Role of Media in Governance

Dr. Mrinal ChatterjeeProfessor

Indian Institute of Mass Communication,Sanchar Marg, Dhenkanal 759 001, Orissa

This was 2005 theme for the UNESCO World Press Freedom

Day.

What is media?Media is a umbrella term, which covers several medium- print, television, radio, internet, etc.Content wise Media can cover news, entertainment and education.

Which media are we talking about?

Here, we are primarily talking about news-media in print, television, radio, internet and new media format.We’ll also include alternative and social media

Why?Because media is important

It influences people at the grass roots as well as decision makers

Can media influence?Watch the following cartoon…

Media works, becauseIt enjoys credibility, built over years of faith and trustIt is perceived to be

TruthfulUnbiasedKnowledgeableHaving basic humane valuesHaving a moral universeHaving social responsibility

More reasons, why media is important

It informsIt acts as a platformIt forms opinionIt shapes perceptionsIt reinforces beliefIt influences people at the grass roots as well as decision makersIt prompts actionIt can act as a catalyst in a change processIt can inflict serious damage on the reputation of a company/individual

“In the present Indian context, media plays an

important role in the exertion of power and

distribution of values”.

“Media affects the overall quality of public life and

also shapes people’s engagement in the specific policy decisions in the Indian

democracy”.

Please note that media in India is not

a homogeneous entity

There are at least 3 major media traditions in modern

India

Diverse, pluralistic and relatively independent pressState-controlled radio and televisionMedia outfits of various subaltern groups and their organizations

What is Governance?Govern (v): Control with authorityConduct policy and affairs of a country or organizationDetermine course of actionKeep under control

Why should media play a role in governance?

In democracy governance needs willingness of the people to be governed.That willingness stems from the feeling that it is for their goodFor that feeling information is essentialMedia can provide information, shape perception and influence.It has a stake in doing this. Its survival as an independent entity depend on this.It is also its source of power.

What roles media can play in governance?

Media as a WatchdogMedia as an InformerMedia as a PlatformMedia as an EnablerMedia as a Public sphere

Watch this scene…

Roles media can play in governance

Media as a WatchdogIt is said that sunshine is the best disinfectant. That somebody is watching me- is the best deterrent to lot of social maladies like corruption

Roles media can play in governance

Media as an InformerDemocracy implies participative governance, and it is media that informs people about various problems of society, which makes those wielding power on their behalf answerable to them.

Roles media can play in governance

Media as a platformPeople can participate in governanceAir their grievances

Roles media can play in governance

Media as an EnablerMedia increases people’s access to information. Information that brings them power and prosperity.

consumption and Development: Kerala and Bihar

Roles media can play in governance

Media as a Public spherePeople can air and share their ideas.Issues can be discussed.

Socially responsible journalism is a struggle to gain public space within the private sphere.

How can Media play its role in governance effectively

Media should be PositiveProactiveInformed

Media alone cannot credibly consolidate democracy and ensure good governance, and must be supported by

legislative and judiciary institutions.

What can be done to help Media play its role in

governance

Consider Media as an allyProvide information for disseminationDon’t try to hide/mislead

Articles you can read…http://www.comminit.com/en/node/267884/348

Books you can refer..Bland Michael, The Art and Science of Public Relations: Effective Media Relations: How to get results, Vol-1, Crest Publishing House, New Delhi.Treadwell Donald F. Public Relations Writing: Principles in Practice, Sage Publications, LondonShrivastava K.M., Public Relations in the Digital Era, Pilgrims Publishing, Varanasi

Surf the following sites for more info.

www.positivemedia.com.au www.unicef.org/sowc03/childrenskit/pdf/media-tips-eng.pdf http://www.spreadthenewspr.comhttp://www.newtactics.org/en/announcements/engaging-media-human-rights#comment-736

Thank You.

I’ll be grateful for your feedback.

mrinalchatterjee@ymail.com06762 225975, 224274