The Power of Media

Shiv Banafar(2023UCS1639)
Mayank Gupta(2023UCS1640)
Shaping Public Opinion
In the twenty-first century, media has a tendency to shape political, economical
and social values of an individual.
Media has eliminated the boundaries of information, so that a person can become
an active citizen of the global economy.
From the time we wake up to the time we go to bed, we are constantly bombarded
with news from the media, whether it be through television, newspapers, or social
media.
As a result, the media plays a crucial role in shaping our opinions on various
topics, from politics to entertainment and beyond.
Agenda Setting
One of the most significant ways the media shapes public opinion is through
agenda-setting.

This is the process by which the media decides which topics and issues to cover and how
they are presented to the public.

Essentially, the media has the power to frame the conversation around certain topics, which
can ultimately influence how people think about them.

For example, during election seasons, the media may focus heavily on certain candidates
or issues, leading the public to form opinions based on what they see and hear. In this way,
the media has the power to sway public opinion in favor of one candidate or political party
over another.
Selective Reporting
Another way the media can shape public opinion is through selective reporting.
This is the process by which the media chooses which stories to report on and
which to ignore.

By selectively reporting on certain stories and ignoring others, the media can
influence how the public perceives a particular issue.

For example, if the media only reports on negative news about a particular
group or organization, the public may develop a negative perception of that
group or organization, even if there is positive news that is not being reported. In
this way, the media has the power to shape public opinion by selectively
reporting on certain stories.
Framing
By framing information in a certain way, the media can influence how people
interpret it.

For example, if the media presents a story about a politician in a negative light,
the public may view that politician negatively, even if there are positive aspects
to their character or policy positions.

On the other hand, if the media presents a story in a positive light, the public
may view the subject of the story in a more positive light. In this way, the media
has the power to frame the conversation around certain topics, which can
ultimately influence how people think about them.
Social Media
Social media has become an increasingly powerful tool for shaping public opinion.

Through platforms like Twitter and Facebook, individuals can share their opinions and
perspectives with a global audience.

Social media also allows for the rapid dissemination of information, making it easier for
individuals and groups to influence public opinion on a particular issue.

However, social media also has its downsides. With the rise of fake news and
misinformation, it can be difficult to discern what is true and what is not.

This can lead to the spread of false information and conspiracy theories, which can
ultimately shape public opinion in dangerous ways.
CASE STUDIES
 ● ROLE IN DISASTER COMMUNICATION

On October 29, 1999 Super Cyclone hit Odisha

Coast , it was least communicated area and not known to outer
World. Many people were died.

After the cyclone, the glory picture of devastation was

communicated to mass by media through newspaper
“Sambad”

Particularly the forecasting by IMD became so pinpointed that, it could be communicated

to people in a proper way.
● #Me Too Movement
This movement gained momentum in 2017 as survivors
of sexual harassment and assault shared their stories on
Social media platforms.

This movement, which initially started with allegations

against Hollywood producer Harvey Weinstein, quickly spread across countries,
sparking a gender based violence and workplace harrasement.
● Role in showcasing Hidden Talent
Ranu Mondal, known as the "Lata of Ranaghat," gained
fame after a video of her singing at a railway station
went viral on social media in 2019. Impressed by her talent,
music composer Himesh Reshammiya offered
her the chance to record songs for his film.

Mondal's journey highlights how social media platforms can help discover and
promote hidden talent.
 The Power Of Media

THANK YOU