Mediation is a process in which an individual’s dispute with another party is resolved through the intervention of a third person (a mediator). Media are the traditional communication channels or instruments used to safely transmit and store data or information. The word “media” refers to different components of the mass communications sector, including print media, broadcasting, the television media, cinema, publishing, music, photographic, radio, advertising, and visual arts. The mediation industry has emerged as a result of increased demand from a variety of sources for faster, more affordable and more convenient ways to resolve conflict.
The mediation industry has grown so much because of the increased use of the internet by consumers and by many governments and international organizations. There are many types of media available, which have different uses and provide different benefits. Media can refer to the following: the traditional channels of communications like television, radio, cinema, print, and publishing. It can also include such new channels as the online medium and digital channels. They can also refer to the many tools and applications that support interactive discussion, observation, and decision making.
While there are many benefits of using the various mediums of communication, there are also many disadvantages. Television and radio are often viewed as the “in” thing for global communication. However, they are actually among the most expensive media and thus tend to attract listeners and viewers that are not representative of the bulk of the global population. They also have very high selectivity, especially the high selectivity of national advertisements on television and radio. These highly selected audiences are also among the most targeted audiences, which greatly limits the potential of reaching out to the global audience.
Print media have enjoyed considerable success and are highly preferred by consumers. They are fast gaining ground as a preferred medium of communication because they offer a wide range of information and complement the other established channels of communication like television and radio. But unlike television and radio, newspapers tend to lose their popularity quickly as new events are covered in newspapers and magazines. Moreover, unlike the other media mentioned above, newspapers are not subject to the changing moods of global communications.
The term media refers to human communication or the process of exchanging information. This definition is highly relevant for understanding the influence of mass media. Mass communication can be broadly classified in terms of the means of communication used to deliver messages and the level of audience concentration and influence. It can also be understood in terms of the timeliness of delivery of messages and of course, its degree of interpersonal or individual impact.
Unlike the common perception, there are certain advantages of magazines and newspapers over the other forms of mass communication like the television and radio. Magazines tend to have broader appeal and are highly preferred by the general public. The other two mediums mentioned above are highly specialized. Although both the forms of mass communication have some advantages over the other, it should be kept in mind that the advantages listed above are generally not present in all cases and different conditions require different forms of media for different situations.