Cultural communication and protection of value system through television in Pakistan

Abstract

The words culture, communication and mass Media have been in use for the last two decades so frequently that their conceptual understanding has almost diminished and lost validity. Television on top of that is ye t another phenomenon which has occupied our daily life very strongly. It is the largest carrier of culture and has the monopoly over our thought patterns, beliefs and social relationship in the society. Under this scenario, any serious effort to study the intellectually fashionable currents of culture and associated issues, which have sprung from media explosion across the globe, becomes difficult and cumbersome. A small prelude is essentially required before describing the scope of the study. We are living in a 'mediated society' where many of our thought patterns, and values are shaped by the media, which produces versions of events and issues in their own style and under their own social, cultura l and political agew1e> The influence of media is strong both on individua l and society. It reaches a large number of people but in different ways. Media messages a re designed for large number of people but the impact and consumption is different because the people are different and their poli tical, social, cultural, and educational background are different. At the same time, like culture, media products or texts a re shared; they are popular and thus become part of our common culture. Media in general and television in particular is the largest producer of popular culture which is also creating electron ic communities worldwide who share at least a mentionable number of universal cultural traits. For some, media is yet a threat to local cultures and beliefs. The texts and conten ts of modern mass media is challenging the generations old customs, traditions and religious beliefs, which are sacred and not 1 compromise-a ble. The custodians of cultures in Press, academics and intellectua l circles are continuously involved in the debate on; how to create s a fety valves a round the cultural frontiers of their societies. Governments in th eir own political agendas put this mission on top of other cul tural priorities. The religious, social and cultural opposition is thus increasing with same zeal as the media itself is strengthening and expa nding.