The theory of social responsibility which came out of this commission was backed by certain principles which included media ownership is a public trust and media has certain obligations to 2 society; news media should be fair, objective, relevant and truthful; there should be freedom of the press but there is also a need for self regulation; it should adhere to the professional code of conduct and ethics and government may have a role to play if under certain circumstances public interest is hampered McQuil, Democracy, Media and the Public Sphere.
Informing the citizens about the developments in the society and helping them to make informed choices, media make democracy to function in its true spirit.
It also keeps the elected representatives accountable to those who elected them by highlighting whether they have fulfilled their wishes for which they were elected and whether they have stuck to their oaths of office. Media to operate in an ideal democratic framework needs to be free from governmental and private control.
It needs to have complete editorial independence to pursue public interests. There is also the necessity to create platforms for diverse mediums and credible voices for democracy to thrive Parceiro, It has already been discussed that media has been regarded as the fourth estate in democracy. Democracy provides the space for alternative ideas to debate and arrive at conclusions for the betterment of society. The publicly agreed norms are weighed over that of actions on the part of economic organizations and political institutions Barnett, This is close in essence to the concept of public sphere where rational public debate and discourse is given importance.
Individuals can freely discuss issues of common concern Tsekeris, Media plays one of the crucial roles behind the formation of public sphere Panikkar, However, Barnett is of the opinion that in modern times the true sense of public sphere is getting eroded with the media of public debate getting transformed to mediums for expressing particular interests rather than general interests which are universally accepted. This signifies that public sphere which is essential for a vibrant democracy can actually be channelized to serve vested interests rather than public good.
Media and Indian Democracy The political system in India is close in spirit to the model of liberal democracy. In the constitution of India the power of the legislature, executive and judiciary have been thoroughly demarcated. The party system in operation is a competitive one with flexibility of roles of 3 government and opposition. There is also freedom of the press, of criticism and of assembly Pelinka Indian democracy has always attracted attention worldwide and has made scholars to ponder over the secret of its success amidst considerable odds.
In India diversity is almost everywhere and it is not a developed nation. The problems of poverty and inequality in distribution of income have been constant irritants. Nevertheless, till today democracy has survived in the country. The role of media in India, the largest democracy of the world is different from merely disseminating information and entertainment.
Educating the masses for their social upliftment needs to be in its ambit as well. In a country where there is large scale poverty, unemployment and underdevelopment media has a responsibility towards. However, public opinion can be manipulated by vested interests to serve their own goals Corneo, Media can conceal facts and project doctored ideas to influence the electorate and thereby the voting outcome.
Values like objectivity and truthfulness in presentation of news and ideas can be totally done away with. In India public service broadcasting was given much importance after independence. It was used as a weapon of social change. AIR All India Radio and Doordarshan, the public service broadcasters in the country had the responsibility of providing educational programs apart from information and entertainment.
However, it needs to be taken note of that the public service broadcasting system in the country was closely identified with the state. A monopolistic media structure under state control has the threat of becoming the mouthpiece of the ruling elite.
The scenario was bound to change with the opening up of Indian economy in a bid to integrate with the global system. It signalled the emergence of a competitive market in the field of media with public service broadcasters getting challenges from private entities.
This, however, had the seeds of a new problem of ownership. Ownership pattern of media across the globe and in India is a cause for concern. There are big corporate houses who own newspapers and television networks. A higher concentration of ownership increases the risk of captured media Corneo, Media independence in such a scenario gives way to safeguarding the interest of the owners who may not serve social responsibilities.
The space for plurality of ideas is eroded sending ominous signals for democracy. Bogart opines that in many democratic countries media ownership has 4 reached dangerous levels of concentration. Transnational powerful media organizations are in operation in India post liberalisation.
These are big multinational corporations who own a chunk of the mass media market ranging from newspapers, television, radio, book publishing to music industry. Therefore, across mass media options have opened up for availability of transnational homogeneous content. The growth of media conglomerates and their powerful presence has raised fears of manipulation of ideas by a powerful few detrimental to the democratic fabric.
The corporate giants have also engaged in severe competition among themselves dishing out news and content which is primarily dominated by sensationalization, sleaze and glitz to capture wider markets. The disturbing trend that has emerged in the present media scenario is the use of media in the battle between rival political groups Coronel, In fact, this new phenomenon is in operation in India with newspapers and news channels taking sides while presenting facts.
The same event can be presented in two contrasting manners in two newspapers or two television channels. Coronel argues that promotion of hate speech in place of constructive debate and creating an atmosphere of suspicion rather than social trust has the danger of making people cynic about the democratic setup leading to its breakdown. The media as a watchdog of the democratic system has unearthed its various shortcomings. Investigative reporting in print and television media has helped in exposing large scale corruptions which have robbed the nation.
Across newspapers and television channels voices have been raised when the bureaucracy, judiciary or other public functionary have crossed the laxman rekha. There have also been initiatives to promote community media for the citizens to air their concerns. This is a significant leap towards alternative media usage which is distant from the dominant structure. Here the importance lies more in participatory communication right from the grassroots rather than communication which flows top down.
Various television channels have also given the space for ordinary citizens to air their views in the form of citizen journalists thereby promoting democratic participation. Newspapers have educated the masses by informing them of the developments in the field of science and technology.
They have also expressed strong views against prejudices which harm the society. Much developmental news has also been aired through the medium of radio. Today, it is possible for a teenager in India to get in touch with and learn about the customs and nuances of the Icelandic culture through social media platforms. There are videos on the internet that deal with every conceivable aspect of every conceivable culture, and it is all there for the entire world to view and learn.
Every time something momentous occurs, Facebook and Twitter are sent aflutter with comment pouring in from concerned parties. This can have a great impact on political decisions and marketing campaigns. Whether it be expressing your thoughts in support or protest, or a call to action, social media is the perfect platform in modern times. All businesses have a Facebook page, a YouTube channel, and a Twitter handle, and for good reason too.
With millions of people already using the sites, and several thousand joining every day, you will be hard put to find another platform ensuring such constant and diverse viewership. These accounts are a great way of letting people know what you have to offer and what exciting plans you have for the future. Advertisements in these social media platforms are more likely to be viewed and clicked upon, and your reach can be global. Social media is not just for the benefit of the business organizations, but for the customers too.
Consumers are free to post queries and opinions on these pages that are right there for the rest of the world to see. One negative review by a consumer can spell serious consequences for the company, which prompts the organizations to do their best to ensure that no such occasion arises in the first place. Net result is better performance by the oganisation and better experience for the customer.
Like it or not, social media is here to stay. Maybe not as we know it today, but it will continue to be a part of the human existence for many years to come. Our best bet would be to filter the good from the bad, and work with its many benefits. It changed the way people communicate with each other and also in building contact with people so unknown to us. This was not possible earlier, only with the advancement of Social Media did people were given a chance to explore the world outside their well, and share their opinions in public.
Day by day the number of social media is increasing tremendously. Some stay with their stamp pressed while others just pass out like a wind. It plays a very significant role in personal, social, professional, and marketing sectors.
Facebook changed the way we interact with our friends and family. It set a revolution, by which the whole world looked so close to our fingertips. It just brought people far away close together. One can connect with their friends and family so easily and share their life with them on a daily basis. Instead of sending the photos through email to your family and friends, just sharing it in social media was very much easier and has more fun.
The comments and likes make your sharing valuable and make you and them feel happy. It is just not photos; you can share anything and everything on this platform like posts, news feeds, etc. Like Facebook, other social media like Twitter helps in building a new relationship within your circle and to know more about any new friends or followers you make.
For a success of a business venture, it is required to have a good marketing and quality. Earlier, the marketing sector was depending on newspapers, televisions, direct marketing and word-to-word marketing.
But, today apart from all these, Social media marketing is a requirement for a business venture to succeed. The media like Facebook is a perfect platform for advertising your business. People can see what is going on with your venture and share and like your page which in turn gains more popularity. You can post about your new releases and updates about your company and attract people with an excellent post and page. Twitter is another important way to connect with people to expand your sector.
You can also connect with people who share similar views using hashtags and thus gain popularity. Another useful media is Instagram where you can post photos and tags to get the attention of your customers and also new customers.
With the advent of social media, now it is much easier to search for a job or for a company to search for a right candidate.
The media in the advanced society should perform a noble mission of enlightening people and discourage sectarian, communal and divisive trends. Related Articles: Essay On The Role .
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