UNIT 20 INFLUENCE OF MEDIA ON VALUE DEVELOPMENT

Introduction to Media and Its Role in Value Development

1. Understanding Media

• Definition: Media refers to various channels and platforms that disseminate information to the public. It plays a crucial role in shaping our understanding of the world.
• Significance: Media's omnipresence affects how we receive and process information about daily activities and life-changing events.

2. Forms of Media

• Traditional Media: Newspapers, radio, and television.
• Digital Media: Internet, mobile phones, and social media platforms.

3. Functions of Media

• Information: Provides updates and news about local and global events.
• Education: Offers educational content and opportunities, e.g., online courses.
• Entertainment: Delivers various forms of entertainment, such as movies, music, and games.
• Influence: Shapes public opinion and cultural norms.

4. Influence of Media

• Social Impact: Media affects social behavior and relationships by influencing attitudes and norms.
• Cultural Impact: Media contributes to cultural development and the dissemination of cultural values.
• Psychological Impact: Media can influence mental health and emotional well-being through its content and portrayal of reality.

5. Contribution to Value Development

• Value Promotion: Media can promote positive values like social justice, environmental consciousness, and ethical behavior.
• Value Erosion: Media can also contribute to value erosion by spreading harmful stereotypes or promoting materialism.

Objectives

• Definition of Media: Understand what media is and its various forms.
• Forms of Media: Identify and discuss different types of media.
• Functions of Media: Analyze how media functions in society.
• Influence of Media: Discuss the impact of media on values and behavior.

Definition and Growth of Media

1. What is Media?

• Definition: Media encompasses various means of communication through which humans express thoughts and emotions.
• Role: Media extends our abilities to communicate and share information beyond immediate physical presence.
• Marshall McLuhan’s Definition: Media are "extensions of ourselves" (e.g., radio, television extend our thoughts and messages).

2. Evolution of Media

• Oral Word

  • Speech: Early communication through sounds and sign language.
  • Limitations: Restricted by distance and memory; improved with technological mediation (e.g., radio).

• Written Word

  • Script: Development from symbols to written language for recording messages.
  • Early Writing: Hieroglyphics (Egyptians, 3000 B.C.), cuneiform (Sumerians, 26th century B.C.).
  • Materials: Papyrus (3000 B.C.), parchment, paper (Chinese, 100 A.D.).
  • Printing: Johannes Gutenberg's printing press (1439) revolutionized the storage and dissemination of information.

• Telecommunications

  • Early Systems: Smoke signals, maritime flags, drum beats.
  • Telegraph & Telephone:
    • Telegraph: Samuel Morse’s system for transmitting electric signals.
    • Telephone: Alexander Graham Bell’s invention (1876) for converting electrical signals back to speech.

• Digital Technology

  • Computers: Introduced digitalization, enabling faster communication.
  • Internet: Facilitated global communication; led to email, chat, blogs, social networks.
  • Global Village: Concept popularized by McLuhan; information and communication bridge physical spaces.

3. Media Today

• Media Environment: Diverse and advanced; includes print, audio, audiovisual, and digital media.
• Media Types:
• Print Media: Books, newspapers, magazines.
• Audio Media: Radio, music.
• Audiovisual Media: Television, video, cinema.
• Digital Media: Internet, social networks, blogs.

Types of Media

1. Broad Classification:

• Print Media: Involves the printing and distribution of news through newspapers, magazines, brochures, newsletters, posters, and other printed publications.

  • Examples: Newspapers, magazines, brochures.
  • Old Media: Traditional forms of media like newspapers and magazines.
  • Display Media: Includes billboards, signs, and posters.

• Electronic Media: Involves different forms of electronic communication often referred to as "New Media" made possible through computer technology.

  • Examples: Websites, streaming audio and video, chat rooms, email, web advertising, DVDs, CD-ROMs, internet telephony, digital cameras, mobile computing.

2. Forms of Media:

• Traditional Media:

  • Non-Electronic: Part of cultural heritage and oral traditions.
  • Forms:
    • Folk Theatre & Dance: Jatras, Bhavai, Tamasha.
    • Folk Songs: Baul (Bengal), Bihu (Assam).
    • Religious Discourses: Katha, Kirtans.
    • Street Theatre & Mime: Storytelling from Panchatantra, Ramayana, Mahabharata.
    • Puppetry: Putlinach (W. Bengal), Bommalatam (Tamil Nadu).

• Mass Media:

  • Definition: Media designed to reach a large audience.
  • Origin: Term coined in the 1920s with the advent of radio networks and mass-circulation newspapers/magazines.
  • Examples: Nationwide radio networks, mass-circulation newspapers.

• Social Media:

• Definition: Web-based technologies for social interaction, personal, and business use.
• Function: Turns communication into interactive dialogues.
• Examples: Facebook, Orkut, Twitter, YouTube (for photo/video sharing, news aggregation, online references, voting, and commenting).

Functions of Media

1. Dissemination of Information

• Mass Media: Provides information on products, services, topical issues, culture, etc.
  • Examples: News channels, Discovery, Animal World, movie channels, quiz shows, cartoon channels.
  • Formats: News, current affairs programs, documentaries, campaigns, interviews, panel discussions, public debates.

2. Providing Education

• Media Types: Audiovisual (TV), audio (radio), voice/text (telephone/SMS), multimedia (internet).
  • Usage: Distance learning, classroom teaching, informal education.
  • Influence on Children: Children imitate characters, mannerisms, gestures, language seen on media.
  • Warnings: Advertisements include disclaimers to caution against imitating dangerous actions.
  • Example Incident: A boy imitating 'Krish' from a Hindi movie hurt himself jumping from a building.

3. Providing Entertainment

• Print Media: Humor columns, comics, feature stories, crossword puzzles, word/number games.
• Electronic Media: Emotional relaxation, cultural enjoyment, escape from problems, boredom alleviation.

Additional Roles of Media:

• Influencing Public Opinion:

  • Impact: Media shapes public opinion on critical issues through divergent views and in-depth analysis.
  • Research: Shows media's significant influence on public stance.

• Agenda-Setting:

  • Concept: Media doesn't tell us what to think, but what to think about (McCombs and Shaw, 1972).
  • Process: Media focuses on few issues, making them appear more important to the public and policymakers.

• Educating Public and Policymakers:

  • Role: Link between government and people.
  • Functions: Inform, explain, win support for government programs/policies.
  • Watchdog of Democracy: Represents people's interests, checks government actions, ensures accountability.

• Helping to Form Decisions:

  • Importance: Mobilizes people, forms decisions for change and national development.

• Socialization:

  • Impact: Media, along with family, school, and religious organizations, teaches society’s values and expectations.
  • Formats: News reporting, analysis.

Overall Functions:

• Media: Provides information, education, entertainment, mobilization, integration, social interaction.
• Role in Society: Acts as cultural glue, holding society together through communication and expression.

Influence of Media on Value Development

Overview

• Media Effects: Central to scholarly debates, media impacts societal values.
• Historical Influences: Prior to mass media, values were influenced by religious institutions, family, and schools.
• Current Scenario: Mass media challenges traditional moral authorities and has become a significant societal influence, known as the ‘fourth estate’.

Key Points

1. Media’s Social and Cultural Impact

• Wide Reach: Media reaches a large audience with influential messages.
• Marshall McLuhan’s Insight:
  • Quote: "The medium is the message."
  • Meaning: The method of message delivery can be more impactful than the content.
  • Effect: Modern electronic communications (radio, TV, films, computers) alter perception and experience of the world.

2. Compromised Values in Modern Society

• Materialism: Pursuit of wealth leads to compromised values, integrity, and character.
• Societal Consequences: Corruption, unlawful activities, and immoral behavior threaten societal structure.

3. Media’s Influence on Children and Youth

• Socialization: Learning societal values and norms occurs significantly during childhood.
• Parental Concerns: Excessive media consumption impacts children’s study and playtime.
• Value Development: Media’s role in shaping values is significant, particularly for children and youth.

4. Media as a Double-Edged Sword

• Positive Effects:
  • Educational Content: Enhances knowledge and awareness.
  • Cultural Exposure: Introduces diverse perspectives and cultures.
  • Entertainment: Provides relaxation and stress relief.
• Negative Effects:
• Violence and Aggression: Exposure to violent content can influence behavior.
• Unrealistic Standards: Media often promotes unrealistic body images and lifestyles.
• Consumerism: Encourages materialism and unnecessary consumption.

Positive Effects of Media

Overview

• Media’s Potential: Encourages positive social change, forms and reflects public opinion and values.
• Information Accessibility: Swift availability of information makes media a reliable source.
• Communication Bridge: Connects leaders and the masses, fostering communication.

Key Points

1. Social Cohesion and National Pride

• Reinforcing Attachment: Media reinforces societal values and provides security and reassurance.
• Shared Social Rituals: Major social occasions covered by media (e.g., national holidays, sports events) bind individuals to society.
• Inspiring Events: Coverage of events like the T20 World Cup, Olympics, and Commonwealth Games instills national pride and inspires youth.

2. Media During Crises

• Pro-Social Activities: Media highlights human misery and threats, fostering solidarity and public sympathy during crises.
• Heroism and Patriotism: Media showcases bravery and wisdom, turning ordinary people into heroes (e.g., 26/11 Mumbai attacks).
• Information and Explanation: Provides crucial information during political assassinations, wars, natural disasters, and terrorist attacks.

3. Promotion of Social Causes

• Deterrent to Corruption: Media checks government workings and deters corrupt practices.
• Awareness Campaigns: Promotes literacy, health management, anti-dowry practices, anti-female foeticide, and AIDS awareness.
• Development Communication: Radio and TV in developing countries drive social change and teach positive values.

4. Entertainment with a Purpose

• Family Bonding: Family TV programs (e.g., 'Hum Log', 'Balika Vadhu') foster bonding and togetherness, addressing social issues.
• Empowering Content: Programs highlight issues like domestic violence, dowry, gender equality, widow remarriage, and education of girls.

5. Educational Enhancement

• Knowledge and Skills: Channels like Discovery and quiz programs enhance children's knowledge and logical reasoning.
• Physical Activities: Media coverage of sports and physical events teaches motor skills and the importance of physical fitness.
• Reading Habits: Encourages reading newspapers, enhancing vocabulary and reading habits in children.
• Human Rights: Media plays a significant role in protecting and promoting human rights.

Negative Effects of Media

Overview

• Harmful Effects: Media violence impacts children negatively, increasing fear, aggression, and desensitization.
• Health Concerns: Overexposure to media linked to obesity, sleep problems, and other health issues.

Key Points

1. Impact on Children

• Media Violence: Increases fear, violent behavior, and desensitization in children.
• Desensitization: Reduces empathy and understanding of violence consequences.
• Fear and Isolation: Heavy TV viewers fear going out, are afraid of strangers, and become skeptical of human relationships.
• Imitation and Danger: Children imitate superheroes and risky behaviors seen in media.
• Aggressive Behavior: Overexposure leads to aggression, affecting their future.

2. Health Issues

• Obesity Link: High TV watching correlates with increased obesity.
• Sleep Problems: Associated with excessive television viewing.
• Health Problems: Overexposure to media can lead to various health issues.

3. Negative Influence of Advertisements

• Deceptive Ads: Advertisements often appeal to emotions, promoting potentially harmful products.
• Aggressive Values: Media like wrestle mania and UFC promote domination of the weak.

4. Impact of Video Games and Internet

• Addiction to Screens: Children spend excessive hours on video games and internet, reducing physical activity.
• Reduced Outdoor Play: Parents should encourage outdoor games and physical exercises.

5. Sensationalism in Media

• Sensationalisation: Media often sensationalizes negative issues to attract attention.
• Headline Bias: Crimes are highlighted while acts of bravery are given less attention.
• Example: Extensive coverage of the Arushi murder case vs. minimal coverage of street children’s plight.

Mass Media and Children

Overview

Mass media significantly influences the value development of children, especially through television. The impact varies based on various factors, including viewing time, age, personality, and parental involvement.

Key Points

1. Influence of Television on Children

• Prevalence: Over 50% of children in India watch TV daily.
• Impact Factors: Age, viewing time, personality, whether they watch alone or with adults, and parental discussions about TV content.

2. Negative Responses to Media in Children

• Violence:

  • Portrayal of Victims: Children, especially girls, are often shown as victims of violence, increasing their fear of the world.
  • Cartoon Violence: Violent cartoons are common and often portray violence humorously without showing realistic consequences.
  • Aggressive Behavior: Some children exhibit more aggressive behavior after watching violent shows.
  • News Violence: Children are more afraid of violence in news coverage than in other media content.

• Learning and School Performance:

  • Disruption: TV can negatively affect learning and school performance by taking time away from activities crucial to development (playing, reading, exploring nature, learning music, participating in sports).

• Health Issues:

  • Obesity: TV viewing is a sedentary activity contributing to childhood obesity, often replacing more active pastimes.
  • Food Advertising: Most food ads on children's TV shows promote unhealthy foods (fast foods, candy, pre-sweetened cereals).

• Sexual Content:

  • Bombardment: Children are exposed to sexual messages and images in media (TV, magazines, ads, music, movies, internet).
  • Lack of Education: TV seldom deals meaningfully with the responsibilities and risks of sexual behavior, leading to distorted meanings from ads on condoms, i-pills, undergarments, etc.

3. Impact of Video Games on Children

• Positive Impacts:

  • Manual Dexterity and Computer Literacy: Video games improve these skills.
  • Realistic Experience: Advanced graphics provide a more realistic virtual playing experience.

• Negative Impacts:

• Aggressive Behavior: Violent video games make teens more aggressive due to their interactive nature.
• Active Participation: Unlike passive TV watching, video games involve active participation in the game's script, reinforcing violent behavior.

Effects of Traditional Media and Advertising

Traditional Media

Overview: Traditional media has played a significant role in promoting national development and preserving cultural heritage. It remains a powerful tool for education and social messaging, particularly in rural areas.

Key Points:

• Historical Role:

  • During India's national freedom struggle, traditional media forms like Tamasha, Bhavai, and Nautanki were used to spread messages of patriotism.

• Current Use:

  • Government Initiatives: Central and state governments use traditional media to convey social messages on family welfare, development, democratic values, and national integration.
  • Folk Arts: Traditional forms like Dholki Baris, Loknatya, Jatra, Keertana, and Puppetry are used by social workers, reformists, political leaders, and developmental agencies to educate rural masses and disseminate new information.

• Cultural Preservation:

• Traditional media helps in preserving and transmitting cultural values, traditions, and heritage to future generations.

Advertising

Overview: Advertising is a powerful form of communication designed to persuade audiences to take action, such as purchasing products or adopting ideas. It significantly impacts consumer behavior and decision-making.

Key Points:

• Impact on Consumers:

  • Persuasion: Advertising aims to persuade audiences to take action.
  • Informative Ads: These help consumers make informed decisions by exploring positives of products and negatives of competitors.
  • Rational Decisions: Media exposure can increase rationality in consumer decisions.

• Influence on Children:

  • Ads on health drinks, tourism, animal world, and deforestation are beneficial for children, enhancing their knowledge and awareness.

• Campaigns:

  • Jaago Re Campaign: Promotes voter awareness through a popular tea brand.
  • Athithi Devo Bhava Campaign: Emphasizes traditional Indian values of respecting guests through tourism promotion.