Needs of modern man make media the need of modern man

            By Prof Dr. Sohail Ansari

Conceived and worded by Prof DR Sohail Ansari (originality of concepts and originality of words).

He believes that there can never be a zero scope for improvement and appreciates criticism if it is not for the sake of criticism.

·          

Humans always have their lives compartmentalized between work and leisure. Work that occupies most to most in pre-industrial societies was either to grow or hunt food, and unoccupied moments were spent in various group-plays. Life was simple and everybody knew everything he needed to know for his social cultural and political survival.

In consumer culture endeavors of significant segment of population are not channeled in food-related concerns. Groups-plays are possible at a very limited scale, as people have neither time nor familiarity with people nearby nor has physical power comparable to that of inhabitants of agrarian or hunting societies. But man needs diversions and old ways are inadequate; therefore media crafts its own role for this end.

Each individual of consumer society has independent life paradoxically intertwined to that of others: changes in one sector are not confined to that sector and though none has none with the business of other, as long as it has no interference with the business of his and that is rarity in interconnected world of consumer society.  Decisions from the people at the helm determine the course of community; but first community picks people through election and then participates in every action of government through channels of mass media.              

Needs of modern man make media the need of modern man. Consumer society is the big consumer of mass media. It devours media for entertainment, enlightenment and airing of grievances. Dominant presence of media in modern society has subjected it to numerous investigation regarding its influence and power in fashioning personalities of individuals.