Role of Media

ROLE OF MEDIA IN PUBLIC LIFE INTRODUCTION The importance and the impact of the media, written or electronic cannot be marginalized in the world of today. In the modern world of quick communication and quick information, media plays a very crucial role. The original role of the media was and still is to give to the public all relevant information about occurrences in the country and the world. Now the written media includes a host of publications, dailies, fortnightly, weeklies, monthly all giving information about events with supplement of suggestions and comments by learned people. Today, the print media has acquired such proportions that, there is absolutely no avenue of knowledge or information that is left out. Multifarious avenues are being touched upon, whether it is local, national or international. All avenues are being dwelt upon at great length. The great advantage of this media in spreading of news, knowledge and information through the length and breadth of the world. Public implies openness, community, citizenship, discussion, debate. RELATIONSHIP OF MEDIA & PUBLIC We have to first understand as to what role does the media have in political behavior and how can we best describe the relationships between the public and media. As we know that media and politics and media and public life, is best accomplished through multiple lenses, those of historical narrative, ideological frame, and studies of behavior. The principal influence of the media on public life is through the ways media present information and the contexts within which they present it — how, in short, they treat the real world and how we, in turn, react to those presentations. There are significant differences between the ways various media sectors approach reality: The news and information media attempts to represent it. Advertising and public relations practitioners try to focus attention on those aspects of reality that further interest their clients. And producers of