How do popular media affect language?

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The impact of popular media on the language used , especially the spoken language , is quite high.People tend to adopt the style and the words used in popular media very easily.The children who watch the cartoon serials are impacted by the characters ,the style of their language ,the diction used to such an extent they tend to use the same style in their conversational speech as well. Sometimes the media control is in the hands of people who speak other languages and they can use the media to freely mix their language words into the native language.For example ,Tamil is a South Indian language with a rich vocabulary.But of late as the usage of Tamil mixed with a number of English words has become a sort of fashion in the Tamil media .The youngsters and others who watch the media are highly influenced by what they hear and try to imitate the same style , while speaking in the day to day transactions.This has resulted in almost a mix of 30% English words while speaking Tamil.This trend is increasing causing a concern among people who are interested in conserving Tamil ,one of the oldest languages of the world.Since the reach of the popular media is very high , it penetrates into the heart and soul of all people who watch it.So,the media ,sure can make or mar any language.