(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Among the viewers of today, particularly the young adults now experiment on
programmes and intend on gaining new experiences. With optimism, it can be declared
that the oncoming generation might focus better, with clarity and with enhanced utility.
Already evident in this line are the TV channels [eg: National Geography] that are gaining
popularity. If some of them are resorting to cheap entertainment, it is only that such
programs are acting as stress busters for the gen-next which is so stressed with the modern
day living and life styles.
All these braveness are only due to the genuine concern for co-existence coupled with
individualistic contributions that can be through exploiting the inherent abilities of the
thinking modes of the youth, support from the veterans and the clan amidst them.
However, the missing links are, the lack of political will, extreme commercial forces
[greed, quick bucks, economic sabotage, evils] acting against the community services that
are so inevitable for national pride. It indeed hurts the sovereignty of a nation.
Contemporary role of media and effects on nations
In India the society at large is already very diverse to a very increased extent on every
front- socially, ethnically or culturally. Even varied languages, psycho-social behaviours
and regional environmental influences have added to such diversity. It is also true to a
great extent in the Asian nations belonging to the SAARC group.
At least two types of cultural proclivities are pronouncedly visible among those involved
in media houses. One, that of those with formal education with a tinge of international
perspectives- eg:- the English medium schools, convents, ICSE/CBSE,
boarding/residential with McCaulay systems; the other with the domestic, localized inputs
of same formal education structure with milder formats- eg:- govt. schools, non-English
medium schools, etc. As people grow and avail occupations in different media enterprises,
those with former kind of education are less prone to the shake-ups due to effects of
globalization. Also among them with upwardly mobile attitude get into the English media
houses only to find less cognitive dissonance in their work delivery. Those in the language
media including Hindi media have their roots firm in local flavour and thus find less
compatible, sometimes even hard to comprehend, assimilate and ingest the concepts of
globalization, both in perspectives and in the practices, forget alone in their personal lives.
It is also very much reflected in the functioning of media organizations and inside the
media houses.
However, as a full wave of new generation trained and is getting into these media houses,
it also goes to prove that effects of globalization are not a new or a strange phenomenon
for the Indian media practitioners. Then the factor of negative effects on the processes of
growing and progressive media becomes less significant. Owing to the acclimatization of
this generation, at least in the Indian media enterprises, the effects of globalization on the
processes of media are positive.
The society minus the media practitioners has comparatively more negative effects of
globalization primarily due to the diversity factor, owing to all possible different reasons
like no information, no comprehension, less understanding of the concept, less effect on
their simpler life-styles, and so on. It has been a heritage and also inherent in the training
282