A STUDY OF THE ROLE OF THE MEDIA IN PROMOTING AND POPULARIZING COMMON GOOD

Abstract

The notion of common good does not just happen. Establishing and maintaining it is the responsibility of everyone. Maintaining the social conditions from which we all benefit requires the cooperative efforts of all citizens. These efforts pay off with the media assuming a frontline responsibility to promote the awareness and shared understanding of common good as well as emphasizing that most social problems grow out of widespread pursuit of individual interest. The study recognizes the fact that we face in the society a choice between where people accept modest sacrifice for common good and a more contentious society where individuals selfishly protect their own benefits. This is where the media come handy as a mechanism to promote and popularize common good. The study reveals that the media being a formidable instrument for social change also serves as the forum in which consideration and promotion of issues of common good take place. Also emerging from the study is the fact the media communicates messages useful in promoting the interdependence of modern society as people now come together to contribute effectively to common good because they have been duly informed and enlightened. The study recommends that the obstacles hampering media operations be removed so that more and more people would use it increasingly for the good of the society, to achieve collective interest and promote the welfare of all persons.