Relation between Media and Culture - Essay Example

The researcher asserts that the mass communication takes place in a particular people at a given time in a particular location. Perhaps there must be something that dictates such a people to be together. The researchers found out that those people stay together work together because of sharing common ideas and expressions, which he terms as a culture. The researchers discovered that such media has to affect the way such people in a community live or express themselves, which is an impact on culture either positively or negatively.

Culture is defined in simple terms as expressed and shared morals, attitude, observes and philosophies in a given group of people.The second article is entitled “the implied audience in media and cultural theory” By Sonia Livingston.The article generally gives a view that the media has to a bigger extend globalized culture more especially the world is taking on the western culture. The article is focusing on the contemporary of the mass media, such as the Internet, satellites, and television that can send a message and received by almost everyone in every corner of the world.

The researcher asserts that if the world did not have such a mass media it would be difficult to transmit such Western culture to the rest of the world. The researcher cites some examples such as Nike shoes, rock music or Coca-Cola drinks. The researcher also talks of an international communication theory and research, where he introduces cultural imperialism from the western world to the rest of the world.