In today’s ecosystem, Media has become an exceptionally important player having a profound influence on people. Media directs and navigates our attention to issues. We give importance to issues that the media wants us to give. Practically, there are a million things happening in the world but we only read a few headlines but why? We had Rodney Tiffen, Emeritus Professor, Government and International Relations, the University of Sydney to talk us about the role of today’s media.