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Old Friday, December 06, 2019
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Default Importance of social responsibilities of media

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Importance of social responsibilities of media??
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Old Wednesday, April 22, 2020
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Originally Posted by Ambreen zahra View Post
Please tell me how to find these topics?
Importance of social responsibilities of media??
Media and social responsibility
For a country like Pakistan, it is all the more important
Media is important for any political system. Its importance increases in a democratic political system. It is a relationship of interdependence between the media and democracy. Media flourishes in a democratic system. Once the media begins to function as an autonomous entity, it strengthens democratic and participatory processes and institutions. It has a direct stake in open, competitive democratic political order.
It also serves as an instrument of socialisation of people into societal values, norms, political orientations and historical perspectives.
One major criterion to determine the quality of democracy is the presence of free media that allows the flow of divergent socio-political and cultural ideas and discourses.
Freedom cannot be a license to do anything, or project any perspective the way a media group likes. The media cannot function in a ‘free-for-all’ manner and employ its strategic position and power to communicate in a manner that it causes dissension and conflict in the society, promote highly partisan and negative ideas or becomes a propaganda instrument for a socio-political perspective and a political or religious group. It need not target a section of populace, group or the government for uncalled for and highly personalised negative propaganda.
It has become increasingly important to evaluate media’s performance with reference to the notion of social responsibility because its capacity to influence the society has increased tremendously over the last two decades. Modern communication technology has enabled the media to reach the large number of people quickly through multiple ways, giving it power to shape the disposition of the people and their choices. Further, the proliferation of media has made people more vulnerable to its news, views and entertainment.
In a country like Pakistan where the norms and institutions of democracy are not well-established, media needs to play its role with a lot more caution. A democratic system in transition has a weak capacity for crisis management through political participation, dialogue and accommodation. Therefore, media has to be more restrained in analysing and interpreting news and other information. Any unsubstantiated news and information devoid of editorial caution can be unsettling for nascent democracy.
Pakistan faces the threats of religious extremism, growing violence and terrorism. These threats can make the state system dysfunctional and result in the breakdown of social harmony and stability. The media needs to play a positive role in stemming the tide of these trends in Pakistan. This places an additional responsibility on the media to make sure that its operations do not accentuate these negative trends. Each media group has to use its professional judgment and editorial control to ensure that news, views and other contents are helpful to defusing tensions and promoting religious and cultural tolerance and peaceful resolution of societal conflict. Violence and terrorism and those who engage in these activities should not be glorified. Pakistan’s print and electronic media should learn from the experience of the media in other conflict ridden societies.
The importance of media is going to increase when Pakistan embarks on holding the national and provincial elections. The media should not act as an instrument of a political party during the elections. Rather, it should provide as much news as possible on the activities of all political parties and provide analysis of the election campaign and election manifestos of different political parties. It should also encourage people to exercise their right to vote. An active media can check the fairness of the electoral process and report irregularities, if any.
A number of print and electronic media groups in Pakistan often find it difficult to maintain non-partisan professional orientations. They are carried away by the polarised political environment and cannot get out of a partisan political discourse. These trends reflect weak professional capacity.
Social responsibility and accountability of media can be ensured by four major ways. Firstly, a broad legal framework is provided by the state within which the media operates. However, the state should not micromanage media or interfere in its day-to-day affairs. Recently, the High Courts and the Supreme Court have restrained the media from making critical comments on the judges and the courts. This restriction ignores the fact that the superior judiciary has become the main arena of political contestation for competing political controversies. This leads to critical comments of how the superior courts are dealing with political cases.
Secondly, the most important instruments of accountability of the media are internal control mechanisms to ensure that it meets with the primary obligations of social responsibility. It needs to uphold democratic participatory norms and socio-economic equity and make sure that the standard of quality, credibility and nonpartisanship are maintained for news, information, and political commentaries. For entertainment, quality, variety and aesthetic sensitivities have to be maintained. In this respect, each media group has to address a host of questions and seek balanced solutions on their own.
Thirdly, media can establish collective institutional arrangements for monitoring the media and giving advisories as corrective measures.
Fourthly, voluntary societal groups should monitor TV programmes and newspapers and other publications. If they have reservations on some programming, news and visuals on TV or they take an exception to published contents in newspapers, they can raise the issue with the particular media group. They can also make suggestions for new programmes in public interest.
There is a need to increase knowledge-based programmes on current affairs rather than summoning different drum beaters of different political parties who make highly partisan statements on the TV or engage in shouting contests with each other.
Given the profound impact of the media on the state and society and its role as an important link between the external and internal environments of a state, it has to function within the parameters of social responsibility and it must be accountable to the state and society. The state can create an overall legal framework for all branches of the media. However, micromanagement of media is not the task of the government. The day-to-day media affairs relating to quality, credibility, societal sensitivities and ethics should be left to the media and the society to regulate. The media people are responsible citizens and it is assumed that they all want Pakistan to shape up as a democratic and tolerant society with internal harmony, peace and stability, emphasising constitutionalism, socio-economic justice and societal development.
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(What Is The Medias First Responsibility Media Essay)

Source "UK essays"

Nowadays, the media is playing an important role in our daily life, because with it we can know what is happening in every corner in every minute of the world, and without it we will live in information vacuum. The information that the media provide with us are so wide and diverse, including every aspect of politics, economy and society. And we are surrounded by the media every second. Just for the importance of the media, there are more and more scholars and managers give attention to the topic of media’s responsibilities, especially for its first responsibility. There are two mainly popular opinions about the media’s first responsibility. The one is that as a business, the media’s first responsibility is profit, i.e. to meet the needs of consumers and shareholders, even if at the expense of democracy; the other one, on the contrast to the first one, is that the media’s first responsibility is social responsibility, in other words, is responsible of the audience. This paper will analyze these two representative views and make a comparison between them, and for the first view, it will take the ’cause and effect’ analysis, and for the second view, it will take ‘mirror metaphor’ to discuss.
With the growing of the market-oriented economy, the industry of media is becoming mature, and there are more and more media independent companies emerge. At the same time, it is forming a fierce competition among different media companies, therefore the degree of the media’s commercialization is becoming deeper and deeper, which may lead to a series of problems that is worthy of our common and deep thinking. So there are many people hold opinions that now that the media is a business, its first responsibility should be to meet the needs of consumers and shareholders just like other commercial enterprises. The commercialization of the media may be the most important reason for the above opinion. In the process of commercialization and in its efforts to show a profit, the media are reliant on the same business principles as a company which produces any other commodity, so the goal they set for themselves is also obtaining profit as much as possible. And just for these reasons, the media will try their best to publish more profitable news to increase their profit, even if at the expense of democracy.

The media is an important way of obtaining information for the audience, but if the media over emphasis on the profit, it will result in the skewing of media content towards commercial ends. And it is also clear that the commercialization of the media not only refers objectively the means of it functions in the market economy, but also to some degree, it changes the quality and type of the information that the media provides and the relationship between the media and their consumers and shareholders. Taking a special example, newspaper, an original and common type of media, if it carries commercially, news judgment will be changed, and in order to get profit, maybe the quantity of advertisement in newspaper will rise largely and the advertisers will be the most popular consumers (Picard, 2004, p. 55). Then whatever stories which will not arouse the intended market audience’s attention will be therefore deemed unworthy. So some news, although they are useful, valuable and educational, perhaps they will be driven away by the profitable news at high speed.
There is a popular saying in modern society that ‘the media is a mirror of the reality’, and in fact, so it does. The media is playing a role of mediator connecting us with the reality (Pradipta, 2008), so the mirror metaphor of the media is accurate to some extent (McQuail, 2005, p. 125). For further study, some scholars expand the mirror metaphor of media, for example they use more images to present the intervening role of the media, and these images are a window, a filter or gatekeeper, a forum, a signpost, disseminator, and, interlocutor and so on. Although each image has its own function, their main function is the same to the mirror, whose is reflection of the reality.

Now that the media is the reflection of the reality, two requests must be taken into consideration. The first one is telling the truth, and the second one is keeping the information meaningful (Azeem, 2009). The first requests of telling the truth need the media try all their best to reflect the fact and keep the stories and information which they report are believable. So the media must promise that both the media itself and the information it provides for audience are all trustworthy. Second, the media not only need promise the truthfulness but also keeping the information meaningful. To some degree, the media stands for the images of a country and the public, and influences the ways of thinking and the value view of the audience, so the importance of the media is obvious. And just for these reasons, if the media always publishes some improper ideas and some meaningless and tedious stories for some other purpose, for example commercial profit, the harm it produces will be quite large and maybe this harm will destroy a place’s, even a country’s economic and political development.

According to above analysis, it is clear that although the content of two requests is different, they emphasis the same thing that the media’s first responsibility is social responsibility, in other words, should be responsible of the audience. The social responsibility of the press has developed a theory, which is firstly referred by Robert Hutchins in the University of Chicago in 1947, and from then on more and more people advocate and develop the social responsibility theory (Yana, 2010). So both from the perspective of a mirror of the reality and the social responsibility theory, the media’s first responsibility should be social responsibility and should be responsible of audience (Tsukamoto, 2006).
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