There are no mass media texts, messages, cues and portrayals which are free from cultural biases, objective and advance no relation to power and domination. More often media contents; whether news, entertainment or commercial exposures, contain prejudices of class, gender, race or misrepresentation and social segmentation. Entertainment programmes; however, are relatively heavily saturated with cultural biases and prejudices, of which target audience is predominantly the youth. These media contents influence the political thoughts, shape or reshape the cultural traits, pose or propose idols and icons, affect the social order, and alter the relationship between social institutions. There is an iota of recent research on mass media nexus with culture which advocates the immense power of media to create myths, renew, amplify and extend the existing predispositions to constitute a dominant culture (Curran et al., 1982). \nThis paper mainly aims at exploring the different facets of media effects on culture. How mass media and culture are linked with each other what different schools of thought comment on these effects and what are the effects of technological developments on mass media and culture relationship? These and some other significant questions shall be addressed in the paper.

Login to Download PDF

Please login with your Paper ID and password to access the full PDF.

🔑 Login to Download