Media has a unique identity in

the society
 Role of Media
By providing information, education, knowledge, motivation, surveillance
and entertainment media creates awareness in people.

According to the Hypodermic Needle Theory, media leaves direct and

meaningful effects on the minds of the public.

Again, with reference to the Multi-Step Flow Theory of Paul Lazarsfeld

(1944), media affects level wise. In fact, the contents of the media affect
public thoughts and ideas.
 Social Media: Relevance in
Society
• Social media are challenging several well-established notions of media
and look poised to emerge as the predominant media in the very near
future, if they are not already that. Like their traditional counterparts,
they too are contributing to social transformation.

• The enormity of social media tools can be understood by taking the

example of the popular site Facebook. It was launched in 2004 for
Harvard students to help them network with each other. In 15 years, ie,
by 2019, it has become popular across the globe and has a whopping
2.38 billion active users (www.statista.com, 2019). In other words, if
facebookers were to be treated like a nation, then “facebook nation” will
be larger than China and the US combined.
Social Media: Human Rights
Awareness
• With the advent of technology, development in cable channels and social
networking sites it has become easier to access to information and
spread awareness, thus helping local stories to reach international
media network.
• One of the major role played by media in promoting human right is the
role of educator there is a need to educate the civil society about human
right as education will develop human personality, behavior and right
attitude of respect towards human dignity and respect of others.
• Media is often seen reporting abuses of human right of countries
receiving foreign aid or of a well organized society where global media
attention is triggered or a country with larger military forces and
population.
 Social Media: Political
• Social media has ledChanges
to the emergence of citizen led governance (C–
governance) in India. Anti corruption movement by Anna Hazare and
protests followed by Nirbhaya gang rape were channelized through the
social media. These events garnered enormous national and global
support by involving the common man.

• Social media has also enabled greater political awareness and

organization, which has in some cases rewritten entire political
landscapes. The impact has been seen both in Indian political scenario
and overseas.
 Social Media: Environmental
•
Changes
Through the internet, many ideas, knowledge, and opinions can reach
people across the globe and help them get the education and essential
services, and spark many innovations and movements. The internet has
transformed from merely a way of communicating far distance into a
modern distillery of ideas, and nothing speaks louder than Influencers and
Key Opinion Leaders (KOL).

• Social media also creates an open space for organisations, climate

activists, and scientists to reach more people across the world. One of the
examples is how the UKCOP26 and the Green Peace use social media
platform not only to share valuable knowledge about the current climate
condition, but also to collaborate with artists, activists, politicians, and
academic institutions to show how, nowadays, the world is on a constant
state of climate emergency.