Effects Of Mass Media Thesis
The commercialization of radio and television in India has brought the whole world of advertising to the door steps of the people and made the society consumerist in nature.
Media confer a certain social status or people’s position in society is enhanced when they appear upon television or are mentioned in the press.
As a result, mass media look for supportive Communication and avoid that communication which projects alternative opinions.
Mass media play a significant role in the socialization of the young.
Freedom of speech and expression along with freedom of press was provided by the constitution as a fundamental right.
Over and above, constitution also granted freedom of movement, right to profession and property, right to hold meetings and cultural gatherings.
Whether or not we discuss the wheel in the context of mass communication is a moot point, but it is obviously true that the wheel has changed many human societies in a way which is quite as radical as television or the press.Although urban areas have more access to mass media than the rural areas, it is observed that people in rural areas are becoming increasingly conscious of the power of knowledge.They subscribe to the newspapers and this has led to the growth of regional press.The need for communicating with the masses and influencing them was felt in order to have the impact of the independence.This led to tremendous progress in the fields of print and the broadcast media.For example, a villager in India today can have the idea of what the city life is by watching television and cinema.Media use by the people is going through quick shifts.Mass media like films, television and press have particular glamour, which is enjoyed by those who are in them.According to Hancock: “This view of mass media as the ‘common denominator’ of their audiences leads us to the most consistent criticism which is leveled against them; that they spoil public taste and attack art and culture, by becoming lowest common denominators.” (72)For example, when literacy was low, print media were required to appeal to a limited audience and writer could write according to his wishes. With the spread of education and literacy the audience for print media also became larger. Media consumers are selective in their consumption of media output. The oldest form is the press which was set up first by William Caxon at Westminster in 1476.The first wireless communication was made between the Isle of Wight and the English mainland in 1882, the phonograph was patented in 1877. In India, after the independence, new horizons were seen by the country in all the aspects of five year plans stressing the need to solve some of the national problems, such as, lack of cultural identity, absence of economic policy and so on, the development of mass media was boosted.