-
Evolution of Media: A Sociological Inquiry into Shaping Modern Societies
Dr. Amrita Das
Abstract:
The present study examines the complex relationship between media and contemporary society in the context of globalization, privatization, and liberalization. Since the 1970s, the ascent of television and subsequent emergence of web 2.0 technologies have transformed media into a powerful tool for entertainment, news dissemination, and public opinion formation. Utilizing a qualitative methodology and drawing from secondary data sources including published books, journals, and websites, the study explores the impact of media on cultural dynamics, emphasizing its role in cultural globalization and awareness creation regarding criminal activities. Social media platforms are identified as instrumental in connecting diverse backgrounds, fostering E-communities, and aiding idea generation through communication. The report highlights the need for public awareness and the role that the media must play in combating illegal operations like drug trafficking, human trafficking, cyberbullying, and cyberterrorism. The study concludes by highlighting the critical role that media plays in attaining literacy goals, showcasing it as an affordable mass education tool, and recognizing its unavoidable influence on modern society and culture.