(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Normative influences: - Even though globalization resulted in easy access of technology
to the less developed nations, the normative influences on media industry due to rampant,
uncontrolled use of such technology for media is enormous and powerful. Example, in a
reality show Emotional Atyaachaar, a young male approaches a TV office to test the
chastity of his female partner, meanwhile the whole media technology is exploited to
conduct a 007 type or like a sting operation where different camera teams follow the girl!
Also a smart handsome male is hired to attract that girl and finally projected before this
affected party, the male plaintiff. The emotions of this affected individual, behaviour and
sentiments are viewed by the audience with a sadistic pleasure. Later, the male manhandles
her too. Soon, one more girlfriend of that male also comes into the scene!
Other news from the land like a small child fighting for its survival having fallen into a
borewell, a minister or his staff beating a citizen, hurling of shoes, are used for increasing
the credibility of TV media among viewers embedding in their minds as the most wanted
media. Telecast of violence, crime, people fighting for life, the gory accidents add fuel to
the pyre. Thus, it is notable that in developing situations most media are imitative of
worldwide dominant media practices.
In the guise of reality show, the humanity, norms, traditions or culture themselves have
shown signs of getting displaced. Priorities are given to the above at the cost of huge
compromises of sinister effects, even if it could mean annihilation of societies or extinct
of healthy lifestyles.
Maturing Media Audience
There has been a confirmed increase in the maturity levels of media audience in terms of
consuming, participating and even criticising aspects. Broadening of perspectives about
different societies among people of particular nations to understand the intricacies of
internationalization aspect is not only inevitable but also necessary and essential for post
modern world affairs.
The media professionals seeking jobs in different media enterprises cutting across the
globe, breaking the national barriers verily paves way for initiation of broadening of
perspectives. Just like International Cricket- Test/1-Day/20-20, any mode of entertainment
platforms enjoining media activities anywhere in the world supports for the pan-national
mixing of people thus catering to the perspectives of internationalization.
INFERENCES
In spite of hesitation by the decision makers in Indian democracy, interestingly there are
traces of braveness among the new generations in India. All thanks to their increased
acclimatization with global trends and practices with a tolerant and patient approach to
blend the concepts into their existing life-styles. The youth generation has strived hard in
updating skills, for instance, learning English quicker as against their Chinese competitors.
Also appreciable are the abilities and prowess of the current responsible youth in the
media to aggressively participate in the progressive activities of the nation. For instance, if
the journalists have to break conventions or rules only to get scoops which are
convincingly in the welfare of the nation and surely in wider public interest, they will not
hesitate to go ahead and do so. In a hurry to do so, even copying of ideas [plagiarism] of
program genres & types are not to be ruled out.
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