NCERT Class 7 Political Science — Chapter 3: Understanding Media

Correct Option

The correct option is

Changing technology requires mass media to make significant capital investments.

Explanation

Mass media refers to the diverse array of media technologies (television, radio, newspapers, internet) that reach a large audience via mass communication. The operational model of mass media is intrinsically linked to the technology used to disseminate information, which dictates the economic structure of media organizations.

Statement-wise Analysis

• Statement Media technology has remained largely static since the 19th century. is Incorrect. Media technology has not remained static; it has undergone rapid evolution. Since the 19th century, the medium has shifted from print and telegraph to radio, television, satellite communication, and digital platforms.
• Statement Mass media operations are low-cost due to open-source technology. is Incorrect. Mass media operations are highly capital-intensive. While some software might be open-source, the physical infrastructure-such as sound studios, transmission satellites, high-end cameras, and newsrooms-requires substantial funding.
• Statement Changing technology requires mass media to make significant capital investments. is Correct. Technology in the media sector changes frequently (e.g., the shift from analog to digital, or standard definition to 4K broadcasting). To remain competitive and maintain reach, media houses must constantly upgrade their equipment and infrastructure. This necessitates significant and continuous capital investment, often making mass media the domain of large corporate entities.
• Statement Technology plays a negligible role in the reach and influence of mass media. is Incorrect. Technology plays a central, not negligible, role. It determines the quality of content, the speed of delivery, and the geographical extent of the media's reach.

Key Takeaway

Mass media is a capital-intensive industry primarily because the constant evolution of technology requires media houses to make significant financial investments to sustain their operations and reach.