Theories based on the belief that globalization has made nations and cultures more dependent on each other assert that in a world where economy, culture, and politics have become nıore integrated a new world culture is formed. However, since the resources presented by Western media are copied and utilized by other countries, this new uni-versal culture is shaped by what it presents.
Media plays an important role in understanding the social, political, economic, and cultural conditions of the day. On the other hand, media also play an active role in preserving the cultural heritage of societies and conveying it to future generations.
Nevertheless, we nıust not forget that this effect is reciprocal; media affect society, while society affects media. A journalist with his messages can shape and guide society, on the other hand, his attitude can be affected by the reactions he receives from his readers or by the demands of society in general.
Notably after World War II. social, psychological, and economic developments resulted in a consumer-based society. This gave rise to some unfortunate changes culminating in today’s widespread popular culture which is based on imitation and instant gratification. Nowadays, it is an undeniable reality that media play an important role in developing and spreading this culture.
After the formation of a consumer-based society, we saw undesirable consequences as traditional customs of society started to degenerate. corrupt and in some cases even totally disappear. Instead. artificial values taken from foreign cultures somehow diffused into local cultures, an element that at the same time supported the rise of a consumer-based society.
Especially with the developments in the communication sector, media has become one of the necessities of modern man. His thoughts and opinions are shaped by the media. At the same time, media is the main source of the fluctuating thoughts of a society. Media also play an important role in politics. shaping the stands and attitudes of individuals. Today owners of media groups have evolved it into a tool that can influence society according to their own ideological and political interests. We must admit that most of the time the public can unwaveringly be led by the media. Political preferences can be changed and opinions on varied subjects can be reshaped by this leadership.
Today wealthy individuals or influential groups have converted nıedia into one of the most important Instruments of power. With a few exceptions media use power not for the well-being of society but for the benefit of a specific group of people or pressure groups. What we need to do is to abandon commercial journalism and broadcasting, and return to journalism that seeks to benefit the public.