ASSIGNMENT Internet and mobile mass communication belongs to







Topic: Role of Media in the Society

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Sec B




                   Media is considered as the
4th pillar of the society with the other three being legislative, executive and
judiciary. Media plays an important role in the welfare of the society, working
as an informer, an educator, an entertainer, and influence various aspects of
human life in numerous ways.  It plays multiple role in society which include
collection and dissemination of information, transmission of social and
cultural values, and a source of education and entertainment. Media also
provide the public with information upon which views can be expressed and
decisions can be made about political and social issues. It also helps in
promoting the right things at a right point of time and can make use of any
situation to create a sensation around the people and the society. Media tells
the world about what is right or wrong and analyse all the events occurring all
around the world. Thus for the society, publicly accessible media is a
privilege and obligation.

There are various
types of media which includes broadcasting and narrow casting medium like
newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and
internet etc. Broadcast
media transmit information electronically through several mediums
like film, radio, music and television.  Both Internet and mobile
mass communication belongs to digital media. Internet media includes services
as email, social media sites, websites etc. Outdoor media transmit
information through AR advertising, billboards, blimps, flying
billboards, placards or posters placed inside and outside buses and other
public transport, commercial buildings, shops, sports stadiums, subway cars, or
train etc. Print media transmit information via newspaper, books, comics, magazines,
or pamphlets etc. Event organizing and public speaking can also
be considered as various forms of media.

By objectively
circulating all manner of information and opinions, the media can be a most
useful building block that joins together the functions in our communities. At
the same time, the media can be used to subjectively and selectively control
the distribution of the same, and by distortions of content, become a deadly
weapon to the very civilization that it proposed to serve.  Thus it is up to a society to maintain the
health of its media, and if adversities occurs, then the consequences are entirely
our own.



The Role of Media in the Society:

 Media plays an important role
in shaping the mind and life of people to a great extent.

1 Media provides new and information about events occurring
all around the world.

 2 Media
helps in educating people about the issues of the society.

 3 Media
helps in the effective functioning of a democracy. They inform the public about
government policies and programmes and cons and boons of these policies. Thus
it helps the people to voice their feelings and compels the government to make
necessary amendments and changes in their policies or programmes.

 4 Media
also acts as a trigger and a chance- maker in the development of the society.

 5 It is a
source of entertainment.

 6 Media
helps to bring closer the different sections of the society and also different

7 Media helps in the political and democratic
functions of the government of a country.

 8 Media
promotes the growth of trade and industry through advertisements.

 9 Media
helps to bring about significant changes in the society.


The citizens of a country must productively participate
in the decisions that shape their lives in order for development to be just and
sustainable. Participation of an informed citizenry is crucial. A free and
independent media should supply timely and relevant information to citizens to
keep them informed about the issues occurring in the society and to demand
higher social standards from the society. From
the earlier time onwards, media has remained an important and integral part of
human civilization.

Media has always taken a
pivotal and crucial role in shaping our society from the days of Vedas and Upanishads
to edicts of emperors like Chandragupta, Asoka to the medieval Indian
historical occurrences and gatherings to the modern day’s highly developed
audio, video and print media. During India’s freedom struggle for independence
from the colonial authorities, newspapers like Bal Gangadhar Tilak’s Maratha,
Mahatma Gandhi’s young India, The Socialist etc acted as a platform for the
common masses to convey their demands and to express solidarity with freedom

The Indian media grew
tremendously after the independence and today comprises of more than 50,000
channels, newspapers. Visual media  has becomes
a very potential tool in informing the current news, entertaining the people
and shaping up of public opinion and expressions since the introduction of
television in our country in late 70’s. The social networking sites and World
Wide Web have given rise to electronic media where even a common man can
express views through blogs, websites, Facebook and Twitter, Instagram etc.
Along with print media, all these audio, video and social media constitutes a
richly diversified media industry in India. The content that media
provide the public with is always closely related to the material and spiritual
development of the society and also at the same time, the way the media operate
can reveal the political, economic and cultural level and freedom of that
society. Throughout the history, we have witnessed media producing and
agitating against worst possible cases of committed crimes against humanity and
human race. And their role after the ending of the war has rather significance
in terms of searching for the truth and reconciliation and also in giving due
respect to the victims. Besides that, providing information and facts about the
suffering of the both sides also shows a significant step taken towards the
development of general empathy in the society.

Media acts as a link between the government and the
common man. It is a very powerful tool which has the ability to make and break
the expressions and opinion of the society. Thus for proper functioning of a
democratic system and the network of the media, transparency and accountability
are a must. But the nexus between corruption and democrats along with the dirty
politics seems to have snatched away the peace and harmony of our country. This
dangerous politics played by the democrats including the politicians, the
bureaucrats, the notorious criminals is far away from the heights of disastrous
politics played by the media. They throw the whole society into an inferno for
achieving their vested interests.

To protect public interest against corruption, malpractice
and create public awareness, media acts as watchdog. Today when politicians are
taking full advantage of their positions and are engaged with corruption and making
the life of the common man miserable and when taxpayer’s money is snatched away
for the personal gain of the rich and powerful, the ordinary people become a
mere spectator and in this scenario, the media has a greater responsibility as
the fourth pillar of democracy. Media has a very important and crucial role to
act against the inequality, injustice, oppression and discrimination of our
By carrying out relentless campaign against the oppressors and corrupts,
media helps in fighting against corruption and discrimination of the institutional

It is important that the media should adhere strictly to its
code of ethics while performing its role of watchdog. The media, because of its
professional responsibilities has free access to all sources of information and
it must hold this right only for the pursuit of truth and the affirmation of
the ideals of communication and must stand for the unity of the society. The
responsibility of the media must disseminate to the public only the true
information and must avoid all distortions and manipulations of facts and
information. When gathering news, the journalists must not resort to illicit and
wrong ways to obtain information or omit essential information or falsely
represent information.

 But just like the two
sides of a coin, media has negative impacts too. Manipulation of the psyche of
the audience by the media is a dangerous act and should be discouraged entirely.
The juggernaut of media is a double edged sword because if used properly it can
prove to be good for the society but if not, when it falls into the hands of
wrongdoers, it could result in the total destruction of a peaceful society. The
various negative sides of media are:

Manipulation of information:

The biggest drawback of media is
the manipulation of information and the lack of authenticity. Unfortunately,
there is no definite way of checking the genuineness or accuracy of the
information and often the final version is manipulated or distorted which can
results in biases and wrong messages.

Lack of focus:

The media often resort to sensitize the information
for TRP ratings and to secure a wide audience, and this creates a lot of
confusions and dilemma and most of the time, completely lose focus on very
crucial piece of information. This leads to conflicts and chaos and the wrong channelling
of news and facts.

Health hazards:

 Spending too much time in the social media
websites, continuous use of networking sites and longs hours spend on internet
surfing idly is a big threat to the health. Health issues like obesity, eye
sight problems, headaches, migraine, back pains, disturbed sleep and lack of
focus and concentration are some major issues the society is dealing with.

Cyber bullying:

bullying and stalking has become common due to the easy availability of social
networking sites and other websites. It is a great danger to the privacy of

It is essential that the respect for the private life of
persons and human dignity and various rights concerning the protection of
individuals against bullying, defamation, calumny, stalking, slander and
malicious insinuations must form the most important ethics of the media norm.
The negative psychological effects of media can adversely change people’s outlook
on life. Media holds a very influential role on the cultural and moral values
of society. The audiences tend to believe in what is depicted by the media,
especially the youngsters and children, who are prone to mix together the reel
and the real life under the negative influence of the media. Also long hours of
exposure to media can add to the sedentary nature of one’s lifestyle and



                         Over the past 500 years from its
beginning, the influence of media in the society has grown exponentially
significant with the advance of technology. Initially, there were the
traditional mediums of books, newspapers, magazines, photography, sound
recordings and later on films, radio, television and then there emerged the
so-called new media, the Internet, and the social media networks.  To keep their lives moving through daily
activities like work, education, healthcare, leisure activities, entertainment,
travelling, personal relationships etc, now everyone depends upon information
and communication facilities rendered by various Medias. It covers a wide
variety of people’s interests and acts as a huge consortium of people working
together. It has a tremendous impact on every aspect of our lives.  By providing a line of communication between
the government and the common people, media
plays the role of a common carrier. In a developing country like India, the
media have a great responsibility to fight against discriminations and
oppressions suffered by backward and minority classes, communalism and also
against the ongoing emergence of fascism.  It also has a significant role in helping
people in their struggle against poverty and various social evils such as
casteism, superstitions etc. Even now, a large section of the Indian society is
backward and ignorant and thus, it is also the responsibility of the media to
bring about significant change and improvement in their lives. Thus, the media
do not merely perform an instrumental function in the society. They also shape
norms, beliefs and fields of interest in various matters such as identity building,
regionalization etc and also play a very crucial role in the maintenance of a
harmonious multicultural society.