IMPACT OF MEDIA ON

CULTURE
INDEX
 What is culture and what is media?
 News media and culture in terms of Indian
context
 Social Impact of media

 Positive impact of media on Indian culture

 Negative impact of media on culture

 Conclusion
WHAT IS CULTURE AND WHAT IS
MEDIA
CULTURE:
 Culture is the social behaviour and norms found in human
societies
 It encompasses the range of phenomena that are transmitted
through social learning in human societies Some aspects of
human behaviour, social practices such as culture, expressive
forms such as art, music, dance, ritual, and religion, and
technologies such as tool usage, cooking, shelter, and clothing
are said to be cultural universals, found in all human societies.
 The concept of material culture covers the physical expressions
of culture, such as technology, architecture and art, whereas the
immaterial aspects of culture such as principles of social
organization (including practices of political organization and
social institutions), mythology, philosophy , literature (both
written and oral), and science comprise the intangible cultural
heritage of a society.
 “Culture" is the set of customs, traditions, and values of a
society or community, such as an ethnic group or nation. Culture
is the set of knowledge acquired over time.
WHAT IS CULTURE AND WHAT IS
MEDIA
MEDIA :
 The term media is defined as "one of the
means or channels of general communication
in society, as newspapers, radio, television
etc.."
 Media are the collective communication
outlets or tools used to store and deliver
information or data. It is either associated
with communication media, or the
specialized mass media communication
businesses such as print media and the
press, photography, advertising, cinema,
broadcasting (radio and television),
publishing and point of sale.
NEWS MEDIA AND CULTURE IN TERMS OF INDIAN
CONTEXT
NEWS MEDIA:

 The term news media refers to the groups that communicate information
and news to people. There are three main types of media with respect to
the 21st century: print media, broadcast media, and the Internet.
 Print Media :The oldest media forms are newspapers, magazines,
journals, newsletters, and other printed material. The influence of print
media is therefore significant. Regular readers of print media tend to be
more likely to be politically active.The print media is responsible for more
reporting than other news sources.
 Broadcast Media :Broadcast media are news reports broadcast via
radio and television. The other type of broadcast media is radio. Local
news stations have a particularly large audience because they can report
on local weather, traffic, and events.
 The Internet :The Internet is slowly transforming the news media.
Websites can provide text, audio, and video information, all of the ways
traditional media are transmitted. The web also allows for a more
interactive approach by allowing people to personally tailor the news
they receive via personalized web portals, newsgroups, podcasts, and
RSS feeds.
NEWS MEDIA AND CULTURE IN TERMS OF INDIAN
CONTEXT
INDIAN CULTURE:

 The culture of India refers collectively to

the thousands of distinct and unique cultures
of all religions and communities present in
India. India's languages, religions, dance,
music, architecture, food, and customs
differs from place to place within the country.
The Indian culture, often labelled as an
amalgamation of several cultures, spans
across the Indian subcontinent and has been
influenced by a history that is several
millenniums old. Many elements of India's
diverse cultures, such as Indian religions,
Indian philosophy and Indian cuisine, have a
profound impact across the world.
SOCIAL IMPACT OF MEDIA
 Media technology has made viewing increasingly easier as time
has passed throughout history. Children today are encouraged
to use media tools in school and are expected to have a general
understanding of the various technologies available. The
internet is arguably one of the most effective tools in media for
communication tools such as e-mail, Skype, Facebook etc., have
brought people closer together and created new online
communities. However, some may argue that certain types of
media can hinder face-to-face.Threfore it is a important source
of communication.
 In a large consumer-driven society, electronic media (such as
television) and print media (such as newspapers) are important
for distributing advertisement media. More technologically
advanced societies have access to goods and services through
newer media than less technologically advanced societies. In
addition to this "advertising" role, media is nowadays a tool to
share knowledge all around the world
SOCIAL IMPACT OF MEDIA
 Media, through media and communications psychology, has
helped to connect diverse people from far and near geographical
location. It has also helped in the aspect of on-line or internet
businesses and other activities that have an on-line version. All
media intended to affect human behavior is initiated through
communication and the intended behavior is couched in
psychology. Therefore, understanding media and communications
psychology is fundamental in understanding the social and
individual effects of media. The expanding field of media and
communications psychology combines these established
disciplines in a new way.
 In today's world, media becomes as essential as our daily needs.
Media of today is playing an outstanding role in creating and
shaping of public opinion and strengthening of society. Media is
the sword arm of democracy. Media acts as watchdog to protect
public interest against malpractice and create public awareness.
 POSITIVE IMPACT OF MEDIA ON
INDIAN CULTURE

 The media like television, radio and the Internet increase

an overall awareness of the masses. They enhance the
general knowledge by providing us with information from
all over the world. News broadcast through different media
helps us know about the day-to-day events in the world.
 News, tele­films and documentaries revolving around social
issues increase a social awareness in children and develop
their concern towards society. They also contribute to the
enhancement of our knowledge, language and vocabulary.
 Quiz-based TV and radio shows, and the many
programmes on history, literature, science, philosophy and
art and culture on channels like Discovery, BBC and the
National Geographic contribute to development of
people’s minds and attitudes, widening knowledge and
culture.
POSITIVE IMPACT OF MEDIA ON
INDIAN CULTURE

 Research has revealed that media are 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 bring about a transformation in the attitudes and
beliefs of the people.
 The persuasive nature of the content presented over media
influences the thoughts and behaviour of the general public.
It helps in moulding ideas and attitudes. It influences lifestyle
and culture.
 Media has brought about a major transformation in the way
people 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 in.
The recent advent of blogging in the media world and
practices like public polls and citizen journalism have led to
the achievement of a social control
NEGATIVE IMPACT OF MEDIA ON
CULTURE
 Media often hypes the basic facts or information and
presents them so as to increase the superficial appeal of
things. Media overemphasis’s on the money and ‘glamour’
aspects, film stars, models and the ‘successful’ men and
women in the fields of sports, business, art and politics.
 The values it emphasises are materialistic; and the people
who embody them are largely superficial and artificial. As
a result, the cultural values that the media supports and
which are taking root in society in modern times are
superficial and oriented towards money and glamour.
 Television in particular has a major impact on the young,
even toddlers, as it influences their viewing habits
throughout their lives. Television violence is accompanied
by vivid production features; children are predisposed to
seek out and pay attention to sex and violence—even in
cartoons!
NEGATIVE IMPACT OF MEDIA ON
CULTURE

 The negative psychological effects of media are seen in

terms of media changing the people’s outlook on life. Media
have changed the cultural and moral values of society. A
majority of the audiences believe in what is depicted by the
media. Youngsters and children often tend to mix the reel
and the real world under the influence of the mass media.
 Culture can be defined as a way of life which includes
beliefs, aesthetics and institutions of a civilisation.
Considering today’s way of life, media is certainly an
influential entity in our culture. Lately, media theories that
regard the audience as a passive entity have been
discarded, and advanced media theories take into account
the audience response. However, despite cognitive abilities
of the audience, the media has been successfully ingraining
several values and elements into a large section of our
society.
CONCLUSION

 Any sort of technological advancement, after

all, has both its pros and cons in the context
of social change. Technological
advancements, especially the changing role
of the mass media, have a lasting impact on
moulding cultural attributes—ways of
thought, attitude and lifestyles. Whether this
impact is healthy or not from the viewpoint of
developing a ‘culturally’ sustainable society
is a crucial question.
 In conclusion media needs to behave
responsibly, ethically as it has the potential
to shape opinions for the better or for the
worse