A Study on the Role of the Media and Its Effect on the Identity of Muslims (Part 10)
The Role and Influence of the Media in the Culture of Society
Through the introduction of specific social norms and patterns, the media can create alignment and a type of cultural building among people in society. It is no secret that the media is one of the important factors in culture creation and the manifestation of culture in society. In fact, media activity is considered a cultural action and is one of the essential tools for socialization and acculturation that plays a vital role in the growth and transformation of various aspects of people’s lives.
One of the most important evaluation criteria in any society is culture, and the media plays a major role in this regard. The media can change the beliefs and values of a society according to its specified goals and cause the society to experience cultural challenges and even identity instability.
What is Culture?
UNESCO defines culture, in the general sense, as a set of distinguishing characteristics—spiritual, material, intellectual, and emotional—that are unique to a society or social group. It includes aspects such as art, lifestyle, basic human rights, value systems, traditions, and beliefs.
Researchers believe that culture and media both possess the ability to influence and be influenced. Additionally, in the process of acculturation, they can initiate changes by explaining or altering social interests. In this chaotic market of media competition, the role of users in creating an identity through media is strongly felt.
Media and Culture
The cultural arena serves as a platform for utilizing all tools and mechanisms. In the interaction of cultures, a superior culture is one that strives toward its goals with effective management of all available tools, media, and works. All intellectuals and experts agree that the media can bring dynamism to society by targeting the cultural society and providing appropriate information and awareness. Society needs a healthy flow of information to advance and modernize. In such a system, all needs of a person—including social, cultural, religious, political, legal, economic, and health—are addressed and resolved timely and transparently.
In fact, the culturalization of the media becomes possible when it spreads and promotes the rich and pure national and religious culture, accurately recognizing the needs and essence of indigenous culture and working to strengthen cultural self-confidence as a solid foundation against the onslaught of foreign cultures.
Media and Deculturalization
What has been said represents one side of the coin; on the other side, the media—whether written or unwritten—can effectively work to destroy cultures and undermine national, religious, and social identities. This aspect of the media causes serious and fundamental harm to the foundation of national and religious cultures.
The process of losing identity, deculturalization, emigration, xenophobia, and the expression of false attractions of foreign countries contribute to a misleading appetite for experiencing and consuming foreign cultures. This includes presenting a seductive image of foreigners and Western places while denigrating national and religious culture and exaggerating the false manifestations of Western culture. This results in a breakdown of morals, the promotion of values contrary to national cultures and religious identities, and the proliferation of vulgarity and anti-religious beliefs.
On the other hand, self-confidence or cultural alienation is one of the consequences and functions of media. Cultural alienation represents an individual’s attitude toward the culture of their society. If this attitude is positive, it is termed cultural self-confidence; if negative, it is referred to as cultural alienation. Individuals learn self-confidence or alienation through society, agents, tools, and media of culture transmission via the processes of socialization.
The Mission of the Media
On one hand, the media is affected by the social context and cultural background of society. On the other hand, during an era of intensive information and communication, it can be used as an active, enlightening, and influential actor on social and cultural behaviors. It has the capacity to shape habits, skills, methods, and strategies of action, thus profoundly impacting public opinion.
Culturalization through the media means transmitting cultural contents, including beliefs, images, perceptions, thoughts, concepts, and values that affect the behavior, clothing, traditions, and lifestyles of people in society. In general, culturalization, especially through media, occurs in two ways: cultural acceptance and culturalism.
Every culture needs to transfer its values, beliefs, norms, and all cultural elements to the younger generation for its dynamism and survival. When the transmission of culture is disrupted for any reason, the new generation distances itself from the culture of their society, making them vulnerable to foreign influences.
The fact is that the concept of culture in Afghanistan has many layers and is rich in biodiversity. The notion of culture in Afghanistan is divided into national and religious culture on one hand, and native cultures and various ethnic groups on the other. Therefore, the media should strive to preserve the unity and protection of national culture while respecting religious and local values.
Culture and media both possess the ability to influence and be influenced. Additionally, during the process of acculturation, they can initiate changes by explaining or altering social interests.
What the Islamic society faces today is an identity crisis. The media, which is supposed to promote the dissemination of Islamic content, has not been able to meet the expectations of Islamic communities.
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