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Sociology Optional PYQ Solutions · Model answer

Examine the impact of mass media on Indian society. Whether western consumerism and materialistic culture, creeping in through mass media, are adversely affecting the traditional Indian culture?

  • UPSC 2002
  • Visions of Social Change in India

The question restates the cultural imperialism thesis: that transnational media carry a consumerist value system which displaces indigenous culture. Examined against Indian evidence, the thesis identifies a real process but misdescribes it. What mass media has done is not westernise Indian culture but commodify it — and Indian audiences have used the same media to…

You are reading the opening of the model answer. The full answer is part of Sociology Optional PYQ Solutions.

What the full answer covers

  • The claim at its strongest
  • Testing the claim
  • What is genuinely adverse
  • Conclusion

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