Informatics Publishing Limited

Bala Lakhendra ¹, Abhijit Bora ¹

Affiliations
1 Department of Mass Communication & Journalism, Tezpur University, Assam, IN

Abstract

There is no need to reiterate that mass communication and media exerts a tremendous and far-reaching influence upon the human mind with its contents and agenda-setting. By way of reach and influence media is a highly powerful tool for spreading developmental messages to the masses even in far-away places of the world. And particularly community media is much more suitable for this task as it enjoys a very cosy closeness to the masses at grassischolar_mains level. The major advantages of this media is that it needs to address a limited and smaller number of audiences compared to mass media, these can be run by the community itself in which it is set up, convenient in keeping a tab on the contents and the resource persons. Hence, the authors of this paper would like to examine how community media can be utilized as a medium for passing of information on developmental concerns to the masses and thereby contribute towards enhancing their standard of living with a newer enlightenment. In other words - to discuss about the role of community media in bringing the change in life style of people with regard to the development of the society and finally the empowerment of the rural mass. Media, particularly the community media has started playing a vital role in Education, Capacity Building and Training. The mainstream media with Radio, Television, Magazines, and Newspapers and of course the Internet is playing a very important and significant role in every walk of life. The primary objectives of media are to inform, educate and entertain the largest possible audience. In the process of information, education and entertainment media can concentrate on a particular issue related to the mass and can bring a social change but the main stream media have their own limitations. Here Community Media in the form of Community Radio, Community Video, and Community Press are becoming the tool for communication and bringing change in the society. The paper would also like to examine to what extent this media would prove to effective for our country m the near as well as distant future.

Keywords

Capacity Building, Community Media, Media Technologies, E-Learning, Public Service Broadcasting.

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Abhijit Bora ¹

Affiliations
1 Department of Mass Communication & Journalism, Tezpur University, Assam, IN

Abstract

Media and psychology share an integral relationship between themselves which has been a matter of immense curiosity for human beings across the world. There have been quite a few attempts by media scholars as well as psychologists for delving deep into this relationship and arriving at solutions about how to improvise it in the light of the changing scenario both in the world of media and that of psychology. This is because media whether it is mass, conventional, traditional or new is nothing but a highly sophisticated 'mind game'. Here psychology plays a major role in determining how do masses or audiences would behave under certain circumstances and on being served with a certain kind of messages. Thus an examination of this relationship would help us immensely in further strengthening of the same and thereby being able to understand the emerging areas of the media influencing the masses and vice versa. This paper makes an effort to look into the relationship and the various nuances of how psychology and the different types of media and communication are influencing each other in the real world. Discussions are also carried out for examining how cinema, advertising, news are influencing the masses psychologically. The author has also touched upon issues of media manipulation, information revolution's effects on psychology and media among others to throw lights on the issue of using media for enhancing the quality of our lifestyle in the near as well as distant future. A good amount of space is also devoted to the discussions on the relationship along with influences of cinema on psychology and vice versa relating it to the works of the great minds in the world of psychology Freud and those in that of cinema. The author is optimistic that this endeavour would further lead to more rigorous, in-depth studies of the phenomenon in future. Also deliver the goods to the researchers of media and psychology alike in arriving at consensus on how to draw the maximum positive advantage out of such a meaningful relationship in the days to come and explore new and emerging areas of research in this direction and related fields.

Keywords

Psychological Warfare, Psychoanalysis, Media Manipulation, Schemas, Fear Appeal.

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