By Cassy van Eeden

Education and awareness

Abrar Mughal, contributor for The Daily Journalist, notes that one of the most important functions that the media fulfils in society is educating the masses, "about their rights, moral, social and religious obligations".

"We mostly rely on the mass media to get the current news and facts about what is important and what we should be aware of," he adds.

It is often argued that the media perpetuates negative and inaccurate stereotypes. That said, the media also plays an important role in encouraging audiences to think critically and to question what they have been told about a particular culture or ethnic group.

Nola Mokeyane, writer for Global Post, says, "Media outlets can offer a diverse display of cultural or ethnic groups, such as Asian, Latino and black Americans, that encourage [people] to think critically and question cultural stereotypes."

Writing for Buzzle, content producer Manali Oak, adds another interesting point to the debate about how media contributes to education: "Newspapers, apart from updating us with the latest news and new information, also contribute to the enhancement of our vocabulary."

There are also instances where the media encourages and fosters a culture of learning and curiosity. Mughal elaborates on this point using the example of a quiz show: "If there is a quiz show that is getting a lot of attention by the media and gains popularity among your friends and society, you will more likely want to actively participate and watch these quiz shows." Watching these quiz shows broadens the audience's general (or even specific) knowledge and promotes actively wanting to know more.

Awareness and accountability

Mokeyane notes that, "News outlets … provide [people] with an opportunity to develop a political stance."

We rely on the media to keep us up to date about issues that affect us, our work and our surroundings. But the media also sheds light on other important matters such as the actions of political figures or parties, which in turn helps us to make decisions about who to support and vote for. Without this knowledge, we could be endorsing something that we may not agree with, without even knowing.

Kenyan environmental and political activist, Wangari Maathai, raises the important point that, "media exposes ills in society and holds leaders accountable". It often said that the media plays a 'watchdog' role by keeping an eye on our leaders and holding them accountable for their actions.

Plea to the public

Because of its immediacy and far reach, the media is able to get people help when and where it is needed. "The speed that technology has achieved is helpful in times of crisis when media is to be used for reporting news needing immediate attention," says Mokeyane.

Oak explains that, "Exposure to news and information about events occurring around the world also allow[s] [people] to participate in charitable acts or consider other ways to engage in benevolent deeds."

What are your thoughts? Does media play a positive role in society? Let us know what you think in the comments below.