The Impact Of Media On Youth In Shillong: A Socio-Cultural And Linguistic Perspective

The rapid development of communication and mass media has broadened the scope of interconnectedness and globalization among the world's nations and cultures. These interconnections have ushered a network of intercultural and linguistic contact among users of different lifestyles, as featured in the media. As media is often cited in the literature as a powerful tool that shapes and influences public opinion and behavior, the cultures of advanced and developed nations tend to be the model that influences underdeveloped and developing nations to converge into a mass culture. However, this is not without its consequences. This study explores the consequences of media influence on the youth in the local setting of Shillong, the state capital of Meghalaya, India. In particular, as a preliminary investigation, it attempts to survey the impact of popular culture on the Khasi youths in Shillong and to evaluate the influence of media broadcasts on the socio-psychological aspect of language choice appropriated by the Khasi youths. A total of 100 Khasi youth participants aged 16-30 years, both male and female, were included in the study. Our findings demonstrate that Khasi youths in Shillong tend to associate themselves with trending forms and ideologies indoctrinated through media stereotypes. This has resulted in a departure from traditional conservatism as they integrate into an identity of ‘sub-cultural’ construction. Furthermore, English among the many alternative languages in media broadcast was found to be positively favoured by the Khasis youths in Shillong due to its relative scope, extensive communicative value, and utility compared to other languages.