Page 10 - Pure Life 11

Modern Media and Changing the Functions
of Family (With Emphasis on Individualism)

1
Author: Seyed Mohammad Hossein Sadat Chavoshiyan (Iran)
Reccive: 17/02/2017 Accept: 01/08/2017
Abstract
Compared to traditional media, an important characteristic of
modern media is that it taps on electric and electronic means
and it has extensive coverage. The most important
characteristic of traditional media is that it creates a face-to-
face communication between addresser and addressees.
Modern media has its roots in modernism and is a direct
consequence of modern societies. Modern media especially
visual media represent the dominant values in the society and has
altered the function of family toward more individualism, and
individual behavioral patterns. Under the influence of modern
media, families are losing their traditional function and are
experiencing new functions. A function geared toward more
individualism and catering for the individual needs of family
members, a function that challenged the traditional dominant
values of the family. Among all the contributing factors,
modern media in their various forms and comprehensive
advertisements, have played a pivotal role in internalizing
characteristics of modern world and specially individualism
among family members. The current study aims to investigate
the new functions of family in accordance with the role played
by visual media in the modern society.

Key Words: Family, Modernism, Media, Individualism

1. PhD Student in Department of Women's Studies, University of
Religions and Denominations, Qom, Iran, mh.chavoshian@mou.ir