Necessary cookies are absolutely essential for the website to function properly. But now they are able to see and appreciate what is going around, adding to their information gain”. Till late, they led a life submerged in age old conservatism. A majority of our people live in remote villages, cut off from, what is known as, modernity. This is being attributed to the vast television exposure.
Saxena also points out “Today’s information explosion has opened the floodgates of knowledge and curiosity.
Television has done this job by contributing to the information explosion. Information bridges the gap of understanding between the people and helps them to unite for the cause.
It increases the understanding of the people regarding the issue and develops common feeling for the need for social change. Studies have shown that exposure to media leads to the appreciation of social and cultural ethos.įor any social change to take place flow of information is of prime importance. Television has contributed to breaking the social barriers and inculcation of the scientific temper in our masses. The present out reach of television has created awareness and appreciation of the socio-cultural ethos of our different regions. Research studies have pointed out that perceptions of the television messages, images and ideas shape the entire social system. Television has brought a revolutionary change in the way people receive information and understand the world by shifting them from direct experience of life and environment to the second hand or contrived experiences, which make people feel that they are directly experiencing the events or different places. The most important feature of television is it’s ability to deliver simultaneously into the intimate environment of millions of homes, touching lines of the entire household, ideas mingled with powerful drama (17). Traditional media people consistently underestimate television’s culture changing effects, mainly because they overlook certain characteristics that are so obvious that one takes them for granted. Deodhar strongly feels that television has made contributions to the lives of people of India.
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