Social Impact of Technology – Media, Communication & Change

1. Introduction

The rapid diffusion of information‑technology (IT) media—television, radio, internet, social networking platforms, and mobile applications—has transformed how Nepali societies produce, share, and consume information. This unit examines the social impact of these technologies, focusing on three inter‑related themes:

1. Media – the channels (TV, radio, online news, streaming services).
2. Communication – interpersonal and mass communication tools (SMS, WhatsApp, e‑mail, video‑conferencing).
3. Social Change – the processes through which societies evolve in values, institutions, and behavior because of technology.

Understanding these concepts is essential for ethical decision‑making in IT professions, as practitioners must anticipate both positive outcomes (e.g., greater civic participation) and negative externalities (e.g., misinformation, health hazards).

2. Key Definitions

3. How Media & Communication Technologies Work

3.1 Media Production Cycle

flowchart LR
    A["Content Creation"] --> B["Editing & Formatting"]
    B --> C["Encoding & Compression"]
    C --> D["Transmission (Broadcast/Internet)"]
    D --> E["Reception (TV, Radio, Smartphone)"]
    E --> F["Decoding & Display"]
    F --> G["Audience Consumption"]
    G --> H["Feedback (Ratings, Comments)"]
    H --> A

The cycle repeats as audience feedback informs new content creation.

3.2 Communication Process (Transactional Model)

Both models illustrate that technology mediates each step: encoding uses software, transmission relies on networks, decoding occurs on devices, and feedback is captured through analytics.

4. Health‑Related Issues of Using Computer Technology

1. Visual Strain (Computer Vision Syndrome) – prolonged screen time reduces blink rate, leading to dry eyes, blurred vision, and headaches.
2. Musculoskeletal Disorders – poor ergonomics cause neck, shoulder, and lower‑back pain; repetitive typing can lead to carpal tunnel syndrome.
3. Psychological Effects – constant notifications increase stress; excessive social media use correlates with anxiety, depression, and reduced attention span.
4. Addiction & Sleep Disruption – blue‑light exposure suppresses melatonin, affecting sleep quality.

Worked Example: A university student spends 8 hours daily on a laptop for assignments and streaming. After two weeks, she reports eye fatigue and a 2‑point drop in her GPA due to reduced concentration. Applying the 20‑20‑20 rule (every 20 minutes look at something 20 feet away for 20 seconds) and ergonomic adjustments can mitigate these effects.

5. Role of Media & Communication in Social & Cultural Change

5.1 Empowerment & Participation

• Citizen Journalism – platforms like Facebook and YouTube enable ordinary Nepalis to report local events, bypassing traditional gatekeepers.
• E‑governance – services such as eSewa and Khalti provide digital payment for government fees, increasing transparency and reducing corruption.

5.2 Cultural Diffusion

• Global streaming services (e.g., YouTube, Netflix) introduce foreign music, fashion, and values, influencing youth culture in Kathmandu and Pokhara.
• Local media (e.g., Kantipur TV) blend global formats with Nepali content, creating hybrid cultural products.

5.3 Economic Impact

• Digital marketplaces (e.g., Daraz, Sastodeal) expand market reach for small enterprises, creating new employment opportunities.
• Advertising on social media drives consumer demand, reshaping consumption patterns.

5.4 Risks & Negative Consequences

6. Factors Driving Social Change

7. Resistance to Social Change

Resistance emerges when change threatens existing power structures, identities, or resources. Common reasons include:

1. Tradition & Cultural Identity – fear that foreign media will dilute Nepali values.
2. Economic Threat – local artisans worry about competition from online retailers.
3. Lack of Access & Skills – digital illiteracy breeds suspicion toward new tools.
4. Political Control – authorities may restrict platforms to maintain social order.

Worked Example (Resistance): In 2021, a proposal to replace paper land‑record registers with an online portal faced opposition from village elders who feared loss of control over land transactions. The government addressed concerns by providing training workshops and retaining a manual verification layer for three years.

8. Comparative Overview: Traditional vs. Digital Media

9. Applications & Ethical Considerations

10. In the Real World

Worked Real‑World Trace: A small Kathmandu boutique uses Instagram to showcase new clothing lines. Followers comment and place orders via WhatsApp. The boutique records orders in a Google Sheet, then uses eSewa to receive payments. This end‑to‑end digital workflow exemplifies how media (Instagram), communication (WhatsApp), and e‑payment (eSewa) together reshape traditional retail.

11. Summary

• Media and communication technologies are powerful agents of social transformation, reshaping cultural norms, economic activities, and political participation.
• Health‑related issues (visual strain, musculoskeletal problems, mental stress) are real side‑effects that must be managed through ergonomic and behavioural interventions.
• Social change is driven by technology, economics, culture, policy, and demographics, yet resistance rooted in tradition, fear, and inequality persists.
• Ethical practice demands balancing empowerment with protection against misinformation, privacy breaches, and the widening digital divide.

Exam tip

• Structure answers: start with a concise definition, follow with mechanisms (use the media cycle or communication model), give a concrete example (preferably Nepali), then discuss advantages/disadvantages and ethical implications.
• Keywords: “empowerment”, “digital divide”, “cultural diffusion”, “resistance”, “health‑related issues”.
• Past papers often ask for factors of social change and reasons for resisting change—list them in bullet form and illustrate each with a Nepali case (e.g., resistance to online land records).
• Time‑saving: memorize the comparison table (Traditional vs. Digital Media) and the mermaid cycle; you can reproduce them quickly in answer scripts.