Social Change And Development In India Chapter 7 Mass Media And Communications

Mass Media: In common parlance, mass media means the media such as radio, television, print media and films which are used to communicate to a large number of people. The term ‘mass’ is defined here in the sense of a large number of people of a community or a group or a country as against a particular class or category of the people. It is also called mass media because information is disseminated through several channels simultaneously to the masses.

Mass Communication: It includes the transfer of messages and information from a sender to a mass audience. The transfer is done through the technologies of the mass media such as newspapers, magazines, television programmes, films, computer networks and so on. The sender in this case may be a person attached to some large media organisations or government agencies, the messages are public and audience is large.

While mass communication is the process in which information is disseminated to a large number of people, the mass media are the means of carrying this material to the people.

The first modern mass-media institution began with the development of the printing press.

In Europe, the first attempt was made to print the religious book.

Johnn Gutenberg invented the first printing press. He did so in 1440.

The Industrial Revolution helped in the promotion of print industry greatly.

1883.

(i) Kesri — Marathi.

(ii) Matrabhoomi — Malayalam.

(iii) Amritbazaar Patrika — English.

Though a few newspapers had been started by people before Raja Rammohan Roy his Sambad-Kumudi in Bengali published in 1821, and Mirat-Ul-Akbar in Persian published in 1822, were the first publications in India with a distinct nationalist and democratic approach.

(i) Fardoonji Murzban was the pioneer of the Gujarati Press in Bombay. It was as early as 1822 that he started the Bombay Samachar as a daily.

(ii) Ishwar Chandra Vidyasagar started the Shome Prakash in Bengali in 1858.

(i) The Times of India was founded in Bombay in 1861.

(ii) The Pioneer in Allahabad in 1865.

(iii) The Madras Mail in 1868.

(iv) The Statesman in Calcutta in 1875.

(v) The Civil and Military Gazette in Lahore in 1876.

Meaning or Definition of mass media: Mass media means the media such as print (press, newspapers, magazines), radio, television and films (movies shown or screened Jin a cinema hall or otherwise) which are used to communicate to a large number of people.

The term ‘mass’ is defined here in a sense of a large number of people of a community or group or a country (or several countries) as against a particular class or category of the people.

This notion of mass implies that mass media is different from other kinds of communication because they address a cross-section of a large population rather than a few individuals or a particular section of the population.

It is also called mass-media because information is disseminated through these channels simultaneously to the masses (all people or common people along with particular class and section).

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M. Imp.

Entertainment Revolution: Everybody is fond of entertainment during ancient and medieval periods the people had very limited sources of entertainment. Now the different aspects of human life have changed greatly. For example, modern age is the age of information. Different channels provide us information. Revolution in the field of information technology has brought a revolution in the field of entertainment as well. Radio, T.V., Computers, Films and other audio-visual means along with print media are on disposal of human being. Mass media are working 24 hours. Different types of programmes related with music, dance, literary activities, movies, sports, shows, etc. are giving us information, new knowledge as well as choice of entertainment channels. All this has caused changes in various aspects of life and likings of the people. Today we are connected to the whole world through internet and familiar with western entertainment side by side with our own country's programmes.

Cultural modernisation: The changes occurring in culture of a community or group of a country from traditional to modern are referred to as cultural modernisation. The various means of mass media (Radio, TV, Films, Computers, Newspapers, magazines etc.) are bringing about cultural changes such as, in the field of music, dance, painting, in modes of consumption, styles, dress, modes of entertainment, giving up certain good human values and priorities and adopting some of westernised values and mode of life, etc.

Local Culture: (i) Culture is an integral part of human society. It is one of the major elements of a social system. Every society has its own culture with its own feature. The regional differences, however, do occur in culture within a single society. For instance, we notice many stream within Indian culture itself located in different regions.

(ii) There are different traditions in these cultural regions. We may call them subcultures. Some sociologists given name such regional cultures as ‘local culture’.

(iii) The term local culture is used in a relative sense, when we talk about culture of a country, for the people of other countries it becomes a national culture. But if the reference point is cultural regions within a country, its context changes. For example, Indian culture is a national culture of India for the Britishers, the Germans and the Americans. But for Indians, local cultures include different cultural patterns found in, say, Bihar, Punjab, Orissa, Rajasthan, Tamil Nadu or Kerala. We may even speak of local cultures of tribal communities.

These are scholars, educators and others who have been very critical of the consequences of the media.

Some of the negative effects of the mass media are:

1. It encourages, escapism.

2. It leads to passivity and distracts people from serious matters of life.

3. lt kills individual tastes and leads to cultural homogenisation.

4. It uses female gender to sell products through advertisements.

5. It presents a false picture of reality.

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V. Imp.

Under British rule newspapers and magazines, films and radio comprised the range of mass media. Radio was wholly owned by the state. National views could not be, therefore, expressed. Newspapers and films though autonomous from the state were strictly monitored by the Raj. Newspapers and magazines either in English or vernacular were not very widely circulated as the literate public was limited. Yet their influence far outstripped their circulation as news and information was read and spread by words of mouth from commercial and administrative hubs like markets and trading centres as well as courts and towns. The print media carried a range of opinion, which expressed their ideas of a ‘free India’. These variations were carried over to independent India.

(i)The first modern mass media institution began with the development of the printing press. This modern technique was first developed by Johan Gutenberg in 1440.

(ii) Initial attempts at printing were restricted to religious books. With the Industrial Revolution (1750-1860), the print industry also grew.

(iii) In the mid 19th century, with further development in technologies, transportation and literacy that newspapers began to reach out to a mass audience. People living in different corners of the country found themselves reading or hearing the same news. It has been suggested that this was in many ways responsible for people across a country to feel connected; and develop a sense of belonging or feeling.

(iv) In India in 19th century social reformers often wrote and debated in newspapers and journals. Anti-colonial public opinion was nurtured and channelised by the nationalist press which was vocal in its opposition to the opressive measures of the colonial state. This led the colonial government to clamp down on the nationalist press and impose censorship for instance during the Ilbert Bill agitation in 1883.

(v) Anti-Ilbert Bill agitation or movement led some of the Indian national newspapers like Kesari (Marathi), Matrabhoomi (Malayalam), Amrita Bazar Patrika (English) to suffer the displeasure of the colonial state.

(vi) Under British rule newspapers and magazines comprised the range of mass media.

(vii) Newspapers though autonomous from the state were strictly monitored by the British Raj-newspapers and magazines either in English or vernacular were not very widely circulated as the literate public was limited.

(viii) However, the influence of the newspapers far outstripped their circulation news and information was read and spread by words of mouth from commercial and administration hubs like markets and trading centres as well as courts and towns.

(ix) Newspapers and magazines carried a range of opinion, which expressed their ideas of a free India. These variations were carried over to independent India.

(x) After independence, the print media continued to share the general approach of being a partner in the task of nation building by taking up development issues as well as giving voice to the widest section of the people. However, during the black days of emergency of 1975-77 the newspaper had to face many problems, challenges and censorship of the media. Fortunately, the period ended and democracy was restored in 1977.

(xi) The Indian language newspaper revolution: The most significant happening in the last few decades has been the Indian language newspaper revolution. The beginning of this growth predated liberalisation. The top two dailies in India are Dainik Jagran and Dainik Bhaskar with a readership of 21 million and 17 million respectively. The fastest growing dailies are the Assamese dailies in urban areas (51.8 per cent increase) and the Bengali dailies in rural areas (129 per cent).

(xii) The Eenadu story also exemplifies the success of the Indian language press. Ramoji Rao the founder of Eenadu, had successfully organised a chit-fund, before launching the paper in 1974. By associating with appropriate causes in the rural areas like the Anti-arrack movement in the mid-1980s, the Telugu newspaper was able to reach into the countryside. This prompted it to launch ‘district dailies' in 1989. These were tabloid inserts or sensational features carrying news from particular districts as well as classified advertisements from villages and small towns . of the same areas. By 1998 Eenadu was being published from ten towns in Andhra Pradesh and its circulation accounted for 70 per cent of the audited Telugu daily circulation.

I. Radio as a medium of mass communication:

(i) Early stage: Radio broadcasting which commenced in India through amateur ‘ham’ broadcasting clubs in Kolkata and Chennai in the 1920s matured into a public broadcasting system in the 1940s during the World War II when it become a major instrument of propaganda for Allied forces in South-East Asia. At the time of independence there were only 6 radio stations located in the major cities catering primarily to an urban audience. By 1950 there were 546, 200 radio licences all over India.

(ii) News Telecast Programme: Since the media was seen as an active partner in the development of the newly-free nation the AIR’s programmes consisted mainly of news, current affairs, discussions on development. The box below captures the spirit of those times.

(iii) Vividh Bharti Programme: Apart from All India Radio (AIR) broadcasts news there was Vividh Bharati, a channel for entertainment that was primarily broadcasting Hindi film songs on listeners request. In 1957 AIR acquired the hugely popular channel Vividh Bharati, which soon began to carry sponsored programmes and advertisements and grew to become a money-spinning channel for.

(iv) Transister Revolution: The major constraint for the popularisation of radio initially was the cost of the radio set. The transistor revolution in the 1960s made the radio more accessible by making it mobile as battery operated sets and reducing the unit price substantially. In 2000 around 110 million households (two-thirds of all Indian households) were listening to radio broadcasts in 24 languages and 146 dialects. More than a third of them were rural households.

(v) Radio of the Independence: When India gained independence in 1947,. All India Radio had an infrastructure of six radio stations, located in metropolitan cities. The country had 280,000 radio receiver sets for a population of 350 million people. After independence the government gave priority to the expansion of the radio broadcasting infrastructure, especially in state capitals and in border areas. Over the years, AIR has developed a formidable infrastructure for radio broadcasting in India. It operates a three-tiered-national regional, and local-service to cater to India's geographic, linguistic and cultural diversity.

(vi) Songs and Commercial Programmes: Indian film songs and commercial programmes were considered low-culture and not promoted. So Indian listeners tuned their shortwave radio sets to Radio Ceylon (broadcasting from neighbouring Sri Lanka) and to Radio Goa (broadcasting from Goa then under Portuguese rule) in order to enjoy Indian film music, commercial programmes, and other entertainment fare. The popularity of these broadcasts in India spurred radio listening and the sale of radio sets. When purchasing a radio set, the buyer would invariably confirm with the vendor that the set could be tuned to radio Ceylon or Radio Goa.

(vii) India’s War with China and Pakistan other tradgedies and expansion of AIR: Interestingly wars and tragedies have spurred AIR to expand its activities. The 1962 war with China prompted the launching of a ‘talks’ unit to put out a daily programme. In August 1971, with the Bangladesh crisis looming, the News Service Division introduced news on the hour, from 6 O’ clock in the morning to midnight. It took another crisis, the tragic assassination of Rajeev Gandhi in 1991, for AIR to take one more step of having bulletins round the clock.

II. The potentiality of FM station impose liberalisation India (After 1991):

(i) Back Ground: In 2000, AIR’s programmes could be heard in two-third of all Indian households in 24 languages and 146 dialects, over some 120 million radio sets. The advent of privately owned FM radio stations in 2002 provided a boost to entertainment programmes over radio. In order to attract audiences these privately run radio stations sought to provide entertainment to its listeners. As privately run FM channels are not permitted to broadcast any political news bulletins, many of these channel specialise in ‘particular kinds’ of popular music to retain their audiences.

(ii) Working of FM Channel: One such FM channel claims that it broadcasts ‘All hits all day! Most of the FM channels which are popular among young urban professionals and students, often belong to media conglomerates. Like ‘Radio Mirchi’ belongs to the Times of India group, Red FM is owned by Living Media and Radio City by the Star Network. But independent radio stations engaged in public broadcastings like National Public Radio (USA) or BBC (UK) are missing from our broadcasting landscape.

The potential for using FM channel is enormous. Further privatisation of radio stations and the emergence of community owned radio stations would lead to the growth of radio stations. The demand for local news is growing. The number of homes listening to FM in India has also reinforced the worldwide trend of networks getting replaced by local radio. The box below reveals not only the ingenuity of a village youth but also the need for catering to local cultures.

Changes that have been happening in the medium of television:

(i) Beginning of television programming in India and its progress upto 1975: Television programming was introduced experimentally in India to promote rural development as early as 1959. Later the Satellite Instructional Television Experiment (SITE) broadcast directly to community viewers in the rural areas of six states between August 1975 and July 1976. These instructional broadcasts were broadcast to 2,400 TV sets directly for 4 hours daily. Meanwhile, television stations were set up under Doordarshan in 4 cities (Delhi, Mumbai, Srinagar and Amritsar) by 1975. Three more stations in Kolkata, Chennai and Jalandhar were added within a year. Every broadcasting centre had its ownmix of programmes comprising news, children’sand women’s programmes, farmer’s programmes as well as entertainment programmes.

(ii) Progress of television from 1975 to 1990: As programmes become commercialised and were allowed to carry advertisements of its sponsors, a shift in target audience was evident. Entertainment programmes grew and were directed to the urban consuming class. The advent of colour broadcasting during the 1982 Asian Games in Delhi and the rapid expansion of the national network led to rapid commercialisation of television broadcasting.

During 1984-85 the number of television transmitters increased all over India covering a large proportion of the population. It was also the time when indigenous soap operas like Hum Log (1984-85) and Buniyaad (1986-87) were aired. They were hugely popular acclaim and attracted substantial advertising revenue for Doordarshan as did the broadcasting of the epics Ramayana (1987-88) and Mahabharat (1988-90).

(iii) Progress in Indian television medium from 1991 or after adopting liberalisation till date:

(a) Private television channel and networks upto 2001: In 1991 there was one state controlled TV channel Doordarshan in India. By 1998 there were almost 70 channels. Privately run satellite channels have multiplied rapidly since the mid-1990s. While Doordarshan broadcasts over 20 channels there were some 40 private television networks broadcasting in 2000. The staggering growth of private satellite television has been one of the defining developments of contemporary India.

(b) Setellite Subscription: In 2002, 134 million individuals watched satellite TV on an average every week. This number went up to 190 million in 2005. The number of homes with access to satellite TV has jumped from 40 million in 2002 to 61 million in 2005. Satellite subscription has now penetrated 56 percent of all TV homes.

(c) Programme in regional languages by popular channel: The Gulf War of 1991 (which popularised CNN), and the launching of Star-TV in the same year by the Whampoa Hutchinson Group of Hong Kong, signalled the arrival of private satellite Channels in India. In 1992, Zee TV, a Hindi-based satellite entertainment channel, also began beaming programs to cable television viewers in India. By 2000, 40 private cable and setellite channels were available including several that focused exclusively on regional-language broadcasting like Sun-TV, Eenadu-TV, Udaya-TV, Raj-TV, and Asianet. Meanwhile, Zee TV has also launched several regional networks, broadcasting in Marathi, Bengali and other languages.

(d) Cable Television industry and further expansion of TV: With Doordarshan was expanding rapidly in the 1980s, the cable television industry was mushrooming in major Indian cities. The VCR greatly multiplied entertainment options for Indian audiences, providing alternatives to Doordarshan's single channel programming. Video viewing at home and in community-based parlours increased rapitly. The video fare consisted mostly of film-based entertainment, both domestic and imported. By 1984, entrepreneurs in cities such as Mumbai and Ahmedabad had begun wiring apartment buildings to transmit several films a day. The number of cable operators from 100 in 1984 to 1200 in 1988 to 15,000 to 1992 and to about 60,000 in 1999.

(e) Coming of transnational television companies: The coming in of transnational companies like Star TV, MTV, Channel [V], Sony and others, worried some people on the likely impact on Indian youth and on the Indian cultural identity. But most of the transnational television channels have through research realised that the use of the familiar is more effective in procuring the diverse groups that constitute Indian audience. The early strategy of Sony International was to broadcast 10 Hindi films a week, gradually decreasing the number as the station produced its own Hindi language content. The majority of the foreign networks have now introduced either a segment of Hindi language programming (MTV India), or an entire new Hindi language channel (STAR Plus). STAR Sports and ESPN have dual commentary or an audio sound track in Hindi. The larger players have launched specific regional channels in languages such as Bengali, Punjabi, Marathi and Gujarati.

(f) Adoptation of localisation: Perhaps the most dramatic adoption of localisation was carried out by STAR TV. In October 1996. STAR Plus, initially an all English general entertainment channel originating from Hong Kong, began producing a Hindi language belt of programming between 7 to 9 PM. By February 1999, the channel was converted to a solely Hindi Channel and all English serials shifted to STAR World, the network's English language international channel. Advertising to promote the change included the English slogan: ‘Aapki Boli, Aapka Plus Point’ (Your language/speech. Your plus Point) (Butcher, 2003). Both STAR and Sony continued to dub US programming for younger audience as children appeared to be able to adjust to the peculiarities that arise when the language is one and the setting another.

(g) Programme for 24 hours: Most television channels are on throughout the day, 24x7. The format for news is lively and informal. News has been made far more immediate, democratic and intimate. Television has fostered public debate and is expanding its reach every passing year. It brings us to the question whether serious political and economic issues are neglected.

(h) Growing number of News Channel in Hindi and English: There are a growing number of news channels in Hindi and English, a large number of regional channels and an equally large number of reality shows, talk shows, Bollywood shows, family soaps, interactive shows, game shows and comedy shows. Entertainment television has produced a new cadre of superstars who have become familiar household names, and their private life, rivalry on sets feed the gossip columns of popular magazines and newspapers. Reality shows like Kaun Banega Crorepati or Indian Idol or Big Boss have become increasingly popular. Most of these are modelled along the lines of western programmes.

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V. Imp.

It is true accrodingly the critics of globalisation of culture through mass media. They say that cultural autonomy of nation is in jeopardy under globalisation.

1. At the social level, the structure and institutions of traditional culture get disturbed.

2. The media texts produced in the Western countries have come to dominate media channels all over the world.

3. In India, television networks have begun broadcasting programmes that are prepared in foreign countries. These programmes destory local cultures.

4. Most of the programmes made in foreign countries for T.V., cinema halls and so on carry ideological messages that subtly brainwash people into accepting alien (or foreign) values and beliefs.

5. In the name of cosmopolitan culture, a shallow consumerist package is being distributed in the Third World Countries. Under the influence of such culture every relationship tends to become a short-lived activity for monetary satisfaction.

6. Due to globalisation in our country everywhere values of sharing, collaboration and harmony are declining or vanishing at a great speed and tension is increasing in society.

7. This degradation in the realm of culture is indeed a serious negative aspect of the phenomenon of globalisation.

Functions of Mass Media:

(i) Provide information to people to be put to use by them for their welfare: Today, we all are living an era of information. The amount of information generated today is simply in credible and beyond one's dreams. It primarily the result of the revolution in information technolgoy. Now-a-days, the transformation of information becomes a necessity, if information has to be put to use by people for their welfare. This function is performed by the mass-media.

Mass Media provide information to people regarding day-to-day events and occurrence. This involves everything ranging from the weather condition to the local, national and international events such as politics, wars, and natural disasters.

In large cities and big towns where people are more self-centred and separated from each other, the media keep them informed about what are going around them.

(ii) Entertainment: Secondly, entertainment is another important function of mass media. People get recreation not only through obvious matters of recreation like films (movies) but also through information provided by the media.

Local news programmes, for instance, furnish information as well as entertainment by devoting time in reporting violent crimes and sports.

The local television channels in most of the cases survive primarily because they make profits by proving ample recreation to the people.

(iii) Socialisation of the young: Thirdly, the mass media now play an increasing role in socialisation of the young. As you know, family, peer group and school normally acts as primary agents of socialisation. However, with the development of mass media (newspapers, magazines, radio, televisions, cinema, etc.) children come under the active influence of the media usage. Musicians, poets, dancers, singers, sport heroes, actors actresses give young people new ideas about how to behave and how to dress. Certain values, attitudes and beliefs projected through media are also imbibed by them.

(iv) Participation in maintaining cultural continuity: Finally, the mass-media lend a hand in maintaining cultural continuity.

They play an important role in keeping cultures alive. In the fast changing world, several elements of culture are disappearing from the scene. By showing these elements in media programmes, the people are reminded of the existence of such elements or cultural practices. In India for example, it is radio which broadcasts programmes of classical music and attempts to continue this tradition.

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M. Imp.

The distinctions between Print Media and Audio-Visual Media:

(A) Print Media:

1. The print media include newspapers, periodicals and magazines of different kinds.

2. According to the Annual Report of the Registrar of Newspapers in India (RNI) for the year 2000, the total number of newspapers and periodicals being published in India was 49,145 as compared to 46,655 during 1999, registering an increase of 5.34 percent.

3. There were 5,364 dailies, 339 tri/bi weeklies, 17,749 weeklies, 6,553 fortnightlies 13,616 monthlies and 3,425 quarterlies, etc.

4. Newspapers were published in as many 101 languages and dialects during 2000.

5. The largest number of newspapers (19,685) was published in Hindi followed by English (7,175) and Urdu (2848). Daily newspapers were published in all principal languages except in Kashmiri. Newspapers are published from all states and Union Territories.

6. Bombay Samachar, a Gujarati daily, published from Mumbai since 1822 is the oldest existing newspaper.

7. As per the RNIs report, the total claimed circulation of the Indian newspapers during 2000 was 12,69,63,763 copies.

8. The modern print media has been strengthened through the establishment of different agencies.

9. The Registrar of Newspapers in India (RNI) was set up in 1956 to allot newsprint for newspapers.

10. Every newspaper periodical has to be registered with the RNI.

11. There are news agencies like Press Trust of India (PTI) and United News of India (UNI) to collect and supply news to newspapers. The Press Council of India has been established to safeguard freedom of the Press and maintain and improve the standard of newspapers and news agencies.

12. The Government of India has its own Press Information Bureau and Publication Division to disseminate information on its policies, programmes and activities.

(B) Visual Media:

1. Film has been far the most popular means of audio-visual mass media in our country.

2. Feature films are being produced in India since 1912-13, while R.G. Torney, along with Chitre, made Pundalik in 1912, Dhunjiraj Govind Phalke produced Raja Harishchandra in 1913.

3. The talkies replaced the era of silent films in 1931 when Adeshir Irani produced Alam Ara (movie with dialogue).

4. India is today the leader in the world in the annual output of feature films.

5. Films in India can be publicly exhibited only after the Central Board of Film Certificate (CBFC) has certified them.

6. In the year 2000, the Board certified 855 Indian and 252 foreign feature films, 1058 Indian and 194 foreign short film, 111 Indian video feature films and 38 foreign video feature films and 503 Indian video short films and 167 foreign video short films.

7. The Film Division was established by the government of India in 1948 to record, propagate and preserve the achievements of resurgent independent India.

8. It has been a vital link between the people and the government. It is the largest national agency devoted to production and distribution of news magazines and documentaries.

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M. Imp.

Communication’s Role in Development and Change in Society.

1. Through means of communication people get information regarding day-to-day events and occurrences.

2. Through means of communication people enjoy and they use the means of communication as an important means of recreation.

3. Means of communication now play an increasing role in socialisation of the young. The young people get new ideas about how to behave and how to dress.

4. India has been a land of great mass communication. Being a country of diversities, communicating with a large number of people simultaneously has always been a problem. In the past, when modern channels of communications such as television and internet were not available, people used to receive information through interpersonal communications. These sources included religious preachers, human messengers, travellers and other forms of traditional channels. Thus, all types of communication strategies, models and experiments have been tried since long. However, the traditional sources of information are no longer popular as new communication avenues are available.

5. Means of communication play a vital role in the development and change of a society. They do so by creating awareness and providing information and education other people. They also provide healthy entertainment to the people. All major communication media-print, electronic and audio-visual have developed in our country.

6. The education television programmes are relayed from different Doordarshan Kendra (TV Centres) in different languages.

7. It is now fully recognised that communication is a vital factor in development and change. It is assumed that transmission of new ideas through mass media can create a favourable environment of social change.

8. Besides bringing about change in attitude and values, communication is also expected to impart knowledge of news like and techniques.

9. Communication helps to enlarge the mental horizons of people. It can be used to raise the levels of aspirations.

10. Despite a high rate of illiteracy (in our country) the importance of print media cannot be ignored. Now newspapers are popular not only in urban areas they have become popular even among the literate section of the village population. One copy of a newspaper is read by dozens of people at a tea or at a barbar’s shop. In reality, the newspaper has become a true mass medium.

11. Like newspapers, television is also becoming a common source of entertainment and transmission of current information. As a matter of fact the increasing significance of mass media has brought about some kind of revolution in the life of the people.

12. Effects of mass communication have been diverse. The media exposure has accelerated the process of change. People now know more about new things and places.

13. Several new elements are added to peoples own culture. Even day-to-day life and practices come under the influence of practices other than their own. To put it little differently, various forms of the media have led to a cultural change.

14. The expansion of modern means of communication has also given rise to new cultural challenges. People have realised the importance of their own cultural identity. They have revived interests in their cultural symbols and objects.

15. The traditional group activities are reinforced with the help of modern means of communication. This process lias integrated folk cultural institutions with emerging cultural tradition. Sociologists call it ‘cultural resilience’ of the Indian people. This strength has led to a kind of cultural integration between the value systems of tradition and modernity.

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V. Imp.

The cultural dimensions of globalisation.

1. Globalisation is a set of processes that interconnect individuals, group and communities. Such connections lead to far reaching consequences for human beings. The social relation established under this condition is deeply transformed because life is more intensively interconnected. In this manner, under globalisation, the lives of individuals and the fates of communities increasingly depend on what takes place in distant places or in other parts of the world.

2. Due to globalisation both national as well as local borders are weakened. Transcontinental and transnational network of activities are generated. New linkages are established in cultural terms. These changes refer to the cultural dimension of globalisation.

3. In India (Indian culture as a whole as well as in local cultures related with different regions or provinces such as Bihar, Orissa, Tamil Nadu, or Kerala, etc.) changes are taking place in cultures of different groups and communities in the wake of globalisation. We nation in the modes of consumption, style of dress, use of synthetic materials and so on.

4. Changes are taking place in music, cultural performance, art forms and regional cultural traits. How far these changes are caused by the growing globalisation is difficult to say with certainty. But we cannot at the same time ignore the role of the exposure to the transnational cultural institutions and practices. Market and commodity-oriented cultural forces are causing dislocation of cultural values and practices.

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V. Imp.

The changes that have taken place in culture in the Context of globalisation.

1. Globalisation is a multifaceted one rather only an economic process. it is a set of processes that provides a lot of opportunities of interconnect individuals, groups and communities. Such connections lead to far reaching consequences for human beings.

2. Due to globalisation social relation of different people or groups or communities deeply transformed because due to this process (of globalisation) life is more intensively interconnected. In this manner, under globalisation, the lives of individuals and the fates of communities increasingly depend on what takes place in distant places. New linkages are established in cultural terms. These changes refer to the cultural dimension of globalisation.

3. Due to globalisation we notice significant cultural changes across the nation in modes of consumption, style of dress, use of synthetic materials and so on. Changes are taking place in music, cultural performances, art forms and regional cultural traits.

4. How far above referred changes are caused by the growth of globalisation is difficult to say with certainty. But we cannot at the same time ignore the role of exposure to the transnational cultural institutions and practices.

5. Due to globalisation market and commodity oriented cultural forces are causing dislocation of cultural values and practices.

6. Globalisation has increased the real as well as perceived threats to local (regional) and smaller cultural (for example Tribal cultures) identities. The growing importance of market has converted cultural symbols into commodities. Culture is being offered for sale in bazaar (market), what we notice is ‘marketisation’ of culture.

7. The emergence to tourism as an industry, increasing number of tourist resorts and marketing of cultural objects are issues affecting the local communities. Such turn to events has led to the loss of meanings in cultural objects. The erosion of structure of folk culture is its natural consequence. Globalisation may thus cause cultural fragmentation because it threatens the core values of the cultural tradition.

8. Globalisation presuppposes homoge-nisation. It is based on the idea of uniformity and homogeneity.

9. The essence of every culture lies in its uniquences. Diversity, not uniformity, sustains a cultural system. It is particularly so in a multicultural society. India provides the most suitable example of such a multicultural setting.

10. Globalisation attempts assimilations of cultural traits and thereby denies plurality.

11. The universalistic mission of global culture seeks to deny all cultural differences and specificities.

12. As globalisation considers the whole world as a single system, its attempt is to create a global culture. Accordingly, the loss of local culture and subculture is legitimised to give rise to a global culture.

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V. Imp.

A.

Audiences comprised of very large numbers of people

B.

Mass communications

A.

Everyday life

A.

1990s

A.

A formal structural organisation to meet large-scale capital, production and management demands

C.

The stand and/or the market

A.

The printing press

B.

Europe

B.

Johann Gutenberg

A.

1440

A.

1883

B.

Marathi

A.

Malayalam

C.

English

A.

Raja Rammohan Roy

A.

1822

A.

Fardconji Murzban

A.

The Shome Prakash

B.

1865

A.

1868

B.

1875

A.

Lahore

B.

Jawaharlal Nehru

A.

5,46,200

B.

1957

Infotainment means to serve a variety of content/information and entertainment through traditional media i.e. television, radio or the print to sustain the interest of the readers.

The consumption pattern related to status symbol in the given way-
The Things which people buy and consume are closely related to their status in society. For example, brand of cell phone, model of car, brand of watch and etc.

1. Technology in the newspaper industry has helped to boost the production  and circulation of newspapers.
2. Technology helps to print the newspaper in multiple regional languages.

1. The role of advertisements in newspapers, magazines, radio, T.V, films, hoardings, internet, mobile phones, pamphlets helps to showcase the products.
2. It has improved communication.
3. Advertisment provides more choices/option to consumers.

Mass media has affected each and every aspect of our public and personal life.It has become an essential part of our day-to-day life.
For example:

• Reading of newspaper
• Watching television/films etc.
• Listening to the radio

Use of Internet / social networking sites are parts of Mass media.

Strategies for making Indian language newspapers popular:
(i) Indian language newspapers have adopted the advanced use of printing technologies.
(ii) National dailies publish regional editions in regional language.
(iii) Consumer contact programmes e.g. by Dainik Bhaskar group.

Media acts as the watchdog of Democracy because of:
(i) The media was expected to spread the spirit of self-reliance and national development.
(ii) It was seen as a medium to provide information on development activities.

Following are the changes experienced by media over the last few years:

1. Over the last few years, mass media underwent drastic changes, it has become the faster method of communication within the reach of all.
2. Being multilingual, we can observe the phenomenal expansion of mass communication. It has also proved the powerful means of entertainment and global connection.

No doubt Media has proved its major role in representing the weaker section of the society:

1. Media is an effective means to inform the people of the various developmental efforts.
2. Media encourages to condemn the oppressive social practices like: untouchability, child marriages and ostracism of widows, as well as beliefs of witchcraft and faith healing.
3. It has given exposure to various programmes: entertainment, education, agricultural know-how, rights of citizen etc.
4. It has demonstrated a powerful platform to voice different opinions and views.

Newspapers, magazines, handouts, books, pamphlets etc. are the different forms of print media.

Following reasons can be attributed to the emerging growth of Indian language newspapers;

1. First, there has been a rise in the number of literate people who are migrating to cities.

2. Second, the needs of the readers in the small towns and villages are different from that of the cities and the Indian language newspapers cater to those needs.

3. Adoption of advanced printing technology in the field of print media has helped boost the production and circulation of newspapers.
4. Moreover, the success of the Eenadu newspaper has given a new dimension to the Indian language press. Basically, the Indian language newspapers are taking up and highlighting the local and regional issues effectively. 

1. Benedict Anderson stated that printing press helped the growth of nationalism, the feeling that the people who do not even know each other's existence feel like members of the family can be named as 'imagined community'.
2. It gave people who would never meet each other but would feel a sense of togetherness.

No doubt, mass media has become an essential part of our day-to-day life and plays a very important role in making our views and supplying us invaluable information.We can see the different aspects of media as under: 

1. The change that has happened due to the growth of modern mass media in the world and in India in the first decades after independence and post 1990. This helps us to understand how the relationship between mass media and communication with
   society is dialectical. Both influence each other.
2. The nature and role of mass media is influenced by the society in which it is located. At the same time, the far-reaching influence of mass media on society cannot be over-emphasised.
3. Mass communication is different from other means of communication as it requires a formal structural organisation to meet large-scale capital, production and management demands.
4. The state and/or the market have a major role in the structure and functioning of mass media. Mass media functions through very large organisations with major investments and a large body of employees.

We can see the potential of FM channels by observing the following points:

1. In 2000, AIR’s programmes could be heard in two-third of all Indian households in 24 languages and 146 dialects, over some 120 million radio sets. The advent of privately owned FM radio stations in 2002 provided a boost to entertainment programmes over radio.
2. The FM Stations specialise in particular kinds of popular music to retain their audiences.
3. As privately run FM channels are not permitted to broadcast any political news
   bulletins, many of these channels specialise in ‘particular kinds’ of popular music to retain their audiences.
4. Most of the FM channels which are popular among young urban professionals and students, often belong to media conglomerates. Like ‘Radio Mirchi’ belongs to the Times of India group.

The potential for using FM channels is enormous. Further privatisation of radio stations and the emergence of community-owned radio stations would lead to the growth of radio stations.

1. New technologies have helped boost the production and circulation of newspapers. A large number of glossy magazines have also made their entry into the market.
2. The increasing rate of literacy has widened the scope of newspaper industry. There is an overall increase in newspapers of different langauges.
3. Dominant Indian language papers such as Malayalm Manorama and the Eenadu began the concept of local news in an important way.
4. The Indian language newspapers have taken advanced printing technologies and also attempted supplements.
5. To compete with electronic media it has reduced its prices and also brought out editions from multiple centers.
6. Effective Marketing strategies have been taken into account by the newspaper industry. For example: Dainik Bhaskar group’s marked the growth as they carry out consumer contact programmes, door-to-door surveys, and research. 

Changes happened in the medium of television:

1. In 1991 there was one state-controlled TV channel Doordarshan in India. By 1998 there were almost 70 channels. Privately run satellite channels have multiplied rapidly since the mid-1990s.
2. The staggering growth of private satellite television has been one of the defining developments of contemporary India. In 2002, 134 million individuals watched satellite TV on an average every week. This number went up to 190 million in 2005. 
3. The coming in of transnational television companies like Star TV, MTV, Channel [V], Sony and others, worried some people on the likely impact on Indian youth and on the Indian cultural identity.
4. Most television channels are on throughout the day, 24X7. The format for news is lively and informal. News has been made far more immediate, democratic and intimate.
5. Television has fostered public debate and is expanding its reach every passing year. This brings us to the question whether serious political and economic issues are neglected.
6. Entertainment television has produced a new cadre of superstars who have become familiar household names, and their private life, rivalry on sets feed the gossip columns of popular magazines and newspapers.

1. The transnational television companies have started to produce their programmes in Hindi or other regional languages across diverse groups that constitute Indian audience.
2. Example: The 'STAR TV' adopted the concept of localisation and began a Hindi language belt of programming and converted itself to a solely Hindi Channel.

Media acts as the watchdog of Democracy because the media was expected to spread the spirit of self-reliance and national development among the people. Moreover, it also acts as a means to inform the people of the various developmental efforts. The media was also encouraged to fight against oppressive social practices like untouchability, child marriages, and ostracism of widows, as well as beliefs of witchcraft and faith healing.

Globalisation affected the Indian Television in the following ways:

1. In 1991 there was one state-controlled TV channel Doordarshan in India but by 1998 it increased to almost 70 channels. Privately run satellite channels have multiplied.
2. The number of homes with access to satellite TV has jumped from 40 million in 2002 to 61 million in 2005. Satellite subscription has now penetrated 56 percent of all TV homes.
3. There has been an expansion in the cable television industry. Video viewing at home and in community-based parlours increased rapidly.
4. The coming in of transnational television companies like Star TV, MTV, Channel [V], Sony and others, worried some people on the likely impact on Indian youth and on the Indian cultural identity.
5. Most television channels are on throughout the day, 24X7. The format for news is lively and informal. News has been made far more immediate, democratic and intimate.
6. The foreign network has introduced regional language channels, such as Bengali, Punjabi, Marathi and Gujarati. This leads to a manifold increase in viewership.