Media literacy is the ability to access, analyze, evaluate and create own media in variety of forms. Media literacy empowers people to be critical thinker, effective communicator and active citizen. Media literacy is like a bridge of communication between good governance and public. Good governance means an effective and responsive state accountable to their citizens and independent media system can play a crucial role in it.

1. Title: Media literacy an effective
tool for good governance
By Bhavna Pathak
Department of Mass Communication
Prestige Institute of Management and Research

2. Research Methodology
• This is a conceptual paper based on Review of
literature.
• This paper shows media literacy tools are very
helpful in good governance. Independent
media and active citizens are important pillars
of good governance.

3. What is media
Newspaper, TV channels, Radio, and now
Internet based new media all are various
forms of media. Media is plural form of
medium for communication.

4. Why it is important to know about
media
• Functions of media- inform, educate and
entertain people.
• Other major role of media- agenda setting,
formulation of public opinion, propaganda as
well as popularizing and criticizing
government policies.
• As media is fourth pillar of democracy it is at
par with legislative, executive and judiciary.

5. Understanding Media
• Media has become more accessible and powerful with new
media technologies.
• We are bombarded with various information through
various media like paper, TV channels, bill boards, ads on
television and print and digital media technolgoies etc.
which effect us directly or indirectly.
• Mass culture based on consumerism is produced by media
on demand of market, example valentine day, karwa
chauth. Means main stream media is in the service of
market.
• Several fake or manipulative information are also floated
which is hard to identify many times for us. So it is very
important to understand media and how it works.

6. Media Literacy
• Media literacy is not limited only to reading
newspapers, magazines, watching news and
entertainment channels, being active on
facebook, twitter, instagram, whatsapp, online
shopping and using smart media technologies
but it is much more. It also includes the ability
to access, analyze, evaluate, create and using
all forms of communication.

7. Media literacy and it’s need
• To understand media and governance both in a better way
• As media is getting complex and powerful day by day,
understanding media in a better way, maximizing it’s
positive effect and minimizing negative effects is only
possible through media literacy.
• Media literacy makes one critical thinker, problem solver,
personally autonomous. One can acquire social and
communicative skills better through media literacy. These
are also the skills required for active citizens who can
contribute much in good governance. It is common
observation that media literate person can use media
information in a better way and can relate with the
surroundings too.

8. Media literacy and good governance
• Media literacy is like a bridge of communication between good
governance and public.
• There is a correlation between media literacy and good governance.
Holistic approach of development cannot be fulfilled without good
governance and media literate citizens can demand and evaluate
good governance for the betterment of society.
• While Governance is the process of decision making and
implementing them good governance means an effective and
responsive state accountable to their citizens.
• Good governance is the outcome of the work of public sector,
private sector and civil societies.
• According to World Bank “good governance” is a necessary
precondition for development.

9. Characteristics of good governance
• Participation
• Rule of law
• Transparency
• Responsiveness
• Equity and Exclusiveness
• Effectiveness and Efficiency
• and Accountability

10. Need of good governance
• Eradicate corruption, scams, bribery,
monopoly of red tapism, social justice and
execution of public policies on ground level in
reality as well as active participation of citizen.

11. Media and good governance
Role of media is not limited only to
entertainment and dissemination of
information to the society but also to help
society form opinions and make sound
decisions as well as political participation in
the democracy. Media and good governance
are intertwined.

12. Dream of digital India and media
literacy
• In current budget, allocation for the artificial
intelligence has been doubled to fulfill the
dream of DIGITAL INDIA as e-governance is a
stepping stone for good governance. This
shows importance of digitalization to make
the governance process easily accessible to
common man. This dream is possible with the
help of media literacy which will make us
active and participative citizen of India who
will be politically and socially aware.

13. How the dream of digital India could
be fulfilled
• This requires capacity building within the
government and creation of general
awareness about e-governance through media
literacy among the citizens.

14. Types of Government Interaction in e-
governance
• G2G: Government to Government
• G2C: Government to Citizen
• G2B: Government to Business
• G2E: Government to Employee

15. Some E- governance projects
• .FRIENDS: - This project is started by Kerala Government for its citizens to make
online payment of electricity and water bills, revenue taxes, license fees, motor
vehicle taxes, university fees, etc .
• E-SEVA:-Electronic seva by Andhra Pradesh government to pay utility bills, avail of
trade licenses and transact on government matters at these facilities.
• Gyandoot: In Dhar of Madhya Pradesh it is an Intranet-based Government to
citizen (G2c) service delivery initiative in the area of agriculture.
• E-JanSampark:-Services & Information accessible to the common man in his
locality to meet his basic need. This project is started by Chandigarh.
• Prajavani: - it is started by the Government of Andhra Pradesh.it is a Web based
On-line Monitoring of Public Grievances.
• WebPortalsforHyderabadandCyberabadPolice:-It is designed by hyderabad,
developed and hosted with many exciting public utility features like Safety tips for
all citizens, verificatiosn status of Passports, Stolen vehicles etc.

16. Present scenario and need
• At present e- governance and media literacy
both are in nascent stage.
• This is the need of hour to launch campaign
for media literacy and e-governance at par
with polio eradication campaign.

17. References:
• https://academy.gktoday.in/article/good-governance-meaning-and-concept/, 17.12.2017
• The Challenge of Good Governance in India: Need for Innovative Approaches by B.P. Singh
http://workspace.unpan.org/sites/Internet/Documents/Challenges%20for%20Good%20Governanc
e%20in%20India.pdf, 26.12.17
• https://tamayaosbc.wordpress.com/2014/08/21/what-is-governance/, 17.12.2017
• http://dpe.gov.in/sites/default/files/Chapter-1-Overview%20%26%20Profile_Final_0.pdf, 22.12.17
• https://www.lawctopus.com/academike/role-media-democracy-good-governance/, 23.12.17
• http://www.isca.in/IJSS/Archive/v3/i3/8.ISCA-IRJSS-2014-20.pdf, 23.12.17
• http://siteresources.worldbank.org/EXTGOVACC/Resources/CommGAPMediaLit.pdf, 25.12.17
• https://education.alberta.ca/literacy-and-numeracy/literacy/?searchMode=3, 24.12.17
• http://www.cambridgeassessment.org.uk/Images/130433-what-is-literacy-an-investigation-into-
definitions-of-english-as-a-subject-and-the-relationship-between-english-literacy-and-being-
literate-.pdf, 24.12.17
• https://namle.net/publications/media-literacy-definitions/, 23.12.17
• Road voor culturr (RvC) 2003
• Media literacy a national priority for changing world by Elizabeth Thoman and Tessa Jolls
• E-Governance in India: Opportunities and Challenges by Kiran Yadav and Sanatan Tiwari cited from
https://www.ripublication.com/aeee_spl/aeeev4n6spl_21.pdf, 23.12.17

18. Thank You