How Cross Culture Media Transformation Destroys the Culture of Indian Society?

The media in India is one of the most powerful tools used by the major powers to control and to change the public perception of Indians about themselves and about the world. An Indian culture is rich and diverse and as a result unique in its very own way. Our manners, way of communicating with one another, and so on are some of the important components of our culture. It is important that we clarify here what we mean by Indian cultural values before going on to see how they have been affected or altered by the mass media culture.

When we speak of Indian culture values, the underline assumption is that these are certain bunch of precepts, largely positive, that generations of Indians have adhered to. Traditionally, Indian have laid high stress on values like peaceful co-existence, spirituality, security to elders, recourse to nature, artistic expression, seeking prosperity, strong family ties, , joyousness and hospitality. Hospitality beings its strong point, Indian culture treats guest as God, serves theme and take care of them as if they are a part and parcel of the family itself. Yoga and meditation are age old practices, which have also found renewed favors with this generation. Prayer is always a daily ritual. Most businessmen will say a short prayer almost before opening their shops or offices: elders alone with the children in the family will pray in the morning or evening.

The joint family system is considered to be the hallmark of the Indian tradition which of course has been fading in recent times. The old have always been taken care of at home and it is generally the eldest who makes important decisions for the family, be it a financial matter or a relationship. Most Indians are very close to aunts, uncles, cousins, and grandparents; holidays are usually spent together and there is little formality in such relationships.

Respect for one another is another lesson that is taught in the book of Indian culture. Respecting the elders is considered one’s duty. Indian culture further tells us to multiply and distribute joy and happiness and share sadness and pain. It tells us that by all this we can develop cooperation and better living among ourselves and subsequently make this world a better place to live in. Helpful nature is another striking feature in our Indian culture. Right from our early days of childhood, we are taught to help another in distress and in need of help; if not financially then at least in kind or non-financial ways.

Dance and music are an integral part of all our cultures and religions. Most celebrations and happy occasions are bright and colorful. Although India is a multi-religious country, our constitution safeguards secularism, however, imperfectly. Thus people belonging to different faiths and section of society are respected, and a great amount of tolerance as well as togetherness is shown during religious celebrations and festivals.

Indian culture dictates the preservation of marriage (regardless of the quality of the relationships involved), the need to dress modestly and not be ardent in public, and general disapproval of sexual promiscuity, extramarital and premarital sex disapproval. Further, Indian cultural values do not entertain open depiction of sexuality either in films or on television.

The impact of mass media on India is very significant and this is clearly apparent though the rising number of advertising agencies who are capitalizing on these media channels. In India, the changes in communication media are accompanied by changes in cultural values. Media use in itself is not particularly cultural in nature. But a number of changes in media habits reflect cultural changes of various sorts. Here I am trying to form a general picture of the cultural changes India has undergoing.

The most obvious consequence of the mass media culture is the emergence of a global culture based on mass communication, media and consumer goods. Big western media companies seeking new markets have taken advantage of a boom in the availability of commercial satellite transponders to being healthy to Indian audience. The younger generation is now hooked on to the job culture the resultant call center phenomenon that turns their night into day and day into night. The way people live in India after the attack of media is changing: the way parents bring up their children, the way children dress compared to earlier generations, the forms of leisure families have, are all changing. Even our classical arts are constantly evolving through new interpretation and experimentation.   

The impact of foreign TV channels in the initial year of a youngster is the introduction of   love and sexuality among the Indians. The concept of dating, which was foreign to traditional Indian culture, has become popular not only among the college youth but also among the school going youngster. With the coming of DTH like dish TV and Tata Sky, the television programs which are heavily film oriented have attracted the Indian audience to it like bee. It has had a strong effect on youngster as they draw their role models from film with their trendy hairstyles and latest branded clothes.        

Various changes that have taken place in our socio-cultural practices in the last five to ten years due to mass media culture. For example in family system, Religious Customs, Health, Education, Social structure (cast system ,class, race division. etc), Language and Communication Style, Political Structure, Value System, etc.  Some changes were necessary and some changes were not necessary. Therefore mass media is not absolutely dreadful rather it is supportive in many ways, it’s up to each one of us how to acquire it and that is what brings beauty to our values and other social, educational system.  So let us not only just follow the trends of mass media rather first evaluate it clearly, creatively, and critically, and that will help us to acquire what is necessary and important in our day to day life. Thus we will be able to maintain our cultures as we walk hand in hand with media.      

Br. Godfrey OFM cap