Both Vikas and Desai expressed skepticism about the ability of the media to initiate change. The Role of Social Media in Social Movements ... and conflict that arises within groups fighting for social change, says social media can be seen as a tool which works by capitalizing on real-life, or offline, networks that are already mobilizing. An analysis of these factors in Pakistani society can guide us in determining what corrective measures need to be taken to ensure an optimal role for the mass media in the process of awareness building. The Role of Media “Media is the main means of mass communication (broadcasting, publishing, and the Internet) regarded as collectively” (The Oxford Dictionary). It brings information readily; thus, play a significant role in our society. It is the change in consumers’ behavior that is changing the role of social media in India. THE ROLE OF SOCIAL MEDIA IN GOVERNANCE 2 The spread of covid 19 has shaken the world as a whole. Goenka countered this by pointing out that most journalists love the responsibility to change the world. Mass media is a significant force in modern culture, particularly in America. They have advocated for child labor laws, voting rights, civil rights, school desegregation, immigration reform and LGBT rights. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few. Nevertheless, the use of social media for societal change and political activities is potentially critical because these networks are formed around important social communities and relationships that could be turned to societal influence. Social media has allowed Generation Z and all of society to advocate for Civil rights, immigration rights, voting rights, child labour laws and the list goes on. Whether its television, radio or the Internet, have a great role in enhancing the general knowledge of the people. News, telefilms and documentaries revolving around social issues increase a social awareness in children and develop their concern towards society. Sociologists refer to this as a mediated culture where media reflects and creates the culture. Social media is a powerful tool and when used correctly can have mind blowing impacts. Various normative, social scientific, and critical communication theories have addressed how media influence social change. Early media effects theories assumed a direct and unmitigated influence of International Journal of Humanities & Social Sciences Vol 1 (01) August 2013, [ISBN 978-93-83006-16-8] page 67-70 ROLE OF MEDIA IN SOCIAL AWARENESS Pradeep Kumar Dwivedi, Ingita Pandey Research Scholar, Economics Department, University of Allahabad, Allahabad, UP inki2020@gmail.com, gita.pandey7@gmail.com INTRODUCTION The media plays a very constructive role in today’s society. In today’s modern world, media has a great role spreading awareness among the masses. The world is beginning to experience real change … Social media has people talking and has the ability to move society to a better place. The use of social media platforms like Facebook, Twitter, and Instagram can help give updates to the public regarding the directions and coping mechanisms. The mass awareness role of the mass media in any country can only emerge from the interaction of that society’s major social factors. Social change, in sociology, the alteration of mechanisms within the social structure, characterized by changes in cultural symbols, rules of behaviour, social organizations, or value systems.. Social Change and the Media Abstract The influence of the media on society has for a long time preoccupied researchers in the field of communication. To millennials, social media is their main platform for bringing awareness to a cause they care for. Expecting media to play a pioneering role in social change involved putting the burden of responsibility on the industry.
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