Power of the press

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The spread of education and general awareness coupled with revolutionary changes in information and communication technologies have made media the most potent means of mass education and mass mobilisation. Media is now being increasingly viewed as the most effective and sought after means of communication. In fact, media now influences all works of our life, personal, social and professional.

Of several functions of human communication, integration of man to his environment is the most important. Mass media undertakes this communication function on a much wider scale involving large, amorphous and heterogeneous audiences. National integration cannot be achieved if empowerment is restricted only to the metros and urban centres. An overwhelming majority of our population still live in villages. However, thanks to satellite technology, modern means of communication are now also available in rural and remote tribal areas.

The effectiveness of the media has to be understood in terms of means of mass communication available to our society, media reach and the impact of media on society. In tangible terms, media scenario basically comprises reach of TV and radio, newspaper circulation, advertising, other print media forms, attempts at social marketing and net newspapers or cyber journalism which cater to media market. Various forms of traditional media which are integrated into our social system are also important. For promoting national integration all forms of media, news as well as non-news, will have to be deployed as part of a well thought-out media strategy.

All media forms are essential means of education on various aspects of life. Yet independent news media – print, electronic or even cyber remains the most important media for its capacity to scrutinise public affairs without fear or favour and hold us accountable to our jobs and ‘responsibilities. Its good health and right attitude is, therefore, very important to us. In the all-important task of national integration, the importance of independent news media cannot be over-emphasised. Leaders of our social renaissance and freedom struggle were fully conscious of the power of the press. They used media to generate awareness among the masses and prepare them to fight for their rights.

The media has a symbiotic relationship with democracy. The two cannot exist without each other. The essentials of democracy are a well-informed citizenry, an equal and effective right of every member of society to participate in state affairs and accountability of all those who are exercising public power and utilising public resources.

Media can perform various functions in promoting national integration. Broadly speaking media can help contribute in three spheres of activity, which will in turn make our society better integrated; three areas are – economic, sociological and political.

In the sphere of economic inputs, media can help people find alternative ways of making a living, which will reduce the pressure on land and raise a family’s economic status. Media can help create, demand for goods and motivate local initiative to meet rising demands. It can also help sensitise people to broaden the entrepreneurial base. Media’s contribution to overall economic development has been fully realised and it has become a self-perpetuating process.

In sociological sphere of activity, media aids in the process of status change from heredity to achievement. To do this, it has successfully motivated the illiterate to become literate in our society. Media can help shift influence from age and traditional status to knowledge and ability and thus reduce the sharp caste and class differences in the society. Media motivates traditional leaders to acquire knowledge and adapt to changes to retain their status. Media helps people find new norms and achieve a balance during a period of rapid change. Media can also help bring about greater equality and a greater respect for human dignity and make cultural and social change an on-going process.

In the political sphere of its activity, media helps in the process of power change from heredity to achievement. It motivates traditional leaders to defend their power by raising their information level and helps masses recognise their importance in the power structure and act as a stimulus to political participation.

Well all of that prove one thing that media has a vital role which cannot be denied at any cost. Keeping this importance in account, some has to take initiative to let people know the significance of this power.