"The media occupies a unique position within our society. A collective term encompassing such things as newspapers, magazines, radio and television stations, the media plays an integral part in the shaping of our culture, while being outside it; it exists as a cog in the system, and also as an observer outside the system. It encourages and criticises, reports and contorts, informs and influences."
Power and Influence
Because we live in a society where reputation is important, and credibility is a sought-after attribute, the individual is forced to maintain an external image that is acceptable to those around them. In everyday life, people surrounding the individual are family, friends and colleagues from a place of employment or study. However, there are some individuals that are in the public eye; there are some in important positions; some making important decisions, and of course companies and corporations conducting business. For this set of entities, reputation and credibility assume far greater importance, as to let either slip may well result a loss of popularity, loss of position or power, or loss of market share, or some other financial loss. This is where the media has obtained the power it now has.
It is the judgement that the media exercises that is the critical issue. In our Western-style society it is unusual to be free from material generated by the media. Whether it be watching television, reading a newspaper, listening to the radio, even reading electronic mail, one is subjected to an array of “input” from a variety of sources. The penetration into our lives by the media leaves most of us open to the influences and pressures that the media choose to exert. It is an unusual individual that can disassociate themselves and make a balanced decision free from media-based bias.

My reflection about what we saw in class is that I agree that media is a very powerful tool in society, and specially in youth society. In my circle of friends we communicate almost all day using social networks. Twitter, Facebook, Whatsapp, Blackberry Messenger, MySpace, etc are usual in almost all teenage lifes, we are all day connected to this pages and we form a lot of our opinions and get information by this social networks, that´s why it´s so important and at the same time is dangerous, whoever´s controlling this media networks can affect on our actions, opinions and interaction in life. Media nowadays in my opinion is one of the most powerful tools of the world.