The Development Of The Media Mechanism

The material relatable to media as a mode of communication unfolds that eminent scholars worked hard in finding the ways/medium to understand the scope of media and to make it more comprehensive and meaningful. Besides, possibility of its easy accessibility to the general public was also a point that fell for consideration. The term ''Media'' attains significance as its main focus being the behavioural, ethical, cultural and other fields concerning humanity.In explaining the sphere of media, different means of communication such as broadcasting/publication, serves as medium being important and integral wings of media mechanism. Relevant material on the topic disclose that amongst the prominent scholars, medium as a mode of spreading media expressions attained unanimity and recognition.

The study inter alia serves noble cause in awakening the common man to understand the surrounding scenario affecting human existence. It is noticed that the scholars/thinkers expressed that departure from media may lead the common man to rely on less significant ways of communication.To keep the media mechanism on right track, stress was on vigilantism to make the media a more transparent system. Language, undeniblly, enjoys command over the human thinking system as it conveys the feelings/sentiments that energize/generates in the human mind.Besides, language unfolds the sentimental status of the mind that gets stored in the human mental organism.In short, language, for better understanding media has become a relevant factor.

At different times, active participation of people in media had been significant as it enabled the media in placing the communication in its true perspective.A lukewarm response from the people puts the media in a state of uncertainty making the communication a complex task.Lack of co-operation from the people may lead media to rely on substandard and unreliable forums of communication. It may be pertinent to mention that for expansion and better understanding the media and its accessibility to general public, advanced technology has achieved new heights.

In modern times, use of equipments/instruments ie. automobiles, television, computers, internet etc are common for passing information which is a novel feature emerged in the scope and sweep of media mechanism making easy access to information.Having noticed the various trends occurred in the field of media, some scholars went to the extent of saying that media is the message and not contents of a message.In forming this view, the scholars referred to various factors and modern communication skills and instruments.For this purpose various mediums and other media related essentials having common features of communication where also considered.In a way, developed media technology brought the entire mankind closer and attained the status of environmental promoter.

Study further shows that advanced media technology proved helpful in achieving new human environment whereby old pattern of media stands shifted to a different trend.Medium serves as a channel through which contents of a message are exchanged.Media play a pivotal role in the process of sending and receiving the communications. That being so, presence of other modes of expression cannot be ignored, as these serves as components and part of media coverage. Further media as a mode and channel as well as broadcaster are part of the process of the communication mechanism. Medium does not ipso facto stands isolated rather it covers the whole scheme of communication. It is argued that contents do not occur automatically but emerge as a result of unified exercise done by human body organs such as mind and biological particles.Medium is the means through which the messages generated in human thoughts are conveyed.

Before reaching medium, messages has to undergo various prerequisites to enable it worthy of communication.The developments made in the field of media prompted the scholars to express that medium is the message.In this regard, eminent Mcluhans views serve as guiding factor as these inter alia covers media related aspects besides communication of materials generated through biological system present in the human mind.In assessing the media scope, eminent scholars studied various publications authored by different scholars.

These efforts guided the scholars in forming the opinion that medium is the message.Their findings necessitated the need to understand the scope and field of media and its likely effects on the masses.With the advancement of media mechanism, styles/techniques of communication underwent significant change. Resultantly ,earlier techniques were replaced by new ones.In this direction, possibilities of alternate styles of publications and communication were explored.Such references find mention in literature on the media mechanism.Past events revealed that media mechanism flourished to meet the required situation prevalent at different periods.Exercise done by thinkers served as guiding factor in locating the convenient modes of publications, broadcasting in the field of communications.

The new technique of printing materials necessitated the publications at a large scale and its distributions amongst the people. Such techniques received positive response from the people. The changes occurred in the sphere of media mechanism brought the evaluation of published materials within the consideration zone. As a result of new achievements, the scope of media gets widened covering every aspect of human activity. The scholars have expressed that content and medium being co-related are significant in shaping and expressing a particular kind of written material.

It is necessary to mention here that the messages are generally sent through means/medium of communication.Medium contain the concept of forum having link with varieties symbolic and technological ingredients.Media helps in understanding the environment.Media's role has been commendable and has provided a platform advantageous to the common man.Medium, as a mode of communication cover the entire functioning of the society.The view that medium is the message signifies that it enjoys influence over the content(material) to be communicated.New techniques occurred in the field of media introduced favourable and some unwanted situations.

This notion gets support in view of the fact that the content when displayed through written or spoken techniques were found lacking clarity leaving the reciever to form a different meaning of the message.Medium demonstrate collective behaviour of a society and its affiliation with various social, cultural institutions.Media environment helps in understanding the societal and cultural heritage of a community and society.

In short,Media can alter our environment.Analyzing media is the continuing process affecting human behavioural norms and needs.We need to adopt a cautious approach in adopting the changes occurred in media mechanism to thwart the unwanted situation that may drag the mankind on the loosing end.Turning to the main point ie. is the medium is the message, the scholars in arriving at a definite conclusion kept the content out of consideration zone and focused on the relevant material to examine the scope of media mechanism.In doing so, the eminent scholars studied various publications authored by eminent writers on the subject.Advertising was not considered a reliable mode of communication.This was perhaps due to the reason that advertisements were displayed with a view to attract public attention rather serving the cause of communication. However, the scholars did not grade such modes inappropriate and meaningless.