INTRODUCTION:

Communication is the basis of human society. Exchange of information through body language, signals and speech comes under communication. It is through communication that human social relationships are formed and continuously develop. The entire process of functioning of human society is based on communication.

“Communication and humans are fellow travellers on this earth. It is this mutuality between the two that has developed the society. Communication, both in the form of words and sound, is the basis or foundation of the creation of society. In every period and era, man and human society have been conscious of the communication process. The development of society and the development of communication developed simultaneously. Both society and communication have constantly changed and evolved. Both have been transformed. In the Indian tradition, communication is rooted in the effort of work, whereas in the Western tradition, communication is a system related to information processing. Its desire is to become one from many. The desire to be safe and know everything is the basic basis of 'communication'. It is as old as humans, while the actual fact is that communication is the basis of human society.¹

McBride Commission states that "Communication is a vital resource of life. It gives impetus to social activity and expression of fear. It inspires people in a natural way. It gives information about its colourful process, methods and system. He has control and authority. Is the author of common knowledge and ideas; provides strength to the feeling of unity through the exchange of messages. converts these ideas into action. Humbly entrusted with the responsibilities of human existence. It is the expression of creativity or destruction of the needs and feelings of human beings. Communication is the expression of knowledge, power of organization. It is the result of the memory of the past man and his generous, stable aspiration, which has been continuously striving for a good life. As the world is progressing, the responsibility of communication is becoming complex and intricate.”²

Definition of Communication:-

Scholars have tried to define communication in many ways. These can be seen as follows-

"Communication is the power by which a single communicator persuades other people to change their behaviour." –Howland “Communication is a process in which information, decisions are made and given through a social system and is a way in which knowledge, ideas and attitudes are created or changed.” – Lummi and Begel³ Types of Media:

1. Print media (newspapers, magazines, pamphlets, comics, books)

2. Electronic media and digital media (television, radio, computer internet, smart phone email)

“Electronic media are pervasive in human life, especially influencing youth in significant ways in their daily activities, study, work, social interactions and their worldview. The current generation is often referred to as the "net generation", "millennial generation", and "digital natives". These children involve themselves to a great extent in media-rich environments since childhood, using computers, playing online games, constantly communicating and connecting with their friends through electronic devices. As they grow up, they use more and more media devices as part of their learning as well as leisure and entertainment. Youth have been described as creating a bedroom culture that facilitates their media consumption without parental supervision or limits.”³

Positive and negative effects of electronic media :-

The biggest advantage of electronic media is quick transmission. It requires only a few seconds to communicate through electronic media. You can share some information with just one click. Wide coverage: Worldwide communication requires only one second. Low Cost: Electronic communication saves time and money.

Electronic media has been growing rapidly in the last 15-20 years. The interest of the youth towards it has also increased and its effect is visible in the modern society. Be it the trend of fashion or the promotion of modern songs, media has played an important role everywhere

· Positive effects of electronic media :-

Any news reaches the youth in a very short time through electronic media. Like TV, news channels, online YouTube and other social media platforms.

Youth easily get news of the world every day, with the help of online internet they can get information from any corner of the world.

Electronic media costs very little to operate. In today's time, any youth can create their own news website, blog and channel. And can share information with people.

Today's youth are connected with technology. Through technology, we can easily communicate with each other, nowadays youth have many tools at their disposal. To talk to each other like Facebook, WhatsApp, Instagram etc.

All work is done digitally through electronic media. No printer or printing machine and paper is required.

Youth can get any information through internet anywhere, anytime. With the help of social media you can run advertisements or create content. Can easily create awareness among people. The youth would get information about what is happening in the society. Every moment's news reaches the youth, all this is possible only because of electronic media.

Everyone has control over electronic media, hence everyone knows what is good and bad. Tells the youth the difference between right and wrong. Television shows teach the younger generation about morals and values as well as what is right and wrong.

Educational television is for people of all ages. Online studying increases the knowledge of students. It provides National Geographic, archaeological information and information about different cities.

· Negative effects of electronic media :-

Due to greed, they sometimes spread wrong information to the youth, which works to poison the society. In the last few years, there has been a rapid increase in the incidents of giving priority to exclusive news due to commercial benefits, as a result of which their credibility also gets affected. Questions have started arising.

In India, most of the newspapers and news channels are owned by some big business family. They are more concerned about the interests of their enterprises than public interest and national interest. This type of journalism can be fatal for any country. It is important for the country to control such journalism. Apart from this some other disadvantages are as follows.

Excessive use of electronic media affects eyesight. Due to which the eyes start seeing less in the distance. Excessive volume of television causes noise pollution.

Youth can have a bad influence on electronic media because with the help of online internet, you can easily find out everything. It may also contain some wrong information about the movie or wrong things. Due to this, the youth start facing problems in their studies due to which their marks in studies start decreasing. Excessive use of electronic media wastes time.

A conspiracy is hatched against the person by removing or wrongly adding photos and videos. Blackmailing incidents are increasing day by day. Youth spend more and more of their time on Facebook, Instagram etc. The physical health and mental health of the youth are also adversely affected. Cyber bullying has created many serious problems among the youth. Youth consume drugs. And as they get excited, they also become aggressive. The personal life of the youth gets completely disrupted. Cyber crime is the biggest serious problem of electronic media.

CONCLUSION: -

Today the young generation is using smart phones/mobiles more as electronic media as news is broadcasted through electronic media and read electronically and so are advertisements. Electronic media facilitates communication by connecting youth to each other, generally through electronic devices.

It is important to evaluate the impact of electronic media or digital technology on youth. The influence of electronic media will shape their adult behaviour and the behaviour of future societies. It would be interesting to know that tech giants Steve Jobs and Bill Gates strictly controlled their children's access to technology. The solution to the problem may lie in avoiding excessive use of electronic media and using it in a balanced manner.

Media like television, radio and internet increase the overall awareness of youth. They enhance our general knowledge by providing us information from all over the world. News broadcast through various media helps us to know about day-to-day happenings in the world.

REFERENCE: -

1. Dr. Chandra Prakash Mishra – Communication and Media (2006) Sanjay Prakashan New Delhi, Page-1

2. Ibid, page 1

3. Dr. Balveer Kundra -Communication to Mass Communication and Public Relations (2006) KK Prakashan New Delhi, Page-4

4. https://www.gtechhindi.com

5. Prof. Bhavana – “Impact of social media on youth in modern society” Volume – Viii, Issue-IV May-2023

Received on 09.07.2023 Modified on 17.09.2023

Int. J. Rev. and Res. Social Sci. 2023; 11(4):213-215.

DOI: 10.52711/2454-2687.2023.00035