WHAT IS THE ROLE OF MEDIA IN SHAPING CULTURAL IDENTITIES AND VALUES?
Keywords:
Keywords: Media, cultural identity, values, globalization, social norms, stereotypes, cultural representation, mass communication, digital media, identity formation.Abstract
Abstract The media plays a crucial role in shaping cultural identities and values
by influencing perceptions, behaviors, and social norms. Through various forms,
including television, film, social media, and news outlets, media serves as a powerful
tool for disseminating cultural narratives, reinforcing traditions, and introducing new
perspectives. It contributes to identity formation by portraying cultural symbols,
historical events, and societal expectations, which help individuals develop a sense of
belonging. Additionally, globalization has expanded media's influence, leading to the
blending of cultures while also raising concerns about cultural homogenization. While
media fosters cross-cultural understanding and appreciation, it can also reinforce
stereotypes and biases. Therefore, its role in shaping cultural identities requires critical
engagement to promote inclusivity and authenticity. This paper explores how media
influences cultural identities and values, examining both its positive and negative
impacts on society.
References
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