Introduction Mass Media Policies - Class 6 PDF Download

This is the last unit of Block 1. Earlier we had discussed the historical and cultural aspects of Indian society including its communication underpinnings. We also presented the theme of Sadharanikaran and its impact on the communication ethos of Indian society, tracing it down to modem mass media and its utility in the countiy. Further, questions of access to mass media, its availability and the right to seek information, were discussed in detail.
In this unit we shall trace the evolution and growth of the mass media in India with reference to specific policy directions and the recommendations of various Committees and Commissions appointed by the government. We shall also enquire into various commnnication obstacles faced by the masses due to the present mode of functioning of the mass media. In the. next block of this course we shall discuss various aspects of development and its relation with the society. We shall consider the concept of development in Unit 1, development communication in Unit-2, development support communication in agriculture in Unit-3, and development support communication in population, health education and environment in Unit-4.

Communication System

A considerable part of our communication activities take place through the media. Communication technology has equipped us to overcome constraints of distance and time. It enables us to interact with each other without being in ‘face to face’ situations. In addition, mediated communication exposes us to varied experiences and makes us aware of new people, things and events.
In contemporary society, there are communication systems such as the postal and telecommunication agencies, radio and television, news wire services and newspapers, archives and libraries, information and extension services and other organized networks. The Mass Media are a very important component of society.
Their use in a developing country like India is considered most crucial in the challenge to mobilize people for development activities. Therefore, there must be a communication policy, and more specifically a mass media policy in each country. The policy should give direction to the programmes which are channeled through various mass media networks.

Communication Problems

In the above activity, check if you have pointed out the government provision which makes it obligate to telecast one Doordarshan channel on cable TV; and the decision concerning permission to carry advertisements on hitherto taboo subjects of tobacco and liquor products. Both these decisions have a bearing on cable TV policy. In this section, we shall consider the problems related to the installation and maintenance of communication technology and those that come up when one conducts research on any topic in communication. We shall see how the resolution of such problems policy formulation. You have studied about the concept of ‘noise’ in the communication process.
You are aware that it creates problems of miscommunication or even lack of communication. To. minimise the effects of such problems in our social transactions, society has equipped itself with useful tools. In order to communicate better, people have made use of timely inventions. The first 'major invention which helped to cope with communication related problems was language, in both its oral and written forms. Then came special tools and materials for recording messages about material objects, and for transferring these messages from one person to another. Besides, there were ways to convey messages through signals, to communicate across distances. The second major invention was the printing press.
Finally, in a surge of recent inventions, powerful acoustic, optical and electronic communication instruments have been developed within a very short period: We have experienced this extraordinary revolution in communication only for a limited period now. This is the reason why the problems of modern communication are still new and challenging. A communication and mass media policy would have to explore the nature and extent of these problems.

Technology-oriented Problems

The mass media systems may fail to perform their functions when unplanned use of such technology creates problems. For instance communication resources can be concentrated in a few centres alone. The mass media may be misused by the owners to exercise their power, or the media content may be manipulated to give as a result' of the communicators biases. Guided by past experience, all these problems will have to be foreseen and reasonable solutions formulated for a viable communication policy.
If the policy itself becomes outdated in the face of technological developments, it will have to be suitably changed. A mass media policy should contain directions for our media personnel to make correct use of the media technology'. From the installation of equipment to its maintenance and from media ownership to its mode of operation, every decision that is taken should be part of the policy.

Problems of Research

Traditionally, communications research in India has shown a remarkable orientation towards social problems. Studies on propaganda techniques, attitude change, effects of mass media, personal influence, diffusion of innovations, communication and development, flow of information, media uses and gratifications, organizational and management structure of the media, and the economics of communication have been motivated by practical problems faced in society. These studies focus on the need to understand the role of communication in those problems and the desire to apply the knowledge gained from research to solve them. In spite of a great deal of empirical research, no systematic knowledge about the nature, frequency, and origin of communication problems in India is available. However, the situation is beginning to change now.
Dissatisfaction is being expressed at the conventional way of using communication resources, the defining of functions and jurisdictions of the media systems, and the regulation of communication. Demands are being made for improving existing regulations, resource allocation principles, institutional arrangements, and defining the rights and responsibilities of professional communicators, commercial communication organizations, and the bureaucracies. These factors are forcing communications researchers, practitioners, and policy makers to take a fresh look at the nature of communication problems and their relationship with other social problems. A communication policy must give importance to these issues. The policy, in effect, is built on the body of knowledge developed by research.