“कोवळे दिवस"-व्यंकटेश माडगूळकर, एक अस्वस्थ अनुभव

Food, cloth ,shelter were the essential things for human to survive but the  evolution of media over the years made men salves of  mass communication to the extent that many if asked  not to watch news , read paper or listen to radio or not to use social media can feel exile .The concept of connecting to others is became more dominant after emergence of social media. social media gave people power to connect with anyone from anywhere from anyplace what is need is just internet connection and availability of that person on the same social network. This social networking sites play significant role in democracy they give platform to many people who want to say something to the world but they cannot come in main stream mass media in this way many got connected addicted to these social networks are became media centric. In this way Media became virtual public sphere where due to peer pressure more people came and engaged themselves in virtual communication activity.

In mass media due to globalization and liberalization number of mediums delivering message to audience increased, Mediums mould themselves according to advertisers and audience and came closer to them. After this process audience chose mediums which support their social , political , religious beliefs and give them enough matter to strengthen audience belief and perspective of life .Mediums are not only remain message delivering platforms they became friend , philosopher, guide and a thing without which they can’t socially survive .This maybe set agenda of mediums o go closer to their audience in which most of them are survived and rest who didn’t they are thrown out.