How Media is affecting our Culture?
It would not be an understatement if I say that every aspect of our culture today is largely influenced by the media. Unlike earlier days when the audience was considered as passive entity, today’s advanced media theories are designed to formulate the audience responses. It cannot be denied that regardless of the cognitive abilities of the audience, media has been playing a major role in successfully integrating several values and elements into our society as well as our culture.
Undoubtedly there are several aspects of our culture that are positively affected by media. Quick and easy flow of information made it possible to leave the wrong beliefs and superstitions of the past to move into a new light. The media has played a very major role in fighting against social threats like racism, gender bias, poverty, illiteracy, world poverty and many more. At the same time it has made world a smaller place to live in and have helped in migration of culture from one place to another.
Having said this, we cannot deny the fact that certain media messages are creating a negative impact on our society and culture. Although media is a reflection of our current society, it does much more than just reflecting the surroundings. It exaggerates and sensationalizes the matters, even those of utmost importance to make it appear more interesting and entertaining. Media has the power to covert a common man into a celebrity. Whether it is the advertisements of a company selling ski jackets or a product that promises fairer skin, they have a strong influence on the youth of the society. There are certain music videos, TV shows, films, and even ads that portray sex, alcohol, and drugs as an inevitable part of our lives. This part of media is not appropriate. We have reached a stage today where media is the main medium of literacy for teenagers. It is the time when we should start thinking and analyzing what media is doing to our culture
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