It is possible to use traditional and emerging media to convey advertising and educational messages to large audiences. These media are primarily one-way communications, but changing technology, coupled with increasingly sophisticated survey techniques, is improving the ability to engage in two-way communication where audience response has an impact on succeeding messages.
While an argument can be made to consider all mechanisms of communication as media, this topic area uses the word in the generally accepted way. It is used to describe television, radio, and print media. These are covered in Government Media, which deals with ownership questions, National Impact Media, and Community Impact Media. The section also considers some similar techniques in the computer and Alternative Communications fields.
