Role of Media in Changing Our Culture and Society

There is an old proerbMan is a social animal, which means beyond separate requirements such as food and shelter, man has another fundamental affect and that is, exigency of communication with each other. The urge of communication is a elementary star and in our contemporary civilization, it has receive a necessity for survival. In order to facilitate communication, man has established several means which exact developed from time to time such as s suppressing messages, letters, anticipate and telegraph and these solely assist in providing connection between batch even with those who are at uttermost distant places.In the deport era, the means of communication have evolved into a very advance shape and are now collectively c all(prenominal)ed Mass Media. So How Do We desexualize Media? Media is actually an art of transmitting entropy, ideas and attitudes from maven point or person to another. When an versatile(prenominal) communicates to the other, this whitethorn be by use of gestures like difference on smiles when happy or in a ripe(p) mood, frowns when exhibit a displeased expression, or selection of our words or stride while speaking depending on the feelings inwardly us.In either lawsuit we want to select the most effective ways to communicate merely what we intend. However, communication among a large procedure of people or ordering is not as simple as with individuals, but its far excessively complex. Information or intelligence operation that is important to a wad of people may not be passed on to them from individual to individual. This must(prenominal) reach many people at the same time and to a fault effectively. such(prenominal) as the forecast of a storm to warn one whole city to take immediate measures so-and-sonot be passed on individual to individual since time factor is important.This may be done done raw(a)spapers or television or both. Or if some product is to be advertised, it has to be conveyed collectivel y to a mass that again may be done with radio, television or newspapers. These technological means of communicating information or news collectively to a large number of people is at that placeof called Mass Communication. Impact of Media on close A culture comprises of the language, habits, beliefs, religion, dresses, foods etc. in a particular acknowledgment and the media has a direct and significant effect on it since it is undoubtedly an potent aspect in modern day beau monde.As technology has become very much advanced now, media touches all types of people in various forms such as radio, televisions, newspapers etc. and the partnership to a fault depends on it in order to get informed on the events taking place all over the world. Media touches every aspect of life. This includes not only the events going on around the world, but also the developments and progress, education and employment, the political situations in a country, the socio economic issues of a region, marketing of products, health and beauty, fashion and styles, violence and the issues of behavior of juvenility verses older generation etc.All these when conveyed to a society by printing, broadcasting or telecasting in the form of news or highlights or debateions do have a direct tint on a society and its culture which gains its leverage depending upon the integrity of the information conveyed. An example is the talk shows that are telecast on around all news media. Every day we spotter such programs where our politicians are invited to discuss over current affairs.Either the case is of cheating or indefensible spending of public funds by influential people or the use of their unauthorised powers, almost all the current affair programs end after hot discussions without reaching to a logical conclusion since the participating opponents would never let know what the truth is. This is because the opponents come fully weaponed with whipping words that lashes away the possibilit y of revealing the truth by anyone who tries to speak out. Therefore despite of the whole matter already cognise in black and white, the facts reach to the public completely distorted.As a result, no issues of common people are solved which causes heightening of anger, horror and frustration in public which in turn increase the fell activities since law and order and justice seem to be unavailable. The question therefore remains whether the information conveyed is unbiased and untarnished? This then depends upon the people within society to sort through the many bits of information fed to them in order to filter out what actually the truth is. Also one can see that media may contribute to a societys culture both verificatoryly and negatively.On one hand there is lot of rubbish that is watched on media every day. Children watch movies which show too much violence and stuff exhibiting unethical actions, words and language. These are in general furnished with murder stories, use of drugs, pot cigarettes, using ignominious language in everyday life etc. These preach tutor goings and youth how to earn more without doing much and how to behave wrongly with parents and the society. Such a material only communicates new generation how to be demoralised.To watch such movies has become a todays tradition which is performing like slow venom that is damaging and killing the moral character of our society. On the other hand, making available appropriate educational programs on television and publishing good informative magazines for children may provide safer environments that may aid children and provide their parents tools to implement moral values that are need of the present time. Such programs should be full of general and technical noesis so that it may inculcate a desire in the new generation to learn more.Advertising is another aspect of media that affects society very much. This is an important social phenomenon which stimulates consumption of every day ch anging products, enhances economic activity and alters life styles of people. Consumers are confronted with extensive daily doses of advertising through multiple media. With the continual attack of marketing media, it is for sure that it affects our individualism and society as a whole. Sometimes it is surprising to note that how consumers minds can be moulded with changed opinions.It is due to this advertising that brands have acquired more importance over usage of items these days. An example is the frequent use of hair dye among our youth who want to have change in looks since looking the same every day is boring. Also it seems that priorities of public change with the way products are displayed through ads. Earlier soft drinks were considered health hazard but now the sports superstars as models in the ads of soft drinks easily convince their viewers to consume it regularly despite being prostituteful to health.Also in various ads of cigarettes, male characters are shown perf orming heroic acts which encourages and misguides our youth to develop habit of smoking since it will make them courageous and powerful. Media has also a great fibre in changing fashions and designs. Though this is a social activity and is pleasant nevertheless, it shall be in permissible limits of our culture. Unfortunately with the increase in word-painting of western media which has blended in ours, unethical dress fashions have also intruded into our culture which is affecting the new generation and causing significant harm to the overall society.Conclusion On the whole, we conclude that everything may have its good and bad effects depending upon how it is used. Media may play both negative and positive roles in changing a culture and society. Although media should be free and independent, however there shall be some ethics/ moral standards with proper rules and regulations which shall be followed by mass media so that it may contribute a ennoble role in formation and devel opment of a healthy society.