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Communication for Social DevelopmentPolitics of Development Communication

CMS Presentation

At

CMS Symbols, University of Hyderabad, Andhra Pradesh

November 1 - 3, 2007

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Social Development–A Communication Perspective

Development is more often measured by “popularity” and market indicators - not by attitude &

behaviour

Development Communication is quite often limited to awareness, “campaigns”, reach, access

No process view or concern for effects; Showcasing is the priority, not sustaining

aspects

Behaviour change is advocated more with monetary incentive or media coverage and VIP

lead, top-down oriented, and more to “influence”

Extension services/ network of field functionaries is not specifically skilled or oriented and

linked

Development Communication is more mass media centric, with hardly any research support –

pre or post

So much effort, resources, discourse in the name of development, with no commensurate

outcome

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Media & Myths

As development communication is media centric and since media sets the public

agenda, we need to understand its role, stature

Growth, is not ‘expansion” without equity – 1/3 continues to be outside mass

media

Selling brands, is the priority, not social change– complicity with powers

Media no longer social institution, they are corporates & conglomerates

What instantly interests & what is in the long term interest of people is not

differentiated

As rich are becoming richer…already informed are the ones informed more

Has the boom helped social development?. What efforts are being made?

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Paradigm shift is power shift

Not viability but profitability goal; not service to consumer, but

“product” view

No longer subscriber driven, but advertising

No longer journalist or editor driven, but of manager to maximize

profit

Concern is not so much citizen and community, but consumer &

market

Distinction is blurred between news, views and ads; and news &

entertainment

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“New gatekeepers”….Best allies

Who sets the priorities and preoccupation of media; key players of

complicity

Advertisers & Ad. agencies

Market Researchers & Media Researchers

Media planners and media audit firms

Public relation corporations

They work in tandom, serve each others interests and together of market

Their agenda is common; civil society matters so little

No regulator; no healthy competition

Mass Media

Ad

MR PR

Space/TimeBuyer

New Gatekeepers. Shift in the Paradigm is too ObviousWho sets the priorities?

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Effects, anyone concerned?

Has Power of media increased in the context of social development?

Impressive on “markets”, not so much on “society” - are they same?

“Positive” effect on markets, more often negative on society

And, less where it involves attitudinal and value changes

Scare & scandals have more pull power; common denominator

approach

Imitation effect, mimicrying, copycat tendency of media…implications

Awareness more, behavioural change less

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Emerging trends… not pro-social development

Monopolizing - a threat; conflict of interests… sustaining mass

markets…

Cross media interests – 30 to 12 to 8 control of 85%

Conglomerates, big becoming bigger and global & centralized

In the name of choice and despite competition, more of the same,

whither plurality?

Benchmarks, yardsticks are of brand promotion & for market

Individual life style rather than community or equity is the concern

Increase in quid..pro-outlook of media, no transparency in the process

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Missing link ….critical one, research

It is more media and advertising research, hardly any communication

“Reach”, “exposure”, “access”, PR are the concerns, not change or

impact

Mostly sponsored & supportive, not independent or neutral research

Sender dominated research, not process based; “influence” is the concern

Newer technologies, new regulatory environment calls for longitudinal and

effects studies

Academic back up lacking with concern for basics, research skills and

innovation; corporate PR & ad priority; no interdisciplinary nature

Research is limited to “instant viewership” or “masthead exposure” and that is

pushed as yardstick

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The Way Forward Independent research as a means for correctives and advocacy and action; time

series studies with design for effects

Sesitising social networks – with analysis, perspectives, implications, alternatives/

options.

Linkages – between benchmarks, priorities and outcomes; new technologies

Education with concerns and strategies – to come up with effective ways and

means of sensitizing, academics as a proactive route, linkage with formal education

Activising citizens, communities and civil society groups with analysis, implications

Participative research, empowering and enabling people for information equity

Interactive and decentralized media for a supplementary and supportive role

Significance of symposia and professional meets, independent ones like this

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SOCIAL DEVELOPMENT : Not a Concern of TV News Bulletins

4.0

1.0

0.4

1.1

0.7

0.3

0.4

2.0

0.50.1

0.20.40.4

1.2

0.7

0.1 0.10.3 0.00.00.0

0.100.00.00.40.3

0.5

0.4

0.4

0.8 0.80.70.70.70.60.70.6

0.3

1.5

0.70.9

0

1

2

3

4

Oct Nov Dec Mar Apr May Mar Apr May Mar Apr May Mar Apr May

Oct 03 - May 07

% o

f S

tori

es

Source : CMS Media Lab

Environment

Development

Health

2003 2004 2005 2006 2007

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International & Rural Coverage : TV NewsRural Hardly matters?

3

02

01 1 1

5

2 24 5

19

8

1412

5

119

21

13

0

5

10

15

20

25

SaharaSamay

Aaj Tak NDTV India Star News Zee News DD News Over all

August 2007

% o

f S

tori

es

Rural India International Affairs International Origin Source: CMS Media Lab

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EMERGING SCENE OF CROSS MEDIA INTERESTS: 2005Media House Media already in prominently

Sun TV Newspaper, DTH, Cable, Radio, Magazines, TV

Zee TV Cable TV, Films, Newspaper, TV, DTH

Star TV Radio,, Cable TV, TV, DTH, Newspapers

Eenadu Films, TV, Newspaper, Magazines, Studio

India Today Radio, TV News, Magazines, Music,

Times of India Radio, TV, Net, Newspapers, Music,

Bhaskar Cable TV, TV, Newspaper

A B Patrika TV News, Newspapers, DTH

Dainik Jagran TV, Radio, Newspaper

Dina Thanthi TV, Radio, Cable TV, Newspaper, Magazines

Mid-Day Radio, TV, Newspaper

Source: CMS Media Lab

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STATES WITH ONE OR TWO DOMINANT NEWSPAPERS (2005)

(Percentage)

State Newspaper Share in the total circulation of dailies in the

state

Share in the total readership of dailies in the

state

A.P. Eenadu 55 92

Punjab Punjab Kesari 37 50

Kerala Malayala Manorama 42 63

Mathrubhumi 31 54

Tamil Nadu Dina Thanthi 18 66

West Bengal A B Patrika 24 45

Gujarat Gujarat Samachar 38 58

Sandesh 30 47

Rajasthan Rajasthan Patrika 34 50

Karnataka Prajavani 26 57

Source: ABC, IRS with CMS analysis

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Foreign Direct Investment (FDI) Allowed into Media(Dec 2005)

Media Percent of FDI

Technical Journals 100

Films 100

Advertising 100

Market Research 100

Public Relations 100

Printing Plants 100

TV-Non News 100

ISP 100

Telecom 74

TV News 26 +

Cable TV 26 – 49

Newspapers 26 +

Radio-FM 20 +

DTH 20 +

Up linking- non- News 100

Up linking – News 26 +

Additionally investment allowed from abroad includes from NRI’s and Institutional.

Source: Compiled by CMS Media Lab

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“Research is not an end in itself, rather it is a means for change, the betterment of society and to promote equity among people.”

THANK YOU