The all-round progress that we have achieved in recent made our society more complex and dynamic times has most important as than ever before. One of the of this is reflected in the versatility of techniques used in communication and information exchange. The combination of these techniques and our imagination has world considerably thereby making interaction different societies simpler and faster Societies, on their part, have responded favourably to all such innovations and are, in fact, craving for more of them. The potential of innovation is such that it can push technology and development further, to the limits of possibility. Societies themselves have developed as a result of the spread of ideas and knowledge, made possible by such innovations which made its start The information revolution with Gutenberg's in the middle of the fifteenth century, and technology, into the era of satellite communications the of has now computer The first step in through the the communication was made in media, which, until the beginning of forefront of mass communication as about twentieth century. Newspapers only publish their own forms of the print people develop fact current events, but also help from the eat thoughts and opinions print media is evident The social scene that the behaviour and on the drastically with their arrival
and upheavals that place in and patronage took century can be attributed to the popularity the print media provided them. As a journalist which used the newspaper to popularise his views, later years affected the lives of almost half the world's population. Furthermore, by enabling the international community to hear the voice of the oppressed and the deprived, the print media has played an important role in wiping off colonialism from the face of the earth. It will be interesting to speculate how Gandhiji would have managed to achieve the success and popularity he did, if the print media had not played an encouraging role in India's freedom struggle Matching the print media in versatility and the power influence public opinion is the audio-visual media symbolised by Though compared to the print media, the electronic media is a new entrant in the field of communication, its potential for growth far exceeds that of the print media. Owing to its special characteristics, the electronic media is able to access larger sections of society, including the illiterate, than the print media. Moreover, the personalised approach of the audio media makes them more attractive and popular than visual the print media. The prospects of future growth are also brighter in the case of audio-visual media, because, whereas the popularity of the print media is dependent oh the literacy of the population, the electronic media can access the entire population, irrespective of its literary level or calibre to spread information and to provide entertainment, the audio-visual media is also a powerful tool in educating the people. Countrywide classrooms, while being an efficient way to reach scattered and isolated populations, is also a cheap and relatively trouble-free means of education. But just as all media have the ability to meet the cultural, educational, social and political needs of society, so they have the potential to create mischief in it. As people depend on the media to judge events and to frame personal opinion it is easy for anyone, capable of manipulating the media, to mislead the public. Misinformation is one of the worst banes