In current digitalized era electronic media has very responsible roles in society. An old common perception regarding the role of media was to keep informed, aware and act as a source of entertain has now changed. Rather in the last couple of decade media has taken up a role of watch dog on government, mirror of the society and a window to the global world. The research is carrying through to find out the effect of media on the perception building of common citizen. There have been numerous studies over the impact of media and its impact on socio-psychological issues. However this study is an effort to establish the linkage between electronic media and its impact on audience on major social and current issues. For the conceptual understanding study takes notes from primitive works of Aristotle on senses and modern theories of psychology, sociology and communication. Theories on opinion making, agenda setting and priming are discussed in a sequential manner. It provides a platform to the researchers to review past research works to find the answers. Findings reveal the actual relationship of electronic media and perception of the audience. It also validates the hypothesis developed by the researchers.