STUDY OF ROLE OF MEDIA IN MODERN AGE AND ITS INFLUENCE ON SOCIETY: A QUALITATIVE STUDY

Media makes people aware of events, persons, or possibilities beyond their direct experience. It helps the masses to understand the world beyond their own direct experiences, helps them to shape their opinion of the environment into the second-hand reality which characterizes much of the known world. Media can bring attitudinal changes in their views about events after the exposure to news reports regarding the discrepancy between private attitude and behavior by forcing the public morality on people (Lazarfeld and Merton, 1948). Though the relationship between media and society is mutual. The audience receives what mass media offer and depict the human relationships in their package, their life, and social set up to give the respondents direct experience. Yet the production and distribution of media content is carried out by organizations or groups associated with the communication channels. It is difficult to see how society can operate without the presence of media. The present article focuses on the relationship of media and society, its effects, and its functions in society.