Modern Communication Techologies.

**Modern Communication Technologies **


1. Introduction:-



We are much ahead, in the different segments of our communication and information technologies, in the sense of availability and applications, by means of which we can enjoy the major benefits from it, as to sooth as well as to impulse our life ahead furthermore , where we can perform our every work with greater competence and in successful manner. Present communication means or technologies, can provide more faster and secured ‘transmission of information’ to us than earlier 50’s we had. Today, we can send or receive any kind of message without any hazards or delay in sustained manner , with greater satisfaction. Moreover, present communication technology, can command a greater part of interactivity than the traditional communication all, that we had, in earlier stage like print, radio and television etc. Because, then the ‘feedback’ generated from the audiences, were responded by the aforesaid media all,in delay quietely causing discontentment within the consumers or audiences significantly. It held so, due to inefficient as well as inadequate availability of communication technologies then. But now, we have achieved a significant power and ability, in the field of communication,in transferring any message very fastly and with greater promptitude as well. The part of ‘interactivity’, which is a significant feature in the field of present communication system,has made any communication more lively and effective too, in sustainable manner. So, today’s communication is highly rich,being accorded with sharp technologies,which can offer us, an upgraded status in the segment of telecommunication.



*A Brief History On Indian Communication *



The actual progress or development ,that took place, in Indian communication sector diversely, during the regime of Rajib Gandhi, when it began to flourish vibrantly with greater significance,from the year 1985. A prolific technocrat Sam Pitroda, being a non-resident Indian, was appointed by the prime minister then, Rajib Gandhi. Sam Pitroda did carry on the optimized progress in this regard of the development of communication field, through the contribution of his tiredless efforts and decative attitudein in all respect.

During the year of 1990, the telecommunication sector acquired a greater importance as well as priority, as to bring a harmonious relationship within all other sectors or divisions,for achieving significant development for the country. It was then the age of ‘globalization’, where the private entrepreneurships were invited or allowed predominantly , to run side by side, parallely with the government enterprises all. The ministry of telecommunication lifted up all license barriers and opened a new way for the unemployed youth to get involved in rendering telephone services privately. Thus,many ‘public booth’, were constituted in large, to provide STD/ISD facilitated telephone services to major Indians, who do not possess telephone individually. Beside this,many private organizations even many multi-national companies came to participate, as to operate and render their services in such greater field of Indian telecommunication. As the private service providers, TATA Indicom, Bharati-Airtel etc have brought diverse services with many attracted schemes and many other value-added services, in their operations, that they carry on beside the public sector organizations like, BSNL,MTNLand VSNL. The value added services include, ‘Broadband connection’, ‘Tele-conferencing’, Vedio- conferencing’ and ‘Web-conferencing (available recently), which possess a significant part of inter-activity,that can serve many purposes of innumerous communicators greatly, in many ways.







. Application Of different Communication Tools Or Devices:-



*Telephone*



It is the most indispensable device, and which is widely applied or used in the field of communication. In our present busy life. we can not think without telephone. Our every step or movement regarding communication , is indispensably depending upon the telephone. Previously, the performances of telephone was limited within a boundary, but we enjoy today, a communication across the world, due to availability of advanced technology , which is applied for better communication.



Basic Concept Of Telephone System:-



In general, informations or meassage, that can transmit, from sendor’s end to receiver’s end, after following three basic steps,which happens almost in every case transmission of such message. These are as follows:-

(1) A transmitter receives message or informations from the source and converts it to a signal.

(2) The produced signal , is then allowed to transmit through ‘physical channel’ i.e. free space channel.can carry such signal.

(3) A receiving transmitter collects that signal and converts it back to same in the usable form informations orwords.



Telecommunication over telephone lines is called ‘point to point’ communication ,because it happens between one transmitter and one receiver just. Telecommunication through radio broadcasts is called ‘broadcast’ communication,because in this case, communication is held between one powerful transmitter (of the radio station) and numerous low-power but sensitive radio receivers (of the audiences). Telecommunications in which multiple transmitters and multpile receivers, have been designed to cooperate and to share the same physical channel, are called mmultiple system.



Mobile Telephone:- . An extensively used device, in the present day’s communication. Mobile networks today, can renderso many attractive services, to its consumers,which are affordable indeed. The technology of mobile technology, is following to the transistor radio broadcasting system and its technique as well. In a single platform of communication system, we can procure different type of programmes as, those are availble from the readio and television usually. Beside these, net-surfing i.e. ‘Internet’,an important service of present days, that could be accessible from such small but powerful device like mobile and its operating system s esily.Irrespective of the riches or poors, mobile, has been existed as the ‘beat of the life’,in this advanced world.







2. A Way To The Advanced Telecommunication Technology”-



The internet, cell phones, fax machines and pagers are a way of life in modern society. All these technologies are based on lasers and fiber optics indispensably. The principle behind a laser lies embedded in the heart of quantum mechanics,which was developed by the great scientist Albert Einstein. Later on, it led to explain the photoelectric effect in 1905 and showed that electrons could absorb and emit the energy of photons. In 1917, he made it possible to discover, that this emission could be “focused” so, that it could occur in the form of ‘single frequency’. This is popularly known as “stimulated emission”. This principle was applied, by the scientists, in stimulating the emission of microwaves with the help of a device, called ‘maser’. Again, by applying the same principle to the visible light, accompanied by a device, recogonized as ‘laser’. But, steady laser light could not be produced anyway and so, in both of these two cases of innovations, did not come,as to be fruitful aand useful as well.



Then, it was the age of developing semi-conductor technology,in producing semi-conductor laser.Till then (during 106-), the researchers had the ability,to operate laser light through the. semi-conductor layers uninterruptedly. But the moment required,an exclusive method, that con transmit such laser light across the larger distance. The scientists commanded then, the control over transmission of such laser light, through a shorter distance, by using glass-fibre technique, where light loss remained in sustainable manner. Later on,with the application of fiber-optics technique, the researchers made it possible,in communicating a long distance,through successful transmission of signals closlng to 1970. From then, through commercial services rendered, it came to our daily life in regular manner worldwide.\

. Optical fibers today, has become the backbone of the telecommunication system worldwide. These significantly delicate strands of glass, each of which is thinner than a human hair, although strengthy and feasible than steel,were designed to carry a large number of data, that can be transmitted through an form of light- tightly focused laser beams.Both of the combination of these two, lasers and optical fibers have unbelievably enhanced the performance as well as sharpness of the international telephone system.** With equally striking improvements in computing, the new communication technology has fueled the exponential growth of the phenomenon known as the Internet.

Communication Networks:-

There are two types of signals in any communication system. One is ‘Analog’ and the other one, is ‘Digital’. Analog signal varies, with respect to the informations being received by the transmitter for transmission further. It produces ‘noisy’ signal, by absolving ‘noise’ from surrounding areas and lacks clarity,at the stage of usable form of such informations ultimately. On the other hand, digital signal is being encoded, by giving some numerical values ( 0,1),which is decoded later on to get its usable form of informations duly, with greater clarity practically.Here, noise can not inflict the signal in digital method of communication.

Communication network , is an assemble of a number of transmitters, receivers and communication channels. In analog communication type, it undertakes ‘switche’ to connect one or more receivers, while ‘router’ is used in digital type of communication. Repeater is included , in both type of communication system for long distances.

Here, in transmitting the produced signal, a vital role is played by the ‘channel’, which is of two types. One is ‘physical channe’ and the other is ‘ free space channel’. Physical channel is the medium, that carries signal between the transmitter and the receiver, includes the medium like, atmosphere for sound communication. Optical glass fiber, can be used for some other optical communication. While another type of channel takes to its account various medium like, visible light, infrared light and ultraviolet light etc. for transmitting signal between transmitter and receiver, is recogonized by ‘frees space channel’. So, present telephone system has been devised uniquely, as to make any longer distance, to be connected very fastly with greater clarity and prominence of the transmission of information or any message without any suspiction and trouble at all.

** Computer Networks**

Computer networks implies, an interlinking or inter0connecting system, and that can take place among the number of computers, with view to share and analise data and other information. More than four decades ago, such idea occurred, which could better be implemented , for communicating internally, within a big business organizations or corporate houses, with a view to establishing efficient management standard and in decision making promptly, as to achieveing the desired result for the organization as well.Formerly establishment of such computer networks, would only be possible , within an organization or any other institution like university, reaserch centre,and depertment or ministry of the state, due to high prices of computer, which was unaffordable indeed. Although, the prices of computer began to come down closing to 90’s, and the use of computers were uplifted naturally, that inspired such computer networks to build in profusely, within many organizations and concerns. Then, such computer networks became the .an essential part of ‘internal’ communication, in running any organizational activity satisfactorily and successfully. On the other hand, presently such computer networks has been applied in such a way, that can connect different receivers, staying at different remote places throughout the world, which can transmit data, audio and even video also, to the different receivers simultaneously. It is widely known as ‘INTERNET’ i.e. international networking. It is most powerful tools or means of present communication. Worldwide web (www) is the most powerful platform,that formed after the global understanding, which allows ‘browsing’ internet or ‘net-surfing in different tracks, as to send or receive data,files including audio and video, picures even moving portion of that etc. Inter has open a new horizon, for faster communication, that carries both trustworthyness and security as well. We can send our written messages to anyone by mailing electronically ,within 20 seconds irrespective to any longer distance in the world satisfactorily. Yes, today, there are so many reputed e-mailing service providers like, ‘Hotnail’, ‘Gmail’ ‘Yahoo ! mail’ etc, render such faster mailing service electronically to many users worldwide. Beside this, we can read different newspapers, that are published on the different websites, as the leading newspaper organizations send and maintain the same for their users. We can do so very easily, just by writing the address of desired website on the web-browser of the internet in our computer.Moreover “ Tele-conferencing” has come to our life in the form of ‘video- conferencing, audio- conferencing and web- conferencing , which are updated forms of business communication, that can serve many purposes of users or consumers as well.

Tele-conferencing :- It is the greater part of present communication system, that inspires or serves the purposes of the business or institutional communication specially or in the other forms. Tele-conferencing can ensure the transmission of different datas, audio & video files and can establish required conversation staying in different places throughout the world i.e. ‘face to face’ communication virtually. Tele-conferencing can be sub-divided according to its forms, are as follows;

Audio- conferencing:- It involves specially, the transmission of informations or message, in the form of ‘audio’ files alongwith the talks between the connected participants in this network..It does not entertain, the transmission of any kind of graphical presentation or any other form of pictorial presentation anyway. The conversation, that could be taken place, in between two or more connected persons at this network, staying at different remote places.Video conferencing:- It is the most alluring as well as effective means pf communication in the present days. In this methode of communication, datas,graphs pictures or any other animated forms, that can easily be transmitted, alongwith the audio form. It is widely preferred, in establishing a very good business communication system within any big business or corporate houses effectively.

Teletext:- It is a particular type of broadcasting technique, by means of which any important even urgent information or message, that could be tranmitted instantly over the screen of the television,as to serve the various needs of the users or consumers. The ‘vertical Blanking Internal’, which is residing in the television and not visible normally. But , after being activated, by the teletext ‘decoder’ at the receiving end, the television screen starts to display the text message and other information, instead of normal television programme. It can help the viewers , by broadcasting the most important information or any urgent messages on the television instantly, with a view to making them aware as well as to serve their needs as well.

Radio-text:- It is an another type of technique,of broadcasting datas and other textual materials on the radio, particularly on ‘FM’ band, that possesses higher frequency in comparishon with other bands like ‘Medium’ or ‘Short’ wave radio transmission. Radio-tex provides important or urgent messages for viewing on the computer screen , to the users, who have been equipped by ‘Decoders’ at the receiving end. The facilititated viewer can enjoy or use the the messages from the FM radio in the printed or any animated form, by collecting the transmitted signal, as sent by the radio station. It is an advanced part of radio transmission,that can serve many purposes of intentious users.

Videotex:- In a consolidated definition, videotex implies the systems, that can provide interactive content and display it on the television, typically using modems to send data in both directions. It has close relationship with Teltext. The differences is, that Teltext sends data in one direction only, typically encoded in a television signal. Sometimes the term viewdata, is used to describe all such systems generically. Unlike the modern Internet, traditional videotex services were highly centralized.

Cable Television:- Present television networks almost, have been integrated with cable distribution system for their better performances and broadcasting quality. .Today, we can enjoy the television programmes with greater visual quality, clarity and accessibility. Satellite communication technology, has made it possible.

Satellite communication can be set, by sending a satellite from the earth, to a remote place in the space at a distance of 36000 km ,where it moves around the geostationary orbit in turn with the replacement , by other satellite sent accordingly. The sent satellite receives signals, ejected by the earth station, and the same is transmitted to the receiving end in the earth i.e. our domestic television. Satellite communication, has not been limited within a small geographic region only, but it can transcend any part of the world also,as to distribute the programmes of various channels of the television. Today , the programmes from BBC, CNN, and Discovery networks are available in India, due to such facility, that has been awarded by the new communication technology.Satellite communication,has been appeared as an indispensable way of social development. Today, we can receive many informations regarding weather and climate or any geographic region or spot,which is not reachable easily. Beside this, satellite communication is applied in many ways, for security purpose,as to protect the country both internally as well as externally. So,advanced communication for the modern society is almost, depending on such powerful medium.

Comparison Between Modern And Earlier Communication TechnologiesSo, the :-

The modern communication technologies, in the true sense, have left the traditional communication technologies far behind , regarding its performing adikities in many ways. We can find so, an extensive distinction between the modern communication and the traditional communication that early we had. We can identify, the edge and highness of present communication system instantly, which is uninterceptive as well as unbeatable as well. We had achieved what ability and availability of several facilities ,in our earlier communication segmenta, was futile indeed, as compared to the present communication sector or system, that we deserve now. It happened so, that in earlier stages, due to lack of sufficient technologies in advanced state, we had to face many troubles and sufferings in our life then, as well. But now, we deserve, a recommendable highness with greater competence, in the field of communication, that has led us, to overcome various problems in our life regarding communication and in achieving an incomparable state of advanced humanlife as well as civilization for the world. Today, we have transcended everytype of delay, insecurity and dissatisfaction while involved in communicating with others, that had oftenly been held in our earlier stages , viz, in sending any kind of message on the way of exercising communicating with others. Modern communication system has been emphasized on sending messages, with greater fastness as well as with desired protection of informations at the sametime. Sending of messages, with promtitude, is the objective of the present communication system and which is ensured by the application of latest technologies available for this purpose.Bside this, modern communication system carries, a few more special characteristics over the traditional communication system. They are as follow;

Inter-activity:- Modern communication can hold this unique characteristics, by means of which it allows the involved users or participants in the communication networks, to share or distribute any files or documents among them. Also the participants , involved in the same communication, can go on discussion lively in realtime. Video conferencing or web conferencing, enables anyone to procure such enchanting live communication and that could be broadcasted over the television in the realtime. In the internet,one can chat or send instant message to one’s friend or other,by participating with any social networking website,being connected both ends at the sametime. The inter-active part of the modern communication syatem, has brought a significant change and fullfilment ,in serving the purpose of communication for the consumers indeed.

Asynchrocity:- It is also an another significant property of present communication system, that can provide a distinguished advantage to all users who have been involved in any communication network. Here, the involved or intended consumers , would not require to be engaged in the real time. For instance, anyone would not require to be attached with its own computer to receive any message or e-mail from other, without waiting for this purpose. Similarly, anyone can read or use any important news or messages from different news organizations, as sent by them to one’s mailbox, for using it later on conveniently. So, we can see, that the modern communication technologies, can render a greater independence to all of its consumers , as to enjoy the fruit of it, according to user’s own desire absolutely.

Personalization:- With the advancement of communication technologies, the way of using different communication mediums, has considerably been changed. Today, we do not require to use radia, television or surfing the internet,by staying or sitting infront of the radio, television or computer at all. We may enjoy those components, according to our desire conveniently without any constraint. If someone does use mobile phone, then he/she would be able to enjoy redio or television programmes, with the aid of that mobile handset. Even,sending of any message or e-mail to anyone anywhere, would also be possible,by connecting a laptop computer with that mobile handset. Today, we may involve ourselves in any communication system, by using or enjoying anykind of communication medium or component , either at a time or separately from anywhere, irrespective of any geographical boundry.



Social Impact of New or Modern Communication Technologies:-

We have lot of new communication technologies in our hand today. By means of which, we can execute different part of communication,as to fullfil our various needs as well. With the aid of those advanced technologies, weattained, a greater state of human civilization in this greater world indeed. But, it is not forgettable at all, that , such advanced technogies are not procurable to a larger portion of the people in the world. Because, those technologies are costly, that may not be affordable to the major intended cosmures or users, of such advanced communication technologies to serve their purposes. Beside this, these technologies are not available, in all places in the world. Moreover, the required competence, in applying those technogies for the purpose of communication, is not seen so significantly, within the major people in many societies in the world. Thus , two classes have been formed eventually.One is information rich and the other is information poor or retarded. The wealthy class of our different societies,have easy and quicker access to information, by those advanced technologies applied for communication purpose. Because they are capable of incurring high expanses in this regard. On the contrary, the economically backwarded class of people are unable to go parallely with the rich class of people indeed. So why, a larger portion of the people of the world, is deprived of getting updated informations having around the world . This major people, who belong to information poor class, still remain, under the control of those information rich class, who are enjoying the fruit of randomly used new communication technologies, in fulfilling their different objectives and purposes as well.

A havoc imbalancement, that has been produced, could be observed throughout the every society in the world. Thus, a significant information gap has been emerged across the different societies in the world, that has encouraged inequalty among the society people, regarding ‘economy’, ‘education’ and in procuring various advanges of the society at the same time. Due to this phenomenon sustained, has created ‘dissatifaction’ and ‘grievances’ in many ways, within the greater part of the society people extensively, and which seems, to be staying at ‘burtable’ position intrinsically. Such dissatisfaction and grievances, could initiate an outrage within the youngeration, which might lead to producing ‘anarchism’ and ‘turmoils’throughout the every society oneday. It is almost true, that easy access to latest information through the communication technologies, according to one’s desire,may lead one, to achieve and enjoy the most advantage of the society early as well.

Beside the above said, if the society people in major, have easy access to various updated information,with the aid of new technologies of communication, can save and support them in many ways in their life. So many urgent informations regarding ‘child care’, ‘famoly welfare’, ‘employment’, ‘agricultural development’, ‘education’ and ‘health care’, would be accessible to major people of the socity, as to facilitate their life as well.But practically, the major people o the society, have been deprived of such important informations, due to non availability and accessibility, to such latest technogies of communication. Thus, a larger portion of the society people, do remain in ‘darkness’of being unknown in manyways in their society predominantly. Poor economical status of different society and illiteracy extensively,may have kept them as ‘retarded’ in the society in many respects.

Traditional Folk Media Of India.

Introduction:-

Apart from the highlu organized medium of mass communication that are used in excessive manner presently, like print, audio and audio-visual medium,traditional folke media is popular among the rural masses considerably well .Traditional media generally,cover folk song, folk dance drama that depict the the stories of most common rural dwellers.Traditional folk media can not present what it want to deliver, in glamorous and colourful manner equally, as compared to other organized sector of mass medium that we have.Traditional folk media cultivate the rural lifestyle and culture specifically,as to match their needs and demand,who are illiterate and backwarfed as well.Traditional folk media go with rural masses side by side, bringing slower change in their development.Although,they provide so many messages, that contribute to the rural development significantly.Traditional folk media can command a very strong position in the rural people’s mind , as it weave almost of its messages to serve thevarious needs and purposes as well as entertain the numerous rural people as well

What consists of Traditional Folk media?


Traditional folk media generally include the presentation of different types of programmes like folk song & music, folk dance,yatra, drama & theatres, puppetry and street theatre etc.All programmes have the individual criterias and attraction as well, that can render distinctive taste and flavour to the audiences well.

Here is few popular programmes, those are widely accepted among the people, in different states or region for its’ unique presentation of excellence.

1. Tamasha:- It is a commercial theatre like,widely popular in Maharastra and in other part of western india.Female performer carries on the programme of singing ‘on demand’ as proposed by the patrons among the audiences.Such programme does not convey any message on religion or morals of life or social values.Only ‘Dholki-baris’,a refined from of ‘Tamasha’,delivers such effective messages.

2. Powada (Powala}:- It is a folk balad form,that is widely accepted by ‘Maharastrian’. It appeared during the 16th century,and carries a dramatic form of nature. Powada is presented mostly,by telling the stories of history. By singing in accordance with the musical instruments,is its main feature.

‘Keertana’ (Harikeertan):- It is a kind of ‘monodrama’,in which whole presentation is operated or performed by single actor. Such a single actor enter into the topic, by acting different characters lying in it.Here,one actor,performs various roles simultaneously, at a time to tell the stories of all characters concerned.that y evolves an environment both interests and attractive moods within the audience . The uniqueness of ‘keertana’ is,that the a single person carries the entire programme,by holding charm of the programme as well.Such ‘harikeertana’, is widely popular in many states in India like, Mmaharastra, Karnataka, Bengal etc.keertana,covers the stories in our ‘epic’ generally.

Yakshagana:- It is another type folk drama, that is widely popular in Karnataka. It is constituted basically on ‘Bhagabata’,but presented in addition with local flavour,as to produce extra charm into it. Here, the narrator sings and explains then the theme to the audiences. It is indeed, a mass medium for educating as well as entertaining the people as well.

Nautakin:- It is the most popular folk drama form,can be seen in north India widely.It is generally, performed openly irrespective to any special arrangement as done in ‘Jatra’.It starts with the presence of a ‘sutradhar’,who is narrator of the story,that taken from ancient epic or historical events.A small group or unit,take part in such drama ‘nautakin’,as to perform other roles pertaining to the story chosen for this purpose.It renders messages through its presentation is, both educative and entertaining as well.

Jatra:- A popular folk drama that widely celebrated in east & north-east India like, West Bengal,orissa,tripura and Assam. It is an organized teamworks and performed by well set-up groups or units, who are professionally engaged for better presentation to the audiences,as to move forward this social & cultural form of folk media.In an well set-up stage outfit,equipped by light & sound system,The whole programme creats an environment of charming and attractive moods for the audiences.It goes through a chosen story,taken from history, ancient epic, social or political matter,which is well written by script writer.The characters all pertaiming to the story undertaken for Jatra,are pweformed by the other performers in the group concerned. Jatra,is really aducative as well as an entertaining form of rural folk media.It is also,adored in urban equally.

Bhavai:- A stylized medieval dramatic form,Bhavai is extensively adored in Gujrat. Basically it is being operated initially,by Ranglo’ and Naik followed by other characters. Ranglo is considered to be a ‘stock chacter’and jester at the samerime. Naik is here,a sutradhar who delivers the dialogues abundantly in attractive style.
The programme starts with devotional song which is dedicated to ‘Amba’.Then her son Gonesh enters into the stage to perform his role by hiding his appearance by a brass plate.At the end of his role, Gonesh faces to the audiences as usual form.The total programme carries a lot of varieties like dialosongs,music,songs,dances and acrobatics,that can not signify itsexcellence or improved quality rather than individual perticipantl’s uniqueness. Although,it can fetch much more audiences ,that implies its sound popularity.

Therukoothu:- It is the most popular traditional folk media of Tamilnadu.Therukoothu includes a combination of different puppetry like,Puravi Attam, Nizhal Attam,Kazhai Koothu. Kalachem and Villupattu. It is a charming street theatre,composed in accordance with the music,drama and dances of classical flavaoured. The presentation,takes into account the characters like,koothadi (clown) and the god ‘Ganesha’ Currently,Therukoothu has significantly been changed from its origin of forms and shapes. It is now being presented on thewell-arranged stage or screen, in the form of sangeetha and natakan in attractive form.

Rammlia And Rashlila:-Bboth of the programs, are widely adored and accepted in rural society of India. Ramlila specifically,celebrated in northern India.It presents, a series of stories on lord Rama. It includes the stories,starting from the birth of prince Rama, childhood of Rama, sworn in as the king of Ayoddhya, marriage with Sita and so on, a long lasted dramatic play,that can attract and entertain so many viewers easily.
Rashlila,on the other hand, is also, could be seen to be celebrated widely in northern state of India, Maharastra,Kerala and in other places in our country. Rashlila is an enchanting play,that presents the storiesall about the relative matters between lord Krishns and Radha,taking with the ‘goppies’.The entire play is very interesting, and flavoured with juicy entertainment wrapped with religious feelings and motives.

Street Theatre:- .During the decade between seventy and eighty,the street theatre appeared vigorously in Indian mass communication. Street theatrse, that can be seen in different types and styles, involve the activities of differebt groups or organization who accomplish such dramatic play or show openly to render their messages to the public widely.Specially,political parties,student unions,religious groups,Women welfare organization and NGOs,are involved in presenting such attractive show or play,with a view to draw thepublic attention as well as generating the awareness whin them through the delivered messages.Such street thetre can be seen in different states like West Bengal, Andhra Pradesh,Kerala and Tamilnadu in India. About six oi seven thousand groups have been engaged in playing on such street thetre in India.
In the year 1944,Bijan bhattacharya did set up Indian people’s Theatre Association (IPTA),apioneer theatre group,that conducted first play on the street.Its objective was to highlight the exploitation were taking places within the innocent and ignorant peasants of Bengal.
The street theatres generally,carry the social culture and education as well for the audiences a lot.it cludes local folk forms and styles to remain as one of the streangthful medium of mass communication.

Puppetry:- It is one of the most popular as well as adored folk medium, that can attract the children and adults equally. In India,puppetry can be seen in four types or forms.Puppetry is widely seen in Orissa,Karnataka, Tamilnadu,Andhrarajsthan and West Bengal.There are four types of puppetry. Sutradharika ,Rod Puppetry,Shadow puppetry and Hand Puppetry.

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** Strength & Advantages Of Teaditional
Folk Media:-
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Traditional folk media that cover the various performances that relate to express all events and facts,ideas & thoughts of the respective rural society through the presentation in the manner of pleasure & enjoyments.Although,traditional folk media,sya what,are mostly come to us ridiculously or humorously as well.But,it does never mean that the traditional folk media has no effective message,which is incapable to influence or impact the rural audiences.On the contrary,it could be stressfully said, that the traditional folk media can mould or motivate the numerous unwary and illiterate villagers effectively.It cater what for the rural people,are mostly in easy and understandable manner.It apply very common and widely used languages of the respective society which make any presentation understandable quickly. The presentations as catered by the traditional folk media, always come to the rural people in the form of entertainment and enjoyments as well. On the way of giving pleasure and enjoyment,traditional folk media educate the rural illiterates so many,by rendering useful informations regarding healthcare,child& women education,employment and other roundabout, as to make the rural people wary of the present life.As the performers of the traditional folk media,are all concerned to the respective rural society,can present various facts,difficulties,applicable resources for better output and all other ins and out of the society in better manner.So, messages evolved from such rural media naturally,would serve the purpose of numerous backwarded rural people definitely.Beside this, as there is minimal accessibility to the mass media like, newspaper,radio and television in the rural society, so,major people’s interests and emphasis is naturally lying on such traditional folk media predominantly.As the Traditional folk media ,cater its major programmes through ‘face to face’presentations to the audiences,it can command the ‘confidence’ of them as well.It can earn the ‘credibility’ through its live presentations easily from the audience.So,the Traditional folk media take the opportunity of ‘moulding’ and ‘motivating’the rural people,by delivering its’ messages.It is true,that the traditional folk media have significant contribution towards bringing the success of many developmental programmes like ‘Family Welfare’,’Children Education’etc as undertaken by the government of the state.It also have inspired the rural people in adopting the latest techniques in cultivation as well. Traditional folk media thus,can claim to be the ‘mentor’ of unaware and backwarded rural society.Modern mass media today,pay more attention and emphasis on the various enchanting as well as humorous prgrammes all, as catered by the traditional folk media with a view to further presentation in their channels.Presently,the television medium cater off and on,the programmes from ‘traditional folk media’lively. It can be considered as the ‘reward’paid to the ‘Traditional folk media’for their dedication to the rural society people.Traditional folk media have considerable flexibility in comparishon to other mass madia that have.It can introduce any messages instantly,according to its necessity for beterising the presentation,which other mass medium can not perform.Above all,it can impact the audience with an immediate effect through its catered programmes, in exchange of less expenses that it can afford easily.At the sametime,the rural people so,can enjoy all programmes that the traditional folk media provide in dedicative manner.

Role Of Folk Media:-
. Folk media play very important role on the rural citizens of our country. The rural people are mostly, illiterate, simple and ignorant as well,and this is why ‘Folk Media’have come to be very suitable to them all. As the messages all, delivered by the folk media, are easy and understandable quickly as well, So,the villagers can enjoy its presented programm as a whole.Very few common errors that take places in our daily life, folk media oftenly try to to point out those, as to aware through their presentation. Folk media carry a diverse messages,of education,political,social,healthcare and agricultural innovation,as to inform and educate the rural citizens.In the village life,wherethe medium of mass communication like radio, newspaper and television,. Have not been profuse introduced,folk media have tried to compensate such wider incoverage as well as the communication gap.Folk media,as it do not maintain any decorum and well any protected status like other mediums of mass communication have, that allows the rural audiences to come closer to such media considerably well..On the otherhand,the communicator presents the messages,, related to the facts that happen in villagelife everyday. As the major messages in folk media, are delivered in the form of entertainment, to the audiences,who have no experience or any tastes for other types of amusement or entertainment at all like other urban citizens, tend come to closer with such easily available rural media of interests and get themselves stick to its presented programmes all with greater emphasis The predominant emphasis of rural people,has been mostly utilized by the folk media, through their presentation of varied programmes, that contribute to the development of rural sector significantly.it cater so many programmes on ‘family welfare’, ‘adult & women education’ ‘uses of fertilizers to boost the crops production’,’pollio vaccination’etc. so many other issues, with a view to aware and motivate the unwary rural people,as to impulse them to the right direction,in achieving the goals for the development of the nation as well.Although,folk media messages, are insufficient,lack of proper exidence or documentation and indecently catered to the audiences,it appear to be fruitful and exist uptothe mark to the mark of the living standard of the rural villagers or people to persuit their needs and demands as well.




* Utilization Of ‘Folk media’ In Social Change.*
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In bringing change to the rural society, folk media perform what, is conceded significantly. It can act as the mover of ‘rural education & culture’ in one hand, and act as the ‘surveillant’of the rural society on the other hand. The folk media possess wider flexibility (in few cases it maintain well rigidity although ),that determines the viability of this medium for rural communication. As have wider flexibility, the folk medium,can include any facts or event for delivering the same through their presentation, to the audiences immediately. The other medium of mass communication,have no such opportunity or way to execute the same. Beside this,a very quick or instant interaction between the audiences and the communicator,is possible satisfactorily in an easy environment. Such inter-active part done satisfactorily, can command a successful communication which may lead in developing the rural society with the utilization of rendered ideas and thoughts as available from it. The only need, that the folk media , should be improved more its’ ‘quality of ‘messages’, ’selection oflatest issues’ and ‘presenting style& form’over all. Beside these, sense of decency and communicator’s ability to maintatin the balance between the message and entertainment, is necessary utmost, as to make the folk media more upgraded and standardized. The communicator who leads the programme here,would require the sense and awareness of presentable messages based on ‘current interests’ at least. By avoiding ‘vulgarity, impoliteness and reduncy’ in premted messages, rhe communicator would require, a sense of sophistication and perfection in it’s presentation. .
Folk media,as being most popular medium of rural communication system,have mostly been fighting for their existence. Most of them.are economically suffered severely. As, theircatered programmes are neither being sponsord by any commercial organization, nor being commercially paid up (as held in cinema or theatre) by the viewers all, confrontation of monetary trouble, that impedes its’ progress oftenly, is a major comcerned, lying in folk media. So,a greater care and attention,would require indispensably.otherwise,folk media,might loose its strength all,in enhancing the rural culture & education as well as social values and morals.
Moreover, a continuous study and innovation is required from the government of state adequately,for the better establishment of such rural‘ media as it could run strengthfully, which is beloved and adored by villagers all. If folk media,could survive vigorously and could perform strengthfully, then more valueable contribution to the rural society might be expected, that could lead a significant change towards the society as well.

** How To Improve & Strengthen ‘Folk Media’? **

It is needless to say, that the folk media have been appeared and stood as the most important as well as an indispensablemedium for the rural society. It reflect the unwary life-style and inadvanced living condition of rural people,with a view to open their eyes and developing their mind and attitude as well.The traditional folk media speak all about the village life with the aid of their insufficient ability and and poor performances.In their presentations catered what,are conventional and lack many current or updated informations,that do not match to the present to other medium of mass communication can provide to the masses.
Although,soon after the independence of India,in the year 1954, the government of India, established the ‘song and drama division’ with its own initiation and sponsorship,in this purpose. The objectivity of forming such organization, was to facilitiatte necessary training amd education with developed ideas and thoughts in this regard.

Beyond this, the communicator,would require to perform an important role in enhancing the’ ideals and mission’ of folk media, with a view to achieving the required progress and prosperity for the rural society of India.For this purpose, a communicator must be aware of these points, as mentioned below;

(a) He must naintain a balance between ‘entertainment’ and ‘messages’, by avoiding exaggerated content materials.
(b) He should be objective more,rather than descriptive unnecessarily.
© he should be well cautious and keep watch on the current happenings around him.
(d) He must try to improve the quality of messages,that would need to deliver to the audience and should be so, correctly.
(e) Selection of deliverable messages or contents to the audiences,that are available so many,is an important job of the communicator.So,the communicator,would require to perform the same very keenly and competently,with a view to making the applied efforts and time to such presentation,be successful as well.

(f) Communicator’s delivered message, should be concise,specific,objectful and understandable to the audiences over all.

*OvevView On Traditional ‘Folk’ media:- *

The citixens in major, of our country India, have been dwelling in the rural areas,that contribute to a greater part of nation amd its development. We can not deny,that India’s development,is mostly dependable on the progress and development of that greater part indeed. In the matter of urban development, mass communication mediums all,can command a significant role as they play in regular manner. It also our duty and responsibility,to inspire and impulse the traditional ‘folk media,as they might run and play its role bitterly, as to serve the rural masses needs and demands as well. In this respect, the major mediums of the mass communication,would require to highlight the attractive presentations selectively in their own presentable slots or time. More enthusiasm would produce within the ‘folk’ media concerned all.Such enthusiasm produced within them,would lead them further progress with new innovative activities in future, definitely..

**Indian Recorded Music Industry & Book Publishing**


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Introduction:-



Age Of Disc;

Indian recorded music industry,primarily came with the hand of ‘Gramaphone Company Of India’(which is bitterly known as HMV),which started its business operation in the year 1907,with its office in Kolkata. Although, first music song was recorded during the year 1902,in Mumbai. It is true, that Indian recorded music industry got a breakthrough,after Indian ‘talkis’ ,came into the film world rovustly, in the year 1931. Gramaphone Company Of India, have dominated the Indian music market,for a long period of time.

Formerly, recorded musics were available in different types of discs like; Single Play (SP), Extended Play (EP),33 RPM and 78 R.P.M.(Long play). Many years after independence, in Indian music market,Polydor and INRECO,another two companies appeared in the year 1969 and 1973 respectively.Beside this,a few number companies like EMI, Hinduatan Records,etc.also had sound involvement in the market of recorded music.



Age Of recorded Cassettes & Compact DiscL-



Recorded cassettes came predominantly in Indian music market, during the decade seventy.It is all but true, that the arrival of recorded cassettes have replaced the uses of older discs. Recorded cassettes, could impose or record many more musics than the older discs that we had. Not only that, the musuc cassettes have greater abilty in recording musics many more in numbers as compared to any older disc,but also, it is less expensive than any disc.So,the market of cassettes,remain alive still now in the present ongoing market of compact discs (CD).

Compact disc, came with the latst computerized technology,where more space could be allotted for recording more musics or songs thant that of cassettets.A cassette,that can provide maximum 90 minutes program in all respect,where a compact disc can afford more larger programme than a cassette anytime with greater quality of sound and melody at least.Presently, any music market in the world, is largely based on the uses of compact discs.In India, the uses of compact discs,diffused extensively at the end of the decade ninety.During this period,the cost of CD players began to decline,which existed as affordable to common people.

Although,India possesses, a big market ,but commercially it is not so highly compareable to globalstatus.The sales value of recorded musics in India is less than 2% of total value that globally held.





Remixing or Re-recording:-

An old recorded music,which is still popular as compared to the earlier,is re-recorded to suit the needs and interests of the present music lovers as well as to achieve commercial gain from it. Remix or recorded albums,are generally articulated, by keeping the ‘lyrics and tune’uninflicted.Only the whole is served by punchin a new beat in addition,as to flavour with a new taste. The music lovers of present generation,have been swallowing these new style of presenting the old film songs and others of higher popularity gained already in earlier days of the decades 50’s to 80’s. Remix album is prepared in two steps,as follows;

(1) Re-recording of rhythm track.

(2) Super-imposing of vocal track on it.



The crazy market of ‘remix’ albums,began in the decade of eighties and flooded in the decade next nineties.There were so many manufacturers,who intended into such gainful production of remix The practices of ‘remix’ or re-recorded’ cassettes or compact discs although ,have been able to suit the needs of manyone music lovers in India, but the tendency of presenting newly created songs or other musics,has considerably been interrupted.



* New Wave (indi-pop) In Indian Recorded Music* ;-

A new wave came in the mid nintees, that has striken Indian film songs and other musics as well. Indian pop has been punched with western,style and rhythm, as to present it with a new taste nd flavour to many music lovers. This newly presented (indi-pop) style,has considerably hit the market well,and has appeared to be an unavoidable challenge to the ‘film songs’ indeed. Such indi-pop songs,unveild first with an album,in the title of ‘ Made In India’, sung by Alishs Chinoy. This album did stir the recorded music market extensively, with the selling of 2.5 millioms of coppies. Then another hit album, ‘Bolo Tara Ra Ra’, sung by Daler Mehndi,attended the selling figure of over 1.5 millions coppies.Thus, indi-pop rhythm, went on vibrating predominantly across the country,that appeared as an growing challenge before the film songs and other musical songs as well.According to sources,indi-pop songs enjoy over 35% share in Indian msic market.Although, hindi film songs,continue its progress,in such competitive environment prevailing in India. Beside such tough marketing situation, the hindi film songs of ‘Hum Hai Apke Koun’ and ‘Dilwale Dulhanya Le Jayenge’, could pick up their selling figures of album over 10 millins of coppies. It signifies, that hindi film songs are still popular and also, able to grow and maintain interests within the millions of music lovers as well.



** Book Publishing:-



A long back history, of over 400 hundred years,that India continues to carry on, in the world of ‘Book Publishing’. In the year 1566,India experiencedits first publishing works at ‘Goa’,. beside this, ‘Chennai’ and ‘ Shreerampur’ (In Kolkata),can claim such publishin works at the same time. Later on , ‘Shreerampur mission press’,published over two lakhs of coppies in numbers of fifty different languages.Bu, India, as being a vast country with larger populations of 18% of the global,can contribute just 3% of global book titles. The print order is also, very miserable ! If the text books are excluded, the average print- run lies within 2000 copies only, where, the world average goes beyond 16000 copies.

In the segment of book pubishing,the important elements are

1.Author or Book Writer.

2.Publisher

3.Printer.

4. Distributor

5. Book Sellers.



The scenario of Indian book publishing industry,is not so highly recommendable. In India, we have so many readers or lovers ofIndian books,which does not reflect the soundness of this industry at all. In this segment of book publishing,we often follow the poor economic condition of those who are seriously involved with such great works of educating,informing and motivating the citizens of India. It is dismal,that the ‘auther’,who is the ‘basis or initiator’ of the total works of book publishing,can enjoy a very little of monetary return from such entrepreneurship.Practically, the book industries all most,are in going with few inherent trouble and quietly unable to transcend the present competitive situation overall.

Although,from the end of Indian government, a few recommendable strides,that have been taken for overcoming such awkward situation in the book publishing sector as well as to bring possible development in this regard.

The ‘National Book Development Board’(NBDB),was set-up in the year of 1967,with the objectives,to bring further development and momentum in the book publishingsector. NBDB,with a better and well organized set-up,appeared in the year of 1970,where beside the government delegates,authesr,book publishers,Printers,Book sellers and non governmental agencies,were included for its (NBDB) higher performances and achievements in the total networks of book publishing.

National Book Trust (NBT), was constituted in the year of 1970, with a view to produce and encourage the production of good books in literature in different languages, as to make those are available to major libraries,and other educational institutions also. It aimed at making the book industry more stronger,by allowing subsidy to them. NBT,organizes ‘Book Fair’, both in national lavel as well as regionally,as to enhance the people’s interests and emphasis.on book reading.

Publication division of ministry for informations and broadcasting,takes the responsibility of production ,distribution and sale of books and journals of national importance,with a view to extend the dissemination of valuable and important informations to the Indian citizens as well as foreigners.



**Directorate Of Field Publicity (DFP):-



‘The Directorate of Indian Field Publicity’,has its headquarters in new Delhi and has so many regional offices lying in different state capitals across the country.It is a massive as well as active organization which act throughout the country,and considered to be the best inter-personal communication medium for the millions of the country people.



The organization DFP,try to reach and contact to manymore individuals as fer as possible, with its formed units or teams, being equipped by competent personnels and useful materials. The objectives of the units are,to inform as well as aware the major people of the country of the plans,programmes and decisions,as undertaken by the government for the their benefit.over all. The units try to highlight all about it , with the help of conducted seminer,discussion,audio and visual presentation,songs,drama,questioners etc to the people.



The directorate has 22 regional offices other than its headquarters and 273 units,which are working mostly in border areas as well as other places in our country.The main objectivity of DFB as a whole,is to generate awareness amon the people of backward remote places,about the plan,programmes,measures and decision of the government,in order to facilitating their life in better manner,by utilizing the same available to them. The units are well engaged as well as encourage the discussions on any other specific subjects like healthcare,chidren education,self-employment and agriculture etc.They provide the updated informations and indicate the possible ways for solution to the unaware people. Moreover,in the development programmes of the country,the people at large,are called into participations with their active involvements in such greater part of the nation.



Outdoor:- Beside the existin robust mediums of mass communication ,being operated organizingly, like print,radio,television and cinema, an extensively used medium for publicity, is ‘outdoor. It ’works effectively, as suitable medium of communication for the major illiterate and poor people of our country,who have no such widely access to print medium as well.as the television. Outdoor publicity generally includes,the display of different types of messages for different purposes,as to communicate larger part of the populations of the country.Through its all messages rendered, outdoor publicity intends to aware as well as to inform a large number of people,being displayed at so many prominent places or spots,where possible crowding could be held.We can experiencesuch outdoor publicity at rail station,bus terminus,cinema hall. Near the court premises,hospital etc,wherethe congession of a large number people,that could be expected to go through the messaes, as displayed by the outdoor publicity.

The messages for outdoor publicity, are generally displayed, as we see on the ‘hoarding,’signboard’ ,’glow & neon sign’, ‘ ‘cinema slides’ ‘kiosks’even in the form of printed materials on paper like pamphlets,handbills,brouchers etc Practically,the messages for outdoor publicity,appear to the public,in brief,and easily understandable manner.Moreover,the messages are presented in attractive form accorded with choosy languages,letters and sign or pictographs,that could be widely acceptable to the viwers all. Outdoor publicity,can draw the attention from both literate and illiterate people as well.In India and other country also,where outdoor publicity can serve the purposes in manyways like the publicising of any unveild products or services of any company or any other organization, even any important messages in the form of ‘alert or warning’ or any renderable important messages of development of the nation ,on behalf of the government of state or country, are widely spreaded through this means of outdoor publicity.

Print Medium; Press:

.5.1, Introduction: The word ‘press’ is usually meant by the printing press. But in the greater sense ‘press’ implies the combined activities of journalism and systematic publishing works of newspapers, magazines, periodicals,journals,books and others in the printed form. Thogh customarily,newspapers hold the title of ‘press’enormously in potential manner as well. Press render what to our society through its printing works furnished with journalistic activities, are informative ,educative,entertaining and suggestive. Press impulse our society by providing necessary updates regarding the surroundings.Press carryas well as represent the nation’s portrayal as being accountable and responsible print medium to the civilized world.5.2 Newspaper and its evolution in India: Newspaper can be defined as “any periodical printing works containing public news and comments on public news”. Newspaper provides not only informations on any fact or event,but also caters these in descriptive manner or in the form of detail statement furnished with pictures and colourful presentation. Moreover,newspaper highlights any important isses on either national or international topics through its editorial, indepth analysis and in other form of features and articles. Newspapers act also as the bridge between the nation’s rulling government and the people of the nation, as to transmit or exchange informations from either sidewith a view to aware,to instruct or suggest both on any particular issue or event. As the necessary measure or step could be taken by anyone or both in this regard. Newspaper is an adorable medium and can be used as reader’s convenience. Newspaper is presumed to be fare and impartial in dessiminating the news as compared to other medium like radio or television.The English language newswspaper was printed and published first in Calcutta on 29th January 1780 known as ‘Bengals Gazatte’by Augustus Hicky. With the entrepreneurship of such person of British origin,made possible the people of India to experience the taste of newspaper with the British infasted users. Though the newspaper was not found in a regular process of publication and would not follow or maintain the minimum ethical codes of journalism.It was full of stories and gossips to entertain the British elite class covering few activities of the officials of the ‘East India Company’.The newspaper ran for twentytwo months only and ended in march 1782.In a regular way, Raja Ram Mohon Roy published newspaper in ‘Bengali’ in the year 1822 with the journalistic views and objectives. He was the pioneer in language newspaper publishing. He is conceded to be as the father of Indian regional language newspaper.5.2.1 Growth And Expansion Of Press:With the application of advanced printing technology, a revolutionary change that has taken place in every segment of print media. During the eighty decade, we had a lot of beautiful magazines, periodicals, journals even newspapers available in the market. The major of them were extensively diversified with glittering printing impression and stylish typography, excellent picturization, nicely layout with colourful presentation and fine paper that never we had before. Being equipped with such attractive and appealing get up, print media were able to find its place on the table of many’s drawing room strongly. Newspapers of today, are providing a lot of varieties news,features,indepth articles, sportsnews widely,businessnews ,education and careernews,fimnews as well by allotting a numbers of pages in affordable price to the readers. Almost all, modern newspapers are uniquely presented to the readers with greater attraction and excellence.5.2.2 Number And Circulations Of Newspaper:India consumes 99 million copies of newspapes as in 2007 and is considered to be second largest market of newspapers in the world as in the year 2008. The expansion in readership is due to literacy growth, affordable price of newspaper and above all, increasing appetite for news and informations among the people. In 1950 there were 214 daily newspapers, with forty-four in English and the rest in Indian languages. By 1990 the number of daily newspapers had grown to 2,856, with 209 in English and 2,647 in indigenous languages. The expansion of literacy and the spread of consumerism during the 1980s fueled the rapid growth of news weeklies and other periodicals. By 1993 India had 35,595 newspapers--of which 3,805 were dailies--and other periodicals. Although the majority of publications are in indigenous languages, the English-language press, which has widespread appeal to the expanding middle class, has a wide multicity circulation throughout India.There are four major publishing groups in India, each of which controls national and regional English-language and vernacular publications. They are the Times of India Group, the Indian Express Group, the Hindustan Times Group, and the Anandabazar Patrika Group. The Times of India is India's largest English-language daily, with a circulation of 656,000 published in six cities. The Indian Express , with a daily circulation of 519,000, is published in seventeen cities. There also are seven other daily newspapers with circulations of between 134,000 and 477,000, all in English and all competitive with one another. Indian-language newspapers also enjoy large circulations but usually on a statewide or citywide basis. For example, the Malayalam-language daily Malayala Manorama circulates 673,000 copies in Kerala; the Hindi-language Dainik Jagran circulates widely in Uttar Pradesh and New Delhi, with 580,000 copies per day; Punjab Kesari , also published in Hindi and available throughout Punjab and New Delhi, has a daily circulation of 562,000; and the Anandabazar Patrika , published in Calcutta in Bengali, has a daily circulation of 435,000. There are also numerous smaller publications throughout the nation. The combined circulation of India's newspapers and periodicals is in the order of 60 million, published daily in more than ninety languages.There are three categories of newspaper viz; big, medium and small in which all significant newspapers can be distinguished.Big Newspaper; Over 75000 numbers of circulation are considered to this group. We have such 136 newspapers in India.Midium Newspaper; Circulations over 2500 nos but below 75000 nos are considered to be medium category newspaper. We have such 330 newspaper in our country.Small newspaper; The numbers of circulation belong to this group is below 2500 nos. There are 3528 nos newspaper in this group in India.The ownership pattern and control over the Indian newspapers are mostly held and operated by the individuals followed by the society/association,firms/partnership,joint stock company and others. About seventy percent of total Indian newspapers belong to the group of individuals. Similarly, society/associates hold 15%,firms/partnerships hold 5% and so on. Now we see that the market of newspapers, is under the grip of ‘Monopoly’. Diffusion in ownership patterns of newspapers, is necessary for healthier environment in the field of journalism.## Indian newspapers are enjoying enormous liberty in exercising their journalistic role and activities, by disseminating all kinds of news as well as their views and opinions in liberal manner.5.2.3; Characteristics of Newspaper:The main characteristics of the newspaper as compared to other media, is its extensive coverage of news in variey. Newspaper generally takes to its account many more importantant issues of national and international both, as to enlighten before their readers in descriptive manne .The newspaper publishes the vital issues or any in-depth matter through its editorials and opinions on the particular pages allotted specially for this purpose. Features and articles are published regularly in the newspaper. Beside this,economy and business news, sports news, science and technology news, news on weather and so many different types of news are catered by the newspaper in attractive manners. The news in the newspaper, is retainable and can be read or used later on as reference or documents. The news paper can be used or enjoyed by sharing with other in relay process. A person who can’t afford any newspaper,may have the scope of reading afterwards by sharing with other who can afford it. Newspaper allows a special opportunity to the readers to read it at anytime,anywhere according to readers’ choice or convenience.National newspapers are emphatically inclined towards catering urban news profoundly.There are lot of useful news remained unpublished on rurals in those papers because by and large newspaper organizations are established in cities or big towns. A small numbers of rural newspapers are trying their best in this regard, but they are not so competent in publishing all the necessary news on rural matters. Newspaper still deserves the creditibilty and respectability in our society.5.2.4; Organizational Set-up Of Newspaper;Most of the newspaper organizations either big or small, are professionally managed and handled by competent management wings to cope up with the existing rigorous competition in the market.There are different types of organizational structure are laid down that vary organization to organization to serve the own purpose.Over all, the major portion of newspaper enterprises have been following by taking to their greater consideration of such four important segments which can persue or fulfill the objectives of the newspaper organization. In some cases such consideration may differ accordingly which can depend on the size or sales volume of the respective concern. The segments are being departmentalized as follows: Editorial;, Production; Business and Administration.Editorial Department: The editorial department is considered to be the ‘heart and soul’ of any newspaper organization and that carries the successfulness and glory of the organization as well. The success of any newspaper concern depends upon the effective,competent and promt operations of the editorial department.The editorial department generally consists of three types of sectionized activities are as follows;News Room; This section collects and receives different different types of news or reports for further processing as to finalise for printing. So serious attention as well as special care is paid to every part or step on the way of finalising for presentation to the readers.News Gatherings; This section receives various news or reports from different sources like news agencies,correspondents, reporters or stringers with a view to store or gather for future uses. There are different categories under which news are segregated which are arranged by this section. The types of news are political, business and ecoomy,sports and games, science and technology, health,educational, social and others. Newsgatherings is a depot of several news or reports from where newsroom chooses and selects any news for making fit it for reading to the readers. Throughout the day, flow of news are likely to be coming in the newsgathering for retaining or preserving the same in secured place like computer specially allotted for this purpose. Daylong the computer keeps all types of news or informations in safe for retrieving all in future as to forward those to the desk for editing and final selection for presentation.Opinions And Views; The entire section is under the responsibility of editor.Because The editorial punlished in the newspaper that reflects the opinon or views of the organization on any national or international issue.So editorial must be in line with the policy of the publication company. Serioua and important articles on national or international issue are also published in the newspaper in addition to the the editorial published.News Editing: The most important task,as performed by the editorial department.under the supervision and control of the chief editor/editor.The chief editor/editor is always assisted by few numbers of sub-editors. There are several types of news or informations available from the newsgathering, which are being selected as well as processed by the sub-editors to give those news or informations proper shape under the final approval or consent of the chief editor or editor. According to present practices,there are several editors of special category like political editor,sports editor,business editor and so on, who have been engaged to look after those specialized areas for betterment and attractive presentation. News editing is an extraordinary powerful art or technique, tha can wield any good writings with a view to reconstruct after some alternation like elimination or addition as to increase the value of writings more in the sense of meaning, attraction and feedabilty to the readers.Production Department:- This department involves a greater part of any newspaper organization which starts with the composing of letters, layout and designing, page setting and finallyends with the printing of newspaper. In between this tiredless process of works,few more other responsibilities are performed. To keep the entire system of this department in regular condition,technical and maintainance wings are incorporated with it uninterruptedly.Business Department:- This department takes the greater care of all kinds of revenues earned through the selling of news papers, selling the space for advertisements. It also looks after the dealers’ commission which is payable for newspaper selling on behalf of them. This department searches and initiates further scope for fiscal gain within the concern by undertaking new and special drive. The business department pays alltime attention towards the economic growth of the concern in terms of boosting the selling of newspapers.Administrative Department.:- This department is occupied with looking after so many important matters like personnel, distribution or transportation of newspaper properly, appointment of new dealers for selling newspaper and others. It looks after the sensitive personnel affairs like recruitement, gradation of working personnels and their benefits as well.All types of grievances which appeared from the working staffs and employees, are competently mitigated by this department. It also extends greater efforts towards facilitating the distributing system as to reach the newspapers in remote or any interior places conveniently.5.3; New Trends In Press:- With the advent of new printing technology, a revolutionary change has been prevailing phenomenon that could be followed in the field of press works. At present, electronic typographical layout and designing, letter implantation and graphics as a whole, has brought a new lavel in the area of pressworks. Todays newspapers,magazines and periodicals are more brightand glittering than earlier we had. The presentation of newspaper headlines and other noticeable news are very nicely printed through different types of letters accorded with multicolours, excellently allocated boxex and tabs and splendid photographic impression. Present magazine and periodicals are too much allureable and eyecatching to the most of the people,who once turn their eyes at those magazines and periodicals, are induced to grab it for its own possession. The cover pages of magazines are so attractively designed with colourful letters and enchanting photographs, that no one can surpass It of without having it. Modern printing technology aided by computerized typographical representation have allowed such upgradation in publishing houses as well asensured qualitative products for the readers in a new style. More investment in publication area, has boosted the prices of present magazines and periodicals. A hard nut to crack competition and speedy commercialization, are prevailing phenomenon that everywhere can be experienced by us today in publication sector as well. To meet the present challenges, the publishing houses are engaged in devising so many ways, as to increase their readerships significantly. Publishing houses are intensifying their all efforts to gain the economic viability as well as independence. In doing that, themajor publishing houses are sidetracking the mission and vision of journalism.Except few ones, the major portion of magazines and periodicals are inductive as well as seductive. Contents of magazines and periodicals are indeed of cheaper quality, and that have neither good objectives nor bearing any morale or ethical values. With a view to boosting the selling of those magazines and periodicals, such resort to provocative journalism has oftenly been taken allegedly and extensively. Beside this, professional suffocation and pressure have always been dominated the journalists from revealing the truthful reports in complete manner. Contracted journalism has been entertained by the editors who wield the contents by cutting or making up for presentation to the readers. Political and commercial impacts are being avoided by this type of contracted and depraved journalism with a view to keeping the interests of the owners of the business houses ultimately. It is the reality today, that modern journalism is engaged more emphatically in amazing and pleasing the most of the readers rather than allowing them to confront the bittering truthful report in complete sense and realization.5.4 The Role Of Press: The press plays an enormous role role on behalf of our society. Ceaselessly, it keeps a close look on our society as ‘watch-dog’. Press always, pay attention and focus the required areas of the society where possible changes could be brought down. Any disordering situation that can oftenly take place in our socity i.e. politically, economically,educationally,judicially and other in so many areas, are instantly highlighted nationwide through the keen activities and competence of the press.Basically, though the press play the key roles for the society, are: (a) Providers of abundant informations and news. (b) Entertainers of amusement and pleasure. (c) Builders of institutions. (d) Furnishers of different channels of expression and interaction. (e) Motivators of new perception and idea on economy and development in the changing scenario of the society. (f) Shapers of future for the nation. (g)The press act as the most successful narrator and the best relectors of our society by presenting all types of so many events that are oftenly surpassed or overlooked by the people of the society. Press breed ‘consciousness and sense of responsibility’among the people of our society through their proper presentation and in-depth analysis. The press also, in the nick of time, bring into light every needful matter of our society, with a view to raising discussion and debate nationwide for deriving the best possible solution. The press can mould as well as constitute the attitude, culture, opinions, and views of major population of the country. In an environment of democracy,the press take a greater initiativeas well as leading part for better implementation of so many developmental works or projects those have been undertaken by the government of the state, by pointing out the errs held within the administration or in authoratitative action as to achieving the best possible results in this regard.The press, overall exist as the unwritten custodian, to look afer all about the matters those held in our society.,and act as the well- wishers of the society through its’ tiredless surveillance and advisory role that help the society to move ahead in system and order with a view to securing the desired development for the society.5.5 The Present Status Of Press:-The press at present days, are enjoying a special power in our society both economically and socially. Press today, have occupied highly dignified and powerful position within its’ range of activities in our democratic society. Pres today is not merely a publishing concern. It hold invisible power that oftenly been rewarded by our society with due respect.The big houses as well as the midium newspaper organization, have been residind on strenghhful and stable economic basement. Both big and medium newspaper concerns are economically independent and flourishing smoothly in stable manner. Both of thise two types of organization, have been collecting revenues through advertisement in increasing order day by day. Both of them are holding a control over ‘Ad market’ satisfactorily in gaining the the economic viability as well.But, the condition of small newspaper organization, is disappointing and helpless too. The major number of newspapers have been facing severe financial trouble to run their existing dealings in proper ways or means. All this small newspaper concerns are quietly unable to combat with the present competition. Lack of sufficient working capital,the small newspaper enterprises are unable to adopt the policy of modernization for the betterment of their newspaper publishing. Without having advanced technology applied to their industry, the small newspaper groups still can not embroaden their readerships as well. Their newspapers are not so nicely printed with attractive exposures.The dissemination of news in vaiety of interests or in extensively published, are not available in those newspapers.naturally readers interest can not be preserved.


5.6 Professional Discipline & Ethics Of Journalism:

In the democratic environment of our society, the ‘press’ as well as every other ‘media’ can enjoy their right to ‘freedom of expression’ profusely in exercising the role of journalism, by saying, writing and visualizing any important matter of public interest before their audience or users.. But beside this, it is experienced also that,few newspaper organizations or other media concerns have been deviated from the right track of journalism allegedly as well as intentionally, as to fulfill their own interests.Such deviant mass media concerns are utilizing their ‘privileged power’ which has been awarded in an environment of democracy, in negative mannerin the sense of retaliation or gaining advantages in our society by humiliating the morals and ideals of journalism.

The first press commission that was constituted in the year 1952,proposed to form a press council which would be a regulatory authority to look after the activities of different newspaper organizations including other media concerns. The press council is such authority which governs every media concern as it may not indulge in anykinds of negative or provocative journalism. Press council acts as a competent authority to restrict or censoring any malpractising media concern. Press council concedes as well as urges the press and the other mass media concerns to do whatsoever for the public interests and benefit as well.Press council has laid down few rulls and guidelines which is ased on its principle and decision undertaken by its governing bodies which are subject to change or amendment time to time as the situation arises on.



The most important dicision of press council that imparts as follows; It is the duty of press “ to serve the people with news,views,comments and information on the matters of public interests in fair, accurate, unbiased,sober and in decent manner….Publication of inaccurate, baseless, graceless,misleading and distorted materials should be avoided”. The second important inclusion is that the newspaper must pubish any defamatory or libelous materials against any individual or organization unless it is required so, for the public interests as well as for the sake of nation. The press council also has forbidden any intervention or intrusion on personal affairs or privacy of someone or any organization unless it is essential for the sake or interest of the public.The press council also suggests not to indulge and encourage any matter by pulishing that may bring any damage or harm to the state or society by humiliating the rights of individuals, the social harmony or order.Even also it is suggested that press should not resort to any vulgarity and obscenity throughtheir indecent presentation.

5.7 The Status And Role Of Different Classes Of Newspaper:-

National Newspaper: This group of newspapers have an extensive coverage of news on both internationally and nationally. National newspapers do possess a very strong and srengthful journalistic activities as well as wider communication tie-up with different news agencies and organizations globally.They commands and control an well devised journalistic networks throughout the country and internationally.They enjoy a lion’s share of the advertisement in the market as revenue in comparishon to others.National newspapers are so economically viable and can dominate the market considerably high.But this group of newspaprs generally avoid and surpass manymore local or rural news which are needful. National newspapers are intrincically interested in catering urban news profusely as they are located in all metro cities of the country.National newspapers generally, fail to preserve their responsibilities in highlighting many matters of deprived rural citizens of the country.

Regional Newspaper:- The regional newspapers are printed in different regional languages and published from all the big cities of the country.This types of newspapers have a combined coverage of news including both urban and rural.matters.Regional newspapers are,as written in regional languages ,plays a commandable role throughout the region in espanding their readers significantly. It ecourage as well as contribute to the enhancement of literacy through their publishings in different regional languages.This group of newspapers are economically independent moderately as they collect handsome advertisement as revenues as to run their workable condition satisfactorily.Regional newspapers are performing well in catering various news covering nationwide events.It also include in their publishings so many events pertaining to rural are as to encourage rural citizens as well as to meet the needs of rural readers.

Rural or Local Newspaper:- The status of the rural or local newspaper, is not so well as compared to others like national or regional newspaper. Major of them, are economically suppressed and are running in very miserable condition.They are publishing newspapers by adopting old printing techniques rather than adopting the present advanced printing technology as oftenly applied in both national and regional newspapers. For this reason the local newspaper organization can not combat with present competition in keeping the interests or attraction of the readers. But they perform a greater responsibility in highlighting all ins and outs of various rural events to their readers.They publish every acute problem of rural citizens as to draw the attention of state authority with a view to find the necessary solution for the same.Local newspapers act indeed comittedly, as the selfless advisor and tiredless watchdog for the rural society despite having poor earning and collection of revenue from advertisement.

5.8 The Future Of Press:-

In the presence of other potentialelectronic media like radio and television, press will be existed as strong as well as most demanded media to the larger portion of the media consumers. Press have been establishing its ground firmly through its innovative developmental measures adopted day after day as reach manymore readers strengthfully.Today’s magazines are large occupying the place of many’s drawingroom teatables.The allurable and excellent get-up of major magazines, have compelled many readers to stick with using these at least once. There are fewer ones among the literate persons or the readers who can avoid or surpass such attractive magazines without turning its pages after looking at its’ appealing cover pages. Although the price of magazines have considerably been increased that have brought constraints to the readers, the intimacy of readers with the costly magazines have not yet been thinned at all.

Impact Of Mass Communication.

4.1: Mass media are constantly engaged in our society with a view to inform,to educate, to entertain,to share and exchange ideas and thoughts, to promote culture and different products or services for their greater marketabilies. The ‘messages’, produced by the mass media for performing their different types of functions, are stimulant which stir and react the mind of the audience who consume it. The change in the attitudes or any other behavioural changes among the audience, have been followed by us which are tangible significantly. Such changeable effects are seen among the audience that vary medium to medium accordingly, as used by the audience. Because print,radio,television,film and other types of media have different characteristics. With such distinct characteristics, those media can influence the consumers or audience in different manner.

Genarally. Print media provide enormous informations relating to the surrounding happenings of our society. Radio as being elotronic medium, provide diverse programmes covering information,amusements and education. Again television provide huge quantities of amusement and entertainment.Presently,television has turned to be well accepted and widely used by the audience due to its unique audio-visual ( i.e. dual presentation at a time) characteristics. Film,generally provides us entertainment. Beside this, film sometimes provides educative or reflective contents to the audience. So the contents derived from the mass media as outcome, possess the ability to impress or influence the large number of audience which ultimately create such environment where the changing mode of socity can take place Mass media have been engaged in shapping,moulding and motivating our society as to bring certain change or progress in our culture and curtsey. Mass media obviously embeed impact on our socity.

4.2: Impact of Mass Media;

According to interactive perspective,as proposed by the communication expert and critic Denis Mcquail, mass media have established a significant relationship with our society.Such relationship has grown with the different activities and services as rendered to our society by the mass media. Mainly,mass media act as the moulders as well as the reflectors of our society. Mcquail said also that,the mass media are ready to respond to every demands of the society.mass media avidly try to fulfill the major needs of the audience by providing innumerous materials; contents of diverse.Though basically, mass media provide ‘flooded informations’to the society as to make aware of round about the world,that facilititate to judge any needful matter ones and finally to take step or any dicision on the said issue collectively. Mass media can organize the people who expose to the media in regular manner, in taking decision towards any social problem arisen.

The present communication scholars and researchers are not restraint to concede that, there may have any direct impact of mass media in our society. Conversely they deny such possibility of direct impact that the mass media do have on our society. The said researchers point out on the two theories of communication those we have come across earlier. They want to stress on the ‘Individual Differences’ and ‘Personal Influences’ theories particularly, where mass media fail or show their inabilities either to influence or to control the audience at all. The mass media in such cases, exist as dependant as well as dominated by the audience. Here we experience, that the audience are out of influence or impact that the mass media can produce.

Considering those two theories, we can not avoid or deny the impact of mass media in our life. Eevery steps in our daily life,we can update ourselves, to facilitate all kinds of our activities and performances, being accorded and equipped with informations and guidelines available from the mass media. Mass media act as the catalyst, that help to happen the needful effects for the society.

4.3; Mass Media Effect On Our Society:-

The progress of any society depends on adequate informations available in diverse, that it can utilize well purposefully.The mass media can only provide such ‘flooded informations’, to meet the necessary demands,as produced by the society. Mass media deserve such competence and ability, in disseminating various useful informations which lead to bring or create the changing environment that comes,in facilitating way or manner as the effect on the society. Information is power which enables mankind to act more powerfully with proficiency, if it is properly utilized in our daily working life. Prior informations availed, oftenly lead the human beings, to handle a major number of problems satisfactorily. In any country, respect to its developmental works as undertaken by its government of the state, would require inevitably the mass media assistance and accord with a view to achieving its objective or goal. Because,the mass media,with their tiredless efforts and activities, organize the larger portion of populations, to take part in the developmental tasks of the country by providing necessary education and ideas. Thus the mass media can inspire and motivate as well huge numbers of people to to take active part with such greater developmental works for their country. Beside this,in abolishing superstition from our society, mass media have played unique role which can not be denied.During disaster or in any communal violence that erupted in our society,mass media have always extended their hands with the government of the state, in handling such problems with their adequate informaions.

There is no such specific yardstick to poise the effect of mass media on our society. Mass media effect can only be experienced and realized, through keen and transparent ideas indepth on it and having a close look over the society from different angles and views. Moreover, assessment must follow the social changes or trends, considering the points like culture,education,awareness,standard of living and security etc, as to weigh the effect of mass media on our society.

4.4 Impact Of Different Mass Mmedia

Impact of Press; The press that is the pioneer medium for the mass in the communication system. As this medium is exted early as compared to the other medium, enjoy wide popularity, predomnance as well as greater acceptance from the mass media consumers. The press have always been considered to be viable and credible medium to any government of the state regarding share and exchange of informations in between them. The press looks and focuses on every nook and corner of the society that has allowed as well as enabled it, to reach widely to the people of the society. The press is engaged on highlighting major problems and difficulties relating to the society with a view to finding certain solution or way for it. The people of the society can understand clearly all about the social affairs and judge wel also, in the angle of this medium that it looks , by consuming it. The press, basically consists of newspaper, magazine,periodicals, journals and books.As per studies,the number of newspaper publications have been uplifted by seven times, while the circulation of the newspaper have jumped to ten times during the period of last fifty years in India. In India,it has been studied that ,the rural people read newspapers aand other magazines in relay process i.e.lending from the purchaser.The press is the most reliable and retainable medium still to the Indian readers.All the events that take place in our society, are duly reflected by the press in the perspective of politics,economy,sociology and education. Both of the rural and urban people are equally being equipped with the useful updates as provided by the newspaper.

Impact Of Radio :- Radio is the most intimate medium which can be used anywhere at anytime without any barrier that other mass medua confront usually.The radio provides a diverse programmes like news,entertainment, education, games and sports in live,drama etc.Radio is still now used as an indispensable medium by the government of any country in the world as to flash out the most important news, respect to the government decision,disaster alert,emergency both external and internal or others. Radio is an affordable medium, that major populations of any country can use despite proverty,illiteracy or any other constraints. It can be used without being engaged individually.Radio is responsible for enhancing the rural ideas and thoughts about the present world. It has taught the farmers that how to cultivate by applying the latest techniques as to achieve higher productivity as well as to minimizing the cost of production. Radio has performed a unique role to make the rural people, to be aware of their health and birth control, children education i.e. going to school by the children largely and other developments. Rural culture and rituals have been oftenly encouraged by the radio. The drama and folk songs,are usually catered by the radio that reflect our social context ,moral and ethics as well. Radio is a distinguished medium, that provides very nice and transparant programmes in diverse for everyone.Presently, radio has come closer to the community and has been operated wth its local establishment with a view to more participations from local areas.Such radio station existed locally, caters local news, views,opinions,culture trends and all about the surrounding areas of interets. Such progress of radio,has increased the relieablity of local people on it largely as well as ensured the credibility of radio to a greater extent.


Impact Of Television. :- Television is the moat powerful medium among all others medium today. Aided by a combined technique of audio and visual presentation that television provides to its viwers or audience,has made it unique as well as widely accepted.in the world. In general visual presentation is attractive to anyone that helps to memorise any contents or messages easily than any other presentation provided by the other medium or channels of mass communication. Beside this,audio-take in compliance with the vedio presentation,makes the contents or messages more sensitive and comprehensive as well. Basically television medium have been engaged in entertaining its viewers or audience largely.Television can show the people of the society extensively how they look and pay attention over our society. The television possess the ability to generate strong activities and opinions among the massive viewers through ther pictorial presentation in regarding social facts,disorders and and developments. The live programme on any foreign deligate’s arrival to the country, games and sports and other particular programmes, are usually catered by the television to satisfy its innumerous audience. Moreover so many serials,films,musical programmes are catered regularly by the television.The contents generally delivered by the television,are reflecting the higher lifestyle of elite group which does not comply with the lifestyle of average larger population.This imbalanced portrayal of our society which lacks the truth , does have no meaning to our real life. This deceptive and allurable presentation of the television , generates turmoil and imbalancement among the youngers, in attemting such higher attainment which is out of reach practically in our ordinary life. Present television programmes are not good and suportative to the younger generation and are causing to daviation or deflection from thejr usual life.Beside this,due to prolonged catering of crime and violenct programmes have been encouraging social disorder and anarchism. It can not be denied that, with the advent of television particularly after the cable television has come in to being in our society largely, we have experienced that, the number of cases of crime and violence have been increasing.day by day.Television,as being a predominant medium in the mass communication system, enjoying larger commercial opportunities and advantages from the business houses through catering sub-standard programmes as sponsored by them, with a view to increasing their revenues. Television medium are avidly engaged in earning money in lieu of loosing its morals and ideals that it should carry and maintain for the sake of our society. Television medium have been indulging in catering unfair and undesireable contents or advertisements with nudity of women profusely.

Impact of Film:- Film is very attractive medium to a larger population , that provides basically enjoyments and amusements as well. It is still the prime medium for recreation and pleasure to the thousands of rural people. Film not only provides recreative contents to its viewers,but also reflects the themes regarding the common people’s life, social values and morals.Sometimes it also caters educative and developmental contents that come to be beneficial as well as inspiring to many of its viewers. Film, as being widely accepted and enchanting medium, can influence a larger portion of spectators in moulding or changing thie attitudes or opinions as well.

But it can not be denied, that the film medium, are now mostly emphasizing on earning quick and larger profits by producing inferior quality copy of cinema,which are illdecorated by sex,violence and dreadful crimes undesireably.Today,major contents of cinematography, are infused with indecency in exaggerating manner to induce larger viewers. Moreover, major scripts of the film, are displaying the status of the elite groups of the society that do not comply with the common people’s life. The status and lifestyles which are shown in the film,are beyond and out of the reach of the average people always. Film has the abilities a lot, to influence the common people by moulding their opinion and attitude with a view to framing a good and sensible society.A good fim that carries such content of mrals and ideal, and reflects all positive and good qualities of human chareteristics, must contribute to the building of a civic society with greater consciousness.

In addition to the above ,there are fewmeans of mass communication , which are found to be operated in unorganizing sector like vedio library or purlour, folk media, Cyber café, have also been experienced considerable impact on our society. These means of mass communication,have been engaged in fulfilling the needs and interests of the larger part of population of our society.

Video Library or Video Purlour:- Video,as being widely known to be an entertaining tool for the audience. But it can serve the many’s purpose like student, technical and other professional people. Video can store many useful programs safely for future demonstration as well. It can provide a long content neatly recorded as being study materials to the student for their convenient uses in future. Technocrates and professionals receive the enormous advantages of video content as recordrd, to facilitate their workings in best manner. Video as a whole, has larger impact on our advanced society.

Folk Media:- A greater tool for rural communication and entrusted with rural culture, rituals and facts, widely used by the most common illiterate and backwarded, as villagers. Folk media can render valuable messages to inform, educate,alert and entertain the larger part of rural civilians as well. The ordinary villagers are being taught with the essential materials through its unique presentations. It helps to the uneducated village dwellers regarding child education, birth control,health awareness in the form of acting or songs in enchantable manner. Folk media can impact the greater part of the rural civilians by generating the required sense of responsibility and education as they could handle the so many problems of the society that they face usually. Economically backwarded rural people have been benefited by the folk media,wherever they are unable to expose in other media like newspapers, or television even radio easily.

Cyber café:- In the present fast moving world, communication has attatined its sharper edge in transmiting messages in the twinkling of our eyes to the required destination. Internet has brought such opportunities for us through which, we have been able to communicate the world very fastly as to keep us with update as fer as possible in fast manner. Todays mailing system is no longer being restricted to writing on the pad and posting through a lingering postal procedures at all. Internet allows us such magical abilities, to communicate others with the help of electroic mailing (e-mail) process. Such e-mailing ensures us any kinds of our sendable messages to any where at our required destination within twenty seconds safely and securedly as well. Through the internet facility,we can read newspaper,listen radio and watch television through the differet websites of media houses under one roof of internet. Three different media activities can be enjoyed at a time through a single platform or medium with a faster communicating performance of internet. Internet is an ideal interactive medium where the users of it,can respond to any of the aforesaid three medium independently. Internet can provide enormous scops to its users, in sharing thoughts and ideas,opinions and comments very independently in fast manner. A very good opportunity for writing with publishing at the sametime is available through different ‘blog writing’ sites with aid of internet.

We have followed the imact of different mass media that they can produce by their varied activities,characteristics and dealings on our society. Among those impacts of mass media on our society that we have considered, may happen or not always in every case. Controversy has been remained still so far, due to non-availibility of proper evidence or documentation.

Staying apart from such controversy, we we may concede consciously that mass media deal or do what are as follows;
(a) They render informations,education,alert messages, valuable thought and ideas to the general population of the society.
(b) They cater varied materials of entertainment as well as amusement to retain the diversified audience.
© They promote many products or services in the form of advertisement.
(d) They involve themselves in the developmental works for the nation as asked by the government of the state.

It is true, that the mass media allow the people of the society to stay in updated form accordingly conforming to the changing scenerioes or facts of the world. Even the mass media perform their responsibility as 'the gatekeeper' in protecting the society through various informations and messages as they uully do. But presently it is seen widely that the mass media have been seriously engaged in humiliating the morals and ideals of journalism. To achieve quick commercial gain, they are resorting to provocative news presentation by including sex, crime and violence and obcenity profusely just to confine the audience in the tricky ways. Today mass media really fail to shape or develop our social satus through their creative and fruitful presentations that our society actually need. The mass media would require to think and judge this particular point of social benefit where they do work as well as survive. Social values must not be overlooked by the mass media as to combat with the crazy commercialism.