Commentary

Global Media Journal Indian Edition/ Summer Issue / June 2011

SOCIAL RESPONSIBILITY OF MEDIA AND INDIAN DEMOCRACY
Soumya Dutta

UGC Junior Research Fellow
Department of Mass Communication
University of Burdwan, West Benal , !ndia
We"site# http#$$www%"uruniv%ac%in
&mail# soumyadutta%dutta'mail%com
Abstract: The role of media in a democratic system has been widely debated. India has the largest
democracy in the world and media has a powerful presence in the country. In recent times Indian media
has been subject to a lot of criticism for the manner in which they have disregarded their obligation to
social responsibility. Dangerous business practices in the field of media have affected the fabric of Indian
democracy. Big industrial conglomerates in the business of media have threatened the existence of
pluralistic viewpoints. Post liberalisation, transnational media organisations have spread their wings in
the Indian maret with their own global interests. This has happened at the cost of an Indian media which
was initially thought to be an agent of ushering in social change through developmental programs
directed at the non privileged and marginalised sections of the society. Though media has at times
successfully played the role of a watchdog of the government functionaries and has also aided in
participatory communication, a lot still needs to be done.
Keyords! media, social responsibility, democracy, Indian media, Indian democracy, public sphere
Introduction
Democracy in eneral terms is understood to "e a form of overnment which is su"(ect to
popular sovereinty% !t is essentially a rule "y the people which is in contrast to monarchies or
aristocracies% )ne of the crowin lories of the democratic system is the freedom of e*pression
and the space that is provided to views from different sections of the society% + democratic
system can run to its utmost potential when there is wide participation on the part the eneral
mass which is not possi"le without people ettin informed a"out various issues% Relia"le
,
information resources are an important constituent of any democratic society -.a"ermas, /0012%
3his is where media steps in%
Mass media in its different forms have influenced human life in the present century% 3hey have
primarily provided information and entertainment to people across countries% 4rint media, "ein
the leader over a considera"le period of time has now ot competition from 3elevision, which is
reshapin many of the social responses% Radio apart from providin news and views has also
developed a flair for entertainment, there"y ettin a lot of acceptance% 3here is also the new
media with internet "ein its fla "earer% !nternet has indeed made it possi"le to disseminate
information and ideas in real time across the lo"e% .owever, amon all these developments
there is a cause of concern% !s media really fulfillin its social responsi"ility5 !s a "oomin lo"al
mass media posin threats to the democratic way of thin6in5 !n it posin challenes to a
country li6e !ndia where media has a reater role to play rather than merely providin
information and entertainment5
Media and Social Resonsi!ility" T#e Normati$e Ar%ument
3he normative view of the press arues that the conduct of the media has to ta6e into account
pu"lic interests% 3he main pu"lic interest criterions that the media need to consider include
freedom of pu"lication, plurality in media ownership, diversity in information, culture and
opinion, support for the democratic political system, support for pu"lic order and security of the
state, universal reach, 7uality of information and culture disseminated to the pu"lic, respect for
human rihts and avoidin harm to individuals and the society -Mc8uil, /0092%
3he social responsi"ilities e*pected from media in the pu"lic sphere were deeply rounded with
the acceptance of media as the fourth estate, a term coined "y &dmund Bur6e in &nland% With
the formation of the ,:;< Commission on the Freedom of the 4ress the social responsi"ility of
media "ecame a stron de"atin point% !t was formed in the wa6e of rampant commerciali=ation
and sensationalism in the +merican press and its danerous trend towards monopolistic
practices% 3he report of the .utchins Commission, as it was called, was path "rea6in on its ta6e
on social responsi"ility and the e*pected (ournalistic standards on the part of the press% 3he
theory of social responsi"ility which came out of this commission was "ac6ed "y certain
principles which included media ownership is a pu"lic trust and media has certain o"liations to
/
society> news media should "e fair, o"(ective, relevant and truthful> there should "e freedom of
the press "ut there is also a need for self reulation> it should adhere to the professional code of
conduct and ethics and overnment may have a role to play if under certain circumstances pu"lic
interest is hampered -Mc8uil, /0092%
Democracy& Media and t#e Pu!lic S#ere
!nformin the citi=ens a"out the developments in the society and helpin them to ma6e informed
choices, media ma6e democracy to function in its true spirit% !t also 6eeps the elected
representatives accounta"le to those who elected them "y hihlihtin whether they have
fulfilled their wishes for which they were elected and whether they have stuc6 to their oaths of
office% Media to operate in an ideal democratic framewor6 needs to "e free from overnmental
and private control% !t needs to have complete editorial independence to pursue pu"lic interests%
3here is also the necessity to create platforms for diverse mediums and credi"le voices for
democracy to thrive -4arceiro, ,:::2%

!t has already "een discussed that media has "een rearded
as the fourth estate in democracy% Democracy provides the space for alternative ideas to de"ate
and arrive at conclusions for the "etterment of society% 3he pu"licly areed norms are weihed
over that of actions on the part of economic orani=ations and political institutions -Barnett,
/00;2% 3his is close in essence to the concept of pu"lic sphere where rational pu"lic de"ate and
discourse is iven importance% !ndividuals can freely discuss issues of common concern
-3se6eris, /00?2% Media plays one of the crucial roles "ehind the formation of pu"lic sphere
-4ani66ar, /00;2% .owever, Barnett is of the opinion that in modern times the true sense of
pu"lic sphere is ettin eroded with the media of pu"lic de"ate ettin transformed to mediums
for e*pressin particular interests rather than eneral interests which are universally accepted%
3his sinifies that pu"lic sphere which is essential for a vi"rant democracy can actually "e
channeli=ed to serve vested interests rather than pu"lic ood%
Media and Indian Democracy
3he political system in !ndia is close in spirit to the model of li"eral democracy% !n the
constitution of !ndia the power of the leislature, e*ecutive and (udiciary have "een thorouhly
demarcated% 3he party system in operation is a competitive one with fle*i"ility of roles of
@
overnment and opposition% 3here is also freedom of the press, of criticism and of assem"ly
-4elin6a /00@2% !ndian democracy has always attracted attention worldwide and has made
scholars to ponder over the secret of its success amidst considera"le odds% !n !ndia diversity is
almost everywhere and it is not a developed nation% 3he pro"lems of poverty and ine7uality in
distri"ution of income have "een constant irritants% Aevertheless, till today democracy has
survived in the country% 3he role of media in !ndia, the larest democracy of the world is
different from merely disseminatin information and entertainment% &ducatin the masses for
their social upliftment needs to "e in its am"it as well% !n a country where there is lare scale
poverty, unemployment and underdevelopment media has a responsi"ility towards
developmental (ournalism% !t has a role to play "ehind formation of pu"lic opinion which can
force the political parties to address the core issues hauntin the countryBs proress% .owever,
pu"lic opinion can "e manipulated "y vested interests to serve their own oals -Corneo, /0092%
Media can conceal facts and pro(ect doctored ideas to influence the electorate and there"y the
votin outcome% Calues li6e o"(ectivity and truthfulness in presentation of news and ideas can "e
totally done away with%
!n !ndia pu"lic service "roadcastin was iven much importance after independence% !t was used
as a weapon of social chane% +!R -+ll !ndia Radio2 and Doordarshan, the pu"lic service
"roadcasters in the country had the responsi"ility of providin educational prorams apart from
information and entertainment% .owever, it needs to "e ta6en note of that the pu"lic service
"roadcastin system in the country was closely identified with the state% + monopolistic media
structure under state control has the threat of "ecomin the mouthpiece of the rulin elite% 3he
scenario was "ound to chane with the openin up of !ndian economy in a "id to interate with
the lo"al system% !t sinalled the emerence of a competitive mar6et in the field of media with
pu"lic service "roadcasters ettin challenes from private entities% 3his, however, had the seeds
of a new pro"lem of ownership%
)wnership pattern of media across the lo"e and in !ndia is a cause for concern% 3here are "i
corporate houses who own newspapers and television networ6s% + hiher concentration of
ownership increases the ris6 of captured media -Corneo, /0092% Media independence in such a
scenario ives way to safeuardin the interest of the owners who may not serve social
responsi"ilities% 3he space for plurality of ideas is eroded sendin ominous sinals for
democracy% Boart -,::92 opines that in many democratic countries media ownership has
;
reached danerous levels of concentration% .e has cited the e*amples of Aews CorporationBs
-owned "y Rupert Murdoch2 @< D share in United EindomBs national newspaper circulation and
Filvio BerlusconiBs ownership of top three commercial television channels, three pay 3C
channels and various newspapers and maa=ine in !taly which act as his political mouthpieces%
3ransnational powerful media orani=ations are in operation in !ndia post li"eralisation% 3hese
are "i multinational corporations who own a chun6 of the mass media mar6et ranin from
newspapers, television, radio, "oo6 pu"lishin to music industry% Five of worldGs larest media
conlomerates include General &lectric, Walt Disney, Aews Corporation, 3ime Warner, Ciacom
and CBF% !n !ndia there are "i players li6e the 3imes Group and +B4 who rule the roost in the
media arena% !n a "id to open up the !ndian mar6et /1D forein direct investment has "een
allowed in news pu"lication and <;D has "een allowed in non news sements "y the
Government% ,00D forein direct investment is availa"le in the film industry% ,00D FD! is also
allowed in television software production su"(ect to certain overnment norms% Ca"le networ6s
and FM Radio networ6s have FD! limits of ;:D and /0D respectively -F!CC! and 4wC,
/0012%Research underta6en "y 4ricewaterhouseCoopers has shown the FD! investment trend
across mass media in !ndia% Cirin Media +sia has a holdin in .3 mediaBs foray into FM radio%
Financial 3imes -4earson Group2 has an arranement with Business Ftandard>
+mericorpCentures, Mauritius has a sta6e in Aim"us Communications which deal in television
and films and Reuters UE has e7uity sharin with 3imes Glo"al Broadcastin, the !ndian entity%
3herefore, across mass media options have opened up for availa"ility of transnational
homoeneous content% 3he rowth of media conlomerates and their powerful presence has
raised fears of manipulation of ideas "y a powerful few detrimental to the democratic fa"ric% 3he
corporate iants have also enaed in severe competition amon themselves dishin out news
and content which is primarily dominated "y sensationali=ation, slea=e and lit= to capture wider
mar6ets% 3he distur"in trend that has emered in the present media scenario is the use of media
in the "attle "etween rival political roups -Coronel, /00@2% !n fact, this new phenomenon is in
operation in !ndia with newspapers and news channels ta6in sides while presentin facts% 3he
same event can "e presented in two contrastin manners in two newspapers or two television
channels% Coronel arues that promotion of hate speech in place of constructive de"ate and
creatin an atmosphere of suspicion rather than social trust has the daner of ma6in people
cynic a"out the democratic setup leadin to its "rea6down%
9
While discussin the daners associated with the developments in media it needs to "e said that
media in !ndia has also underta6en roles which have strenthened democracy% 3he media as a
watchdo of the democratic system has unearthed its various shortcomins% !nvestiative
reportin in print and television media has helped in e*posin lare scale corruptions which have
ro""ed the nation% 3he Commonwealth Games Fcam, the +darsh .ousin Fociety Fcam, Cash
for Cote Fcam and the Bofors Fcam are the hihpoints of the !ndian media% +cross newspapers
and television channels voices have "een raised when the "ureaucracy, (udiciary or other pu"lic
functionary have crossed the la*man re6ha% 3here have also "een initiatives to promote
community media for the citi=ens to air their concerns% 3his is a sinificant leap towards
alternative media usae which is distant from the dominant structure% .ere the importance lies
more in participatory communication riht from the rassroots rather than communication which
flows top down% Carious television channels have also iven the space for ordinary citi=ens to air
their views in the form of citi=en (ournalists there"y promotin democratic participation%
Aewspapers have educated the masses "y informin them of the developments in the field of
science and technoloy% 3hey have also e*pressed stron views aainst pre(udices which harm
the society% Much developmental news has also "een aired throuh the medium of radio% !ts
comparative low cost and wide acceptance amon poorer sections have made it a potent tool for
e*pressin ideas "eneficial to the pu"lic%
!nternet, a relatively newer entrant in the field of mass media, has proved to "e more democratic
than newspaper and television -Coronel, /00@2% !nternet has provided the opportunity for citi=ens
who are conversant with the medium to e*press their views a"out a num"er of issues% !n many
cases roups have "een formed "y li6eminded people who discuss and de"ate over a num"er of
decisions on the part of the overnment and see6 new ideas for way ahead% 3he power of the
internet can "e easily (uded from the developments in &ypt in recent times% Focial networ6in
sites li6e Face"oo6 and 3witter were used to arner support aainst the reime of 4resident
.osni Mu"ara6 -Euwait 3imes, /0,02%

!nternet has "een used "y various pu"lic service
orani=ations and A%G%)s to inform people a"out their o"(ectives and also to ma6e them aware
of various initiatives on the part of the overnment as well as non overnment oranisations for
social upliftment% !n internet the "arrier to communication is minimal which helps in the
formation of a participative environment% 3here is also reater empowerment of the users
throuh hiher level of interactivity and fle*i"ility in choice of media outlets% 3he potential of
1
the medium lies in its a"ility to "e more personali=ed "y offerin userHcreated content -Flew,
/00:2% Aevertheless, there is the threat of advertisin revenues influencin media outputs% 3hose
who control considera"le wealth have the opportunity to sway pu"lic opinion in their favour with
the help of mass media% !n the /G scam the Radia 3apes controversy "rouht in focus the
(ournalist, politician and industrial conlomerate ne*us -Je"ara(, /0,02%

Developments li6e these
are a threat to democracy and undermine the media fraternity% +dvertisements in newspapers,
television, radio and at times the internet have "ecome a part of the present election campains%
Candidates with "etter funds have the ede over others in "ein voted to office "ecause they can
"uy newspaper space and considera"le air time -Coronel, /00@2%
Conclusion
!n !ndian democracy media has a responsi"ility which is deeply associated with the socio
economic conditions% 3he present scenario is not 7uite encourain and certain areas need to "e
addressed% Media oranisations, whether in print, audio visual, radio or we" have to "e more
accounta"le to the eneral pu"lic% !t should "e monitored that professional interity and ethical
standards are not sacrificed for sensational practices% 3he freedom of press in the country is a
"lessin for the people% .owever, this "lessin can o terri"ly wron when manipulations set in%
3he self reulatory mechanism across media oranisations need to "e stron enouh to stop
anomalies whenever they occur% +encies li6e 4ress Council of !ndia need to "e viilant to stem
the rot% Bi media conlomerates are a serious threat% 3o counter this pro"lem pluralistic media
oranisations which are financially via"le need to "e encouraed% Community participation is a
oal that the media should strive for in a country li6e !ndia%
Re'erences
Barnett, C% -/00;2% Media, democracy and representation# Disem"odyin the pu"lic% !n C% Barnett I M% Jow -&ds%2,
"paces of Democracy! geographical perspectives on citi#enship, participation and representation -pp% ,?9K/012%
Jondon, UE# Fae%
Boart, J% -,::92% Media and Democracy% !n &% &% Dennis I R% W% Fnyder -&ds%2, $edia % Democracy -pp% 1H?2%
UF+# 3ransaction%
Corneo, G% -/0092% Media Capture in a Democracy# 3he Role of Wealth Concentration% C&Fifo Wor6in 4aper
Feries Ao% ,;0/% Retrieved from FFRA# http#$$ssrn%com$a"stractL11<@/1
Coronel, F% -/00@2% 3he Role of the Media in Deepenin Democracy% Retrieved from
http#$$unpan,%un%or$intradoc$roups$pu"lic$documents$un$unpan0,0,:;%pdf
<
F!CC! and 4ricewaterhouseCoopers% -/0012% Indian &ntertainment and $edia Industry ! 'nravelling the potential%
Retrieved from http#$$www%pwc%com$%%%$ficciHpwcHindianHentertainmentHandHmediaHindustry%pdf
Flew, 3% -/00:2% Democracy, participation and converent media# case studies in contemporary online news
(ournalism in +ustralia% (ommunication, Politics % (ulture, )*-/2, pp% ?<H,,9
.a"ermas, J% -/0012% !nformation and democracy% !n F% We"ster -&d%2, Theories of the Information "ociety -pp% ,1,H
,1@2% Aew Mor6, AM# 3aylor I Francis%
Je"ara(, 4% -/0,0, Aovem"er /;2% )pinion# 3he spotliht is on the media now% The +indu% Retrieved from
http#$$www%thehindu%com$opinion$lead$article:0<?/@%ece
Euwait 3imes% -/0,02% &gyptians on e,revolution. Retrieved from http#$$www%6uwaittimes%net$readNnews%php5
newsidLM(+0M36wM38w
Mc8uail, D% -/0092% $c-uail.s $ass (ommunication Theory% Cistaar 4u"lications%
4ani66ar, A% E% -/00;, January ,/2% )pinion# Media and the pu"lic sphere% The +indu% Retrieved from
http#$$www%hindu%com$/00;$0,$,/$stories$/00;0,,/0,9<,000%htm
4arceiro, F% -,:::2% 3he Role )f Media in Democracy# + Ftrateic +pproach. Retrieved from
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4elin6a, +% -/00@2% Democracy Indian "tyle! "ubhas (handra Bose and the creation of India.s political culture% -R%
Fchell, 3rans%2% -pp ,0:H,,,2% UF+# 3ransaction.

3se6eris, C% -/00?2% 3he 4u"lic Fphere in the Conte*t of Media Freedom and Reulation
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