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Chapter – 06 Civics, Understanding Media, •, •, •, , •, , •, , •, , Media is the plural form of the word ‘medium’ and it describes the various ways through, which we communicate in society., Media refers to all means of communication, everything ranging from a phone call to the, evening news on TV can be called media. TV, radio and newspapers are a form of media., Since they reach millions of people across the world they are called mass media., Media and Technology:, (i), Life without media is difficult. The Cable TV and the Internet are a recent phenomena., (ii), Both print media and electronic media have played an important role in social change., (iii) Changing technology or machines help media to reach more people., (iv) Television has enabled us to think of ourselves as members of the global people., (v), Balanced report is essential in media which has to report independently., (vi) Media is far from being independent. This is because of the control of government, over media called censoring and because big business houses control the media., Media and Money:, (i), The different technologies that mass media use are expensive., (ii), In a news studio, it is not only the newreader who needs to be paid but also a number, of other people who help put the broadcast together., (iii) A lot of money is spent on getting the latest technology. To meet this cost, it needs, money., (iv) Media thus has come to be owned by big corporates., (v), Media therefore uses advertising as a tool to raise revenue., Media and Democracy:, (i), Media plays a very important role in providing news and discussing events taking, place in the country and the world., (ii), New stories of media inform people about important events in the country., (iii) Some important ways in which people about important events in the country., Setting Agendas:, (i), The media also plays an important role in deciding what stories to focus on., (ii), By focusing on particular issues, it influences and shapes our thoughts. It is said the, media sets the agenda for people., (iii) Very recently, the media reported alarming levels of pesticides in cold drinks. This, report led to safety standards being set for colas., (iv) Media plays a very important role in our lives as it tells us about working of, government.