The mass media certainly have great influence in shaping people’s ideas. A century ago, newspapers had most influence; then came radio, followed by television, possibly the most influential medium of the 20th century. Whether the influence of these media will continue in the age of the internet is debatable.
In some countries, where the media are directly controlled or supervised by governments, their influence is a political issue. A free press is a vital part of any genuine democracy. Events during the Arab spring have shown, however, how difficult it is for governments to control what people think through state-controlled TV, radio and newspapers. The fact that nowadays almost everyone has either a mobile phone or access to the internet, or both, was a key factor in the political upheavals in North Africa. Even in free societies the media play a role in influencing public opinion.
How great is this media influence? In an open society people are free to buy and read whatever newspaper they choose and to select whichever TV or radio station they prefer. So while media influence is considerable, we must remember that in open societies people are free to form their own opinions and ideas. Some information I get from the media I agree with and some not. I am free to form my own opinions and therefore, in a free, educated, society, media influence is limited.
Will media influence change with the spread of modern technology? In one sense, the traditional media and, say, the internet complement each other. TV, radio and newspapers can all be accessed through the internet, increasingly with the use of mobile devices. On the other hand, people seem to be accessing information they want or need directly through the internet rather than from traditional media. Further change is the only certainty.
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