Media play an important role in increasing of public awareness and collect the views, information and attitudes toward certain issue. Media is the most powerful tool of communication in emerging world and increased the awareness and presents the real stage of society. In this decade of Knowledge and awareness there is a huge and grand role of media, it is all around us when we watch on Television, listen to on the radio, read to the books, magazines, and newspapers, every where we want to collect some knowledge and information and a part of this media has to present a very responsible role for our society. Without the media, people in societies would be isolated, not only from the rest of the world, but also for the total formation of creditable world.
Comments Why should development organisations care about social media? At BBC Media Action, we take our content to people wherever they are, be that a refugee reception centre in Lebanona homestead in rural Ethiopia or their Facebook feed.
Our work as a media organisation makes the biggest difference when we succeed in getting people talking, whether face-to-face or across virtual networks. Social media enables such discussion, broadening it beyond geographically defined communities and existing editorial agendas, and at a scale hitherto unimaginable.
As a development organisation that predominantly produces mass media outputs, social platforms allow us to see how people respond to our content and debate the issues we raise in our programmes.
Nonetheless, its role and influence within the information ecosystems we work in will only grow and its ability to support positive development outcomes demands exploration. Facilitating discussion, inspiring action and enabling engagement Perhaps the most obvious advantage social media brings to the table is its potential to rival mainstream media in giving voice to people on their own terms.
It can grant visibility to their experiences, provide a venue for discussion and offer a platform for direct participation, even enabling people to speak directly to the powerful.
And because of its built-in multiplier effect, social media can vastly speed up the diffusion of information, ideas, practices, values and social norms that support positive change. Our experience shows that it can be used to cut across existing societal divisions and expose fabrications and hearsay.
Libya, for example, is the home of our first Facebook-only serviceEl Kul For Everyone which strives to bring people impartial and trusted information in an environment where journalism is highly polarised and politically motivated.
When working to end Ebola in Sierra Leone, we used WhatsApp to identify what rumours were circulating, allowing us to quickly address them in radio shows broadcast across the country.
Social media can also serve as a tool for organising and taking action.
This is critical for achieving what many see as its most transformative potential: But what does the evidence say? Yet despite the optimism about what social media can achieve, evidence appears limited — and sometimes contradictory.
The most intensive scrutiny of the relationship between social media and politics is found in analysis of the Arab uprisings. Social media was instrumental to the uprisings because it provided a means to transform individualised, localised and community-specific dissent into a collective consciousness and shared opportunity for action.
As one Egyptian protestor put it at the time: A US Institute of Peace report further argues that sharing videos relating to regime violence and electoral fraud appear to have contributed to new norms against such behaviour.
However, social media may be less effective in representing the interests of ordinary people on a sustained basis.
Mbabazi actually announced his candidacy on YouTube and held a 3-hour online press conference at his home, running under the hashtag AskAmama.
However, throughout the campaign, online analyses of policy positions and political objectives were mostly overshadowed by discussions about rumours, allegations of misconduct, personal attacks and which candidate pulled the bigger crowds.
In The Net DelusionEvgeny Morozov issues even harsher warnings about the way in which some regimes use social networks to spread propaganda and suppress nascent democratic movements. What we do know for certain is that social media is here to stay.It’s true that many of our most important audiences in the Global South are yet to gain access to social media.
Nonetheless, its role and influence within the information ecosystems we work in.
The correlation between social-media use and election-campaign participation “seems weak based on the set of studies analyzed,” while the relationship with civic engagement is generally stronger. The Role and Influence of Mass Media Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience.
This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.
Social Media, Interactivity and Participation. while others say media and cultural producers have an important public role to play in challenging audiences and exposing them to alternative ways of life and points of view. How does Nate Silver’s coverage contribute to democratic debate and participation?.
“[O]nly 2 percent of people sought election news from Twitter, 3 percent from YouTube and 6 percent from Facebook.” On the other hand, other research found that social media would still play an important part in determining election results, with almost 40% of voters using information on social media to help determine their voting decision.
Campaign Social media to play bigger role was that Facebook co-sponsored the event with Fox News. The social network’s high-profile participation spotlights a .