How Does Media Influence Culture and Globalization?

In the present world, every individual consumes media in one form or another. Media is used for entertainment, disseminating information, allowing people to debate their opinions, and helping governments and others understand public interests. Media has been shown to have a subtle and profound impact on individual behavior. By affecting individuals, media also shapes culture.

Influence of Media on Culture

According to the Sapir-Whorf hypothesis, various cultures have diverse systems for categorizing the universe. It was asserted that various societies' language and semantic architecture would reflect these plans. The media has a significant impact on how decisions are made, which results in changes in behavior, and how opinions are formed, which results in observable behavior. Even someone who closely monitors their media usage can be affected by it; it stated that people interpret various media channels differently after comparing numerous media channels. Media on the opposite side also has significant difficulties when attempting to communicate ideas across cultural boundaries.

Jenkins claims there has been a clear paradigm shift in media content creation and dissemination. Users' high interest in sharing knowledge and culture in groups was emphasized by scholars theorizing the current trend toward participatory culture. Cultural exchange and communication have taken on new meanings thanks to the media. Our daily cultural practices are disseminated in large part thanks to the media. It is claimed to represent our cultural norms and beliefs and that the global flow of information has increased cultural expression by giving us more options. When media content creators have vested interests in specific social aims, cultural values also influence the messaging in mass media.

Examples of Media Influence on Culture

The media has a big impact on how culture is shaped and reflected, and it can affect how people think, feel, and act and how cultural norms and values influence those things. The following are some examples of how the media can influence and reflect culture −

  • Representation − How the media presents certain groups of people, such as racial and ethnic minorities, women, and LGBTQ+ persons, can influence cultural attitudes and views. When some groups are repeatedly portrayed negatively or stereotypically in the media, it can reinforce unfavorable cultural attitudes and biases. On the other hand, cultural norms and stereotypes can be challenged and altered with the aid of media representation.

  • Sharing Information and Ideas − The media can influence cultural discourse by what it chooses to cover and how it presents the material. It can also assist in the dissemination of information and ideas.

  • Setting Trends − By highlighting particular goods, looks, or conduct, the media can impact cultural trends. For instance, a successful TV show or movie might make a particular fashion style more well-liked.

  • Reflecting Cultural Values − The media's stories and topics can also reflect a society's cultural values and beliefs. For instance, a news organization that regularly publishes articles on social justice and equality may reflect the views of its readership.

Mass Communication, Mass Media, and Culture

First, distinguishing between mass communication and mass media is critical, as is attempting a functional definition of culture. Mass communication refers to information transmitted to huge portions of the population. Mass communication can be sent by one or more various types of media (singular medium), which is the mode of transmission, whether print, digital, or electronic. Mass media is a type of communication that is intended to reach a large number of people.

The wording is a little different, but the wording is the same. Another approach to examining the distinction is that a mass media message may be spread across various kinds of mass media, such as an ad campaign having television, radio, and Internet components. Culture generally refers to the common values, attitudes, beliefs, and practices that define a social group, organization, or institution. Just as it is difficult to define culture precisely, cultures themselves can be difficult to define since they are fluid, varied, and frequently overlapping.

Throughout the history of the United States, emerging media technologies have altered how people interact socially, economically, and politically. In 2007, for example, a collaboration between CNN and the video-sharing site YouTube allowed voters to ask presidential candidates direct questions during two broadcast debates. Voters may film and upload their questions on YouTube, and a selection of these videos was then picked by the debate moderators and aired directly to the presidential candidates.

This new format brought the presidential debates to a far larger public, allowing for greater voter engagement than was feasible when questions were presented primarily by journalists or a few carefully selected audience members.

Urban Media and Reality

In Urban modern culture, an objective vision of the world is important for a person to be aware of the process of censoring consciousness to appraise continuously changing reality critically. It is notable that, rather than exposing numerous rumors, pseudo-arguments, and lies purposely propagated to impact people's sentiments, emotions, moods, and behavior, mass media successfully and internationally manufacture and disseminate rumors and actively utilize pseudo-arguments and lies.

At the same time, the media achieves its aims involuntarily, but most frequently consciously, influencing psychology and human behavior. In transmitting information, the media aggressively exploits the mythological character of human consciousness, built on emotionally emotive and symbolic pictures.

The media discourse's phantasmal aspect comprises mythological, literary, philosophical, and ideological phantoms. The assertion of G.G. Pocheptsov that imperial power requires phantoms for self-preservation enables us to understand the phantom globalism of media and political discourse witnessed in the modern globe, including democratic countries. This underlines the exceptional relevance of the creative and magical functions of the language of the mass media. The phantasmal character of denotations creates mythologems in the symbolic space of media discourse. It defines the presence of a specific predictive value category connected with interpreting the content of various types of utterances. The degree of esotericism or mystery in media discourse is determined by its mythology.

Myth comprises a mystery, and a conundrum is the anticipation of a miracle, confidence in the supernatural, and the creation of the illusory imagination. Mythology and esotericism are more prevalent in authoritarian discourse. Esotericism relies on the media institute, its political and other orientations, and its aims and ambitions. The reverse of esotericism is the supposition, which is purposely buried in the media reports: Organizing the agency's communications should not be done so that the recipient\sof the mass media cannot do a predictive activity.

The institutional character of mass media language correlates with the leading pragmatic principle of interest (the message should be interesting and contain new, unknown information) and the surmise as the message's predictability (the recipient performs the predictive activity that is deliberately programmed), relies on stereotypes and myths, creating different images. Thus, the institutional character connects with various indicators of exposure, and suggestiveness, namely stereotyping mythologization and metaphorization of consciousness.


In today's connected world of cellphones and streaming satellite broadcasts, our expectations of our leaders, celebrities, instructors, and even ourselves are altering more extremely. Through an analysis of the history, philosophy, and impacts of media practices and roles in America, this book offers you the framework, skills, and ideas to engage with the world of mass media.

Updated on: 28-Apr-2023

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