A Survey study of youth regarding the influence of globalized

media on their conception pattern in Salem District

Globalised media have quickly taken a prime position in every one’s life over the last
decade. Today it plays a powerful role in the lives of young people as they have an extensive
influence over the way in which youths are exposed to the information. The most important
far-reaching effect of cultural globalization is the commercialization of culture. Production
and consumption of cultural goods have services have become commodities along with the
essentials of social life.

The commercialization of culture has a disturbing impact on youth. What once was an
element of their way of life becomes a product rather than something unique they had made
to suit their won specific needs and circumstances. At the same time people are continuously
bombarded with new images, new music, new clothes and new values. Global media is
increasingly in the hands of a few, large, powerful organizations as is the production of music
and films. Traditional values have been overtaken by globalised media culture. The western
style of music and culture is taking over and we do not have the values to cope with it.

Young generation was the field of interest and research area because the major
responsibility of preserving the culture goes to the young generation as they are the
representatives of the future. They may be the heavy consumers of the globalized media and
that impact can be reflected on their living pattern, dressing style and food habits. Media is
the art of creating habits and it is this art form that can be most devastating in shaping
consumer behaviour and consumer opinion. Consumerism has permeated and changed the
fabric of contemporary Indian society. Buying the latest cares, electronic gadgets and trendy
clothes has been quite popular. Globalisation has led to substantial hike in salaries, raising the
purchasing power of the Indian youth especially in urban areas.

It is crystal clear and vivid that consumer’s culture is becoming an increasingly

dominant global reality. Globalised media shape up the minds and actions of young people
which have led to deep changes in youth culture and their consumption patterns.

In this research areas my main focal point and aim of the area of research and survey would
cover the under mentioned problems.
1. Whether globalised media have any influence on the youth consumption pattern or not?

2. How do they interpret its influence on their live in relation to aspects like food habits
dressing sense and living pattern?

3. To what extent is the influence of globalised media on youth’s consumption pattern with
respect to above mentioned aspects?

Thankyou

Mr. J. Jone Antony Raja M.A, M.Phil, MBA, Ph.d.

Research Scholar
Department of Journalism and Mass Communication
Periyar University
Salem - 11