ELECTRONIC MEDIA AS A DRIVING FORCE OF SOCIAL CHANGES Satellite television, radio, video games, and the Internet have

rapidly developed over the last decades and have become an integral part of social life of millions of people throughout the world. Electronic media have a considerable influence on peoples way of thinking, values, communication patterns, and behavior. They are considered to be an important force behind current social changes. Television, radio, and the Internet have reshaped our society and predetermined its characteristics. The development of electronic media has contributed to the transformation of our society into an information society, in which distribution of information is thought to be an important cultural, economic and political tool. Information is regarded as a significant economic resource, and it is used intensively by people in their everyday activities. The Internet and television have facilitated transmission of information; the news can reach millions of people worldwide within a very short period of time. Electronic media suggest a

wide range of information on different issues. Such a variety of information enables people to take good choices, make informed decisions, and plan their lives better. Electronic media have become an effective tool in advertising and marketing. While having access to the Internet, TV, or radio, people can research about services and products they are interested in. People tend to rely heavily on information concerning various aspects of their lives. Business, work, entertainment, education, research are strongly influenced by information technologies. People who are not informed are unlikely to succeed in their studies, career, work and personal relationships. Those who want to be a meaningful part of modern society cannot do without electronic media. Electronic media are of primary importance for the process of globalization. The latter presupposes sharing information, and electronic media make effective sharing of information possible (Kaul). The Internet and satellite television contribute to integration and interconnection of nations, since these media facilitate the exchange of knowledge, concepts,

ELECTRONIC MEDIA AS A DRIVING FORCE OF SOCIAL CHANGES technologies, and values. Electronic media encourage cultural diversity, tolerance, and international communication. Electronic media have revolutionized the way people interact and changed our perception of distance and time. They have enhanced interaction between individuals across

vast distances and overcome limitations of traditional ways of communication. Distance is no longer viewed as an obstacle to communication, since people can keep in touch while being far away from each other. Electronic communication is characterized by flexibility, since it has wiped out country borders. Electronic media enable people to communicate instantly. It is vitally important for both business and private relationships. Email, cell phones, Skype, voice mail and other technologies can be used as private communication tools and means of communication at work. Numerous studies demonstrate that our society relies on electronic media too much. For example, many people prefer cyber communication to face-to-face communication or spend a lot of time surfing the Internet, watching television, playing video games instead of doing sports, reading printed sources, or going out. The first thing many people do when they wake up in the morning is checking emails, switching on TV or radio to listen to the news. We depend on electronic media to such an extent that we are likely to feel isolated when we suddenly have no access to the Internet or other electronic media (Siew). In other words, addiction to electronic media characterizes modern society. Television and other media have a dramatic impact on individuals emotions, outlook, and ideas. Children are especially vulnerable, and electronic media play a key role in shaping their ideals and values. For example, children who are exposed to aggression on TV or the Internet are reported to behave more violently in real life (Huesmann). However, it is necessary to highlight that this negative impact of electronic media on behavior and ethics of society is counterbalanced by its positive influence on peoples way of life and thinking.

ELECTRONIC MEDIA AS A DRIVING FORCE OF SOCIAL CHANGES

Particularly, electronic media are an effective means of promotion of sport, health awareness, life long learning, and so on. The following fundamental change in our society caused by the proliferation of electronic media is related to disabled people. The Internet, radio, TV have created a wide range of opportunities for people with special needs. Due to the development of electronic media, individuals with blindness or physical disabilities have access to various sources of information at their fingertips and can converse with other people using emails, chat rooms, and blogs. In other words, electronic media eliminate barriers to communication, education, work, entertainment, and active social life. With the help of electronic media people with special needs can be well-informed and competitive. Individuals with disabilities are no longer isolated from society. They can use electronic media to work and participate in a number of activities. Thus, electronic media give a chance to disabled people to fulfill their academic potential and develop their talents and abilities. To sum up, electronic media enable people to disseminate and exchange information quickly. Thus, they contribute to the development of an information society and the process of globalization.

ELECTRONIC MEDIA AS A DRIVING FORCE OF SOCIAL CHANGES Works Cited Huesmann, Rowell. The Impact of Electronic Media Violence: Scientific Theory and Research. Journal of Adolescent Health, 2007. Web. 23 Sept, 2012 < http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2704015/>. Kaul, Vineet. Globalization and Media. Journal of Mass Communication and Journalism, 2001. Web. 23 Sept. 2012 < http://omicsgroup.org/journals/2165-7912/2165-7912-1105.php?aid=3360>. Siew, Walden. U.S. Students Suffering from Internet Addiction: Study. Reuters, 2010.

Web. 23 Sept. 2012 < http://www.reuters.com/article/2010/04/23/us-internet-addictslife-idUSTRE63M4QN20100423>.