What role does print and electronic media play in shaping public opinion?

"When complaints are freely heard, deeply considered, and speedily reformed, then is the utmost bound of civil liberty attained, that wise men look for."---Milton

The Media holds the mirror to society and is the powerful channel of communication. Hence, A special duty is imposed on the media; which is universally considered as fourth pillar of the democracy, to not only inform the general public of various issues and subjects but also at the same time to build their opinion and to reflect them in proper form. The freedom of media includes the right to receive and collect information of public importance from all primary and authenticated sources and to disseminate it through all legitimate sources.

The media has gained new dimension, great strength and very sharp transforming the present age into information explosion. The media plays an extremely important role in transmitting the claims of social, economic and political movements to the decision-makers

and the public. A free press and electronic media is an essential attribute today of a democratic polity because only these sources of information can keep not only information flowing freely but also help maintain a constant

dialogue between the policy makers and the masses.

The role of media is not just confined to make information available. It is also to educate people on the key national issues, which are concerned with lives of common people. Media conducts in-depth

critiques, analyses and appraisals by discussing pros and cons of a given policy of government or any issue in an impartial and fair manner. In the process, it brings out what is good or harmful for people. Thus it informs people to oppose or support a given policy. That is how media performs the role of an opinion-maker.

The aggregate result of such approach is that the governments have to be very meticulous in the formulation of policies.

Since media undertakes critical appraisals of policies in a threadbare manner, therefore, it performs the role of a national watchdog. If a government adopts a policy, which is collectively not beneficial, the media can criticize this policy so severely as to arouse people's opposition towards this policy. So powerful is this role of media as a watchdog that the governments have to sometimes withdraw themselves from their stated positions. Therefore this role of media as a protector of public rights is very important for fair and beneficial policy formulation.

This role of media as a representative of masses emerges from the above-mentioned

role as a national watchdog. Through a number of methods and techniques like the columns, interviews, seminars and public forums etc, the media serves to convey the aspirations of people to the top policy makers who may otherwise not know them by other available channels.

Media is also a

unifier of diverse viewpoints. At a time when a national policy may not be in accordance with popular appeal but it is in the larger interest of the country, it does educate the populace about the benefits accruing from adoption of such and such policy for the country. Such situations often arise on issues of diplomacy and foreign policy where policy has to be worked out keeping in view country's strengths and weaknesses not emotionally.

Media has played vital role in educating the peoples and make them aware of almost everything related to their self, their nation and country.