There is an old saying”Man is a social animal”, which means beyond other requirements such as food and shelter, man has another fundamental need and that is, need of communication with each other. The urge of communication is a basic one and in our contemporary civilization, it has become a necessity for survival.
In order to facilitate communication, man has established several means which have developed from time to time such as sending messages, letters, telephone and telegraph and these all assist in providing connection between people even with those who are at far distant places.
In the present era, the means of communication have evolved into a very advance phase and are now collectively called “Mass Media”.
So How Do We Define Media?
Media is actually an art of transmitting information, ideas and attitudes from one point or person to another. When an individual communicates to the other, this may be through use of gestures like passing on smiles when happy or in a good mood, frowns when showing a displeased expression, or selection of our words or tone while speaking depending on the feelings within us. In either case we want to select the most effective ways to communicate exactly what we intend.
However, communication among a large number of people or society is not as simple as with individuals, but it’s far too complex. Information or news that is important to a mass of people may not be passed on to them from individual to individual. This must reach many people at the same time and also effectively. Such as the forecast of a storm to warn one whole city to take immediate measures cannot be passed on individual to individual since time factor is important. This may be done through newspapers or television or both. Or if some product is to be advertised, it has to be conveyed collectively to a mass that again may be done through radio, television or newspapers. These technological means of communicating information or news collectively to a large number of people is therefore called “Mass Communication”.
Impact of Media on Culture
A culture comprises of the language, habits, beliefs, religion, dresses, foods etc. in a particular region and the media has a direct and significant effect on it since it is undoubtedly an influential aspect in modern day society. 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 society also 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 behaviour of youth verses older generation etc. All these when conveyed to a society by printing, broadcasting or telecasting in the form of news or highlights or discussions do have a direct impact 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 watch such programs where our politicians are invited to discuss over current affairs. Either the case is of cheating or undue 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 equipped with whipping words that lashes away the possibility of revealing the truth by anyone who tries to speak out. Therefore despite of the whole matter already known in black and white, the facts reach to the...