Media impact on Society Or
Influence of media on society Or
Critically assess the ways in which the media can be said to influence or have efforts on society.
The Mass Media is a unique feature of modern society; its development has accompanied an increase in the magnitude and complexity of societal actions and engagements, rapid social change, technological innovation, rising personal income and standard of life and the decline of some traditional forms of control and authority.
There is an association between the development of mass media and social change, although the degree and direction of this association is still debated upon even after years of study into media influence. Many of the consequences, either detrimental or beneficial, which have been attributed to the mass media, are almost undoubtedly due to other tendencies within society.
Few sociologists would refute the importance of the mass media, and mass communications as a whole, as being a major factor in the construction and circulation of social understanding and social imagery in modern societies. Therefore it is argued that the mass media is used as “an instrument”, both more powerful and more flexible than anything in previous existence, for influencing people into certain modes of belief and understanding within society.
The question of media’s influence on society and its cultural framework has often been debated upon from leading theorists to anyone with any form of media connections, but to contemplate that the character of Chulbul Pandey from Dabang or student group of Rang De Basanti can have an influence on an audience members attitude, beliefs or interpretations of society is a very simplistic and debatable version of the truth.
The media does influence, but using more diverse and subtle roles of impact. Some theorists suggest that it is even a case of society influencing the media and not the more widespread and presumed version.