The impact and effect of media on society is substantial. The content broadcasts by the media have a deep impact on the minds of people. This also helps in the formation of personality and gives direction to the society. In the era of technological advancement, it is the need of the hour that media should produce and disseminate contents which awakens human values which leads a change in the society. So, in the present research study, the impacts of media in the formation of human values have been analyzed on the basis of tribal society of Sonbhadra district of Uttar Pradesh. On the one side, the media help in highlighting the problems of addiction and on the other side it inspires people to stay away from it. Today, even in the tribal society, the influence of media can be seen positive or negative. With this, media is also giving preference to western civilization while producing the content. Due to this, the media has had more negative impact than positive among the tribal society. But, media has also started defining the values of tribal society in a new way. The media is called as the mirror of society, but is the media proving capable enough of showing the right image of society? Under the influence of markets and capitalism, we have turned away from society. It is also the responsibility of the media to raise the human values in the society. The present media has been reduced to just entertainment and glamour Christians [1]. That's why the purpose has been lost. Media is an important unit of society. Due to the credibility of the media, society gives importance to its words Maio[2]. Therefore, he must become a catalyst in the process of social change. Media has always been an important pillar of the society. The media not only gives news of events but also forms public opinion. This provides a strong power to the media and wherever there is power there is a possibility of use of that power. In some countries, where there are powerful media groups, it is said that it influences election results by portraying events and people in those countries in certain ways. In India too, some time ago, the relationship between prominent people and leaders of the communication world came to light. In addition to preserving human values, media has made a meaningful effort for human development by harmonizing with nature and has also provided a positive attitude towards personality development. After the present study, it can be suggested that the government should take human values seriously and seek advice from educationists, psychologists, sociologists, and experts of other fields to suppress the decline in human values. True and clear signals from the top leadership of the country will have far-reaching implications to keep this trend under control Rokeach[3].