MASS MEDIA, CULTURE & SOCIETY WITH THE PERSPECTIVE OF GLOBALIZATION, MODERNIZATION AND GLOBAL CULTURE

During the course of this research paper the researchers intend to assess what are societies, culture and mass media; the circumstances and conditions that make the three of them to be interlinked. What are the effects of mass media on culture and society? and whether these effects are positive or negative. What is the role of mass media in creating globalization, modernization and how does it promote cultural invasion of dominant powers that control the forms and contents of the mass media. This cultural invasion through mass media is literally helping in creating global culture all across the world especially in under-developed countries and thus these countries are losing their own cultural heritages gradually. Because of the cultural promotion of the dominant powers by mass media in under-developed countries the new generations of these countries are ignorant of their own local cultures, norms and values, which is a great dilemma of today. This is an issue of international concern and needs an effective solution of the problem, because different nations are recognized and remain distinguished from each other on the basis of their cultural differences.