Paper Title: Impact of Mass Communication Media on Social Change: A Study
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Abstract:
Mass communication media have played a significant role in shaping modern society and have contributed greatly to the emergence of the concept of a “global village.” The major forms of mass communication include newspapers, magazines, television, radio, mobile phones, and the Internet. These media influence people of all age groups, from children to the elderly, in various ways. Their impact has become so powerful that many young people today find it difficult to begin their day without accessing some form of media. However, concerns have also been raised regarding the content and influence of mass communication. Some media platforms are often criticized for promoting consumerism, sensationalism, obscenity, and unrealistic portrayals of relationships under the guise of entertainment and reality. Such trends highlight the need for ethical guidelines and self-regulation within the media industry. Publishers and broadcasters frequently justify such content by claiming that it reflects public demand. Nevertheless, it is equally important to consider whether society consumes such content because it is widely available and easily accessible.
A survey conducted by the India Business News and Research Services among 1,200 individuals aged between 18 and 35 years revealed that approximately 76 percent of young people believed that social media empowers them to bring about positive social change. According to the respondents, social media has emerged as an important tool in promoting women’s rights and supporting anti-corruption movements. The usefulness of social media largely depends on the nature, personality, values, and intentions of its users. It can be used to spread hatred, extremism, and misinformation, but it can also promote love, peace, harmony, and social solidarity. Like any technological advancement, mass communication media have both advantages and disadvantages. In contemporary society, people have become increasingly dependent on communication technologies for information, education, entertainment, and social interaction. Television and mobile phones, in particular, have become indispensable tools of communication. While these technologies offer numerous benefits, concerns have also been expressed regarding their environmental and health impacts. For example, the installation of communication towers has sometimes been associated with adverse effects on birds and other wildlife, although scientific evidence on this issue remains debated. Such concerns remind us that technological progress should be balanced with environmental responsibility. In conclusion, mass communication media serve as powerful instruments of social change. They have the capacity to educate, inform, inspire, and connect people across geographical boundaries. At the same time, responsible use, ethical content creation, and critical media literacy are essential to ensure that their influence contributes positively to society and human development.
Keywords:Mass communication, Media, global village
DOI Link – https://doi.org/10.63431/AIJITR/3.II.2026.263-265
Review By – Dr. Amrita Dutta and Dr. Parimal Sarkar