The Role of media plays a central role in setting and defining the public agenda regarding people, issues, events and topics that are important to society and the public interest.

A study of the 1968 presidential election found that evaluating the preparation for the main event which voters consider most important to the country correlated closely with media coverage of the election. In other words, this study found strong evidence that the media played an important role in shaping the electoral agenda. The media often deal with issues that voters consider most important. The author explains: “The media is the primary source of national political information. For the most part, the media provide the best readily available assessment of an ever-changing political reality. Of course, the way we get information has changed since 1968.

Changed dramatically, but decades of research are being applied. Agenda emphasizes the principle of agenda setting. The media helps the public analyze the issues they need to know about. The media sets the agenda by shaping public discourse.

Media plays an important role in shaping our society. Its importance cannot be denied. It is a quick way to impart information and learn about old, current and new things in society. This includes electronic and paper media. Let’s discuss some of the important roles and responsibilities of the media and what they should be.

There are now on-air whistleblower programs, and these whistleblower programs increase politicians’ knowledge of politicians. The basic wisdom of the media is that they are now the best conductors of music for the local people. These provide the perfect surface for all types of people once taken off. With the improvement of media it has become more rigorous and useful for people of all ages.

It can be used as a driving force to reach consensus on important issues such as education and health. The truth is that the importance of media in the interdependence of human affairs cannot be underestimated in the age of rapid globalization. A bona fide independent media can act as a collective conscience at national and international levels. However, this is often easier said than done.

Finally, the media can contribute to the integration and stability of the country by playing an educational and informative role and imparting knowledge to the masses, because knowledge is power and only an enlightened society can create a positive attitude towards life.


Important features for media


Space for conversation: New media creations often encourage more conversation than older media. It provides a space for the audience to interact and interact with information from the media.

The Power of Consumers: Engagement also builds your audience. Of course, in some new media productions the audience may be better defined as the consumer, as the distance between media producers and their consumers is reduced. Viewers can use streaming services to watch various TV shows that they want to watch in their free time.

Better coverage: New media can be called open media. When people have access to resources and high-speed Internet, they can quickly access a wide range of multimedia content (much of which is free). It allows media producers to make money, switch to different subscription services, and add large amounts of advertising to reach a wider audience.


Media Advantages




Media educates the public. Through television or radio broadcasts, viewers learn about various facts about health issues, environmental protection and many related topics.



People get latest news in less time. Distance is no barrier to reach people anywhere in the world. People receive daily updates from the media to keep them abreast of current trends and events around the world.

Use of innate abilities

People discover their hidden abilities through media. Media helps them discover their hidden talents like acting, performing, singing and storytelling



It is a good source of entertainment. People enjoy music and TV shows.

Cost reduction

Electronic media facilitate electronic copying of information, reduce production costs and make mass education affordable.

Cultural Immersion

Media allows the spread of different cultures by showcasing different cultural practices. Help people around the world understand each other and accept their differences.


Lack of media



People spend a lot of time browsing or viewing content online. As a result, their relationships with friends, family, and neighbors may suffer.


Some multimedia content is not suitable for children. In some cases, it may be difficult for older people to restrict access to this content.

Fraud and Cybercrime


The Internet provides ways for fraudsters, criminals, hackers or scammers to commit criminal acts without the knowledge of victims.



Certain television programs and online media can be highly addictive for most children and adults, resulting in reduced productivity.

 Health problems

Watching TV for long periods of time or using the Internet too much can cause vision problems, and exposure to loud noises while using headphones can cause hearing loss.

Weak Propaganda Strategy

It seems that drug and alcohol abuse is a cool thing that can harm the youth of the country. Personal injury: Some people decide to try the tricks portrayed in the media, resulting in serious injury.

Malicious and fake profiles

Anyone can create an anonymous account and impersonate another person. One can use these profiles for malicious purposes, such as spreading lies, which can damage the reputation of the targeted person or company.




Media is a reflection of our society and shows what and how society works. Media, whether paper, electronic or website, is the only tool to help raise awareness. It also helps to entertain people, educate people and inform them about current events. Today media has become the voice of our society. There are various forms of media that help inform, educate and entertain our community. Media can be in the form of paper, for example through newspapers, books, magazines etc. Mass media refers to the electronic form of information transmission, and is one of the most widely used media. With the help of radio and television, listeners and viewers are not only updated but also understand the current affairs. Since radio is an audio medium, it helps in conveying information to every nook and cranny of our country.

The role of media in conflict situations is very important. In such cases, the media can incite violence or promote peace through its reporting. Media reports have a significant impact on public opinion and conflict resolution. Media has many flaws but it has always played an important role in a democratic society. Media helps people to know what is happening around them. This is most evident in conflict situations where people rely heavily on the media to track the rise and fall of violence as it develops. In the era of the information revolution, the media is the most influential tool for persuading politics and national security.

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