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Assignment No.

2
Final Project
Code, MCM619.
Title: The role of media in cultural diffusion across the globe.
Introduction
What is media?
Gender discrimination
What is role in culture media?
Portrayal of women in media
Islam and media
Conclusion
Media and Society,
Media is for you and we, media play a very important role in our society and media
working for the general public and provide the information to the people. Media is
interdisciplinary grounding in the keys debates that inform the relationship between the media
and society.

Introduction:
What is media? Today every person knows about the media the first question is what is media?
Media is the main source of the communication and collects the information about everything the
old times no proper channel working for the people. Oldest time people to send any massage to
another place just send the letter and tar (its a form of media) but duration of a letter about one
or two months and the urgent send any massage so sending a tar. And some time women set in a
particular area like near a river and any other place and people to talk about the different news
that is also a type of media communication. Then day by day improve the media department and
introduced the new technologies on the today life.
Media faced many challenges by conventional, like newspaper has to do with the perfect storm
of global crisis. Cultural diffusion is the spread of cultural item i.e. ideas, styles, religions,
technologies, languages etc. between individuals, whether within a single culture or from one
culture to another. (Leo Frobenius, 1897/98).

Taylors (1865) work on culture change first proposed the notion of diffusion as a means of
explaining the appearance of similar culture elements in different groups and of understanding
the progressive alteration of elements within the same group.
One can identify at least five broadly accepted and empirically supported claims that form the
core of what is called cultural diffusion theory. First, borrowed elements usually undergo some
type of alteration or adaptation in the new host culture. Second, the act of borrowing depends on
the extent to which the element can be integrated into the belief system of the new culture. Third,
elements that are incompatible with the new cultures prevailing normative structure or religious
belief system are likely to be rejected. Fourth, acceptance of an element depends upon its utility
for the borrower. Finally, cultures with a history of past borrowing are more likely to borrow in
the future. These claims constitute the core propositions of culture diffusion theory; over the
years, each has been qualified and elaborated upon, and corollaries have been created (Stahl
1994).
Literature Review
Straub (1994) conducted a study on the Effect of Culture on IT Diffusion: E-Mail and
FAX in Japan and the US. The results of the study revealed that cultural effects seem to play an
important role in the predisposition toward and selection of electronic communications media.
Surprisingly, responses to traditional media such as face-to-face and telephone were remarkably
similar between cultures.
A study by (Payne, & Peake, 1977) on Cultural diffusion: The role of US TV in Iceland. The
study was conducted to test cultural imperialism found that cultural imperialism found
substantively support from analysis of data on foreign TV exposure among Icelanders.
Another study based on the role of religion and media consumption in national identity formation
for the youth in Pakistan. A survey was conducted on students sample in Lahore. The results
demonstrate that media tends to play a limited role in the process of identity construction
compared to family and peers among Pakistani youth (Saeed,2013). Another study was
conducted on media coverage provided to religious minorities. The results revealed that media is
giving positive scope to minorities to minority issues and English newspapers are giving more
coverage to minorities as compare to Urdu newspapers (khan, 2016).

Research Objectives
The aim of the present study is to explore the role of the media in cultural diffusion at
national and international level, application of the diffusion theory across the globe and use of
technology specially internet for global diffusion through different variables.

Research Hypothesis
In literature most of the work focuses on the cultural diffusion theories and ways through
which cultural differences are being intermingled due to the use electronic media infrastructure.
However most of the work is needed to be done to figure out different diffusion factors of
cultures on national and international domains. Furthermore, how the diffusion theory can be
applicable at the global level? And how internet is effecting global diffusion through different
variables?
Research Methodology
Explore literature work on the diffusion theory and its application. Conduct detailed
survey on the cultural diffusion drivers across the globe. Literature review on the use of Internet
for cultural diffusion variables of various countries.

Refrences
Straub, D. W. (1994). The Effect of Culture on IT Diffusion: E-Mail and FAX in Japan and the
US. Information Systems Research, 5(1), 23-47.
Payne, D. E., & Peake, C. A. (1977). Cultural diffusion: The role of US TV in
Iceland. Journalism and Mass Communication Quarterly, 54(3), 523.
Rauch, J. (2011). The Origin of Slow Media: Early Diffusion of a Cultural Innovation through
Popular and Press Discourse, 2002-2010. Transformations (14443775), (20).