The media is crucial in the daily lives of contemporary individuals, shaping their beliefs. The main function of the media is to provide information, knowledge, and enjoyment to the public. Media differs not only in their power, but also in their influence on the audience. They have evolved to be man’s closest companions. Throughout history, radio has surpassed newspapers, television has surpassed radio, and today, with the emergence of a new medium, we question which medium has the most impact on each generation. The rise of new media such as the Internet, portals, and social networks is leading to more competition with traditional media like television, radio, and print. The choice of media usage is determined by the age group of the individual. The concept of 'generation' may not be universally agreed upon, but it typically refers to individuals within a specific age group born during a certain timeframe, often defined by significant events of that era. Hence, people of a specific generation tend to have a preference for traditional media from their time but are also quick to embrace new forms of media. After analyzing past documents, major changes between generations have taken place, starting with the Baby boomers', X, Y, Z, and Alpha generations. The Alpha generation includes individuals born from 2010 to 2025, all of whom were born in the 21st century. This is the generation believed to have been brought up with a mobile phone always in their possession. As time went by, the media also evolved and adjusted to changing times. We are aware of both technological and media developments. Changes have a significant impact on the lives of modern people. This paper investigates the transformation of media culture through the prism of generational differences and the evolution of media throughout history through the prism of generational differences. The analysis presented in the paper demonstrates how diverse generations consume media and the alterations in their media preferences and habits. The future of traditional media and their role in modern society will also be examined. The media have a great influence on society and individuals, and they influence changes with their campaigns. The outcomes of the campaign are not immediately discernible or quantifiable; their impact occurs later. No matter how events unfold, the media play an active role in all occurrences with the intent to influence change. It is crucial to recognize that social responsibility is a key feature of mass media, which involves a duty to both society and individuals. The media must consistently serve society and its citizens.