IMPACT OF MEDIA TECHNOLOGIES ON SOCIETY
Abstract
Media technologies have undergone significant evolution in the past few years involving many new considerations such as Web 3.0., social media, and satellite coverage. Both negative and positive implications of media technologies can be observed on social level. (Artz&Kamalipour, 2007). Therefore, the proposed research will set out to study how these technologies can be used towards the benefit of society by eliminating or avoiding the negatively influential areas. It will extend in several critical dimensions. For example, the purpose of the research is to investigate into different areas wherein different types of technologies are benefitting society. On the other hand, it will also lead to identification of some of its denting effects on individuals’ psychology, character, behaviour, etc. Apart from this, it will also be assessed how far individual choice with regard to specific use of technology is crucial in this regard. Focus will be retained on both conventional and newly emerged types of technologies to give the research a comprehensive touch.
The underlying study is important, because even though there are a handful of studies made in this direction, the current literature fails to build a comprehensive analysis between merits and demerits whereon the recommendations can be based in the most accurate manner. Since the proposed research will be comprehensive enough to cover all these areas, it will be a significant contribution to the literature. The proposed research is also significant because it deals with one of the most widely applicable considerations. Media technologies are closely associated to society. Many of them are a big source of enlightening and/or forming public opinion. Then, the influence of the underlying technologies on human character is also evident. In every age, the role of media has been vital in shaping different social patterns. All these considerations provide sufficient rationale for the study being proposed.
1. Introduction
Media technologies have always been playing key role in shaping the society. However, it is also evident that differences of views and perceptions have kept the relationship between society and the underlying technologies under debate ever since (Waisbord, 2013). The proposed research covering both traditional and new technologies in the underlying context sets out to analyze the matter from both angles to establish a conclusive opinion in the most rationale manner. It will lead to the clues wherein media technologies can bring certain improvements on individual and social level, which is the core purpose of the study.
1.1. Research Question
“How media technologies and their users can enrich the lives of individuals and society?”
1.2. Research Objectives
Key research objectives are stated as follows:
2. Literature Review
Under the strong impact of globalization coupled with technological development, media technology has undergone a great evolution. Therefore, it is natural for its being a matter of interest for scholars, critics, and analysts (Waisbord, 2013; Artz&Kamalipour, 2007). In addition to this, there has always been a link between media and society. And, the development of technology such as emergence of internet (and social media subsequently) has played crucial role in strengthening this relationship (Burton, 2010). Keeping all this in view, authors and scholars keep engaged in analyzing and evaluating the impact of media-related technologies on society in different dimensions.
2.1. Media Technology and Household Dynamics
For example, Mesch (2006), discusses the impact of new technologies on households. The author establishes that today’s household is characterized by “domestication”. He defines domestication as the role of technologies being used in a house in changing the family dynamics. However, it is mainly related to the emergence of new technologies. He further holds that the pattern and dynamics of households that do not have access to media technologies are totally different from families availing the same (p. 120).Mesch, on the basis of his findings concludes that media technologies have negative impact on their users in this regard. He argues that over-occupation with internet, social media, and other activities have brought down the quality of family relationship though it has supported individualism (p. 119).
Aarsand (2007), is also in agreement with the viewpoint described above. He considers it the base for “digital divide” which refers to the gap between the users of media technologies and those who do not understand them. However, Turtiainen (2007), views the same matter from a positive angle and defends social media in relation to its impact on family dynamics. In a nutshell, the author holds that social interaction helps individual understand the family relationships in a better way. Therefore, the benefits of technologies pertaining to social media fairly exceed their side-effects (p. 490). However, the author does not cover video games and other types of media technologies than social media, which somehow weakens his position in comparison to its critics with regard to correlation between emerging media technologies and changing household patterns.
2.2. Television
Despite all the technological developments, the importance of television as one of the largest sources of information is undeniable. Television has its viewers in all parts of the world. Its significance is peaking in the modern age, as satellite integrated systems allows for wide range of channels. Its viewers, especially the followers of news channels stay updated about all the major political, environmental, social, and/or socio-economic changes taking place in their surroundings. Not only it throws light on the positive measures of the government, but also reveals its drawbacks. Furthermore, it offers the public a platform to get their protest recorded. Hence, television can be regarded as a great blessing on social level (Wilson, Kellerman, & Corey, 2013).
However, Gentile (2003),explores the impact of television on its society and viewers from a different angle. It is evident that TV programs, and news enlighten the public opinion on certain matters. But, negative implications of this electronic source of media can also not be overlooked. For example, effects of violence being shown in TV programs and news reports on psychology of sensitive viewer are highly damaging. Mediating impact of viewer’s personal approach is also of much significance in this regard.
2.3. Internet
The popularity of internet is at sharp and consistent rise since its inception. Boom of social media within past few years has raised its importance in social terms to great extent (Morrison, 2014). Like all other media technologies, it also serves as a dual-edged sword. Therefore, the analysts are divided into different schools of thought in their approach to it.
On one hand, Anderson (2007), sheds light on numerous negative implications of this giant role player in shaping the social patterns and lives of individuals in the modern age. The author acknowledges all the positive areas wherein it serves, but his ultimate verdict based on comparison between pros and cons goes against internet. Issues like pornography, violence, and wastage of time in useless activities (like chat on social media platforms) not only offset, but exceed all of its benefits on social level.
Then, the advocates of internet like Simpson (2008), basing on their research hold that it is beneficial for societies in many ways. For example, it sharpens decision making skills, promotes social relationship, brings harmonization among different cultures by brining the people closer, provides good sources of entertainment and information alike, etc. These supporters also show their awareness with regard to all negative implications associated to the use of internet, but the axis, according to them, is tipped in favor of merits ((Lenburg, 2005; Pendry& Salvatore, 2015; Lehr &Pupillo, 2009).
2.4. Social Media
Social media platforms are getting more and more crowded with everyday’s passing. These platforms allow for wide range of activities from chatting to sharing images and videos. Group discussion is another remarkable feature in this regard (Morrison, 2014). Again, there are unparalleled perceptions about this media technology. For example, one school of thought considers it in the best interest of society as it promotes social relations. Apart from this, since high percentages of consumers nowadays investigate into a product basing on reviews by social media users, it also helps them make optimized buying decisions. Not only this, but it is also a great source of promoting understanding among different cultures (Barefoot &Szabo, 2010; Stevenson, 2002; Partridge, 2011).
However, its critics disregard social media websites due to several unethical practices common with them. Fake identity, unwanted public disclosure of information, wastage of time, cyber-bullying and many other issues provide base for this criticism against this emerging media technology (Acar, 2014; Trujillo-Jenks & Jenks, 2016).
Therefore, it is safe to conclude that almost all types of media technologies have their demerits as well as merits on social level. Some of the advantages and disadvantages are generic, while some of them qualify to be so due to user’s personal approach to certain matters.
3. Research Methodology
All the methods and techniques utilized to conduct a research are collectively termed as ‘research methodology’ (Kothari, 2004). It is also illustrated through Figure 1 as under:
Figure 1 - Research Onion Diagram
(Saunders, Lewis, &Thornhill, 2003)
Given below is the complete detailed discussion on all the techniques and tools aimed to be utilized for the proposed study:
3.1. Research Philosophy
Broadly, there are two types of research philosophies associated to research i.e. ontology and epistemology. Ontology deals with the nature of reality and existence either through subjectivism or objectivism. On the other hand, epistemology tries to answer the question in what ways the knowledge can be gathered (Schlegel, 2015). Keeping in view the nature of the underlying research, the researcher aims to base it on ontological approach.
It will try to answer the certain questions regarding the existence of relationship between society and media technology, the nature of this relationship, and its implications on subjective and objective scale. It will cover both subjectivism and objectivism, because the study, on one hand, aims to investigate into the influence of technology on society regardless of external factors (objectivism), and also the role of technology under the mediating impact of individuals’ choice of use (constructionism). Since the underlying research also aims both to discover a social truth in scientific manner, and to applying qualitative approach to evaluate a social phenomenon, the researcher will adopt pragmatic approach to epistemology.
3.2. Research approach
Inductive and deductive are two commonly known and widely practiced approaches of research. In simple words, inductive approach to a study aims to establish a theory based on an idea or finding, while deductive approach refers to testing an existing theory (Kothari, 2004). Since current study is focused on assessing the nature and degree of connection between society and media technology, it is based on deductive approach wherein the researcher has no intention to build any new theory. Instead, the existing ideas regarding the social implications of media related technologies will be tested in the light of data collected from primary and secondary sources.
3.3. Research Design
Research design extends to two widely used forms of it in the field of research. These include qualitative research design and quantitative research design. Qualitative design deals with the data that is not quantifiable and not measurable on any numeric scale. The analysis of such data is both exploratory and critical, but lacks exaction. On the other hand, quantitative research design leads to price findings that are measurable and quantifiable. However, it does not provide critical insight into the matter (Kothari, 2004).
Since the researcher aims at both precision and exploratory details, he will utilize the mixed research design for the proposed study. Major part of the question in questionnaire will consist of close-ended questions. However, some open-ended questions are also devised to obtain exploratory remarks from the respondents (as shown in appendix). The type of the research design opted by the researcher is well aligned to the objectives of the study.
After determining the research design, the next phase is to select a data collection method appropriate to that. There are two basic sources of data collection including primary and secondary. Primary sources of data collection are firsthand means of information i.e. face-to-face interviews, and online questionnaire. On the other hand, second hand or secondary sources are the studies and research works already conducted/made by other researchers or scholars. These include books, articles, news, peer-reviewed journals, newspapers, annual reports of companies, and all other types of publications (Kothari, 2004).
As for data collection, the researcher will rely on both primary as well as secondary resources. In primary research, 300 participants will randomly be selected to fill an online questionnaire (shown in appendix). Online questionnaire is devised to be a preferred method by taking into account both the resources (i.e. time and budget) and objectives of the proposed research. Limited resources do not allow for face-to-face interviews. Furthermore, exposure of personal identity to the interviewer may lead to moulded replies on the part of interviewees on certain critical and sensitive matters i.e. pornography. Secondary data will be collected from books, journals, news, and other authentic sources of information.
Primary data will be analysed in statistic way and it will be checked with the findings of the review of existing literature. The alignment between both types of data will determine the degree of reliability and validity of the findings. A summary of research design is provided in the table below:
3.4. Research Ethics
All the participants will be interviewed after taking their consent and they will be free whether to respond or go otherwise.
All the participants will be briefed on the purpose of the study before they are surveyed.
Personal information about the respondents (if any provided) will not be disclosed complying with all the legal and ethical obligations regarding privacy.
The data that is collected from the sample population will not be used for any other purpose than ones specific to the proposed study.
The researcher will present the collected data in its original form and will make no attempt to misinterpret any of its part during analysis.
There will be no involvement of the researcher’s personal bias (if any) towards the research participants or the case of the study.
At no stage, the researcher will make any deliberate attempt of intellectual property theft i.e. all the secondary sources utilized for the underlying research will duly be referenced.
4. Expected Research Contribution
4.1. Theoretical Contribution
As already discussed, media and society have always been correlated to each other, and this correlation has been receiving attention both on public and theoretical level. Then, the emergence of new media technologies has caused many new perceptions and ideas about the role of these technologies in shaping the social patterns. Basing on it, the researcher expects handsome theoretical contribution to his study from its theoretical background. It will add to the reliability of findings.
4.2. Managerial Contribution
Some general types of media technologies are also being used for organizational matters. For example, internet has boosted the trend of remote work. Therefore, theapproach of managers and organizations to the case of the study will be a significant dimension to explore.
5. Structure, Time Scale, and Planning
The proposed research is targeted to be completed within 14 months since its execution. The schedule provided below contains all the information regarding the structure of the proposed study along with the description of planned timeframe for each of its components:
The underlying study, on the basis of its comprehensiveness, will be a good contribution to the existing literature on the case of the study, as it aims to analyse the impact of media technologies on society from different theoretical, philosophical, and other critical angles. This will lead to the most accurate recommendations to address the research question. As in any other case, the researcher is faced by certain risks with respect to the study in hand. Some of the major threats stand low response rate, exceeding resources, delays, and unconscious responses from participants. Some of these issues, especially unconscious responses (to certain percentage) are acceptable as part of research. However, the remaining ones will be countered through appropriate mitigating strategies.
References
Aarsand, Pål André. (2007). “Computer and Video games in Family Life: The Digital Divide as a Resource in Intergenerational interactions.” Childhood. Vol. 14, no. 2, pp. 235-256
Acar, A. (2014). Culture and Social Media: An Elementary Textbook. Cambridge: Cambridge Scholars Publishing
Anderson, B. (2007). Information and communication technologies in society: E-living in a digital Europe. London: Routledge.
Artz, L., &Kamalipour, Y. R. (2007).The media globe: Trends in international mass media. Lanham, MD: Rowman& Littlefield.
Barefoot, D., &Szabo, J. (2010).Friends with benefits: A social media marketing handbook. San Francisco, CA: No Starch Press.
Burton, G. (2010). Media and society: Critical perspectives. Maidenhead: Open University Press.
Gentile, D. A. (2003).Media violence and children: A complete guide for parents and professionals. Westport, CT: Praeger.
Kothari, C. R. (2004). Research methodology: Methods & techniques. New Delhi: New Age International (P) Ltd.
Lehr, W., &Pupillo, L. M. (2009).Internet policy and economics: Challenges and perspectives. Dordrecht: Springer.
Lenburg, J. (2005). The Facts On File guide to research. New York: Facts On File.
Mesch, Gustavo S. (2006). “Family Relations and the Internet: Exploring a Family Boundaries Approach.” The Journal of Family Location, vol. 6, no. 2, pp. 119-138.
Morrison, K. (2014). The Growth of Social Media: From Passing Trend to International Obsession. Social Times.Available from http://www.adweek.com/socialtimes/the-growth-of-social-media-from-trend-to-obsession-infographic/142323 [Accessed on 12th March, 2016]
Partridge, K. (2011).Social networking. New York: H.W. Wilson.
Pendry, L. F., & Salvatore, J. (2015).Individual and social benefits of online discussion forums.Computers in Human Behavior, vol. 50, pp. 211-220. doi:10.1016/j.chb.2015.03.067
Saunders, M., Lewis, P., &Thornhill, A. (2003). Research methods for business students. Harlow, England: Prentice Hall.
Schlegel, D. (2015). Cost-of-Capital in Managerial Finance: An Examination of Practices in the German Real Economy Sector. London: Springer
Simpson, A. (2008). Internet 'speeds up decision making and brain function. Telegraph.Available from http://www.telegraph.co.uk/news/3262597/Internet-speeds-up-decision-making-and-brain-function.html [Accessed on 12th March, 2016]
Stevenson, N. (2002). Understanding media cultures: Social theory and mass communication. London: Sage Publications.
Trujillo-Jenks, L., & Jenks, K. (2016).Case studies on safety, bullying, and social media in schools: Current issues in educational leadership.
Turtiainen, Pirjo.,SakariKarvonen and OssiRahkonen. (2007). “All in the Family?The Structure and Meaning of Family Life among Young People.”Journal of Youth Studies. Vol. 10, no. 4, pp. 477-493.
Waisbord, S. (2013). Media policies and the blindspots of media globalization: insights from Latin America. Media, Culture & Society, vol. 35, no. 1, pp. 132-138. doi:10.1177/0163443712464567
Wilson, M. I., Kellerman, A., & Corey, K. E. (2013).Global information society: Technology, knowledge, and mobility.
Appendix
Questionnaire
1. What is your age?
18-30 years
31-50 years
Above 50 years
2. What is your gender?
Male
Female
3. Do you think media technologies are playing constructive role on social level?
Agree
Strongly Agree
Indifferent
Disagree
Strongly Disagree
4. Which type of impact of media technologies is dominant on society?
5. Which one of the following is the most damaging aspect of technological development in the field of media?
6. Which of the media technologies given in the table can play more important role towards bringing the improvements in the lives of individuals and betterment of society?
7. Do you think change in the individual’s approach towards using different types of media technologies can help overcome their harms?
Agree
Strongly Agree
Indifferent
Disagree
Strongly Disagree
8. How do you see the future of relationship between media-related technologies and society?
9. What recommendations do you make to improve the role of technology in the development of society and individual character?
