When medium itself has become message and gets disproportionate importance, the substance of the message gets pushed back. Influence of visual media on culture and people has been increasing day by day. Though it influences people both positively and negatively, it affects more adversely than otherwise as the media has begun affecting the very identity of the masses and reduced them to passive subjects. The plurality of culture and identity of people in the third world countries are at stake. Strong resistance of the masses supported by a new order of international information is the need of the hour. Keeping this in mind, a revisit to the influence of visual media is deliberated here.
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