Human society is highly diverse and people are highly complex in their behavior. Media is very effectively covering the public sphere of communications and now it has certainly created a social and cultural gap in the society which results difficulty in understanding between generations and among people in the same culture. In the same pace, media with its powerful wings playing a role of catalyst for the cultural representation, cultural shift and drift. Contemporary society has undergone extraordinary transformation mainly due to the remarkable changes brought about by technological development of global media. In present scenario, Power of media is immeasurable and gargantuan with highly influential capacity; no doubt media is responsible for the revolutionary change in the social structure, social behavior and social attitude.
Socio-cultural representations are about processes of collective meaning-making resulting in common cognitions. It specifies a number of communicative mechanisms explaining how ideas are communicated and transformed into what is perceived of as common sense. This touches the very heart of mediated communication. “ how the media naturalizes social thinking to generate collective cognition and accelerates cultural representation." Media – whether a new or traditional – is often responsible for shaping the way people think about other cultures and societies. Media Globalization is a real force behind the formation of new cultural pattern in the society. It motivates people to interact with people from different community of different culture. New media promote a new culture in human society, in which the degree of ambiguity and uncertainty has been reshuffled and has reached its highest point, especially in the process of intercultural communication.
This conference will explore the ways in which cultures and societies are presented in media. What is the relationship between media and culture? How can media create alternative ways of thinking about culture? How can media power acting as symbol of cultural representation or serve as cultural schemata.