Exploring the Impact of Media on Social Culture: Evidence from the University of Chittagong, Bangladesh
Main Article Content
Abstract
Although global scholarship has extensively explored the cultural impact of media, Bangladeshi research has largely focused on media’s political implications, misinformation, addiction, and psychological effects- all but overlooking its cultural dimensions within specific academic contexts. This study examines the influence of media on social culture among university teachers and students at the University of Chittagong, Bangladesh. Guided by the “Message Effect” concept within the Cultivation Theory, the study explores how the media shapes social culture. Employing a mixed-methods design and non-random complex sampling, it integrates quantitative analysis with qualitative insights. Statistical results reveal significant positive correlations between media consumption and preferences in spoken language, food, dance, and sports. Weaker, yet positive associations were found with music, clothing, and language prioritization. Thematic analysis indicates gendered patterns in media influence, with male students exhibiting more pronounced media-induced cultural shifts than female students and faculty members.
Highlights
- Media serves as a powerful socialization factor, profoundly shaping social culture, especially in developing countries like Bangladesh.
- At the University of Chittagong, male students exhibit stronger media-induced cultural shifts, while female students and faculty members show comparatively lower susceptibility.
- Media strongly affects dance, sports, food, and spoken language preferences, whereas its impact on music, clothing, and language prioritization is moderate.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright: CC BY-NC-ND 4.0
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