Today’s world is an unthinkable place without the presence of modern media. According to Jeff Bullas, "72% of all internet users are now active on social media." The media shape the conscience of the society, shape the buying habits of its users, and impact every sphere of people's lives. No one can avoid the media impact. However, what is the relationship between media and society? Have the media accelerated the progress of the society and what is the media's impact on the shape on public opinion.
The relationship between media and society is complex and multilayered. It is impossible to develop democracy and free opinion without the free, independent and critical media. Journalists research and critically analyze social injustices, present them through some of the media channels, such as newspaper, television channels, and internet websites. The ruling elite are no longer protected from criticisms and analyzes of their political moves. In the past, media were one-sided channel of communication, but with the spread of internet and modern mass media, it has become two way channel of communication where the message receiver can directly be involved in the creation of media, suggest its improvements and point to irregularities.
On the other hand, even though the social media has broken down the geographical barriers and eased communication, the misuse of the media on the society is more evident than ever. The social media has become a major tool in the global war that the radical Islamist organizations have announced against the rest of the world. Some of the examples include the civil war in Syria, and the wars in Iraq and Afghanistan. Each day more and more people are being recruited through the channels o social media such as Facebook. The terrorist organization recruits their newcomers through media channels, but at the same time use social media to intimidate the rest of the world with the terrifying images of decapitated citizens who were held as detainees and prisoners. In this way, media can be observed as a force that has global impact directed on destruction and death spreading the homophobia in the society.
Frequently, people are unaware that their everyday life is being monitored and observed by powerful groups that transmit "a rainfall" of carefully selected messages through the mass media channels. The primary function of organized symbols and messages is to use the needs of the world. Each one of us persuades, because we have been persuaded in believing something and want others to accept our beliefs. As a type of social relationship, persuasion cannot be neglected because it is a part of everyday experience. Media are the powerful soil for persuasion without giving the time to reconsider and critically analyze the messages sent by media. Media advertising shapes out buying habits by promoting certain brands and products.
Mass mediums have become one of the most powerful channels for socialization. Medium, such as television, provides the young generation patterns of behavior and physical appearance by approving or condemning a certain type o behavior. The fairytales have been replaced with the modern digital cartoon adaptations with the same archetypal characters. Due to the lower capability of children to critically view media content, the society closely monitor the impact of media on children with the use of time restriction. The use of modern media interferes with other activities that permit contact with others leading them to alienation. The image where a lot of people are gathered in one place, and silently type SMS messages, or surfing through some of the social networks is not rare. People have become unconscious of the real world that surrounds them and become trapped in the virtual world. A person may have 500 friends on social networks such as Facebook, but in reality there is not a single person with whom he may share his thoughts and concerns. The media took control over our lives, and people are more concerned about the image that they will have on the social networks, than on people from their immediate surroundings. Internet and social networks have brought a new form of alienation from people on the one hand, and on the other, access to private data of every user.
Finally, the new form of bullying that has appeared since the popularization of mass internet media through social networks is cyber-bulling. Cyber-bulling has a major influence on the society, especially in the vulnerable teenage population. In the old days, bullying was confined to physical abuse. Nodaway, youngsters are more and more afraid from cyber-bullying because teenagers care about the opinion of their peers, and if their friends dismiss them from their virtual groups, or publish some inappropriate pictures, the social life of the bullied person is over. In many cases, cyber bulling may lead to psychological trauma and in some cases even suicide attempt.
Cited work:
Bullas, Jeff. "22 Social Media Facts and Statistics You Should Know in 2014". Jeffbullas.com 17. January 2014. Web. 30. October 2014. http://www.jeffbullas.com
