Media of communication are organized means of dissemination of fact, opinion, entertainment & other information such as newspapers, magazines, cinema films, radio, television, the World Wide Web, bill boards, books, C.Ds, DVDs, video cassettes, computer games & other form of publishing. (OM Gupta, 2006, page no 01) Media Characteristic:-
1) The media are human communication system.
2) The media use processes of industrialized technology for producing message. 3) The media are called media because they are literally in the middle or are the middle chain of this communication. 4) The media’s development has been affected by commercial interests that recognized that the media are potentially highly profitable industrious. (Michael O’Shaughnessy & Jane Stadler, 2002, page no 02) Media and Society:-
The media plays a very significant role in our society today. It is all around us. From the shows we watch on TV, the music we listen to on thee radio, to the books, magazines and newspapers we read each day. Without the media, people in societies would be isolated, not only from the rest of the world, but from government, law-makers, and neighboring towns and cities. Media is a powerful socializing agent. It affects how we learn about our world and interact with one another. It mediates our relationship with social institutions. We are dependent on the media for what we know and how we relate to the world of politics because of the media-politics connection. Politicians rely on media to communicate their message. Similar dynamics are present in other mediated events such as televised sports and televangelism. Media is part of our routine relations with family and friends. They define our interaction with other people on a daily basis as a diversion, sources of conflict, or a unifying force. Media often act as the bridge between our personal/private lives and the public world. We see ourselves and our place in society through mass media. It is because of this connection that we need to pay special attention to mass media if we want to understand how society functions. Media play many different and maybe incompatible roles. For the audiences, it is a source of entertainment and information while for media workers; media is an industry that offers jobs and therefore income, prestige and professional identity. For the owners, the media is a source of profit and a source of political power. For society at large, the media can be a way to transmit information and values. Therefore depending on whose perspective and which role we focus on we might see a different media picture. As a healthy and objective media can prevent a society from many maladies, negative presentations in mass media can create and promote social trends as well. Media forms a society’s outlook, if its impact is positive and media accomplishes its tasks and responsibilities in an outstanding manner and awareness. (OM Gupta, 2006, page no 03, 04) Negative impacts of Media:-
On the other hand, negative impacts of media might intensify hatred leading to violence and bloodshed forming all brutal conflicts. Dr Fateh Muhammad Burfat, Chairman Department of Sociology, read his paper on “Media and social change in Pakistan: challenges and responses”. He criticised the media for not doing enough to cope with the fast-emerging challenges and advised it to do sensible and responsible reporting. He talked about the sensationalism that the media was spreading to make money and had no feeling for the reader or the audience that was being subjected to it. Dr Burfat especially mentioned the culture of “breaking news” that was actually breaking the...