What is media? Definition and meaning

The term Media, which is the plural of Medium, refers to the communication channels through which we disseminate news, music, movies, education, promotional messages, and other data. It includes physical and online newspapers and magazines, television, radio, billboards, telephone, the Internet, fax, and billboards.

With the advent of digital technology, media has transcended traditional boundaries, enabling instantaneous global communication and reshaping the way we perceive time and space in the realm of information exchange.

It describes the various ways through which we communicate in society. Because it refers to all means of communication, everything ranging from a telephone call to the evening news on television can be called media.

When talking about reaching a very large number of people we say mass media. Local media refers to, for example, your local newspaper, or local/regional TV/radio channels.

According to Collins Dictionary, media is: “The means of communication that reach large numbers of people, such as television, newspapers, and radio.”

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Different Types of Media

Media plays an important role in shaping public opinion, disseminating information, and entertaining audiences. It can be broadly categorized into three main types: broadcast media, print media, and digital media (with the Internet being a major force within this category). Over time, the evolution of these forms of media has transformed how people engage with content.

Print Media

Print media is the oldest form of mass communication, encompassing publications like newspapers, magazines, journals, books, and reports. These printed materials have been essential in the dissemination of information for centuries. Historically, newspapers were the primary means by which people received news, with many daily publications dating back hundreds of years.

While print media has faced significant challenges in the digital age—particularly with the rapid growth of the Internet— it continues to serve an important demographic. Many people still prefer the tactile experience of reading a physical book or newspaper, and in some parts of the world, printed materials remain a vital means of communication where digital access is limited. Despite a decline in circulation and revenue, print publications, particularly niche magazines and academic journals, maintain a dedicated readership.

Broadcast Media

Broadcast media refers primarily to radio and television, both of which revolutionized mass communication in the 20th century.

• Radio became widely available in the early 1900s, offering a new way for people to receive news, entertainment, and music. It was especially valuable during World War II, providing real-time updates and government broadcasts. Even today, radio remains a key source of news and entertainment, particularly in rural areas and among commuters.
• Television followed in the mid-20th century, forever changing the way people consumed media. With the ability to transmit live visuals and audio, television brought news events, entertainment, and educational programs directly into homes around the world. Over the past several decades, cable television emerged as a dominant force, offering specialized content on 24-hour news channels, sports networks, and entertainment stations. Despite predictions that TV viewership might decline with the rise of digital media, many people still rely on TV as their primary source of news and entertainment.

However, as more people transition to streaming services and online news sources, experts predict that the dominance of traditional television may wane in the coming years. Already, younger generations are opting for streaming platforms and on-demand services, reflecting a shift in consumer behavior toward digital media.

The Internet and Digital Media

The Internet has fundamentally altered the landscape of media. While it started as a niche system for academics and the military, the Internet grew exponentially in the 1990s, transforming into the global communications network we know today. In 1995, only 1% of the world’s population had Internet access; today, over 60% of the global population is online. The Internet offers a wide array of media options, including:

• Websites and blogs, which allow individuals and organizations to publish content quickly and reach global audiences. News outlets have rapidly adapted to digital platforms, with many traditional newspapers now offering online subscriptions and exclusive web-based content.
• Streaming platforms for movies, TV shows, and music, such as Netflix, YouTube, and Spotify, have overtaken many traditional media outlets by offering personalized, on-demand content.
• Social media platforms, including Facebook, X, and Instagram, let users share news and entertainment with their followers, effectively turning individuals into broadcasters of their own content.

  

Additionally, the Internet has given rise to the concept of user-generated content—content created and distributed by ordinary people rather than professional media organizations. This shift has democratized media, allowing voices from all walks of life to be heard globally.

Digital advertising has also flourished on the Internet, with ads being integrated into websites, social media, search engines, and even email services. For many websites, advertising revenue is the lifeblood that allows them to operate for free, relying on users’ clicks to generate income.

The Future of Media

As technology continues to evolve, media will likely become even more interactive and personalized. Virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are poised to change how we consume content.

The renowned physicist Stephen Hawking (1942-2018) once remarked on the media’s portrayal of science, saying: “The media need superheroes in science just as in every sphere of life, but there is really a continuous range of abilities with no clear dividing line.” 

His words reflect the complexity of media today—while it often presents information in clear-cut, simplified terms, the reality is that the world of media, like science, is fluid and continuously evolving.

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What is social media?

Social media is a collective of online communication channels where communities interact, share content and collaborate.

Websites and apps dedicated to social networking, microblogging, forums, social bookmarking, wikis and social curation are examples of some types of social media.

The most famous social media platforms (as of 2024) are Facebook, X, Instagram, and Reddit.

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It all started thousands of years ago

Human communication through designed channels – not through speech or gestures – dates back to many tens of thousands of years ago when our ancient ancestors painted on the walls of caves.

The cave paintings at Lascaux in southwestern France, estimated to be over 17,000 years old, are no less viable expressions of media than our current TV shows and magazines.

The Persian Empire – c. 550–330 BC – played a major role in the history of human communication through designed channels. Persian Emperor Cyrus the Great (c. 550 BC) developed the first ever real postal system. It was an effective intelligence-gathering apparatus, called Angariae, a term that later indicated a tax system.

Thomas Carlyle (1795-1881), a Scottish philosopher, satirical writer, essayist, historian and teacher claimed in the 1830s that the printing press created the modern world by destroying feudalism. Many historians say that the advent of the printing press was the birth of what we know today as media.

The term media in its current application relating to channels of communications was first used by Marshall McLuhan (1911-1980), a Canadian professor, philosopher, and public intellectual who said: “The media are not toys; they should not be in the hands of Mother Goose and Peter Pan executives. They can be entrusted only to new artists, because they are art forms.”

By the mid-1960s, the term spread to general use in the United States, Canada, and the United Kingdom.

In the digital age, media platforms must navigate the challenges of misinformation, requiring robust fact-checking and accountability to maintain trust.

In response to this, many media outlets have introduced dedicated fact-checking teams, highlighting the role of journalistic integrity in the era of instant information sharing.

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Media ‘is’ or ‘are’?

If media is the plural of medium, then one would think that it should be used grammatically in the plural – the verb that follows it should be in the plural form, shouldn’t it?

However, in most literature it is used as a singular noun, and is interpreted as a collective singular, similar to other collective nouns such as ‘team’ or ‘group’. Therefore, to write the ‘media is’ is perfectly acceptable today. Some people may insist it is wrong, but it is still acceptable – languages are constantly evolving.

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Compound nouns

There are many compound words (terms consisting of two or more words) containing the word “media.” Let’s take a look at eight of them, their meanings, and how we can use them in a sentence:

• Media conglomerate

A large company that owns a variety of media ventures across different platforms.
Example: “The media conglomerate owns television networks, movie studios, and publishing houses, thereby having a significant influence on the entertainment industry.”

• Media literacy

The ability to critically understand and analyze the messages presented by different media sources.
Example: “In the digital age, media literacy is essential for students to navigate the vast landscape of information available to them.”

• Media bias

The perceived or real partiality present in the news media, where content is shaped by political or commercial agendas.
Example: “Viewers are often critical of news coverage, pointing out media bias that slants stories to fit editorial viewpoints.”

• Media landscape

The dynamic terrain of media entities and technology within a specific region or globally.
Example: “The media landscape has changed dramatically with the rise of streaming services disrupting traditional broadcast models.”

• Media mogul

An individual who controls, either through personal ownership or a dominant position, a large media enterprise.
Example: “The media mogul expanded his empire by acquiring several online content platforms.”

• Media outlet

A publication or broadcast program that provides news and information to the public.
Example: “The journalist secured a job at a prestigious media outlet known for its investigative reporting.”

• Media campaign

A coordinated series of promotional activities conducted across various media platforms.
Example: “The charity launched a media campaign to raise awareness about homelessness in the city.”

• Media studies

An academic discipline focusing on the content, history, and effects of various media.
Example: “She is majoring in media studies to better understand the impact of digital media on modern society.”

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Video – What is Media?

This video, from our YouTube partner channel – Marketing Business Network – explains what ‘Media’ is using simple and easy-to-understand language and examples.

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