THE MEDIA ARE THE HERO OF TODAY?

The challenges what media outlet is facing today is enormous, what the mogul newspaper owner Rupert Murdoch challenged the media professional to look again on how to cope with this digital era to interconnect with our audience. Does our news organization really serves public needs or are simply an income-generating enterprise. The media industry, on the hand, point to the enormous economic pressures and the large number of media enterprise that have failed in recent years. They feel that moral demand that media critics are making are utterly utopian. The public is interested in light entertainment and sensationalism. For the industry the first moral obligation is to give the public what it wants and not to judge the motive of this public As Murdoch said in this era of internet “Today the newspaper is just a paper. Tomorrow, it can be a destination”. When we take for the example the falling circulation of newspaper and falling use of other media, especially news media and notably among young people. Has been a widespread concern among more reflective leaders in culture industry. The declining use of news media is parraled by falling participation in the political and cultural affairs of communities.