Media Role

“The role of media in today's world” In the present era, media has become as necessary as food and clothing. It has played significant role in strengthening the society. Media is considered as "mirror" of the modern society, infact, it is the media which shapes our lives. The purpose of the media is to inform people about current and new affairs . It tells about the people who are geographically divided. For many community groups and organisations, gaining positive and consistent coverage in the media can have an incredible impact on the work they do.

It can have a multiplier effect on the good work that groups are doing. If people know what you have achieved and what you do, they are more likely to support your group. The more support you get, the more likely you are to have a bigger impact. The role of media has become one way of trading and marketing of products and prejudices. The media claimed to be governed by righteousness and equity, but greed and self-issues has poisoned its objectives.
Why is the Media Important?
It gets your message across to a wider audience. It can help you target your message to the people you want to hear it.

The media is so varied that a community group or organisation can closely target almost any sector – and through them, almost any section of the public - by looking closely at where it is directing its media focus . It can increase your profile among the general public.

Media coverage can build your profile in the community, which means may be able to attract more members, donors, fundraisers, supporters, helpers, etc.

Not only this, but a raised profile through media exposure will also shore-up and strengthen the support you already have among existing members, donors, supporters, helpers, etc. It can sway opinions. One of the most significant powers the media has is that of being able to shape opinions.

For your community group or organisation, this presents great opportunities to get more people thinking positively about you after hearing positive news coverage of your group and what it is doing. Media is in charge of: 1. Information 2. Education 3. Entertainment 4. Advertising 5. Correlation of parts of society Society is influenced by media in many ways. It is the media due to which the mass gets information about a lot of things and also to form opinions and make judgments regarding various issues. It is the media which keeps the people updated and informed about what is happening around them and the world. It helps everyone to stay in connection with the developing world. Media has a bad effect on a young generation, mainly because , youth is strongly influenced by media. Teenagers and children wish to follow the people, who get recognized and do what they do to get noticed. Sometimes, they focus on bad part of the media and get eager to be a part of it. Due to this the youth gets a lot of distraction. The media affects people's perspective. Too much intervention of media in everything is a matter of concern. Media can be considered as "watch dog" of political democracy. Through the ages, the emphasis of media on news has camouflaged. Media these days, tries to eye the news, which could help them to sell the information that is gathered worldwide, so that they could pave a way of success and fame of their respective channels. Fm radios, newspapers, information found on net and television are the mass medias that serve to reduce the communication gap between the audience, viewers and the media world. For the sake of publicity and selling, important figures, their lifestyles are usually targeted. Unimportant and irrelevant news, that usually have no importance are given priority and due to this reason or the other ,they get onto the minds of the viewers and in this ways many times, important political, economical and sociological news get neglected and gradually, lose their importance! No doubt, media has played significant role in making the world a global village and to reduce the communication gaps amongst the people living in the far areas but unfortunately, media these days has become a COMMERCIALIZED SECTOR, starving for the news which are hot and good at selling. Their goal is to gain the television rating points. I believe, if the media identifies its responsibility and work sincerely and honestly ,then it can serve as a great force in building the nation.
Thank you.