Mass media has a prominent role to play in modern society. It can bring about radical changes and improve social situation as it influences our social, civil, cultural, political, economic and aesthetic outlook. Modernization has converted media into an indispensable feature of human activity. However, factors like age, education, economic condition, personal needs and availability of proper components decide the quantum and frequency of media use. This is evident from the fact that most media centres are located in urban areas. The majority of consumers of media products are also concentrated in and around cities and towns.
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It is rightly said that media use is an index of development. The greater the use, the higher will be the level of education. As social beings, humans are sustained by mutual interactions, exchange of ideas, information and views with the fellow beings. Illiteracy, which is nothing but absence of education and information is a stumbling block for any aspect of development-social, economic, political, cultural and even spiritual. Media has become the harbinger of development through the removal of these roadblocks and the provision of information and knowledge.
In a democratic country like India, the ultimate power lies with the people. But a democratic society needs vigilant and informed people who are able to see through the gimmicks of political parties and politicians. Media creates such valuable citizens.Besides, media has done much good to society by exposing various scams, scandals, frauds, embezzlements and many other cases of corruption leading to initiation of enquiries and other processes of prosecution against the perpetrators of these crimes. History is witness that press has been instrumental in putting an end to atrocities and bringing the downfall of ruthless dictators. In India, vernacular press did the job of uniting people against the oppressive British rule and triggered its end in the country.
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However, media too suffers from some pitfalls, growing consumerism and materialism have adversely impacted our media. The partisan attitude, sectarian outlook and biased individualism in some sections of media are a testimony that media too is susceptible to harmful influences. Often, in fierce rivalries, ethics of journalism are thrown out of the window to settle old scores. Running after opportunistic gains is another malady our media suffers from. The incidents of throwing are against the ethics of media. Deliberately creating sensational stuff to attract with reality- is another tactic that media must avoid.