The role and influence of the media have increased more than ever before. The most important part is that media is still growing in the country and its influence on people lives develops on a daily basis. The media has a vital role in informing the public about the happenings not only in the country but also in the entire world. Some of the media outlets that people rely on include television, newspapers, the internet, and the social media platforms. The advent of technology has also meant that individuals can acquire information at the press of the button using their computers and smartphones. However, media, some sections of the media have been prone to intoxication due to the lack of objectivity and impartiality in their reporting. On a general perspective, media has played a significant role in influencing positive public opinion especially in the fields of education, health, and politics.
The various components of media have a significant influence on the individuals and society at large. Many people continue to rely on media as the only source of credible and trustworthy information without necessarily having to think about its veracity. The media is also regarded as a significantly powerful weapon that can easily change the beliefs and perspectives of people. Many media personalities are also aware of their influence in the society and as such, tend to remain within the realms of positivity in fear of receiving a backlash from the masses (Protess & McCombs, 2016). During political campaigns, many politicians use different media outlets to spread their agenda. Some outline the progress they have made and all the issues they intend to do for the people. As such, this creates an air of positivity which in turn influences the society to have a favorable public opinion regarding a particular set of people seeking for political seats.
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Also, the media has a critical role to play in businesses and commerce. Advertisement and commercials depend on the televisions, newspapers, and social media as a way of reaching out to the broader audience. McCombs, (2018) asserted that advertisements make people focus on the positive aspects of products. They emphasize the strengths and opportunities created by the products instead of highlighting any negativity associated with the commodity. This, therefore, ends up creating a strong notion that the world of commerce is characterized by unchallenged positivity hence influencing decisions both on the adults and children. Health campaigns also use media outlets to spread news regarding treatment and prevention measures. As such, this helps the society to build a positive image about their health statuses and well-being hence promoting desirable health behaviors.
McCombs, (2018) posited that media could also help in improving the credibility of opinions and actions. Gaining the much-needed coverage is one of the ways of ensuring that a group and its activities have a sense of legitimacy. Most media consumers believe that if a story gets into the newspaper or television, then it is worth taking notice of. However, if a particular piece of information regarding a product or event does not make it to the news segment, then it lacks the veracity. For instance, parents will only buy books that have been advertised on the television rather than the ones which have not. Therefore, this shows that media has a critical role in enhancing positivity by legitimizing certain events, aspects, and groups in the society.
Therefore, it is beyond any reasonable doubt that media has an essential role in impacting the public opinions in the society. Although there have been recent incidents of bias and a lack of objectivity, on a broader perspective, media positively influence views and ensures that social order remains a norm.
References
McCombs, M. (2018). Setting the agenda: Mass media and public opinion. John Wiley & Sons.
Protess, D., & McCombs, M. E. (2016). Agenda setting: Readings on media, public opinion, and policymaking. Routledge.
