Media does not portray life style patterns for common people rather it works for brands and corporate image and benefits,,,that,s why we are losing culture and adopting new innovations with respective of our identity or economic power.
Even media campaign by passed diffusion of innovation approach as difficult to differentiate early majority ,late majority or even laggards, Media approach is not intentionally ,it is what pay the piper theory and commercialization,,,
foreign actors can be observed in our local brands,this is not life style up lift but temptation and allurement
This is a very general question. Classically, media (especially print media) have been considered as a means to inform and educate people.
To-day this is a more or less a wishful thinking as far as the traditional mass media are concerned (television, radio, print, ...).
However, traditional mass media as well as - to-day - digital media contribute massively to the production and circulation of new cultural references, values, believes and norms that characterize, for instance, to-day social movements and what certain specialists call "post-modern tribes (or social groups)": people who share common practices, common brands and star systems, common value objects, and so on.
However, this is a phenomenon which seems yet to be restricted to certain regions of the world and - in those world regions - to an urban social and cultural environment.
The impact might not be very visible in the more developed countries but in the under developed and the developing countries media plays a very strong role in uplifting the lifestyle of the average citizens.
Media does not portray life style patterns for common people rather it works for brands and corporate image and benefits,,,that,s why we are losing culture and adopting new innovations with respective of our identity or economic power.
Even media campaign by passed diffusion of innovation approach as difficult to differentiate early majority ,late majority or even laggards, Media approach is not intentionally ,it is what pay the piper theory and commercialization,,,
foreign actors can be observed in our local brands,this is not life style up lift but temptation and allurement
yeah this is right that media is loosing power in maintiaing respective culture of specific society.
Thanks all for your comments.
Lifestyles are generic to a culture or nationality. Talk of uplifting of lifestyles devalues your own culture or nationality. Media, especially television, relays images of a culture/ nationality which are supported by brands spreading consumerism. Just think of Western media's contribution in popularizing events like "Happy New Year" or 'Valentine Day', 'Father's Day or Mother's Day which are inherently linked to "their" culture;and this is definitely not the culture of India or Pakistan. Media in that way spreads alien culture and try to undermine the native cultures. This whole thing has been very well researched in "Cultural imperialism" or Cultural Hegemony theories.
Its uplifting mental stress nothing else because everything is related with affordability and those who cannot afford are changing into a complexed personality
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