Society and Beliefs^299
FIND OUT MORE. Cinema 346–347 • Internet 191 • Printing 339 • Telecommunications 192–193
HOW DO PEOPLE CHOOSE A PAPER?
Readers often pick a newspaper that reflects their own
interests and political views. Each newspaper has its
own editorial standards, which shape how the news is
presented. Some newspapers present a more serious
coverage; others are more sensational. Readers may
buy a different paper if it has an exclusive story.Broadcast media send information to a
wide audience using advanced electronic
technology. Radio was first broadcast in
the 1920s, and television in the 1930s. In
recent years, digital technologies have
created a huge expansion in the number
of channels of all kinds.WHO LISTENS TO THE RADIO?
Radio is a truly global medium for talk, news, and
music. More than 300 million battery-powered radios
are sold every year, providing a cheap and accessible
alternative to television. Television is often less easily
available to many in developing countries, especially
for those without access to electricity.Producers of goods and services use the media to encourage
people to buy their products. They buy space in any media
that reach their target consumers, in order to advertise, or
promote, their goods in a way that appeals to them.Newspapers, magazines, and the journalists
who write for them, are known collectively
as the press. One in every six people
reads a daily newspaper. The world’s
leading newspaper, Japan’s Yomiuri
Shimbun, sells over 14 million copies a day.DOES ADVERTISING WORK?
Although consumers rarely admit to being influenced
by adverts, effective advertising does increase sales.
Global industry pours more than £200 billion into
advertising every year, with around 40 per cent of the
total budget dedicated to TV coverage.1 SELF-POWERED RADIO
This Burundian girl lives in a refugee camp in Tanzania. As there is no
school, she listens to lessons on a battery-free radio. These economical
radios are solar powered or can be charged by winding them up.ADVERTISING
ADVERTISING ICON 3
Coca-Cola™ is one of the world’s most
successful products. Its soft drinks
are sold almost everywhere, and its
distinctive logo is recognized worldwide.PRESS
BROADCAST
PRESS GANG 3
Newspapers often buy photos from paparazzi, people
who take unofficial pictures of the rich and famous.media