2. Role of Media in influencing Public Opinion
• Media have been argued to function as a
key agent of shaping public opinion.
• It provide the raw material for individuals
to understand the opinion climate around
them.
• In a way, media influences what we know
and how we know.
• Our opinion on daily basis is shaped to a
large extent by the content of the
newspapers, as they are the largely
consumed and cheapest media. The
content of other media such as TV, radio,
magazine and social media also influence
public opinion.
3. • But not all media has the similar content. There is different representation of the
same issues/event by different media, resulting in different media content. Thus
different media content produces corresponding differences in individuals’
perceptions of the climate of opinion.
• That is, the type of content to which one is exposed can have different effects on
one’s perception of social reality.
• As news reported in the media (which shape public Opinion) is determined by
journalists, journalist also plays a vital role in shaping public opinion.
• Thus, media and media personals both has influences on public’s opinion.
• However, the media does not influence everyone's opinion; it influences the
opinion of those who consume its content.
• Furthermore, a person who has more media exposure is more likely to be
influenced by the media than someone who has less media exposure.
Watch this Video # Does the media influence public opinion?
https://www.youtube.com/watch?v=Jf70z6oKZsk
4. Biases within the Media
• In the past 3-4 decades, the Indian mainstream media has grown
due to the rising literacy rate, a growing middle class, and
advances in media technologies.
• There are more than 17, 160 registered daily newspapers in India,
including English, Hindi and regional languages. The country also
has nearly 900 television channels.
• It has reached a highly competitive environment in terms of
generating content and profit-making.
• Today, every media outlet competes to be the first to report
breaking news. As a result of the race, the reporters are forced to
work under time constraints. To some extent, this has reduced
the quality of journalism.
• Bias generally is a preconceived notion against a person, group or
thing. It leads to stereotyping, which we can see in how certain
things are reported in the news. Such biases are called media
biases.
• Media bias refers to the unjust favoritism and reporting of a
specific idea or standpoint. The selection of which events and
stories are reported and how they are covered and represented
within the mass media all of these can result in media bias.
5. • There are three broad categories of media bias: Visibility, Tonality & Agenda
– Visibility (Actors can be more or less visible in the media as they compete for media attention. It
has more attention on how much the media space a political actors gets) e.g. Rahul Gandhi the
leader of opposition is the subject of an undue amount of coverage compared to leaders of
ruling party like Narander Modi and Amit Shah. (It has more attention on which political actors
are covered)
– Tonality (Media can frame actors as being either good or bad political parties. It has more
attention on how political actors are covered.) E.g. BJP projected as inclusive party (sabka saath
sabka vikas sabka vishwas) and Congress projected as the party of dynasty/nepotism
(Pariwarwad ki party)
– Agenda (Sometime media put more emphasis on some issues and neglect the other issues)
E.g. In the 2019 general elections, the Indian media made the issue of national security more
important than the issue of unemployment by putting less emphasis on growing unemployment
and more emphasis on the Pulwama attack.
6. • Biased media reports can influence the formation of public opinion in a particular direction. At the
same time, biases in media reports/news are not easy to detect. However, to some extent, it can be
detected by comparing how different media cover the same story.
• Another way to establish an unbiased opinion is to discuss issues with our friends and family and
see where we agree and disagree. Public opinion is extremely important in a democracy, and we
should not form our own opinions too quickly. We must reach conclusions after careful thought,
interaction, and research.
• Also, we need to remember that media coverage is never completely objective. The way particular
media covers the story is, to some extent, determined by the ideology and ownership of the media
house. E.g. DD News & Zee News. It is also determined by the ideology of the individual reporter/
editor.
• So always be critical and aware as you read, watch or listen to media content.
• At present bias in political news coverage is common in India. It has profound influence on voter
opinions and preferences.
7. Diversities in Media
• Due to the diversities in Media today we have broad range of options of channels and sources of information.
• But at same time multiplicity of channels does not insures the content and representation diversity. There can be a
lack of diversities in stories.
• Diverse content remains a key issue. Increasing commercialization and concentration of ownership tend to cause
contents to be homogenized.
• Media ownership concentration is a situation where progressively fewer individuals or organizations control
increasing shares of the mass media. Such situation gives the flash projection of media diversity.
8. Media owned by India Today Group
Media owned by Times Group
9. Diversity in media should be insured at various level.
Diversity in reflection: The media should represent or reflect the prevailing differences of culture,
opinion and social conditions of the population as a whole. (diversity in news stories)
Diversity in representation: The media should include people from varied section, group and class in the
newsroom to insure the diversity of voices/perspectives. (e.g. Journalist & editor from various section )
Diversity in more channels option: Greater variety of communication services, formats and choices
make more information and option available. (diversity in choice e.g. newspaper, TV, radio, YouTube
etc.)
18. Social Media
• Social media are those media which facilitate online
communication, networking, and/or collaboration.
(internet based form of communication)
• These media are result of technological advancement.
(digital technology)
• On these platform people interact with each other by
creating, sharing, and/or exchanging information and
ideas in virtual /online / digital communities.
• User generated content (content created by other
people, usually unpaid)
• Social media is a platform that enables us to easily
share our opinions with others as well as learn about
other people's opinions.
19. • With 250+ million social network users, India has the second
highest number of social media users in the world.
• Politicians, marketers, brands, companies, and even
individuals have used social media as a powerful tool to
reach a large number of people quickly and cost - effectively.
• Today social media in India has became the most significant
tool for influencing and creating public opinion through
online posts.
• People online meet with like-minded people on social media
and express opinions in response to various current events.
They share and like each others post.
• Social media platforms like Twitter have emerged as one key
battleground of public discourse and opinion, where people
from different backgrounds actively comment on current
events and public issues and strive to exert influence on
other users.
• Besides this, Social media has also emerged as one of the
huge platform for online news dissemination and thus it has
a significant role in the formation of on public opinion.
Video List # Social Media Does More Harm than Good?
(53) India Debates - Social Media Does More Harm Than Good? - YouTube
20.
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23. Media is one among the various factor which influences Public Opinion
24. Mass Media is significantly less influential than social environment [age, gender, family, work etc.] but still significant,
especially in affirming attitudes and opinions that are already established
According to this theory, even if the media has an effect on people's thoughts and opinions, that
effect is limited. This because we don't believe everything we read or see in the news. We usually
seek advice and interpretation from others.
Limited Media Effect Theory
