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Media performs very important functions in the society.

In modern democratic nationstate


system it is considered as the fourth pillar of the state whose functions are indispensable for
the smooth and effective functioning of a society. It is the horrible need of todays globalized
people to be aware of their surroundings. Therefore everyone gets information through easy
accessible sources of media. Mainly mass media is involved in providing latest information
about whole world, national, and local events. Both print and electronic media provides
important function of influencing public opinion, informing with recent developments on all
issues, surveillance, determining the political agenda, criticism, awareness, and social &
moral development of society. Media performs crucial functions in a society, but some time
its role may turned negative.
There are numerous but vital roles media performs in society. Of these roles major are
discussed in following paragraphs.
1. The most potent role of media in society is to provide latest information about different
happenings. It was the chief objective of media to keep people aware about the whole
world, national, and local events and happenings. Todays media is up to mark by providing
all kind information, news, views on different subject social,economic,science,business from
different parts the world. In information context, role of media is not confide to news only,
but at same time promoting awareness, education, developing perception and opinion of
masses. So role of media as an information provider is most crucial.
2. Awareness and education of masses is a another integral role media is playing.
Media has revolutionized the society by educating people on different local, national,
international, social, economical and political issues, list does not end here, it is the media
who has and is educating the people about their constitutional and human rights. Political,
social, economic and religious programs and write ups enable people to know about their
rights
3.Media is often considered cutting edge weapon for shaping opinion, perception. On
the basis of information it provides, public forms opinion and perception. When media
publish or telecast any information it becomes the general opinion of the people about any
issue. Today media is used as global opinion maker; both electronic and print media is
purchased to shape the perception and opinion of the people. Therefore media is called as
mirror of society.
Media is a great source of entertainment. It telecasts all types of programs because it knows
about its viewers
A very dynamic role that media is playing in bringing social change. Media has reshaped the
societies with its vibrant approaches. It highlighted the core issues and evils of society and
pushed the forces for social change. Corruption, poverty, illiteracy, social taboos, violation of
human rights, oppressing laws, traditional customs, injustice all are exposed by media in
many parts of the world. Those issues which were considered as secondary or less
important become the priority just because of active role played by media.
In this modern world the relationship between public and government is become easy.
Media performs as watchdog of government and stops the government when it goes against

public will. Media has highlighted many problems between public and government which
once were not addressed due to communication gap.
Media is also playing a very central role in promoting peace, cooperation and
internationalizing the local issues. Media has highlighted the war crimes, brutalities, right of
self determination, independence movements, and human rights violations. Palestine issue,
war brutalities in Bosnia, Kashmir issue gained focus from international community due to
role of media. Media has started different forums to bring people closer to solve the
problems with mutual cooperation.

This was a one side of coin other includes negative role played by media in society. Since
media is powerful tool so it also carries some objectionable roles. Traditionally , media is
accused for variety of negative roles it play to maintain its power like sensationalism, yellow
journalism, propaganda, exaggeration,false or misleading information and many more.
Media is highly criticized due to Sensationalism. Now days, media has become a
commercialized sector eying only for news that is instep. Instead of giving important
information and educative programs, all that one gets on television is sensational depiction
of all news stories, their only goal being gaining television rating points (TRPs). Strange
music, drama, phrases and other spicy ingredients are added to make news sensational.
Conclusion:
Media is fourth pillar, watch dog, agent of social change, influencer, educator, informer,
entertainer, guardian of democracy and many more. These titles clearly define the role of
media in society. A vibrant media is need of globalised society. Media become crucial like
food and clothing likewise it is playing many integral roles in society. Both print and
electronic media provides important functions of influencing public opinion, informing with
recent developments on all issues, surveillance, determining the political agenda, criticism,
awareness, and social & moral development of society. Though media performs crucial
functions in a society, but some time its role proved negative. It would not be wrong to say
that media is playing vital role to keep the society balance.

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