Advertising as a Catalyst for Social Transformation: A Study on Public Service Advertisements and Nation Building in India

Abstract

Media, the fourth pillar of democracy, is one of the institutions, systems and resources created by the society to fulfill its various needs. Today, as a security guard of democracy, media has reached its reach not only in the country but across the world. In this era of information technology, mass communication has an important contribution in the society. Whatever the limitations of the early forms of communication, the rapid development of communication media has been closely related to the development of modern human society. In the last few years, the revolutionary changes in the procedures of mass communication due to scientific progress have completely changed the human life-style. From Parliament to the streets, all ideological wars are being fought today through the mass media. Before independence, the media awakened the light of patriotism and resistance to British rule among the common people. After independence, this medium of consciousness emerged from new knowledge and science and called upon the common people to protect their rights and duties.