THE ROLE OF MEDIA CULTURE IN PROMOTING SOCIAL VALUES IN MEDIA FROM THE PERSPECTIVE OF THE “VALUE PARADIGM”
This research aims to explore and understand the vital role played by media culture in promoting and transmitting social values from the perspective of the "Value Paradigm." Therefore, it is essential to empower and equip media culture with the goal of shaping individuals and instilling in them critical thinking, social values, correct attitudes, and skills from media sources. The "Value Perspective" imparts an ethical view of media culture, attempting to recognize the exclusion of the "values" variable from its components, derived from the cultural and civilizational context of this vision from the outset. Excluding this variable from the analysis and interpretation process has led many media studies in the Islamic environment to produce distorted copies of Western studies. This "paradigm" does not oppose foreign theories but enriches them with variables that express cultural and civilizational differences and distinctions in social, economic, political, and cultural experiences.
Keywords: Media Culture, Social Values, Value Paradigm, Value Competence.