INTRODUCTION:

The village has always been seen as a valuable initial reference for understanding the essence of "traditional" Indian society. It has been regarded as an emblem of the authentic indigenous lifestyle, a social and cultural collective devoid of external influence. Villages functioned as a miniature representation of India, a highly valuable hub for observing and studying the authentic aspects of India, including its social organisation and cultural heritage¹. The sociological field has thoroughly examined the extensive historical presence of villages on the South Asian subcontinent.

Nevertheless, under British colonial governance in India, the nation was frequently portrayed as a territory characterised by "village republics." This was sustained by the literary works of colonial officials such as Charles Metcalfe, who documented the Indian communities in 1832. The concept of "village republics" underscored the decentralised structure of Indian society, wherein each village was perceived as an autonomous entity with its governance. The depiction of India's villages as self-governing republics reinforced the colonial government's indirect governance strategies and upheld the existing British colonial power structure. Despite its flaws and failure to adequately depict the intricacies of Indian society, this portrayal significantly influenced the perception of India by both the colonisers and the colonised. The depiction of India as predominantly a rural nation displayed a distinctiveness when juxtaposed with other civilisations in the Orient that similarly relied on agricultural economies. The phenomenon of essentialising Indian culture and the perception of India as a rural land was a product of colonialism and continues to influence the understanding of rural India².

The study of rural Indian life has often focused on the village as a microcosm of the country, and one such example is the unique rural society of Haryana, a state in northern India with a rich cultural history. Haryana's rural society is primarily agricultural, with agriculture and animal husbandry as the primary means of livelihood for most of its population². The state is home to several rural communities with customs, traditions, and dialects. The traditional society of Haryana was characterised by a rigid caste system, with social status and occupation determined by birth. Agriculture was the primary source of income, and most landholdings were small, with fragmented land ownership³. However, over the years, with the advent of new agricultural technologies and government initiatives, there has been a shift towards larger landholdings and mechanised farming. The village 'was not merely a place where people lived; it had a design that reflected the basic values of Indian civilisation'⁴. Haryana's rural society is also known for its rich folk culture, which includes music, dance, and literature. Despite its agricultural wealth, Haryana's rural society faces several challenges, including poverty, illiteracy, and social inequality⁵. The state has one of the highest female foeticide rates in the country, and gender-based discrimination is prevalent in many parts of the state. The state's government has taken several initiatives to address these issues, including schemes for rural development and women's empowerment⁶.

Understanding the impact of mass media on Haryana's rural society is a critical area of sociology research. It can shed light on the changing nature of rural communities in Haryana and how policymakers can harness the potential of mass media to promote sustainable development in rural areas. Therefore, it is essential to continue exploring the relationship between mass media and Haryana's rural society, identifying both opportunities and challenges for the effective use of mass media in promoting social change and development in rural areas. The purpose of this study is to investigate the impact of mass media on the transformation of rural society in Haryana, India, from a traditional, isolated community to a socially integrated one. This study aims to provide an in-depth analysis of how mass media, specifically television and the Internet, have influenced the socio-economic and cultural fabric of rural areas in Haryana. Furthermore, this research intends to shed light on the impact of mass media on social norms, values, and behaviours, including openness to socialisation and interaction with people from different backgrounds. Through this analysis, the study seeks to contribute to the theoretical and empirical understanding of the role of mass media in promoting social change and development in rural areas. This research aims to highlight the potential of mass media in facilitating access to information, exposure to diverse perspectives, and the development of new skills and practices, ultimately leading to greater social integration and empowerment in rural communities.

This study seeks to answer several research questions related to the role of mass media in transforming rural societies, with a specific focus on Haryana, India. Firstly, the study aims to explore how the penetration of mass media has influenced the transformation of rural society in Haryana from isolation to the concept of traditional rural society, and isolation has been widely explored in the sociological literature. The importance of traditional values and practices in rural societies, such as the significance of caste and religion in shaping social relationships and identities. Rural societies were tightly knit and insulated from external influences, and traditional practices and beliefs were deeply embedded in everyday life⁷.

REVIEW OF LITERATURE :

After India gained independence in 1947, Haryana was formed as a separate state in 1966, following the reorganisation of Punjab. Since then, the state has seen significant development, with agriculture and industry driving its economic growth. Despite the rapid modernisation of Haryana, the state's rural society has retained its traditional way of life, with agriculture and animal husbandry still being the primary means of livelihood¹. In sociology, like other Indian rural societies, Haryana's rural society has been traditionally characterised by self-sufficiency and isolation, with village communities largely independent of external factors⁸. As we discussed earlier, Rural communities in Haryana are primarily agricultural, and farming and livestock rearing are the main sources of livelihood. The caste system significantly shapes social structures and hierarchies, with caste determining social status and resource access⁹. In North India, relatives are not preferred for marriage. In addition, there is village exogamy and, occasionally, village hypergamy. That is. A man may not marry a girl of his village, and he is not permitted to give his sister or daughter in marriage to the town from which he has obtained a wife⁸. These villages used to have their market, modes of production, values, and cultures. Each town was an inner world, a traditional community, self-sufficient in its economy, patriarchal in its governance, surrounded by an outer one of the other hostile villages and despotic governments¹. However, modernisation and urbanisation have significantly impacted Haryana's rural society. The penetration of mass media, such as television¹⁰ and the Internet, has been one of the key drivers of change. Mass media is a powerful tool in shaping social norms, attitudes, and behaviours, particularly in rural areas with limited exposure to external influences¹¹. The impact of mass media has brought new ideas, cultures, and lifestyles to Haryana's rural areas, leading to changes in social norms, attitudes, and behaviours, including greater openness to socialisation and interaction with people from different backgrounds¹². The impact of mass media on Haryana's rural society has been significant, with mass media contributing to the transformation of rural areas from isolated communities to consumers of the products and culture of modern capitalistic societies. The medium through which information is conveyed is as important as the information itself, as Marshall McLuhan (1964) stated in his seminal work, "The Medium is the Message". In the case of Haryana's rural society, mass media has had a significant impact by providing exposure to new ideas, cultures, and lifestyles, thereby shaping the transformation of rural society.

Mass media plays a significant role in transforming rural societies, particularly regarding social change and development. The medium through which information is conveyed is as important as the information itself. As Marshall McLuhan (1964) famously argued, "the medium is the message." In the case of rural societies, mass media, such as television, radio, and the Internet, has been a driving force in transforming traditional rural areas into modern, cosmopolitan communities. This means the medium through which information is conveyed is just as important as the information itself. McLuhan's ideas on the impact of media on society have been widely influential and continue to be cited in media studies¹³ in addition to McLuhan, sociologist Arjun Appadurai (1990) has also explored the role of mass media in shaping cultural and social identities. He argues that the global flow of media has created new forms of cultural interactions and has challenged traditional notions of artistic boundaries and identities¹⁴. In rural societies, media has played a crucial role in disseminating information and promoting social change among the members of a social system. Rogers argues that individuals and groups can adopt or reject innovations within a society depending on certain factors such as perceived benefits, relative advantage, compatibility with existing values and beliefs, complexity, trialability, and observability. The book presents a framework of five stages in the diffusion process: awareness, interest, evaluation, trial, and adoption. The theory of diffusion of innovations explains how new ideas and practices spread through social systems and that mass media can effectively spread new ideas and practices, particularly in rural areas¹⁵.

One of the key ways in which mass media has transformed rural societies is by providing exposure to new ideas, cultures, and lifestyles. This exposure has led to changes in social norms, attitudes, and behaviours, including greater openness to socialisation and interaction with people and practices from different backgrounds. In Indian tradition, Mass media has also played a crucial role in disseminating information about health, education, and other social issues that affect rural communities. However, the impact of mass media on rural societies is not without challenges. Limited access to technology and low literacy rates in rural areas can pose significant obstacles to the effective use of mass media in promoting social change and development¹⁶. It has increased crimes in rural societies, and the youth is roaming the virtual world¹⁷.

Additionally, mass media commercialisation can result in culture homogenisation, eroding traditional cultural practices and values¹⁸. Despite these challenges, mass media can promote social change and development in rural societies¹⁹. By providing access to information and promoting socialisation, mass media can help to empower rural communities and facilitate their integration into the wider society. Therefore, it is essential to continue exploring the role of mass media in transforming rural societies and identifying ways to maximise its potential for promoting sustainable development²⁰. The traditional rural culture and its isolation and rural communities are characterised by closeness and insularity, as they are often geographically remote and have a limited range of contact with the outside world. The traditional rural community is self-sufficient, with most inhabitants engaging in agriculture, livestock breeding, and handicrafts to meet their basic needs. Social interactions and relationships in such communities are governed by strong norms and values deeply rooted in tradition and custom²¹. Isolating traditional rural communities has advantages and disadvantages.

On the one hand, it creates a sense of security and belonging among community members, fostering a strong collective identity. On the other hand, it can also lead to a lack of exposure to new ideas, cultures, and lifestyles, resulting in a narrow and parochial worldview. Moreover, the isolation of rural communities can make them vulnerable to external agents, such as landlords, merchants, and moneylenders, who may use their power and resources to exploit the rural populace. Redfield's insights are highly relevant to the present study, as they provide a theoretical framework for understanding Haryana's rural society's social and cultural context. The traditional rural society of Haryana is likely to be characterised by similar features of isolation and self-sufficiency, which may have implications for the role of mass media in shaping social change in the region. The role of traditional values and beliefs in shaping rural societies. The Indian caste system reflected a fundamental hierarchy that permeated all aspects of social life, from family and kinship to religion and politics. Rural societies were characterised by a strong sense of community and shared identity, and the caste system played a central role in maintaining social order and stability²².

Mass communication significantly impacts society, including its cultural, economic, and political factors. It is not a one-way process but a complex interaction between the media, the audience, and the broader social and cultural context. In particular, McQuail stresses the importance of the audience's interpretation and response to media messages, which can vary depending on their demographic profile, education level, and cultural background. It has been widely used in research on the impact of mass media, including studies exploring its role in transforming rural societies. It provides a useful framework for understanding how media messages are produced, disseminated, and received and how they interact with broader social, cultural, and economic trends²³.

The media is crucial to preserving and advancing culture. Only via cultural continuance does culture continue to exist. However, the advent of contemporary mass media brought forth fresh cultural issues. In contrast to economic and political globalisation, increased globalisation has significantly impacted cultural globalisation²⁴. People today prefer to adopt Western culture. Due to "vulgar" and "pop" tunes, Indian classical music has lost some significance, and people seldom enjoy their traditional dance. Obscene depictions of women are used by many businesses to market their goods. In this sense, television has negatively influenced our culture and society. He also reveals that the prevalence of mass media has made lower classes more aware of their rights²⁵. The oppressed classes are now speaking up against their exploitation. The oppressed classes are now speaking up against their exploitation. Another effect is that children and teenagers have been encouraged to perform violent acts through television, which is a form of media. If children witness any violent scenes on television, they grow violent. Youths or children are beginning to emulate their ideal heroes and choose to spend their lives following their fictional figures. Constructive media programs can influence children's development of this kind of conduct. Due to the mass media, there have been changes in India regarding the sati system, widow remarriage, caste restrictions, clothing codes, way of life, eating habits, and other issues²⁶. The introduction of the Internet, mobile phones, and smartphones has been a social revolution in rural life. Mass media has affected not only the village's external structure but also its internal structure¹⁵.

The challenges associated with communication in rural areas include limited infrastructure^{27, 28}, low literacy rates, and cultural barriers. The role of mass media in rural development is to disseminate information about government policies, promote literacy and education, and raise awareness about health, sanitation, and hygiene. The media's role in empowering rural women has historically been marginalised. Strategies like community radio and television stations, multimedia learning centers, and mobile-based information services to overcome these. The media can empower rural communities by providing access to information, promoting participation in development activities, and allowing them to voice their concerns. Mass media has emerged as a powerful tool for development in rural areas^29,30.

The mass media has a significant role in shaping and establishing the ideal person. Although the existence of titles such as "the most beautiful person," "Ms Universe," "Mr Universe," and others do not exist, they contribute to a perception of inferiority and lead us to scrutinise everyone. Dante, who has already acknowledged the limitations associated with beauty pageants, similarly expresses this sentiment. This study demonstrates that including gym attendance, cosmetic operations, and utilising cosmetics and other artificial beauty products in one's daily regimen is inappropriate. While possessing a role model to emulate in life is generally regarded as a favourable attribute, it is inadequate to objectify an individual based on their physical appearance. Individuals relinquish their distinctiveness during this phase and unquestioningly conform to the group due to the dread of being subjected to bullying or contempt if they do not. To eliminate this myth from society, we must develop effective tactics to convince individuals to relinquish this notion.³¹ Due to the alterations in behaviour induced by media exposure, it was observed that most participants reported modifications in their dietary and culinary practices³².

Nevertheless, 12.73 per cent of participants from both villages argued that their speech patterns had experienced minor alteration due to media exposure. A significant proportion of participants, specifically 28.99 per cent of individuals from the lower income bracket, said that their food preparation practices have undergone modifications due to exposure to media. A total of 1.36 per cent of participants in the upper-income category reported a modification in their food consumption patterns after exposure to media content. When queried about the potential impact of media exposure on their clothing preferences, a significant proportion of participants, specifically 41.46 per cent, indicated a shift towards a preference for dresses. Furthermore, most participants from both villages expressed that they perceived religious programmes, women's rights, and reservations as more advantageous than acquiring knowledge about Indian culture, decision-making processes, health, and hygiene. Upon analysing the data on various family structures and the impact of media exposure on marriage customs, it was observed that a significant proportion of participants, specifically 39.03 per cent of individuals identifying as nuclear family members, reported this phenomenon.

In contrast, 14.64 per cent of respondents identifying as joint family members indicated a similar pattern. The media was observed to depict social realities accurately.³³ Contemporary society exhibits a robust dependence on the media and is entirely regulated by it. The impact of media on individuals' perceptions of reality is widely acknowledged. Mass media facilitates the formation of shared perceptions of reality among individuals. The media's interpretations exert a significant and pervasive influence on individuals' perceptions of certain circumstances. The media can bring many topics to the attention of the public. There is an urgent need to prioritise sustainable development in the media.³⁴ Community radio plays a crucial role in fostering growth and facilitating societal change. Although there has been a growing interest in locally-owned radio since implementing new rules in 2006, we have not yet discovered how community radio defines the community. This examination illustrates the dynamic nature of "community participation" through a comprehensive case study³⁵.

MATERIALS AND METHODS:

Esteemed databases such as JSTOR, ProQuest, and PubMed were pivotal in retrieving peer-reviewed articles, seminal papers, and specialised journals that significantly enriched the literature review. Including peer-reviewed research articles from well-regarded academic journals provided empirical evidence and theoretical frameworks essential for anchoring the study within the broader scholarly discourse. Reports from reputable organisations and theses from prestigious universities further augmented the analytical depth. Digital platforms such as Google Scholar and ResearchGate were also utilised, offering access to many digital resources, including research articles, conference papers, and preprints. The researcher incorporated e-journals from academic platforms containing modern perspectives, research studies, commentaries, and reviews to enrich the literature review.

RESULT AND DISCUSSION:

The study found that the penetration of mass media, particularly television and the Internet, has significantly impacted the transformation of rural society in Haryana from isolation to socialisation. This exposure to mass media has led to a substantial increase in awareness of the outside world, new ideas, and cultures, impacting the social norms and attitudes in Haryana's rural society. The findings of this study suggest that the penetration of mass media has had a significant impact on rural society in Haryana, particularly in disseminating information and knowledge. Mass media has played a crucial role in bridging the gap between urban and rural areas by providing access to information and knowledge that was previously unavailable to rural communities^21.But it doesn't mean the village is getting lost, yet the town is getting urbanised¹⁵.

Similarly, the Internet and television have been instrumental in promoting literacy and education in rural areas of Haryana. It found that access to the Internet has had a significant impact on rural entrepreneurship and has led to increased economic growth in rural areas²². The use of social media has led to increased political engagement in rural areas in India. The use of mobile phones has had a significant impact on the lives of rural communities in India, particularly in improving access to health and education services. The study found that mass media exposure to new ideas, cultures, and lifestyles has impacted Haryana's rural society's social norms, attitudes, and behaviours. The respondents reported a significant shift in their attitudes toward gender equality, inter-caste marriages, and education. Mass media has played a critical role in breaking down traditional gender roles and promoting gender equality in rural areas of Haryana²³. The exposure to mass media has led to a greater emphasis on individualism and personal autonomy among rural communities in India. They also reported a greater acceptance of modern and Western values and lifestyles, evident in their clothing, food habits, and recreational activities. The study found that mass media has played a crucial role in breaking down traditional barriers and promoting a more open and accepting society. Socialisation. Secondly, the study examines the socio-economic changes in Haryana's rural areas due to the influence of mass media, particularly television and the Internet. Thirdly, the study investigates how exposure to new ideas, cultures, and lifestyles through mass media has impacted social norms, attitudes, and behaviours in Haryana's rural society.

The current study's exploration into the role of mass media in rural Haryana provides valuable insights into the ongoing transformation of rural society from isolation to a more socialised and interconnected community. The findings reveal a significant increase in exposure to and awareness of external influences, mediated through television and the Internet, which has impacted social norms and attitudes within these communities. This shift towards greater openness and acceptance of new ideas, cultures, and lifestyles marks a departure from the insularity characteristic of traditional rural societies. The study highlights the crucial role of mass media in bridging the information gap between urban and rural areas, promoting literacy, education, and economic growth, and facilitating social and political engagement.

Moreover, the findings underscore the transformative impact of mass media on gender roles, traditional barriers, and community values, fostering a more inclusive and egalitarian society. In conclusion, the pervasive influence of mass media on rural society in Haryana exemplifies the complex interplay between traditional values and the forces of modernisation and globalisation. While this transformation holds the promise of social progress and empowerment, it also necessitates a nuanced understanding of the potential challenges and implications for rural communities navigating the path toward a more interconnected and dynamic future.

CONCLUSION:

This article paints a persuasive picture of the transformative power of mass media in rural Haryana. Increased exposure to information, improved connectivity, and fostering a sense of community are undeniable benefits. However, the potential for negative influences on social norms, gender roles, and vulnerability to misinformation necessitates a critical approach. Promoting media literacy is crucial to empowering rural communities to evaluate the information they consume critically. Educational initiatives that equip individuals with the skills to discern fact from fiction, identify biases, and understand the construction of media messages are essential. It can help mitigate the spread of misinformation and promote responsible media consumption. Bridging the digital divide is another critical step. Government and civil society organisations can be vital in expanding internet access and providing digital literacy training in rural areas. It can ensure that all communities can benefit from the social and economic opportunities the digital age offers.

Finally, creating more responsible media content is necessary to address negative portrayals and promote positive social change. Media producers can strive to create content that challenges stereotypes, encourages gender equality, and celebrates the rich cultural heritage of rural Haryana. Additionally, fostering local media production can empower rural communities to tell their own stories and shape their narratives.

CONFLICT OF INTEREST:

The authors declare that no financial or personal conflicts of interest influenced the creation of this review article.

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Received on 22.03.2024 Revised on 13.06.2024

Accepted on 25.08.2024 Published on 18.12.2024

Available online on December 27, 2024

Int. J. of Reviews and Res. in Social Sci. 2024; 12(4):210-216.

DOI: 10.52711/2454-2687.2024.00036

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.