Role of Media in
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 influences the various aspects of human life in numerous ways.
It play multiples roles 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
6 Media helps to bring closer
the different sections of the society and also different regions.
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.
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
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
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 society. By carrying out relentless campaign against the oppressors
and corrupts, media helps in fighting against corruption and discrimination of
the institutional machinery.
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:
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.
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.
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 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 individuals.
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 health.
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.