Teaching Media


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A roadmap for teaching media in a fast-paced, technology-driven globalised environment.

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Teaching Media

  1. 1. Challenges in Teaching Media in a Changing Global Scenario Dr. Mrinal Chatterjee Professor Indian Institute of Mass Communication (IIMC) Sanchar Marg, Dhenkanal 759 001, Orissa
  2. 2. We live in a world where media are omnipresent. - UNESCO Declaration on Media Education, 1982, Grunwald, Germany
  3. 3. A brief history of Communications <ul><li>60,000 years ago People started to speak </li></ul><ul><li>5,000 years ago People started to write </li></ul><ul><li>600 years ago People started to publish </li></ul><ul><li>110 years ago Radio was invented </li></ul><ul><li>80 years ago Television was invented </li></ul><ul><li>45 years ago Internet was born </li></ul><ul><li>30 years ago Mobile telephone was given patent right </li></ul>
  4. 4. A brief history of Mass media in India <ul><li>1780 First newspaper was published </li></ul><ul><li>1924 Radio was introduced </li></ul><ul><li>1959 Television was introduced </li></ul><ul><li>1990 Internet was introduced </li></ul><ul><li>1995 Mobile telephone was introduced </li></ul>
  5. 5. Media use in India <ul><li>1940s </li></ul><ul><ul><li>Newspaper, radio, cinema, theatre </li></ul></ul><ul><li>1960s </li></ul><ul><ul><li>Newspaper, radio, cinema, theatre, TV </li></ul></ul><ul><li>1990s </li></ul><ul><ul><li>Newspaper, radio, cinema, theatre, TV, Satellite TV, VCR, Internet </li></ul></ul><ul><li>2000- </li></ul><ul><ul><li>Newspaper, radio, cinema, theatre, TV, Satellite TV, VCR, Mobile phone, DVD, E mail, Webcam, blog, podcasting. CONVERGENCE </li></ul></ul>
  6. 8. Mass media in India now <ul><li>62, 000+ publications </li></ul><ul><li>18 crore copies of newspapers are circulated daily </li></ul><ul><li>300+ radio stations </li></ul><ul><li>Footprints of 500+ television channels </li></ul><ul><li>32 lakh internet connection </li></ul><ul><li>2.5 crore mobile handsets in use </li></ul>
  7. 9. A brief history of Media Teaching in India <ul><li>First systematic journalism course was introduced in National University at Adyar in Madras (now Chennai) in early 30s </li></ul><ul><ul><ul><ul><li>Source: Dr. Nadig Kishna Murthy former Professor of Journalism at Mysore University, </li></ul></ul></ul></ul><ul><li>1938 Aligarh Muslim University </li></ul><ul><li>1941 Punjab University, Lahore </li></ul><ul><li>1947 Madras University </li></ul><ul><li>1950 Calcutta University </li></ul>
  8. 10. Status of Media Education in India <ul><li>100+ universities offer PG courses in Mass communication- Journalism: print, television, radio, web; public relations, advertising, etc. Besides there are several private institutions providing short and medium term courses. </li></ul><ul><li>There are several media-related courses, with more emphasis on practical applicability e.g. media management, media relations, event management, etc. More such courses are being introduced. </li></ul>
  9. 11. Challenges in Teaching Media in a Changing Global Scenario <ul><li>Growth: Vertical, horizontal and spatial </li></ul><ul><li>Change: Content, presentation, technology </li></ul><ul><li>Approach: Media tends to be simultaneously global and ultra local </li></ul><ul><li>Industry-Academics synergy </li></ul><ul><li>Infrastructure and Logistics </li></ul>
  10. 12. Challenges in Teaching Media g r o w t h <ul><li>Media is an umbrella term. It encompasses </li></ul><ul><ul><li>entertainment, </li></ul></ul><ul><ul><li>education, </li></ul></ul><ul><ul><li>information </li></ul></ul><ul><li>It has grown over the years with invention of new technologies. With the advent of each new technology existing media dynamics changes. Change affects all existing media. </li></ul>
  11. 14. Challenges in Teaching Media cha nge <ul><ul><li>From news media to entertainment –the only constant thing is –change. </li></ul></ul>
  12. 15. Cha nge in Media <ul><li>Was </li></ul><ul><li>Linear </li></ul><ul><li>Text Web </li></ul><ul><li>Copyright </li></ul><ul><li>Advertising </li></ul><ul><li>Professional Creators </li></ul><ul><li>Pay with cash </li></ul><ul><li>One way Push </li></ul><ul><li>Is/Will be </li></ul><ul><li>Interactive </li></ul><ul><li>Audio & Video Web </li></ul><ul><li>Usage Right </li></ul><ul><li>Ads as Content </li></ul><ul><li>User / Usator Content </li></ul><ul><li>Pay with attention </li></ul><ul><li>2-way Pull </li></ul>BOTH will CONTINUE
  13. 16. Challenges in Teaching Media Change in C ntent <ul><ul><li>The content of media is changing with new situations, new developments, new problems, new opportunities and new needs (actual and/or perceived). </li></ul></ul>
  14. 17. Challenges in Teaching Media Change in Presen tation <ul><ul><li>With change in audience profile and technology, the presentation is changing. </li></ul></ul><ul><ul><li>News on television is more ‘in your face’ now. </li></ul></ul><ul><ul><li>Average length of stories in newspaper and magazines are shortening. </li></ul></ul><ul><ul><li>Web is creating a new medium of communication- combining reading, listening and viewing experience. </li></ul></ul>
  15. 18. Challenges in Teaching Media Specia l isation <ul><li>Growth in media and audience demand/warrant specialisation- in content and form. </li></ul>
  16. 19. Challenges in Teaching Media Industry-Academics s y nerg y <ul><ul><li>Industry expects academia to deliver industry-ready person with right skill and attitude. </li></ul></ul><ul><ul><li>Academics is heavily biased towards imparting theoretical input. </li></ul></ul><ul><ul><li>Often there is mismatch /disconnect/ disharmony </li></ul></ul>
  17. 20. Challenges in Teaching Media I nfrastructure and L ogistics <ul><ul><li>Most of the media teaching institutes of India lack right kind of infrastructure to teach technology-driven modern media. </li></ul></ul><ul><ul><li>There are logistical problems thanks to typical bureaucratic red tapeism . </li></ul></ul>
  18. 21. Can we meet the challenges?
  19. 22. Y E S We can.
  20. 23. It’ll require efforts by the Teachers and the Management of Media Teaching Institutes.
  21. 24. Some suggestions For the Teachers
  22. 26. Some suggestions For the Teachers <ul><li>Update </li></ul><ul><li>Work hands on </li></ul><ul><li>Engage with media </li></ul><ul><li>Familiarize yourself with technology </li></ul><ul><li>Use internet and web resources </li></ul>
  23. 27. Some suggestions For the Teachers <ul><li>Use more visuals. Use info graphics, videos, etc. The technology is simple. </li></ul><ul><li>Class Room teaching is also performance. Prepare. </li></ul>
  24. 28. Some suggestions For the Media Institutions <ul><li>Be clear: theoretical input is as important as skill training. </li></ul><ul><li>Provide infrastructure and logistics for hands on work experience. You never learn unless you do. </li></ul><ul><li>Provide learning and growth opportunity for the faculty. </li></ul>
  25. 29. Some ideas for teaching media <ul><li>We do these in Indian Institute of Mass Communication (IIMC), Dhenkanal, Orissa. </li></ul>
  26. 30. Daily News on Television <ul><li>Students present 10 minute live bulletin in English and Oriya at 9.30 a.m.. News selection is done by them. Analysis and discussion on the news follow. </li></ul>
  27. 31. Daily Newspaper <ul><li>Students produce daily newspaper in English and Oriya. Deadline: 5.30 p.m. Analysis and discussion on the news follow. </li></ul>
  28. 32. Daily News for Radio <ul><li>Students present 5 minute news bulletin in English and Oriya at 5.50 p.m.. News selection is done by them. Analysis and discussion on the news follow. </li></ul>
  29. 33. Daily Presentation <ul><li>Students are required to deliver presentation on a socially relevant subject (assigned about a week before). It is followed by QA session. </li></ul>
  30. 34. Periodicals <ul><li>Students produce lab journals in print (18 issues; 4 pages in tabloid size) and web format. </li></ul>
  31. 35. Live Projects <ul><li>Students are engaged in live projects like publishing bulletin for the local Book fair committee and festival for differently able children. </li></ul><ul><li>Students are engaged in live media research </li></ul>
  32. 36. Engagement with media <ul><li>Students are encouraged to write articles, features, even letters to the editor and send them for publication </li></ul><ul><li>Students are encouraged to write blogs </li></ul><ul><li>Students are encouraged to write in citizen journalism sites </li></ul><ul><ul><ul><li>E.g. merinews.com, youthejournalist.com, ohmynews.com </li></ul></ul></ul>
  33. 37. Engagement with technology <ul><li>Reading materials are provided through group mail </li></ul><ul><li>Students are encouraged to submit assignments online </li></ul><ul><li>Students are encouraged to research online and do computer assisted reporting </li></ul>
  34. 38. Some more suggestions
  35. 39. Update Syllabus <ul><li>Curricula should be updated periodically and also reviewed by a board of studies, which should include academics and media industry professionals. </li></ul><ul><li>There should be attempt to initiate and support comprehensive media education programmes- from school to university. </li></ul>
  36. 40. Forge stronger academics-industry interface <ul><li>There should be industry input in preparation of syllabus </li></ul><ul><li>Persons from industry should be invited to interact with and teach/train students </li></ul><ul><li>There should be cross movement between industry and academics. </li></ul>
  37. 41. Mid career refresher for teachers <ul><li>Mid career refresher and orientation programmes should be organised. </li></ul><ul><li>A few well equipped institutions like say IIMC could be identified for this purpose. </li></ul>
  38. 42. Networking of academicians <ul><li>There should networking of academicians and research scholars on a continuous basis for sharing of ideas and information. </li></ul><ul><li>Training and related material could be distributed through this network. </li></ul><ul><li>This could be done cost effectively through internet. </li></ul>
  39. 43. Encourage teachers to engage productively with media <ul><li>Teachers should be encouraged to engage productively with media </li></ul><ul><ul><li>For example: Teachers should be permitted to work in media houses, say for a couple of months every two years. </li></ul></ul>
  40. 44. Useful Books <ul><li>Communication Education and Media needs in India: A study conducted by AMIC; 2002 </li></ul><ul><li>Teaching the Media: Len Masterman, Comedia Publishing Group, London, 1985 </li></ul>
  41. 45. Useful Websites <ul><li>www.mediafuturist.com </li></ul><ul><li>www.thehoot.org </li></ul>
  42. 46. Sources for Web resources <ul><li>Education-Specific Search Tools </li></ul><ul><ul><li>TekMom.com : A one stop shop for searching. Contains a variety of search fields that allow students/teachers to search for a wide range of topics both in general search tools and subject specific ones. </li></ul></ul><ul><ul><li>Bluewebn.com: A site that features many resources for teachers categorized by subject and activity type. </li></ul></ul>
  43. 47. Sources for Web resources <ul><ul><ul><li>Teacherlingo.com is a great website for teachers to write helpful articles for each other. </li></ul></ul></ul><ul><ul><ul><li>Teachervision.com This website saves time for teachers and provides free resources. </li></ul></ul></ul><ul><ul><ul><li>Teachertube.com is a great resource for educational videos. </li></ul></ul></ul><ul><ul><ul><li>Some social networking sites for teachers are </li></ul></ul></ul><ul><ul><ul><ul><li>Nextgenteachers.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Crowdvine.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>ning.com </li></ul></ul></ul></ul>
  44. 48. Thank You. [email_address]