Reading or just going through the headlines of the ones favorite newspaper is not only a habit but also second nature with most persons. Unlike the electronic media, especially the television that brings out news and views round the clock and yet half-succeeds to covert the viewers in to its fans, the print media creates a rewarding relationship with its readers. From the individual reader to the society at large, print media performs multifaceted functions with remarkable reach and immenseness influence. If the television informs through the images, the newspaper enlighten through words. The print media enjoys a very special place in the collective consciousness of any civilized society.

In the making of republic opinion, print media has always played a robust role. and more significally in those times when electronic media was now here in the sight. Since the media and the society are intrinsically inextricably lifter linked with each other, a healthy balance between the two pillars of society is imperative, lest the one should dictate the other for very untenable reasons. If too much domination of the media, both electronic and print, is undesirable and uncalled for, it is equally unethical if the media becomes the slave of the society and cotters to its transitory tastes rather than highlighting the real problem of the people. An increased interaction between both the media and the people can help enlarge their territories and thus keep at bay certain forces that make a fool of both.

The Role Of Media…

The mass media means the sources of information and entertainment which are available to the republic or mass of a society. These media plays an important role in building public opinion in democratic society. They are divided in to two kinds; Print Media and Electronic Media.

Print media include newspapers, books and magazines, electronic media; consists of radio, television and internet. Media are a great source of information and entertainment to all type of people. Nobody can deny their influence. Everybody looks to them to get information about their country, nation, religion and culture. They exercise a great influence on the workers, teachers, doctors, businessmen and all type of professionals. If media are stooped from yielding information to the public, the entire world would plunge in to darkness and ignorance. They build our knowledge and strengthen our opinion about different things.

The mass media control our mind. We believe whatever they propagate. We come to know about life of our villages, cities and towns through mass media. We come across the rise and fall in business, agriculture and industry through mass media. Let a minor incident happen in any part of the world, we come to know each detail of it through mass media. Mass media make a record of everything which takes place in the world. They do not hide anything from the public eye.

The electronic media have governed and dominated the mind of the public in a very forceful manner. The radio and television bring to everyone the pleasures of music, songs, dances, dramas and films. They make us aware of the religious and cultural life of every country of the world. Even a lay man known many things about the latest discoveries and inventions taking place in the world. It is because of electronic media that people were able to watch the murder of J.F. Kennedy and attack on region. the were also able to watch live coverage of the funeral of Diana, attack on World Trade Centre and bomb blast at different places. The mass media tell us about hurricanes, earthquakes and river floods in a graphic manner. They record for the masses the details of bomb blasts, suicide attacks and other acts of violence and aggression.

The mass media are a great source of building public opinion. They build our knowledge and educate our sentiments. We form our own opinion about politics, religion, business under the influence of mass media. Even the man on the street has his opinion about the performance of the rulers. he can easily decide whom he should vote in the coming election. He can form reliable judgment about the business trends going on in the country.

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