It interacts through the medium like TV, radio, social media. People get influenced positively through the media which affects their culture accordingly. With great advancement in media culture is also changing gradually. We get to know about the latest news and updates which greatly affect our culture. It is essential for the media to give importance to cultural factors while presenting news, telefilms, and dramas.
Because of its inherent ability to reach large number of public, it is widely used to convey message to build public opinion and awareness. The media has the power of educating people, the good and the bad. Since it affect the eyes, the ears and the mind simultaneously nothing can overcome the influence of the media. The media in the advanced society should perform a noble mission of enlightening people and discourage sectarian, communal and divisive
Still, they play a huge role in educating people about environmental issues, health care, child care, and other health-related concerns. The media encourage people to work hard, and they emphasize the importance of creating a productive society to overcome social problems like unemployment, which is considered among the main reasons for terrorist activities. However, the media demonstrate little concern about the roles and relationships of men and women in society. These aspects of contemporary life are defined by religion and culture. Cultural Effects of Media The relationship between mass media and popular culture has always been controversial in the social sciences.
The Role and Influence of Mass Media in the Changing World Mass media is an important subject in information dissemination to the different institutions. It is often known to the public as the watchdog of the society and some also considered it as the scapegoat of the problems in the society. We live in an industrial age wherein technologies create certain connections to people across the world. Through the devices such as television, radio, and the computer, information age was made possible. It is everywhere in our changing world towards industrialization and there are more issues added regarding its influence to the society and to the individuals within the society.
Nowadays, mass media including the television, radio, and newspaper have a great influence on the people especially on the younger generation, which plays an important role in shaping the opinions and the positions of the younger generation. Livesey, (2011) stated, “mass media, therefore, refer to channels of communication that involve transmitting information in some way, shape or form to large numbers of people” (p.1). There are so many social problems in this modern world occur due to the mass media, for example the younger generation’s sexual behaviour as identified by The American Academy of Pediatrics (2011), that, the major public health crisis of the teens social activity is bright and helpless (p.191), (as cited in Wright, n.d, p.346)
INFLUENCE OF MEDIA ON THE TYPES OF COMMUNICATION Mass media is basically communication—either written, broadcast, or spoken—that reaches a huge audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so on. Mass media is a powerful source in modern culture. Communities are bombarded frequently with messages from a collection of sources such as TV, billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes.
Media can be defined as the main means of mass communication. It acts as an essential part of society. Allowing us to be informed and feel included. Forms of media have changed throughout the years enormously and with that said, has increased with importance. Media helps society form opinions on everyday events.
Mass media affect our daily life more than any other cultural institution. They are our main sources of news and entertainment. The mass media can affect our purchase decision, voting behavior, academic achievement and so on. (Cengage Learning 2013), Because of this all encompassing impact of mass media, politicians, businessmen and government agencies depend on media to influence people. During election time, we witness politicians spending millions of rupees for political campaign through mass media.
Media is a source of learning the media can be interpreted broadly to people, things, or events that allow students to gain knowledge and learning process .Printed media presence is of considerable importance because in these activities is not clearly conveyed material can be helped by presenting the media as an intermediary in learning in class. Printed media has meaning a media using raw materials of paper or fabric to deliver his message .The main elements of the text and image visualization or both. The print media also created to help facilitators conduct interpersonal communication while training or group activities. The media can also be used as a reference material which is reading or to instructional media .It also can be communicating new technologies and ways of doing things such as leaflets, brochures, booklets. Print media can also be used as a work such as posters, pictures, cartoons and
INTRODUCTION OF MEDIA:- The media is characterized as a news medium that tells of the intense or surprising events in our society. Television and radio are a units viewed as audiovisual media, newspapers and magazines are a units referred to as medium, and third parties area unit referred as new media, as well as social media. This whole of media permits us to speak effortlessly. The media is an essential supply of data in its news and amusement segments, permitting us to alter concepts, suggestions and comments. Most immature folks sometimes use television for movies and alternative amusement programs.