The media holds great importance in raising the cultural level of the people, enhancing their job performance, and helping them acquire social values internally. It also introduces the world to the civilization of its people and their perspectives on global issues externally. With the diversity and widespread reach of media, the functions it performs in society have also diversified. The media works to attract the public by directing them towards specific, planned orientations, and this direction is influenced by the public's cultural awareness and knowledge of various issues, ideas, and information. As for advertising, its importance lies in its direct connection to the commercial aspect, the laws of supply and demand, and maximizing profit, to the extent that it creates a global consumer cultural model. This, in turn, may threaten national cultures through the emergence of new behavioral and cultural patterns in society. Therefore, the capabilities made available by modern communication technology should be utilized in society to support the main functions of the media. Satellite communication technology has eliminated the elements of time and space, facilitating real-time communication between different parts of the world. It has also facilitated the transfer of data and information to achieve commercial goals, with effects on both developed and developing countries. Furthermore, it has increased the quantitative and qualitative development of media and cultural production tools, distribution networks for media and cultural content, and the creation of means for self-education and distance learning. These primary and supporting functions work to lead society to safety, development, progress, and growth. However, the movement must be in a positive direction, avoiding the negative aspects of these functions, which many researchers like Robert Merton have warned against, stating: (The media may intentionally transmit information and news that incite sedition within a state, spread hostility from a foreign or domestic power, create a climate of conflict or war, or may serve the purposes of a ruler or a specific group that dominates the media).

• Weight: 0.82 kg
• Dimensions: 17 × 24 cm
• ISBN: 978-9957-12-591-2