The media significantly shapes political identity through agenda setting, bias, and framing, influencing what issues are deemed important and how they're perceived. Selective exposure further reinforces existing beliefs, while social media creates echo chambers, exacerbating polarization. Political advertising, entertainment, and crisis coverage also mold perceptions, affecting public opinion and ideological alignment. The study examines the role of mass media in shaping Gorkha political identity in Darjeeling, West Bengal. It examines the historical context, portrayal in local media, impact on public perceptions, influence of social media, and challenges faced by media organizations.