Mass Media and Communications
Class 12 Sociology · Social Change and Development in India · Chapter 7
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Sociology
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History
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Hindi Elective
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Mathematics
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Geography
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Accountancy
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English Core
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Chemistry
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Business Studies
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Hindi Core
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Mathematics
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हिंदी (आधार)
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Accountancy
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اردو (اختیاری)
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Mathematics
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हिंदी (आधार)
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संस्कृतम् (केन्द्रिकम्)
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Physics
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हिंदी (ऐच्छिक)
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संस्कृत (ऐच्छिक)
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Physics
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हिंदी (ऐच्छिक)
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اردو (کور)
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Chemistry
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Urdu Elective
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Computer Science
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Chemistry
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Fine Art · Painting
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हिंदुस्तानी संगीत (गायन / वादन)
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Biology
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Informatics Practices
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Accountancy
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Biotechnology
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Accountancy
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सृजनात्मक लेखन और अनुवाद
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Business Studies
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हिंदुस्तानी संगीत (तबला / पखावज)
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Business Studies
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Economics
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Economics
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History
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History
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History
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Geography
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Geography
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Geography
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English Elective · Kaleidoscope
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Political Science
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Political Science
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Psychology
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English Core · Flamingo
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English Core · Vistas
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Home Science
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Home Science
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Summary
The mass media — television, newspapers, films, magazines, radio, advertisements and the internet — reach very large audiences and are an inseparable part of everyday life. Like any social institution, the media's structure and content are shaped by economic, political and socio-cultural contexts, and their relationship with society is dialectical: society shapes the media and the media influence society. Mass communication requires a formal structural organisation to meet large-scale capital, production and management demands, so the state and the market play major roles, and access to media is unequal (the digital divide). Modern mass media began with Gutenberg's printing press; newspapers helped create what Benedict Anderson called the 'imagined community' of the nation and nurtured anti-colonial public opinion, which the colonial state tried to censor. In independent India, Nehru called on the media to be a watchdog of democracy and a partner in national development; All India Radio and Doordarshan spread development messages, while soap operas like Hum Log combined entertainment with education. The print media grew rather than declined, helped by the Indian-language newspaper revolution and new technologies. Globalisation since the 1990s transformed the media: national markets gave way to a fluid global market, distinct media forms fused, private satellite channels multiplied, and transnational channels localised their content (Hindi programming, regional channels) to reach diverse Indian audiences, while private FM radio expanded entertainment broadcasting.
Key terms
Mass media
Forms of communication such as TV, press, radio, film and internet that reach mass audiences.
Imagined community
Benedict Anderson's idea that print media helped people feel part of a nation.
Doordarshan
India's state television broadcaster, central to early development messaging.
All India Radio
The national public radio broadcaster spreading news and development programmes.
Glocalisation of media
Transnational channels using local languages and content to reach Indian audiences.
Indian-language press
The vernacular newspaper revolution that vastly expanded circulation.
Extra questions & answers
Try one from this chapter
The media are called 'mass' media because they: