Book Title:

Media is a tool for communication that can be used for either storing the information or delivering the information or data. Mass communication emerged with the rise of mass media such as press, photography, cinema, broadcasting, and publishing. Recent advancements in technology changed the relationship between media and society for the better. Media such as television, newspapers, radio, books and cinema help in serving the social and psychological needs of the society. In today’s world, “Media” refers to a range of communication channels, from television to new media. New media includes internet, smart phones, websites, gaming, animation, Visual Effects (VFX), blogs, wikis, etc. As observed in, digital advertising remains to be the predominant industry exhibiting an increase in growth of 28%, followed by animation, gaming, radio and music industries. compared online and traditional media based on their credibility, as people do not pay attention to the media which they do not perceive as credible.