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International Journal of Research (IJR)
e-ISSN: 2348-6848, p- ISSN: 2348-795X Volume 2, Issue 2, Feb. 2015

Available at http://internationaljournalofresearch.org
Role of Media in Society- An Analytical Review

Debasis Mondal
Research Scholar, Centre for Journalism and Mass Communication,
Visva-Bharati University, Santiiketan,
West Bengal, India.
d.mondal82@gmail.com
Abstract
The present study has been attempted to examine that ‘what is the role of the media in
facilitating development in society as a whole. The main objectives of this paper are (a) to
study the role of media in the process of bringing social change in less developed societies,
(b) to assess the role of media in the field of political socialization of the poor sections of the
society, (c) to examine the role of media with a view to the improvement of
women's conditions in a transforming country like India, d) to determine the role of media in
order to eradicate illiteracy from the grassroots level of the society, (e) to analyze the role of
media in national development. The entire study is based on the secondary data. The study
concluded that the positive contribution of media in development sector can’t be ignored or
denied at all. Thus, the media moulds the society in the package of progress and provide a
proper shape as per the society demands by the time.
Key Words:- Media, Society, Social Change, Political Socialization, National Development.
Introduction
The purpose of this present research study is to describe the role of media in the progress of
less developed society. The main thoughts of this study are focussed that the different
communication channels of media are enhanced to bring out societal changes in rural areas
which have their significant effects on education and health in particular. In a democratic
country, media play crucial role in creating, moulding and reflecting the opinions of the
downtrodden, weaker and socially excluded sections of the society. The richness of Indian
media either it is print or electronic; it almost covers all the remote corners of the country. In
fact, the media are still remaining at the helm of affairs in every part of the country.
Media connects all the remote villages and unfolds the hidden agendas of the rural societies
in which are now coming to the forefront of the society due to immense effect of media. The
richness of Indian media either it is print or electronic; it almost covers all the remote corners
of the country. In fact, the media are still remaining at the helm of affairs in every part of the
country. Media connects all the remote villages and unfolds the hidden agendas of the rural
societies in which are now coming to the forefront of the society due to immense effect of
media.
The study is also analyzed that the effective role of media in all the spheres of society as
well as national development of the country. The media are one of the major tools for shaping
public opinion, disseminating programmes and policies of the governments, influencing
behaviour of the people, maintaining peace in the society, facilitating development at the
grassroots level, providing human rights education, highlighting social changes and
promoting democracy and good governance that are the essential spheres of national
Available online at http://internationaljournalofresearch.org P a g e | 107

development those are carried out an effective role in societal development at large. Media is
basically having a strong influence in the lives of human beings of a democratic society. It
also touches the masses living in remote areas and circulates essential messages among the
tribal groups of the rural society. There are various programmes such as poverty alleviation,
employment generation, abolition of child labour, ensuring education for all, right to
education, food security, rural electrification, safe drinking water, empowerment of women,
promotion of human rights and peace programmes and so on, in which have been frequently
made by the government for the up-liftment of the poorer class of the rural society. These
programmes are abruptly distributed through various media channels to the needy section of
the country. Therefore, the communication roles of media cannot be ignored in societal
development. It’s not only providing facts as news, but also analysing and commenting on the
facts in which help to form the views and opinions of the masses of the country. The media
are also regarded as the watchdog and a mirror of the society. It says watchdog because
it speaks in favour of the people, focussing their interests on a particular thing. The impact of
media on rural society is a matter of discourse toady. It sets the social, political, economic
and cultural agenda for keeping the society vibrant as well as nation in progress. In this
research study, the role of media and its impacts on tribal society were minutely investigated
and studied.
Review of Related Literatures

1. In his book on ‘Mass Media in Contemporary Society’ Asemah E.S. (2011) observed that
the media are agents of social change that can bring about positive attitudinal change in
the audience; they set agenda for the people to follow in any society. The mass media are
crucial to opinion formulation and eventual outcomes of events. The media are
champions of human rights. They act as the eyes, ears and voices of the public, drawing
attention to abuses of power and human rights, often at considerable personal risk.
Through their work, they can encourage governments and civil society organisations to
effect changes that will improve the quality of people‘s lives.
2. ‘Mass Media and Society,’ Nagori Monika (2010) concluded that Media will have to
consider seriously its contribution to the basic problems of the society and will have to
become an instrument for nation building. It is not only when that the relevance of media
to the society will be proved. Until then it will continue to remain confined to specific
sections entertaining them, fantasising their life styles and keeping them less informed.
3. ‘Role of Media in Society,’ Choudhary R. (2010) explored that people who attend to
television news or newspapers are more likely to participate in electoral politics than
those who do not. Television exposure in general, does not appear to be related to
political participation or social capital. Instead, watching television news and reading the
newspapers are more likely to be associated with political participation than watching
television in general. Reading the newspaper is highly associated with level of education
while watching television news appears to transcend educational distinctions. Newspapers
may perpetuate the interpretations and practices of elites, while television news may be an
appropriate vehicle to encourage political participation among diverse groups.
4. ‘Media and Society: Critical Perspectives,’ Graeme Burton (2010) summarized some
points about media influence and addressed that (i) media effects may be begin as much

as malign, (ii) the influence of media is collective rather than operating through any one
medium or text, (iii) the media collectively operate within a range of other cultural and
social factors which also condition possible influence, (iv) the influence of media is
conditioned by a range of personal and social factors for the individual audience member,
including their social upbringing and their immediate personal circumstances., (v)
influence is conditioned by the context of reception,(vi) influence is more likely if the
media text speaks of attitudes and values already held by the audience.
5. ‘Mass Media and Social Change,’ Goel Suresh (2009) viewed that mass media plays
crucial role in forming and reflecting public opinion and becoming a powerful tool for
bringing about social changes Media connects the world to individuals and reproduces
the self image of society. Because of its immense ability to provide access to information,
the mass media can play an outstanding role in promoting reproductive health and social
changes affecting gender, reproduction and sexuality. In the developing world mass
media communication provides a link to the global village and can play a culturally
interactive role.
6. ‘Women Development: New Approaches and Innovation,’ Sharma Rashmi (2009)

remarked that television is the most powerful of all media of mass communication. It has
brought not only the whole world into the homes of the viewers but has earned their
confidence as regards its reliability. Its efficacy for women lies in the fact that they watch
its programmes at an hour when they feel free from their other duties. The study found
that the young educated women to be very responsive to the queries raised.Their response
reflected matured judgements on most of the issues. It means that they have not merely
watched the programmes but have deliberated on them as well.
7. ‘Communication for Development: Reinventing Theory and Action,’ Prasad Kiran (2009)
pointed out that the mass media are regarded as powerful intervening factors in the
process of modernization and social development. Media’s Commitment and support are
seen as necessary for social reform and various movements towards achieving a better
quality of life for women. The mass media are major forces which shape attitudes, beliefs
and behaviour in contemporary times.
8. ‘The Sage Handbook of Media Process and Effects,’ Nabi Robin L. and Oliver Mary Beth
(2009) stated that a clear understanding of the range of mass media delivery channels; the
changing and converging media environment; the communication equalities that exists;
social, institutional, cultural and policy influences; and new and existing theoretical and
methodological frameworks are all necessary to understand the complex influences of
mass media on population health. They addressing these issues, both in study and in
practice, will undoubtedly help researchers and health professionals harness the best
practices of communication and the mass media to improve individual and population
health.
9. ‘Modern Media and Social Change,’ Sopory A.K. (2008) said that mass media in general
and television in particular, has a very challenging role to play in the process of radical
change. Realising tremendous potential of television for mass education, the status report
of Ministry of Education observes that by the support of satellite, a T.V network covering

most people of the country can offer a lot “to the promise of new educational initiatives.
This technology can, undoubtedly, revolutionise the teaching learning system by
enriching formal education and also by supporting non formal education as well as the
distance learning system. It is quite evident that television is the major factor in a
promotion drive for universal education and adult education.
`
10. ‘Mass Media and Society: Issues and Challenges,’ Datta K.B. (2007) addressed that
media are not simply palimpsests, bearing the diverse imprints of resourceful, playful
audiences. The media can persuade, change and mobilize. However, the principal way in
which the media influence the public is not through campaigning and overt persuasion but
through routine representations of reality. This power of definitions influences the public
understanding of the world, and in indirect and contingent ways, public attitudes and
behaviour.
11. ‘Mass Media and Population Health: A Macrosocial View. In S. E. Galea (Edition),
Macrosocial Determinants of Population Health,’ Viswanath K. and et al. (2007)
explained that media have been ascribed a great deal of power in influencing both
individual health and that of the larger population by shaping some of the critical
antecedents to health behaviours, including health cognitions and beliefs at the individual
level and the public agenda and social groups at the institutional and societal levels.
12. ‘Mass Media in Development Programmes in Nepal: Practices and Problematic,’

Tamang Ritendra (2007) highlighted that mass media ideally in development programs
should encourage participatory communication, stimulate critical thinking, and stress
process, rather than focus on modernisation and progress. Participation must be a factor
at every stage of development. Communities should be encouraged to participate in
decision making, implementation and evaluation of development programs. As such
communities should have access to mass media instead of mass media being under the
exclusive control of governments, elites and agents of development and mass media
organisations. Such access will encourage a much greater variety of subjects addressed by
mass media, including literacy, health, safety, agricultural productivity, environment,
women’s issues, land ownerships, gender, and community development and so on.
13. ‘Media Women’s Development,’ Chakravarty Jaya (2007) described that with its reach
extended into rural areas, television can play a crucial in installing confidence add self
respect in rural women (and urban women) and help them in securing their dignified and
rightful place in society.
14. ‘Role of Mass Media: In Development of Political Consciousness,’ Singh Nibedita (2006)
pointed out that media as communicational instrument that society needed to expand its
frontiers, both intellectual and technical. It could humanise society. To extend its capacity
to cope up with new problems, to provide a common context for democratic decision
making and to break the aristocratic monopoly of knowledge. Mass media made mass
society a viable institution.
15. ‘Communication Media and Electronic Revolution, Second Edition,’ Zachariah Aruna
(2005) explained `that a newscast on television enables literally millions of persons sitting
comfortable in their homes to watch vividly all the important occurrences near and far –

wars, earthquakes, fires, floods; destruction of life and property, construction of dams,
homes, hospitals; acts of great courage and valour, acts of great violence and meanness;
agitations, negotiations, conferences, revolutions; elections and enthronements; the entire
grit and guts of the complex processes of change, of the forward and backward movement
of the societies. She concluded that there is no alternative to full autonomy if the
electronic media are to make a real contribution to development as well as to the
preservation and enrichment of national culture.
16. ‘Women and Media: Challenging Feminist Discourse,’ Prasad Kiran (2005) explored that
The level of literacy access to higher education, favourable male female ratio, low birth
rate and a number of social security measures give an inflated image of empowerment of
women. Despite these remarkable achievements, the actual status of women has not had
any notice able improvement. Empowerment of women has not taken place in the ways in
which it should have been achieved. Most of women in Kerala seem to have the material
resources to be in in a position to influence the political discourse and the development
process in the state. The mainstream media have usually portrayed women in Kerala as
living a good life and in glowing terms. But the real lives of women are far from the
projected image. Along with social, political and religious barriers that impede women’s
empowerment, the media have also joined the band wagon and subjected itself to the
forces of the market.
17. ‘Television and Social Change, Volume –2,’ Yadav J.P. (2004) pointed out that the rural
people after their hard day’s work want entertainment and make belief tinsel world
programmes to forget their hardships. If the rural development is to be achieved the
programmes must be of an entertainment format with song, dance and melodrama. if it is
possible to include messages , and give information and education within the framework
then only the programmes become popular among the rural population. Indeed,
Population illiteracy and poverty are the three major problems faced by the developing
countries, Television, which has shown tremendous results in advanced countries, can be
used as a major instrument in solving these problems and bring about changes in the long
run.
18. ‘Sociology of Media: Impact on Doordarshan on Tribal,’ Sinha Sushil Kumar (2004)
observed that 100 percent of the viewers hold the view that there are impact of
Doordarshan on social consciousness and development of an individual or the society. It
means that these people are very much influenced by the programmes of Doordarshan.
19. ‘Media and Tribal Development,’ Pati Jaganath (2004) remarked that radio is the most
successful mass media in tribal dominated area where the majority of the inhabitants are
illiterate. A number of programmes aired in the medium have got immense educative
value. There are a number of literary programmes both in Hindi and in local dialects
which influence and motivate its listeners.
20. ‘Media and Rural Poverty Alleviation Programmes’ Goel M.M. (2002) told that rural
press can prove to be a catalyst change and progress of the rural people by understanding,
analyzing and highlighting the issues concerning one and all. To bridge the gap between
rural development policy formation and its implementation, there is strong case for

providing opportunities for interaction between rural development reporters and the
policy makers at all levels.
21. ‘Communication Media and Social Changes,’ Chandra Ramesh (2001) concluded that the
media produce within these parameters can play a strategic role in social change because
it represents, or rather presents, society as something already under discussion, in the here
and now, by media users, joined into transformative communities. Further, it provides a
communication infrastructures for the revolution of everyday life; it conceives democracy
not just laboratory for social motivation at a grassroots level. Such a social change media
can serve as a frame and forum for exfoliation of alternative civic discourses,
communities and social movements, but this will only happen if the funders, producers
and distributors of social change media willing to abandoned their present text based
approach for a context based one not substituting for civic conversations and facilitating
them.
22. ‘Handbook of Journalism and Mass Communication,’ Aggarwal Vir Wala and V.S Gupta
(2001) stated that the contemporary media of communication based on electronics have
set in motion a continuing process of change which has been relentlessly impacting the
mindset and attitudes of the present day society.
23. ‘Mass Media and Interpersonal Communication for Social Change,’ Chandrakandan K.
and et al. (2001) focused that newspapers, magazines, radio and television provide
necessary information when they schedule it, not when the audiences need it.
Consequently there may be a big gap between the audience’s need for information at one
time and what the mass media provide. The mass media, unlike the education system,
could not be geared to individual learning needs using present technologies. The fact that
the media serve to widen the gap between advantaged and disadvantaged members of
society probably reflects this to some degree. Limited repetition may suit the advantaged,
better learner, but may do little for the disadvantaged, slower learner.
24. ‘Television and Social Change in Rural India,’ Johnson Kirk (2000) concluded that many
remote villages in India have leaped from a society governed by oral traditions to one that
is based primarily on electronic media conveyed through the medium of television. It has
in the past seven to ten years transformed village culture in many ways. Its influence
reaches into almost every corner of the community. Thus, the data suggest that television
is influencing numerous aspects of village life, the magnitude and long lasting structural
influence of television remains to be determined.
25. ‘Communication Technology, Media Policy and National Development,’ Gupta V.S.
(1999) pointed out that media strategies for rural development should highlight the
localness of approach and dissemination of culturally appropriate and user friendly
technology. There is a general assumption on the part of the media professionals that they
can disseminate a particular idea without a dialogue with the grass root people because
they consider themselves as specialists. A majority of them show little or no respect for
the experience and knowledge of the people the creative potential of peasants or slum
dwellers. They fail to understand that poor people are more suited to depict the issues
concerning them and present their own lives. In order to achieve participation,

consultation, cooperation and effective mobilization of people, the media system would
need to assist in establishing a sense of community and would need a desire to resolve the
issues concerning them.
26. ‘Mass Media and Rural Development,’ Joni Joseph C. (1997) told that the awareness
about information on development paths gained through mass media is very high but at
the adoption stage media’s influence is very little.
27. ‘Social Effect of Mass Media in India,’ Rao N. Bhaskara and G.N.S. Raghavan (1996)
explained that the hope of the mass media drawing on the best elements in each of India’s
religious traditions is considerably dimmed by their present performance, which is
subversive of our cultural heritage on the domestic front , it will require the conscious and
deliberate use of the electronic media for the dissemination of our many rich regional
cultural and linguistic traditions within the region and in the country at large. It will also
call for the deployment of numerous local T.A., video and radio production centres,
especially in remote and rural areas, for local communities to actively participate in radio
and T.V programmes of their own making, instead of being reduced, as at present, to
merely passive recipients of programmes produced, broadcast and telecast from
elsewhere, many of which have little relevance to their lives.
28. ‘Mass Communication in India,’ Kumar Keval J. (1995) stated that whatever functions
mass media have, the media pundits say that the people will wield the communication
channels in the way they like to carry it. So, it is evident that audiences are active rather
than passive receivers.
29. ‘Media and Development: Themes in Communication and Extension,’ Dua M.R. and
Gupta V.S. (1994) pointed out media have contributed tremendously in changing nations
and societies. In spite of inequalities in our society, revolutionary changes have been
taken place in India at all levels. The task of media in development s two fold; firstly to
help remove illiteracy, fatalism, enlarge aspirations, increase and extend social status; and
secondly to lead to overall national progress and prosperity. Despite some ill effects of
media, the more the media inputs and greater the media consumption by masses, and
increased will be the welfare of the nation and happiness of the people.
30. ‘Communication Theories: Origins, Methods, and Uses in the Mass Media,’ Severin
Werner J. and James W. Tankard Jr. (1992) viewed that dismantling of existing systems
of mass media should happen in ways that encourage the role of community in examining
the impacts of development programs. Thus, it requires the community reflections on
development programs that have been implemented; impacts of such programs; and the
articulation of their experiences. Through conversations the research questions
community members so as to whether forms of interventions have been desirable to them.
Such processes encourage reflections and stimulate the exercise of self-expression and
critiques of social changes
31. ‘Television for Rural Development,’ Rao BSS (1992) described that mass media are the
products of technological advancement; and the communication system associated with
these manmade channels is impersonal, print, radio television and film, which constitute

the four major elements of mass media are resources devised to reach scattered and
heterogeneous audiences, the message are mostly structured and formal.
32. ‘Action and Knowledge: Breaking the Monopoly with Participatory Action Research,’
Fals-Borda O. and M. A. Rahman (1991) observed that mass media should rather
promote, encourage and facilitate empowerment as a specific mechanism through which
communities gain control and mastery over their social and economic conditions via their
own participation in the process. Such an active engagement of communities becomes a
must since it is a hard to find any stories, values, experiences and needs about local
people, narrated by them. But in reality, as with all other resources, the power to narrate
one’s story is controlled by the elites through their organisations, agents, or genres that
usually control the mass media channels that bombard communities with selective stories,
message, or mainstream ideologies and practices, leaving them with virtually no
opportunity to empower themselves.
33. ‘Communication for development in the Third World: Theory and Practice,’ Melkote S.R.
(1991) noted that mass media should facilitate empowerment as a process that supports
social change in general and challenges inequitable structures and communities in
particular. It has not yet been successful in providing communities with the necessary
skills, confidence, and countervailing power to deal effectively with social change. To
challenge forces that distribute needs, resources and power unequally, requires processes
that acknowledge multiple voices and perspectives in order to facilitate equal sharing of
knowledge and assessment of the effectiveness of knowledge in terms of empowerment.
34. ‘McQuail’s Mass Communication Theory, Second Edition,’ Mcquail Denis (1987) talking
about the mobilizing function of media, he stated that the media are expected to work in
national interests and promote key values and behaviour patterns especially when the
crisis arises in society. Some of the developing societies and many socialist states have
been allotted the mobilizing role of media.
35. ‘Mass Communication and Journalism in India,’ Mehta D.S. (1979) remarked that the
communication media should promote understanding and engaging the people with the
development activities that has been taking place in order to bring out socio economic
changes in the country. He pointed out that the media must be emphasized on
development that is utmost possible within the democratic framework.
36. Lessons from the Indian Satellite experiment, Educational Broadcasting International
(September), Bella Mody (1978) explored that a communication medium like television
with audio and visual capability and two sound tracks was considered an extremely
promising educational tool for low literacy populations and a channel for their
modernisation.
37. ‘Mass Media and National Development,’ Schramm Wilbur (1964) said that media have
the power to initiate , stimulate, provoke and promote rural development by providing
varied perceptions, interests, motivations, beliefs, faiths and ideas. In fact,
communication media appropriately set in a process of, and determine the agenda for
rural development quiet often. It is the media which mediate in the production,

consumption and accumulation of goods and services besides promoting political, social,
psychological and cultural processes.
38. ‘Diffusion of Innovations,’ Rogers E. M. (1962) addressed that media can facilitate
change and bring in development among rural people if the messages disseminated help
raise the aspirations among the masses, popularise need to education and literacy, stress
need to seeking information about new ideas, propagate ideas on innovativeness, remove
superstition and inculcate greater knowledge about people and the world, and stimulate
increased contacts with urban areas.
39. In his book on ‘The Passing of Traditional Society,’ Learner Daniel (1958) pointed out
that the quickest way to change the mindset of the traditional society was possible
through mass media communication. Mass media are also used as the channels of mass
communication. The main function of mass media is to inform, educate, and motivate the
people to perceive new ideas and technologies in order to change their living conditions
and status.
Research Questions
A. What is the role of media in facilitating development in less developed societies?
B. What is the role of media in forming a developed nation?
Objectives of the Study

a) To study the role of media in the process of bringing social change in less developed
societies.
b) To assess the role of media in the field of political socialization of the poor sections of the
society.
c) To examine the role of the media with a view to the improvement of women's conditions
in a transforming country like India.
d) To determine the role of media in order to eradicate illiteracy from the grassroots level of
the society.
Research Methodology
This research study is explanatory in nature. The study is basically
based on secondary data. Indeed, the secondary data has been eventually collected from the
several published books at all.
The Analysis
Media are the great motivators and denominator of the public service messages. It
acts as a catalyst of social change and promotes better quality of life to the poor class of the
country. In the era of globalisation, Indian media have been reached at the local level and
promoting education and health oriented messages in every nook and corner of the country.

In 21st century, the elites of the Indian society have been benefitted by media and enjoying
the taste of development, whereas the disadvantaged classes are still remaining deprived,
exploited and far from accessing the various opportunities such as information, education,
health care, and information communication technologies. The failures of the communication
systems of the Government in different parts of the country are caused poverty, illiteracy,
malnutrition, and under development. Today, the major challenge is coming before the policy
makers that how to mobilize the poor people towards development. The first challenge came
before them that had been easy accessibility of media in all parts of the country. The dream
comes true when the media has been reached at the houses of poor people. Hereafter, the new
problems have been arisen at the villages that poorer sections of the rural society are less
aware in regard to accessing the welfare policies of the Government that have been especially
made of them. Therefore, the aims of media are awakening the consciousness of the poor
people and broadcasting developmental messages in every part of the country. The messages
should be composed in such a way that it must be simple, meaningful and carrying their
indigenous culture. Further, the contents of media message must be produced in such a way
so that the village people can identify themselves and ensuring their active participation in the
process rural development.
Apparently, ‘Social Development’ of the society is to indicate the
improvement of the social indicators likes education and health of the diverse groups of the
society. It devises to set up multi-access arrangements that secure the necessary fulfilment to
the members of the society. These multi-access arrangements include material, structural,
normative and integrative part of the society. The ultimate mark of the social development is
the development of a sense of communities and the development of a sense of social
solidarity. Literally, social development may be addressed as improvement of
the socioeconomic conditions of the people with lower income groups, eradication of
poverty, removing illiteracy from the grassroots level and also changes may be taking place
in respect of agricultural production. It is a continuous process which facilitates access social
justice among the members of the society. It also provides insight power to utilize the
resources and opportunities offered by the society with a view to improve the quality of life
of the weaker sections. Media are always the great motivators to be capable of people for
keeping control over their lives and mobilizing them as well as societies to set their own
agendas with regard to the political, social, and economical; and, also give them a platform to
raise the voice of the in respect of emerging social issues which are supposed to get national
mileage for public debate. It can alter the attitudes and behaviours of the people of rural
society. The role of media in the process of bringing social and cultural change is a very
critical task to set up for social, political and economic discourse, but the contents of
this issue are shared to the society through different media programmes from time to time.
Perhaps, the various media programmes are changing the characteristics of the village society
in many ways. Therefore, the village people are adopting urban lifestyles, urban-modelling of
villages and changing trends of gender relations within the members of the households. In
this way, the media are amply contributing in the field of economic, political and social
spheres of the society. The penetration of consumerism has been created, anew landscape in
the villages. The village people are looking outward for the consumption of new product as
usual. Due to the deep effect of media, the potential political knowledge gained by the poor
class of the rural society; it has been created some sort of friction within the elite class of the
villages for expressing their different points of views and opinions. In the social spheres,

media provides villagers a platform for interactions with one another and capable them to
reach in a common ground in a particular matter.
The role of media in ‘Political Socialization’ has
been immensely accorded in today’s society. The several studies have been addressed by the
eminent scholars with the role of media in political socialization. The past studies explored
that the various types of media have been utilized with relation to political participation, civic
engagement and political trust. The contributions of media in political socialization that only
serve the interests of the dominant groups of the society, but as far as the marginalised groups
concerns the political socialization are very less among themselves. Media has the power to
increase the potentiality of political participation at the lower levels of the society.
Additionally, the studies confirmed that reading newspapers, listening radio and watching
television news are also increasing the political knowledge of the poor people. Perhaps, the
different forms of media exposures are not directly related to political participation among
the diverse groups of the society. Reading newspapers, listening radio news and watching
television news are highly associated with the political participation and reflecting the public
opinion during the time of election. By the by, reading newspapers are counting upon
the reader's level of education while radio and television news break the barriers of illiteracy
and as they appear to transcend educational distinctions among the marginalised groups of
the society. Thus, it can be said that radio and television news are considered as the
appropriate channels of promoting political knowledge among the backward sections of the
society. Moreover, media plays a gigantic role in promotion of mass education and human
development for getting the faster growth of a nation.
‘Women’ hold almost a large segment of the
total population in India. Women belonging to elite strata are very much capable of securing
them with high class jobs but the problem belonging to poor class women. They are able to
work as daily labourers, and domestic servants. Media are scheduled to improving the
working roots of women and their socioeconomic status. After the completion of the Nairobi
conference in 1985, India has been taken the forward looking welfare strategies regarding the
most oppressed groups like women. The print as well as electronic media of the country has
been taken favourable steps for women empowerment and development. For this, the ample
of television programmes were especially made by women in which had been highlighted
various problems faced by women in our modern society. Thus, the issues likes child abuse,
child marriages, dowry deaths, bride burning, discrimination against the girl child, issues
pertaining to women’s legal rights discrimination of women in the workplace, exploitation of
women in the unorganised sectors and violence against women are the major problems are
now coming to the forefront of the society with the help of the different forms of media
coverage. These issues, whatever it is national or local that have been seriously affected and
influenced by media outputs. So, the power of the media cannot be ignored or denied because
it’s deeply involved in women's development.
‘Illiteracy’ is the major obstacle for the rapid
growth and progress of a country. It has been deeply rooted in Indian society. Of late, it is a
serious matter of discourse for the social thinkers of India. The previous studies found that
illiteracy is existed among the poor, the weak and disadvantaged sections of the country. In
this case, the media roles are to promote literacy programmes while the poor people are free
from their works and seeking media for entertainment. The media experts should come

forward to the grassroots level and understand the social and cultural context of the local
masses. These sorts of understandings help them to make out the effective and planned
programmes for the poor sections of the society. The listeners are so much intimately and
emotionally attached with their indigenous culture. For broadcasting the developmental
programmes, it must be kept in mind that media should not hurt the culture of rural masses
in any way. In this modern age, different forms of media are utilized as an essential tool of
promoting education and creating awareness towards the development of the society. In a
multicultural country like India, it is a one of the challenging phenomena to add the isolated,
disadvantaged and socially excluded communities in the mainstreams of the society and
developing themselves in the light of education. Therefore, media can educate the rural
people by continuously broadcasting several educational programmes in all the different
languages across all over the country.
The pivotal roles of media are influencing the behaviours
and attitudes of the masses of the society. The several media campaigns are launched in
relation to education and prevention of child abuse and neglect. These campaigns are
usually endeavouring to increase the knowledge of the community and to change the
behaviours and attitudes of the people’s towards child abuse which has been ever and anon
taken place in our society. There are several media campaigns and various forms of media
shows like educational, health and entertaining programmes are produced in order
to form positive attitudes and behaviours within a group of people those are susceptible to
abusive means towards children and motivating the people to prevent the recurrence of such
child abuse whenever it occurs. Therefore, a well planned media campaign may have utmost
potentiality with a view to promoting community education to a particular target group and
stopping the occurrence of child abuse before it starts. Media campaigns can be very much
effective as if only dealing with the various aspects of the emerging problematic issues arisen
in the society. Indeed, the media is the present day used as a significant mode of promoting
community education, socializing and motivating the peoples for the growth and progress of
the human beings.
The term ‘National Development’ is a multidimensional process which needs
to formulate significant policies for human development. A well planned media
communication strategy is required for the enhancement of the capability of the human
beings, so that they can improve the standard and quality of their lives and ensure their active
part in nation building process. The progress and growth of a nation are ultimately
counting upon the development of the people of its country. The major task for any country is
to increase the strength of human capital. For getting the best outputs of national
development of any country, once should be easily accessed material resources such as
education, health and availability of housing and foods and so on. For a developing nation,
the people should be enriched to socially, economically, politically and culturally as well. For
the rapid mobilization of the masses of the transforming countries, it is extremely important
to disseminate the information related to farming technologies, industrial skills, health
awareness and mass education among the members of the society. For that, the media
communication is very much essential to achieve the goals of national development in
general as well as a developed society in particular. It plays very crucial role in broadcasting
awareness about several rural development programmes. Media always organizes some
debates and discussions on the current social, political issues that create controversies in the
society and try to establish a fruitful solution through these debates in this favour. It can also

work as a mediator between the government and the people. The developmental policies of
the government convey to the masses through the media and it keeps a sharp watch on the
implementation of these policies to the grassroots level and continually informing higher
authorities about the views and about the feelings of the public. The media has its distinctive
role to build up peace and communal harmony which shows the secular nature of a
democratic nation. It always tries to protect the human rights whenever it is violated. It is also
focusing the success stories of the diverse groups and bring them out to become a partner of
national development.
Media plays an important role in modern society and it’s deeply
associated with the human life every day. It provides all the useful information that occurs
around us each day to day life. In today’s society, the media have become as much
as important, like water, food, clothing, electricity, clothing and transportation. It is the fact
that the media is providing strength to the society and work as a mirror of the society. The
main duty of the media is to inform, educate, awaking and entertaining the masses. It usually
moulds the opinion of the people and capable of changing the viewpoint of the masses as they
perceive it. Media encourages directly or indirectly the views, thoughts and opinions of the
public. The role of media is uncountable in order to forming the views and opinions of the
public in regard to the social, cultural, political, economic, religious and environmental issues
that arise in the society ever and anon. A view had been established by Kapil Sibal (2001)
about the role of media in society and remarked that freedom of the media is the freedom of
people as they should be informed of public matters. Media’s new role toady is reporting,
analyzing and commenting on certain burning issues and enlightening the people about the
real facts. Media is very much important for the modern society and it is one of the
ways of communicating information from person to person. Media influence human life in its
different forms basically providing information and entertainment to people across India.
Hence, it has been acknowledged that media are a tremendous force of any society. The task
of dissemination of information cannot be successfully accomplished without the help of the
media. Therefore, the developmental roles of media in international, national and regional
spheres have to be well recognised in all over the world. In fact, the media have brought
revolutionary changes in India at all levels. The farmers of India have been informed about
the new farming technologies and procedures of operations. Media also provides valuable
information to the farmers in regard to the latest scientific and technological innovations in
modern agriculture. From this, the media have gained a milestone success in Indian
agriculture. Likewise, the media have been promoted new programmes regarding health and
hygiene. Doctors use new innovative technologies and trying to solve the critical medical
issues. Newspapers and magazines are contributing with regular columns in regard to various
medical issues and providing yeomen services for human development. Radio and television
present various programmes on complex medical issues very often and doctors are available
online for advice and consultation.
From the above discussion, it can be said that media play a
major role in society as well as national development. The following points are briefly
summarized about the role of media in every sphere of the society. These are as mentioned
below:-
1. Media must take part in the socioeconomic progress of the country and performs full-
fledged responsibility towards societal development in order to form public consensus,

keeping the environment on surveillance and socializing people for getting the greater
mileage of national development. The media should promote several educational
programmes on environment protection, deforestation and conservation, so that the
people of rural areas can keep themselves engaged in laying the environment balanced.
Furthermore, these programmes should be drafted to regional languages and directly
broadcast to the public in time with the help of the broadcast media.
2. Media can dilute the power of decisiveness forces and provides strength to the cohesive
forces for the betterment of the society. It can be used as a powerful agent to initiate mass
campaigns in order to draw the attention of the people regarding the obstacles in the
pathway of development with a view to awake them from the insights and ensuring their
participation in the process of national development.
3. Media almost covers international issues like war, peace building, energy crisis, oil
crisis, the effect of globalization and national issues like poverty, unemployment,
economic ups-downs. It is the prime responsibility of media to keep the people informed
about these major issues that are emerging very often in society.
4. Media must deal with the issue of inequalities of income which have been existed among
the different strata of the society. It is indirectly helping the poor masses for their
economic inwardness and raising their position in the society.
5. Media should highlight the issues of exploitation, deprivation and indebtedness and
laying down these issues to the forefront of the society.
6. Media must diffuse the innovative scientific technologies from time to time, so that the
farmers can enhance their agricultural production and giving their contribution for
increasing the growth of a nation.
7. Media must inform the people with regard to the harmful effect of tobacco, drugs and
other related intoxicants. Therefore, media can educate the masses about the effect of
these harmful intoxicants.
8. Media should regularly publish research and development activities related to the
emerging new problems and prospects that occur in society off and on.
9. Media acts a catalyst of social change. They convey the necessary information and
persuasive messages of the Government to the masses and occupying a dominant role in
the process of rapid rural development. Of late, the media influence the lifestyles of the
masses and shaping the behavior of the individuals in accordance with the demand of the
time.
10. Media also breaks the barriers of orthodoxy, disbeliefs, superstitions, black magic and
infusing logic of science among the people those are living with their own conservative
values, beliefs and customs. Media must provide such a platform to the community where
they can feel free in order to express their views and upholding progressive values
independently.

11. Inequality is an issue that has deeply rooted in Indian society, although the Constitution
of India provided certain principle of equality. So, media must take up the issues of
gender inequality and empowered poor women. Media also educates women about the
social issues like dowry marriage, priority, giving to them in case of choosing a life
partner, equal pay scale, equal share in the property and freedom to do jobs outside homes
etc.
12. Media should convey the important information about the democratic and legal rights of
the people that have been enacted in the Constitution of India. They should uphold the
unity and integrity of the country because the country likes India where different religions
and communities are living together under one umbrella. Hereafter, the act of media is
regarded with regard to promote communal harmony among the masses by providing
equal opportunity to each and every one of the society.
13. Media must pay special attention to the developmental news, organizing quiz
programmes and highlighting the issue of health and hygiene with a view to take an
attempt of the positive contribution that must be paid for the well being of the society as
well as development of a nation.
Conclusion
The present study concluded that media play very crucial role in societal
development of a nation. It is a medium of communication by which people can be informed
and pertinently motivated. The important innovative ideas, multiple thoughts, developmental
policies and awareness programmes are being diffused through the media. In a vast country
like India, the media almost reach at each and every place of the country. So, it can be said
that any sort of media are accessible in every nook and corner of the country. In fact, the
positive contribution of the media in development sector cannot be ignored or denied. Thus,
media moulds the society in the package of progress and provide a proper shape as per the
society demands by the time.
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International Journal of Research (IJR)

e-ISSN: 2348-6848, p- ISSN: 2348-795X Volume 2, Issue 2, Feb. 2015

Role of Media in Society- An Analytical Review

Available online at http://internationaljournalofresearch.org P a g e | 107

Review of Related Literatures

Available online at http://internationaljournalofresearch.org P a g e | 108

6. ‘Women Development: New Approaches and Innovation,’ Sharma Rashmi (2009)

Available online at http://internationaljournalofresearch.org P a g e | 109

12. ‘Mass Media in Development Programmes in Nepal: Practices and Problematic,’

Available online at http://internationaljournalofresearch.org P a g e | 110

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Objectives of the Study

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[14.] Gupta V.S.-1999, Communication Technology, Media Policy and National

Available online at http://internationaljournalofresearch.org P a g e | 122

[27.] Rogers E. M. - 1962, Diffusion of Innovations, Free Press, Glencoe, IL.

[35.] Singh Nibedita - 2006, Role of Mass Media: In Development of Political

[36.] Tamang Ritendra – 2007, Mass Media in Development Programmes in Nepal:

Available online at http://internationaljournalofresearch.org P a g e | 123

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