 effects of media on society. This section mainly deals with the effects of media on the masses irrespective of who shapes the content. There are various models about the schedule pattern of media which are as follows. Like there is an important debate nowadays specifically that how media is affecting the society and there is a model which explains the effects of mass media on masses in a way that media injects its message into the audience with the force of hypodemic spring. Media injects the minds of the audience in a way that the media wants to inject people with the same influence. Here it is important that media will get his attitude and behavior, shape and design as wished and inculcated by the mass media. That people start thinking in the same way and start behaving in the same way as things are shown or promoted in the media. Then there is another perspective and another model that is the two step flow model is a model which defines this relationship as two step process such that media do not directly affect the masses rather it affect the opinion leaders first which then mold the public opinion. We have seen in the first model where media directly influence the opinions of the public. But the two step flow model plays a role in the media that it combines important opinion leaders and then through those opinion leaders. Public opinion is brought under influence by the people who want to listen to what they say or the people who have good influence on what they say. We also see that even in the Ramzan transmission we get information about the Ramzan through actors or the Ramzan program which is popular by those people. So this is also a tactic of the media that instead of directly under influence they get under influence by the selected people. Then uses and glorification model. Now there is a very important question that when we have to analyze the effects of mass media on masses and instead focuses on the question that how people mass people which media they want to see. Who they want to listen to. So now the media glorifies some elements. Those elements can be from any part of society. They can be your players, they can be your actors, they can be some leaders, they can be any selected segments of society through which people are convinced. We see it every year in every show that there is a specific advertisement of a product. If someone is playing a role in it, a promotion of a particular product, then people immediately buy that product and start using it. That is the effects of the media in society. They are increasing day by day and the media is trying to invent more and more strategies. They operate the model more and more and use it to sell their products to the market. Then the interpretive model, this model actually supplements the florist model of mass media and examines that the effects of mass media are not automatic and unwilling. Rather these effects also happen in certain ways and certain directions. That is, the way the media is taken, all of this is taken in the same way with planning and people also follow it. Then there is a cultural effect model in which definitely after the media is taken, it is considered more importantly, its analysis is that this short term manipulation is not done. In fact, sometimes long term planning is done in it. For example, there is a very important example of this, that a very big tobacco company that had cigarettes, when it was just a man's picture, then they didn't sell cigarettes that much. When a woman's picture was also included on it, then the business of that tobacco company was very much on the peak. But its long term impact was that the rest of the markets they started including females in their products, whether it was related to women or not. So the cultural effects they are everlasting and media does this effort with the planning end specifically with the long term planning.