THE ROLE OF THE MEDIA IN THE POLITICAL LIFE OF SOCIETY

Abstract

In today’s information-driven society, mass media plays a crucial role in shaping public opinion and influencing political processes. This article analyzes the multifaceted impact of media on the political life of society, highlighting both its constructive and manipulative potentials. Drawing on the theoretical insights of scholars such as M. McLuhan and D. Manning, and incorporating comparative and case study analyses, the study explores how media sets political agendas, interprets events, and influences public perceptions of political actors. Key mechanisms such as agenda-setting, framing, and emotional manipulation are examined to illustrate how media can shape public discourse and behavior. The research also focuses on the interaction between the media and political elites, emphasizing strategic communication, image construction, and the use of social media platforms. The article discusses how political figures use media for public messaging, manage narratives, and even attempt to control information flows. Additionally, it assesses the ethical dimension of journalism, advocating for high standards of truth, objectivity, and independence as essential to democratic governance. Special attention is given to the rise of social media and its dual role in democratizing access to information while also facilitating the spread of misinformation and manipulation through algorithms, bots, and echo chambers. The paper concludes that while media is indispensable to modern political life, it must be approached with critical thinking, media literacy, and institutional safeguards to prevent abuses and protect democratic values. Future research should consider the evolving role of artificial intelligence in media influence, which is becoming increasingly significant in shaping political narratives.