Mass Media are diversified media technologies that are intended to reach a large audience by mass communications. It is the power to reach large number people all around the world in a very short period of time. It plays an important role in our everyday lives.
Mass media influences our likes and dislikes, opinions regarding many important issue, views, behavior, our values and styles. Its primary purpose is to inform, but looking at it from the perspective of the viewer its main purpose is to entertain. Therefore, mass media plays an influential role in changing the perspective and thinking of individuals and communities in order to bring progress, prosperity, quality education and advancement of a nation. The discussion further will some relevant example and explanation of the above stated benefits.
Firstly, mass media brings progress to Fiji and the South Pacific Islands as it helps to develop the world with better and useful information daily, for example Fiji Broadcasting Cooperation (FBC) provides everyday crimes news through television and radio worldwide. Bernadette, “A well-focused mass media campaign educational program has potential to contribute successfully to a community’s education…” Therefore mass media helps people to discover new and innovative stuffs that can enhance personal lives. Furthermore, Mass Media bring prosperity to Fiji and the South Pacific Islands through tremendous growth of success in the last few years.
For example google which is used by each and every individuals, mostly students to access notes lecture and to research in order to complete a certain given task. Vishal says that “… mass media has an iron grip on the imagination as well as thinking faculties of the society…”.thus this prosperity is fruitful to any particular countries development and success. To add on mass media also provides quality education as students highly benefit from mass media as it is very easy for one to educate from others who are experts and professionals via the media.
For example a friend residence in New Zealand is able to teach the others friend here in Fiji or south pacific islands via mass media. Vishal, express that “…through this the uneducated can have access to the word of knowledge and information…”.hence mass media is the beauty of knowledge which can be delivered anywhere and in any form.
Moreover , mass media brings advancements of a nation which enables to connect to anyone anywhere just in seconds leads to the development and advancement of new technology that other countries have enabling it here in Fiji .for example students know access there notes online through Moodle .through overseas countries students here I Fiji and pacific study online. Thus from farmers to teachers, students to lawyers every individuals of Fiji and can make full usage of it.
To conclude mass media plays an influential role in changing the perspectives and thinking of individuals in order to bring progress, prosperity, quality education and advancement of a nation .therefore it is strongly believed that it is mass media which has helped people discover new things and innovative stuffs that can enhance personal lives.
Vishal ,2016 states that “…… the role of media is very significant in democracy.it is the guardian of public interest. Thus mass media should focus on performing the noble role of enlightening people , broadening their vision and making them vigilant towards the large goal of creating civilized and prosperous Fiji”.
