You are on page 1of 7

Last Name 1

Name of Student

Name of Supervisor

Module Name/ Number

Argumentative Research Paper

Date

Influence of Media on culture and vice versa

Introduction

Cultural could be defined as the fundamental ways of life living acts in a certain way

different from other communities. Thus, an expressed shared values among a social group

within an institution could be indicated a particular cultural mix of people. It is imminent in

every sort of public platform there are both positive and negative outcomes are being derived

towards the society and thus to the culture and in case of media, there is a huge broader

spectrum of influences are generated to the individual living within the society. This essay

would consider the media a mass medium influencing social media and television, radio and

any other platform which directly or indirectly interacts with the people within the society

and how they are influencing the culture. The traditional media such as television, newspaper

radio are the primary source of information to the individuals living within the society related

to any incidents or events worldwide (Benson, Rodney 187-202).

The impact of mass media highly influence the cultural lifestyles along with the daily

livings among the people and they are sometimes brought about positive or negative

outcomes and therefore the high care needed to be undertaken to avoid such complex bias

circumstances within the society to ensure the existence of cultural and social ethnicity within

a specific region.
Last Name 2

Although, sometimes it has been significant that some of the information or events

sometimes have been manipulated as per the convenience of the government or any particular

group to significant attention towards that very factors negatively or positively. Mostly, the

popularity of social media websites such as Facebook, Twitter, and YouTube is provided

with a significant impact on society and culture. Some of the cultural norms and regulations

are getting violated since the platform is a public domain and optimistic behaviour cannot be

expected every time. Therefore, there is a high need for looking into the persistent issues

related to the impact of mass media over the societal and cultural influences among the

individuals.

Mass communication media constitute is the backbone of democracy which

distributes the political information. Cable TV network provides information could provide

some information, image and massage which can be linking with international society

(Harvard). The benefits which are achieved through the media to the cultural influences are

effective learning and language diversification. There are some educational and health-

related messages are being transferred through social media which are prominent factors for

driving the understanding of the issues and understand it in a better way to ensure solutions of

the persistent problems.

Second significant advantages which had been imposed through media are the

development of cognitive skills along with spatial awareness. With the help of the

computer games, the overall cognitive development is taking place although it is

recommended that there should be some limitation of playing the video games especially for

the children's as it may cause the long-term habitual impact within their daily living.

The third significant influence of mass could be considered as the social interaction

development among a different group of people in a particular society and through internet
Last Name 3

different ethnic group of people can in attract or communicate with each other which would

results in the development of cultural diversified group within a certain amount of people

(Dayananda 87-93). In contrary, it may result in losing the cultural identity of a particular

group of people due to the cultural diversification and thus diminishing the unique identifier

could be possible risk factors in this particular context.

The fourth significant influence could be an encouragement of creative activities

execution for example hobbies related to work out or readings could be highly influenced

through media if a particular group is discussing with each other related to the carryout of

training and development related to readings and other hobbies. Thus, the other individuals

could be attracted through this activity and may proceed with the same flow of development.

In the survey, it was seen that the internet communication technology increasing to the global

information such as provides news, information, various shades of the entertainment and

enable many view and ideas which are like every in different places and else to share in

world event (Mazzoleni). The world group content jointly that internet enriches of

knowledge of other culture with them and increasing their understanding methods and they

also enlighten them in a better way and alternative any other methods. It is important for

individuals to abide by their own culture they were capable to be thankful for their own

cultural values, to protect their losses roles and able to change some aspect. Gerbner (353-

354), media such as internet challenges because of internet inherent interactivity the disparity

borders and the global flow on one side. The Internet allows the user from various countries

and culture selected and run global news content. Cable TV provides some new channels

such as CNN, BBC, SABC, AIT responds their main source of world news. Cable TV wants

to develop the broadcasting because we learn by the classical way our life, intellect and

standard living. There are some cable channels which are considered educated like the

discovery channel. Further Christian cable channel continues to teach morality and improve
Last Name 4

enlightenment which might be helpful for that particular group of ethnic people and lastly, in

a significant culture spread of habits such as soft drinks including tea, coffee and cigarettes

and different daily necessities has drastically changed due to the promotional advertisement

being observed by the people on television.

The negative impacts of media on society are illustrated below

Violent Content: Now day, media only want to achieve popularity and for this reason

they promoting several debatable contents which creating different violation such as religious

and cultural. The medial also motivating new issues which are really not an issue for a

country or its citizen but media showing those issue after modifying as a conflict.

Sexual Content: To attract more audience media has started to publish some sexual

content which very harms to our society. Mainly the children are affected by this issues as

they have less control over emotion and they have more likely to be addicted about this type

of content (Kitzinger). Besides the morality of our society damaged as many people involved

in serious sexual activities by the influence of those sexual content.

Advertising: Although advertising is positive features of media but today causing

negatively as most of the advertisement are fake and just attract the consumers. The

consumers are cheated through advertisement as the owner of the advertisement does not

provide enough service as they informed through advertisement. The media not reviewing

those advertisements as those are providing accurate or fake information.

Health: The media organisation can achieve more profitability by promoting smoking

and alcoholic product. These products are harmful to our health while media promoting these

products through attracting audio-visual presentation. Therefore, the common people are

started to accept these and their health is now a real danger. Not only health but also they are

financially affected because these drug products are much addictive.


Last Name 5

Gerbner (353-354), the context of 1970 of media debates on violence within the

United States, these popular elements is the effects of the entertainment TV viewing highly

compare with high low TV user. TV system differences across of the national boundaries and

special relationship with the significant of the people within the country and helpful for

undertaking the current policies and practise put forward by the government to encounter the

extremist activities and how they are currently effective. Also, the intensive investigation has

been carried out and the data and charts have been showcased related to the level of

involvement which has been imposed by the extremist's groups within the young generation

of people. Thus, with the help of the investigation, the readers or policymakers could help in

understanding the current circumstances of the practical scenario and the sustainable policies

modification or new policies implementation could be done. The senior family members

could look into the study so as to get the idea of how the young people are getting diverted

from the honest and reliable life living to the extremism through the influence of terrorism

and therefore, the relative measures such as provide guidance to the children's or young

individuals not to get influenced on social media regarding any extremists and in this way a

larger community or people could be saved from the terrorism influence (Couldry). The

lacking in management framework within the social media restriction due to that very fact the

fake profiles numbers of extremist groups are increasing could be minimised if the effective

supervision and monitoring could be done. On a contrary, it has been seen that there is a

critical influence has been provided by the jihadist groups through social media platform and

mainly twitter has been used extensively for radicalization to the youth.

Conclusion

It has been prevalent that media has influenced both positive and negative aspects to

society and culture. It is evident that social media websites are sometimes becoming the

platform for the terrorist organisations to spread their propaganda online. Thus, there should
Last Name 6

be the high level of restriction of using social media within the society to ensure the immature

are not trapped within this process of extremism. Although, there are some positive impacts

have been categorised which are discovered in the study. Most importantly, the age

restriction of using media could be imposed by the government particular the social media

has impacted their lives of youths which does not have any maturity of using or analysing a

context deep and thus they are negatively influenced sometimes to go for certain activities

ethic are not very much profound in case of adults.


Last Name 7

Works Cited

Benson, Rodney. "News media as a “journalistic field”: What Bourdieu adds to new
institutionalism, and vice versa." Political Communication 23.2 (2006): 187-202.

Hjarvard, Stig Prof. The mediatization of culture and society. Routledge, 2013.

Shoemaker, Pamela J., and Stephen D. Reese. Mediating the message in the 21st century: A
media sociology perspective. Routledge, 2013.

Dayananda, C., et al. "Autotrophic cultivation of Botryococcus braunii for the production of
hydrocarbons and exopolysaccharides in various media." Biomass and Bioenergy 31.1
(2007): 87-93.

Mazzoleni, Gianpietro. "Mediatization of society." The international encyclopedia of


communication (2008).

Kitzinger, Jenny. Framing abuse: Media influence and public understanding of sexual violence
against children. Pluto Press, 2004.

Couldry, Nick, Andreas Hepp, and Friedrich Krotz, eds. Media events in a global age.
Routledge, 2009.

Gerbner, George. "Cultivation Theory." A first look at Communication Theory, 7th Ed. New
York City: Frank Mortimer. Pg (2009): 353-354.

You might also like