Introduction The use of media has been on the rise over the last couple of years. Technology has been one of the main factors that have led to increased media usage (O’Shaughnessy and Stadler, 2002). The term media generally refers to the modern means of communication. Media systems could be radios, TVs, magazines, the internet, and mobile phones among others. Media is changing fast owing to technological advancements. This has led to changes in the definition of the term media. However, the bottom line is that the media helps to reach a wide audience and that it mostly uses electronic devices or any other technological device. Media links the person sending the message to the person receiving that message. It is important to note that media today has also become a source of knowledge, as well as entertainment source for many people. Politicians want to communicate to as many people as they can, especially when they are seeking for elective positions. It is difficult to go around a whole nation seeking for votes. Therefore, media is the most effective method that politicians can use to reach a large number of people (McNair, 2004). Media and politics usually go hand in hand. Politics will always require media. The media has the ability to expose politicians to a large audience, and this is crucial in winning elections. Similarly, when politicians want to pass a given message to the public, the most efficient way is through the media. Very many people listen to radio, watch TV and read newspapers, thus most people are able to get the messages. Politicians call for news conferences to pass their messages to the public. Despite the fact that the media has been helpful to both the politicians and the crowds, there have been debates over the negative impacts of media. This has accelerated as the development of digital media continues to advance with increased technology (McNair, 2004). This essay focuses on the increased arguments for strong media effects as digital media continues to rise. Historical situation Media has a long history that dates back to as early as the 16 th century. It was during this time that the Gutenberg printing press produced information in books and newspapers. The press company distributed the publications to many people, making information widely available. This advanced in the 18 th century when new technologies started evolving. With industrial revolution, there was the development of technology in all sectors, including in communication media. New methods of printing were established to enable mass distribution of information. At the same time, information could be spread faster and more efficiently. This was facilitated by the increased population in urban centres and increased complexities in the lives of people. As the societies became more complicated, the need for more advanced means of communication increased. Industrial revolution also facilitated social changes, as well as new lifestyles. People needed more entertainment and more reliable sources of information (Schultz, 2004). Further advancements continued in the 19 th and the 20 th centuries. More precisely, the 20 th century was characterized by numerous technological advancements. This was a major factor wh