See also: Media
One names media a means Impersonnel of diffusion of information (like the press, the radio, the Télévision), used to communicate. The media make it possible to disseminate information towards a great number of individuals without possibility of personalization of the message. This is why one also speaks about media of mass (or mass media). Nevertheless, one uses the term in fuzzier meanings, to indicate means of communication such as the Langage, the writing or the Musique.
In audio, in video and data processing, one call often media the support on which is physically stored, or contained (in the case of a simple file), a music, a film or photographs.
One should in any rigor say a medium (without accent) and of the media (without accent), but the term medium evokes by too the Music-hall and the arts divinatoires and orthographical confusion too present. Finally, the use tends to be spread of speaking about a media (with accent) and of several media (with accent).
EtymologyMedia is the plural of the Latin word medium (medium, intermediary).
Mass-media , which comes from the the United States. This term had been introduced for the needs for the Publicité and the Sociologie. In the years 1950, the word " medium" was employed to indicate a support employed for publicity, media being the plural form. passage little clearly--> The insistence of part of the journalists to write it with an acute accent and to add to it a “S” final ended up making the rule in fact of it. The term media in conformity with the spirit of the language and used by the academician Alain Peyrefitte remains little employed, except at some purists. Since " médias" became the writing indicating several supports, " média" became the writing indicating a single support. For as much, the form media in general remains the most recommended by grammars because it is about a Latin word (like idem for example, that one does not write idem ).
Marketing and publicity
In Marketing, one traditionally indicates by media the following means of communication: Posting, Cinema, press, radio, Television and now Internet. The actions of communication which use one or several of these media are then indicated under the expression “communication media”, in opposition to the actions of communication “out-media” (like the actions of Public relations, the direct Marketing or the Mécénat for example).
Let us note here that the study of the media must, more and more, to seek to integrate the analysis of the Image and its effectiveness in the communication. One will speak about support to indicate a particular vector of communication inside media (for example the radio is media and France Inter is a support). The media are like a standard whole of supports in the same way.
The Media planning consists in conceiving media plans: the choice of supports and distribution of a Budget, " purchase of espace" to touch a Target. Marketing uses the Internet like advertizing media, a transmission channel of publicity. However, in this precise case, the possibilities of identification of the target, use of the cookies, seized by online informations, allow a Personnalisation message. One moves away then from the traditional vision of the mass media.
The Publipostage ( mailing ) is not regarded as mass media , either that the E-mail.
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