What is media?

 What is Media ?

The media is best defined by the roles they play in society. They educate, inform and entertain through news, features and analysis in the press. They also produce documentaries, dramas, current affairs programmes, public service announcements, magazine programmes and other forms of programming for radio and television. The media is a conduit through which voices, perspectives and lives are brought into the public sphere. In the last decade, Africa has witnessed a massive growth of on-line media, which is being exploited by both urban and rural communities to access and deliver information for social and business purposes.

The media also plays a critical role in facilitating social change and shaping public opinion and attitudes. The media, through its reporting, can put a spotlight on critical developments that impact negatively and positively on people’s lives, as well as bringing to the fore issues that are often ignored and voices that are marginalised. The media’s agenda-setting function often influences debate, thinking and priorities within society. Research and data has shown how the media reinforces stereotypes, especially on issues of gender, religion and culture. Women are often portrayed in subordinate roles to men. When journalists look for sources for their stories, they often gravitate towards the powerful people in any community, who are mostly men. Women are often portrayed in their traditional roles as wives, mothers and care-givers, while men are seen as powerful, resourceful, leaders and many such roles associated with power.

Types of media 

Mass media    -   Print (newspapers, magazines), TV, radio. Despite the sharp decline in newspaper readership globally, newspapers are still an important source of news in Africa. Politicians, policy makers and others still refer to newspapers for information and to gauge public opinion. However, the penetration of newspapers is still hampered by low literacy levels and poor distribution networks. Radio remains the most important source of information for both urban and rural communities. It also has immense capacity for wider coverage and ability to integrate a diverse range of programmes forms.

Community media - Community media is important because of its ability to focus and cover issues within a particular community. For example, journalists who work for community radio stations are often from the community. However, community radio stations have limitations of geographical coverage, they are poorly resourced and their journalists and editors are not trained.

New media – This is an area of startling growth in Africa, which has seen people accessing and disseminating information in ways that were inconceivable a decade ago. People are using new media (internet, email, blogs, SMS platforms, etc.) to access and disseminate social, political and economic information. New media also offers new ways to develop partnership with telecommunication companies to disseminate critical issues from research that can change people’s lives.