This may allow advertisers to shape the content of the media. However, this system also gives consumers access to information at little or no direct cost. Every culture has means of preparing and conditioning its members to adopt expected social roles and activities. In our culture, mass media messages have an important, though often unrecognized, role in this process. A new internationalism.
New technologies transcend borders and make censorship difficult.
However, it also affects indigenous cultures. Marshall McLuhan Author of many books, McLuhan richly theorized that the very machinery and activity surrounding the mass media machinery affect on the culture. On the other hand, McLuhan theorized that television would bring us together as a global village.