The Role of Electronic Media in Perpetuating Diverse Cultural ...

Jemima Maji Marak, International Journal of Research in Engineering, IT and Social Sciences,

ISSN 2250-0588, Impact Factor: 6.565, Volume 08 Issue 11, November 2018, Page 20-29

http://indusedu.org Page 20

This work is licensed under a Creative Commons Attribution 4.0 International License

The Role of Electronic Media in

Perpetuating Diverse Cultural Values:

Special Reference to Northeast India

Jemima Maji Marak (Research Scholar, William Carey University, Shillong, Meghalaya, India)

Abstract: This paper deals with some of the intricate beauty of Northeast India with its diverse cultures valued

by the people of the Northeast; the threats to cultural identity; the need to sustain; the need to project correctly;

and the role of electronic media in perpetuating the traditions and cultural values. Sustaining and perpetuating

the cultural values require the concerted efforts of everyone to recognise one’s cultural values and of others.

But electronic media has the power and potential for universal coverage and instantly.

Northeast India is made up of eight (8) states and shares international boundaries with China, Bhutan,

Myanmar and Bangladesh. The population of the eight states is comprised of different people groups with

diverse cultural practices. Culture is as dynamic as people. Movement and intermingling of the people led to the

cultural integration within the states and neighbouring countries prior to the introduction of modern

communication and technologies.

In the recent past people people’s way of life has been impacted by electronic media through the use of

gadgets such as radio, television, computers and mobile phones especially when these gadgets are enabled by

the Internet. There are countless intricately woven connotations in the activities and practices of the people

besides the colourful dances and songs, both tangible and intangible ones that are valuable for the individuals

and society.

Flood of information is available for the users. Some information are worthy of integration and some

are harmful and threat to the society. Sometimes there is a tendency for the users to pick up wrong habits and

practices. Unfortunately, in the pursuit of other cultures, some users dissociate themselves from their own good

cultural practices and lose track of their own.

This paper presents the importance of unity in diversity through cultural integration and the need to

perpetuate the cultural values. Part I deals with introduction where brief overview is given about the paper.

Part II is on the contextualisation of Northeast India, which is a home to diverse language groups and cultural

practices. Part III is on the impact of electronic media on culture; the contribution and threats brought about by

electronic media. Part IV is on the need for concerted effort in perpetuating cultural values especially through

the support of electronic media. And Part V is the conclusion with remarks from the author.

Keywords: Culture, tradition, values, globalization, electronic media

I. INTRODUCTION

In order to understand the roles of media, different types of media need to be taken into considerations.

Until the recent past, there existed two types of powerful media. The print media, which is the oldest media that

exists in the form of newspapers, magazines, journals, newsletters, billboards and pamphlets, and the

Broadcasting media that are usually the reports via radio and television. Recently, with the invention of Smart

phones and Internet another type of media has emerged which is the popular social media that allows bulk

messages through mobile phones to be transmitted to a large number of receivers instantly and at an affordable

rate. Currently, the most popular electronic gadgets are the handheld gadgets with Internet service allowing

instant access to information relating to entertainment, education, social networking and online news etc. that

are available in the form of text materials, audio or video. It is a matter of convenience to users as they can

selectively read or listen to the news category of their choice. And there are bloggers who share their opinions

on certain issues and topics where it is open for the readers to leave their comments. There are news archives to

be read or reread at the reader’s convenience.

The use of electronic media in the field of mass communication in this information technology age is

important. Electronic media is the combination of gadgets such as television, radio, computer, mobile phones.

Mass media aims at communicating the information to large and diverse audience at the same time. It can be

transmitted in the written form, audio or video. When some of these gadgets such as computer and mobile

phones are enabled by Internet the information can be shared instantly and globally if one chooses to share it in

the public domain. People in democratic nations enjoy their freedom to express, imbibe and practise what one

chooses to believe. For this reason, the world needs ethical and truthful mass media personnel. What is





powerfully portrayed in the media has great influence on the general public audience that are listening and

observing.

Print media and electronic media are the strength of the nation that keep the mass informed of the

national benefits and schemes, the crisis and the dangers, the frauds and thefts, warning on disasters and natural

calamities. They are the eyes and ears of the people. Media can be used to refute the wrong and bring awareness

to the mass. It can be used to curb social problems. However, careless reporting and unethical expressions can

distort truth and propagate the errors. At the same time public also get chance to communicate as mass

communication is the exchanging of news or information between people. The public receive information and

become aware of many issues and are guided into decision making. Media being very powerful can be used in

different ways. One of the channels for media to serve the society is to sustain, transmit and perpetuate cultural

values.

It is important to sustain, transmit and perpetuate cultural values as cultural values are the core

principles and ideals that community values and practises and thrives upholding those principles. Culture is a

way of life, created by man. Culture is an integral and inseparable aspect of human being. It is not all about the

colourful dances and songs but it is a way of life in the society. There are countless, intricately woven

connotations and nuances in the activities and practices, both tangible and intangible in every society. Culture

intertwines habits, attitudes, traditions, literature, pictorial arts, music, and artefacts. Pattern of settlement;

housing pattern; adornment and costumes worn; food; music; festivals and dances; the form of communication,

either verbal, gestures or written; beliefs; folklores; arts and artefact; monuments; sacred groves and primitive

environmental protection are all aspects of culture. Northeast India with its diverse culture can be looked at as

an example.

Northeast India is a home to many tribes, religion, language, customs, colourful costumes; residing in

diverse landforms in the midst of rich biodiversity, close to nature. The media with all its influences can provide

support towards the sustenance and perpetuation of cultural values. Moreover, diverse cultures of northeast,

which appeared to have been tugged away from the rest of the country and the world due to its geographical

location, which is linked to the rest of the country only through a narrow strip of land called ‘Tin Bigha’

between Bhutan and Bangladesh, need to be projected correctly. The rich culture and tradition of the Northeast

is recognised by the Government of India; and in order to preserve this, the Union Ministry of Culture

established North East Zone Cultural Centre in Guwahati, Assam and Dimapur, Nagaland to promote and

preserve the cultural heritage. But there is much more to be done.

II. CONTEXTUALISATION Currently, there are eight different states in the Northeast India. These states are Arunachal Pradesh,

Assam, Meghalaya, Mizoram, Manipur, Nagaland, Sikkim and Tripura. Till 1963, Northeast India consisted of

the princely states of Assam and Manipur and Tripura. Gradually, different states were carved out of Assam-

Nagaland in 1963, Meghalaya in 1972, Arunachal Pradesh and Mizoram in 1987 and Sikkim in 1975.1

The Northeast is a home to people of different religious persuasions like Hinduism, Islam, Buddhism,

Christianity and Animists. Each of these states has diverse cultures and beliefs that are different from one

another; varied landscapes with rolling hills and plains; flora and fauna; different festivals, with inhabitants

speaking different dialects and wearing different costumes. People speak different languages and dialects and

practise different cultures and beliefs. Not all the people of the northeast are tribal and of Mongoloid race as

written and commented by some. There are other communities that are not considered tribal but are in general

category list. People of different religion groups such as Hinduism, Islam, Buddhism, Christianity and Animists

co-exist in harmony with freedom to practise any faith. Worship places such as churches, temples, monasteries,

mosques and sacred groves can be seen in this part of India. Rivers and lakes; hills and plains; exotic fauna and

flora; vast reserved wildlife; varying climatic conditions - from extreme to temperate; colourful festivals in

every state; and music from traditional instruments contribute to the diversity and uniqueness of the northeast

region. This unique nature attracts tourists round the year to the region leading to a continual cross-migration

and intermingling of people.

As mentioned earlier, this unique northeast is connected to mainland India by a narrow stretch of land

called ‘Tin Bigha”or ‘Chicken’s Neck’ or ‘Siliguri Corridor’ having close proximity to Bangladesh, Nepal and

Bhutan. Most parts of the Northeast are not isolated from the rest of the world as some may assume. These eight

states are interlinked through roadways, railways and airways and connected with the rest of the world through

the use of electronic media and the Internet. Information and communication technology has changed the

Northeast. Traditional practices are being replaced by popular and contemporary lifestyles. The communication

system of the Khasi tribe of Meghalaya may be cited as an example. Their traditional system of communication

was ‘Kyrwoh’. It was made up of cane strips woven into a shape of a ring. This device was used to carry around

messages. The design varied according to the message content and the person receiving the ‘Kyrwoh’ could

interpret the message by determining the woven pattern.2 Today, sophisticated electronic gadgets have replaced





‘Kyrwoh’ and the Internet service has made the communication instantaneous. The younger generation do not

even know this name and device anymore.

Similarly, other states have been experiencing changes inadvertently or as a natural process.

The method of executing business transactions among Tangsa tribe of Arunachal Pradesh is another

example of how even in the remote areas of northeast is experiencing changes. They used a chain of bamboo

rings that represented the unit of money or commodities involved in any transaction. A deal was concluded by

giving a number of such chains in the presence of the village elders. When the payment was made in part or

when the instalment was paid, the rings were set on fire immediately. When the goods were supplied on credit,

chain would disappear with the payment of the final instalment. A number of such chains could be found hung

up on the walls of a Tangsa house. Both the creditor and the debtor would keep identical chains and destroy the

rings whenever payments were made or received.3 This was practised before the technology reached them. But

it is worth learning the cultural roots. The sincerity and integrity maintained by the earlier generations is to be

talked about, appreciate and learn the lesson.

Ancient mode of perpetuation of cultural values can be seen in the dormitories for girls and boys

among the tribes in the Northeast region. The tribes that continue to practise the dormitory system in certain

areas are the Nagas, Mikkir, Garo, Lalung, Lyngngam Khasis, Kuki and Lushai (Mizo). These dormitories serve

as the nerve-centre of the tribal life. They learn the art of singing, dancing and other fine arts while in the

dormitories. Dormitories are the training centre for educating the younger generation in folklore, mythology,

social norms, etiquette, and traditional way of life. Theoretical training imparted here in hunting and warfare is

perfected by actual participation in hunting expedition. The important values are taught and passed on from

generation to generation. The youth are prepared to start their own family in this way.4 Today, these dormitories

are no longer in existence in many areas. This is where the electronic media can step in and assist in the

perpetuation of the cultural values the importance of teaching practical lessons. Electronic media can be used

powerfully to accomplish many good purposes.

While promoting the use of electronic media as an agent for sustaining and perpetuating cultural

values, the unregulated media using social networking sites and applications such as WhatsApp that spread

falsehood, wrong information and rumours need to be taken into consideration. There are some unscrupulous

users who are a threat to regulated formal media.

Exposure to unwanted contents; violence and deaths through the use of electronic media and Internet

services have disturbed the societal equilibrium in the Northeast. Besides, there are some in-adept users that lack

awareness and information who become involved in the wrong use inadvertently.

There has been a spate of violent incidents and deaths caused by spreading of fake news through social

media within a short span of time. In one incident, the innocent lives of two Assam tourists were taken away by

the mob in Domoka of Karbi Anglong District. One notorious person circulated fake news on WhatsApp group

that these two youth were child kidnappers and the mob gathered and killed the two innocent youth. Thirty

others had been nabbed for circulating rumour on child-lifters on social media.5

In Meghalaya, on May 31, 2018 early noon there was a clash between the city bus drivers and residents

of Them Iew Mawlong.6 The case was settled the same day but in the evening, there was a rumour in the social

media that the local had died. This rumour triggered communal tension and resulted in violence that led to

curfew and imprisonment in the quiet Shillong city. No one can predict about the influence of social media to

which degree it can swerve and plummet. As such, it is imperative to educate the mass about the dangers of the

inappropriate uses of the electronic media.

Such users have the tendency to believe everything they see and hear on the social media, misinterpret

and transmit. Education, sensitivity and language could be their limitation in the sustainable use. They are

unable to explore further and look for additional information for verification of the facts. Being unable to

distinguish between virtual and real; between truth and error, the minds of the users are confused and they are

confounded. These people are in oblivion of what is around them. They can misconstrue the information and

spread wrong information to others. They can even project wrongly about their own cultures and cultures of

others.

III. THE IMPACT OF ELECTRONIC MEDIA ON CULTURE Electronic devices such as radio, television, digital video disc (DVD), desk top, laptop, tablets, high-

end gadgets like Smart phones, requiring electric current or battery to function with Internet capabilities are

easily available. This integration of the electronic devices and the Internet made possible for electronic media to

function. The electronic media has contributed to the rapid development in communication technology at a large

scale. The electronic media is the driving force for accelerating the development of globalizing society but at the

same time brings challenges to the cultural identity. Especially, the use of social media has expedited the

interconnectivity and globalisation. The social media and Internet are very powerful tools that influence and

shape behaviour of people. The activities of everyday life of some of the users have become closely connected





with the Internet. This networking allows people to be connected with others from all walks of life. When used

appropriately, they become a tool for bringing awareness and promote participation in certain activities.

The use of electronic media is one of the factors that contributed to the change of lifestyle of the

people. The online activities of the youth are likely to influence their offline attitude and activities as a

consequence. It is the mass media through television and Internet that is transmitting and ushering in contact

between different cultures. In a special way, cultures from the advanced and developed nations have the

dominance over the underdeveloped or developing nations to form a global culture. These phenomena

sometimes lead to the loss of cultural identity. People in the Northeast do not lag behind in the use of gadgets

especially those residing within towns and cities where electricity is available and base towers for

telecommunications and Internet facilities are accessible. Mobile recharge shops are found in many retail stores.

In fact, Andrew Keen stated that more people had cell phones than having access to flushing toilet.7 People have

become very dependent on computers and mobile phones. Internet and Mobile Association of India (IAMAI)

report- Internet in India 2013, in June, indicated that India had 190 million Internet users of which 130 million

were urban users and 60 million were rural users.8

Many associate electronic media to the erosion of local cultural values and practices which leads to loss

of identity and pride among the youth. But I.Berson et al. indicated that technologies can bring tremendous

benefits, including access to information, educational resources, entertainment, social support, and opportunities

for development and participation.9 Internet has the advantage of providing a platform for socialisation,

interaction of the adolescents with people with different cultures.10

The electronic media provide information

about the different cultures and lifestyles and the latest form of technology. World news and promotion of world

music and cultures are easily available to all including all vices and violence.11

Therefore, electronic media is a

powerful tool in the society for transmission, receiving and imbibing of ideas, news and culture. People from all

different walks of life have been characterised by necessary dependence on electronic media in one way or the

other in their social and business activities.

Technology and media have facilitated in bringing in new ideas and culture into the Northeast. The rise

of the rappers and hip-hop style from other countries are an example of this. There are a number of hip-hop

rappers in Shillong today, the popular ones being Resemblance, Khasi Bloodz, Symphonic Movement,

Cryptographik Street Poets, Kingdom Culture and Mawlai Emcees. K. Mark Swer, who is the music writer from

Shillong gave credit to technology that enabled them to rise to this level of popularity today.12

. The audio-visuals in the media are known to have powerful influence on the users’ ideas and govern

their actions. Even advertisements through media have impacted culture of the people greatly. Using the

psychology of the targeted viewers, the advertising agencies bombard the viewers with audio-visuals to make

rational or irrational decisions, changing the culture and lifestyle of the users.

Some of the positive impacts of electronic media on culture are discussed in this portion of

presentation.

Cultural integration: The term “integration” refers to putting two or three things together or adding to the

existing phenomenon without sacrificing or removing of the previous attributes and values. It is aptly called

cultural integration when several cultures come together and form a multicultural society. People from one

culture adopt the essence of another culture such as attitudes, and ceremonies, food habits, dressing styles, while

maintaining their own culture. Some may become multi-lingual. This may be done out of courtesy for the host,

to gain acceptance or to avoid conflict. Another way of integrating culture is by introducing one’s own culture to

the responsive host. They introduce their music, food, dress, beliefs, attitudes, religion, arts, etc.

Cultural integration is very important while living in a diversified cultural society like the Northeast

India. The integration takes place within the Northeast cultures by assimilating the different cultures within the

region as well as western and oriental cultures of the neighbouring countries. The main idea in cultural

integration is respect, acceptance, accommodation and practice. Healthy integration takes place when an

individual with different culture is welcomed by the host, respected, accommodated, accepted, allowed to

practise and the host assimilates the new practice besides practising one’s own culture. Intermingling can take

place without losing one’s own cultural identity or dominating the other. It takes much mutual understanding to

come to integration. Some cultural integration is spontaneous while others may be intentional. Usually, people

value the culture they are raised into and feel comfortable and like to introduce own culture to others. Cultural

integration takes place both ways - introducing one’s own culture and imbibing other’s culture. Freedom is

exercised with great respect to self and to others in cultural integration. With the introduction of electronic

media cultural integration takes place more rapidly that may be imperceptible to the people.

Mahatma Gandhi, Father of Nation explains true cultural integration by saying, “I do not want my

house to be walled in on all sides and my windows to be stuffed. I want the culture of all lands to be blown

about my house as freely as possible. But I refuse to be blown off my feet by any.” He did not believe in walls

of prejudice based on diversity of cultures. He welcomed the culture of all lands without opposing but he did not

want to lose his own cultural identity. He encouraged the people to recognise their own culture at the same time

respect the culture of others without getting influenced by other’s culture. Where the society exhibits respect for





each other’s culture, cultural integration takes place without resistance or frictions. However, in the process of

cultural integration some have been led to acculturation.

Acculturation: Cambridge English dictionary defines acculturation as the process of changing, that one

becomes more like the people from a different culture or of making someone change in this way. It is the result

of coming in contact with different cultures. This process involves amalgamation and assimilation as a result of

blending between cultures. The contact between cultures is brought about by many factors and one of them is

electronic media. When assimilation and amalgamation is involved in the integration, almost a new type of

culture is formed. This process is called acculturation. This change can happen imperceptibly on the part of the

people involved.

On the other hand, living in diversified cultural settings in a small region also can lead to violence

based on petty issues due to cultural differences. Suspicions and jealousies generate hatred and violence among

the small communities. Stress and tensions can lay dormant and suddenly violence can erupt. In some cases,

hatred and violence have been fuelled by social media. Media has power to integrate or incite violence in the

society.

Potential for cultural desensitisation: Desensitisation, according to Mary Cover Jones, is the diminished

emotional responsiveness to a negative, aversive or positive stimulus after repeated exposure to certain situation.

Continual exposure to violence in the media drenched society has tendency to lead to cultural desensitisation.

Marie Winn stated that inappropriate use of electronic media can lead to desensitization. She compared

television to a drug that benumbs the senses. The negative innate nature in humans becomes deepened with the

abuse of electronic media. Indiscriminate uses of the devices and services increase the risk of excess media

exposure and addiction. Inappropriate use or abuse is when electronic media take control of the thought pattern

and behaviour of a child negatively.13

Television and mobile phones are used to babysit the children. Prolonged

use undermines family values. Repeated exposure to violence on the screen and video games benumb the

senses to sympathy and concern to the pains in the society. Such benumbed minds either harm themselves or

harm others. Family values are impinged.

In 2003, when an 18 year-old Devin Moore was arrested for shooting two police officers, he answered

the police that life was a video game and that everybody had to die sometime.14

Video games such as Blue

Whale Challenge and Momo game have proved to be dangerous, invoking widespread condemnation. Tribal

feuds and caste related fights and deaths are condemnable by the society and the media. Erroneous projection

by the media can induce the minds of the viewers and readers for negative responses as a result of being

benumbed and desensitised.

Generally, the destructive actions are the result of excessive exposure to violent scenes. Often the

attention of the people gets diverted from focussing on the bigger picture and concentrate on the

inconsequential. There will be motivation for the immediate gratification and satisfactions rather than long-term

welfare of the society. Pressures emanating from the ethnic diversity can result in cultural desensitisation as

well. Such an attitude fails to value peace or appreciate the beauty of cultural diversity but promotes hatred and

violence. Cultural desensitisation generates conflict and destroys unity in diversity. Therefore, it is important for

the media to project good cultural practices and cultural values rather than focussing on violence and negative

aspects so poignantly. Generate more positive aspects of cultures than negative ones.

Threat to cultural identity: The tangible cultural practices tend to be easier to be adopted rather than the

intangible ones. Some of the valuable cultural practices are being imperceptibly destroyed by fashion and

modernisation. They are becoming extinct because of influence from other cultures that the youth learn through

electronic media. Especially the latent practices, which are intangible that are valuable like respect to elders,

teachers and opposite genders; care for the aged parents; manner of speech; respect for environment are either

disappearing or lead to acculturation. It is easy to retain those practices that are tangible. There are threats

induced by electronic media. Unless the different cultures and practices are integrated wisely, there is a threat to

sustaining and maintaining of cultural values and tradition.

There is neither limit nor boundary to the level of influence the electronic media can have on its users.

Community with advanced communication technology tend to dominate the culture of the other which is termed

as foreign cultural dominance which leads to disruption to local culture. Those that are technologically advanced

are able to disseminate more information at greater speed. The users at the receiving end are continuously fed

with information with or without content-worthiness. In this way, the more advanced users tend to dominate the

weaker ones. People, especially the youth, are exposed to different ways of life of others in their own homes.

They do not need to go to other countries to copy the hairstyles, manner of speech, manner of outfit, and

behaviour. The youth are now embracing new and popular culture and appear to be forgetting one’s own culture.

There are many different types of styles and fashions that have influenced and impacted the Northeast

youth. One of the most popular fads is of the influence of Gangnam style or a K- Pop (Korean Pop) culture on

the youth of the Northeast. The haircut, the colouring of the hair in a particular way, the outfit, the music and

dance from the dominant societies have influenced the youth of the Northeast. Even the Korean channel Arirang

became favourites of many on television. Korean movie DVD’s were all over the street of Shillong, Meghalaya





and other parts of the Northeast. Certain practices and habits are easily imitated and accepted very easily by the

youth. But adopting this pop culture bred difference between the adults and youth. The educational institutions

and senior and conservative members in the society refused to welcome the change. Therefore, there is a great

need to promulgate healthy cultural integration, maintenance and sustenance of culture and perpetuation of

cultural values of the Northeast.

Although modern technology and Internet use have created platform for cultural integration among the

responsible users, when the users do not filter the information for meaningful practices, they end up picking up

wrong habits and practices. In the pursuits of other cultures, the people dissociate themselves from their own

meaningful cultural practices and lose track of their own. They become confused and struggle from cultural

identity crisis.

Social Media A Potential Threat And A Challenge: Organised and official media are facing the challenge like

never before due to emergence of various unregulated social networking platforms and the use of applications.

The social media is apparently getting out of control especially with increasing number of users. There are

rumours, fake news and wrong information circulated by unethical users. Some of the culturally sensitive news

on social media have the potential to incite suspicion and violence. Mobile apps allow instant messages and

make the organised and edited news obsolete by minutes or hours or a day as compared to print media.

The discussions that follow present possible contributions the electronic media can make towards

sustaining and transmitting cultural values.

IV. SUSTAINING AND PERPETUATING CULTURAL VALUES There are many factors involved in bringing changes in the way people live. The Western education is

one of the factors that have impacted the lives of the people in the society. Another factor is the mobility of

people that lead one community of people to interact and intermingle with others at national as well as

international levels. The growth and development of technology facilitates interaction of the different people.

The continual interactions promote exchange of ideas thereby causing the people to become more

accommodative of others’ ideas and opinions. Then the revolution in Information and Technology added

exposure, and the globalisation was ushered in. In the recent past, invention of the Internet turned the world into

a global village. Until the Internet was invented communication was dependent on radio, inland mail services

and printed media and other traditional method of communications.

There are written and unwritten cultures comprising of language, folktales, poetry, symbols, artefacts,

epics, myths, biography of legendaries, ballads, proverbs, beliefs, superstitions, heroic tales, jokes, riddles,

songs and sagas that need to be preserved and perpetuated. Some are still being used, but unfortunately some

need to be unearthed. Others need to be recorded as they are orally passed on. These oral tradition and cultural

values need to be documented in video and written forms; and they need to be transmitted. Cultural archives and

museums should act as a depository and source of information for future generation.

According to Anubhuti Yadav, since television stimulates imagination, it can be used to increase

sensitivity, creativity and tolerance, teach pro social behaviour through the initiative at the time of disasters. It

can dramatise historical events, entertain and inform. It can provide role models for children and teach coping

skills.15

Now this same work can be done through Facebook and WhatsApp. Journalists and bloggers can do so

much to share and promote through the print media as well as electronic media. The beauty and diversity of

culture found in the Northeast can be preserved and perpetuated through the use of electronic media.

Stress the importance of using vernacular: Cultural identity is traced through the mother tongue of a person.

Language becomes a crucial part of identity; it binds and connects. The UNESCO has enlisted thirty-three (33)

languages of Arunachal Pradesh as endangered. Out of these four are critically endangered and at the verge of

extinction. One of them is Koro language.16

The threat to Koro language was the marriage to a bigger

community where they picked up the language and stopped using their own Koro language. But the threat

increased when the Government of India introduced Hindi as the common language to unify the different

language groups after the Chinese aggression in 1962. The idea was to use language as a unifying agent to unite

all different tribes in the region. Language is powerful- it can unite or divide. Hindi is spoken in the homes,

business transactions and office and taught in the schools. Hindi is used as the official language while the use of

English is emphasized. Majority of the young generation has stopped using their own mother tongue even in

their own homes. They have forgotten their mother tongue in Arunachal Pradesh. There is a tendency to place

less importance to their own vernacular by some language groups in other states as well.

However, some communities in the Northeast are beginning to realise the importance of preserving

their mother tongue. One group of singers in Shillong- The Mawlai Emcees have been trying to sing about the

struggles in the society due to poverty and unemployment and basically projecting the need to overcome those

struggles. One of the singers of the group Banphira Kharsati stated that when they sing in Khasi language, they

are making a statement. He expressed that Khasi language is fading into oblivion, with more and more people

speaking in English and that his group wanted to preserve their local language. Language is a part and parcel of

any culture. Media may further disseminate and transmit these values expressed by these singers.17





Focus may be made on the use of vernacular through print media and electronic media. Maintaining a

strong connection to the roots is a valuable lesson from the nature itself. Cultural identity is an important aspect

for everyone born into any culture. The languages that are under threat of extinction may be revived through

books, drama, story-telling, songs and perpetuated. They need to be documented and encouraged to use in their

homes and communities besides learning other languages.

The people of the Northeast value the Western education. But cultural values and practices that they

hold dear need to be preserved. One way to perpetuate the culture is by learning one’s own vernacular.

Broadcasting and having the print media in the local languages are other ways to perpetuate the language.

Recognition should be given to different language groups within the state and the people should be encouraged

to maximise the use in their vernacular.

Discover the lost cultures: Media can project cultural artefacts that have been ignored and forgotten. The

dormant or the near-extinct elements of culture that are not harmful may be revived. Photographs and videos

may be used to make them come alive with simple explanations and disseminate as much as possible to bring

awareness to outside of the local culture to attract researchers and tourists besides bringing awareness to the

local regions. Connection between the artefacts and the locals may be established through brief descriptions to

create ownership. Providing access to more local contents is important to keep people in touch with their roots

in which the media can participate. Documentaries on culture and places may be prepared and broadcast to bring

awareness and promote a healthy tourism.

Highlight cultural events and cultural products: Shilpi Jain in her blog suggests how media can promote

local culture. Media can highlight and share the cultural events and cultural products through sharing of pictures

and videos.18

Especially, their festival celebrations and activities can be highlighted through the media. One may

stay tuned to what is happening in the local villages. The cultural events need to be projected and popularised

through the use of electronic media. Few festivals like Hornbill Festival of Nagaland, Shanghai festival in

Manipur, Wangala festival in Meghalaya are beginning to gain public attention but promotion is still inadequate.

These events need to draw the attention of the locals as well as national and international visitors. Media can

propagate and promote to help gain popularity and bring awareness.

Revive near-extinct skills and art forms: Some of the important arts and skills have been long forgotten or

abandoned on the basis of economic values. Some of the skills and practices have been mechanized or replaced

by modern technology. Those original art forms and skills need to be revived and perpetuated. They can be fine

arts like carvings, creative arts like paintings, potteries, music, saga, dance etc. Some of these material cultures

have been lost and are found only in the rare museums. Many were not preserved. Some of the intricate cultural

arts and craftsmanship have been abandoned because they were measured in terms of monetary gains and

deemed unproductive and waste. Traditional production methods have been replaced with mechanisation with

the objective of mass production. Valuable skills have become extinct or many such cultural trades are at the

verge of extinction. Cultural values are being ignored as result of motivation for popularity and financial gain.

Those traditional skills can be revived through the networking with media persons and their use of electronic

media.

Media participation in cultural tourism: Tourists can be encouraged to visit the cultural heritage sites of the

region through awareness brought by the media such as magazines, news online and offline. The media can

highlight certain tourist spots, festivals, cultural heritage, history, certain food style, monuments, historic places,

museums and theatres, ancient religious beliefs and practices.

Global warming is increasing because of the human activities that are against nature which disturbs

biodiversity. Much can be learned through the maintenance and preservation of sacred forests among certain

tribes in the Northeast which promotes biodiversity and helps in sustainable development for the members of the

community. The forests, rivers and lakes are maintained and preserved for the need of the community without

relentless destructions. Media may provide information about such primitive practices that are still intact among

some communities to encourage researchers and interested tourists to visit such places. Such sacred forests are

still available among the Khasis, one of the largest being the sacred forest of Mawphlang. This can be projected

and transmitted by the media people through the use of electronic media.

Foster information and awareness in the minds of the people: Attitude of the people towards their own

cultural values needs to be instilled in the youth. Media is a powerful tool to create awareness and disseminate

valuable information. Modern technology can place certain cultures at risk but at the same time, this same

technology can be utilised to solve the problem and help preserve the dormant or the near-extinct cultures.

Media is the asset of the society.19

Help to revive and interpret the cultural symbols: As the Northeast is rich in culture, there are various

symbols which need interpretation according to the local cultures. Different cultures have symbols of their own.

Their uses differ from culture to culture. Symbols can be objects, words, actions, figures, sounds or colours.

Right interpretation contributes to right use and a meaning is added. In certain cases, symbols mean different

meaning for different people or community. Well-meaning symbol may be mistakenly understood as negative

and irrelevant whereas the same may be solemn and meaningful for the owners of those symbols. Many





language groups have lost these important cultural symbols. Some may be using but without understanding the

meaning. Therefore, interpretation of cultural symbols by different communities needs to be interpreted

correctly and this message should be transmitted and perpetuated to the future generation. Otherwise many

symbols are underused and misused.

Perpetuating the non-material cultural values: All language group have some folktales, myths and epics

loaded with values. Some of the values are about respect, mannerisms and ethics. These are intangible and non-

material aspects of culture. But they hold important teachings that require transmission. Dramatisations, story-

telling, puppet shows for children can be creatively done to bring interest to the listeners and viewers. The

educational institutions can participate in such activities where large audience can be covered, and the students

can learn important values in the schools while they are yet fresh and young.

The other area of need would be care for the aged and respect to elders and teachers. In ancient times,

parents were dearly loved and greatly respected. But today there are increasing incidents reported in the news

about grown-up sons putting out the father’s eyes, killing their parents, robbing parents, and daughters

abandoning their parents etc. All kinds of gory crimes are being committed against the parents that brought them

to the world. Old age home was never heard off in the past but today some kind people have to extend their

home to these aged parents. Such parents have to breathe their last in the hands of the strangers with the last

rites that may or may not be conducted, and their voice never to be heard again. Teachers were the gurus in the

ancient past. Today, students have sent their teachers to the grave for simple discipline and reprimanding. There

are crimes that were never heard of against the innocent. Media can contribute much to revive these values and

instil them in the minds of the people. As in advertisements, repeated messages can make the viewers remember

and reflect on the values displayed.

In the year 2013, the author of this article travelled from Aizawl to Champhai, in Mizoram. There were

makeshift shops along the road but there was not a person there. On request, the driver stopped the vehicle.

There was a plastic jar hung on the post, with some money it. The money for the purchased items was to be

placed into the jar. The prices were marked either on the fruit or on the package. The author purchased a number

of items. At the time of payment, problem arose with getting back the change. Another customer at the other

shop suggested the author to take the change from the jar. An amazing lesson on trust, confidence and integrity

was learned that day. Such cultural values need to be encouraged, shared and perpetuated.

Author In Front Of ‘The Shop Without The Owner’

Courtesy: Location between Aizawl and Champhai

Reviving Oral Traditions: There are many oral traditions among the people of the Northeast India. Many of

these rich oral traditions remain dormant or have disappeared never to be heard or seen again. Some of these

oral traditions are in the form of folklores, chants, folktales, ritual chants, history, folk songs, myths, legends,

proverbs, riddles, ancient words with deep meanings, victories and defeats in the making of the modern

societies. There is a lack of documentation and publicity of these important oral traditions. And some of these

practices are deemed more virtuous that one’s own tradition is neglected. When these oral traditions are left

unused they are forgotten and seen unimportant to the development of the society, especially in this advanced

technology age. Electronic media can effectively visualise, vocalise and globalise such traditions. They need to

be revisited, revived, documented and disseminated.

Promote unity in diversity of cultures: Media has power to educate the public on the importance of unity in

the midst of diversity. The media people can promote cross-cultural understating, tolerance and acceptance of

other language groups, cultures, religion and race. They can even lead out in peace initiatives in the region or

they can support individuals that are involved in peace initiatives by updating. Responsible reporters would

make critical analysis on conveying peace instead of division or inciting violence. The focus should be on the

positive rather than the negative ones. They must avoid prejudice and discrimination without preferring one over





the other in their reporting. They should be sensitive to the feelings of the ones involved in their presentations.

Analysing and reflecting on one’s own value system and evaluating the effect will help the author to present

valuable and laudable information.20

V. CONCLUSION No matter how diversified and different one’s culture from the other, all cultures are valuable and

important. They are the identity of the people, the national symbol and the national heritage. Every language

group is born into a cultural group; by nature, none select into which culture one wants to be born. No one is to

be discriminated because of the differences in culture. Just as the colourful rainbow emanate intricate beautiful

pattern so is the cultural diversity. This beautiful and colourful difference need to be appreciated and enshrined

in spite of the challenges faced through varied factors. There are challenges in associating with neighbouring

community due to cultural differences as well as the challenges that intrude from outside the community from

those advanced societies. All cultures are important and need to be preserved and perpetuated. This requires the

concerted effort of everyone in the society. In this regard, the electronic media can expedite the cause and play a

proactive role in amalgamating the different culture groups. The media can revive; unearth; foster interest and

create awareness; add value through their brief explanations; interpret symbols; and help perpetuate the cultural

values.

The responsible media persons who strive to preserve and transmit cultural values and promote peace

should be recognised by government and the public for their valuable contributions. Special funding maybe

allotted by the government to support the work to those media persons dedicated to preservation of culture

through their presentations through movies, interviews and documentary records as these types of works are not

popular and the financial return is minimal.

And there are other challenges faced by the media persons that are induced by unregulated and

unofficial information circulated by social media on registered and regulated media Government may review the

rules and make modifications to minimise the menace. At any time prejudice, discrimination and derogatory

remarks on any culture should be avoided and peace, unity in cultural diversity should be promoted to preserve

and perpetuate cultural values.

VI. REFERENCES [1] Barpujari, S.K., The Nagas- A Documentary Study, Spectrum Publications, 2003.

[2] Nair, P.T, Tribes of Arunachal Pradesh, Spectrum Publications, 1985. [3] Playfair, A, The Garos, Spectrum Publications, 1998.

[4] Singh, K.S., Indian Society and Social Institutions, Ajanta Prakashan, 1992. P.371-372

[5] Singh, K., Social Change in India, Prakashan Kendra, 1997. [6] Prakash, Ved, Encyclopedia of North-east India, Vol. 1, Atlantic Publishers and Distributors (P) LTD, 2007.

[7] Prakash, Ved, Encyclopedia of North-east India, Vol. 2, Atlantic Publishers and Distributors (P) LTD, 2007.

[8] Prakash, Ved, Encyclopedia of North-east India, Vol. 3, Atlantic Publishers and Distributors (P) LTD, 2007. [9] Prakash, Ved, Encyclopedia of North-east India, Vol. 4, Atlantic Publishers and Distributors (P) LTD, 2007.

[10] Prakash, Ved, Encyclopedia of North-east India, Vol. 5, Atlantic Publishers and Distributors (P) LTD, 2007.

[11] Nair, P.T, Tribes of Arunachal Pradesh, Spectrum Publications, 1985.

Interview:

[12] Personal interview conducted on April 13, 2014 Mr. A. Rynjah, Retired Chief

[13] Section Supervisor, BSNL, Shillong.

News clipping:

[14] Tehelka, Pari Saikia, Assam lynching incident warns us of the perils of social media, June 14, 2018,

[15] The Hindu, June 01, 2018, Guwahati, Curfew imposed on Shillong after social media- triggered communal tension. [16] The Times of India, March 10, 2017, Itanagar,33 languages of Arunachal endangered.

Internet sources:

[17] https://www.researchgate.net/publication/286590648_New_media_and_cultural_identity_in_the_global_society [18] http://www.statepress.com/article/2016/09/spopinion-child-desensitization-to-violence

[19] http://www.statepress.com/article/2016/09/spopinion-child-desensitization-to-violence

[20] http://www.frankfuredi.com/article/how_the_internet_and_social_media_are_changing_culture1 [21] https://www.diplomacy.edu/blog/can-technology-help-preserve-elements-culture-digital-age

[22] https://www.eldis.org/blogpost/media-catalyst-preserving-and-promoting-local-culture

[23] http://muzeologia.sk/index_htm_files/MaKD_1_2017_Nikonova_Biryukova.pdf (preservation of cultural heritage) [24] https://scroll.in/magazine/892707/in-shillong-hip-hop-artists-are-singing-tales-of-poverty-unemployment-and-a-fading-language

[25] http://omec.uab.cat/Documentos/com_desenvolupament/0008.pdf

Glossary

Blue Whale challenge: online game that incite suicide

Cultural values: principles or values of a community or ethnic group

Culture: a way of life, created by man

Cultural integration: a person from one adapt practices from another culture without sacrificing own culture

Cultural desensitization: lack of feeling of sympathy for another’s culture (people)

Cultural diversity: variety of culture or ethnic group co-exists Cultural identity: belonging to a particular group or culture

Cultural symbols: physical manifestation of certain idea or expressing particular culture

https://www.researchgate.net/publication/286590648_New_media_and_cultural_identity_in_the_global_society

http://www.frankfuredi.com/article/how_the_internet_and_social_media_are_changing_culture1

https://www.eldis.org/blogpost/media-catalyst-preserving-and-promoting-local-culture

http://muzeologia.sk/index_htm_files/MaKD_1_2017_Nikonova_Biryukova.pdf

https://scroll.in/magazine/892707/in-shillong-hip-hop-artists-are-singing-tales-of-poverty-unemployment-and-a-fading-language

http://omec.uab.cat/Documentos/com_desenvolupament/0008.pdf





Dormitories: ancient tradition common house built separately for boys and girls where unmarried youth are

put together as in a hostel and received training Electronic media: media that uses electronic gadgets; powered by flow of current or battery to transmit or receive

information

Globalization: having the international influence or operating on an international level Internet: global system of interconnected computer networks using the Internet protocol to link devices

In-adept users: in-experienced users

Kyrwoh: made up of cane strips woven into a shape of a ring; communication device used by the Khasi tribe of Meghalaya, India

Momo: online game that incite suicide; similar to Blue Whale game

Perpetuation: transmission of cultural values for future generation Tradition: transmitted customs and beliefs from generation to generation

Tin Bigha: a narrow strip of land that connect north-eastern states to mainland India

Tangsa: one of the tribes in Arunachal Pradesh, India Vernacular: language spoken as one’s mother tongue

Abbreviations

K- Pop: Korean Pop

DVD: Digital Video Disc

IAMAI : Internet and Mobile Association of India

1Prakash, Ved, Encyclopedia of North-east India, Vol. 1-5, Atlantic Publishers and Distributors (P) LTD, 2007. 2Mr. A. Rynjah, Retired Chief Section Supervisor, BSNL, Shillong, Personal interview conducted on April 13, 2014. 3 Nair, P.T, Tribes of Arunachal Pradesh, Spectrum Publications, 1985, p. 97. 4 Ibid, p. 110-111 5http://www.tehelka.com/assam-lynching-incident-warns-us-of-the-perils-of-social-media/ 6The Hindu, June 01, 2018, Guwahati, Curfew imposed on Shillong after social media- triggered communal tension. 7Keen, Andrew, The Internet Is Not The Answer, CPI Group (UK), 2015, p. 12. 8Goyal, Anuradha, The Mouse Charmers- Digital Pioneers of India, Random House Publishers India, 2014, p.23. 9 An Analysis of Electronic Media to Prepare Children for Safe and Ethical Practices in Digital Environments, I Berson et al.

http://www.citejournal.org/vol8/iss3/socialstudies/article2.cfm 10 Internet abuse among the adolescents: a study on the locale factor Dineshan Koovakkai and Said Muhammed P, 2010. http://www.webology.org/2010/v7n1/a75.html 11 The Mass Media: http://highered.mheducation.com/sites/dl/free/0072824131/77252/Schaefer5ChapterPreview.PDF 12 https://scroll.in/magazine/892707/in-shillong-hip-hop-artists-are-singing-tales-of-poverty-unemployment-and-a-fading-language 13Winn, Marie, The Plug-in Drug, Penguin Books, 2002, pages 186-197 14 http://www.statepress.com/article/2016/09/spopinion-child-desensitization-to-violence 15 Media violence and aggression among adolescents: media literacy as an intervention by Dr.Anubhuti, 2012.

Yadav:http://ciet.nic.in/MediaClub/pdf/Media_Violence_Media_Literacy.pdf 16 The Times of India, March 10, 2017, Itanagar, 33 languages of Arunachal endangered 17 https://scroll.in/magazine/892707/in-shillong-hip-hop-artists-are-singing-tales-of-poverty-unemployment-and-a-fading-language 18 https://www.eldis.org/blogpost/media-catalyst-preserving-and-promoting-local-culture 19https://www.diplomacy.edu/blog/can-technology-help-preserve-elements-culture-digital-age 20http://omec.uab.cat/Documentos/com_desenvolupament/0008.pdf

http://www.tehelka.com/assam-lynching-incident-warns-us-of-the-perils-of-social-media/

http://highered.mheducation.com/sites/dl/free/0072824131/77252/Schaefer5ChapterPreview.PDF

https://www.diplomacy.edu/blog/can-technology-help-preserve-elements-culture-digital-age

http://omec.uab.cat/Documentos/com_desenvolupament/0008.pdf

The Role of Electronic Media in Perpetuating Diverse Cultural ...

Documents