CHAPTER
ONE
1.0 Introduction
1.1 Background to the Study
The role of technological development in society has long been an
interesting area and an important intellectual issue for both academics and
researchers. The influence of technological development is changing the present
world very rapidly. Changes are taking place in all spheres of life and
ultimately changing the social and cultural belief systems. Technological
advancement is the one which is playing a major role for this change.
The introduction of satellite television is one of the dimensions of
this technological advancement which has a definite effect on the social and
cultural area of Bangladesh. For these changes, human behavior is also changing
and therefore, the study of changes in the human behavior is becoming more
important in the present business world. Shamsher and Abdullah, (2012).
Decades of studies on the consequences of mass media exposure
demonstrate that effects are varied and reciprocal, the media impact audiences
and audiences also impact media by the intensity and frequency of their usage.
The results of mass media for promoting social change, especially in developing
countries, have become important for public health.
Finnegan,
(1997) have identified three effects or functions, of media:
(1) The
knowledge gap,
(2)
Agenda setting, and
(3)
Cultivation of shared public perceptions.
Like
other countries in the world the emergence of satellite television brings
significant impact on the country, society and particularly on cultural mores
and values (Fahmy, 1997 and Amin, 2001). In this regard, Harbi (1996) suggested
that there is a positive correlation between satellite exposure and adoption of
Western values and that satellite viewing causes ostentation, distortion, and
ambiguity.
Labib (2001) stated that there is no solid evidence yet to prove the
influence of satellite television, but he does not deny the anecdotal evidence
to suggest an influence on women and girls in fields such as fashion and
clothing as well as fast food consumption.
However, El Fawal (2001) indicates that satellite television affects
reading habits and radio listening in general. He demonstrates how television
undermines the national identity and overrides the local traditions through the
various transnational communications and media networks (Shamsher and Abdullah,
2012).
According to Zia (2007), satellite television viewership is no more
restricted to the upper/middle class only; with the availability of low-priced
television and cable connection, it has become a common household facility for
the lower class as well.
Viewers have access to a variety of channels from local to foreign,
which provide them an opportunity to watch all types of programs. These media
sources expose viewers to new information about the outside world and other
ways of life, which may affect attitudes and behaviors (Gentzkow and Shapiro,
2004) (Olken, 2006).
Numerous research studies have been conducted to observe the impact
of satellite television on viewers, particularly on their behavior. Bukhari, (2002),
Malik and Naseem, (2001). Due to easy access to satellite channels, low cost
and a huge interest of television viewership for entertainment purposes have
created the rapid growth of satellite television all over the world. Zia, (2007).
Media impacts on various social, economic, political and cultural
areas, is one of the concerns and sensitivities of politicians. Identity,
beliefs and values of a community have been affected by various sociability
sources including group media such as T.V, internet and especially satellite in
recent years. By appearing satellite, globalization as a process which is the
product of communication global industry, has become the origin of community
variations and has led to cultures transnational. Thompson, (2000).
An issue which has attracted the attention of many scholars,
pundits, and politicians around the world is negative or positive effects of
satellite programme contents on the status of humans’ social life especially
the youths. Some people believe that, using satellite is an opportunity and knowledge
for cultural/social communications, political participation, creativity and
innovation and e.t.c. and some other emphasize on disadvantages and negative
points of the satellite. There are some concerns about cultural invasion to
religious and national culture in due to increasing use of satellite equipment
and increasing rate of benefiting direct broadcast satellite programs. Larijani,
and Malekitabar, (2007).
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