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The Influence of Mass Media on Public Opinion Formation in India
Subject area: Science,Engineering and Technology · Area of research: Mass Media
DOI: https://doi.org/10.64388/IREV9I8-1714099
Abstract
This paper examines how mass media in India influences public opinion across political, cultural, and social domains. Drawing on foundational theories such as agenda-setting, framing, and cultivation, the paper contextualizes these concepts within the Indian media landscape—characterized by linguistic diversity, rapid digital penetration, and political polarization. It explores both the empowering and detrimental effects of media in shaping democratic discourse, with case studies including general elections, communal narratives, and COVID-19 coverage.
References
[1] McCombs, M., & Shaw, D. (1972). The agenda-setting function of mass media. Public Opinion Quarterly.
[2] Gerbner, G. (1998). Cultivation analysis: An overview. Mass Communication and Society.
[3] Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication.
[4] Thussu, D. K. (2007). News as Entertainment: The Rise of Global Infotainment. Sage Publications.
[5] Udupa, S. (2015). Making News in Global India: Media, Publics, Politics. Cambridge University Press.
[6] Election Commission of India Reports (2014, 2019)
[7] Press Council of India Reports (2020–2022)
How to cite this paper
@article{1714099,
author = {Dr. Jamna Mishra, Nishi Sharma},
title = {The Influence of Mass Media on Public Opinion Formation in India},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {8},
pages = {320-321},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1714099.pdf},
abstract = {This paper examines how mass media in India influences public opinion across political, cultural, and social domains. Drawing on foundational theories such as agenda-setting, framing, and cultivation, the paper contextualizes these concepts within the Indian media landscape—characterized by linguistic diversity, rapid digital penetration, and political polarization. It explores both the empowering and detrimental effects of media in shaping democratic discourse, with case studies including general elections, communal narratives, and COVID-19 coverage.},
month = {February},
doi = {https://doi.org/10.64388/IREV9I8-1714099}
}