It is quite evident to all of us that the mass media has become an essential part of everyone’s life.
Rather, the media plays a constructive role in today’s society – from increasing public awareness to collecting views, information, and also the attitude of the people towards certain issue.
What Is Media?
It is one of the most powerful tools of communication in developing countries, as well as in developed countries. It can aid in promoting the right things at the right point of time or can make use of any situation to create disturbance around the people or in society. Media helps to provide a strong message to the world about what is right or wrong.
Media is present all around us. For example, when we watch the Television; listen to the radio; read books, newspapers, magazines, journals; etc.
The world is making steady progress towards a better future every day. But still, people are bound by the social problems and issues directly or indirectly are “ affected by the people, of the people and for the people.”
Media Keeps You Informed Irrespective Of Geo-Location
No one can deny the blessings of media in today’s world. The mass media helps people to remain informed and updated about the various news, events, social activities, lifestyle, entertainment, and advertisements irrespective of the geographical barriers. For example, while sitting in India, one can get all the latest news and events of the UK or the USA. Like, even while sitting miles away, one got the breaking news of Barack Obama winning the Presidential election. He became the first African American to hold the office.
How It Impacts?
Mass media have made a profound impact on societies and their culture. It ceases the boundaries of different societies among the individuals and creates ‘Globalization.’ The globalization is a decent case to delineate the friendship of media since people can witness what is happening in different nations or how they dress up and what their way of life is. Subsequently, they typically mirror what others do.
Furthermore, media are a storehouse of information. It educates individuals about day to day occasions or new revelations. This data some of the time is utilized to change individuals’ sentiment. For instance, in the race of president, the devotee of candidates publicize in media such as, TV or the web for them, and ingest consideration regarding choose any individual that they need.
Thus, it can be concluded mass media have a powerful influence in shaping a persons’ lives.
However, mass media can have both positive and negative impact on the lives and on the minds of the people. It depends on the mindset of the people, as to which side they look for.
Media: The Good & Bad Aspects
Media can help to create awareness among the people faster than any other thing. In fact, mass media can have a great impact on peoples’ lifestyles and culture. For example, girls living in a conservative country or girls who are growing up in a conservative culture can be prompted and motivated to wear short dresses by watching TV shows or by following another country’s culture. They might consider by wearing short dresses they can become cool just like the TV personalities they admire.
While the above point stresses on the negative impact of TV, it also has made some positive impact on society. Through television, one can create social awareness about many social and economic issues like AIDS, Child Abuse, Female Foeticide, and so on which are, For example, television channels organize TV shows like “Satyamev Jayate” which focuses on making people aware of the harsh realities of life. It mainly discusses and provides possible solutions relating to the various social issues of India. It aims to empower citizens with information. Hence, through this type of shows, many NGOs comes up with social causes and holds campaigns, demonstration, and protests in order to demand justice.
Even, National TV channels like Doordarshan, DD National used to air shows like “Bharat Ek Khoj” which was an Indian historical drama based on the book ‘The Discovery Of India’ written by Jawaharlal Nehru that covers a 5000-year history of India from its beginnings to the coming of independence in 1947. Hence, media also played an educative role by hosting programs like “Bharat Ek Khoj” in order to enlighten people about their country’s struggle to freedom.
Some Other Mass Media Platforms
a. Social Media has the power to mobilize the mass movement. For example, Tunisia and Egypt saw increasing use of the social media platforms, i.e., social media networking sites like Facebook and Twitter in order to help the citizens in organizing, communicate and ultimately initiating street action and civil disobedience campaigns. Also, during the year 2009, the Iranian “Green Revolution” was closely followed by the Western media channels via the following social media platforms such as Twitter and YouTube, and the latter even gave Moldova’s 2009 revolution its moniker, the “Twitter Revolution.”
b. In India, literacy forms a substantial barrier to the development of a country. In order to deal with this type of situation, radio especially, Community Radio can help to reach out to a large number of masses, like the poor people because it’s affordable and also uses less electricity. Community Radio lends a voice to the community they serve with programmes in local languages, and also respecting the local culture and tradition. It also provides a counterbalance to the increasing globalization and commercialization of media.
Any programmes can be successful if the information is disseminated at the grassroots level. Hence, radio forms another major platform that helps in reaching out to the rural masses, especially creating awareness regarding government policies. The Community Radio movement can help to create awareness among the rural masses about the different flagship programmes like ‘Digital India’ or ‘Make In India’ or ‘Beti Bachao-Beti Padhao’ or ‘Swachh Bharat’, etc.
c. National TV Channels holds educational programs. It helps in educating the children.
d. Social networking platforms like Facebook has brought people closer to each other. People now can easily connect with their friends, relatives who reside abroad.
With technological advancements, such as the Internet, have made it possible to bring the various forms of electronic media to our workplaces and homes at the click of a button. To conclude, the influence of mass media is undeniable as it can make or break the belief of the people, or start a movement for the right cause.
I feel that even though media has appeared as a prominent innovation but individual aspirations can effect in the formation of ideas and opinions.