The media shape our attitudes about everything from soap to politics. It's important for us to be aware of the impact the mass media has on our culture/society. We need to be vigilant and ask ourselves to look for opposing opinions and evaluate the facts for ourselves rather than blindly accepting the media's version of the "truth." Research has revealed that media is responsible for influencing a major part of our daily life. Media contribute to a transformation in the cultural and social values of the masses. “Media can bring about a change in the attitudes and beliefs of the common man. The persuasive nature of the content presented over media influences the thoughts and behavior of the general public. Media has brought about a major transformation in the way the masses think. Media has given them an excellent platform to present themselves before the world and contribute in their own way to the changing world scenario. Media has been responsible for making the world a smaller place to live”. Definition of Mass Media:
“The term institutionalized forms of public message production and dissemination, operating in a large scale, involving in a considerable division of labor in their production processes and functioning through complex mediations of print, Film, recording tape, and photography”. J Corner and J.Hawthron. “Mass media may be defined as any form of communication which is meted out to the people at large, through the various forms of communication. What modes of communication are we talking about? Well there can be no static definition for the channels of mass communication as they are increasing all the time. But any form of communication which is seen and understood by a large mass of people can be taken to mean mass communication or mass media channels”. “Mass communication are industrial activities, produced within a large organizations whose policies and professional routines are located within the political, Economic and legal structures of the societies in which they are operated”. Edward Arnold 1980. Characteristics of Mass Communication:
1. They normally require complex formal organizations.
2. They were directed towards large audiences.
3. The content is open to all, unstructured and informal. 4. Audiences are heterogeneous of many different kinds in composition, widely differing culture. 5. Simultaneously contact with very large number of people. 6. The relationship between communicator and audience is addressed by persons known only in their public role as communicators. 7. The audiences are collectively unique to modern society. Functions of Mass Media:
Modern Mass media serve functions very similar to those fulfilled by traditional media in primitive societies. It is identify with three major functions: Surveillance of the environment, interpretation of the information and Prescription for conduct, the transmissions of heritage. Information, Consensus, Entertainment, Symbolic Function, Advertising, Development.etc have been very much influences/changes the society and the different Cultures today. Definition of Culture:
The customary beliefs, social forms, and material traits of a racial, religious, or social group; also: the characteristic features of everyday existence (as diversions or a way of life} shared by people in a place or time Culture is the accumulated intellectual, material and spiritual response of human being, over several generations to overcome environmental obstacles. Relationship between Culture and Mass Media:-
Communication and culture develop together, one supporting the other. Indeed, communication is an expression of a community culture, and culture in its turn embodies a community’s communication and information needs and practices. Thus, inextricably tied to each other; we cannot understand the other; nor can we speak of one without referring to the other. The whole treasure house of folk...