In mass communications, media are essentially the tools or means used to either transmit and collect data or information and then store it. The word media is usually used synonymously with communication media. The media used may be classified according to the medium used, purpose, output, and audience. Media are categorized further according to the content it houses, namely, entertainment, news, sports, and news/entertainment. The mass media include television, radio, movies, print media, film, theater, video games, music, visual arts, fashion magazines, book industry, publishing houses, newsletters, and news agencies among many others.
Social networking has played a major role in the rise of the medias. It is commonly known as the new press and this has transformed the way people interact with one another. In a social networking medium, a person fulfills two-fold functions: he/she educates others and he/she disseminates information. Since social media provide platforms for users to speak out, express their thoughts, create relationships, meet new people and form groups, it has become an important player in the arena of PR.
The medias help disseminate information to large sections of people quickly and inexpensively. The medium helps form and disseminate a set of values, such as news and entertainment. These values are what form the base of social media. The media help to increase communication and interaction on the internet, as well as enhance the user experience of websites.
Since television and radio cannot be described as’social’ medium, the most powerful media are those that form the’social’ aspect of the mass media. For example, since television cannot fully be classified as a communication medium, the most powerful media are those which facilitate communication, such as radio and television. Similarly, since social media cannot fully be classed as a communication medium, the most powerful media are those that facilitate communication, including mass print media and the World Wide Web.
In order to classify media as such, we need to understand human communication. The term media therefore refers to the combination of the human interactivity, such as speech and music, visual communication, such as painting, drawing, films, etc, and information or knowledge delivery, such as books, articles, journals, etc. We can further break down the term media into two basic categories: the early forms of media and the late forms. The early forms are mostly analogues of today’s modern culture. Media in this category include printed books, motion pictures, and the audio-visual apparatus. The late forms include the web, social networks, and the archive.
Thus, from a broad perspective, the rise of media in the twenty-first century can be understood as the culmination of developments in communication. It has largely impacted both traditional and new forms of communication. The rapid spread of media is a result of technological evolution, especially in the field of electronic media. From a technological perspective, it can be concluded that the rise of media is directly related to the expansion of human interaction.