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The Media’s Role in Modernization

 Module 5: Summary chapter 8 and 9

The media is a major concern in the society. This is because of  its content and control and functions. The media plays an important role in the society. First, the media informs the public about important world events. In addition, the media reflects the cultural values in the society. This enables people know the different cultural values in the society. Also, the  media  plays  an  important  role in a democratic society as it gives voices to various groups  with  different interests. It helps prevent the formation of authoritarian government in the society (Johnson, 2003).

 On the other side, the media plays an important role in modernization. It  also helps  spread  modern cultural values and beliefs to the traditional society. The media can become  a  major concern in the society if it becomes dysfunctional. For example, if the media  distorts  the  content  to  fit the political system or its interest.

 People argue that the media can help  liberate the society and unit  the society. This is because the media helps modernize the society. The media helps change cultural beliefs and values in the society. This helps eliminate oppressing beliefs and values. For example, the media helped modernized the Indian society. The society  did  not  have  access  to  modern  technology  like  television. The society  relied  on  stories  to  educate  the  members  in  the  society (Johnson, 2003).

 The   incorporation of television in the society helped improve education in the society. People in the society were informed through the television, but not traditional stories. Though  the  media  helps  educate  the society, it  can also hinder people from bringing  change to the  society. It can also fragment the society. The study carried out in Rural  India showed  that  there is a  strong  correlation  between media like  television and social change. Television has influenced several things in the Indian society. It  has affected  consumerism in the rural  Indian  as  people  have  started  advertising  commodities on the  television. This has changed how people in this community organize their lives and relationships.

         The normative structure and   relationship parameters have experienced rapid change. The elements  could  have  taken  decades  to  change  if the  television was  not  available. Television has encouraged urban modeling and migration in the area. The residents have  migrated  from  the  village to urban  areas  to  look  for better jobs  and  improve  their  lives. Though, the  media has  changed life in the rural India, it  has  brought  negative  effects. For example, television has led to fragmentation of the society through migration. Only  women, children  and  elderly  people  are  left  in  the  villages  as  other  people  migrate to the cities (Johnson, 2003).

            There are various sources of media bias. The  media  bias  results  from  powerful  government  positions  and  also  cultural  factors. Top  officials  in  the  government   or  politicians  are  capable  of  influencing  the content  displayed by  the  media. This  leads  to  biasness  as  the  media  is  biased  on  the  content  delivered. Some  of  the  journalists  are  influenced  by powerful officials to  give biased  information. Some of the journalists  are  conservative  and this  affects the  content of  the media  as  they twist stories  to fit their  interests. The view on world  events has  been  influenced  by  media biasness  in  one  way  or  another.

This  is  because  the  media  distort  the  information  on  some  world  events   to  suit  their  interests  or  the  interests  of  economists  or  politicians. This also influences the message being delivered to the public. The  message  is  only  aimed  at  protecting  the  politicians , economists ,but  not  the  public. Journalists always distort terrorism   news and war news to fit their interests. This misleads  the  viewers  as they  have  hard  time identifying if  the  information  given  is  true  or not. Journalists always have different views on a story. This  is  because  the  journalists  have  different  worldviews  so  they  are  likely  to  give  different  explanations (Johnson, 2003).

 Hynds article  on balance  bias  with  critical questions has  helped  viewers  understand  the  news  aired  in the  media. For  example, viewers  have been  able  to  understand  why   media  biasness  is  common. Journalists are always selective on the sources  of the news. This makes the news presented to be biased. The  article  has  helped  me  understand  the  news  as it has  helped  judge the creditability  of  the sources  used. News  coverage  are  supposed  to  have  enough  background so  as  to  help the  viewer  understand.

The  article  has  helped me understand why some questions are left  unanswered. Most journalists do not answer questions involving government officials. This makes it hard to understand the news. The guidelines have not changed my perspective on the news  as  the  critical  questions  in the article  are  not answered in the  news (Johnson, 2003).

 The forces  of globalization have affected indigenous people in different ways. For example, globalization has affected the cultural values in the society. It  also  led  to  erosion  of  cultural  values  and beliefs  among  the indigenous  people. The  indigenous people are   displaced  by other people in the world to give  way  for  economic  development. Globalization has led to integration of various cultures using the latest  economic factors. This has  led to loss of cultural values in the society. Other forces affecting indigenous people are political and economic forces. The  political  leaders  in  the  country  have  displaced  indigenous  groups  in  the  world.

This has led to loose of indigenous groups in the world. Also, economic  forces  in the  world  have  led  to loose  of  indigenous  groups  in  the  society. Many countries have established   economic measures to promote development in the countries. This  has in turn  affected  the  indigenous  groups  as  they  have  to adopt to  the  modern  methods  of  living and  live their way of life. The organization discussed by LaDuke is different from the organizations discussed by Bordewich. The organizations discussed by Bordewich are ideal than those discussed by LaDuke. The  organizations  are  not  common  in  the  United  States  and  in  other countries  as  peopled  have  not  worked  hard  to make  them successful (Johnson, 2001).


The media bias is a common problem in many countries. This is shown by the media news presented in different countries. The  stories  in  the  media  are  not  clear and  this  makes  it  difficulty  for the viewer to understand .The  stories are not  true as  they  reflect  the  views  of  the  journalist  and other top officials  in the country. The  sources of  the  information  and  the  background  of  the  information are left  out. The  stories  do not reflect  the  viewpoints  of  various  citizens  in  the country. Hence, media bias is common in the world (Johnson, 2003).


Indigenous peoples  are  considered  the  original  inhabitants  of  the regions  that been  incorporated  by economically  and  politically powerful  people in the  world. The  indigenous  people  include people who were conquered  and  colonized  by  the capatilalist   countries  500  years  ago. There are various problems  that indigenous people face. For example, indigenous people face cultural extinction. The people  have  lost  their  cultural  beliefs  and  values  due  to  globalization. The  indigenous  people are  affected  by  development  as  they  are  removed   from  their  ancestral  land to other places  to pave  way  for  development (Johnson, 2001)

        The United Nations has development several measures to help protect indigenous groups. For  example, the  United  Nations has established  an  organization  to  fight  for the  sovereign  rights of  indigenous groups. For  example, the United  Nations  established  the U.N Year of  World’s  indigenous  People to  fight for the rights of indigenous  groups  in the world. The organization has helped raise money to fund community programs to help indigenous people. It  has  also helped  countries and  leaders  understand  the  rights  of  the  indigenous   people. Also,  the United States president Clinton  fought  hard  to  protect  native  American Indians. Also, the  indigenous  groups have also  fought  for  their rights  and resources  using campaigns  and  court  solutions (Johnson, 2001).


Johnson, K. (2003).Media and Social Change: The modernizing influences of television in rural India. Media and Social Change: The modernizing influences of television. Media, Culture & Society 23: 147-169. Reprinted in A Reader of Television Studies: An Anthology, Routledge Press, 2003.
Johnson, K. (2001).Globalization and Culture in Contemporary India: Tradition vs. Modernity.
Paper presented at the 10th Pacific Science Inter-Congress, Guam June 2001
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