Role of media in shaping a societys perspective.

Mass media is a social institution that includes a variety of forms like TV, radio, films,
music, magazines etc. Its structure and content is shaped by the economic, political and
socio-cultural aspects of the society and it itself has far-reaching influence on the society.
1. It helps in the groth of nationalism, promoting a feeling of togetherness in people of
the country. !roth of Indian nationalism, anti-colonial public opinion as nurtured and
channelised by the nationalist press. "ationalist nespapers like #mrita $azar patrika,
%esari advocated the nationalist cause.
&. Media has helped in the diffusion of education to the masses by spreading ideas,
establishing common interests that help to spread enlightened culture. The reformers of
the 1'
th
century rote and debated in nespapers and (ournals. #ll India )adio undertook
a ma(or campaign for 1* years since 1'+, to educate and increase acceptance of -.V
seeds among the farmers of the country.
Media plays a significant role in moulding public opinion. It increases social aareness,
encourages active participation of the individual to realise his duties and obligations,
raises his standard of thinking and behaviour.
It is a means to inform the people of the various developmental efforts. It has also proven
to be a means to fight against oppressive social practices like untouchability, child
marriages, beliefs in itchcraft etc, promote rational and scientific ethos and a secular
society.
/. Media is an agency that teaches the society the ays in hich an individual act
positively in a social set up0 contribute in ays that can ensure ma1imum good of
ma1imum number of people. Mass media broadens the outlook of people ith regard to
religion and culture, helping remove superstitions, taboos and pre(udices.
It fosters empathy and understanding of the diversity and minorities that e1ists in India
and strengthens the social fabric of the nation.
2. It has the potential to change the behaviour patterns of a large number of people termed
as 3socialisation of society4
5. 6t. "ehru called media the atchdog of democracy. It has immense poer to hold the
government accountable and scrutinize policy decisions and actions and ensure that the
differing vies are e1pressed0 all of hich are very good for the health and vitality of the
democracy and society.
"egatives
1. 7e1ism0 8b(ectification of omen in films, songs0 propagating stereotypes
&. Materialistic and consumerist attitude.
/. 9eeling of relative deprivation in society0 outrageous display of flamboyant and rich
lifestyle.
2. 7leep disorders, obesity because of e1cessive TV vieing.