Mass
media activities have been commendable at any point of time of history in
informing, educating or entertaining the people all over the world. Every media
have had their share of effects on the society and has been responsible in
their own way for changes in social-economic and cultural
aspects.Multimedia,yet another part of new media use a combination of different
content forms of different media, in contrast to media that only use
traditional forms of printed or hand produced material.
Culture
and its facts
Some
of today’s life styles connected concepts of culture are work culture,corporate
culture, media culture, mass culture, cultural hegemony,etc Mathew Arnold, a
great literary critic in his book Culture and Anarchy(1869)says, “Culture knows
that the sweetness and light of the few must be imperfect until the raw and
unkindly masses of humanity are touched with sweetness and light”. Culture is
also connotative with traditions and customs followed by particular
societies.However, in the current context, this perspective blurs the
discussion of cultural impact of new media technologies.
Cultural
studies and technology
Technology
change resulting in urgent changes on human life, by the beginning of 21st
century has dictated the life-styles forcing inevitable acclimatization.
According to critique Swidler”consistencies across individuals come less from
common inculcation by cultural authorities than from the common dilemmas
institutional life poses in a given society”. Hence, this study critically
views for practicality of Global Communication Orders and the lack of a
comprehensive communication policy, particular to India. Also this study
assumes importance in post modern world where it seems like technology and
media together are forming a nexus to create a situation of waging a virtual
war on mankind.
Tendency
towards Cultural Globalization
As
global communication on the new media threatens to overtake sex as a pass time,
the very future of ‘mass media’ itself, and of profession, might be perceived to
be in jeopardy. The new media has potential dangers in making us lazy, block
social communication or create a separatist society, pop-up fundamental changes
in our values. The benefits and pitfalls of new medium are explored compared to
print.
Conclusion
and suggestions
Social
networking is simply redefining human communication and relationship; Because
of social networking sites, auto-sexual behavior of new-media is thought to be
safer. So communication policy should be clear, especially in a developing
situation. Absence of communication policy has affected growth of technology
and also maturity of readers, listeners or viewers. Extreme globalization
results in Loss of Nativity and that bring in drastic decreases in transfer of
life supportive knowledge from generation to generation.
....................By Faith Gabriella.
