Media, all those instruments, channels, or forms of transmission of information that human beings use to carry out the communication process.
And also, the media are so broad that they range from writing to today’s information and communication technologies.
According to the concept of a specific communication medium, sender and receiver roles may or may not interchange. That is why the press responds to at least two great communication paradigms:
1) One-way communication, in which the only one of the subjects acts as a sender in front of a receiver.
2) Bidirectional or multidirectional communication, in which the receiver or receivers become senders and vice versa.
The media’s primary function is to transmit a message, which directs from a sender to a receiver.
They also fulfill more specific functions such as informing, persuading, presenting ideas, motivating participation, and entertaining. Everything will depend on the purpose for which they employ.
The media usually classify in different ways, but the most widespread form of doing it responds to the type of information they transmit: public interest or private interest.
In this sense, an essential differentiation can make between interpersonal media and social media. Let’s see.
The means of interpersonal communication or personal interest use to establish communications between people. They are those that allow two or more people to communicate within the private sphere. Therefore, they necessarily respond to the bidirectional communication paradigm. For example:
The means of communication of public interest, also known as mass or social communication media ( mass media in English), transmit information of a general nature to the masses. They are generally governed by the one-way communication paradigm, although there are exceptions.
The media of social communication has enormous power to influence, guide, and shape public opinion. Hence, it is also called the fourth estate. For this reason, one of the main objectives of undemocratic governments is to censor independent media and use them for their benefit.
Digital communication media are those that use the Internet for the dissemination of content and information. They appeared at the end of the twentieth century, thanks to computers and new information and communication technologies.
Since then, they have caused a revolution in the way people consume, produce and interact with information.
The Internet represents a shift in the paradigm of unidirectional communication towards a multidirectional model because it allows and needs the user’s active participation.
And also, the user not only determines their searches but is also a content generator.
Simultaneously, the Internet contains all communication media possibilities in a single system: audio, image, text, databases, work tools, interpersonal communication channels, etc.
With the Internet, we have access to television, cinema, press, radio, telephone, and social networks. For this reason, many specialists do not consider it a means of communication but rather hypermedia.
As an example, we can mention:
It covers everything. They are channels that allow the transmission of instant and personalized messages while producing and transmitting images, video, audio, and texts in a broad or massive social context. They have revolutionized the way of conceiving communication by crossing all their predecessors’ functions and adding a fundamental element: the user’s content production.
Thus, social networks or RRSS have become spaces for the promotion of projects, values, ideas, concepts, symbols, beliefs, merchandise, and services of the most varied types through the connection of real people through a system network based on shared interests (shared history, location, activities, educational level, beliefs, etc.).
Among them, we can mention:
A communication medium is a technical system used to carry out any communication. This term usually refers to those of a massive nature, those that provide information or content to the masses, such as television or radio.
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