ஜர்னல் ஆஃப் மாஸ் கம்யூனிகேஷன் & ஜர்னலிசம்

Broadcasting has long been recognized as a powerful tool in shaping public opinion, influencing societal perspectives, and disseminating information on a mass scale. This manuscript explores the multifaceted role of broadcasting in melding public opinion through various media forms, including television and radio. It delves into the historical evolution of broadcasting, its impact on public discourse, and its ability to amplify certain narratives while marginalizing others. The manuscript also examines contemporary issues such as the digital revolution and the democratization of broadcasting platforms, which have transformed the landscape of public opinion formation. By analysing case studies and theoretical frameworks, this paper aims to provide a comprehensive understanding of how broadcasting shapes public opinion in the modern era.

Native advertising has become a ubiquitous presence in contemporary journalism, blurring the lines between editorial content and paid advertisements. This manuscript explores the impact of native advertising on journalism ethics, analyzing the ethical challenges it poses to journalistic integrity, credibility, and transparency. Through a comprehensive review of scholarly literature, case studies, and industry practices, this paper examines how native advertising influences news production, audience perception, and media economics. It also discusses the ethical considerations journalists face when navigating the complexities of sponsored content, disclosure practices, and maintaining public trust. By critically evaluating these issues, this manuscript aims to provide insights into the evolving landscape of journalism ethics in the era of native advertising.

Social media has profoundly impacted traditional broadcasting, revolutionizing how information and entertainment are disseminated and consumed. This manuscript explores the dynamic relationship between social media platforms and traditional broadcasting channels, examining the evolution of audience engagement, content distribution strategies, and the overall media landscape. By analysing the advantages, challenges, and transformative effects brought about by social media, this study provides a comprehensive understanding of its influence on traditional broadcasting. The advent of social media has heralded a new era in communication, significantly altering the landscape of traditional broadcasting. Where once television, radio, and print media reigned supreme as primary sources of news and entertainment, platforms like Facebook, Twitter, Instagram and YouTube have democratized content creation and distribution. This manuscript delves into how social media has reshaped the dynamics of traditional broadcasting, influencing audience behaviors, content production strategies, and the overall media ecosystem.

Community journalism, particularly in the realm of hyperlocal news, plays a pivotal role in democratizing information and fostering civic engagement within localized communities. This manuscript explores the evolution, challenges, and future prospects of hyperlocal news in the context of community journalism. Through an analysis of existing literature and case studies, this paper examines how hyperlocal news outlets contribute to community identity, social cohesion, and the dissemination of crucial information. Additionally, it investigates the impact of technological advancements and changing media consumption habits on the sustainability and relevance of hyperlocal news. By addressing these issues, this manuscript aims to provide insights into the potential future directions of community journalism in an increasingly digital and interconnected world.