Media, masses and market
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Media, masses and market

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Media, masses and market Media, masses and market Document Transcript

  • Media, masses, market : Lasting linkages Status of Indian Media There are 31 newspapers per 1000 people in India 61 in 1000 people own a television 81 in 1000 people own a radio 13 in 1000 people have access to a telephone Media for India Media with a conscience. Dichotomy between India and Bharat Cyber-savvy Indian elite and the monsoon-dependent farmer Media for India Our roots are grassroots! Save the watchdog!!
  • Media M asses M arket Lasting linkages By Dr Archana R Singh
  • Three way interactivity
    • Media
    • Masses
    • Market
    • Let us look at the interactivity
    • Media Market Masses
  • Status of Indian Media There are 31 newspapers per 1000 people in India 61 in 1000 people own a television 81 in 1000 people own a radio 13 in 1000 people have access to a telephone Average hours a week an Indian spends reading a newspaper/magazine : 2.1 Average hours a week an Indian spends watching television: 8.4 Approximation: Data changes every week. Approximation: Data changes every week.
  • A model of commercial news production News production Environment Culture/laws/regulations/technology Investors/owners Capital/direction Profits/Influence Capital/policy Revenues/Influence ( many deptt ie sales, marketing, advertising etc . Public attention Advertiser s Content Attention / money Parent Corporation ( owns many businesses ) Media Firm Single newspaper or TV channel Headed by publisher or GM News decisions ( discovery, selection, reporting) News department Journalistic norms Market norms Organisational culture News workers Consumers General Public
  • Media for India
    • Media with a conscience.
    • Dichotomy between India and Bharat
    • Cyber-savvy Indian elite and the monsoon-dependent farmer
    • Grass roots journalism and regional/local press
    • Sensitivity in mainstream media
  • Present media scenario
    • Boon:
    • Resurgence of radio
    • Emergence and growth of PR
    • Emergence of media literacy as an area in education
    • Internet to emerge as new grassroots media
    • Cinema returns to the Studio system
    • IEM sector continues to grow at a phenomenal accelerated rate!
  • Present media scenario
    • Bane:
    • Urban centrism of media
    • Loss of personal element
    • Users of media are treated as consumers
    • Emergence of checkbook journalism
    • Marginalization of `reporting’
    • Antidevelopment programming on TV such as entertainment without purpose, advertising.
  • Pro-social media: The need of the hour
    • Journalists are accountable to their readers, listeners, viewers and each other
    • Understand issues that need to be covered
    • Understand readers and their problems
    • Understand basic principles of journalism that are : Inform, educate and entertain
  • Pro-social media: The need of the hour
    • Stress on serving the readers
    • Guide, illustrate, spread knowledge not hearsay
    • Development journalism, active reporting, search for facts not other peoples’ truth. Follow the tradition of verification
    • Constructive use of Investigative journalism not sensationalism
  • Pro-social media: The need of the hour
    • Ethical journalists treat sources, subjects and colleagues as human beings deserving of respect
    • Encourage sensitivity, especially when covering controversial or emotional topics
    • Include warnings against obscenity, invasion of privacy, libel, disruption, copyright violation, hate speech, false advertising
  • What are social issues?
    • Superstitions, orthodoxy, illiteracy, malnutrition, overpopulation, urban migration…
    • Gender related:
    • Female foeticide
    • Child marriage
    • Dowry
    • Bride burning
    • Sati/treatment meted out to widows
    • No education for girl child
  • Mainstream and mindful! 1881: Bal Gangadhar Tilak in established two newspapers, the Marathi Kesari (Lion), and The Mahratta, to fight sati system and child marriage 1933: Gandhi started Harijan to fight against caste system and untouchability 1984: Hum Log 2009: Several TV Serials such as Balika Badhu, Laado etc.
  • Pro social Communication campaigns
    • Media has been used and now is being redefined.
    • Communication Campaigns are the need of the hour:
    • Issue specific
    • Effect large number of people
    • Within specified time
    • Through recognized set of communication activites
    • Target specific
    • Result oriented
    • With inbuilt mechanism for feedback
    • India’s tribal citizens are being taught to use new cell phone network to produce local news
    •   Dozens of citizen journalists in India’s chronically neglected tribal communities are producing and sharing audio news reports for the first time through an innovative cell phone system launched by a Knight International Journalism Fellow, Shubhranshu Choudhary'
  •  
  • The changing face of India
  • Arise, awake, alert!! Development journalism, active reporting, search for facts not other peoples’ truth. Follow the tradition of verification Constructive use of Investigative Journalists are accountable to their readers, listeners, viewers and each other Understand issues that need to be covered Understand readers and their problems. Media for India [email_address] Our roots are grassroots! - Since 2010 Pro-social media: The need of the hour Watchdog is not a lapdog!
    • [email_address]