Volume : IV, Issue : IX, September - 2014

Mass Media Helps Multiculturalism or Retribalization

Dr. Deepak M. Shinde, Dr. Kailash Bhanudas Yadav

Abstract :

The mass media are powerful in shaping, influencing and even altering identities, Mass media are part of the cultural sphere that we consume and use to make sense of our world. In recent trend global language & global culture like to come Marshall McLuhan say the world become a global village and, Global Language, global culture Will be coming with the speed Ideology is powerful in moulding our identity. Ideology as set of beliefs makes us believe to conventions, norms and standards. By consuming the different mass through constructions presented by these mass media forms, we base our actions, beliefs, values and perception of the world. Though the dominant class that runs the mass media continuously wins the consent of the subordinate class in presenting ideologies that craft identities, there are forms of resistance that may arise which is manifested among subcultures. Religion, the family, organized politics, the media, the cultural industries), the ideology of the dominant class is transmitted to the subordinate class

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr.Deepak M.Shinde, Dr.Kailash Bhanudas Yadav Mass Media Helps Multiculturalism or Retribalization Indian Journal of Applied Research, Vol.4, Issue.9 September 2014

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