MEDIA AND SOCIETY: A DISCOURSE UPON THE SOCIAL IMPACT OF MEDIA AND IT’S ETHICAL CONCERN

The present century is advancing tremendously in scientific knowledge, information and communication technology, machine learning and artificial intelligence. As a result of advancement in information and communication technology, contemporary human society largely dwell upon the world of media for information gathering as well as information sharing in day-to-day life. The term “Media” has been employed as an umbrella domain that which consists of both mass and social media, acting as communication agencies. Mass media comprises of different modes of communication, such as, the print media (e.g., newspaper, magazines, and books) and the audio-visual media (e.g., radio, television, music, and cinema). This world has also witnessed the revolution in media technologies with the emergence of WWW (World Wide Web) or the internet that which has paved the way to the emergence of social media. Some of the commonly known social media includes – Facebook, Instagram, Telegram, LinkedIn, YouTube, WhatsApp, and recognized its acceptance due to its interactivity. Generally, media plays role in disseminating information, news, entertainment, and education to the mass audience. Emergence of ethical concern over media’s role and representation is inevitable since an attitude and perception of an individual towards their surrounding human ecology is being shaped and re-shaped in due course of gathering information. In this paper, media representations (such as, style of reporting using derogatory, exaggerated headlines and languages leading to a moral panic) shall be dealt at length along with the role of media professionals as its impact upon the larger society cannot altogether be discarded and thus, needs to be addressed adequately. In a media driven world, human mind quite often are perceived to be clouded in spite of being considered as rational being (Rene Descartes, a French philosopher, considers humans as rational being). This fact subsequently leads to the necessity of media literacy along with its ethical dimension on the part of individuals of society. Lack of adequate media education and their uses is likely to lead the human society towards downward mobility and hostile human environment. This work is based upon the relevant available literature and individual perceptions (urban and rural, & individuals of different age group) on the impact of media in the society as divers understanding on its presentation is of immense significance in the 21st century. Thus, this work delves into multi-disciplinary approach, considering historical account, sociological dimension, and ethical concern in understanding the media literacy, representation and its impact upon the contemporary society.