The term media comes from the word medium which is defined as “channel,” “means” or “method.” As an avenue or method, media is used to communicate information.
David Buckingham
points out, however, that the definition of medium as a channel "tells us something fundamental about media… The media do not offer a
transparent window on the world. They provide a channel through which
representations and images of the world can be communicated indirectly.The
media intervene: they provide us with selective versions of the world, rather
than direct access to it. (2013)"
This means that media
do not merely communicate information; they also filter and shape information
for specific purposes. They decide which information the audience receives and
in what manner.
Media can also be tied
to what we call mass media, or the media that reach large audiences (Danesi,
2009). Because media reach a large number of people at the same time, and
because people rely on media for the way they perceive their surroundings and
the world around them, media are a powerful force in shaping society. This
makes media literacy a necessary aspect of life.
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