MEDIA AND ITS ROLE Media performs very important functions in the society.

In modern democratic state system it is considered as the fourth pillar of the state whose functions are necessary for the smooth and effective functioning of a society. It is the dire need of todays globalized people to be aware of their surroundings. In the world of today, media has become almost as necessary as food and clothing. It is true that media is playing an outstanding role in strengthening the society; its a mirror of the society. Its duty is to inform, educate and entertain the people. The most effective role of media is to provide latest information about different happenings. It was the chief objective of media to keep people aware about the whole world, national, and local events and happenings. Todays media is up to mark by providing all kind information, news, views on different subject social, economic, science, business from different parts the world. A person sitting in Asia can easily access the information related to Wall Street crisis in America, similarly person sitting in Europe can easily get information about Arab springs or Afghanistan war just because of media. Role of media is not confide to news only, but at same time promoting awareness, education, developing perception and opinion of masses. Media has revolutionized the society by educating people on different local, national, international, social, economic and political issues. Political, social, economic, religious programs and write ups enable people to know about their rights. Where there is a strong media, awareness level of general public is very high. Today media is used as global opinion maker. Millions of dollars across the world are spent on the media campaigns, publicities and advertisements. Media is a great source of entertainment. It telecasts all types of programs because it knows about its viewers. Program of sports, fashion, cartoons, society focused programs like dramas & films; all are the essential sources of entertainment. Educational and entertaining programs can help learning the new trends of society. In remote areas external news service of radio is considered a great source of education. Media is playing a very dynamic role that in bringing social change. It highlighted core issues and evils of society. Corruption, poverty, illiteracy, social taboos, violation of human rights, oppressing laws, traditional customs, injustice all are exposed by media in many parts of the world. Those issues which were considered as secondary or less important become the priority just because of active role played by media.

Media performs as watchdog of government and stops the government when it goes against public will. Media has highlighted many problems between public and government which were not addressed due to communication gap. Its role remained exemplary in promoting the democracy and its values. Media have an important role in economic development of a country. Media does not only contribute by providing employment to people but also by providing information about market happenings, price fluctuations, market trends, and economic analysis would also help in taking sound economic decisions. Media is also playing a very central role in promoting peace, cooperation and internationalizing the local issues. This was a one side of coin other includes negative role played by media in society. Media is accused for variety of negative roles it play to maintain its power like sensationalism, yellow journalism, propaganda, exaggeration, consumerism, false or misleading information and many more. Media created super hype on different incidents. It was observed that this trait is generally present in all type of media across the world particularly in subcontinent. Media is fourth pillar, watch dog, agent of social change, influencer, educator, informer, entertainer, guardian of democracy and many more. A vibrant media is need of globalized society. Both print and electronic media provides important functions of influencing public opinion, informing with recent developments on all issues, surveillance, determining the political agenda, criticism, awareness, and social & moral development of society. Though media performs crucial functions in a society, but some time its role proved negative. It would not be wrong to say that media is playing vital role to keep the society balance.