ROLE OF TELEVISION IN SOCIO-CULTURAL DEVELOPMENT OF A SOCIETY
Television has played a vital role in the development of society. Television has changed the societies of the world so much that one cannot ignore its importance. When we talk to our grandparents or great- grandparents about life before Television, they will tell us that they used to listen to the radio and read newspapers and books.
Television today has become an important part of every house. It is the source of information, entertainment and education. Television has become an important tool in transmitting cultural values. Television has been able to shape cultural and public opinion.
The only problem with old traditional media was that it took time to reach people, like print media, it took years to influence the culture, but with television, the impact was instantaneous.
INVENTION OF TELEVISION
Television can influence the behaviour of an individual in a society. Since the 1930’s when television broadcasting began its only priority was to inform and entertain our society.
Television was not invented by one person or overnight. Many experiments were done on the development of Television. The first discovery was made in 1873, the discovery of the “Photoelectric selenium effect” by Willoughby Smith. Nipkow disk, also known as scanning disk, was invented 11 years later, which allowed the invention of mechanic television. It was famous in the 1930s. Many other scientists were making inventions in the development of television John Baird from Scotland also conducted several experiments and succeeded in the invention of Television.
Television has changed since it was invented. It has changed in many ways. More importantly, technologically it has made progress over the years. Many inventors knew that Television has a great future. The other major change in Television is that it is the main Centre of people’s culture now.
When Television was invented, many people had this question about what will be the influence of Television on society. Information was conveyed to those people who were willing to absorb it. There were different ways through which information was transmitted within a culture before the invention of Television. Print media was the source of information (books and newspapers), but Television has played a major role in the development of society, and it continues to influence people.
IMPACT OF TELEVISION
We can say that Television is like a magic box which contains many kinds of information. Television has brought changes in the way people receive information and understand it. Research shows that perception of the television messages, ideas and images shape the entire social system. Television has created awareness and appreciation of socio-cultural development.
For any social change, the flow of information is an important part. It will increase the understanding of the people regarding the issue and develop feelings for the need for social change. Information is the bridge that helps understand and unite for the cause.
Television is the most important gadget in electronic media. Television is different from other mediums. Television became the main tradition in our life. If any house didn’t have a television set, it was not considered a house. After, becoming tradition, it became an institution from where we observe and learn.
We use Television for everything. It has everything — News, politics, literature, music, e-commerce. Our lives depend on the Television. If you want to be a member of a society, you have to watch TELEVISION and make sure you know everything that is happening in the world.
I think of there was no television, then we would never know what’s happening in the world and we would not be able to follow things like we do today.
Television images have great power; they are changing our minds, feelings, ways of thinking and the way we relate with people in the world. Human societies have changed since Television become part of people life.
TELEVISION AND VALUE SYSTEM
Television is one the important factor in the development of attitudes, values and behaviour’s. It is a social educator helping to shape social, emotional and physical development. Television entertains and amuses its viewers, but the need is to educate people as well.
Many times, we see that Television conveys such things and reflects such values which conflict with the values of the educational system. The media is a great source of education. It plays a strong role in the transformation of culture, values and norms in a society. It is emerging as a powerful tool in shaping the social values in light of what we see on television (advertisement, drama and news reports).
SOCIO-CULTURAL DEVELOPMENT
Socio-cultural is used to describe the difference between people based on social class and culture which they live in.
Television has played a major role in the development of socio-cultural factors such as customs, lifestyles and values. It had made people aware of cultural aspects. Television played an important role in promoting aesthetics, education, language, law, religion, politics, technology and material culture.
Television has changed in the past 70 years; technology has changed; types of programs are changed. There are many positive and negative effects of television on our society.
POSITIVE EFFECTS OF TELEVISION ON SOCIETY
Since the invention of Television, it has been used for many purposes like broadcasting, providing information, entertaining people and educating them as well. According to the researchers, Television has a great influence on our daily life, and it plays a vital role in the transformation and shaping people’s opinion. News, documentaries and programs about the social issues are creating awareness among the people, and it is developing their concerns towards the society and culture.
Television has brought major cultural transformation, the way any culture or society thinks. Television is helping us to change the way we live. It is helping us in shaping ideas. It affects our thoughts and beliefs.
For example, in recent years, the viewers of TELEVISION have witnessed a change, The role of females was that they should stay at home as a housewife only this was traditional heritage and typical role of women, but television has changed this idea, now they can work and are also portrayed as working ladies.
Same with the education, before the girls in rural areas, were not allowed to study but television has changed the ideas of people, now the girls are sent for education; easily both in rural areas and urban areas.
Television is also pointing out many social issues like dowry, child marriage, drug abuse, child abuse and other social problems in society.
The nature of television shows has also been changed. The content which they are displaying is informative and is treating social issues. Television is playing a major role in building culture. For example, we see some traditional programs and songs; it reminds us of our cultural roots and national identity. It is helping people preserve their cultural heritage. It is because of television that people from one corner of the world knows the culture of people of the other corners of the world. With the help of television, one can learn about different cultures and their values. This promotes mutual understanding and helps connect the people of different cultural backgrounds. It helps in culture exchange. If there was no television, it would be tough to maintain ourselves in society and to get knowledge about cultures and customs.
Due to Television, the whole world is interconnected. We know about things happening in other countries. We don’t feel like there are any borders; it is all like a friendly neighbourhood. Globalization could be very strong phenomena. I believe television can connect people all over the world and prevent some situations in our country and promote socio-cultural factor.
NEGATIVE EFFECTS OF TELEVISION ON SOCIETY
We have discussed the positive effects of television on society, but there are some negative effects as well. One of the main arguments on television is that it promotes materialistic value, which has promoted the greed of money and glamour in society.
Television promotes artificial demands / unnecessary desires and wants. Television makes use of the psychology of children, women and aged people. Advertising appeals primarily to our emotions rather than intellect. Television has resulted in a particular lifestyle of pomp and show.
According to some reports, television is presenting content only for the leisure aspect of life. This is responsible for changing the mindset and lifestyle of people.
People are spending all their time in front of the television instead of studying, reading books, exercises or playing outdoor games. Television has many psychological effects that refer to one’s dissatisfaction with his or her own self. Movies and music programs these days are also causing mental and physiological issues. Violent and abusive programs are getting popular these days. The viewers are exposed to violence and other unhealthy activities which results in aggressive behaviour and low tolerance. Along with mental and physical effects, there are many things which are affecting our cultural values as well. All television programs should promote cultural practices in our society, but it is doing the opposite. It is declining our social values.
ROLE OF TELEVISION IN SOCIETY
Television is playing a very important role nowadays; it is providing very useful and important information. It is clearing misconceptions of many people. This is the testing time of media as covid-19 spreads rapidly and media has to perform its first and foremost duty i.e. To keep its audience up to date with genuine information.
The television has to connect with the audience during this difficult time and also demonstrate their relevance and ability to fulfil the needs of audience. It is the time when television have to stronger its bond with the audience by fulfilling the mediums with good content.
Television viewers have increased as people are turning to news channels for reliable and trusted information during this crisis. Many channels are continuously updating us about the current situation all over the world. It is playing a major role in awaring people how to stay safe during this pandemic. Various campaigns on television are helping to spread awareness in people about the pandemic. It also informs people to stay safe, wash hands and maintain social distance.
Television has a strong influence on shaping the ways of thinking and the lifestyle of people. There are many programs on television that are created on pure Pakistani culture, rejection of westernization and reflection of Islamic values. Some dramas promote the dignity of women instead of their weaknesses. The main focus should be on the story a and growing ill practices in our society instead of money and glamour.
There should not be a materialistic approach and glamour, as it tends to attract young adults and teenagers. This makes them more conscious of appearance, clothes and physique.
The messages which they are giving should be a thoughtful message. It should stop portraying violence, use of abusive language, and it should not promote western culture. Television has a great influence on our society. Television influences through the messages it conveys. Its message affects the behaviour and thought of the public. We cannot deny the power of television and its role in promoting awareness in society.
CONCLUSION
We say that without any doubt television had affected us and shaped the way of our thinking and behaving. The programs, dramas and advertisement these days are not promoting our religion, culture and social values. It is promoting offensiveness among the people and ways of fulfilling materialistic desires. It has affected our perception, thinking and believing.
Most affected is our cultural values which are changing due to television. Television should promote the cultural identity of any religion, nation, tribe or a clan.
We cannot stop the influence of television on our life’s, culture and society, but we can stop ourselves from such things that are affecting our culture and society in the wrong manner.
There was a time when television was playing a vital role in shaping people’s attitudes and creating awareness about culture and social values, but that time is long gone.
By: Umair Asif
ReyUmm Media House
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