Media Influence On Culture

INTRODUCTION:
Culture is the combination of norms, traditions and values. It is pattern according to which we set our lives. Culture is a way of doing things. It includes life style, food, clothing, language and dances. Culture is not alone but it is mixture of many elements. These are interrelated. The most important among them is media. Media and culture go side by side.
Media has a great impact on culture. It is daily getting influenced by media. Mediums like TV, radio and social websites play an important role. Media promotes information, creativity, motivation and entertainment. On the other side media has also negative impact. It can be negative, discouraging and crime encouraging. Hence we can say that media has both positive and negative

LOCALE:
Interviews have been conducted from individuals of age ranges from 20 to 30 years. Most of them were females. The study was conducted from lay persons.
Interviews have been conducted in a peaceful and natural environment. There were only two people sitting in a room, one the respondent and the other was the interviewer. There was no external element which could influence the opinions of the respondent related to the topic. Some people have positive attitude towards media while some have negative attitude.
METHODOLOGY:
The method that we used while conducting the research is Qualitative method. And the methodology of qualitative method is that in order to use the subjective approach we have to conduct a detailed interview from the respondent related to the topic. The interview includes asking different detailed answers of questions from the respondent. In this type of approach the interview was 20 minutes long including experiences of an individual related to the topic of study and his/her opinions about it.
Other than that Etic approach has been used to conduct interviews in which only questions were answered by the volunteers. The body language and gestures of the respondents were also observed by the

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. This helps the media to be more acceptable and gain more viewership. Recently the media has been promoting educational policies that encourage young ones to get more education. The media has also been playing important role in raising awareness of the political situation in the country. It also led to increase social activism. It makes them aware of the events and current situations happening around the world and within the country. It also provides entertainment to people. Other cultures are also getting fascinated by our culture. If working with media which is against one’s culture will be considered a negative effect of media. News channel have increase the political blame games. The themes of movies which are showing nowadays are also against the cultural norms. Media has promoted violence by promoting Klashankof culture (Pashto and Punjabi culture) and also by dramas that sensationalize domestic