The singular media and its plural medias seem to have originated in the field of advertising over 70 years ago; they are still so used without stigma in that specialized field. In most other applications media is used as a plural of medium. The popularity of the word in references to the agencies of mass communication is leading to the formation of a mass noun, construed as a singular.
This use is not as well established as the mass-noun use of data and is likely to incur criticism especially in writing.
media
3 of 3plural of medium
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