CULTURE AND MASS MEDIA

 RELATION BETWEEN CULTURE AND MASS MEDIA

There is a very close relationship existing between culture and mass media. Both these influence each other to a great extent. On one hand, culture determines the content matter of mass media. Example: the different films and tele soaps are based upon and greatly influenced by some or the other kind of culture.

On the other hand, mass media also influences culture. It is generally believed and often asserted that the Mass Media is a very powerful means of spreading culture, determining and controlling thoughts and actions of people to a very great degree in society.

Mass media is an important tool of reinforcing the existing culture and values of a particular society. Example: The latest trend amongst people, to have many ceremonies relating to marriage, this has been popularized by the media, which in turn reinforces the traditional cultural heritage.

Culture also influences people’s choice of a particular kind of media. Example: The different economic and social strata of people in a society select and prefer to access different convenient forms of mass media. The lower income groups prefer audio-visual forms of media compared to the print media.

The impact and influence of persuasive mass communication is tremendous on the minds of the younger generations. No wonder then, Mass Media has radically altered the attitudes, thoughts and lifestyles of the people all over the world.

There is a close connection between the Mass Media of communication and the emergence of mass culture.

Mass culture has emerged as a result of the dynamic revolutionary role played by the modern Mass Media of communications. Example: Movies, radio, television and mass circulation of magazines have extended the mass culture in our country.