A STUDY ON VISUAL MEDIA

Project Report Submitted to South Asia University, UK in Partial Fulfillment of the Requirement for the Award of the Degree

MASTER OF BUSINESS ADMINISTRATION

Submitted by ANEES E.M

Under the guidance of Mrs.SHALINI Faculty

GEMS B SCHOOL THRISSUR

CERTIFICATE

This is to certify that the project titled A STYDY ON VISUAL MEDIA , submitted to GEMS B SCHOOL Thrissur, a affiliated to South Asia University, UK In partial fulfillment of the requirement for award of the degree Master in Business Administration is a record of original work done By ANEES E.M, during the period of 2011-2013 of his/ her study under the supervision and guidance of Mrs. SHALINI faculty of GEMS B SCHOOL, Thrissur

Signature of the Guide

Director

Date of Viva-voce Examination

Panel of Examiners Date: Place:Thrissur

ACKNOWLEDGEMENT

IF word are considered as symbols of approval and tokens of acknowledgement, then the following words plays the most pleasant role of expressing my gratitude to all who made this Endeavour of mine a successful reality . A great deal of time and effort has gone into developing and researching this project . A number of well meaning people have generously contributed directly or indirectly to the successful completing of this project.

I am beholden to Mrs.., whose invaluable guidance and useful instruction enabled me to undertake this project. Her inspiration and support helped me immensely in ensuring its successful completion. I owe a special debt of gratitude to the Management of this esteemed college and to all the other Staff Members, to the people in my locality, colleagues I could not have completed this project

ANEES E.M

MASS MEDIA

Mass media are tools for the transfer of information, concepts, and ideas to both general and specific audiences. They are important tools in advancing public health goals. Communicating about health through mass media is complex, however, and challenges professionals in diverse disciplines. In an article in the Journal of Health Communication, Liana Winett and Lawrence Wallack wrote that "using the mass media to improve public health can be like navigating a vast network of roads without any street signsif you are not sure where you are going and why, chances are you will not reach your destination" (1996, p. 173).

Using mass media can be counterproductive if the channels used are not audienceappropriate, or if the message being delivered is too emotional, fear arousing, or controversial. Undesirable side effects usually can be avoided through proper formative research, knowledge of the audience, experience in linking media channels to audiences, and message testing.

TYPES AND FUNCTIONS OF MASS MEDIA

Sophisticated societies are dependent on mass media to deliver health information. Marshall McLuhan calls media "extensions of man." G. L. Kreps and B. C. Thornton believe media extend "people's ability to communicate, to speak to others far away, to hear messages, and to see images that would be unavailable without media" (1992, p. 144). Despite the potential of news media to perform valuable health-education functions, Moynihan et al. conclude that media stories about medications continue to be incomplete in their coverage of benefits, risks, and costs of drugs, as well as in reporting financial ties between clinical trial investigators and pharmaceutical manufacturers.