Attitude towards Mass Media and its role in promoting

Communication remains the most fundamental element of society and its progress. Therefore, the modern epoch of information technology also known as the era of ‘satellite communication’ necessitates mass media as part and parcel of human existence, experience, and endeavor. Through communication, members of a society share their experiences and knowledge, understand each other, and generate collective wisdom. The ever-expanding network of communication has overcome great distances and formidable boundaries. It has enabled the most essential and basic trait of human communication to thrive and flourish more splendidly. Today, various types of mass media enable people all over the world to interact and learn from each other at a tremendous pace. Communication, with the help of mass media, not only brings people but also communities together, thus contracting the globe into a village (McLuhan, 1964). The frontier between mass media, individual and cultural transition has been the subject of investigation for many social scholars since the dawn of the ‘information and communication age’ (Lerner, 1958; Hagen, 1962; Schramm, 1964, Rogers & Shoemaker, 1971; Rogers, 1986; Alahari, 1997; McDonald, 2000). As mass media becomes an integral part of human societies, it, undoubtedly, brings varying