NEW
MEDIA, CULTURE AND SOCIETY
There
is a silent revolution from New Media. It is extensively or intensively used by
Professionals, corporate, domestic services, Internet media users, observers,
specialists and even common man. The New Media impact along the news value
chain has affected the way the professionals work. It could be news consumers,
journalists, editors, business managers, advertisers, marketers, Public
relations agencies, alternative media activists, educators, academics,
government national policy makers. New media developments have influenced the
global communication processes. Several significant studies all over the world
during the turn of the new millennium, on the impact of new media reveal many
interesting facts.
The
primary point here is that technology not only in social networking sites but
also in other online social spaces functions architecturally, suggesting particular
uses or highlighting technological affordances. Technologies present a
collection of technical, social, human and historical circumstances that are
typical of the era within which they come to be. From this integrationist
perspective, the communicative affordances of technology are seamlessly
negotiated among individuals, society and the technology itself, producing
technology that is both ‘socially shaped and socially.
Culture, etymologically enunciated
means a set of habits which is cultivated consistently, i.e. cultivated habits
over a period of time. Culture of one time need not be the culture of another time
in history. As a whole, the day-to-day life style led by communities in
societies of different geographies aggregate to different cultures. Some of
today’s life styles connected concepts of culture are work culture, corporate
culture, media culture, mass culture, cultural hegemony, etc. Because virtual
geographies are founded upon a fluid premise of evolving connectivity, they are
situational and not static. Conceiving of them as static reflects an
imperialistic tendency to transfer the familiarity of the offline world online.
Because the offline and online worlds
operate in synergy rather than in isolation, a flexible architecture permits
online social systems to form organically and not as colonies of their offline
equivalents. that the world’s cultural change has been changing drastically
since its inception. It has been a dynamic process whereby the living cultures
of the world are changing and adapting to external or internal forces.
This process is occurring with western
culture as well as non-western culture, simply means that it is happening in
four connors of this world of living man. The indigenous culture is danger of
being ignoring. This has been even led to global social, economic, and
political crisis.
New Media and Society
Technology
not only in social networking sites but also in other online social spaces
functions architecturally, suggesting particular uses or highlighting
technological affordances. Technologies present a collection of technical,
social, human and historical circumstances that are typical of the era within
which they come to be. From this interactionist perspective, the communicative
affordances of technology are seamlessly negotiated among individuals, society
and the technology itself, producing technology that is both socially shaped
and socially shaping.
Sharma
(2006:07) states that media has a huge impact on society in
shaping the public opinion of the mass. The fact is that the world has observed
rapid cultural changes, which go in hand to hand with immorality and violation
of human dignity and this is much influenced by advancement in media
technology. Gen. Omar Bradley when he was speaking to The United Nations
Security Council once-up on time said.
“The world is becoming
the global village; our knowledge of science has clearly outstripped our
capacity to control it. We have too many men of science; too few men of Sermon
on the Mount. The world has achieved Brilliance without wisdom, power without
conscience. Ours is a world of nuclear grants and ethical infants. We know more
about war than we do about peace, more about killing than we do about living
there nations have no more taboos. This is our twentieth century’s claim to
distractions and progress.”(ibid).
Non-westerners receive information
from western countries; also they have the equal chance to upload their own
cultures. YouTube and Wikipedia are good examples to support the idea, people
all over the world express their opinions, exchange their cultural information
with anyone who has access to the Internet. Besides, we cannot ignore the fact
that people usually chat with friends, download news or entertain in their own
language, even though they have moved to other countries. Nowadays they can
obtain more information and learn the most updated news from the Internet.
Information
is no longer limited by the geographical location, believes that in present era
of globalization, majority of people in the society depends on information and
communication to remain connected with the world and do our daily activities like
work, entertainment, health care, education, socialization, travelling and
anything else that we have to do.
Always
communication is powerful, but not all powerful communication is most effective
when its impact is strengthened by other social factors and the messages
conveyed and are already reflected in public opinion or in emerging interest.
This implies that media impact on our lives is not total but reinforced by
other social factors in society. There
is an argument from journalist professionals that always the role of media is
to tell audiences what to discuss but does not tell them how to discuss the
issues. But the fact is that in most of time the audience reacts on unusual
message, and only message which meets their interest that ends-up the society
into new cultural practice.
The
world has been passing through different eras; stone age, Irene age, industrial
age, technological age now digital era. Digitally empowered men and women, who
would be somewhat alienated from the rest of the population, while acting as
their representatives at the table of global knowledge generation. Here that is
the fact that digital capitalism would like-an easily identified elite that
could be targeted with new media platform and marketing strategies so that they
participate in the global consumer feeding frenzy.
Today’s technology driven world,
people expect to have the means to communicate with others at any given moment.
The ability to create relationships based solely on mutual understandings and
shared common interests have fed the social media phenomena. In the past,
people were able to get together physically and discuss concerns or share
thoughts. In today’s world, the easy access to technology creates the situation
that, when you look around, people are often using smart phones or using their
computers to check on what’s happening in the world around them, providing a
feeling of connectedness.
Communication through use of
technology is changing the way people think of themselves and how they
communicate. They can get attention, always be heard, and never have to be
alone. Connecting electronically can also lead to isolation. They often don’t
allow the time to think or listen to each other with the constant sensory
stimulus of texts, tweets, Face book updates, emails and more.
Media
technology
expanded and matured, the electronic age began. Since that time mass media has
multiplied exponentially, information can be accessed faster and faster, more
and more information could be circulated and accessed. As well as information
circulating, marketing and were now able to reach more people, and target
audiences based on individuals’ internet use.
Media
extends out to large masses of people and provides information to the public on
various subjects, entertain, and to gratify people’s curiosities. As mass media
has expanded and become more obtainable cell phones, touch, and laptops so have
the influences on a person’s cognitive ability. It would appear that the
individual has become more reliable on consulting the media.
In briefly The power of media to bring
the cultural homogeneity and imperialism among the different societies of the
global, started when main stream media under the control of other countries and
it is clearly defined that main stream media will promote the culture of their
own country. Cable, internet and satellite television are a key factors for the
promotion global behaviour or western culture among the under developing
nations. Exposure to TV creates the perception of outer world in the mind of viewers.
Television, radios, social network and other channel of communication have
extremely influenced our particular cultural ideology and it is a great threat
to local and nation culture. Mass media have promoted the global culture but it
has destroyed cultural identity of individuals. The living cultures of the
world are changing and adapting to external or internal forces.
This process is occurring with western
culture as well as non-western culture and indigenous culture and culture of
the world, the behavior of the cultural change can be impacted by how
the media presents information towards the public. Print, radio, television, Internet, and
social networks are common types of media. Media extends out to large masses of
people and provides information to the public on various subjects, entertain,
and to gratify people’s curiosities. As mass media has expanded and become more
obtainable cell phones, touch, and laptops so have the influences on a person’s
cognitive ability. It would appear that
the individual has become more reliable on consulting the media.
