Swati Bute-Media Literacy:Critical and informed citizenry
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Swati Bute-Media Literacy:Critical and informed citizenry

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Swati Bute-Media Literacy:Critical and informed citizenry Swati Bute-Media Literacy:Critical and informed citizenry Presentation Transcript

  • MEDIA LITERACY: CRITICAL AND INFORMED CITIZENRYMEDIA, DEVELOPMENT AND SOCIAL CHANGE BY DR. SWATI JAYWANT RAO BUTE ASSISTANT PROFESSORNational Institute of Health and Family Welfare Baba Gang Nath Marg, New Delhi – 110067
  • BEFORE YOU LEAVE HOME IN THE MORNING, EVEN BEFORE YOUFINISH YOUR SECOND CUP OF COFFEE, YOU ARE GOING TO BECOMEAN EAR AND EYE WITNESS TO EVERY MAJOR WORLD EVENT – AS ITHAPPENED WHILE YOU SLEPT, AS IT HAPPENS NOW…. THIS IS THEMORNING BRIEFING SESSION THAT WILL ARM YOU WITH INFORMATIONTO MEET THE DAY MORE FULLY THAN ANY CITIZEN HAS EVER BEENARMED BEFORE…… (ANNOUNCEMENTS MADE AT THE LAUNCH OFNBC MORNING NEWS PROGRAM “TODAY”)
  • IN INDIA, THE ORIGIN OF MEDIA WAS FOR EDUCATION, THECORE OBJECTIVE WAS TO EDUCATE PEOPLE BY USINGDIFFERENT TYPES OF MEDIA (PRINT, RADIO AND ELECTRONIC)FOR THE GROWTH AND DEVELOPMENT OF THE COUNTRY ANDTO BRING UNDERPRIVILEGED PEOPLE IN THE MAINSTREAM OF DEVELOPMENT.
  • IN NINETIES ECONOMIC LIBERALIZATION OF INDIAN MEDIA MARKETHAS GIVEN OPPORTUNITY TO THE GLOBAL PARTNERS TO ESTABLISHMEDIA HOUSES AND TELECAST PROGRAMS AND HAS ALSO GIVENBIRTH TO THE ERA OF COMMERCIAL BROADCASTING. NEWCHANNELS, NEW PROGRAMS AND PROGRAMMING PATTERNS BYTARGETING DIFFERENT AUDIENCES WITH DIFFERENT CONTENTREQUIREMENTS WERE STARTED, WHICH HELPED IN MAKING PEOPLEAS BETTER INFORMED AND VIGILANT CITIZENS.
  • DEVELOPMENT AND SOCIAL CHANGE THROUGH MEDIA LITERACYTHE CONCEPT OF DEVELOPMENT IS OFTEN EQUATED WITH MODERNIZATION,INDUSTRIALIZATION, SOCIAL CHANGE, PROGRESS AND GROWTH.DEVELOPMENT AS SOCIO ECONOMIC PHENOMENON IS SEEN ASNECESSARY, EVEN INEVITABLE, AS GOOD AS SALUTARY. (KEVAL J. KUMAR,MASS COMMUNICATION IN INDIA, SECTION – V, MASS MEDIA, CULTUREAND DEVELOPMENT, 2004)
  • TODAY INDIA HAS OVER 600 TV CHANNELS; 100 MILLION PAY- TV HOUSEHOLDS; 70,000 NEWSPAPERS; AND PRODUCESOVER 1,000 FILMS A YEAR. GROWING DIGITIZATION ANDHIGHER MEDIA CONSUMPTION SPECIFICALLY IN YOUNGERPOPULATION IS GIVING CHANCE TO PRODUCE NEW PROGRAMSTARGETING THE CONSUMERS AND INVEST MORE IN THEMARKET, THIS GROWTH GIVING TREMENDOUS OPPORTUNITYTO BOTH INDIAN AS WELL AS FOREIGN INVESTORS.
  • WITH THE INCEPTION OF SOCIAL MEDIA AND CITIZEN JOURNALISMNOW READERS AND AUDIENCES ARE TAKING PART IN REPORTINGLOCAL NEWS, IN DEBATES ON BURNING ISSUES AND EXPRESSINGTHEIR VIEWS ON DIFFERENT SOCIAL NETWORKING PLATFORMS ANDTHIS WHOLE PROCESS IS HELPING AND EMPOWERING THEM ANDSOMEWHERE ALSO GIVING US SIGNS OF MAJOR SOCIAL CHANGES.SOCIAL MEDIA ALSO PLAYED VERY IMPORTANT ROLE IN RECENTPOLITICAL PROTEST HAPPENED IN DIFFERENT COUNTRIES AND IN INDIA.
  • WHAT NEEDS TO BE DONE?AS EARLY AS 1958, DANIEL LERNER HAD ARGUED IN HIS SEMINALBOOK - THE PASSING OF TRADITIONAL SOCIETIES “NO MODERNSOCIETY FUNCTIONS EFFICIENTLY WITHOUT A DEVELOPED SYSTEMOF MASS MEDIA” (P. 55).
  • MEDIA IN INDIA WORKS AS FOURTH PILLAR OF THEDEMOCRACY, INDIAN MEDIA IS ENJOYING FULL FREEDOM INREPORTING NEWS AND PROGRAMS; THERE IS NO PRESSURE ORCENSORSHIP ON THE MEDIA IN DELIVERING THE INFORMATION WHICHMATTERS FOR DEMOCRACY. BUT MEDIA IN INDIA IS STILL IN THEINCEPTION PHASE AND SOMEWHERE LACKING THE MATURITY WHICHIS REQUIRED IN DEALING WITH THE SENSITIVE ISSUES. MEDIASHOULD NOT WORK AS A MEDIATOR BUT SHOULD WORK AS ANATTENTIVE WATCH DOG OF THE SOCIETY WHILE DEALING WITHDIFFERENT ISSUES.
  • TO DEVELOP SUCH KIND OF CULTURE OR AN ENVIRONMENT WHEREMEDIA KNOWS IT’S DUTIES TOWARDS THE NATION AND THE PEOPLEIS NOT ONLY THE RESPONSIBILITY OF THE MEDIA HOUSES BUT ALSOTHE RESPONSIBILITY OF THE MEDIA INSTITUTES WHICH PRODUCEMEDIA PROFESSIONALS. FOCUS SHOULD BE GIVEN ON MAINTAININGSOCIAL AND INSTITUTIONAL ETHICS IN THE PROFESSIONAL ENVIRONMENT.
  • IT IS ALSO NECESSARY FOR THE MEDIA INSTITUTE TO UPDATE THECURRICULUM OF MEDIA COURSES. IN THIS CHANGING ENVIRONMENTWHERE HUGE MARKET IS OPEN FOR BOTH PRODUCERS ANDCONSUMERS, EVERYBODY IS FREE TO SELECT WHAT THEY WANT TO SEE;TODAY AUDIENCES AND READERS ARE MORE AWARE AND INTELLIGENT.
  • TO FULFIL MARKET DEMAND PRODUCERS ARE ALSO EXPERIMENTING WITHALL THE AVAILABLE RESOURCES AND TALENTS. IN SUCH CIRCUMSTANCES ITIS THE MAJOR RESPONSIBILITY OF MEDIA INSTITUTES TO PROVIDE SPECIFICTRAININGS - TRAINING FOR GETTING FAMILIAR WITH THE NEW TECHNOLOGYWHICH IS IN USE, TRAINING FOR UNDERSTANDING AND KNOWING WHATAUDIENCES WANTS AND HOW THEY SELECT THE CONTENT AND THEPROGRAM, TRAINING FOR INCREASING STUDENTS UNDERSTANDING IN NEWAREAS AND ISSUES WHICH ARE EMERGING SUCH AS HEALTH, ENVIRONMENT,BILATERAL ISSUES, INTERNATIONAL POLITICS AND DIFFERENT CULTURES.
  • AUTHENTICITY AND FACT FULLNESS IS THE FIRST PARAMETER OFANALYSING ANY NEWS ITEM AND IF REPORTERS ARE LACKING IN THIS SKILLDEFINITELY IT INDICATES AN ALARMING CALL FOR THE PROFESSION. BYPRODUCING SUCH KIND OF CONTENT AND STORIES THEY ARE NOT ONLYPASSING WRONG INFORMATION BUT ALSO SOMEWHERE MISLEADING THEAUDIENCES AND ALSO DEGRADING THE DIGNITY OF THE MEDIA PROFESSION.
  • THAT IS WHY IN THE ACADEMIC PROGRAMS MORE FOCUS SHOULD BEGIVEN ON INCULCATING THE HABIT OF RESEARCH BEFOREREPORTING ANY TOPIC OR ISSUE WHICH IS DIRECTLY OR INDIRECTLYRELATED WITH THE PUBLIC INTEREST.
  • IT IS ALSO A RESPONSIBILITY OF THE UNIVERSITIES AND MEDIA INSTITUTESTO FOCUS MORE ON ACADEMIC RESEARCH PROGRAMS ON DIFFERENTAREAS AND ISSUES BASED ON THE FREEDOM OF PRESS AND TOSTRENGTHEN MEDIA AS AN FOURTH PILLAR OF DEMOCRACY IN TRUE SENSE.
  • BY DOING THIS INDIAN MEDIA INDUSTRY WILL NOT ONLY COME OUTAS AN MORE POWERFUL INDUSTRY WORKING FOR ESTABLISHING ANDSTRENGTHENING DEMOCRATIC VALUES BUT ALSO MAKING PEOPLEAS AN MORE INFORMED AND CRITICAL CITIZENRY.
  • THANKS