The Importance Of Media On Society And Culture

Media is one of the important pillars of human living in the contemporary world. Different significances have been attached to media depending on the impact experienced by different individuals. In explaining this social phenomenon about media relating to societies and culture, various theories have been put forward to increase understanding and relevance. In context is the understanding of uses and gratification, cultural imperialism and convergence theories towards understanding a personal connection to media.

According to Blumler and Katz, the theory on uses and gratification relates to how people make choices to seek certain media sources in satisfaction of needs. In the overall media users can be observed to play an active role in communication structures and this is a sign of purpose driven media usage. Therefore individuals tend to choose the media tools that best address their needs to the fullest. This position of maximizing utility provides for the assumption that individual media users have options to choose from in consumption of media content. Therefore uses of media vary in the context of the

A tendency towards the superior western culture has had several intersections with personal cultural orientations. As a result culture can be observed to be in play in responding to external forces such as western culture. Ideally, making of work easier through use of less time, energy and achievement of greater proportion of results have been a major reason for culture embracing the western culture. However, there are certain aspects that have been observed to influence culture towards the negative. Consequently, culture has strongly moved to reject such concepts. In the overall, culture has seemingly embraced externally influences to incorporate them in outward manifestation such as eating but still retains basic values at the core of a