HOW IS MEDIA RESPONSIBLE FOR SOCIAL CHANGE?

The basic functions of media are

1. inform (a teacher function)

2. surveillance (a watcher function)
3. service the economic system
4. hold society together (act as sort of a cultural glue)
5. entertain
6. act as a community forum (media equivalent of town hall
meeting or group discussion)
7. set the agenda
8. service the political system

Because of huge penetration of media in urban as well as rural societies no

arena has been left where it has not introduced any change. From lifestyle to
education and from health to traditions nothing has been left untouched by
the media.

Lifestyle of people is the one which has been highly influenced by the media
like inclusion of fast foods in the food habits, changing pattern of clothing
and dressing in all, housing or home designing has also been affected. It has
also led to increase in comforts of daily life. Materialistic aspects of lifestyle
have been influenced to a higher extent e.g. use of dining table for meals.

Media has also affected the pattern of higher education, women education
and hence resulted in women empowerment. Social advertising has also led
to change many social practices; some of them are female foeticide, child
labor, caste system etc

Media has played important role in changing non-materialistic aspects of

culture; reconstruction of old values, relationships have changed, social
values and beliefs have also changed. Influence of western culture has
introduced the concept of DINK i.e. double income no kids and adoption of
inter-caste marriage, single parent, unwedded motherhood, live-in
relationships etc. Although these changes are more prominent in
metropolitan cities or ultra modern societies (high class societies); middle
class and rural societies have adopted some of the changes but to lesser
extent. Traditions have also been influenced in many communities e.g
Karvachaut; a ritual in Hindus now has been widely adopted by sikh
community.
Major changes has been brought about in the sector of Health and hygiene
and nutrition, campaigns with media support has resulted in grand success
of vaccination camps; awareness about new diseases, precautionary
measures, and dietary practices has resulted in lower mortality and
morbidity rate, increased life span and life expectancy of human. Media has
also played an important role in spreading environment awareness.

Not only health sector also banking and insurance has witnessed changes,
media has spread the concept of savings and insurance. Also it has spread
awareness about Human and consumer rights and has helped to curb the
social evils like corruption, bribery, dowry etc.

Change in media technology has changed the scenario earlier there used to
be monopoly but now there are varied numbers of channels, also the
possession of media source per household has increased. Changing scenario
has resulted in more job opportunities which further lead to rural to urban
migration of population and globalization.

Thus a lot of changes have been brought about by media some on small
scale and some on large scale.