Media plays a vital role in the upliftment of the rural masses. It widens mental horizons for better perception of information that help the people to be update on the information super-highway, transporting people to a modern society.

MEDIA PLAYS a very vital role in the development of social life. It enhances or widens the horizons of people. Mass media add to the knowledge levels of the masses. It helps elevate intellectual level to new heights.

 
It is synonymous with a liberating force because they can break the bonds of distance and isolation. It transports people from a traditional society to the advanced or modern society i.e. also known as great society because it has the availability of all those means and instruments, which are required for receiving information first hand.
 

This feature help the masses of a nation develop the quality of empathy. High empathetic capacity is the personal style of West. In India most people are apathetic towards the need of others. A non-traditional society is urban, highly literate, industrial and participant.
 
A traditional society is predominantly rural, partially illiterate, agriculture based and non-participant. It develops people by kinship into communities that are isolated from one other and from a centre. It also means that there is no urban-rural division of labor in this society and that is lacks the bonds of interdependence.
 
The horizons of people are limited because their decisions involve other known people in known situations. On the contrary, in a modern society, the operations are done through consensus individuals, who make personal decisions on public issue. These must occur quite frequently with others to arrive at rational society-friendly decision.