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Media as an educational source
Media has strong educational power, and it is undoubtedly one of the most essential roles. Through reading news or watching TV, people receive information on what processes happen in the government, how it affects their lives and helps the general public understand complex concepts. Besides, it should be mentioned that the medias educational role provides transparency for the government and trust for people.
Media as an actor in political processes
Even though the most prominent role of media is informing people on the news, in some cases, it takes a vital role in protecting peoples rights and expressing serious concerns for specific issues. When problems become apparent, the government has to take action, which means media is indirectly involved in the decision-making process. Thus, media acts on behalf of the people when it comes to protecting their interests.
Media as a source of legitimacy and accountability
One of the medias central roles is to make the government responsible for their actions or inactions. Increasing the governments accountability is essential to improve service delivery, establish good communication between the state and citizens, support transparent elections, and allow marginalized groups to be heard.
Media as a source of democracy and human rights
Media is one of the main coordinators of democracy and protection of human rights. It is an essential platform for freedom of expression, truth, and different kinds of investigations related to elites. Media activities eagerly protect democratic values by revealing the real state of affairs. Besides, other huge mass media platforms can promote social issues on the international level.
Media as a source of stability and conflict reduction
Media has the ability to stable society and soften or even solve conflict situations. First of all, it can be done by establishing a dialogue between the state and citizens inside fragile societies and different minority groups. Secondly, as the media makes governmental actions transparent, it creates its legitimacy. If the two abovementioned conditions are followed, media can potentially reduce the likelihood of severe conflicts within the state.
Media and public opinion: influence on behaviors
Media is a potent source that influences the way people think and behave. It is apparent that people form opinions based on news and information, and thus their actions are affected by the new knowledge and perceptions. There are positive and negative impacts of the information, but it is certain that media can change peoples behavior and prepare them for a crisis, influence the way they vote, and provoke protests and manifestations.
Media and public opinion: influence on social perception
Media can influence the way people perceive certain events by providing information. Most of individuals view media (especially a big company) as an opinion of the majority itself. They tend to accept what most others believe in, and thus perceive information given in the media as undeniable truth.
Media and its role as a means of communication for further development
As media plays an essential educative role in society, it creates space for further development in numerous areas. For instance, people learn about environmental problems, become cautious and attentive to their lifestyle, propose initiatives, and create new technology startups. Media influences further development in an indirect manner by being a vital part of changes.
References
Deane, J. (2016). Media and governance [PDF document].
Lamp, E., & Kepplinger, H., M. (2008). Public opinion, media effects on. In The International Encyclopedia of Communication (pp. 1-5). John Wiley & Sons.
Rosales-Viray, K., & Versoza, S., M. (2017). Medias influence on government and society. KnE Social Sciences, 1223-1234.
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