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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
