MEDIA provides a platform for debate and discussion, essential for a healthy democracy. Its impact on cultural practices varies between rural and urban societies. In urban areas, the high density of media outlets facilitates rapid information flow and cultural convergence. Conversely, rural areas face limited media access, where traditional practices persist but are gradually introduced to new ideas. Urban media exposure nurtures a multicultural environment, accelerating cultural changes and fostering commercialization and consumerism, which shape individual and collective identities. Its influence extends to social attitudes, personal beliefs, and cultural practices, reflecting the diversity of the cities themselves.
Media introduces people to the world, supporting societal norms and values, uncovering corruption, and advocating for transparency in governance. In the fast-paced urban media environment, facts often blend with opinions. Urban media reinforces national identity and state power, while rural media strengthens local traditions and community identity. Limited media access in rural areas results in less influence from global trends.
Nonetheless, media plays a unique role in creating awareness and fostering change. While it may be slow to introduce educational programs or social advocacy, community-centric media fosters bonds among members and helps preserve local customs.
In rural areas, mass communication is crucial for obtaining new information and resources. People receive valuable information from media, such as health programs, agricultural updates, or education campaigns aimed at development. The gradual spread of media in rural areas enables the hybridization of culture, allowing rural communities to adopt new concepts without completely abandoning traditional practices, resulting in a blend of the old and the new. However, limited media access may hinder the transfer of new ideas and innovations, slowing the process of cultural evolution and potentially leaving rural areas behind urban centers.
The rise of digital media risks “cultural pollution,” diluting old practices as modern practices enter traditionally unchanged societies. Manuel Castells, in The Rise of the Network Society (Princeton: Blackwell, 1996), explores the cultural changes in media-saturated urban environments. Urban culture evolves under globalization, integrating local and global aspects. Buckingham highlights that media is not just a commodity but a tool for fostering identity formation and cultural expression among urban youth, enabling city dwellers to blend old and new cultural identities.
Geertz argues that rural communities rely on oral traditions and local media due to limited exposure, preserving traditional practices. Lower media penetration helps protect local cultures. Postill examines the role of media technologies, such as radio and television, in introducing new ideas that merge with existing rural cultures, turning media into a tool of modernization that leads to hybrid cultures.
The role of media in urban and rural cultures is pronounced but distinct. For urban populations, abundant media fosters cross-cultural expression and engagement, but it also raises concerns about cultural imperialism and fragmentation, especially with the influence of Western cultures in Asia. In contrast, rural areas, with fewer media opportunities, experience slower cultural evolution. However, media is still seen as a facilitator of change and the sharing of ideas, blending old and new cultural practices.
In urban centers, cultural change aligns with the development of diverse information sources, whereas, in rural areas, the process is slower to avoid erasing traditional attitudes. Ethical issues arise around incorporating local cultures and economic limitations that may restrict media consumption. Ultimately, the paper concludes that cultural practices in society are influenced by the intersection of change and preservation.
Whether new or old, the dynamics of both urban and rural landscapes shape this multifaceted process.
While rural and urban areas have different approaches, media can bridge the cultural gap between them. The expansion of digital media solidifies the relationship between rural and urban influences by facilitating cultural exchange and fusion. Media literacy is crucial for influencing cultural practices, enabling individuals to navigate the media landscape effectively.
The writers are contributing columnist, based in Islamabad.
