1. INTRODUCTION We can know that the media is a way everything you read, hear and watch online.

The media refers to various means of communication. For example, television, radiobillboards, direct mail, telephone, fax, internet and the newspaper are different types of media.

In the past years, the media websites have become widespread, giving young people a new way to interact with each other and communicate with the world. The media's rise to prominence has experienced some very serious growing pains. Companies like Facebook, Skype, Instgram, and Twitter have struggled to balance an inviting interactive environment with the ultimate pursuit of profits. Due to these sites of the web, our expectations have changed society.

We not only that read news and propaganda through newspapers, posters, commercials, and even billboards; free speech is written and even texted on the internet all over the world. The main focus is popular the media sites have manifested free speech such as Facebook, Skype, Twitter, Instgram and Link. The coming of the social networking epoch has brought forth the limitless access to free speech in our social environment.

2. BACKGROUND The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This was the first time when a form of media was "broadcast" to a wider audience. The first dated printed book known is the "Diamond Sutra", printed in China in 868 AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literacy to the masses in China, and the relatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about 1400. Although these were produced in huge numbers, very few early examples

survive, and even most known to be printed before about 1600 have not survived. The term "mass media" was coined with the creation of print media, which is notable for being the first example of mass media, as we use the term today. This form of media started in Europe in the Middle Ages. Johannes Gutenberg's invention of the printing press allowed the mass production of books to sweep the nation. He printed the first book on a printing press with movable type in 1453. The Gutenberg Bible, one of the books he published, was translated into many different languages and printed throughout the continent. The invention of the printing press in the late 15th century gave rise to some of the first forms of mass communication, by enabling the publication of books and newspapers on a scale much larger than was previously possible. The invention also transformed the way the world received printed materials, although books remained too expensive really to be called a mass-medium for at least a century after that. Newspapers developed from about 1612, with the first example in English in 1620; but they took until the 19th century to reach a mass-audience directly. The first high-circulation newspapers arose in London in the early 1800s, such as the Times, and were made possible by the invention of high-speed rotary steam printing presses, and railroads which allowed large-scale distribution over wide geographical areas. The increase in circulation, however, led to a decline in feedback and interactivity from the readership, making newspapers a more one-way medium.

The media began to be used in the 1920s. The concept of media was generally restricted to print media up until the post-Second World War, it were introduced radio, television and video. The audio-visual facilities became very popular, because they provided both information and entertainment, because the color and sound engaged the viewers/listeners and because it was easier for the general public to passively watch TV or listen to the radio than to actively read. In recent epoch, the Internet becomes the latest and most popular media. Information has become readily available through websites, and easily accessible through search engines. One can do many activities at the same time, such as playing games, listening to music, and social networking, irrespective of location. Whilst other forms of media are restricted in the type of information they can offer, the internet comprises a large percentage of the sum of human knowledge through such things as Google Books. Modern day mass media consists of the internet, mobile phones, blogs and podcasts.
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During the 20th century, the growth of mass media was driven by technology, including that which allowed much duplication of material. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at low prices to huge audiences. Radio and television allowed the electronic duplication of information for the first time. Mass media had the economics of linear replication: a single work could make money such as Riel and Neil's theory. Proportional to the number of copies sold, and as volumes went up, unit costs went down, increasing profit margins further. Vast fortunes were to be made in mass media. In a democratic society, the media can serve the electorate about issues regarding government and corporate entities with media influence. Some consider the concentration of media ownership to be a threat to democracy.

3. DISCUSSION Implications Media Has on Society Today Every coin has two sides. There are both positives and negatives of one single given notion. The media is known as the fourth pillar of democracy, it has a huge impact on the society. The effects are of course that positive as well as negative. Media is such a powerful tool that it literally governs the direction of our society today. It is the airscrew as well as the direction provider of the society. Opinions can change overnight and celebrities can become infamous with just one wave by the media. Read how media affects the society today by reading its effects.

3.1 Social Media Channel with Communication The positive aspect of it is that information on the latest happenings reaches people in just a matter of minutes. So media make it easy for people to communicate. The vision of media reaches even the remotest corners of the country and makes sure that everyone is aware of what is going on in the country. The easy and swift availability of any given information makes media

one of the most reliable sources for forming public opinion. It bridges the gap between the leaders and the masses by becoming their channel of communication. Nowadays people communicate almost completely through wireless medium of communications such as mobile phone, fax machines, internet and so on.

It brings into open the innumerable achievements that are going on in the country. Media gives ordinary people the power to reach out to the society as a whole. It can make heroes out of ordinary men. The media acts as a deterrent on corrupt practices and keeps a check on the working of the government. Media has significantly promoted social causes like literacy, health management, anti-dowry practices, discouraging female feticide, AIDS awareness and so on.

The negative aspect of it is that media can adversely affect the thinking capability of individuals and instill negative or destructive thinking patterns in the society as a whole. As already said before, media has the power to form and alter opinions. This means media can portray an ordinary thing so negatively that it may force people to think or act in quite the opposite way. Media glorifies violence and contains graphic descriptions or images. When viewed by the vulnerable portion of the society, i.e., the children, it can have grave effects on their upcoming and thinking patterns.

3.2 Social Media Impacts Education The negative aspect of it is that many students rely on the accessibility of information on social media specifically and the web in general to provide answers. That means a reduced focus on learning and retaining information. Their ability to concentrate on the task at hand is significantly reduced by the distractions that are brought about by YouTube, Instagram, Facebook or Twitter. The more time students spend on social sites, the less time they spend socializing in person. Because of the lack of body signals and other nonverbal cues, like tone and

inflection, social networking sites are not an adequate replacement for face-to-face communication. Students who spend a great deal of time on social networking are less able to effectively communicate in person. The popularity of social media, and the speed at which information is published, has created a lax attitude towards proper spelling and grammar. The student is reduces ability to effectively write without relying on a computers spell check feature. The degree to which private information is available online and the anonymity the internet seems to provide has made students forget the need to filter the information they post. Many colleges and potential employers investigate an applicants social networking profiles before granting acceptance or interviews.

The positive aspect of it is that social networking teaches students skills they will need to survive in the business world. Being able to create and maintain connections to many people in many industries is an integral part of developing a career or building a business. Besides that, social networking has increased the rate and quality of collaboration for students. They are better able to communicate meeting times or share information quickly, which can increase productivity and help them learn how to work well in groups. By spending so much time working with new technologies, students develop more familiarity with computers and other electronic devices. With the increased focus on technology in education and business, this will help students build skills that will aid them throughout their lives. Not only that, the ease with which a student can customize their profile makes them more aware of basic aspects of design and layout that are not often taught in schools. Building resumes and personal websites, which are increasingly used as online portfolios, benefit greatly from the skills obtained by customizing the layout and designs of social networking profiles. The ease and speed with which users can upload pictures, videos or stories has resulted in a greater amount of sharing of creative works. Being able to get instant feedback from friends and family on their creative outlets helps students refine and develop their artistic abilities and can provide much needed confidence or help them decide what career path they may want to pursue.

3.3 Social Networking Media Effects The positive aspect of it is that media is better information and knowledge access people who have a childhood and teenager life minus the internet are faced with the difficulty of getting access to important information and knowledge they need for education. But with the birth of the internet, every single bit of information or knowledge a child or teen needs to learn is compiled in a very large library called the World Wide Web. With social networking, research is a thousand times easier and getting the information you want may be done in minutes. It is quite usual to think that children and teens are not that enthusiastic to knowing issues that shape the world. Politics, social problems, population, health, and the economy are things that the younger populace lacks interest in. But because of social networking, they have no choice but to face the worlds problems and share their opinions.

The negative aspect of it is that we all know that social networking is a product of technology and technology brings new kinds of crime. While many people use it for wholesome, ethical, and healthy reasons, there are also many who utilize it to abuse and utilize others, particularly children and teens. The convenience brought by the web has led criminals to understand that carrying out their trade is much easier and less risky online. Besides that, the use of fake identities is one advantage these people have in order to be more confident in exploiting and abusing children. The impact of social media and social networking sites on the behavior of children and teens is very disturbing. We are not saying that social media is bad in and of itself. The misuse of such technology is what makes it bad. For example, there is the tendency to conform to what is popular without considering whether it is right or wrong as often seen in cases of cyber bullying. It's much easier for young people to verbally abuse each other online than it is face to face. In actuality, there are more consequences that we have to face as parents when it comes to social media and networking issues. We have to understand that even though that there is no stopping our children from using them, it is possible to maintain control.

3.4 Friends and Relations Social networks started as a place to connect with your friends in an easy and convenient way. Besides that, many of you might have found your old pals from school or college who were out of touch due to one reason or other, I have social networks for this. Social networks has provided us the opportunity to connect with people and build better relationships with friends with whom we are unable to meet personally, and let them know about our life and take input about their lives and events happening with them.

Social media has reduced the level of human interaction. Because of social networks the interaction with other people has become effortless and people have isolated their lives behind their online identities. Not only that, face to face communication and meetings has been reduced and many of us have lost the flavor and charm to be together under one roof.

3.5 Social Media Impacts Our Life Media is free and not difficult to setup. It is a much cheaper marketing tool that traditional advertising media. New business contacts can be obtained for networking purposes. Not only hat, Employers use social media sites to search for upcoming candidates. You also can drive target traffic to your website. It brings out the human being behind the online business and helps build personal credibility. Media would help to build your brand awareness. Besides that, social media can be a great way to gather info about your clients and learn what their needs are. It is possible to find and subsequently join groups with similar interests and dislikes. Through Social Media you can find old friends seeing that most of them will be a member of some or other social networking website. Social media is perfect for customer interaction, customer feedback, and customer support. Other advantages of social media include relationship management, product development, reputation management, and community building.

Media can be time consuming, it also can have an influence on worker productivity. Employees may waste valuable time on social media sites. Media be effective, you have to be consistent. Media is very easy to fake your identity and be an online scam personality. It can be risky to share too much of your personal info online. Due to the fact that social media establishes long distance relationships with people you will never meet, some of the intimacy between these relationships gets lost. There exists a real possibility of being stalked, either online or offline. This can be extremely aggravating. People or organizations met through social media networking are called Friends. Can they really be called that?

4. CONCLUSION In conclusion, the media is everywhere. We especially know this because when we go downtown, or drive on the highway; we are bombarded with mass billboards promoting the newest style or trend. However, we crave this information, and buy into whatever means appeals to us most. Once we have carefully selected which advertisements are most attractive, we then begin the process of replicating the images.

The media allows access to incredible amounts of information and continues to become very integral to the lives of many people. The media is why as the world becomes more globalized, it is more necessary than ever to pay attention to the media itself.

5. REFERENCES Nick Pernisco, SJMLE Editor (2010) , Social Media Impact and Implication On society, Issue 1, Volume 1. http://www.helium.com/items/573945-the-effects-of-media-on-american-society (3September2007) http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html http://edudemic.com/2011/07/social-media-education/ (11July2011) http://www.business2community.com/social-media/negative-effects-of-socialnetworking-sites-for-students-0311887 (21October2012)

http://www.helium.com/items/573945-the-effects-of-media-on-american-society (3September2007)

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6. APPENDICES

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