THE ROLE OF MASS MEDIA IN SHAPING PUBLIC OPINION

Abstract

Mass media plays a vital role in shaping public opinion by delivering information, framing issues, and constructing social realities. In the era of globalization, media is not merely an information channel but also a powerful institution that acts as a gatekeeper, mirror of society, and platform for civic dialogue. In Indonesia, the development of mass media has contributed to education, health, economy, and democratic awareness. However, biased or exaggerated reporting often distorts perceptions and may trigger social tensions. This study employs library research with a qualitative-descriptive approach, drawing on books, journal articles, and digital sources. Through documentary content analysis, the study explores how media influences public opinion both positively and negatively. The findings reveal that mass media strengthens democracy, civic participation, and access to information, yet also has the potential to manipulate perceptions. Therefore, ethical journalism, regulatory frameworks, and media literacy are crucial to ensure media supports informed and democratic societies.