"Media's biggest strength is that it can shape public opinion and biggest weakness is that it falls prey to sensationalism," Javadekar said Tuesday.
In a recorded message for the inaugural session of the 8th South Asia Dialogue on 'The Role of Media in Promoting Regional Understanding in South Asia', the minister said media should "work in a mission mode to bring about a positive change in the society".
Delving into the state of journalism in south Asia, Javadekar said: "The biggest challenge before the media in the subcontinent is to understand whether it is in sync with societal thinking and to assume a proactive role for bringing about a positive change in the society."
"Journalism is a responsible mission and the role of media in the total renaissance of society is important," said the minister.
Insisting that it has a definitive role in promoting regional understanding, the minister urged the media to go beyond ad revenues, TRPs and circulations and commit itself towards betterment of the society and be ready to fight for a cause.
The minister urged the media to manage sensibility issues delicately while projecting relations between nations.
"Every country has its own issues, problems, weaknesses and strengths and their sensibilities. The media should be respectful towards these," he stated.
The two-day dialogue has been organised by the Institute for Defence Studies and Analyses (IDSA) and will conclude Oct 29.