Media

Author`s name
Institution
Media can be said to be as old as mankind since during the time of our fore fathers, there was different mode and mediums of communication. The term media, which is derived from the word medium, simply denotes a mode or method of conveying information. With advancement in information technology, different and high tech mode of communication have been invented which makes passage or conveying of information to be timely and it can also be accurate if not misused. The 21st media has gone a complete metamorphosis, with heavy investment of modes and tools of communication which has made world a global place. Subsequently this has made it possible to know whatever is happening in the world from the comfort at our homes and places of work. Many years back, people used to use crude methods to communicate which included use of smoke, fire, messengers as well as writing on the ground. This does not however mean that these modes have become absolute. For example, in a survival situation and when one is lost, some of these modes are internationally accepted. Use of fire can be used to indicate one`s own position and writing on the ground or putting markers can be used by lost party to trace their way back. In this regards, this paper seeks to look at media in an in-depth manner by looking at the importance and shortcoming media plays in our society.
Media can be classified in many categories ranging from letters, newspapers, magazines, posters, social tools, emails, phones, movies, newsletters and public meetings are all medium of communication. On the other hand there is mass media that target to reach a big group of people. They include T.V, internet, radio and social media tools. Unlike what was used many years back, efforts have been made to enhance efficiency and effectiveness of the mass media tools. In yester years, the mode of conveying information was tedious, time consuming and at times the intended message being conveyed could not reach the intended public in time, and in some situations failed to reach the public at all. For communication to be complete there should be a sender, receiver, message and medium, which all forms the vital process of communication. All media do utilize these vital components and it is how well they are used that makes one medium of communication to be superior to the other. This is why some T.V programs are watched by bigger number of viewers than others. The four components of communication should therefore be utilized appropriately in order to convey, inspire, educate and entertain the viewers.
The 21st century has seen great improvement on medium of communication. The advent of internet has changed many things including how people are able to convey and receive information with a click of a button. Some of medium largely used in this century are T.V, Internet, radio and social tools which include face book, emails, tweeter to mention but just a few.
Information is power, and this is better achieved when there if good and efficient flow of information that can be freely accessed without much limitation. Media therefore plays a pivotal role in keeping people well informed and being current with what is happening within and without. For example, we have seen a number of times people being alerted in good time of an impending disaster. Such information is essential to avert losses that could happen without such alerts. People are informed in good time about floods, impeding dry period, fire among many others. It is therefore appropriate to say that media contributes to national development by providing information that can be used to prevent disasters which are associated with heavy economic burden when they happen without prior planning on how to tackle them (Graber, 1990). Media can also be used to educate people on a certain topic of interest. Use of T.V and other medium of communication has been reported to have achieve good results by educating and informing the public about HIV and AIDS in third world countries where the menace has claimed many lives. The reason for high infection rate was associated with lack of ideal information since most people in Africa associated it with witchcraft and there also lacked awareness campaigns. With collaboration with media, many people got informed and at the moment, infection rates have gone down which can be attributed to the informative work done by the media. This is a clear indication that media can reach many people and pass information within a short time as opposed to old day`s method of communication which took more time to reach the intended public. Since media covers various topics, people are put on limelight in knowing the trends in many fields including health and sports. Another advantage of media is to resolve conflicts. When warring parties are not able to sit in a round table to settle their conflicts, media can be used to persuade such groups to end their conflict without necessarily them meeting. Currently, the fight by Kenyan government against Al-shaabab is bearing fruits which have been made possible by use of media who are soliciting for support from neighboring as well as other countries which do not condone militia groups. It has also been possible for other bodies like UN to know what is happening when they are literary miles away from location of conflicts. Media therefore helps in sharing of information to many people who can stay updated on topics of their interest without necessarily spending time and time to go on the ground.
Social tools have gained popularity in the recent past. By use of these tools as medium of exchange and communication, it has become easier to keep in touch with friends, thereby knowing what they are doing and what is current to certain areas where mass media might not be able to air depending on what they value. It becomes possible to know nitty gritty details from your friends which may not have been given much attention by mass media agencies. The social tools like face book, emails and tweeter can be used to warn or even educate public on emergent issues. One of the successes ...