Media, which in communication may also be called mass media, refers to the various channels used for the dissemination of information.
With the many changes in technology over the past few decades, the forms of media have increased and become more efficient. Both analog and digital media forms have gained a wider reach. Analog forms include radio and television, whereas digital media would come in the form of the internet and other computer-based communication methods.
With the rise of the internet, more people may be reached. Communication can very easily take place among several people. Young children are already given access to media and equipped with the skills to use these technologies. Social networking sites allow communication and the spread of information to take place much faster than ever before, which presents a lot of new opportunities to businesses that wish to expand their reach.
Since the various forms of media are used as tools by different entities to distribute information with particular objectives in mind, a degree of media bias is to be expected. Media bias is concerned with the subjective aspect that comes into play when information is gathered and transmitted, be it by journalists or other actors in the process.
The market plays a big part in this bias. For example, with advertising bias, only particular information or stories may be presented in order to meet the demands of advertisers. The presentation of the message can also be dependent on network ownership and audience preferences, among others.
The choice of which media is to be used for a particular purpose–especially in advertising–is dependent on the kind and coverage of exposure required. This may be referred to as advertising media selection.