The Influence of Mass Media on Public Opinion Formation in India

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.