ROLE OF MASS MEDIA:
Cinema has been a traditional area of entertainment and learning. In a subtle way it influences public opinion. It is the most effective mass media.
The electronic revolution has penetrated every part of he country, every locality and household. Radio, TV and VCR have established a wider communication channel for dissemination of news, information, views, advertisements and entertainments.
The audio-visual methods, which they employ, can influence even the illiterates. In home, in office, in market and street corners the media's presence have altered the entire pattern of communication and of social life.
Electronic media plays direct and indirect part in projecting and building public opinion, by increasing the level of information, expanding awareness and making available many points of views and approaches.
The Press - news papers, magazines, journals etc arecalled print media, which today stand most powerful single agency moulding, influencing and disseminating public opinion. A printed word acquires greater sanctity, appeal and legitimacy in human consciousness then a spoken word.
Newspapers with their daily dissemination of news, facts and information together with editorial comments, view of analyst and experts, and leaders provide the daily diet for the formation of public opinion.