The Kabul times, Afghanistan Trustable News Agency.
Articles

Role of media in shaping public opinion

Media serves as intricate entities and vital social institutions that interact extensively with diverse organizational, economic, social, political, and societal aspects, engaging with audiences on a broad scale. Almost inseparable from everyday life, media companions compel us to adjust our social habits considering their presence. On the other hand, media acts as valuable and diverse resources that assist us in facing social situations and individual challenges. Media plays a significant role in reinforcing strengths and sometimes weakening the fundamental foundations of society. The present era is referred to as the age of communication dominance. Undoubtedly, communication media shoulders the most substantial mission of disseminating information on global issues. Today, media, with its expansion beyond geographical, cultural, and political boundaries, has influenced contemporary human identity to the extent that it can be labeled as media identity With the rise of new communication tools, they are utilized in various aspects of human life. Media not only contributes significantly to strengthening and reinforcing societal aspects but can also be influential in undermining the fundamental pillars of society. Given the diverse functions of media, such as raising awareness, providing information, creating social cohesion, overseeing the functioning of power structures, and facilitating public participation and collective supervision in the social system, they can occupy a significant place in the formation, evolution, and institutionalization of the fundamental elements of the political structure of society. News media, as one of the essential institutions of society, plays a determining role in shaping our perspective on political and social realities, influencing beliefs and opinions, and serving as a bridge between society and organizations or people with people. The key feature of media is their ubiquity. Unlike schools and other institutions of human life, media is pervasive. They can form a classroom without walls with billions of listeners. Media are responsible for safeguarding the environment; they must create cohesion among society’s components, take responsibility for transmitting social heritage from one generation to another, and both strengthen and produce dynamism and vitality, as well as indolence and lethargy. They naturally lead to the emergence of internal behavioral contradictions on an individual and societal scale. News media, more than a simple mechanism for disseminating information, reflects, reinforces, and sometimes silences thoughts and news. Today, news is no longer confined to households through news media; it can reach everyone in a moment, taking control of time and place and transcending social, political, and national boundaries. It seems that public opinion has entrusted its fate to the media. Henceforth, these media reflect, reinforce, and sometimes silence thoughts and news. Thus, with the expansion of news media, the psychological-societal phenomena related to public opinion gain more significance and attract more attention from researchers. When the media of a nation and a country is no longer active, in reality, the people of that country are not alive, and before the arrival of death, they have joined the ranks of the dead. A nation with no media is inevitably ignorant and unaware of its fate or future and the changes going on in its country. The media has played a classical role in governments and administrations since ancient times and has been used to awaken nations. However, in recent times, it has taken on a contemporary and modern form and has played an even more significant role in enlightening nations. The media in Afghanistan also emerged through the efforts made by prominent scholars and intellectuals of the country, and the conscientious offspring and scientists of this land endeavored to revive it.

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The Kabul times, Afghanistan Trustable News Agency.