Organization, structure, representation in society and access to a wide audience enable mass media to have an incredible impact on the formation of public opinion and deep influence on society. The concentration and centralization of social power, the weakening of the relationship between the individual and the social decision-making caused by the influence of the mass media, is invaded so far. Media clustering in large media organizations under the control of politics, capital, and various interest groups, whose main motivation is to profit or promote certain ideas of different interest groups, lead the society in the direction they want those who run the same media. Due to the aspirations of the owner of the media for profit or the pressure of the owner, in the continuous and merciless struggle with competition and the aspiration of domination, different methods are used which are directed at mass manipulation of the mass audience, while forgetting the basic role of media in the positive development of society. The balance between the two sides is difficult to achieve, but the basic aspiration of media workers should be within the boundaries of professional journalism, not exceeding the boundaries of journalistic ethics codes. The development of mass communication, fierce competition and relatively simpler regulation of media access should force the media to more objectivity, truthfulness and credibility. Recognizing the events and movements in society, good journalism needs to transmit as accurate information as possible, without losing sight of the fact that by providing information to its own court, it forms a public opinion that would favor various interests. By professionally approaching the media can propose good ideas, sensitize the public to different negatives, meet the needs of the weakest groups and individuals, develop tolerance and thus contribute to improving the social climate and the development of society.