Media performs very important functions in the society. In modern
democratic nation‐state system it
In the world of today, media has become almost as necessary as food and clothing. It is true that media is playing an outstanding role in strengthening the society; it’s a mirror of the society. Its duty is to inform, educate and entertain the people. There are numerous but vital roles media performs in
society. Of these roles major are discussed in following paragraphs.
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. Today’s media is up to mark by providing all kind information, news, views on different subject‐ social,economic,science,business from different parts the world. A person sitting in Asia can easily access the information related to Wall Street crisis in America, similarly person sitting in Europe can easily get information about Arab springs or Afghanistan war just because of media. 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.
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. Where there is a strong media, awareness level of general public is very high. For example public in America or Europe is more aware then public in Asian or African countries. It is just because media in these countries is free, strong and playing its due role.
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. Millions of dollars across the world are spent on the media campaigns, publicities and advertisements 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. Similarly print media is also printing the focused things which are being demanded by the readers. Programs of sports, fashion, cartoons, society focused programs like dramas & films; all are the indispensable sources of entertainment.
Media also educate the public. It is not mandatory that only educated and learned people watch TV or read newspapers, because now it is easy for even an unlearned and illiterate people to be aware of its surroundings. Educational and entertaining programs can help learning the new trends of society. In remote areas external news service of radio is considered a great source of education. BBC Urdu radio, and Radio Tehran is listened as source of information and education.
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.
Current media has proved that it is the fourth pillar of a democratic state by exposing the issues of accountability and good governance. This is the reason political scientist Karl Deutsch has called that the system of communication proves a "nerve of the polity," and any breakdown of the nerve may cause dysfunctional impact in the performance of the polity causing governance decay. Media significantly has exposed the corruption, accountability and bad governance issues through the world. Globally speaking, media has exposed the corruption cases related to arms deals by previous French President, corruption in UN food program for Iraq, bad governance issues in Pakistan and India, former IMF President Sex scandal, Former US president scandal and many more.
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 champion in promotion of democracy. Its role remained exemplary in promoting the democracy and its values. Historically, media supports the cause of democracy and always took the lead against tyranny, dictatorship and fought the battle for democracy and human rights. In recent years, Media played crucial role in bringing the wave of democracy in Middle East, East Asia and off course in Pakistan too. Hence it would not wrong to say that media is also playing a role of gate keeper for democracy.
Media have an important role in economic development of a country. Media does not only contribute by providing employment to people but also by providing information. E.g. information about market happenings, price fluctuations, market trends, and economic analysis would also help in taking sound economic decisions. Media also provides information about markets and investment friendly regions. It helps the countries to promote their products and soft Image of their country to bring investment.
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.
Role of media as the fourth pillar of state is significant in development of country. It can be a watch dog to monitor the functions of governments, it keep people aware about the social issues, inform government about the grievances of public, it foster economic activity by promoting positive image of country for investment, promote culture and cooperation among international communities. Eventually this declares Media as agent of change and development.
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, consumerism, 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 hot and sells. 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.
Media created super hype on different incidents. It was observed that this trait is generally present in all type of media across the world particularly in subcontinent. Recently, meeting between foreign ministers of Pakistan and India, US government official visit to Pakistan was covered in dramatic manner to create sensationalism.
Glorifying the criminal acts is the most controversial contribution by media in society. hang up of former President of Iraq, Killing of colonel Qazafi, suicide attacks by Alqaida, Lal Masjid massacre, US helicopters assault in Abbottabad, Mehran naval base attack, Kharotabad incident in Quetta. It was looked like a movie seen then a news covering. These were glorified by media both local as well international. On other hand it created panic and insecurity among one stratum of society.
Media is a Consumerism agent. Now a day media, both electronic and printing media is spreading consumerism. Over advertisements in newspapers, TV channels, Radio stations have significantly increased the consumerism. General trend is FIVE minutes program with FIFTEEN minutes advertisements. The role played by media to spread consumerism left adverse impact on society.
Media is the watch dog of the political democracy. If it plays its role honestly, it will be a great force in building the nation. However, reality is reverse in modern media; it is observed that newspapers and TV channels are mouthpiece of some political parties. As media is opinion maker, advocating and promoting any particular party may be a deception with general public. Similarly, international media is promoting the agenda of few developed countries; it raises some serious question over their objectivity and impartiality they claim.
In recent times, Media appeared as a propagandist and adopted yellow press policies. News or event covered in a way to create frenzy situation among people. Illegitimate, misleading, supposed truths are presented to create hype and entice the masses towards their agenda. Most frequently, they publish stories to get short term popularity but it also followed numerous apologetic notes.
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 globalized 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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