Communications and Media

The universal has come to be experienced in the day to day live of media in India by audiences. This is happening in a manner assuming cultural imperialism whereby traditional cultures are kept aside by the western ones or resistance from the audience whereby the western cultures are incorporated to the traditional ones. The cost of the outcomes of Indian media globalization demands for more perception on the way media consumption takes place under traditional circumstances of unleveled privilege and power (Kim, 59).
 
The Vamsee of this article is trying to shift attention from studies of globalization to a closer look at the meaning of traditional religious and national aspects in media consumption. He looks at how traditions in India are re-imagined in global media consumption. Vamsee argues that, the paradigm of international communication and social science regarded tradition as an inherent barrier to the development of the third world. They also saw it as stagnant and passive though they may have good intentions. On the other hand, cultural aspects of the society tend to view media globalization as a victim of western media. Vamsee however states that it is of no need to approach traditional values as opposite of modernity but as a way of engaging with aspects that are not related to media as well as modern ideologies and practices that lie beneath their interpretation of media conversations (Kim, 61).

I think Vamsee is right when he argues strongly that, the emergence of global media in India has not completely replaced traditional values with global or western ones. Global media institutions in India have been localized instead of the transforming traditional values to global ideologies. The Indian population also interprets the meaning of global media texts and ideologies in regard to their family, nation and religion. I think Vamsee also has a point when he states that localization of media in India made sure that mass communication aspects veered strongly towards the traditional and the family direction (Kim, 65).

Localization of media allowed Indians to view modernization as the rebirth of the state in global field. The family was portrayed as being little affected by the globalization of the media. Vamsee argues that re-imaging the tradition will develop a false notion of cultural security inclined on tags and mottos of identity, though moral and social essence of that identity is lost. Vamsee questions that until when will the traditionalists behave in a conservative manner though the forces of media globalization are sweeping all over India (Kim, 67). Vamsee brings about a very strong issue when he states that what is being experienced is more than both traditions and modernity. Vamsee claims that it is a misunderstanding that revolves around any one media conversation. This misunderstanding is being experienced though the audience is interpreting well known notions of the nation, family as well as religion coming from possibilities that do not deserve sanctimonious disapproval. Vamsee indicates that the media in India is creating a community that has no interest in other human beings (Kim, 68).