Class 7 Civics Chapter 6 Notes - Understanding Media

Understanding Media

Media collectively refers to the radio, TV, newspapers, Internet, and other communication forms. Media encompasses various communication channels, ranging from telephones to television news broadcasts. Since they reach millions of people across the world they are called mass media. 

• Media is the plural form of the word 'medium' and encompasses various means of societal communication.
• Mass Media: TV, radio, and newspapers constitute mass media, reaching millions globally, thus influencing daily lives.

Different forms of media

Media and Technology 

Media and technology have become an integral part of our daily lives, significantly shaping the way we perceive and interact with the world. Although it might be hard to imagine life without them, modern media forms like cable TV and the internet are relatively new, having been around for less than twenty years.

Let's take a closer look at how media and technology have evolved and their impact on our lives. 

Media and Technology

• Evolution of Media and Technology: Newspapers, often referred to as print media, are produced using printing technology. This traditional form of media has been a primary source of information for many years. Television and radio, known as electronic media, utilize electronic technologies to reach a vast audience. These forms of media have revolutionized the way information is disseminated.
• Impact of Technological Advancements: Technological advancements have enabled media to reach a larger audience with enhanced quality. For instance, television broadcasts are now clearer and more accessible, thanks to improvements in picture and sound quality. Television, in particular, has played a crucial role in connecting people globally. Through the use of satellites and cables, TV images can travel long distances, allowing viewers to access news and shows from different parts of the world.
• The Role of Media in Our Lives: As technology evolves, so does the way we think about our lives. Television has become a significant part of our daily routine, influencing our thoughts and perspectives. By enabling us to view events from across the globe, television has made the world feel smaller and more interconnected. It allows us to experience global events in real time, fostering a sense of unity among people.

Media and Money 

The equipment and technology required for mass media, including TV studios, can be very costly. This is because they need various expensive items such as lights, cameras, sound recorders, and transmission satellites. Additionally, as technology continually evolves, media companies must frequently update their equipment, leading to ongoing expenses for the latest advancements.

Media and Money

• Professionals Behind the Scenes: Beyond the newsreader, numerous other professionals are involved in the production of a broadcast. These include Camera Technicians who are responsible for capturing the visuals & Lighting Technicians who Ensure proper lighting for clear and high-quality images. All these professionals need to be compensated for their work, contributing to the overall cost of producing media content.
• Ownership of Media Outlets: Due to the high costs involved in producing and maintaining mass media, most media outlets are owned by large corporations. These corporations have the financial capacity to invest in the necessary technology and personnel.
• Revenue Generation Through Advertising: Mass media constantly seeks ways to generate revenue, with advertising being one of the primary methods. Advertisers promote various products such as cars, chocolates, clothes, and phones during television broadcasts.
  TV Shows: Ads often appear during breaks in your favorite TV shows. 
  Sports Events: For example, during a cricket match, the same ads are played repeatedly between overs. The repetition of ads is a strategy used by advertisers to persuade viewers to purchase the products they are promoting.

Media and Democracy

In a democracy, the media plays a crucial role in keeping citizens informed about national and global events. It helps people understand the workings of the government and provides the necessary information to participate in civic activities, such as:

• Writing to officials
• Organizing or participating in protests

• The Need for Balanced Reporting: For a democracy to function effectively, the media must provide a fair and balanced portrayal of events. For instance, consider a protest against pollution from factories: One newspaper might portray the protesters as troublemakers & another might depict them as defenders of their jobs. A balanced report would present all sides of the story, allowing readers to form their own opinions.
• Challenges to Media Independence: To produce balanced reporting, media must operate independently; however, this independence is often compromised by government censorship, as seen during the Emergency period in India (1975-1977), and the influence of big business, where media outlets' reliance on advertising revenue can lead to biased reporting by large corporations aiming to avoid displeasing advertisers.
• Media Bias and Focus: Even in the absence of direct censorship, media coverage can still be skewed due to factors such as ownership influence and selective reporting. Ownership influence occurs when media companies, particularly those owned by large corporations, prioritize stories that align with their own interests. Selective reporting happens when media outlets emphasize specific aspects of a story to attract attention or promote a particular viewpoint.

Setting Agendas

The media plays a crucial role in determining which stories are considered significant or "newsworthy." By choosing what to highlight and share with the public, the media influences public perception and prioritizes certain issues over others.

Setting the Agenda: selectivity in coverage

• Selectivity in Coverage: A school's annual function might receive little attention unless a notable figure, such as a famous actor, is involved. This phenomenon is known as the media 'setting the agenda,' where the media's selectivity shapes which events gain prominence. One recent example is Media coverage of high pesticide levels in cola drinks, despite governmental resistance, underscored the need for strict monitoring according to international standards.
• Local Media Initiatives: Local groups have established their own media platforms to address concerns like crop prices, farmer advice, and local challenges, given the mainstream media's limited focus on these issues. A notable example is Khabar Lahriya, a fortnightly newspaper run by eight Dalit women in Uttar Pradesh. It focuses on Dalit issues, violence against women, and political corruption in the Bundeli language, reaching a diverse audience including farmers, shopkeepers, and newly literate women.
  Khabar leheriya
• Impact of Media Bias on Public Perception: Local media initiatives aim to address overlooked issues such as crop prices and local challenges. However, media bias can lead to a focus on glamorous events, like Fashion Week, at the expense of critical issues, such as slum demolitions. This bias can overshadow significant but less sensational topics, as seen in the inadequate coverage of the drinking water crisis, which affects thousands annually due to unsafe water. 

Some Important Keys

• Media: The word ‘media’ refers to all means of communication, everything ranging from a phone call to the news on television.
• Public protest: When people collectively state their opposition to some issue by organizing a rally, starting a signature campaign, etc., it is known as a public protest.
• Balanced report: A balanced report is one that discusses all points of view of a particular story and then leaves it to the leaders to make up their minds.
• Censorship: The government has the power to disallow media from publishing or showing certain stories. This means that the government can censor the media.
• Broadcast: A TV or radio programme that is widely transmitted.
• Setting Agenda: One of the important functions of media is that it decides what stories should be focused on and thus decides on what is newsworthy. This is often said that the media sets the agenda.
• Local Media: It deals with small issues that involve ordinary people and their daily lives. It publishes news of local importance.