CBSE Book Class 12 Media and Human Value

Unit 8

8.1 Media and Human Values

In contemporary life media is playing a key role in regulating our lives. Media encompasses the whole body of broad based channels of communication in print or electronic form that reach a large public (e.g. radio, television, movies, magazines, newspapers, internet). The term was coined in the 1920’s with the advent of nationwide radio network, and circulation of newspapers and magazines. It is the media that reaches a mass audience. Mass media can be used for various purposes such as -

1. Advocacy of both business and social concerns. This can include advertising, marketing & propaganda, public relations, and political communication.

2. Enrichment and education.

3. Entertainment- traditionally through performance of acting music and sports along with light reading. Since the 20th Century there are Video & Computer Games.

4. Journalism, News etc.

5. Public service announcement.

The use of mass media is becoming a very powerful tool for social change, education, promotion of business and attitude change. It is changing the ways people get motivated, experience emotions, enjoy life and participate in the social activities. The manipulation of large group of people through media outlets, for the benefit of a particular party or groups of people has become very common. Since media crosses the cultural boundaries there are diverse influences and outcomes which are perceived to be a threat to the native culture.

The influence of media on human values is all pervasive. Values refer to what is desirable and contributes to well being of the people. We often imbibe the values which are embedded in the messages and explicitly stated in the media.

They are perceived as prevalent in the society and are forcefully projected by the media into our subconscious and we tend to internalize it. It can have both negative and positive effects. For example, the positive outlook toward protection of environment, anti crackers’ campaign and protection of animal rights have yielded positive effects. On the other hand, it might sometimes lead to undesirable changes in value patterns. Take for example the excessive focus on achieving a goal (at any cost) without any regard to the means to achieve them or depiction of violence. Media is working as a key to globalization and cultural change. 

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