TV and video content do more than entertain – they participate in a powerful cultural feedback loop. What society values, questions, or fears often finds its way into the content we consume.
In turn, that content influences public opinion, behaviour and culture. This dynamic exchange between media and society is constant and evolving, with creators and audiences shaping each other in real time.
Below is a breakdown of how TV and video content both reflect and shape societal trends.
Reflecting societal trends
TV and video often serve as a mirror to society, revealing what we care about, what we’re debating and how our identities are shifting.
Real-world issues in storytelling: Contemporary storytelling often draws from real-world concerns. Documentaries and dramas address urgent issues – When They See Us explores systemic racism and police brutality, while Taare Zameen Par sheds light on mental health and learning disabilities. These stories echo public discourse and deepen social awareness.
Generational trends and digital culture: The rise of YouTube, TikTok and other participatory platforms reflects a shift toward democratised media. Audiences no longer just consume content – they create it. This shift mirrors our culture’s move toward individual expression, authenticity and instant connection.
Shaping societal trends
While content reflects society, it also actively shapes it – guiding how we think, what we value and how we behave.
Setting norms and aspirations: TV shows influence cultural expectations and lifestyle choices. Sex and the City, for instance, redefined urban single life and consumer culture for an entire generation. Home renovation shows influence how people view personal space and home-ownership.
Language, fashion and pop aesthetics: TV and video are major trendsetters. Catchphrases, fashion styles and makeup looks often go viral after appearing in a popular series. Shows such as Euphoria and Stranger Things have shaped youth fashion, music and visual culture across social platforms.
Shaping political and social perspectives: Satirical news programmes such as The Daily Show or Last Week Tonight don’t just entertain – they inform and persuade. They help frame political events for a younger, often more sceptical audience. Meanwhile, political dramas such as House of Cards influence public perception of government and leadership.
Feedback loop between media and society
In today’s digital world, the relationship between media and society is more interactive than ever. Audiences are no longer passive viewers – they’re active participants.
Real-time reactions and content evolution: Social media has revolutionised how audiences respond to content. Viewer feedback – whether praise, critique, or backlash – reaches creators instantly. This immediacy has led to real-time adjustments in casting, storytelling and tone.
Influence of social movements: Movements such as #MeToo and Black Lives Matter have directly affected the media landscape. Networks and studios are rethinking representation, investing in inclusive narratives and prioritising authentic voices to reflect societal calls for justice and equality.
Demand for authenticity and representation: Audiences demand content that feels real and inclusive. This push has led to diverse casts, culturally sensitive writing and collaborations with underrepresented creators. Media now responds not just to market trends, but to ethical and cultural imperatives.
Media as a cultural force
TV and video content are cultural artifacts and engines of change. They both document and shape the identities, ideologies and dreams of society.
As digital platforms and global audiences grow, so does the speed and scale of this feedback loop.
What we see on screen doesn’t just reflect who we are – it helps define who we’re becoming.
By Prasad S. Amin, CEO, Integrated Advertising Services (IAS MEDIA)
