The Mass Media as we all know are the means of communicating to a  large number of people with a common message.  It is often said that the world has become a global village. It is the media that has shrunk the world into the village.  Telecommunication, television, radio and computers have reduced distances and brought  countries of the world closer to each other.
When information is communicated to a mass audience by different means, we term it mass media of communication which includes both electronic and print media.  The electronic media are radio, television, e-resources etc, while print media refers to newspapers, books, journals and magazines.
The media in today’s world, like every coin, have two sides with both positive and negative implications as far as society is concerned.  One thing that should be kept in mind however is that it depends upon the society to reap the negative and positive outcome from it.
The media help us to evaluate important burning issues and create awareness of current events.  The society we live in is saturated with media.  The effect that the media has on society  also affects education in a very big way.
The media have helped in the diffusion of education to the masses by spreading ideas and establishing common interest that help to spread enlightened culture. The media play a significant role in moulding public  opinion.  They increase social awareness, encourage active participation of the individual to discharge his duties and obligations, raise his standard of thinking and behaviour.
The mass media are a powerful means of public education.  They have helped in eradicating illiteracy, increasing mass awareness on various social issues, equalizing educational opportunities and promoting secular and egalitarian society. They have improved not only the quality of education but also cater for a larger section of the population.  Thus, the contributions are both qualitative as well as quantitative.
The media contribute to the constructive use of our leisure time, which would otherwise have been wasted.  They help develop new found interest and appreciation on a wide variety of subjects and also foster creative ability.  They do broaden the outlook of people with regard to religion and culture as they enlighten the audience on information, helping to remove superstitions, taboos and prejudices.
The media are becoming increasingly important in the life of adults as well as children.  We acquire a great deal of information from the different forms of media such as newspapers, films and documentaries, journals, radio, motion- pictures and lot more.
Mass Media cover a plethora of information that is accessible to all the different corners of the world. They can make a person more aware of what is happening on a social, national and global level, or  can warp one’s perspective of the truth.  The media have the capacity to ruin society by encouraging false ideals, praising selfishness and making the possession of fame.
The mass media have also helped in informing and impacting knowledge to the masses.  They educate them on health matters, teach students and teenagers sex education especially on the dangers of pre-marital sex.
The media are also tools for the transfer of information, concepts and ideas to both general and specific audiences.  They are important tools in advancing public health goals. They are capable of facilitating short, intermediate and long term effects on audience.  Short term objectives are based on exposing audience to health concepts, creating awareness and knowledge.  Intermediate objectives include all the above, as well as changes in attitudes, behaviours and perceptions of social norms. Long term objectives incorporate all the afore mentioned tasks, in addition to focused restructuring of perceived social norms and maintenance of behavourial change.
The media perform three key functions in Nigeria to wit:-educating, shaping public opinion and advocating for a particular policy or point of view.
As educational aid, the media not only impact knowledge, but can be part of larger efforts (e.g. social marketing) to promote actions having social utility.
As public relation tools, the media assist organisations in achieving credibility and respect.
The media also assist leaders in setting a policy agenda, shaping debates on controversial issues and gaining support for particular issue.
The media also help in stimulating political transparency. Without the mass media, openness and accountability are impossible in contemporary democracies.
Nevertheless, the mass media can hinder political transparency as well as help it.  Politicians and political operatives can simulate the political virtues of transparency through rhetorical and media manipulation.  Television tends to convert coverage of law and politics into forms of entertainment for mass consumption.
Mass Media can make the political system more “transparent” in all three respects.  They can help people understand the operations of government, participate in political decisions and hold government officials accountable to the people.
The media help in the modification of attitudes, inculcation of desirable values and acquaintance with cultural heritage. They act as  agency of social change, and reinforcing group dynamics and interpersonal communication.  They make instructions concrete, stimulate interest and excite curiosity in things.
The media can also provide opportunity for student participation in  various programmes such as quiz competitions, travel talks, plays, stories, development of lessons.
The mass media is thus universal and suitable for everyone.
Martins writes from Port Harcourt.

Owajiokiban Martins