Impact of Media on Socio-Cultural Values and Social Institution in Indian Society

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The media, known as the fourth pillar of democracy, has a huge impact on the society. The effects are of course, positive as well as negative. Media is such a powerful tool that it literally governs the direction of our society today. It is the propeller as well as the direction provider of the society. Opinions can change overnight and celebrities can become infamous with just one wave by the media. The growth of media as an industry has accelerated over the past few years with new forms such as DVD and the internet changing the way we, the audience, consume and receive media. In an interdependent and globalized political world, the challenge of the media is to provide extensive coverage of global politics and to examine the impact of these influences in specific national contexts. The mass media has a role to influence socio-political and cultural settings. Numbers of researchers have been conducting studies worldwide to investigate what they might contribute to an understanding of the economic and other factors that influence mass media, and how the media in turn influence the political climate and the democratic process in modern democracies. Mass media is considered one of the principal agents for societal development, democracy and good governance. Media critics claim that at times mass media has not played the role that it should have played and have played in the hands of few vested interests. The researchers have also pointed out that mass media influence vary from country to country depending upon socio-political and cultural settings. There are many different theories about how mass media influence people's attitudes, worldview, and behavior. The mass media is considered to be the backbone of democracy that influences sociopolitical developments. However, there is a growing concern that the mass media in many countries is not fulfilling these functions properly due to inherent socio-cultural barriers.

These days, there are already numerous types of Mass Media. This includes Audio recording and reproduction (records, tapes, cassettes, cartridges, CDs), Broadcasting Media (Radio, Television, Cable) Film (Cinema, DVDs), Digital Media (the Internet, Mobile Phones, Satellite), Publishing or the Print Media (Books, Newspapers, Magazines) and Video games. Today we are going to discuss five types of media. They are as follows: 1.Newspapers

2.Magazines
3.Yellow pages
4.Radio
5.Television
6.Internet
Out of these, Newspapers, TV, Radio are traditional modes of mass media whereas Magazines, Yellow pages and Internet are modern modes of mass media.

Explanation of the different types of media with the advantages and disadvantages:

Newspapers:

Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.

Advantages
Disadvantages

• Allows you to reach a huge number of people in a given geographic area • You have the flexibility in deciding the ad size and placement within the newspaper • Your ad can be as large as necessary to communicate as much of a story as you care to tell • Exposure to your ad is not limited; readers can go back to your message again and again if so desired. • Free help in creating and producing ad copy is usually available • Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days. • Ad space can be expensive

• Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors • Poor photo reproduction limits creativity

• Newspapers are a price-oriented medium; most ads are for sales • Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. • You may be paying to send your message to a lot of people who will probably never be in the...
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