Power of media on the society is a topic to be questioned. Different theories are propounded that discusses the influence of media on the society.
One such is bullet theory; the theory says that the influence of media on the society is too impactful to trigger the society in a wrong or right way. It says that media becomes the mind of the masses of the society and runs it. Thus, need to be controlled by the government/ need self-regulation.
Another theory is individualistic theory which says that the influence of media is different on different individuals as per the content consumed.
The media content consumed by a sixty year old would be different than the media content consumed by a child. Thus, the two social group; old masses and the children of the society will be led by different media content thereby creating different individuals behaviours.
Another thought of opinion says that the impact of media on the society varies as per the individual’s education, gender, age and cultural preferences.
The impact of same news on different people is different depending upon their subjective perception, interpretation, education, culture, gender and age. Thus, the impact of media on different person is different.
I also have a point of view which is that media shouldn’t lead the society. This brings me to my ‘Think on your own theory’ which is coined by me. It says that every individual has its own thinking process; it should not be coloured by press media or any other form of mass communication.