MEDIA AND ITS INFLUENCE ON SOCIETY AND PUBLIC OPINION

Abstract

Media is a critical force in shaping and shaping public perception by functioning as a link between events and the public. News coverage, framing, agenda-setting, and interpretation enable media to create narratives that frame how individuals understand social, political, and legal matters. In democratic nations, media are not just a source of information but also serve as a watchdog that assures institutions are held accountable. But problems emerge when media emphasize sensationalism, bias, or selective reporting, which can skew facts and mislead the public. This research critically discusses the role of media in influencing public opinion, specifically its influence on democratic processes, policymaking, and social attitudes. Through examining theoretical approaches, case studies, and empirical data, the study seeks to comprehend the positive and negative effects of media influence.