Role of communication in cultural understanding:

In the area of cultural promotion, communication media can be used  to meet the two fundamental needs. Firstly, the media like radio, cinema, and above all television,  can provide information, spread-awareness  and create motivation to appreciate  the characteristics  of our varied culture. These characteristics may be of artistic forms like music, dance, literature or of knowledge of history and mythology pertaining to different regions and peoples of our country. Even traditions as well as taboos have fascination of their own in appreciation of cultural heritage. Secondly, apart from creating knowledge about culture, the media can be used in  the preservation of  the heritage. Cultural identity, i.e., pride in one's cultural heritage, is today an important factor for keeping the people together. This can happen even in a small community like a tribe which has common attitudes, customs or ceremonies, or at the national level through bonds of history and sharing of values. In  fact, a sense of belonging and ofnational integration can be created through the use of media. The media can be used  to foster and  to deepen loyalty to the nation. Preservation of culture is, therefore. an  important national task.