The impact of mass media has been outstanding throughout the history; in the ancient times people were dependent upon story tellers to hand down the history, information and culture as to get knowledge.
At present time it is one of the method to shape the minds of the people, to educate them, to inform them abut life happenings. Now-a- days an illiterate person, try get as much as information he can through different sources of mass communication including radio, television or by going through the pictures in magazines ,newspaper etc.
The future of anything in its initial stages is not sure or somehow uncertain. To illustrate it we can take the example of radio, when it started in 1910’s, its future was uncertain but very soon it was considered as the important medium similar was the case of mass media but the increasing industry has proved its importance, in every walk of life.
One can find that the strongest impact of media is over our youth as they are the regular followers and tend belief and adopt everything, infect they are the target of may businesses. It is media who plays its role in globalization, also boost culture, not only this also give freedom of expression. It has enhanced political consciousness and made the masses aware of it.
As it is describe above that media is giving boost to cultures as a result of which fusion has taken place and a new culture known as global culture has evolved. We can further elaborate as:
Blogs will be the 1st place that news breaks, and the only place to go for serious insightful reporting. Local newspapers will be replaced by loose networks of local blogs. National newspaper will be driven to extinction by logarithms (Google, Blogdex) and information clearing house blogs.
The wikimedia projects overtake the New York Times to become the “news of records”, the first place people go for unfamiliar information or to follow-up on previous event. Eventually the cultural importances of wikipedia will spwan the wikiprint project in order to provide printed editions of the latest versions of wikipedia articles periodically. When national news paper go up for sale.
The wikimedia foundation well starts buying their archives and hiring a few wiki friendly reporters and editor to work on developing content and editing full time.
Satellite has made a huge difference to the choice of viewing available even in relatively small towns in economically under developed parts of South Asia. it has opened windows to word which were inaccessible before except to the well to so and it has provoked a lively often debated about the implication for nations, communities and culture.
It has also offered a major challenge to the national broadcasters of South Asia who had the field to themselves for so long. Satellite TV is no respecter of borders. It has created new electronic communities which transcend old political boundaries .the same programs can now be watch in Karachi, Kandy Katmandu, Kolhapur and Khulna, even if the language isn’t always understood. It is the challenge not just to the national broadcasters but to nationalism itself.
Local TV news will be replaced by what we now think of as public access television, delivered over the web, but with the advent of low cost digital video recording and editing equipment, it will rival the cable network in terms of quality, cutting edge content and personal engagement. Most future of film makers gets their start producing pieces for local video websites. In short future of mass media is so bright.
(The writer is the student of Mass Communication, University of Karachi.)
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