industry,
cinema and television, sports and games, and such other subjects of general interest.

The weeklies, fortnightlies and monthlies in English and regional languages have no
focus on news, except editorials on specific issues, but have certain additional features
that include fiction serials, short stories, poems and verses, film reviews, sports items,
religious matter, health care and such others. There arejournals/magazines specifically
devoted to music, sports and games, religions, films and such other subjects.

In all these periodicals, advertisements form an integral part and carry very large space.

Almost all dailies and other periodicals have their own web sites and accessible through
Internet. Web advertisements are again a feature of all these.

Except for big newspapers which have their own mechanisms to get news from
different parts ofthe country and the world, in addition to the news supplied by news
agencies, most others depend for news from national (Press Trust ofIndia, United
News of India, Samachar and international news agencies such as Reuters,
Associated Press, etc.).

Like all other mass media, the newspaper bodies are highly structured, well managed
but exceedinglycomplex in its organisationand functioning.The operationof a newspaper .
is usually divided into three major blocks viz., news and editorials, business and
production.

·The newspaper industries absorb a good proportion of intellectuals, academics,

managers, and technicians. The editorial persons include, reporters, correspondents,
research editors at various levels, feature writers, artists and cartoonists and many
other professionaljournalists. The business group comprises managers to deal with all
commercial activities and management of the organisation. The production department
handles all technical and technological aspects of production. Experts from outside the
organisation contribute substantially to render quality to the information carried by
newspapers. Advertisements constitute an integral part of newspapers industry today,
which sustain them.

Publishers have a role to play in mass media. Bestsellers of certain titles of books have
a wide market and readership. Printing and publishing of books on mass scale is
an important landmark in literature dissemination and distribution. The introduction
of paperbacks affords technical means for fresh image of books as a mass
communication cultural media, A sale of million copies of bestsellers is a normal
508 feature today particularly in the western countries. .
r
Information Intermediaries Self Check Exercise
as Sources of Information
5) List the categories of persons involved in Radio Broadcasting.

Note: ~ Write your answer in the space given below.

iI) Check your answer with the answers given at the end ofthe Unit.

.............................................................................................................

, .
•
18.3.3 Television
Television holds a very dominant position in our lives. It is a young mass medium,
growing and developing fast to reach a very high level of sophistication. As it combines
visuals and audio, it lures young and old alike. In fact, its influence on the young is so
much that sociologists are apprehensive of its bad influence. It performs almost of the
functions of a media and does everything to fashion the behaviour of individuals and
groups.

Its programmes range from entertainment to highly organised and structured

teleconferencing to project world opinion on a number of issues pertaining to political,
social and cultural affairs. A great number and variety of persons get involved in the
conceiving, planning, designing, execution and production of various television
programmes. News, views and commentaries of current events and activities,
instructional programmes for students at all levels, educating people on science
and technology and their relations to social living, live telecasts of national and
international sports and games and other events of general public interest are regularly
telecasted.

Special television channels exclusively on sports and games, wildlife, round the clock
news bulletins, films, religious discourses and festivals, are on the increase. Almost all
events of public interest are telecast live to attract viewers and glue everyone to TV.
There is also fierce competition among the television agencies.

Advertisements on TV are ubiquitous. No programme is without advertisements.

Time-share of advertisements is more than fifty per cent of the programmes. Whether
it is a serial, news bulletin, live telecast of sports andgames, religious discourses,
and live telecast of any event, advertisements gets a lion's share of time. In fact,
many programmes are sponsored by trade, business, and industry in promoting their
respective wares. Advertisements cannot survive without the media and media cannot
sustain without advertisements.

The types of expertise and special knowledge required to produce such captivating
programmes can be easily imagined. Programme designers, developers, scriptwriters,
technicians and technologists, artists and musicians, photographic artists,camerapersons
and many other specialists are involved in the whole process of telecasting.'
•
The basic function of TV is to produce a variety of programmes on carefully selected
510
subjects and topics, of viewers' interest. Such programmes are produced and telecast
 1
by TV agencies through their multi channels. Programme production is the Media Persons
responsibility of networks, stations and programme production companies.
Distribution is the critical function of the network, using ground facilities and
transmission agencies.
Cable TV is another agencythat telecasts customer-oriented programmes that has
introduced a new dimension to telecasting. There is stiff competition among these
agencies to reach wider viewers.
In India TV agencies are growing fast, competing with each other. Doordarshan, Star
TV,Zee TV, and many other in English, Hindi and almost all other regional languages
with their specialised channels for different programmes are telecast round the clock.
Media specialists opine that the future of TV rests on the ability of audience to control
and use it for their own purposes. It is said that TV is in the market place and is being
reshaped by a variety of technological and social forces.
Self Check Exercise

6) What are the types of persons involved in TV?

Note: ~ Wrtte your answer in the space given below.
it) Check your answer with the answers given at the end of the Unit.

18.3.4 Audio -Visual Media

Among the many audio-visual media used in mass communication, the videocassettes,
CD- Rom and DVD are most influential. They are highly users friendly and closely
linked with individual and group use. Many ofthese audio-visual media are designed
with great care and the audio support enhances their value to a very great extent.
CD- ROM and DVD (Digitised Versatile Disc) are extremely valuable for archival
purposes. They occupy very little space. An encyclopaedia set can be encoded on a
single CD with room to spare.
The production of audio-visual media is a complex and intricate affair. Many types of
specialists are necessary to produce a good video either for entertainment, news
commentaries or analysis, learning kits and others. Screen scriptwriters, design and
development experts, marketing specialists and production experts and a host of others
are normally involved in the production of audio-visual items.
The technologies applied are varied and complex. The complexity increases,particularly
with the multimedia used for producing audio- visuals. The marketing of these types of
media is again a work of high specialisation Piracy is rampant in this media, besides
e •

infringement of intellectual property rights. These are commercial venture of high

investment in terms of finance, manpower of quality and production.
511
r
Information Intermediaries Self Check Exercise
as Sources of Information
7) Mention the type of persons involved in AN products.
Note: ~ Write your answer in the space given below.
it) Check your answer with the answers given at the end of the Unit.

....................... ~ , .

,
• 18.3.5 Motion Films
Entertainment movie films, documentaries and such others also are important
components of mass media .:These involve high technology and an array of persons
of various categories and intellectuals, actors and actresses with supporting casts,
camerapersons, make-up persons, sound experts, lyricists, music setters, orchestra
artists, illumination experts, editors, production experts, directors, and a host of
other categories of workers of various kinds. Shooting experts in studios with several
. settings and experts in outside shooting. The fmancial investments in these types of
media are almost astronomical and the market is highly competitive.

18.4 ADVERTISEMENTS
Advertising is defmed as paid dissemination of information through a variety of mass
communication media to motivate a desired action. Advertisements are not free, they
are to be paid for. Space is bought in the newspapers and periodicals or the print
media; time is bought on radio and TY. Through this payment for space or time,
information is disseminated. This is not information for the sake of information but for
the purpose of selling or helping to sell commodities and services or gaining acceptance
of ideas that may cause people to think or act in a desired manner.
Modem advertising has emerged as the handmaid of industry. It is an outgrowth of
mass production, mass market, mass distribution and mass communication. It keeps
trade and commerce moving and helps the growth of the economy by creating demand
for mass-produced goods and services.
Advertisements are an integral part of mass media, basically for the following three
reasons:
i) They provide substantial financial support for mass media and vice-versa; one
cannot survive without the other;
it) They are viewed by many as a significant industry, fast developing with dramatic
changes and challenges facing practitioners in the field, vis-a-vis mass media to
expand and innovate; and
iii) They are a pervasive part of modem culture, a medium for, among other things,
the construction of our images as well as of the society; mass media is perhaps,
the only avenue to achieve these objectives.
Advertising, publicity, propaganda, marketing are near synonyms with their own
512
shade of difference in meanings. Information disseminated through these methods
 1
may occasionally be get distorted, exaggerated, overemphasised but their objectives Media Persons
are to persuade, influence, motivate and react favourably with regard to buying a
product and service.
The messages contained in advertisements are forms of communication that involve
creativity, persuasion and impact of the messages. Advertisements carry impersonal
messages paid for and controlled by a sponsor. Controlled means that the sponsor,
who pays for the advertisements messages, determines their content.
Most of the advertisements are consumer advertisements. But advertisements of
trade, business-to-business, corporate houses, are major part of the advertising
industry. International advertisements are becoming increasingly important as more
or more companies are engaging in global marketing through Internet and web
pages.
Advertisements have three major goals;
Q Advertisers are advertising to help them market their products and services;
ii) Advertising agencies are specialised companies that plan and execute advertising
campaigns for most advertisers. Their work includes creation of advertisements,
media planning and research; and
ID) Advertising, media carry advertising to consumers and are~jdependent on
advertising revenue.
Advertisements are conceived, given preliminary shape, altered and finally executed.
The entire work isa long process that includes situation analysis, objectives, strategies,
tactics and evaluation. The situation analysis includes research, leading to a definition
of the advertiser's problem. The objectives of advertisements can range from'
creating awareness to urging purchase, motivate and influence to accept a product
or a service. Strategies and tactics are the actions needed to achieve the objectives.
Evaluation is the process of assessing whether or not the campaign achieved' its
goals.
Advertising agencies choose the media through which advertisements can be featured.
Newspapers, periodicals and such other mass media appearing in print, give over
50 per cent of their pages to advertisements. This is particularly so in newspapers
those have a large circulation. Entertainment movies, videocassettes, radio and telecasts
and all other audio-visual media provide a proportionately long time for advertisements.
.
It can be discerned that advertisements invariably require a variety of abilities and
skills of high quality.Among these, some of the moreimportant ones are: imagination
and creativity, ability to grasp consumer psychology, capability to design visuals 'and
write effective short scripts to carry the desired message; choose the right media
which would influence or motivate the viewers to buy a product or a service; assess
the impact of the advertisements, etc. In the case of audios and videos, duration of
. advertisements and if they are broadcasted or telecasted, the appropriate time of
presentation, etc. are important consideration.
~I

These specialised types of work are nowadays generally entrusted to advertisement

agencies although in large corporate sectors, some of these functions are carried out
by separate departments wherein specialised persons are employed,
The converging computer,communication and multimedia technologies are the
facilitators to get the best advertisements.

513
r
Information Intermediaries Self Check Exercises
as Sources of Information
8) What is advertisement?
9) Why are advertisements considered integral part of mass media?
10) State the three goals of advertisements.

Note: 0 Write your answers in the space given below.

ii) Check your answers with the answers. given at the end of the Unit.

,
•

18.5 PUBLIC RELATIONS

According to the Instituteof Public Relations, "Public Relations is the deliberate,planned
and sustained effort to establish and maintain mutual understanding between an
organisation and its public." To generate understanding, it is necessary for the
organisation concerned to understand the public and relate the organisation's activities
to public interest.
Today every human activity is invariably organised through institutions. Whether it be
business, or industry, state affairs, socio-economics, culture, sports and games, in fact,
all activities are organised by institutions. Many ofthese institutions are massive, such
as corporate enterprises, government and similar ones, involve relations with a variety
of people at various levels, with different interests, motivations, needs with different
economic, educational arid cllltural backgrounds; and their degrees of relationships
varies with ever so many other organisations. These organisations have specific goals
to achieve and have to conjure up an image to be successful in their endeavours. It is
the Public Relations (PR) professionals that build an image for the organisation and
sustain it. In this process public relations personnel will have to maintain the best of
relations with the media. These involve media meetings at appropriate time, press
releases of various types, preparation of special brochures, programmes for TV
and broadcasting, interviews with VIPs, design and production of documentaries and
soon.
According to the International Public Relations Association: there are fifteen important
areas of PR practices:
1) Counselling based on understanding of human behaviour;
2) Analysing future trends and predicting their consequences;
3) Research into public opinion and attitudes and expectations and advising on
necessary action;
4) Establishing and maintaining two-way communication based on truth and full
information;
5) Preventing conflict and misunderstanding;
6) Promoting mutual respect and social responsibility;
514 7) Harmonising public and private interests;
 1
8) Promoting goodwill with staff, suppliers and customers; Media Persons

. 9) Improving industrial relations;

10) Attracting good personnel and reducing labour turnover;

11) Promotion of products or services;

12) Maximising profitability;

13) Projecting a corporate identity;

14) Encouraging an interest in international affairs; and

15) Promoting the understanding of democracy.

In all these, and even for more direct PR communication, the audio-visual media have
tremendous possibilities today. Radio and Tv, particularly with the numerous commercial
channels now available, provide opportunities for sponsoring programmes not only for
direct image building but also for social marketing. Social marketing, a term used to
relate marketing concepts, principles, techniques and skills, to ideas, value systems and
social causes -legitimate areas of public relations as experiences of social responsibility
of a corporate enterprise.

While advertisements promote marketing of goods and services, PR prepares the ground
for such activities. Communication experts and specialists are needed to help and
cooperate to communicate facts, opinions to gain attention and select effective modes
of communication closely working with users and apply their knowledge and feedback.

Although PR is often associated with business and corporate interest, as pointed out
earlier in this section, most areas of our society use PR as a way of maintaining and
adjusting relations with various types of public, including local, state and central
governments.

The different mechanisms through which public relations experts build up their contact
with the public, are through paper-print brochures, pamphlets, graphics materials, audios
and videos, radio broadcasts, TV programmes, photographs, stills and moving images,
filmstrips, motion pictures and cassette cartridges, floppies and such others. In all
these, the use of merging computer, communication and multimedia technologies gives
tremendous scope for providing the best kits.

Self Check Exercises

11) Define PR.

12) What are the mechanisms through which public relations experts build up their
contact with the public?

Note: 0 Write your answers in the space given below.

il) Check your answers with the answers given at the end of the Unit.

....................................................................... , . 515
 Information Intermediaries
as Sources of Information.
18 6 INFODl\JI" ,t'TION COMMUNIC ft,t'TION
ft1,..I..t'-

TECHNOLOGIES (lCTs) AND MASS MEDIA

Information Communication Technologies (lCTs) and Mass Media grow in tandem.
Advances in ICT gives unlimited scope for expansion in mass media in terms of round-
the-clock programmes, innovations in design and development of new programmes,
worldwide dissemination and transmission, etc. In short, ICT has facilitated a number
of developments with far reaching implications for Mass Media. Every component of
mass media, the print, broadcasting, TV and audio-visual media uses ICT with great
advantage.
The main focus today is on the Internet as a new social sphere, facilitating new forms
of economic, political and cultural exchange. It is multi-functional and cross-sectoral.
It incorporates World Wide Web and the e-mail. It involves market, government,
education, media and every societal sector. It is multimedia in integrating visual,
audio and textual material. It enables advances in distant learning, through its new
.. 'pattern of flexibility, contributing to a reshaping of the knowledge environment and
issues of access within it.
Commenting on the future trends, a media specialist observes, "the early twenty first-
century mediascape is signillcantly different from 50 years previously. Traditional media
have shown resilience in adapting to a changing environment and in utilising new
technologies. For mass c~nsumers the result is greater variety and expanding choice in
the ways they access information and entertainment. This expansion and varied means
of delivery have stimulated demand for content development for new media. A key
question about converging, and increasingly interactive, media is whether users will
gain access to genuinely novel and more varied forms of content - or whether there will
merely be "more of the same." The pressures of commercialism suggest that innovation
and experimentation will be circumscribed by profit-making imperatives.",
Whatever may be the advances in technologies and their application in the contents in
new mass media, the expertise and experiences of media persons will continue to be
useful and valuable to library and information profession.
, Self Check Exercise
13) What is the focus of Internet in mass media?
Note: i) Write your answer in the space given below.
ii) Check your answer with the answers given at the end of the Unit.
................................................................................................................

18.7 MEDIA PERSONS AS SOURCES OF

INFORMATION
From the foregoing account of mass media and its components, it should be possible
for us to appreciate and understand the usefulness of media persons as vital sources of
information.
Some of the important factors that govern mass media processes and their primary
5J6 importance to be considered as potential resource are:
• Mass media operate in a commercial and competitive environment; - Media Persons

• This enjoins quality assurance on the products and services created or generated
by mass media;
• Newspapers, periodicals, TV and radio programmes and many other media
products of mass media have to operate within a strict time frame;
• This important factor necessitates some ofthe media persons to tune themselves
to write and work at great speed without compromising quality; this is particularly
an important factor of great value in terms of assessing their source credibility;
• The time element necessitates the media persons to keep their information ready
for use at a very short notice; hence their source of information has to be at their
finger tips;
• Media work is team work and every participant in them should fit into the team at
the right place, as the output is a co~on objective; and
• Media persons' expertise, experience and knowledge never get properly recorded
and hence, is not available easily. This factor alone is the legitimate reason for
tapping media persons as source of information.
We are presenting below a tabular statement of media persons of different categories in
relation to the communication components in which they predominantly function and
operate. Thelist enumerated in an alphabetical order of categories, is neither totally
exhaustive nor mutually exclusive. Some ofthe skills and functions may overlap.
Only broad categories of media persons are presented in the table. Each one ofthese
broad categories could have many sub-categories of special skills. For instance among
editors: there could be many subgroups such as special editors (news, sports and games,
feature articles); editors for different editions of dailies, periodicals and supplements;
cadres of editors like chief editor,joint, associate, sub-editors and assistant editors and
so on for specific duties and responsibilities, each having a special skill. The type of
media persons, skills required, functions to be performed, etc. have been mentioned
briefly in the respective sections in this Unit.
Table 18.1: Categories of Media Persons and the Relative Position in Media Channels

No. Categories of Media Persons Media Channels

Ads AC MF NA NP pp PR TV Video RB
1 Artist (Art, Music, Commercial) -./ ./ ./ ./ ./ ./ ./ ./ ./ ./
2 Ads Specialists ./ ./ ./. ./ ./ ./ ./ ./ ./ ./
3 Camera Person ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
4 Computer lID SF. Graphics ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
5 Correspondents ./ ./ x ./ ./ x x ./ ./ ./
6 Directors x x ./ x x x x ./ x ./
7 DTP Specialists ./ ./ x ./ ./ ./ ./ ./ ./ ./
8 Editors ./ ./ ./. ./ ./ ./ ./ ./ ./ ./
9 IlluminationlLight Experts ./ x ./ x x x x ./ ./ ./
10 Managers ./ ./ ./ ./ ./ -./ ./ ./ ./ ./
11 Marketing Specialists ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
12 Network Specialists ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
13 PROs ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
14 Producers ./ ./ ./ x x x x x ./ ./
15 Reporters ./ ./ x ./ ./ x x ./ ./ ./
16 Researchers ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
17 Photographers ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
18 Programme Specialists ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
19 Sound ./ ./ ./ x x x x x ./ ./
20 Studio & Settings ./ ./ ./ x x x x ./ ./ ./
' , ./ ./ ./ ./ ./ ./ ./ ./ ./ ./
20 Subject Specialist
21 Writers ./ ./ ./ ./ ./ ./ ./ ./ ./ ./ 517
r

Information Intermediaries Ads Advertisements

as Sources of Information
AC Audio Cassette
NA Newspaper Agencies
MF Motion Films
NP Newspaper
pp Popular Periodicals
PR Public Relations
'IV Television
VC Video Cassette
RB Radio Broadcasting
.• Self Check Exercise
'14) In what ways can the library and information professionals possibly use the
expertise of the media persons for their products and services?
, Note: 0 Write your answer in the space given below.
it) Check your answer with the answers given at the end ofthe Unit.

18.8 REFERENCE AND REFERRAL TOOLS IN

MASS MEDIA
There is an increasing body ofliterature on mass media that includes a number of
reference and referral tools. A few such reference and referral tools listed below would
give information on media persons and professionals operating in the different media,
although may not be as we desire for our purpose. All the same these tools would be
useful in getting a full view ofthe present-day developments and advances in mass
media. This list includes encyclopaedias, handbooks, bibliographies and a few
directories of periodicals.
Blum, Eleanor [et al]. (1990). Mass Media Bibliography, Annotated Guide to Books
and Journals for Research and References. Champaign, Ill. University ofIllinois.
Barnow, Erik [et al]. (eds). (1989). International Encyclopedia of Mass
Communication. New York: OUP. 4 Vols.
Schement, Jorge Reina (ed). (2002). Encyclopedia of Communication and
Information. New York: Macmillan. 3 Vols.
Sterling, Christopher and Haight, Timothy R. (eds). The Mass Media Aspen Guide to
Communication. New York: Praeger.

518 Rivers, William L.[ et al]. The Aspen Handbook on the Media. New York: Praeger.
 1
Ward, Jeans and Katheleen, Hance A. Search Strategies in Mass Communication . Media Persons
. White Plains, N.Y: Longmans,

Biographical Sources, such as who's who, current biography, etc. throw useful
infoimation on eminent mass media persons. Primary, secondary and tertiary
periodicals on mass media and communication are listed in Ulrich International
Periodicals Directory, The Standard Periodicals Directory and The Indian Periodicals
Directory.

These directories are useful to identify titles of periodicals that are relevant to the
nature of enquiries. The primary periodicals would help to identify the names of
contributors with their institutional affiliations and other details about their positions
in the organisations that may indicate their expertise and experience in any special
field. The secondary and tertiary periodicals would also identify contributions.

Index to newspapers and current affairs' journals like Asian Recorder, Keessings
Contemporary Archives, and Facts on File would also assist in identifying names of
media persons, all with their change titles and in the electronic mode and websites.
These general sources may not, in most occasions, serve as the best sources for identifying
media persons. For example, if the nature of enquiry relates to identifying a scriptwriter
for a video programme, then direct contact will have to be made with video agencies
that produce video programmes to get in touch with the expert.

18.9 SUMMARY
In this Unit, we get a quick exposure to mass media and their components that include
predominantly the print media, radio, television, audio-visual products and motion
pictures. We study mass media to get a proper understanding of the value of experts
involved in mass media programmes and activities, as potential information sources.
The knowledge, expertise and vast experiences of mass media persons do not, in
general, get fully recorded. As they store their knowledge in themselves, they need to
be tapped to use them as sources of information pertaining to mass media and related
fields. As mass media deals with every subject of public interest, the media persons
may serve as valuable sources in different contexts of information service pertaining a
variety of subjects. Their expertise is useful to information professionals to adapt
or adopt the knowledge of mass media persons in marketing information products
and services.
The components of mass media - Print (that includes daily newspapers, popular
periodicals and bestsellers), Radio Broadcasting, Television, Cable TV and Satellites,
NV Products, and Modem films have expanded and grown fast with advances in
ICT and multimedia. We give a birds eye view of each one ofthe components of
mass media, their functions, scope and' development and to discern the type of
experts and professionals working in them. In the expansion and extension of mass
media, the impact ofthe converging ICT and multimedia technologies have been far
reaching. Mass media, being the most powerful instrument for shaping and moulding
public opinion on any issue, the contents of communication are extremely important
to have authenticity, reliability and user friendliness. The technologies provide a wide-
ranging choice to communicate messages, design and develop programmes to suit
the different target audiences.
Advertising and Public Relations are an integral part oftoday's mass media. These are
discussed in some detail to highlight their role in mass media. The type of persons
working in mass media and the channels in which they are associated is summarised in
a tabular statement.
519
Information Intermediaries
as Sources of Information 18.10 ANSWERS TO SELF CHECK EXERCISES
1) Current awareness services have been designed and developed to bring to the
attention of research persons and others to the current research papers and related
ones on any subject. Almost similarly mass media brings to the attention of people
at large to current hurnan events activities of their interest.
.
I

2) The components of mass media are:

• The print media, primarily daily newspapers, popular periodicals, and such
others;

• Radio Broadcasting;

• Television;

• Audio-visuals, CD, DVD, etc.; and

• Motion Films.
3) The functions of mass media are to inform, influence, mould or shape, instruct,
entertain and sell information to large audiences.

4) The newspaper industries absorb a good proportion of intellectuals, academics,

managers, and technicians. The editorial' persons include, reporters,
correspondents, research editors at various levels, feature writers, artists and
cartoonists and many other professionaljournalists. The business group comprises
managers to deal with all commercial activities and management of the
organisation. The production department handles all technical and technological
aspects of production. Experts from outside the organisation contribute
substantially render quality to the information carried by newspapers.

5) The personnel in radio broadcasting comprise producers, directors, programme

specialistsof differentcategoriesof activitiesbeside artists,musicians, scriptwriters,
journalists and field writers, engineers and technologists, newsreaders and
commentators. Invariably it is teamwork and astute team management in terms of
producing the best programme is important. Many outside experts and
professionals contribute in programme planning, execution and production.

6) Programme designers, developers, scriptwriters, technicians andtechnologist,

artists and musicians, photographic artists, camerapersons and many other
specialists are involved in the whole process oftelecasting.

7) The production of audio-visual media is a complex and intricate affair. Many

types of specialists are necessary to produce a good video either for entertainment,
news commentaries or analysis, learning kits and others. Screen scriptwriters,
design and development experts, marketing specialists and production experts
and a host of others are normally involved in the production of audio-visual items.

8) Advertising is defmed as paid dissemination of information through a variety of

mass communication media to motivate a desired action. Advertisements' are not
free; they are to be paid for. Space is bought in the newspapers and periodicals
or the print media; time is bought on radio and TV. '

9) Advertisements are an integral part of mass media, basically for the following
three reasons:
520
 ---~~
• They provide substantial financial support for mass media and vice-versa; Media Persons
one cannot survive without the other; .
• Advertisements are viewed by many as a significant industry, fast developing
with dramatic changes and challenges facing practitioners in the field, vis-a-
vis mass media to expand and innovate; and

• Advertisements are a pervasive part of modem culture, a medium for, among

other things, the construction of our images as well as ofthe society; mass
media is, perhaps, are the only avenue to achieve these objectives.
10) Advertisements have three major goals;
• Advertisers are advertising to help them market their products and services;
• Advertising agencies are specialised companies that plan and execute
advertising campaigns for most advertisers. Their work includes creation of
advertisements, media planning and research; and
• Advertising media carry advertising to consumers and are dependent on
advertising revenue.
11) "Public Relations is the deliberate, planned and sustained effort to establish and
maintain mutual understanding between an organisation and its public."
12) The different mechanisms through which public relations experts build up their
contact with the public, are through paper-print brochures, pamphlets, graphics
materials.audios and videos, radio broadcasts, TV programmes, photographs,
stillsand moving images, filmstrips,motion pictures and cassettecartridges,floppies
and such others. In all these, the use of merging computer, communication and
multimedia technologies gives tremendous scope for providing the best kits.
13) The main focus today is on the Internet as a new social sphere, facilitating new
forms of economic, political and cultural exchange. It is multi-functional and
cross sectoral. It incorporates World Wide Web and the e-mail. It involves
market, government, education, media and every societal sector. It is multimedia
in integrating visual, audio and textual material. It enables advances in distant
learning, through its new pattern of flexibility, contributing to a reshaping of the
knowledge environment and issues of access within it.
14) Mass media persons work largely in the informatiori area but with a different
focus and purpose. The advertisements that mass media get for their sustenance
are usually highly creative, imaginative and ensure success and more or less
achieve the target. Information 'professionals are entering the market for their
product and services only in the recent decades, will greatly benefit in the
contents of consumer advertisements. Their design and appeal, and presentation
with scripts and animation. They may modify these ideas to suit their own
market for their products and services. Apart from borrowing ideas, Library
and Information professionals can work in tandem with media persons in designing
and developing their own advertisements and promotional avenues.

18.11 KEYWORDS
Forth Estate A group (here the Media) other than the usual
constitutional powers, like the legislative, executive and
judiciary of a state that wields influence in the politics
of a country.
521
,-
Information Intermediaries Mass Communication Information communicated to a large audience.
as Sources of Information
Mass Media Information communicated to a large audience using a
variety of ICTs, and digital technologies with great
effect.

Media Persons Specialists and experts of different categories

functioning and operating' in mass media
communication.

Multimedia Seamless integration of text, image and sound in a

digital environment.

Seamless Integration Integration of text, image and sound in a digital

information environment without any binding chord

.• fastening each form .

• 18.12 REFERENCES AND FURTHER READING

Balaji Er. C Babu (ed.) (2001). Mass Media and Interpersonal Communication
for Social Awakening. Delhi : Authors Press.

Banerjee, Subrata (2002). Advertising as a Career. 2nd ed. New Delhi: National
, Book Trust.

Communication 2000 AD. New Delhi: Indian Institute of Mass Communication.

· Gandhi, Ved Prakash (2004). Mass Media and Communication Strategies. 2nd
ed. New Delhi: Kamska Distributors.

Gorman, L. and Mclean, David (2003). Media and Society in the Twentieth
. Century.A Historical Introduction. Blackwell Publishing.

Hishbert, Ray Elden [et al]. (1991). Mass Media VI: An Introduction to Modern
Communication. New York: Longmans.

Hunt, Todd and Ruben, D. (1993). Mass Communication: Producers and

Consumers. New York: Harper Collins College Publish~rs.

Kumar, Keval J. (2002). Mass Communication in India. 3rd ed. completely

revised and updated. Delhi: Jaico Publishing House.

Newbold, Chris [et al]. (2002). The Media Book. London: Amold.

Preston, Paschal (2001). Reshaping Communications: Technology, Information

and Societal Change. New Delhi: Sage Publications.

Shrivastava, K.M. (1998). Media, Towards 21 Century. New Delhi: Sterling

S
'

Publishers.

522