McLuhan stated that different media invite different degrees of participation on the part of a person who chooses to consume a medium. Less participation means hot media whereas more participation is characterized as cool media. TV is cool media which he claimed requires more effort on the part of the viewer to determine the meaning.
Cool media are usually, but not always, those that provide little involvement with a substantial stimulus. They require more active participation on the part of the user, including the perception of abstract patterning and simultaneous comprehension of all parts. Therefore, according to McLuhan cool media include television, as well as the seminar and cartoons.
McLuhan describes the term "cool media" as emerging from jazz and popular music and, in this context, is used to mean "detached."
More controversially, he postulated that content had little effect on society—in other words, it did not matter if television broadcasts children's shows or violent programming, to illustrate one example—the effect of television on society would be identical.
Amongst all the mass media today, television attracts the largest number of viewers. Its audience is greater in size than any of the other media audiences. This is because television is able to attract the audiences of all age groups, literate and illiterate and of all the strata of the society. It is a very powerful persuasive mass communication medium. The significance of television as a medium of mass communication has universally been realized and recognized.
Television in India, through its programmes, presents a composite national picture and perspective of India's rich cultural heritage and diverse thinking. It reflects the whole Indian society as well, by representing various religions and cultural expressions and activities of people belonging to its different parts.
Television has been able to influence the people living in remote areas of our country as its outreach has covered the remotest villages and tribal pockets. It is ushering information explosion.
Television as a mass medium informs, educates, inspires and motivates. It keeps us up-to-date about what's happening around us and many fashion trends.
It is supposed to disseminate the message of development and modernization to create awareness for generating public participation. It is expected to support government plans and programmes for bringing about social and economic change and to protect national security as well as advance the cause of national integration.
Indian media—private media in particular—have been "free and independent" throughout most of their history. It was only a short period of almost 3 years when India's media faced the interference of government when prime minister Indira Gandhi declared an emergency, which ended from 1995 to 1997.
Some Indian media, controlled by businessmen, politicians, govt. bureaucrats are facing criticism for biased, motivated reporting, and selective presentation. They misuse their right to "free and independent" media. Recently, after the devastating Earthquake in Nepal on 25 April 2015, in spite of India helping, tweets from Nepal trended effectively saying, "Go home, Indian Media".
The work of media is degrading day by day. Journalists cover Businessmen, Filmstars & other Intentional topics more for TRP. Indian mainstream media has often been accused of showing sensationalized news items. They show their interest in "saas-bahu spoilers" instead of any productive news. Indian media is no more reliable and is generally tagged as "paid media". The media channels are even accused of printing and telecasting unverified and biased news which they retracted later. They don't cross-check the facts before telecasting it. They are so lazy or you can say blindfolded by TRP that in some of their news, Twitter's parody accounts were cited as a source.
Opposing this unhealthy practices of Indian media, Delhi Chief Minister Arvind Kejriwal suggested on 3 May 2015 to have a public trial of Indian Media. Following him, On 8 May 2015, I & B Minister, Arun Jaitley echoed similar saying "Flood of channels but dearth of facts".
Television is considered as a mirror of a nation's personality. But some news channels and some shitty TV soaps are defaming our nation.
Advertisement for liquor and tobacco are banned in India and most other Asian television networks. But the satellite channels have begun showing 'surrogate' advertisements of different brands of liquors, and of pan masalas. There is little concern for the 'ethics' of advertising, or for that matter, with the 'ethics' of broadcasting.
There are many more codes and ethics which opposes the airing of contents which contains anything obscene, defamatory, deliberated, false and suggestive innuendoes and half-truth, anything amounting to contempt to court, or things which criticises, maligns, or slanders any individual in person or certain groups, segments of social, public and moral life of the country.
The News Broadcasters Association (NBA), a collective of 12 Indian broadcasters which run 25 channels, drew up a Code of Ethics and Broadcasting Standards in 2008 to counter the regulations of the Draft Broadcasting Bill (2007) which put the onus of regulating news programmes and news channels on the Ministry of Information and Broadcasting. The NBA collective includes TV Today Network Ltd., NDTV Ltd., Times Global Broadcasting Co. Ltd., TV 18 group and Sun TV Network.
In a kind of Preamble, the Code states that 'electronic journalists should accept and understand that they operate as trustees of the public and should, therefore, make it their mission to seek the truth and to report it fairly with integrity and Independence. Professional journalists should stand fully accountable for their actions.' Journalists are urged to maintain impartiality and objectivity in reporting and to ensure neutrality.
But these codes and ethics are not followed by many channels. Some steps must be taken for implementation of these ethics on ground level. TV viewers should protest these wrong and unfair practices of media. Only then these tags from media can be removed. Someone will have to come forward. Why not we the people, who are most influenced by it, come forward?
Cool media are usually, but not always, those that provide little involvement with a substantial stimulus. They require more active participation on the part of the user, including the perception of abstract patterning and simultaneous comprehension of all parts. Therefore, according to McLuhan cool media include television, as well as the seminar and cartoons.
McLuhan describes the term "cool media" as emerging from jazz and popular music and, in this context, is used to mean "detached."
More controversially, he postulated that content had little effect on society—in other words, it did not matter if television broadcasts children's shows or violent programming, to illustrate one example—the effect of television on society would be identical.
Amongst all the mass media today, television attracts the largest number of viewers. Its audience is greater in size than any of the other media audiences. This is because television is able to attract the audiences of all age groups, literate and illiterate and of all the strata of the society. It is a very powerful persuasive mass communication medium. The significance of television as a medium of mass communication has universally been realized and recognized.
Television in India, through its programmes, presents a composite national picture and perspective of India's rich cultural heritage and diverse thinking. It reflects the whole Indian society as well, by representing various religions and cultural expressions and activities of people belonging to its different parts.
Television has been able to influence the people living in remote areas of our country as its outreach has covered the remotest villages and tribal pockets. It is ushering information explosion.
Television as a mass medium informs, educates, inspires and motivates. It keeps us up-to-date about what's happening around us and many fashion trends.
It is supposed to disseminate the message of development and modernization to create awareness for generating public participation. It is expected to support government plans and programmes for bringing about social and economic change and to protect national security as well as advance the cause of national integration.
Indian media—private media in particular—have been "free and independent" throughout most of their history. It was only a short period of almost 3 years when India's media faced the interference of government when prime minister Indira Gandhi declared an emergency, which ended from 1995 to 1997.
Some Indian media, controlled by businessmen, politicians, govt. bureaucrats are facing criticism for biased, motivated reporting, and selective presentation. They misuse their right to "free and independent" media. Recently, after the devastating Earthquake in Nepal on 25 April 2015, in spite of India helping, tweets from Nepal trended effectively saying, "Go home, Indian Media".
The work of media is degrading day by day. Journalists cover Businessmen, Filmstars & other Intentional topics more for TRP. Indian mainstream media has often been accused of showing sensationalized news items. They show their interest in "saas-bahu spoilers" instead of any productive news. Indian media is no more reliable and is generally tagged as "paid media". The media channels are even accused of printing and telecasting unverified and biased news which they retracted later. They don't cross-check the facts before telecasting it. They are so lazy or you can say blindfolded by TRP that in some of their news, Twitter's parody accounts were cited as a source.
Opposing this unhealthy practices of Indian media, Delhi Chief Minister Arvind Kejriwal suggested on 3 May 2015 to have a public trial of Indian Media. Following him, On 8 May 2015, I & B Minister, Arun Jaitley echoed similar saying "Flood of channels but dearth of facts".
Television is considered as a mirror of a nation's personality. But some news channels and some shitty TV soaps are defaming our nation.
Advertisement for liquor and tobacco are banned in India and most other Asian television networks. But the satellite channels have begun showing 'surrogate' advertisements of different brands of liquors, and of pan masalas. There is little concern for the 'ethics' of advertising, or for that matter, with the 'ethics' of broadcasting.
There are many more codes and ethics which opposes the airing of contents which contains anything obscene, defamatory, deliberated, false and suggestive innuendoes and half-truth, anything amounting to contempt to court, or things which criticises, maligns, or slanders any individual in person or certain groups, segments of social, public and moral life of the country.
The News Broadcasters Association (NBA), a collective of 12 Indian broadcasters which run 25 channels, drew up a Code of Ethics and Broadcasting Standards in 2008 to counter the regulations of the Draft Broadcasting Bill (2007) which put the onus of regulating news programmes and news channels on the Ministry of Information and Broadcasting. The NBA collective includes TV Today Network Ltd., NDTV Ltd., Times Global Broadcasting Co. Ltd., TV 18 group and Sun TV Network.
In a kind of Preamble, the Code states that 'electronic journalists should accept and understand that they operate as trustees of the public and should, therefore, make it their mission to seek the truth and to report it fairly with integrity and Independence. Professional journalists should stand fully accountable for their actions.' Journalists are urged to maintain impartiality and objectivity in reporting and to ensure neutrality.
But these codes and ethics are not followed by many channels. Some steps must be taken for implementation of these ethics on ground level. TV viewers should protest these wrong and unfair practices of media. Only then these tags from media can be removed. Someone will have to come forward. Why not we the people, who are most influenced by it, come forward?
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