The Influence of Television on Cultural Values — with Special Reference to Third World Countries

Abstract

In focusing on the influence of television on cultural values, particularly in third world countries, the discussion covers the impact of the technology of communication on cultural values, the impact of existing, that is traditional, cultural values on television, and the impact of television programs on cultural values. It is not a problem to set up a television transmitting station in any third world country; the hardware is manufactured in developed countries and assembled in a third world country by technicians of the television manufacturing company. The key question is whether the third world country that has acquired this modern piece of technology can put it into operation run it. The operation of a modern television station calls for 3 types of professionals: engineers and technicians, television journalists and producers, and managers and administrators. Consequently, if the host country is to benefit from this transfer of technology it needs to have a community of modern professionals. Also, for a culture to successfully utilize television, it is helpful if the other media of communication are developed. In sum, at the time of the introduction of television in third world countries, such countries should possess an advanced sector of education and mass media which could form the basis for initiating the multiplier effect for which television has the potential. When introducing television to a third world country, one further needs to be aware of the impact that traditional values may have on the utilization of this medium. It can work to entrench traditional inequities in social relationships in the name of cultural uniqueness, and from the perspective of disadvantaged minority groups it could be a form of "cultural imperialism." Thus, when introducing television, the governments of these countries need to consider fostering a set of values and norms that could assist in the modernization of these countries. These should be values that promote human social development, rather than paternalistic traditional values which work to keep the uniqueness of cultural groups. The import and dissemination of television programs from foreign countries emerges as the most visible form of cultural domination. The reason for the overdependence on imported programs are the high cost of local productions, the lack of trained staff, and the lack of will and determination on the part of the management of governments of third world countries. Successful cultural assimilation of television in third world countries depends on the cultural values that it helps to develop and foster in society.