Media as communication channels that transmit information to a greater or lesser extent have an influence to society and the social and democratic development of communities. With the development of technology, the media developed and got their electronic form. We can say that electronic publications, or web pages in recent years, have been at its peak. Every day it have more and more visitors. An increasing number of readers replace the newspaper with web portals or electronic media. Consequently, web portals have started to create social beliefs, opinions and attitudes. The empirical part of this work shows that local media have a major function in the creation of public opinion and influence the development of society, including democratic development. This work shows that the Zadar web portals are oriented to a local audience trying to provide accurate, true and verified information. We have learned that the audience often criticizes on what is written very often, especially when it comes to local politics. There are currently 11 web portals in Zadar, each dealing with issues from the Zadar area and trying to attract as many readers as possible and, together with them, through various events and actions, try to influence to the development of the local community and democratic development. Our interlocutors agreed that accurate and verified information that is being given to citizens is a key to success and a step forward for democracy. Finally, the role of the media is important in the everyday life in creation of citizens own opinion and contribution to the improvement of the local community. After all, the goal should be the same for everyone; economic and democratic progress that can be achieved by cooperation between the public and the media.