Discuss the changes occttred in Indian Society due to mass communication.
Answers
Explanation:
Show MoreABSTRACT
Our world today is increasingly driven by a mass media due to the explosion of different means of communication, especially electronic communication such as satellite TV and Internet. The media is viewed as a source of power that influences, controls, and promotes new standards in the society and reinforces the existing ones. As the media increases in use as our prime source for information and values, there is a great need to critically evaluate inherent socio-political and cultural barriers. This study is conducted to identify inherent socio-political and cultural barriers for mass media impact on Indian society. The study will help to understand the inherent barriers involved in mass media impact through conceptual or …show more content…
A Marxist approach sees the media as integrated into the existing economic and political elites and therefore reflecting their interests (Fog, 2004). The liberal approach sees the media as facilitating social agreement through the dissemination of information and contrary opinion. Review of literature also indicate that although media has a central role in mediating information and forming public opinion, however, the advent of press freedom has given rise to unprecedented abuse of the mass media by unscrupulous mass communicators and authoritarian leaders in society (McQuail, 2003, Cohen and Weimann, 2000, Croteau and Hoynes, 2000, Doyle, 2002). Much of this could be due to many inherent barriers that exist in a particular society.
3.0 METHODOLOGY
In order to identify number of barriers for mass media impact in Indian context, we used ethnographic approach for our study. The research methodology included various viewpoints of users and media professionals. One of the authors worked in mass media industry for more than 2 decades. Therefore, he had firsthand experience to get the data. Interactions were