There has been a phenomenal progress of India into the age of modernization and liberal thinking. Advent of new technologies, foreign investments, or global partnerships in the field of IT and computers, every change has come with a big bang. And, amongst all this, there is one sector, which correlates all these developments on the world platform. It is the very influencing “Media”. The face of print as well electronic media has transformed into a form that appeals to every section of the society. With all these developments, the debate of print media versus electronic media is also stirring up. But, the fact is that newspapers have always had a mind of their own. Role of press in freedom struggle or the worst days of emergency cannot be forgotten at any cost. Print media was the voice of the nation when satellite TV and 24 hours news channels did not existed. Moreover, in practical terms, reach of newspapers and magazines is far beyond the TV.

We are living in an era, which is completely driven by media and advertising. There has been a drastic change in the news reporting techniques and “yellow” journalism has become the trick of the business. Media, in its new form has the power to “brain wash” people and put words into their mouths. One word or one statement can make or break the society. Media has to aim at larger social good. On its way to expansion, it has made some noticeable impacts on society.

# Media has played a constructive role in spreading awareness about various social issues. Women empowerment, social advertisements on AIDS awareness, family planning, educating the girl child, had it not been the boom in the television and advertising industry, we would not have moved a little above the base line.

# Media has become central to public life and politics. Media shapes public opinion, reports and interprets various political events.

# Media has successfully put India on the international map of popular nations. Today, India is looked upon as a country with extreme potential in almost all fields. It is also responsible for the economic growth of the nation, increase in international trade and development in financial institutions. Media itself is an industry with lot of potential.

# Credit of popularity of Indian fashion industry also goes to advertising and communication. It has helped a lot in attracting international buyers to invest in India. What more, today we have specialized studies in fashion journalism.

# Co-existence of so many brands of one product is possible due to the magic of advertisements, which is yet another indispensable part of media.

Unfortunately, in some cases it has also spread the wrong message of “End justifies the means”. Some of the negative impacts on the society are:

# India is a huge country with a population over 100 million. So there are enough news stories from a comrade of news channels that are being delivered right in our living rooms. But the reality is that in order to raise TRPs news channels are either reporting information more than required or the much important issues are being neglected. Gossips have become a trading trick and they are packaged in a way that undermines the reality and main stories.

# Only a fool would deny that hundreds of hours of exposure to visual and verbal images of human depravity will have negative effects on young developing minds. TV and movies are a prime source of inspiration when it comes to youth expressing themselves by acts of violence. There are many TV shows that depict family breakdown, single parent household, high divorce rates and unwedded mothers. Very little is being done to stop the vulgarity and sexual immorality in TV shows which can’t even be segregated with A or U certificates as in the case of movies.

# Advertising too has an impact on society, especially on values and lifestyle. It plays a major role in influencing social values and has become a kind of a social guide. It encourages extravagant expectations.

# Last but not the least, media influences our lifestyle too. The clothes we wear, the accessories we sport and the shoes we buy, every thing is influenced by the trends set by the media and fashion industry. Even when we go out to buy furniture to redecorate our interiors, e emulate what we see on television, or in fashion or lifestyle magazines. Every teenager wants to be with whatever is “in”, in order to be popular. The youth today wears “right” clothes, listen the “right” music, watches the “right” TV shows and movies and be at the “right” place to hang out. In doing all these “right & in” things individuality and innovation of our young minds is being lost. It is even increasing the gap between the rich and poor.

What is needed in the present scenario is media literacy. It involves correctly comprehending, interpreting and analyzing both print and electronic media. Wrong interpretations can create chaos in the society. Print and electronic media must work hand in hand to for the benefit of the society.

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