Final answer:
The media serves as a two-way communication channel, with public information flowing from the audience back to the JIC and outwards from the JIC. It also acts as a gatekeeper influencing public policy topics, with its role evolving with changing communication technologies and societal needs.
Step-by-step explanation:
Public information is communicated via a two-way process involving the media, which acts as a common carrier and a linkage institution. The information goes from the receiver or the audience back to the Joint Information Center (JIC), as well as outwards from the JIC to the public. This bi-directional flow helps the government to understand public perception and informs the public of government actions. The media's role shifts depending on varying theories, such as the minimal effects theory and the cultivation theory, influencing how the public perceives and is persuaded by media messages.
The media's role as a gatekeeper is crucial, dictating what topics influence public policy and whether there is a balance of power between the political arena and the public. Technological advancements have changed the way media operates, allowing for on-demand and streaming access, and large conglomerates can affect the diversity of information. Social responsibility is essential to combat misinformation and ensure the media promotes the public good.