Communication as we all know is an important factor when it comes to development and change. I think it is obvious in the 21st century that transmission of new ideas through mass media creates a conducive environment for change. It introduces and exhibits new ideas which bring about a change in values, attitudes and communication.
Today’s news market is huge – the government actually sells the rights to tell the public whatever the government wishes the public to “know” (true or not). News networks such as CNN and BBC cover the globe, and even small countries like Sweden
Thus, cultural autonomy of nations is in jeopardy under globalization. At the social level, the structures and institutions of traditional culture get disrupted. The media texts produced in the Western countries have come to dominate media channels all over the world. In our own country, television networks have started broadcasting programmes that are made in foreign countries .These programmes destroy local cultures. They carry ideological messages that subtly brainwash people into accepting alien values and beliefs. In the name of cosmopolitan culture, a shallow consumerist package is being distributed in the Third World countries. Under the influence of such a culture every relationship tends to become a short-lived activity for materialistic satisfaction. Values such as- sharing, collaboration and harmony decline and tension in society increases. This degradation in the realm of culture is indeed a serious negative aspect of the media.
Most importantly media encourages “embourgeoisiement” in the social life of people. People start aiming higher. They are constantly hammered, through advertisements and commercials as to how good and comfortable their life can be if they buy a certain product or have access to a certain service and facility. This in turn makes the individual constantly want for ‘more’. It characterizes or internalizes the idea of a ‘standard way of life’ and also puts forth the means of achieving the same because it is the best and every one else possess it. Martin Esslin in his book “The Age of Television” points out that “television brings an endless stream of collective daydreams and fantasies in our homes, and this leads to a blurring of the difference between the real world and the fantasy world. Television feeds our desire to be rich and caters to our erotic desires.” This aspect of media-effects diverts our attention from the reality of life and brings loss of the ability to think logically. It also introduces newer skills and techniques. Media and the communication through it help to enlarge the mental horizons of people. It can be used to raise the levels of aspirations as well. Moreover, people start imitating other cultures, especially the culture of the developed world as it is always referred to as a success story by the media.
The entertainment media, especially, has a great impact on the people, it makes them stereotype; as they are exposed to similar type entertainment Programme. It thus plays an important role in socialization of people. Mass media exposes us to various new ideas of change and development. They not only put forth ideas but also ‘romanticize’ them; the media creates a rosy picture of newer products and lifestyles. There is always a subtle, if not direct, comparison between societies and cultures of the world. This makes the media powerful as it influences masses. Thus media gradually develops“Hegemony” and thus controls and chanalizes the thoughts of the people. 'Hegemony' in this case means the success of the dominant classes (here media and other elites) in presenting their definition of reality, their view of the world, in such a way that it is accepted by other classes as 'common sense'. The general 'consensus' is that it is the only sensible way of seeing the world. Any groups who present an alternative view are therefore marginalized. Media uses this hegemony to influence the population and thus also brings about cultural change.
media is fourth pillar to democracy...however i dodnt feel role of media can bring cultural change! take for expample of soviet russia where media was control by state, could not make much differance. if we look at US model we find thousand of channels with numerous subject & themes(i.e.news,food,entertainment,buisness,art even agriculture) that too different in different states & counties..so there is no universal theme or issue monitered by media.In european model, much like indian subcontinent, we find channels & print in various language, dialects & cultures.I feel otherway media plays a important role in building or modernising face of old cultures & traditions(look at south asian mediai.e thai,malaysia,korea,japan)..how many telgus or kannadians watch indian hindi& english media , not even 1% of them.
ReplyDeleteYa well only media can not bring cultural change though it is one of them. There are many factors such as internet, entertainment industry, writings etc. but one thing is clear that media can show whatever they want to show. Media can make the personality and spoil the personalities. In these days media is much interested about Mythological stories from bramhand. Even Sas bahu and sajish. They must understand their responsiblities. Before some day they were busy in convincing people that "Duniya Khatam hone wali hai" now fourth pillar of democracy is more commercial than their ethics.
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