Cultural Contamination in The Era of Media Divergence
Journal Title: Journal of Advanced Research in Journalism & Mass Communication - Year 2017, Vol 4, Issue 3
Abstract
In a generation of digital community, media in a short time of span has excessively expanded its horizon, blanketing the various areas of interest. Ever since Marshall McLuhan coined the term Global Village, little did we know that the face of media research would ever be the same. With a wide range of platforms, media has paved way for communities to view, analyze, understand, experience and adapt various cultural behaviors making the world a true Global Village. Culture in any populace has a greater impact to form a collective society. India being one of the oldest cultures in the world, in the recent years has seen many behavioral changes in terms of tradition and culture due to the convergence of media in the day-to-day business. Indians whether adapting the western cultures of consumerism or the process of socialization, has been a question of many in terms of traditional contamination. Overall the cultural behavior of Indians irrespective of religion has traditionally been the same but the problem occurred after the adaptation of western social practices and values. The disagreement between the two adaptive cultures has erupted especially after the slow changes and rapid impact of media. Realizing that geographical boundaries aren’t going to stop multi-cultural influence, this research focuses on the level of cultural contamination in the era of media divergence. Not forgetting that in an era of fast-moving digital society, the struggle between traditional and western cultures has become constant, letting outsider change the way the world looks at India. Taking the reference of the book International Communication, continuity and change, qualitative methodology has been applied for the mode of research.
Authors and Affiliations
Priyanka Ramesh,
Keywords
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