• Dr.Saraswathamma.M

We are living in a world surrounded with numerous problems related to environment and society. The mass media do not simply mirror the world around .Mass media contains both news and entertainment is shaped, pounded, constrained, encouraged by a multitude of forces. Sometimes the reality presented by the media matches the world as you know it, and sometimes it is very different. Sometimes two media present similar versions of the same event, and sometimes the result is very different. The roots of social responsibility activism reach into a number of contemporary social movements, notably environmentalism, simple living, socially responsible investing and business, and progressive and green politics. Social responsibility activism may point to a larger shift in the culture of activism from the political to the cultural, from the collective to the individual. This paper explains the role of media in a democracy, describe the role of media in society and enumerate the positive and negative effects of media2

"THE SOCIAL RESPONSIBILITY OF MASS MEDIA AND LITERATURE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 10, page no.e691-e696, October-2021, Available :http://www.jetir.org/papers/JETIR2110499.pdf

"THE SOCIAL RESPONSIBILITY OF MASS MEDIA AND LITERATURE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 10, page no. ppe691-e696, October-2021, Available at : http://www.jetir.org/papers/JETIR2110499.pdf