| Non-Rationalised Civics / Political Science NCERT Notes, Solutions and Extra Q & A (Class 6th to 12th) | |||||||||||||||||||||||||||
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Chapter 6 UNDERSTANDING MEDIA
Media And Technology
The media encompasses various communication channels like TV, radio, newspapers, and the internet. Technological advancements, particularly in the last twenty years with the rise of cable TV and widespread internet use, have significantly changed how media operates. These technologies allow media to reach a larger audience and improve the quality of sound and images. Television, for instance, connects us to a global world, bringing news and entertainment from distant places, making the world seem closer.
Media And Money
The media industry requires substantial financial investment due to the cost of technology, studios, equipment, and personnel. To generate revenue, mass media relies heavily on advertising. Companies pay media outlets to promote their products, leading most TV channels and newspapers to be part of big business houses. Advertisements are strategically repeated to encourage consumer purchases, influencing media content and potentially compromising its impartiality.
Media And Democracy
In a democracy, the media plays a critical role by providing information about current events, government actions, and societal issues. This enables citizens to make informed decisions and participate actively in the democratic process. The media also acts as a watchdog, holding the government accountable and facilitating public discourse. For the media to fulfill this role effectively, it is essential for the information it provides to be balanced and reliable, presenting all sides of a story.
Setting Agendas
The media has the significant power to decide which stories to cover and how much attention to give them, thereby influencing public perception and public discourse. By highlighting certain issues and ignoring others, the media "sets the agenda" for what people think about and discuss. For instance, media coverage of alarming pesticide levels in cola drinks, despite government resistance, raised public awareness. Conversely, the media's focus on events like fashion shows while neglecting issues like slum demolitions demonstrates how agenda-setting can shape public priorities and awareness.
Local Media
While national media often focuses on major events, local media plays a crucial role in addressing issues relevant to specific communities. Local newspapers, radio stations, and community media initiatives provide platforms for discussing local concerns, such as the price of crops for farmers or the living conditions of marginalized communities. These initiatives help empower local populations by giving them a voice and enabling them to access information tailored to their needs.
Social Advertising
Social advertisements, produced by government agencies or private organizations, aim to convey important societal messages. These advertisements raise public awareness about issues like road safety, health practices (e.g., preventing diseases like diarrhoea or malaria), environmental concerns, and the importance of fundamental rights. They serve as a tool for public education and promoting positive social change.