Media impacts on culture identity

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1 Media Impacts on culture Identity Salman Khan CHAPTER ONE INTRODUCTION 1.1 Background of the study Every society has its own a particular culture and a culture is an identity of any individual and nation In this regard the earliest debates about the impact of culture narratives on way of life date from the ancient greeks.socrat, himself accused of corrupting youths, worried that children exposed to stories without distinction, would take into their souls teachings that are wholly opposite to those we wish them to be possessed of when they are grow up The playwright, on other hand he belied art should imitate life, that characters should be real, and that artist works should reflect the actual world even when that reality was impure (Roger.R, 2000).In the Republic, Plato developed classical view of art.it should aim, to instruct and uplift He worried that some staged performances glorified evil that common people watching might not be able to distinguish between art and reality Aristotle Plato student occupied a middle position in these debates, saying that art and stories should provide insight human condition but should entertain as well Since the time of early Greeks, concerns about Impacts of culture have continued (Campbell,e tal 2006) 1.1.1 Emergence of media The world media is the plural of medium.it is derived from the Latin word medium which means middle The media are different technological processes that facilitate communication between the sender of a message and receiver of that message The media surround us Our everyday lives are saturated by radio, television, newspapers, books, the internet, movies, recorded music, magazines and more (Croteau.D and Hoynes.W, 2000) The first major medium in western culture was the printing press in the sixteenth century which led to the reproduction and distribution of information and entertainment through pamphlets, books and then newspapers The development of mass production of paper increased media output During the late eighteenth and nineteenth centuries, the industrial revolution in Europe saw new forms of power and manufacturing lead to rapid development of printing technologies At the same time there was revolution in the communication systems of road, rail and water transport Major social changes and new forms of industrial production led to a massive growth in urban populations and new patterns of work and leisure Demand for rapid communication of information and entertainment increased, alongside rising literacy The last part of the nineteenth and the first half of the twentieth centuries saw a further explosion of communication systems and technologies which has affected our daily lives in numerous ways The advent of photography, film, sound recording, radio, and then television the development of the telephone and telegraph and the concurrent rapidly changing system of travel, particular the car and aeroplane, all combined to change the human culture forever The people living in industrial, developed countries accept all these as basic condition for human life The media are our main source of knowledge and entertainment and are part of very structure of our lives it has been estimated that in average 70 year lifespan a western person is likely to spend seven whole years viewing television When we factor in the time spent engaged in computer-mediated communication (CMC).the average individual spends well over 10 % of their life focusing on screen, consuming media of various forms Whether it involves chatting and sending text massage on mobile phones, emailing, surfing or shopping on the internet, listening to music on CDs or internet banking and being subjected to online ads, or watching survivor on television and logging on to the internet to check on developments between episodes, screen media are omnipresent in modern life However media access is not yet global Many people and many cultures still not have private access to television, computers and telephone Since about 1980 and as we move into the twenty first century we have undergone and are undergoing, another revolution in communications thanks to the development of new technologies, particularly the computer chip Satellite and cable communications, digital television, computers, video games, virtual reality and internet are again changing our pattern of cultural identity and interacting with one another We live in a media world (Shaughnessy and stadler.J, 2002) At the bagging of twenteen century, for example, newly arrived immigrants who speak little English gravitated toward cultural events such as new medium of silent film for which enjoyment did not depend solely on understanding the English language Consequently, these events occasionally became a flash point for many people but the people feared that these events would undermine traditional values and tradition In the united states in the 1950s, the emergence of television and rock and roll generated countless points of contention, in that time Presley mad show but thousands of protective parents refused to allowed their children to watch parsley performance.in some community created biasness and racism by parsley permance many white adult belied this was spreading rhythm and blues, a dangerous form of black popular culture.by 2002, the media had given the public much to be concerned about Talk shows exploited personal problems for commercial gain Television research once again documented the connection between aggression in children and violent entertainment program as source of violence Research also demonstrates that media directly cause our society’s major affliction (Campbell et al, 2006) 1.1.2 Impacts of Media on Cultural Identity Cultural identity is not an only collection of thoughts, beliefs, traditions, languages and behaviors accumulated through time Rather it is a cultural selection on how to respond to an outside stimulant in various time frames As a result, cultural identity is a work plan created by people for their future activities based on past experiences (Touraine, 2003) Both printed and electronic media without a doubt has had a significant influence on the individuals and cultural identity Meyrowitz (1985) argues that the media contributes to social change by being the “missing link” between culture and personality The fact is evident that cultural identity and Media are correlated and interconnected phenomena these days, where Media are source of transformation of new and modern ideas, development of human capital and information, but on other side they are threat to socio-cultural environment in the context of identity 1.1.2.1 MEDAI AND RELIGIOUS OBSERVANCE The media have brought new values and philosophy like materialistic approach because human relations are becoming impersonal and secondary, life but not emotion, heart but no feeling but The traditions of values have changed i.e unity, solidarity and cooperation of social welfare Individuals are moving away from their family and community The loyalty, responsibility and obedience toward parent are finishing Religion is losing its hold over the members People are becoming more secular, rational and scientific but less religious in their outlook Media also has changed attitudes of the people towards religion rituals and creeds.it also generally felt that growth of media have affected religion its function and religiosity of the people Developments in the field of media have also adversely affected religion and its traditional function There is growing trend towards secularism and secularization today (Rao.S, 2006).Media has affected certain values rooted in major religions and cultures of the world Concepts of good and evil, right and wrong, individual interaction with the society and the every meaning of life has become selfish and also all practice and ritual warped and corrupted by media (Muzaffar, 2002) The strong religious influence in our society with beautiful values of having great faith in God, and all the time remembering God is one significant and sacred practice of the Pakistani But, intensive media messages, especially the ads, dilute this very belief and people lose faith in religion Therefore, saying grace before mealtime and prayers before bed time is diminishing, despite efforts made by the educational institutions Initially, the culture practiced the tradition of offering to God before eating and drinking This scenario of saying grace and act of offering has diminished itself quite surprisingly (Rinchen.k:227) A philosopher like Coleman James expresses his dissatisfaction with the media He notes the alienation of societies with their history and their fascination with foreign values These new values and beliefs have no root or connection to the culture identity Therefore, media weakens the traditions and values of local cultures for the sake of universal uniformity and dominance of a commanding culture through the formidable power of international The resistive media tends to utilize the open atmosphere in the global information system in order to disseminate its own culture and ideology (Sedigheh babran, 2008) Media have brought secularization in religious sphere of life and also reduced religious social control The researchers further say that media brings religious conflict and increases religious intolerance among youth (khan et al, 2011) 1.1.2.2 MEDIA AND MARRIAGE PATTRENS The influences of media are quite visible on our marriage ceremonies and festivals Dowry system and heavy expenditures on the marriage of girls are done, which are inherited from Hindu society because in Hindu society there is no share of women in the inheritance of their parents the same attribute of parents in giving this share to their daughters after their marriage is visible in Pakistan, reflecting the assimilation of Indian cultural values to this Pakistani culture (Anonymous, 2010) In the traditional world, the social institution of marriage, and the concepts of love and fidelity are solidly defined Marriage, for example, is permanent and forever One pledges one’s love and fidelity to a single person Contemporary times, however, have challenged these notions and the students’ exposure to the media has enabled them to imagine more complex and fluid relationships More importantly, the distribution of gender power that defines the institution of marriage and the traditional concepts of love and fidelity are also challenged (Datoo.A, 2010) Tariq, (2004) also concluded that media show attractive marriage traditions, hair styles, colors, makeup, dresses, jewelry and life styles and marriage functions in high class are following the patterns shown in media Similarly, jewelry makeup and hair style of bride and stage decoration also had been changed by movies during the marriage ceremony.in addition the media is changing tradition arrange marriage to love and understanding and some time the male and female take elopement as result of family compulsion 1.1.2.3 MEDIA AND VIOLENCE It concluded that although the various studies showed different degree of influence, there is a positive and significant correlation between television violence aggressive behaviors Producers of violent media products often argue that they are merely reflecting the violence that already exists in society However, polls repeatedly show that most people believe violence in the media contributes to violence in society (Croteau.D and Haynes’s, 2000:109) Exposure to media violence has been found to increase aggression among children (Boran.R.A.etal, 2008) The researchers have concluded that media as source of violence which has impact of televised violence on real life The researchers suggest that the more time an audience spend viewing television and observing its viewpoints which cultivates own social reality by images and portrayals they see on TV The researchers had particular observed that less than one percent of Americans are victims of violent crime in any single year, people who watch a lot of TV tend to overestimate this percent (Campbell.R, etal, 2006).TV Guide (1992) concluded that “violence is a pervasive major feature of contemporary television programming and is coming from more sources and in greater volume than ever before (Hickey, 1992: 10–12) A major longitudinal study done by Eron concluded that television violence affects youngsters of all ages, of both genders, at all socio-economic levels, and at all levels of intelligence ( Hickey, 1992: 11) 1.1.2.4 MEDIA AND GENDER STEREOTYPES Media have radically changed to eliminate sex-stereotyping roles and portray women as equal to men in all fields of work and production The women spend less time in household work and more in social, professional, recreational and philanthropic activities To go to the dress-maker or the hair-dresser, to have morning coffee or lunch with friends, to shop and attend parties, these constitute the daily routine for such women They also enjoy taking meals in fine restaurants, going on holidays and engaging in sports (Joanne Cooke and Charlotte Bunch-Weeks, 1970) (Croteau.D and Haynes’s, 2000) concluded that Tradition expected family include two parents, that the parents be married, that they be heterosexual, that a women work only in the home.so media have changed dramatically Sengle-parrent family, blended families, two income family, unmarried couples, and gay or lesbian couples, to name a few, have supplemented the traditional family The family structure, the pattern of behavior associated with families has changed The media are changing culture sex-role stereotypes from family to public space and from public space to famiy.now men have entered in the kitchen like male cooker and baby tending in house but these were the responsibilities of the women.in present society women shared with men in primary production (growing food, weaving cloth) Media made men the primary breadwinners and women the helper in industry and family size shrinks and more wives become employed outside the family Men muscle grows steadily less important as a job requirement and husband find it empirical to keep their wives barefoot and pregnant Although husbands may appreciate their wives paychecks, their control is less complete then it was when husbands earned the entire cash income themselves (Horton and Hunt).the resource theory of family power based upon data showing that the wife power within family tend to vary according to how closely her paycheck matches or exceeds her husband’s while women have been very slow to gain power equal to their economic contribution, the economic base for male dominance is steadily eroding (Blood and Wolfe,1960) 1.2 Statement of the Problem The media are different technological processes that facilitate communication between the sender of a message and receiver of that message The media surround us Our everyday lives are saturated by radio, television, newspapers, books, the internet, movies, recorded music, magazines and more (Croteau.D and Hoynes.W, 2000) Cultural identity is not an only collection of thoughts, beliefs, traditions, languages and behaviors accumulated through time Rather it is a cultural selection on how to respond to an outside stimulant in various time frames As a result, cultural identity is a work plan created by people for their future activities based on past experiences (Touraine, 2003) Both printed and electronic media without a doubt has had a significant influence on the individuals and cultural identity Meyrowitz (1985) argues that the media contributes to social change by being the “missing link” between culture and personality The fact is evident that cultural identity and Media are correlated and interconnected phenomena these days, where Media are source of transformation of new and modern ideas, development of human capital and information, but on other side they are threat to socio-cultural environment in the context of identity.in this connection The media have brought new values and philosophy like materialistic approach because human relations are becoming impersonal and secondary, life but not emotion, heart but no feeling but The traditions of values have changed i.e unity, solidarity and cooperation of social welfare Individuals are moving away from their family and community The loyalty, responsibility and obedience toward parent are finishing (Rao.S, 2006) Media have brought secularization in religious sphere of life and also reduced religious social control The researchers further say that media brings religious conflict and increases religious intolerance among youth (khan.W, et al, 2011) Further in addition the influences of media are quite visible on our marriage ceremonies and festivals Dowry system and heavy expenditures on the marriage of girls are done, which are inherited from Hindu society because in Hindu society there is no share of women in the inheritance of their parents the same attribute of parents in giving this share to their daughters after their marriage is visible in Pakistan, reflecting the assimilation of Indian cultural values to this Pakistani culture (Anonymous, 2010) Tariq, (2004) also concluded that media show attractive marriage traditions, hair styles, colors, makeup, dresses, jewelry and life styles and marriage functions in high class are following the patterns shown in media Similarly, jewelry 10 makeup and hair style of bride and stage decoration also had been changed by movies during the marriage ceremony.in addition the media is changing tradition arrange marriage to love and understanding and some time the male and female take elopement as result of family compulsion The researchers have concluded that media as source of violence which has impact of televised violence on real life The researchers suggest that the more time an audience spend viewing television and observing its viewpoints which cultivates own social reality by images and portrayals they see on TV The researchers had particular observed that less than one percent of Americans are victims of violent crime in any single year, people who watch a lot of TV tend to overestimate this percent (Martin.R.C, etal, 2006).TV Guide (1992) concluded that “violence is a pervasive major feature of contemporary television programming and is coming from more sources and in greater volume than ever before (Hickey, 1992: 10–12) A major longitudinal study done by Eron concluded that television violence affects youngsters of all ages, of both genders, at all socio-economic levels, and at all levels of intelligence ( Hickey, 1992: 11) Media have radically changed to eliminate sex-stereotyping roles and portray women as equal to men in all fields of work and production The women spend less time in household work and more in social, professional, recreational and philanthropic activities To go to the dress-maker or the hair-dresser, to have morning coffee or lunch with friends, to shop and attend parties, these constitute the daily routine for such women They also enjoy taking meals in fine restaurants, going on holidays and engaging in sports (Joanne Cooke and Charlotte Bunch-Weeks, 1970) (Croteau.D and Haynes’s, 2000) concluded that Tradition expected family include two parents, that the parents be married, that they be heterosexual, that a women work only in the home.so media have changed dramatically Sengle-parrent family, blended families, two income family,