Authors: Dr. Neha Pandey, Dr. Abhishek Pratap Singh
Abstract: Dr. Neha Pandey, Media plays a crucial role in the field of communication. There are so many types of media and its channels for storing, transmitting, or delivering information, primarily categorized into print, broadcast, digital, and outdoor formats. These are newspapers, television, social media, and billboards etc. The prominent functions of media are to inform, educate, entertain, persuade, and socialize audiences. Media serves as a crucial channel for surveillance of the environment, interpreting events, linking various components of society and transmitting cultural values. It also acts as a public forum for debate and a watchdog of institutions. We know that media plays significant role in the process of communication as well as a powerful architect of cultural narratives. Media exist a dual, reciprocal role in shaping and reflecting society, acting as both a mirror of existing cultural norms and a sculptor of new ones. The selecting, framing, and repeating narratives, media influences public perception, constructs collective memory, and can either reinforce social cohesion or perpetuate dominant cultural stereotypes. Modern media is rapidly converging, blending traditional methods with digital technology. Digital platforms (social media, online news) have democratized content creation, allowing for more diverse voices but also facilitating the rapid spread of misinformation. Modern media uses visual and interactive content to immerse audiences in specific cultural experiences and narratives, transforming how cultural heritage is consumed and understood. Media, particularly digital platform, allows women to bypass traditional "gatekeepers" and share authentic, first-person stories. Nowadays AI in modern media and communication acts as a transformative force, automating routine production, hyper-personalizing content, and enabling real-time data analysis. It assists in drafting, editing, and translating content, enhances audience engagement through targeted recommendations, and drives efficiency in journalism, marketing, and PR. The following measures announced in the budget will help strengthen India's AI ecosystem: ₹1,000 crore for the India AI Mission (FY26–27) to continue support for domestic AI R&D and compute infrastructure. This is down from ₹2,000 crore in 2025, likely due to the underutilization of previously allotted funds. AI integration in education faces significant barriers for students and teachers, primarily driven by a lack of training, ethical/privacy concerns, high costs, and potential for reduced critical thinking. Key obstacles include, for teachers, a lack of AI confidence/skills and, for students, over-reliance on tools that can diminish critical thinking and human interaction.
DOI: https://doi.org/10.5281/zenodo.19510943
