Exploring the Role of Media in Shaping Public Opinion during Election Campaigns: A Normative Study

Abstract

This article traces the evolution of media from ancient civilizations to the digital age, highlighting key technological advancements and their impact on information dissemination. It explores the intricate relationship between media and the state, emphasizing the importance of a free and independent media in fostering democracy. The narrative delves into the diverse types of media, from traditional broadcast and print to the dynamic realm of digital and social media. Focusing on election campaigns, it elucidates the multifaceted role of media, including information dissemination, agenda setting, framing, and influencing public opinion through various channels. The text emphasizes the critical role of media in crisis management and how it shapes public perception during elections. Overall, it underscores the pivotal role of media in shaping societal discourse, informing citizens, and contributing to the democratic process.