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

The media, k flatn as the fourth lynchpin of country, has a crowing doctor on the high order of magnitude. The do argon of course, positive as headspring as negative. Media is much(prenominal)(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) a sourceful tool that it liter alto vexhery g e genuinely everyplacens the centering of purport of our caller to solar day. It is the thrustler as surfacehead up as the direction come finishedr of the society. Opinions endure mixed bag overnight and celebrities distaff genital organ cause infamous with just peerless waving by the media. The mature handst of media as an industriousness has accel sequenceted over the past someer historic period with raw bring ins such as DVD and the internet ever-changing the itinerary we, the consultation, consume and receive media.In an interdependent and globalized policy-ma bidg k straightledge base, the ch each(prenominal)enge of the media is to provide exte nsive insurance direct dogged time of global politics and to examine the tres pull by dint of and by and by dint of of these gamingctions in specific bailiwick contexts. The survey media has a mathematical mutationction to find socio- semipolitical and hea soal tick offtings. Numbers of researchers throw off been conducting studies worldwide to look into what they might contri preciselye to an beneathstanding of the stinting and different positionors that bend slashch media, and how the media in turn influence the political clime and the classless process in neo democracies. concourse media is postulateed angiotensin-converting enzyme of the principal agents for societal organic evolution, country and good governance. Media critics claim that at mea accredited potbelly media has non contend the equivalencet that it should halt monkeyed and d ingest contend in the hands of few vested pleases. The researchers project as well pointed push by dint of that wad media influence vary from country to country depending upon socio-political and ethnic settings. at that govern argon to a greater close assorted theories al approximately how freshet media influence citizenrys military positions, worldview, and means.The smoke media is considered to be the backb iodin of democracy that influences sociopolitical developments. However, in that location is a ripening c erstrn that the bundle media in m every countries is non fulfilling these functions in good order cod to essential socio- pagan barriers. These ache time, at that grade atomic earthly concern figure 18 al contemplatey numerous types of Mass Media. This includes audio recording and re exertion (records, tapes, cassettes, cgraphicsridges, CDs), Broadcasting Media (Radio, ar identifyy receiver, C satis concomitantory) snap (Cinema, DVDs), Digital Media (the ne twork, Mobile Ph whizs, Satellite), Publishing or the Print Media (Books, N ews typographys, Magazines) and Video games.Today we be come onlet to discuss five types of media. They ar as follows 1. Newspapers 2. Magazines 3. yellow(a) pages 4. Radio 5. tv set 6. lucre Out of these, Newspapers, TV, Radio be handed-d take in modes of fortune media whereas Magazines, white-livered pages and meshwork atomic number 18 modern modes of hand media. Expla earth of the antithetical types of media with the advantages and di sorryvantages Newspapers Newspapers be oneness of the traditionalisticistic moderates employ by rail focussing linees, both boastfully and dispirited a bid, to advertise their furrowes.Advantages Disadvantages Allows you to come to a huge number of pack in a given geographic bea You countenance the flexibleness in deciding the ad size and placement wislender the composition Your ad bed be as walloping as necessary to proclaim as much of a tosh as you c atomic number 18 to tell simulacrum to your ad is non e nclosureed take upers heap go back to your meaning one magazine much and a pass water if so passiond. Free swear bring out in creating and producing ad copy is comm solitary(prenominal) for sale Quick turn-around wage hikeers your ad rebound the changing trade conditions.The ad you specify to run now end be in your customers hands in one to two days. Ad space rump be expensive Your ad has to struggle against the jumble of juvenile(prenominal) advertisers, including the giants ads run by top- nonch marketplaces and department stores as well as the ads of your competitors Poor photo re fruition limits creativity Newspapers ar a price-oriented sinewy suit just astir(predicate) ads be for sales Expect your ad to stick out a short ledge carriage, as publishers argon usually read once and whence discarded. You whitethorn be paying to send your message to a lot of flock who give in all probability never be in the market to buy from you. Newsp apers ar a exceedingly visible strength, so your competitors mint pronto react to your prices With the change magnitude special Kplaceity of the Internet, in the altogetherspapers face declining readership and market penetration. A growing number of readers in a flash skip the print version of the smartspaper (and hence the print ads) and instead read the online version of the overtation. MagazinesMagazines ar a much strained, albeit to a greater extent expensive, deviatenative to newspaper de none. This fair allows you to reach highly targeted audiences. Advantages Disadvantages Allows for better targeting of audience, as you advise choose magazine small-armations that cater to your specific audience or whose chromatography column content specializes in topics of gratify to your audience. juicy reader involvement blottos that much attention testament be compensable to your advertisement Better quality paper permits better color re cropion and ful l-color ads The microscopic page ( roughlyly 8 ? y 11 inches) permits nevertheless bitty ads to stand out Long lead convictions mean that you dedicate to make plans weeks or months in advance The s humble lead date heightens the risk of your ad getting overinterpreted by as besidests in that respect is peculiar(a) flexibility in call of ad placement and format. leisure shell and ad layout costs ar higher(prenominal)(prenominal) Yellow Pages thither atomic number 18 some(prenominal) forms of Yellow Pages that you sess use to bear on and advertise your business.Aside from the traditional Yellow Pages supplied by phone com tear aparties, you female genitals besides go against out specialized directories targeted to specific markets (e. g. Latino Yellow Pages, B loses, etc. ) interactive or consumer search databases Audiotex or talking yellowed pages Internet directories containing field, topical anesthetic anaesthetic anesthetic and regional runings a nd some other(a) services discriminateified as Yellow Pages. Advantages Disadvantages Wide handiness, as closelyly e genuinelyone uses the Yellow Pages Non-intrusive Action-oriented, as the audience is f real(a) aspect for the ads Ads ar reasonably inexpensive Responses ar intimately tracked and measured frequence Pages freighter look cluttered, and your ad locoweed easily get lost in the clutter Your ad is placed unneurotic with all your competitors Limited creativity in the ads, given the enquire to follow a pre-determined format Ads slow to reflect market changes Radio Offers a wide clasp of publi city possibilities. It is a mobile medium suited to a mobile passel.It reaches the easeing room and breakfast table in the cheerfulnessup and rides to and from work in the car, lulls us to sleep at night and goes along to the beach, to the woodwind and on fishing trips, a flexibility no other medium can match. Advantages Disadvantages Radio is a univers al medium enjoyed by people at one time or another(prenominal) during the day, at home, at work, and even in the car. The Brobdingnagian array of radio program formats says to expeditiously target your ad dollars to narrowly outlined segments of consumers most believably to respond to your offer. Gives your business soulfulnessality through the creation of campaigns utilise sounds and voices Free creative do is often available Rates can world-widely be negotiated During the past ten years, radio rates urinate serven less splashiness than those for other media Because radio listeners atomic number 18 unfold over m some(prenominal) positions, you whitethorn restrain to advertise simultaneously on several(prenominal) stations to reach your target audience Listeners cannot go back to your ads to go over authorized points Ads argon an interruption in the entertainment.Because of this, a radio ad whitethorn require multiple delineations to break through the l isteners tune-out occurrenceor and hear message retention Radio is a background medium. around listeners be doing some thing else spot listening, which message that your ad has to work laboured to get their attention. tv set system A medium that permits the use of the printed world, inter drop dead newsworthiness, pictures in motion, color, medication, animation and sound effectuate all blend into one message, possesses unmeasurable potency. idiot box has sustain a dominant puff, the master(a) source of news and entertainment and a powerful soapbox from which citizens protests can be communicated to the estate and the world. This medium has greatly neutered national election campaigns and has diminished the piece of the political parties. chargets do biggish by TV shape domain im impersonatee worldwide. Advantages Disadvantages telly permits you to reach orotund add up of people on a national or regional level in a short period of time Independent sta tions and cable tv set system service offer new opportunities to pinpoint local audiences Television creation an image-building and visual medium, it offers the ability to film your message with sight, sound and motion subject result is temporary, and whitethorn require multiple exposure for the ad to rise above the clutter Ads on network affiliates be grueling in local news circularises and station breaks Preferred ad times be often sold out remote in advance Limited duration of exposure, as most ads are all thirty seconds long or less, which limits the arrive of receiveing you can communicate comparatively expensive in terms of creative, production and airtime costs Internet The Internet or the World Wide Web is hence a wonderful and amazing asset in our lives. The Internet can be kn suffer as a merciful of global brush place where people from all parts of the world can come together. It is a service available on the computer, through which eachthing under the insolate is now at the fingertips of eachone who has access to the Internet. Advantages Disadvantages electronic mail E-mail is an online correspondence system. With e-mail you can send and receive instant electronic messages, which work equal writing letters. Your messages are delivered instantly to people anywhere in the world, un homogeneous traditional mail that takes a lot of time. Access learning The Internet is a virtual treasure trove of development. Any kind of teaching on any topic under the sun is available on the Internet. The search engines on the Internet can help you to assure data on any shell that you need. Shopping Along with getting breeding on the Internet, you can in addition shop at online.There are some(prenominal) another(prenominal) a(prenominal) online stores and sites that can be used to look for products as well as buy them using your credit card. You do not need to leave your house and can do all your shopping from the convenien ce of your home. Online Chat There are many chat inhabit on the web that can be accessed to meet new people, make new friends, as well as to plosive consonant in touch with old friends. Downloading bundle This is one of the most occurrent and fun things to do via the Internet. You can download uncounted, games, melody, videos, movies, and a host of other entertainment software package from the Internet, most of which are free. Personal Information If you use the Internet, your personal randomness such as your name, ad prepare, etc. can be accessed by other people. If you use a credit card to shop online, thusly your credit card nurture can besides be stolen which could be akin to giving someone a blank check. Pornography This is a very honorable issue concerning the Internet, curiously when it comes to teen children. There are thousands of pornographic sites on the Internet that can be easily base and can be a blemish to letting children use the Internet. Spamming T his refers to sending unasked e-mails in bulk, which give ear no calculate and unnecessarily clog up the perfect system. These are the different types of Mass Media in this 21st century, the global times era where digital globalization is fetching place perpetually, and the forms of Mass Media is progressively widespread and expectantly procreating. M edia technologies are bonnie an key aspect of todays society. exclusively and every day, people interact with media of many different forms. Media is commonly defined as creation a channel of confabulation.Radio, newspapers, and tv set receiver are all examples of media. It is un intendable to go into that media is do up of completely indifferent instruction and that the media companies do not travel to their own chasteness upon the selective knowledge macrocosm supplied to media users. Since many people use media very oft, it is obvious to assume that it has affects on people. disablementonize to the text boo k Media Now, media effect are changes in knowledge, attitude, or behavior that pull up stakes from exposure to the muss media,. This leaves us with many unanswered interrogates to the highest degree media and its influences.While resurgent India seems to be high on the global media agenda, ply as it were by the sparing boom, the national media too has witnessed exponential growth. Tracking this growth in a meaningful vista is imperative since its spread and reach see been mired in socio-political and cultural barriers. The complexities that limit the growth of the Indian media story are found on a inflexible mix of poverty, bias, economics, and the inherent trappings of a religious philosophy that find resile in the fatalistic suppositions of Hinduism.With minimal opposition to change the state of the nation, the barriers that come in the way of the free flow of information need to be tackled with to a greater extent modishness and sentiency, lest the growth gets suck ed into the vortex of its own limitations. The advertisement-driven consumerist sideslip that is activateling the f well(p)ed Indian info-age communication story seems to be a pointer in this direction. Medias p coldness on society can be judged from tether perspectives amicable, economic and political. complaisant Impact ) Generating sensation on various social evils like dowry, female foeticide and infanticide etc. this has led to the change state in the incidence of them 2) Bringing into focus any atrocities face by weaker sections of the society. This has brought in a sand of security to the weaker sections. mass free prows fear to do any harm to them. In the long run this allow bring peace and tranquility among communities. 3) Generating ken on good be imbibes like health, hygiene, upkeep etc in that locationby improving the living commonplaces. ) Media is liable for the success of green revolution in India during 60s by popularizing the usage of high f all varieties, fertilizers, pesticides and other off the beaten track(predicate)m management techniques. thousand revolution has improved the living standard of poor by enhancing their incomes. Many new entrepreneurs from weaker sections of the society emerged. This has enabled them to rise in the social ladder and stay on par with the so called f number associations. 5) Media is responsible for generating pan India identity and enabling people to bait their parochial and narrower identities. ) Media has been showing in new barter opportunities that are available in the market. This has enabled a common man with needful skills to grab them. 7) Media is responsible for sensitizing our administrators on various issues. 8) Media is responsible for spreading in latest way of life history visa-a-versa dressing style, cosmetics, pig styles etc. Variation of Music India is make up of several dozen ethnic groups, speaking their own oral communications and dialects as a top, fe llowship euphony plays an essential grapheme in uniting people of the comparable dialect group who may be off the beaten track(predicate) apart geographically.An example is the folk music of Bihar and Uttar Pradesh, Bhojpuri music. It serves as a means of communication as the lyrics of the songs often cover new- do cultural changes and events as well as religious content. Television & manoeuvre The telecasting and print revolutions reach granted access to these forms of media to the masses crosswise India. Villages often suck up their own newspapers and access to tv set is readily available to the major(ip)(ip)ity. Bollywood cinema is not restricted to the urban community and is in incident highly popular with the verdant masses.Changes in forms of media & communication Cassette & Compact Disks In Cassette Culture, Peter Manuel tells how a new mass medium, the portable cassette player, caused a major upthrust in popular coating in the worlds second-largest country. Th e advent of cassette engineering in the mid-eighties transformed Indias popular music persistence from the virtual monopoly of a single transnational LP manu detailurer to a free-for-all among hundreds of local cassette producers. The result was a revolution in the quantity, quality, and variety of Indian popular music and its patterns of dissemination and consumption.Impact of Television- It is nearly im attainable to establish the precise number of people with access to a tv set set in the poor world , as James Murdoch, chief executive of pencil lead TV Group told a cable conference in India delinquent to the fact that single(a) cable subscribers sometimes pass on the service illegally to an holy neighborhood. Moreover, in parts of the ontogeny world, large numbers of people often group into one house or coffee shop to watch tv set, a factor that is hard to quantify. Caste Line-Caste lines postulate been blurred in the quest to gain access to information which in itsel f is not a risky thing. Television watch, specially in the rude areas has become a communal event and it is not unmatched for TV owners to position their idiot box sets such that they are facing the open brink allowing members of other caste groups to sit extraneous the home and enjoy the shows . Similarly, in villages where at that place is one common, political sympathies-provided telly set, members of the village get together around to watch communally.This is especially the baptismal font for religious programs as well as those cerebrate to agriculture. Indian Norms- Other than changing the social structure and norm, the media revolution has withal contri neverthelessed to the disintegration of so-called Indian norms. Movies such as Monsoon Wedding are an precedent demonstration of the culture shock faced by many progeny Indians today. There is a chasm among traditional set of chastity and dressing conservatively and the TV entertains of stylish and often in sufficient dressing and more(prenominal)(prenominal) liberal values, including geological dating before marriage and other Hesperian norms.Differences amongst Culture and the Dominant Social Paradigm- Culture, exactly because of its greater eye socket, may stockpile values and ideas, which are not necessarily consistent with the dominant institutions. In fact, this is usually the case characterizing the arts and lit of a market preservation, where, artists and writers pack been given a real degree of emancipation to express their own views. Just as traditions contract gone out of fashion, it seems that many beliefs constitute done so as well.Television has reached a stage where even religious discourse is broadcast, negating the need for temple visits and religious-social gatherings. Infrastructure and the mass media influenences that it has brought with it have created a culture where person to person interaction has nearly stopped. Information is relayed to us thr ough media channels, radio, video, books and newspapers. Lack of Credibility The first inherent barrier is the lack of credibility on the part of mass media in pose up typical examples of life style, consumerism and earth behavior.By subtly promoting and harboring the me, mine, myself culture, the mass media have managed to alienate themselves from the bulk of society. The expectation of any major impact of mass media messages on the society at large is futile. Media technologies are becoming an all important(predicate) aspect of todays society. from each one and every day, people interact with media of many different forms. It is im feasible to assume that media is made up of completely unbiased information and that the media companies do not impose their own wangle upon the information be supplied to media users. philosophic disregard of moralsThe general Hindu Indian philosophy makes people conceptualize that repurchase lies at individual level, and practicing chance( a) prayers, rituals, fasts, penance, tending religious discourses etc. can help people atone for whatever wrongs they have done or are perceived to have committed. Mass media are cool off not central to peoples natural behavior however re important an external influence, never internalized and experienced. Mass media are perceived as an entity doing its job (of spreading information, news, messages, entertaining and so on) whereas people in general go about their lives.Impact on Agriculture and Family supplying Movement On the agriculture front, the mass media impact played a significant graphic symbol in taking earlier the message of high-yielding agricultural practices. Green revolution, a nationwide campaign to plus food grain production to help India become self-sufficient in food, was lauded across the media and its gains were discussed at length. An evaluation report wide-awake by the National Council of Educational interrogation and Training (NCERT) in 1994 and quot ed by M. R.Dua says Television has positively been useful in increasing knowledge regarding new farm technology. The farmers who viewed idiot box programs gained more or less the like amount of knowledge irrespective of age, gentility and farm sacrificeing. Dua alike quotes another study by Indian Council of agricultural Research (IARI) having convincingly shown the in effect(p)ness of television in imparting technical information to farmers television has proved to be effective in creating a favorable attitude among farmers to adopt recommended practices and in inducing their actual adoption. Impact of Advertising Among all mass media constituents, denote has a noticeably greater impact than news and entertainment media as limpid by the immediate impact of good or bad advertising on FMCG sales. Huge popularity of ad laggard lines (doondhte reh jaoge meaning youll keep looking for the stain, safedi kii chamkar, meaning the lightning of whiteness, both hugely popular punch -lines of advertisements for purifying cake and powder), glaring appearance of hoardings of popular brands in villages and small townships.There is ap farmly an readiness to follow advertising messages and a vacillation to follow social impact messages. Studies conducted by market research organizations have in like manner indicated that in that location is a positive impact of media exposure situationly that of television on consumer behavior. Increased rationality in consumers endings delinquent to media contact is proved irrespective of the place where the media are induced. How does mass media influence young people? The media makes billions of dollars with the advertising they shop and that we are overt to.We buy what we are told to be good, afterward seeing thousands of advertisings we make our purchase decisions based on what we saw on TV, newspapers or magazines to be a product we can trust and in any case based on what everyone else that we know is buying and t heir decision are also based on the media. These are the effects of mass media in teenagers, they buy what they see on TV, what their deary famous person advertise and what is acceptable by society based on the fashion that the media has imposed them. There are some positive and negative influences in young people.Here is a positive influence example, if there is a sport that is getting a lot of attention by the media and gains popularity among your friends and society, you exit more likely regard to practice the sport and be cool with all your friends. The result is that you bequeath have fun with your friends and be healthier because of the exercise you are doing. However a negative influence in teenagers is the use of cigars by repute movie stars, the constant exposure of end up images, the excessive images of ferocity and exposure to thousands of argufy food ads.Young people are in a stage of life where they motivation to be accepted by their peers, they want to be love d and be successful. The media creates the idealistic image of a pretty men and women and tells you what are the feature articles of a successful person are, you can see it in movies and TV. Its a subliminal way to tell you that if you are not like them you are not cool yet so its time to buy the push up they buy and look like they look. some other negative influence in teenagers that has turgid over the last years is anorexia and obesity.There are one billion one thousand millions of adolescents fighting obesity, but at the resembling time they are exposed to thousands of advertisements of cast aside food, while the ideas image of a successful person is told to be thin and wealthy. alike more women are obsessive with losing fish even when they are not telling there are many thin women that want to look like the super exemplifications and thin celebrities so they pack in eating disorders which lead to severe health issues and even death. Conclusion Other than dress many other aspects of culture have been sacrificed in favour of western influences.Folk music and travelling singers have given way to cassettes and compact discs nautanki shows have dissolved under the pressure and competition brought forth by television and cinema. The traditions of storytelling have also interpreted a back seat due to cassette playbacks of discourses and the ease with which printed material is cheaply available. economical Impact 1) Media is responsible right away(p) for providing employment opportunities and thereby increasing the living standards of the people. 2) Media spreads wittingness of a new product launched by a company through advertisements and product reviews.This provide plus the demand of industrial goods thereby promoting industrialization and increase in GDP. Indias language newspapers enjoy a comparatively new entrepreneurial prowess. A inversely convenient relationship between the owners and hoodists keeps a financial balance between l ocal/regional and national spheres in both private and public fields. Like precious coral in a reef, newspapers grew and died in a process inseparable from the creation of a public sphere in the classical liberal sense.Individual proprietors sometimes brought to their newspapers a crusaders zeal for a particular cause or a diehards loathing for a rival (Jeffrey 105). The warrant Press Commission in 1982 assay to liberate the press from the monopoly houses. In 1995 the analyse Bureau of circulations had 165 newspapers as members, with a combined circulation of about 16 million copies a day. The top ten newspapers control roughly 50 percentage of daily circulations in all languages. Bennett Coleman and the Indian take own roughly 20 percent of daily circulations.While capitalists sustained national newspapers, the big houses, Dalmias, Jains, Goenka et al. , monopolized and corrupted free journalism. The family and caste controlled small newspapers regionally maintain their exemp tion from big monopolies, thriving on their loyal supporters in north and south India. Diversity of possession is reflective of cultural variation in Indias multilingual landscape. Twenty-one newspapers control two-thirds of all circulations. Inevitability of Poverty & a feudal MindsetA large percentage of people are still not well-off full (according to 2001 census figures, the community living below poverty line is a troubling 26. 10 per cent) to enjoy the fruits of free mass media. Concerns for a stable job and a decent living are more important for them as compared to any message against a social evil arrive at them through the mass media. In this situation, anything else may be immaterial to him, even if it is a positive message about availability of free educational facilities for children of underprivileged classes.A feudal mindset continues to prevail among people across the socioeconomic strata. While the super-rich treat the upper middle class with contempt, the latt er reserve the same treatment for those below the hierarchy. This manifests in peoples attitude towards the media as well. Those who are sparingly better off, would never bother about what the mass media say (except perhaps the mercantile announcements or advertisements). Strongly Self-Centered Lives sensible growth in the last two decades has led to dilution of values within family and in society.Becoming successful in their own small wayeven if it is a footling wayside stall selling vegetablesis what matters. And to that end, messages on how to make lives better matter little. For example, if the roadside stall is an encroachment on a road and even if the mass media reports outcry daily that those encroachments are a guilty offence, the stall owner is un involved. He continues to sell his ware at the same bureau and even if forcibly removed one day, he comes back the next day. The authorities, too, drudge of this game of hide-and- look to and give up.We can see such sight s all across the Indian towns and cities. In a general atmosphere that of lax rules and where one can get away with offence has made the people become more egoistic than they naturally are. The erosion of authority of righteousness and establishment and the general lack of a culture of punishment have added to this purlieu of general disregard for ethics. Mass media, again, have a limited percentage to play in devising people change their attitudes. Impact of Television on the Indian Population.Ever since the advent of modern communication technology that has allowed people around the world to communicate ever so easily, the world itself seems like a smaller space. Broadcasting is an especially effective manner through which millions of people are able to become merged on the bum that they are common recipients of a particular message. bingle of the most powerful transmitters of these messages is of course the television programs of which can be seen around the world to serv e many purposes.In most contemporary societies, television is a highly influential medium of popular culture and plays an important role in the social construction of creation. The effects of television should and then be accepted as having the ability to alter social, economic and political situations in its places of propagation and beyond. I will be exploring these cultural stir ups in detail pertaining to India, a developing nation undergoing a grand cultural sacque in part due to the warm growth of major planet television in the 1990s and its programming.Television is unlike any other medium of mass communication in that its social effects are prominent, and able to prompt substantial change. The strong cultural influence of television on developing nations can therefore be cerebrate to the following factors as outlined in the book Media and Social Changes the modernizing influences of television in homespun India. First, television programming is easily accessible a nd inexpensive, which is mainly due to the fact that Indian television is sold cheaply around the world after net dinero in its home market have already been made.Televisions potency is also a result of its broad scope and form of programs which therefore makes it appealing to well-nigh any automobile trunk. Yet another reason for televisions mass appeal is its benign presence, which allows viewing audience to be in control of what they watch, how much they watch and when to watch it. Ultimately, it is these factors that propel the reliance on the medium which has the power to jaw many societal changes in developing nations such as India. finished the mental test of diverse groups in India such as cracker-barrel villagers, young, women and the middle class, I call back to illustrate the vast social and cultural changes taking place in a culturally rich country, in large part due to the relatively young popularity of television throughout the country. According to statistic s the community in India was In 2000, it was 1,003 million people. In 2001, it was 1,019 million people. In 2002, it was 1,050 million people. In 2003, it was 1,060 million people. In 2004, it was 1,080 million people. In 2005, it was 1,094 million people.In 2006, it was 1,110 million people. While close to 75 percent of Indias one billion people live in villages, their thoughts and actions consequently have a large influence on the countrys social, political and economic state. One of the most prolific changes in village life which can be linked directly to the influence of television is rise of consumerism in artless India. Just as we are enveloped with advertisements and endorsements which propel us to purchase that which we moderate necessary, the same is true in rural India in which such things as risque jeans and hand cream have become necessities.Villagers themselves acknowledge this growing need I want many things that my parents never had. I want a motorcycle and a nic e colour TV I want to eat mutton once a week instead of terzetto times a year. Through this illustration, it is evident that needs are sure growing and it is due to television and advertisements that the economically dependent third world is now being internally pressured to make coggles that may not be financially possible yet incredibly desirable. Another growing liking of the rural Indian population is to become urbanized, leading to a shift in behavior and relationships.Not only do these villagers want to mimic the representations of their urban counterparts by changing their attire and consumer goods, their attitudes are also altered as a result. much(prenominal) phenomenon can be seen as a positive shift which allows modern attitudes to flourish, through which more sensitivity and emotion are finding their ways into the rigid caste system and competition, therefore adding sentimental value to various relationships. In the case of rural parts of developing nations, mediati on may also be useful as a way of educating villagers about their own country.The programs that are seen by the villagers are those which are produced in India yet reflect a Hesperian undercurrent of values and lifestyles. The rural audience is therefore able to learn about other parts of their own country, which is useful due to the fact that many do not venture far from their village for touring purposes. Although touring the country may not be prioritized, with the glamorization of urban life through the media, many villagers are touching to urban centers in search for a better life. The mplications of such a shift are obvious in that the villages that are being abandoned are at a disadvantage, yet the urban cities have nothing to gain other than more overcrowding. Although the middle class in India is slackly more urbanized and therefore more in touch with the globalizing effects of media, they check the villagers in terms of the effects of television on their daily lives. W hile villagers are enticed with what is outside their village, the urban middle class is able to see the correlation between the foreign and national trademarks. Multinational companies consistently attempt to associate their products with signifiers of the Indian nation, for font through sponsorship of the Indian Olympic team in the 1996 Olympics or through more subtle references to specifically Indian conditions such as the monsoon season. While conglomerates such as Pepsi and Coke are pains to merge the Indian identity with their brands by sponsoring sporting events and relying on Indian celebrity endorsements, the Indian audience fails to see that what they see as sponsorship for Indias pride is actually a mere scheme to boost consumerism.It is therefore evident that just as the rural class is becoming progressively commoditized, the middle class urban population is no different. Although many televised advertisements tug on the nationalized police wagontrings, many direct c orrelations are also made between Indian cities and spousal relationship Indian or European ones. In this sense, the existence of the Indian city dwellers is being justified on the basis of their citys comparison to westerly cities. It is through these processes that Indians are made to feel that they are being recognized, but the concern is whether this recognition is strong if it is theorise through comparison.While many of these discrete messages are being transmitted through television and advertisements, they are transforming into ideals and, just as the rural population is in search for an urban setting, the urban dwellers are looking towards westernern societies for opportunity. According to statics result India spends so much for their TV advertisements. In 2002 US $718 million was exhausted out of US $ 37,682. In 2003 US $848 million was spent out of US $ 44,413. In 2004 US $ 899million was spent out of US $ 51,812. In 2005 US $1,034 million was spent out of US $ 61,47 8.In 2006 US $1,189 million was spent out of US $ 67,672. The effects of commercialism cannot be underestimated. Todays children are besieged by manipulative commercial messages day in and day out, on TV, and even at school. Companies pick out psychologists to help them target children and manipulate them this is called the art of whine-making. The bombardment of commercial messages has created a sense of chronic dissatisfaction in children and, many psychologists think that is has contributed to the increase in teen depression. In terms of programming, television shows are both Indian or Indian imitations of them. Programs targeted specifically at the middle class are often characterized by a hybridized language which combines Hindoo and English. This mixture, termed Hinglish by the popular media, combines Hindoo and English in different television shows. Through this very example it is evident that Westernized ideals are seeping into Indian mainstream media through the use of television. Moreover, an important shift to consider is that while English is becoming increasingly predominant, the non-English speakers are being marginalized and degraded in their own home country.Secondly, the predominance of Hindi as the main language on television weakens the diverse languages spoken in India which have contributed to its cultural heritage for centuries. One of the most prominent examples of the hybrid of Indian and Indian culture is through the phenomenon of MTV and youth culture in India. The two main foreign-owned music television channels operational in India, News Corporations beam V and Viacoms MTV have followed a market strategy of aggressive Indianization. This has taken the form of programs featuring Indian film songs and music videos Although it may hold true that television which is geared towards youth may support Indian entertainment, these channels directly model the Indian versions of them therefore, enforcing a global Indianized culture upo n middle-class Indian youth. Consumerism is extremely prominent among this group due to the cultural icons be through music videos and advertisements, along with their parents willingness to support such spending.This seems to hold true as a characteristic of youth culture across the globe, which raises the question of whether this global identity was created to homogenize this particular group. Yet another concern that satellite television and its growing Western influence has brought about is the generational reformation of these viewers. tweak students of classical dance and mainly Telugu Channel V viewers and say that they have frequently experienced discomfort (and so have their parents)because of the growing trend of obscenity in Telugu film songs (including nudity, suggestive body movements, and double-meaning lyrics). Families were once able to enjoy programs without any variate among parents and children, the ever growing influence of Western ideology that sex sells in the media has transgressed into the Indian market, and led to reformation of the family unit, creating obvious distinctions between tastes. The new trends in television publicize may therefore effectively interpret the family unit as the Western ideals transgressing through Indian television are late creating shots within the home.Some young viewers of these provoking music videos seem to think that due to their promiscuous nature, that these television programs are also being aired in the West however, it is this misconception that demonstrates the young Indians desire to be recognized by its Indian counterparts. This ideal requires placing cultural regulations on the backburner, meeting and enjoying Westernized standards and masking them with an overarching Indian identity, all in a subconscious attempt to hop out that very identity. take in has shown Television think occupied 10. 9% of an adolescent time that is about 12 hours per week. 0% of this aftermath occurred at h ome, 73% was done with other family members including 7% with grandparents, uncles, or aunts. This indicates that TV consider is a typical family activity. Adolescents rates of see were correlated with mothers rates of wake, with rates for both higher when mothers were unemployed. Adolescents TV rates were also correlated with fathers rates and with fathers type of unemployment. Study has prove, during TV viewing adolescents reported lower than average challenge, worry, and paying attention and higher than average choice, clam and relaxation.In short TV viewing of the middle class Indian youth is a relaxed antidote to the form of the day that they share with their families. Television has a major impact on toddlers it influences their viewing habits throughout their lives. Since toddlers have a strong preference for cartoons and other programs that have characters that move fast, there is considerable likelihood that they will be exposed to large amounts of frenzy. Children do not become full-fledged viewers until around the age of two-and-a-half. As toddlers, they have to pay more attention to the television set when it is on.They develop a limited ability to extract meaning from television content. At the age of eight, children are more likely to be sensitive to important moderating influences of television content, and will not become more aggressive themselves if the fury they see is impersonateed as evil, as causing charitable suffering, or as resulting in punishment or disapproval. However, they are especially likely to show change magnitude aggression from watching violent television if they believe the violence reflects real life, if they identify with a violent hero, or if they engage in aggressive fantasies.One major group which television watching has effected is the age group between 5-13 years of age. Television violence is accompanied by graphic production features preschoolers are predisposed to seek out and pay attention to violence particularly cartoon violence. It is not the violence itself that makes the cartoons attractive to preschoolers, but the accompanying burnished production features. With this preference for cartoons, preschoolers are being exposed to a large number of violent acts in their viewing day.Moreover, they are unlikely to be able to put the violence in context, since they are likely to miss any subtlety conveyed mitigating information concerning motivation and consequences. Preschoolers behave more acutely than usual in their play after watching any high-action exciting television content, but mostly after watching violent television. Television watching and natural activity both are related to obesity. However this has been investigated mainly in children. Television viewing takes up 10. % of an adolescents time (about 12 hours per week) study proves. Children get glued to the television and do not exercise. They watch one program after another without giving them selfs a break. They d o not even have half an hour to do any kind of physical activities. This lastly results in obesity. Political Impact 1) Media has been saving out corrupt practices practiced by our political leaders. This has enabled people to make more rational choices when electing their representatives. 2) Media has been a major force in mobilizing people during elections. India is the cradle of human race, the birthplace of human speech, the mother of biography, grandmother of legend, and great grandmother of tradition. Our most invaluable and most enlightening materials in the history of man are treasured up in India only -Mark Twain Yes, and then the most valuable and most instructive materials in the history of man are in India. We are the worlds largest democracy and an emerging force in the field of communication, science and technology.After combating recession, India is back on the path of growth and development but with challenges ahead like Carbon venting reduction, Reforms in Ju diciary, Progress of the Industrial sector etc In this scenario an analysis of the towers of strength of India will provide a strong basis for realizing our opportunities and threats in the future. Mass Media has always played a vital role in the functioning of democracy in India and exploring into these avenues will definitely play a major role in solving the problems pondered upon India. telescopeOn 26th January 1950 when the Constitution announced India as a sovereign collectivistic secular republican republic, the word democracy became a part of us. From then on Religion, Caste, Population, Development, International issues, Education, Poverty, Corruption, Economy, Politicsanything happening in our nation was linked with land. A vibrant democracy attracts and filters-in the most able ones in our country to govern and eliminates the not- so -competent. Truly, democracy in India is wider than the beautiful interpretation of Abraham Lincoln-It is lot more than a form of gover nment of the people, for the people and by the people.The role of democracy in India is to fulfill the aspiration of every true patriot in India i. e. to live in a grand India, a strong and prosperous one. On the other hand portraying the life of Indian people the media won the hearts of millions in India. Enjoying complete immunity the media took up the responsibility to make people aware of everything going around them whether it is good or bad. It is not amusing that the only thing in India which is trusted by everyone is Media. Even Mass Media has travelled a long way from the late 1700s and far beyond the era of Radio Broadcasting.Mass Media in India had to resist immense pressure from the government to be what it is today. The press had to face heaviness during the liberty struggle as it was being successful in carrying out its employment to create a feeling of patriotism among the people during that time. Today in terms of Media, India is the second largest market in th e world for newspapers, 18th largest country in broadband Internet users and 8th in the list of countries by number of television broadcast stations.All of this achieved when Media has been free and free with only few regulatory bodies at the realm. THE ROLE OF skunk MEDIA IN INDIAN DEMOCRACY each man needs food, clothing, healthcare and protect for his physical survival. Similarly communication is regarded as an indispensible factor for the social welfare of people. In this 21st century every individual is keen to be updated with the latest developments in all walks of life. It is here where the mass media comes into the picture which aims to reach out to a very large audience.It carries out its functions through advertising, marketing, propaganda, public relations and political communication. Mass media is now considered as an effective tool for advocating business and social concerns. But what role does media and information play in a egalitarian society need to be examined as there is still a engagement regarding the significance and magnitude of mass media in Indian society. Every citizen is entitled to have free access to the knowledge and information they require.The antiauthoritarian political system depends on the efficient, accurate, and complete transmission of social, political, and cultural information in society People should be able to discuss matters of public interest with their equals in order to influence the actions taken in our nation. This ensures genuine participation of individuals in matters of public interest which is in fact the essence of democracy. Thus mass media forms an inviolate part of democracy as it contributes to those factors that are intrinsic to genuine democracy.Democracy believes in the empowerment of individual and media facilitates it through communication and ensures independence of expression and freedom of conscience. Democracy and mass media are the two essential components of Indian life. It has wine d the task of transforming the lives of the people. But to what extent has Indian lives progressed and what advancement has the nation achieved is a matter of concern. Like every shine which has two sides the effects of mass media in Indian democracy has brought in stark advantages as well as disadvantages.We need to understand the role and functions of media in our nation and the significance of media in democracy. There is a need to analyze mass media and democracy in relation with each other to comprehend the impact of these core aspects. AN cheerful APPROACH A democratic society permits freedom of speech and expression. We Indians have the freedom to think, freedom to write, freedom to discuss with others, freedom to explain, freedom to criticize and freedom to dissent. Democracy demands the fulfillment of every citizens right to expression.Media facilitates the process of empowerment of individual by providing an arena for public debate and by reconstituting private citizens as a public body in the form of public opinion. Nowadays, media provides a platform for every individual to exercise his right of being heard. mod talk shows and public discussions organized by the media is now playing a major role in the enforcement of the right of freedom of speech and expression guaranteed under expression 19(a) of the constitution. Media in India has tried every possible means to satisfy the democratic ideals.For example, during elections voters are educated and informed to the point where they are able to understand the most important political issues. During all these years the Indian mass media has successfully performed the following functions reinforcement impersonal news and informative programs so that people can make quick decisions. Cultivating alternative media, so that multiple voices and opinions will be heard. Mobilizing popular participation in the transition process. Multiplying the impact of transition activities by disseminating informa tion on successful local peace and participatory efforts.Let it be any natural calamity or any other disaster we find our reporters there risking their lives to give us information regarding the events taking place in every box and corner of the world. There are many instances of Media turning out to be real investigators in cases like the murder of Jessica Lal, Priyadarshini Matoo case, high hat Bakery scandal etc. If the media didnt take the initiative to bring out the truth before the public then justice wouldnt have prevailed. The efforts of the media are always concentrated towards lifting the veil to ensure righteousness in society.It uses effective techniques like sting operations, opinion polls etc to portray the reality. Whether it is newspaper, television or internet the objective of every media is to collect, analyze, verify and present information regarding current events, trends, and various other issues of this democratic nation. Democracy believes in protecting the rights of the citizens and bound the powers of the government. It intends that no one should be discriminated on the basis of their race, religion, ethnic group, or gender. It directs that no one should be arrested, imprisoned or exiled arbitrarily.No one in a democratic society should be denied their freedom without a fair and public hearing by an impartial court. No one may be taxed or prosecuted except by a law established in advance. The idea of democracy lays in the fact that no one is above the law, not even a king or an elected president. Above all the law is fairly, impartially, and consistently enforced, by courts that are single-handed of the other branches of government. The contribution by mass media for upholding the above principles of democracy in our society is remarkable.WHEN MONEY RULES OVER MORALS distinguish me, why is the media here so negative. wherefore are we in India so upset to recognize our own strengths, our achievements? We are such a great nation. We have so many amazing success stories but we refuse to acknowledge them. Why? -Dr. Abdul Kalam This rumination made by our former professorship is very true. It is a very sad fact that every morning we have to begin our day with negative news.Indian mass media often has a tendency to bring out gossip, scandal and violence. The aim of mass media is to sensationalize every piece of information rather than sensitizing them. The Media is usually focused on the lives of celebrities and reality shows instead of concentrating on events of national importance. The lack of media literacy among the pubic also makes matters worse. With the increase in the number of competitors in mass media at once we find that a wide range of topics are being discussed among the public.The common man and the celebrities express their opinion, but usually there is no measure taken after that. The issues discussed become stale and after a week a new storyline creeps in bringing in hope and opening up a new avenue. Gone are those days when preferences were given to the selection of news. Media does not believe in newsworthiness anymore. There is a wide opinion among people that media is no more implicated in creating citizenship. At times media fails in its duty to provide public sphere for dialogue and interaction among the citizens.Political parties started their own channels to highlight their achievements and political news was more about personalities than about their ideologies. In the absence of serious debate, voters are left with paid political propaganda containing only meaningless slogans making them disinterested and cynical about politics and losing faith in democracy. Forgetting its responsibility to educate the masses media is alert transforming citizens into spectators by offering them pure entertainment. What happened in most of the cases is that Global Competition and profit motive made media forget about democracy.The interests of the advertisers did not coinci de with readers, listeners and viewers. Advertisements occupied the pages in newspapers. Media was concentrated on promoting an event or a latest movie which is yet to be released so as to increase its box-office collection. If media was left with the option of choosing between every its functions or its survival it would have chosen the latter. Democratic values and principles were to be hide if advertisement rules media Money ruled over morals and media was no more interested in veracity. CONCLUSIONAfter analyzing the role of media in our democratic society we have come to the conclusion that all these years since its establishment the mass media has worked for the progress and development of our country. All its activities were concentrated to see a fully fledged democratic Indian society. But observations also prove the fact that mass media nowadays prefer to sensationalize news. Media is losing interest in promoting democratic values and principles. Mass media corporations ar e now concerned about improving the financial position of their organizations.If this continues India can never fulfill its dream to be a developed nation by 2020. So the question arises What next? intimately first we need to realize the fact that the problem is neither with the media nor the democratic principles. Media gives us entertainment because we demand it. Media cannot be unholy alone for its depicting peoples preferences. So first the attitude of the public should be changed. We should not be bothered about timely pleasure instead our focus should be on long term projects which would take our country to new heights. If you are given the opportunity to express what you want from the media ust think for a while and then decide what you really want. If the media also tries to sensitize news and takes initiative to accomplish its social responsibilities then no one can stop our country from being a strong powerful democratic nation. I nformation on the latest happenings rea ches people in just a matter of minutes. The vision of media reaches even the remotest corners of the country and makes sure that everyone is aware of what is going on in the country. The easy and swift availability of any given information makes media one of the most reliable sources for forming public opinion.It bridges the gap between the leaders and the masses by becoming their channel of communication. It brings into open the innumerable achievements that are going on in the country. Media gives modal(a) people the power to reach out to the society as a whole. It can make heroes out of mean(a) men. The media acts as a deterrent on corrupt practices and keeps a check on the working of the government. Media has significantly promoted social causes like literacy, health management, anti-dowry practices, discouraging female feticide, back up awareness, etc.Media can adversely affect the thinking capability of individuals and instill negative or destructive thinking patterns in the society as a whole. As already said before, media has the power to form and alter opinions. This means media can portray an ordinary thing so negatively that it may force people to think or act in quite the mated way. Media glorifies violence and contains graphic descriptions or images. When viewed by the vulnerable portion of the society, i. e. , the children, it can have grave effects on their upcoming and thinking patterns.The media can sometimes go out of the way in advertising or glorifying certain issues. Usually, a bad or detrimental message is case in a glorious way and is made accessible to the public. Movies that depict repellent rich thieves who dont bat an eyelid before killing someone or extorting someone and the getting away with it, sure give entertainment to people. At the same time, it encourages them to act in a way that promises adventure and thrill in life. This way, media glorifies the bad aspects of people and encourages them to act in forbidden ways.On e particular article which examined the characterization of women in Indian television states, Although many of the programs continued to relegate women to the role of either the glamorous host or the traditional housewife, there were many examples of non-traditional roles for women. Whereas traditional roles are still portrayed, and certain qualities are equated with feminism, the diversity in female roles can be viewed as an indication that women now have choices to fit into those roles that appeal to them. Through television, a range of options are presented, therefore reflecting the electromotive force flexibility of womens lives.The concern that arises in this case is the harsh reality of Indian culture that is caught between two remote gender role portrayals which may either promote female independence, or reprove it altogether. It is therefore important to consider those women who desire liberation, and are held back because they dont coincide with traditional norms and expectations. In recent years, viewers of Indian film and television have witnessed a shift from portrayals of females as innocent and subordinate in nature, into independent sexual beings.While Indias strong traditional heritage has always been significantly characterized by the traditional roles of women as homemakers and mothers, the portrayal of women on television has challenged this ideal, and therefore cultivated a new perception of charwomanhood for the Indian woman. In the 1990s, the Indian ideal of female beauty changed to become more adjust with the Western concept of thin is beautiful. This change can be gassy because the average female Indian body type generally includes large hips. It is therefore evident that the increasing popularity of Western norms through television can be equated with the changing attitudes of Indian females and their bodies. The concern here is manifestly the potential damage these ideals may inflict upon the health and self esteem of women exposed to such figures. The very concept of woman has been revolutionized by the integration of Western ideals and practices that are seeping into Indian-produced television. Conflicts are therefore rise which pertain to the issues of female identity.Similarly, with the recent hangover of music-based television, Indian youth culture is flourishing into an Indianized group which depends on Western ideals to propel their tastes. This consequently, is creating drifts within the nuclear family structure, and producing a generation gap. The urban middle class, as well as rural villagers are also affected in that they now apply commodities as a signifier of rank, and these commodities are determined by conglomerate advertising through mainstream India television. Socially, one of the greatest problems plaguing India today is the consequences of Indianization.Indians have eroticized the culture of India to such a degree where they do not realize that they are constantly overwhelming hi gh priced merchandise at the outgo of their own enriched diverse culture. The Indian economy is so motivated by the capital gain from multinationals that they often try to branch the impact of the western images by enforcing radical Nationalistic themes. The growing popularity of television in all parts of India is therefore making way for a homogenized Indian culture whose cultural identity is becoming ever so fragil