NCERT Class 7 Political Science Chapter 6: Understanding Media YouTube Lecture Handouts
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NCERT Class 7 Political Science Chapter 6: Understanding Media
Link B/W Media & Technology

Image of Traditional Media and New Media
Image of Traditional Media And New Media
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Media: Plural form of ‘medium’ - various ways through which we communicate in society – means of communication
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Mass Media: Media that can reach masses – TV, radio, newspaper
Technology
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Technology that mass media uses keeps changing
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Newspaper, TV, radio – reach masses
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Print Media & Broadcast (widely transmitted) or electronic media
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Now to internet
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Technology getting modern – improve sound and image quality
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TV images travel by satellites & cables
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Sitting in India – see a storm that hits USA
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TV has made the world closer & smaller
Cost
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Some technology are expensive
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Lights, cameras, sound recorders, transmission satellites
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Newsreader in news studio – camera & light
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Mass media earns money by advertising different things like cars, chocolates, clothes, mobile phones etc.
Media & Democracy
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Provide news & discuss events (e.g., crackdown on polluting factories & closure of factories cause unrest)
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Write letter to minister
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Organize public protest (large number of people come together), signature campaign
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Ask govt. to rethink its program
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Independent media – no one should control and influence the news coverage, reliable information and is not biased
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This is not reality. Why? Control that govt. has on media (censorships) – Censorship occurred in emergency 1975-77
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Govt. censors the film but no censorship on news – still no balanced story is provided
How TV Works
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Window to the world
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Earn from advertisement cost
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Media’s continual need for money and its links to advertising – it doesn’t report against those who fund & now not independent as has close links to business
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It focus on one side of story to make it interesting – more public support
Set Agendas
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Media sets the agenda – influence our lives & shape the thoughts
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Decide stories
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Decide what is noteworthy
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E.g., published reports for pesticides in cola drinks
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What needs to be focused? Safe drinking water, demolition of slums
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Khabar Lahriya: Fortnightly by 8 Dalit women in Chitrakoot district, UP in Bundeli language. 8-page newspaper reports on Dalit issues and cases of violence against women and political corruption.
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Censorship: Government can prevent media from publishing certain news

Image of Big Business Houses
Image of Big Business Houses
-Mayank