Notes: Understanding Media | Social Studies & Pedagogy Paper 2 for CTET & TET Exams - CTET & State TET PDF Download

Introduction

Media is an umbrella term which incorporates TV, radio, telephone, Internet, and many more. Media can be understood as a process of communication, which may be two-way or one-way. In this chapter, we will try to understand the term ‘media’ in its comprehensive manner, which influences our everyday experiences. 

Therefore, we can also say that the role of media is to interact with the society. In this sense, media can also be seen as a means for something. Media can influence millions of people at once.

• The media provides strength to democracy and how democracy also provides space to open media are discussed. The combination of media and democracy leads to a good system, which facilitates better standard of living in the society.
• Today, it is very difficult to think about human life without media. Media influences every sphere of our lives. Most information is obtained from the media. It may be print or electronic media. It is important to know that the Internet and such media are recent developments in this filed. It has been hardly 20 years of development of such media. Rapid development of technology is the prime reason for the growth of media. It is evident that we were more inclined to print media and the electronic media became widely prevalent in recent years. It is also important to know that different techniques are used in electronic and print media. Undoubtedly, the electronic media reaches people faster than other kinds of media.
• Media enables to create changes in our thought process. We are able to relate with the world with the help of various kinds of media such as the Internet and television. However, we must aware of the fact that the media affects our lives to a greater extent. It also affects our decisions and our way of life. Media has made this world very small but simultaneously, we should also know that a specific kind of agenda gets promoted through media.

There is an idea in Gestalt psychology—‘what we see is different from what we perceive.’ This simple line has various implications on media, and one of them is what is shown in the media and what we see are not reality. These are created for a purpose and the purpose is only ‘selling’. Although the media itself is not wrong, it is wrongly used. However, it will be very difficult to see system without the media. It is difficult to segregate media from our life, but we need to develop a critical vision about it.

Democracy and Media

Media has a great value in democracy if it is used properly. If the media is unorganised, it can create issues which can never be resolved. Therefore, evolved media would be beneficial and contribute to a successful democracy. Democracy works on the basis of right to expression, and the media provides such space and therefore, has become the fourth pillar of democracy. Through the media, we become aware of the issues and problems prevailing in the society and political system. One may become aware of one’s rights and responsibilities. All these things can only happen when the media is not biased towards any particular ideology and political power.

• The media can organise certain activities to make people participate in a democracy through participating in their programmes. To accomplish this, media has to organise debates, talks, and campaign about various issues. The idea behind such programmes would be to make people aware about such issues and they will be able to analyse the mode of governance so that they make a better choice of electing and rejecting the current party in the future. In this manner, neutral media can work to establish a better democracy.
• Awareness that is spread through media makes people capable to take action against various issues and problems of the society. A collective voice can be raised against such issues. It is important that news must be presented in a balanced manner. Balanced news means that one newspaper or news channel may present one perspective and another news channel may provide a different perspective about any problem or issue; until we read and understand both perspectives, we will not be able to understand the true picture of the situation for analysis.
• However, a fundamental question here is with regard to who can write a free or an unbiased report. Media organisations that work without any pressure of political power will be able to write a free analysis without any bias. What is to be telecasted through the media should be free so that everyone becomes aware about problems.
• It has been established through various ways that democracy is a system of people, by the people, of the people, and for the people. Freedom and democracy are associated with each other. As far as my analysis of democracy is concerned, I feel it is more suitable for a liberal economy. Freedom must be ensued through media. This freedom will also provide the space to review and critically analyse the prevailing system.
• Media can also be seen as a tool between people and the state. It provides information to the people about the decisions taken by government/state/judiciary, and so on. Media work to develop and break opinions. For this purpose, media has to win the confidence of people. This becomes the fundamental requirement to make the media powerful and actually democratic.
• One also needs to be aware that we must use our cognitive ability to interpret the media projection. One should not simply follow what has been shown and presented on media. Such attitude and behaviour will also be against democratic spirit. A critical and aware citizen can understand and use democracy in its actual sense. In the absence of such abilities, democracy will lose its strength. Media need to be seen as a bridge between people and state. Reporting about social issues such as caste, class, gender, homosexuality, child labour, and so on prepare a broad agenda for the future and further discussion and action.
• We know that transparency is important in democracy. How can we work to make the system actually transparent and accountable? Media is a tool, which can work as a tool for transparency. Media should be transparent and not work for petty interests. Media should understand the condition and work for the benefit of the society.
• The media makes people aware of the loopholes of the democracy or how the democratic process is being used. By doing so, it keeps a check on the activities that take place in the name of democracy. People also become aware about the processes adopted by people sitting in power and taking decisions for others.

We must be aware of the fear that we are living in a world where new knowledge is being generated and that knowledge and information reach us through the media. To what extent are we able to critically deal with this information? Does our education system inculcate abilities in us to be critical and reflective? Or are we simply stuck in the web of all kinds of information? Therefore, education becomes another important need for a successful democracy. Media has a great role to play in the promotion of education. It is also important to keep in mind and one must be aware that over coverage of any content may dilute the seriousness of the issue and many also divert the central point of the issue. This may cause disturbance in social lives of people in form of riots and so on. We all need to acknowledge media as the fourth pillar of democracy. Although there are issues with the use of media in a democracy, it is also a fact that appropriate use of media will develop a better democracy, which will serve good for all. We understand that democracy in India facing difficulty but the media can play a significant role to establish successful democracy.

What is to be Advertised and How

Media has to play a great role about what we will be able to know in detail and what we will not be able to know at all. There are various events happening around us but it is also true that the media does not write and show everything. How do the media select what to show and what not to show? There must be some agenda for showing selectively. This agenda must be governed by a liberal economic perspective.

• Important and unimportant news are decided on the basis of saleability. If a college organises a programme and some locally active person who actually works for the community is invited, the media may not give coverage. On the other hand, if some political leader or big industrialist attends the event, the media will cover the event. It is now apparent as to which news become important and which does not.
• The media also presents sensitive issues such as caste, class, gender, and so on. It is aware of the fact that such issues will become the base of their publicity. Here, it does not mean that entire media works in this manner. There must be genuine cases as well. Nevertheless, majority of media houses use these issues to make money and direct monitorial benefits.
• It is not true that media will always work under any political pressure. Sometimes, they present important news related to social concern. Such news include problems of water paucity in some areas, issues of cleanliness, crime, and so on. Therefore, the print media publishes various kinds of information; some are politically governed, some are economically governed; and some are meant for social awareness. However, the actual task of media is to present the true picture of issues.
• Another important aspect of the media is ‘local media.’ Such media deal with local issues and problems which may be not of much interest to everyone. Examples include community radio discusses local issues and shares information with farmers.
• In democracy, various ways media play a very important role in our everyday life and enable people to know of the various actions taken by the government. This awareness is important for planning the agenda for future action. However, as emphasised earlier, the content of a news channel and newspaper is also very important. Therefore, whenever we read or watch any news, we must ask a few questions as follows: What kind of information is delivered? What is the perspective? Why is news given? Why are some perspectives left out? These questions will provide a critical outlook while reading and watching any news.

An example is the Khabar Lahriya, a fortnightly newspaper that is run by eight Dalit women in Chitrakoot district in Uttar Pradesh. Written in the local language, Bundeli, this eight-page newspaper reports on Dalit issues and cases of violence against women and political corruption. The newspaper reaches farmers, shopkeepers, panchayat members, school teachers, and women who have recently learnt to read and write.

Understanding Advertising Critically

We are surrounded by various kinds of media which present different advertisements. These may be related to beauty products, education, movies, furniture, and other aspects of our lives. These may appear good at the first glance and help us decide what to take or buy. Do we also critically analyse what we buy or do we simply get influenced by advertisements? In a liberal economy, everything is saleable and companies use ethical or unethical ways to sell their products. Companies make several claims such as increase in height if one drinks a particular drink, increase in fairness if one uses a particular beauty cream, and so on.

• We must thoughtfully choose the products that we plan to buy. We must ask several questions as follows: What is the use of the product? Do we really need it? Why are such products advertised? How real is the claim done by the company?

At the international level, it is very interesting to know that after 1990, the cosmetic market raised and established itself rapidly in comparison with others. India was seen as a market for such products and continuous winners such as Miss World, Miss Universe, and Miss Asia Pacific pageants belonged to India. Suddenly, there seemed to be an abundance of beauty in India. If we analyse this trend critically, we can see a very clear liberal market strategy, in which, the need was first generated and then the market was launched.

• When we move behind branding, it troubles us. It also creates a social stratification in the society, where the rich wear only brands and other local clothes available in local markets. Generally, branding is done to make differences in various products. Slowly, it became a reason for division in society.

Branding actually came from cattle grazing. Cattle of different owners grazed together in ranches and they often got mixed up. The owners thought of a solution. They started marking their cattle with the owner’s sign by using a heated iron. This was called ‘branding’.

• You must be able to recall the advertisements of ‘Nirma’ and ‘Colgate’. These brand names gradually become synonyms with the products. You will also often hear ‘Nirma lana hai’, but actually we will buy some other brand. The same can be said with Colgate as well. However, there are many brands available that one has to tell the name of the brand when he/she goes to buy anything.
• There are larger ethical issues with advertisements. Although there are guidelines that need to be followed, to what extent are these followed and how have they been manipulated are matter of concern.
• The customer is very confused in a market. After knowing the details of the product, one faces problems in deciding what to buy, and is left with trial and error. The trial and error method fills the pockets of capitalists. Capitalism uses our power of imagination to earn money by branding a product, and makes us imagine that until we do not buy a given product, we cannot live a good life. If we do not serve a particular brand of rice to guests, we are poor in hospitality and begin thinking of buying expensive brands of rice, though there is not much difference among the brands.
• Similarly, many relations such as mother and child, education and child have been used by companies to use people’s emotions to sell products. Some examples are if you use a particular soap for your child, you will be a good mother. Such advertisements simply play with love and emotional attachment between a child and mother. Therefore, we must be wise and critical enough of such advertisements and not follow them blindly.

Companies cleverly use famous actors and actresses to sell their products which gain emotionally attached buyers. People simply feel and show their trust not to the produce but to the presenter. Famous people are used in such ways to sell products.

Media can be a tool for Political and Economic Development

There are various ways by which media can contribute to political and economic development. Economic development is obvious to all but political development means effective and better use of politics in favour of masses. Few such points are disused here.

• Monitoring Government Action and Empowering People about Their Exploitation: This is possible when the media plays a free, fair, and strong role towards issues. This strength will reduce the level of corruption. Corruption will be minimised as people will be having information and information provides voice to the people.
• Strength to Strong Economy to Work towards Stability: The continuous engagement of media with economic issues provides strength to the nation. The economic growth is related to good political coordination. Media can develop good political coordination, which eventually helps to develop better and useful policies to strengthen the economic structure and growth. This coordination also reduces the political risk of deadlock.
• Developing Public Opinion: Media has the power to change public opinion about various issues and therefore, the responsibility of media is crucial. It plays a major role of reforming a society as it contributes in the development of people’s attitude.