Page 26 - Electronic Media

Electronic Media
26 Media Studies - II ELECTRONIC MEDIA

Module II

RADIO

Radio as mass medium—New trends—FM—Bands—radio
jockeys.

Radio scripting—different types, Structure and format of news,
talks, interviews, documentaries, drama.

Radio was the first truly mass medium of communication, reaching

millions of people instantly and altering social attitudes, family
relationships, and how people related to their environment. Radio was
at first known as “wireless”.
$ Information can reach households directly and instantly throughout

a region or country. Urgent news or warnings can be communicated
far more quickly than through posters, magazines or newspapers. It
is one of the best ways of spreading awareness of new ideas to
large numbers of people and can be used to publicize government
activities.

$ Despite radio’s mass audience, a good presenter can make
programmes seem very informal and personal, giving the impression
that an individual listener is being spoken to directly.

$ It can also enable one community or group to share its experiences
with others. Groups of households also get together to listen to radio
programmes - so radio can even reach those that don’t own their
own radios.