THE ROLE OF MEDIA IN SHAPING PUBLIC OPINION

Abstract

Media plays a pivotal role in shaping public opinion by framing political issues, influencing perceptions, and setting the public agenda. This article examines how traditional and digital media platforms affect the formation and transformation of public attitudes in democratic societies. It explores theories such as agenda-setting, framing, and priming to explain media influence. The article also analyzes the impact of social media on polarization, misinformation, and echo chambers, assessing both the empowering and distorting effects of media in the digital age. Through a review of empirical studies, the article highlights the complex relationship between media consumption and public opinion formation, emphasizing implications for democratic discourse and policy-making