Responsibility of Media in Changing Social Scenario

Abstract

The word ‘media’ is derived from the word medium, signifying mode or carrier. Media is intended to reach and address a large target group or audience. The word was first used in respect of books and newspapers i.e. print media and with the advent of technology, media now encompasses television, movies, radio and internet. In today’s world, media becomes as essential as our daily needs. Media of today is playing an outstanding role in creating and shaping of public opinion and strengthening of society. Media is the sword arm of democracy. Media acts as watchdog to protect public interest against malpractice and create public awareness.In this paper we analyse the possible effects of social media on both, individuals and the society as a whole. First we illustrate the current situation of social media in terms of facts and figures before we deepen selected aspects of new forms of virtual interaction. With a specific focus on recent neuroscience research findings the following main research question is to be answered: How does our brain deal with these new forms of information technologies and what are the possible consequences for our social behaviour? There is a broad range of diverse interpretations related to the usefulness of social media as a powerful source of communication and learning. Through examining several advantages and disadvantages we will highlight the circumstances for responsible handling of social media. The examination takes place on two levels:

1. The global form of information and expressing opinions via social media and its impact on

social systems.

2. The individual form of participating and the specific influence of social media on the own social behaviour. Subsequently the effects of social media on the two levels above will be integrated into an overall picture.