Date post: | 13-Aug-2015 |
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The Media Society Inter Relationship:Media draws its basic nutrients from
the society to produce its contents To survive, media gets its audience
from society.Society uses media for educating and
informing its individualsSociety uses media to bridge the
communication gap between different
social groups.Both need a harmonious interrelation
for their co existence. A democratic
society considers media as the fourth
pillar of the state.
Responsibilities Of Media As a Social Institution:
Media as a social institution should
work like the voice of voiceless It should bridge the communication
gap between people of different
sections of societyIt should bring the demands of down
trodden people to the mainstream of
societyIt should play an active role in policy
formulation and their execution. It should work like the watchdog of
society
Media’s Responsibilities Towards
Society :
American Press Commission In its report
suggests following responsibilities of
media towards societyThe content of media should reflect truth, accuracy, objectivity and balance.It should be self-regulating within the framework of law and established institutions. It should avoid whatever might lead to crime, violence or civil disorder or give offense to minority groups.As a whole it should be pluralist and reflect the diversity of its society and Journalists and media professionals should be accountable to society as well as to employers and the market.
Realities of Media as an Industry :
To satisfy the financial needs in a
competitive market media has started
promoting unethical contents.It has started serving advertisers
interest more than the interest of
common man.It has started sticking to power corridor
JournalismPage-3 Journalism and other
inflammable contents have started
gaining prominence.Ad-Manager’s role has become more
important than the role of News editor
Realities of News Room:
To explain the realities of News Room
American Thinkers like Edward Herman
and Noam Chomsky focuses on following
five factors:
Size, Ownership, and Profit
Orientation The Advertising License to Do
Business Sourcing Mass Media NewsFlak and the EnforcersAnti-Communism or fear
The Need of Line of Control Dominance of commercial exactions over
social expectations have created an
alarming situationThe word self regulation has started
becoming a joke.Paid news and other evils have gone
widespread but are ignored Misuse of Freedom of press has started
increasing and the watchdog has started
becoming greedy for bonesMedia freedom means freedom with
responsibility.
Guide Lines of Press Council of India:
Provocative and sensational headlines should
be avoidedHeadings must reflect and justify the matter
under themHeadlines containing allegations made in
statements must identify the person making
allegationsComments or valuable judgements should not
be motivated or guided by partisan feelingsLanguage employed in writing the news
should be temperateCorrections should be promptly published
with due prominence and regrets expressed in
serious cases
Suggestions:
As a social Institution media should
not forget its responsibilities towards
societyAs an industry it also has certain
social obligationsAs it is the watchdog of society It
should always try to keep the trust of
peopleEven as an industry people’s trust is
the basic requirement for its survivalThere is a need of change in attitude.