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NCERT Class 12 Sociology Chapter 13 Mass Media and Communications
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Mass Media and Communications
Chapter: 13
PART – II: SOCIAL CHANGE AND DEVELOPMENT IN INDIA
TEXTUAL QUESTIONS ANSWERS
1. Trace out the changes that have been occurring in the newspaper industry. What is your opinion on these changes?
Ans: The newspaper industry has undergone significant changes in recent decades, driven primarily by technological advancements, shifts in consumer behaviour, and economic pressures.
Here’s a trace of the key changes and my opinion on their impact:
(i) Digital Transformation: Digital transformation is the process of using digital technologies to transform existing traditional and non-digital business processes and services, or creating new ones, to meet with the evolving market and customer expectations, thus completely altering the way businesses are managed and operated.
(ii) Decline in Print Circulation: Print circulation has been steadily declining as more readers prefer to get their news through digital channels. This decline has impacted revenue from print advertising, which historically was a major income source for newspapers.
(iii) Revenue Challenges: The outcomes of this review showed that challenges faced by newspapers include a general decline in reading culture, lack of interactivity, readers’ preference for free news, and the need to minimise the cost of production and distribution as well as provide timely updates.
(iv) Diversification of Revenue Streams: Diversifying your revenue streams means creating multiple sources of income that can help sustain your business during tough times and provide stability for growth.
(v) Social Media Influence: The rise of social media platforms has also affected the newspaper industry. While social media can drive traffic to newspaper websites, it has also disrupted traditional advertising models and raised concerns about the spread of misinformation.
(vi) Impact on Journalism: Newspapers have traditionally been an important part of civil society, providing information to citizens, convening groups around events and issues, and serving as a watchdog against abuses by those in power.
2. Is radio as a medium of mass communication dying out? Discuss the potential that FM stations have in post-liberalisation India.
Ans: The potential for using FM channels is enormous. Further privatisation of radio stations and the emergence of community owned radio stations would lead to the growth of radio stations. The demand for local news is growing. Despite being one of the oldest media formats, dating back to the 1890s, radio has maintained relatively stable listenership over the past decade. Pay TV, while newer, has faced more significant declines.
Radio is a mass communication medium that transmits signals through electromagnetic waves of frequencies below visible light. It was the first truly mass medium, reaching millions of people instantly and altering social attitudes. In India, radio has widespread penetration and reaches nearly the entire population.
3. Trace the changes that have been happening in the medium of television. Discuss.
Ans: The medium of television has evolved significantly over the years, driven by technological advancements, changes in consumer behaviour, and shifts in content delivery.
Here’s a breakdown of the key changes that have been occurring in television:
(i) Transition to Digital and HD: The digital television transition, also called the digital switchover (DSO), the analogue switch/sign-off (ASO), the digital migration, or the analogue shutdown, is the process in which older analogue television broadcasting technology is converted to and replaced by digital television.
(ii) Rise of Streaming Services: Streaming television is the digital distribution of television content, such as television series and films, as over-the-top media service (OTT).
(iii) Proliferation of Smart TVs and Devices: The Indian smart TV market has boomed in recent years thanks to the proliferation of high-speed internet and advanced TV operating systems.
(iv) Changing Viewing Habits: Television habits consist of patterns of behaviour determined by the amount of time and importance individuals give to watching television broadcasts and recorded videos and DVDs.
(v) Fragmentation of Audiences: Television audiences are fragmented to different degrees, even if the set of available viewing options is similar. The level of audience fragmentation depends on factors such as the audience’s geographic location and its demographic composition.
(vi) Interactive and Immersive Experiences: Advances in technology have enabled interactive TV experiences, such as interactive storytelling where viewers can choose storylines or outcomes (e.g., Black Mirror: Bandersnatch). Virtual reality (VR) and augmented reality (AR) are also beginning to integrate into television content, offering immersive experiences beyond traditional viewing.
(vii) Social Media Integration: Social media integration of television, also known as social television, is a digital technology that allows audiences to interact with television in real time.
