ABSTRACT: Contemporary media has gradually acquired an increasingly important role in our times, becoming an essential factor in the decisions we make. It plays a decisive role in influencing human perceptions and values and contributes fundamentally to our understanding of ourselves and our place in society. It transforms our daily existence by working with a socio-anthropological perspective. This article will explore the main aspects of the media's influence on the human being from this perspective. It will also examine how society and the human being are evolving through different perspectives and thus better understand the direction of contemporary culture. Through socio-anthropological analysis, we will have a broad understanding of the concerns, aspirations, and challenges we face today. The social and cultural changes of today's society can only be understood when we identify the socio-anthropological perspective that the media offers us. KEYWORDS: technology, function, anthropology, human behavior, media