Mass media and new horizons

Television and Video are the latest innovations brought to US from technologically advanced Western cultures which carry with them certain features peculiar to them. What are innovations to developing societies are offshoots of cultural elements of Western ethos. Thus TV and Video are alien technologies brought to developing cultures for awareness, knowledge, trial and adoption. Probing into finer aspects of Cultural daptation of TV and Video is a pioneering attempt. This painstaking study conducted in seven representative sub-culture areas of Ahmedabad city in Gujarat throws valuable light on impact of mass media on children and students, relatives, old, Traditional means friends and disabled and others. of entertainment, socio-cultural life of people, trade and business, belief systems and world view. etc., are variously influenced by what the media serves. These new technology devices are value loaded inputs in the traditional milieu of India today. How various components of cultural system get adapted to TV and Video programmes with educational and entertainment goals has been studied in depth through survey. research and case study methods. The book provides a comprehensive information on cultural adaptation of mass media by the individual, family, local groups, class groups and institutions catering to them.
The findings of the study undermine the ill-conceived notion of TV being an 'Idiot-Box'. Screening and selectivity of innovations are solid foundations of cultures and sub-cultures of India However, it seems that mass media is bent upon ushering in elements of sensuous culture in Indian society.