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Role Of Media In Society

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1.4 Role of Media in Society
The role of media in the society is to educate and inform the public. Mass media perform the role of agenda-setting which makes the mass media audience to consider as important any issue which the media concentrate on (Maxwell McCombs & Donald Shaw). Media is the fourth pillar of a democracy and has played a significant role especially in developing countries. In an age of diversified media corporations, we are persuaded to believe that we live in a "global village" - a single, undifferentiated information society (Marshall McLuhan) where every individual can share information regarding any issue.
According to (McQuail 1994) there are a set of different roles about media tasks in society, like providing information …show more content…

The World Wide Web is perhaps the first mass medium which allows continuous flow of information from source to receiver without any gatekeeping. With the advent of web 2.0 technologies, use of social media has become more popular which help to create user generated content. People are sharing information very fast. Facebook, Orkut, Myspace, google+ is the mainstream social networking sites. LinkedIn is mainly used by the professionals. Through blogs one can send their own content on social media very well. YouTube is the largest community driven video sharing …show more content…

The media greatly shape what the general population thinks about the environment. The media plays a great role in creating awareness (McQuail 1994). Undoubtedly the flow of environmental awareness and information through the media is greater and faster than it was, say, in the 1960s when the term "environmental awareness" was coined and the environment first became a subject of media coverage (Young 1990) and this coverage grew to an initial peak around 1970s following a decline in environmental coverage in the mid-1980s (Merriam & Makower, 1988), there had been a relatively dramatic increase in media interest in the coverage of environment during the late 1990s (Love, 1990, Starke, 1990, Stocking & Leonard 1990). It is observed that mass media, and TV in particular plays an important role in relation to public awareness and serve as a primary source of information for environmental issues. (Murch, 1971, Atwater et al., 1985 & Wilkins, 1987). The role of media in the development of environmental issues for public concern is a perspective which goes beyond ignoring the contribution of agenda setting, public opinion, and mass media research approaches in the study of mass media and environmental issues. (Anderson, Hansen 1991). These different approaches capable of explaining why media concern about environmental issues fades in and out of

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