Role of Media

• INTRODUCTION
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• DEFINITION
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• TYPES OF MEDIA
Media is devices of the communication which is useful to communicate and interact with a
large number of audiences in various languages. One cannot separate himself from media.
Media is used for the entertainment, communication and dissemination of information,
advertising, marketing, and for expressing and sharing views, opinion, and ideas. There are
different types of media that are accustomed to the day and age. Whether its children,
young people, or adults, everyone had their own share of media related exposure every day.

One of the foremost sources of information earlier was the print media. The first printed
newspaper appeared in Beijing, China, in the eighth century A.D. In India, the first
newspaper Hicky’s Bengal Gazette appeared in English and edited and published by James
Augustus Hicky, an ex-employee of the East India Company on January 29, 1780 (Vilanilam
2005). Traditionally the term print media refers to the distribution of printed works. It
includes newspaper, magazines, booklets, barouches, house magazine, periodicals or
newsletters, direct mailers, handbills or flyers, billboard, press releases, books, etc. Print
media like newspapers and magazines influence people such as politicians and policy makers
who often turn to print media for their news, intended to reach general public.

The second is the electronic media that is kind of media which requires the user to utilize an
electric connection to access it. It is also known as broadcast media. It includes television,
radio, and telephones, etc. The invention of electronic media was a turning point in the
history of communication process

The third is the social media or can be called as new media. The emergence of Internet and
mobile technology, a new way of news dissemination, started taking place. Today there are
a number of social media sites in the form of blogs, social networks, microblogs, forums,
wikis, photos, audio and video sharing. Anyone can publish news and opinions on the
Internet and on the social networking media. Social media use web and mobile technologies
to make communication as an interactive dialogue. Social media are a group of web-based
applications that enable people to create and exchange information, pictures, videos, and
social booking

• MEDIA AS A VEHICHLE OF SOCIAL

CHANGE
 Today, we are living in a society where information is everything, it naturally shapes
that we are living in an information society, where the media is the strapping tool of
communication and connectivity. The media plays an active role in social and personal
life. Societies depend on mass media, like anything, and they need mass media for
everything. A program that has worked through the media is very important, especially
the development of individual, social and national brands, but at the same time it also
encourages them to commit shocking crimes. Certainly, media has a power to change
people and social capitals.
The media act as an effective catalyst for social change. The mass media, no doubt,
considered as an fourth pillar of democracy, which command, boast the society and
social elements, are the most significant tools for motivating and discouraging people.
In the present time of media globalization, media is a backbone of social growth, where
everything works due to information, it is the media that brings all types of changes and
make according to public opinion. It creates awareness deep in public. When social
Capitals exercise their power and privileges and do constructive work, the media is
always behind. The role of the media is even more important in highlighting the bad
connection between the mafia and criminal organizations. The media also continues to
send information to a society aware of rights and privileges. Because of these media
roles, it is very important and was called the fourth pillar of democracy. In a country
like India, where poverty and illiteracy are high, society in not at all balanced, media
of different types plays a very vital role especially in the field of journalism, which
catalyses people to act, react and interact in the journalistic platform for better
understanding and allows opportunities to educate, inform and rehabilitate people’s
minds. This allows even illiterate people to explore the world of knowledge and
knowledge. Therefore, media, undoubtedly acts as an catalyst for social change and
growth.

The influence of the media on society has for a long time preoccupied
researchers in the field of communication. Various normative, social
scientific, and critical communication theories have addressed how
media influence social change. Early media effects theories assumed
a direct and unmitigated influence of media on individuals and
society. Later research questioned the assumption of all-powerful
media effects, launching what became known as the limited-effects
tradition. From those early days of communication research, there
has been a constant ebb and flow of theories and empirical research
attempting to understand the real effect of media on social change.
Numerous theories have also attempted to understand the effect of
the media on social change from a variety of perspectives and for
different objectives. These include theories of media and
democratization, theories of development communication and social
learning, and theories in health communication, social marketing,
and participatory communication. Also, a variety of areas of inquiry
in mass communication dealt with social change. These include
research on alternative and pirate media, public service and
educational broadcasting, public opinion and political
communication, and research on propaganda.

There are communication gaps between media and society. What is more important is bringing
awareness at different level. India requires communication on more coequal basis is ethically
correct and practically more relevant and useful.” (23) Thus there are many challenges for
bringing social change in India. At present mass media is not properly useful for promoting
sustainable rural development. Hence the future perspectives can be more progressive if
media’s power is properly harnessed. It has been rightly observed that the social capital be built
by forming self groups for collective action under the guidance of NGOs and that the presence
of social capital is crucial for the successful functioning of participatory programs.” (24) Thus
all these aspects are significant wherein mass media can promote more participatory
development on different levels.. Media can involve large number of people in social change.
It can persuade progressive values and finally it can transform Indian society from tradition to
modern by developing it as information community which means rich in information and
advanced in technology. Information automation and use of mass media only can be way for
future change.

• IMPACT OF MEDIA ON YOUNG PEOPLE

Teenagers can be very smart consumers of media messages. They don’t just
take on board everything they see and hear on social media or in other
media. You can help them develop the skills they need to handle media
influence.Media influence on teenagers can be deliberate and direct. For
example, advertising is often directed at children and teenagers. This means
that children and teenagers are increasingly conscious of brands and images.

Media influence can also be indirect. For example, this might include sexualised
images and content on Instagram, Snapchat, Facebook and YouTube. It might also
include violent imagery and coarse language in news media, documentaries, video
games and some song lyrics. This kind of media influence can suggest to teenagers
The influence of the
that certain ways of behaving and looking are ‘normal’.
media on the psychosocial development of children is profound. Thus,
it is important for physicians to discuss with parents their child’s
exposure to media and to provide guidance on age-appropriate use of
all media, including television, radio, music, video games and the
Internet.
The objectives of this statement are to explore the beneficial and
harmful effects of media on children’s mental and physical health, and
to identify how physicians can counsel patients and their families and
promote the healthy use of the media in their communities.

POSITIVE INFLUENCE
1. Mode of entertainment and self-expression: Social media
platforms, like Facebook, Twitter, and Instagram, provide space
for teens to interact with people of similar interests across the
globe. Teens find this interaction entertaining and satisfying for
their self-expression, thus boosting their confidence and self-
esteem.
2. Could be a source of inspiration: Online documentaries,
movies, inspirational stories on the internet, print, and broadcast
media can be a source of inspiration for your teen. For instance,
you and your teen could watch real life-based movies such
as Steve Jobs and Chaplin to get inspired in life.
3. Helps develop social skills: Some teens and tweens are
introverted. For them, social media is a free environment where they
can interact without much hesitation. Social networking helps
them develop social skills that are necessary for effective
communication. Effective communication is necessary to develop
and maintain relationships.
4. Develops social and political sense: Teens and tweens who take
an interest in current affairs and news are highly likely to be
interested in social, political, and human development issues, like
poverty, global warming, etc. It is an important positive effect that
could help determine your child’s personality and interests.
5. Makes them aware of the importance of health: Media
disseminates information on health and well-being. A teen, who pays
attention to such information, is more likely to be aware of various
health issues like teen depression, childhood obesity, etc., and their
possible solutions. This might help them make informed and healthy
lifestyle choices.
6. Aids in developing an identity: TV shows, series, and movies with
good-quality content can help your tween and teen develop an
identity. For example, a movie that reflects gender equality may
motivate a teen to follow that in their life. You can strike up a
discussion on such issues to educate your child.

NEGATIVE INFLUENCE
 1.Might lead to health and developmental issues: Extended screen
time is associated with poor academic performance, sleep deprivation,
reduced physical activity, and face-to-face social interaction. All these
factors are associated with health issues, such as obesity and the
negative impact on the overall development.

2.Could develop unrealistic body image: Media has a sharp effect on

how teens interpret beauty and positive body image. For instance, the
media usually creates an impression that “thin and fair” are beautiful
features to have. Such misleading messages can have a negative effect
on the child’s self-esteem.

3.Might instill wrong perceptions: Media often portrays a grown-up to

be cool if they eat junk food, smoke, drink alcohol, use drugs, drive fast,
etc. All these presentations of adult life can have an influence on a tween
or teen, making them emulate their favorite actors.

4. Might develop erroneous beliefs: Social platforms

sometimes are used to spread biased information and fake
news. Teens may start believing the provided information, thus
causing a shift in their attitude and behavior. Several real-life
cases demonstrate how online platforms are used to promote
hateful or biased attitudes towards a section of people,
eventually causing dreadful results.
5. May develop mental health concerns: Tweens and teens
often get exposed to bullying, rumor spreading, unrealistic
views of other people’s lives, and peer pressure through the
media. All these factors can cause a negative ripple effect on
the teen’s mental health. They may become depressed,
anxious, isolated, and possibly suicidal.
6. Might develop violent behavior: A study showed that
watching violent television shows and an increase in children’s
violent and erratic behavior are positively correlated (4).
Similarly, studies show that playing violent video games alters
a teen’s behavior and could make them aggressive
7. Might cause addiction: Habitual viewing or gaming may be
the most speculated negative effect of the media, especially
social media. Research shows that the overuse of social media
networking could lead to stimulation that is similar to other
addictive behaviors. Most teens post pictures or feelings online
and eagerly wait for likes, shares, and positive comments from
friends. These experiences activate the brain’s reward system
and increase the levels of dopamine. It can raise the likelihood
of media addiction in the long run
 • PRESS REPORTING- BIASES AND
CENSORSHIP
Media bias is the bias of journalists and news producers within the mass media in the selection
of many events and stories that are reported and how they are covered. The term "media bias"
implies a pervasive or widespread bias contravening of the standards of journalism, rather than
the perspective of an individual journalist or article. The direction and degree of media bias in
various countries is widely disputed Practical limitations to media neutrality include the inability of
journalists to report all available stories and facts, and the requirement that selected facts be
linked into a coherent narrative.[2] Government influence, including overt and covert censorship,
biases the media in some countries, for example China, North Korea and Myanmar.[3][4] Politics
and media bias may interact with each other; the media has the ability to influence politicians,
and politicians may have the power to influence the media. This can change the distribution of
power in society.[5] Market forces may also cause bias. Examples include bias introduced by the
ownership of media, including a concentration of media ownership, the subjective selection
of staff, or the perceived preferences of an intended audience.
There are a number of national and international watchdog groups that report on bias of the
media.
Censorship is the suppression of speech, public communication, or other information. This may
be done on the basis that such material is considered objectionable, harmful, sensitive, or
"inconvenient".[2][3][4] Censorship can be conducted by governments,[5] private institutions and other
controlling bodies.
Governments[5] and private organizations may engage in censorship. Other groups or institutions
may propose and petition for censorship.[6] When an individual such as an author or other creator
engages in censorship of his or her own works or speech, it is referred to as self-censorship.
General censorship occurs in a variety of different media, including speech, books, music, films,
and other arts, the press, radio, television, and the Internet for a variety of claimed reasons
including national security, to control obscenity, pornography, and hate speech, to protect
children or other vulnerable groups, to promote or restrict political or religious views, and to
prevent slander and libel.
Direct censorship may or may not be legal, depending on the type, location, and content. Many
countries provide strong protections against censorship by law, but none of these protections are
absolute and frequently a claim of necessity to balance conflicting rights is made, in order to
determine what could and could not be censored. There are no laws against self-censorship.

Considering that we live in the 21st century, an age of technology

and freedom, you’d expect that people would have progressive
feelings when it comes to free speech. Now imagine, there you are
working your 9–5, and something catches your attention. Ah yes,
naturally, you give your input on it. But in return, you’re told to shut
up. Your opinion, it’s worthless. You know why? Because it’s not
your job to talk about things outside of your job. Instead, you’re told
to get back to work, since that’s all you’re good for. For some reason,
society possesses this preconceived notion that your livelihood and
your income define who you are as a citizen; that it dictates your
worth.
The private discourse of individuals through letters, emails, twitterings, blog posts, and oral remarks
is not subject to external condemnation nor control. These people cannot be legitimately accused of
biased perspectives nor self- censorship. Their articulations are their opinions, often aimed at an
extremely delimited audience and no matter how skewed, bizarre, propagandistic, or empirically
wrong they may be, they are entitled to their beliefs. The same cannot be said of the public
discourse tendered through the general media including newspapers, magazines, journals, and
radio, television, and Web broadcasts. Some media at least attempt to offer unsullied, that is,
politically untainted news reports. Others, owned by a person or group of people who have a very
pointed agenda, tender ideologically slanted reports or fail to include news that may reflect badly on
their perspective. The Times, Time, and Newsweek present a liberal front, especially in editorial
matter; Fox News and other Rupert Murdoch media, such as the New York Post, reflect his staunchly
conservative leanings and may thus consistently distort the news. Magazines such as the New
Republic or The Nation are blatantly ideological and forward their biased positions without
reservation.

• FEASIBILITY OF RESTRICTION
The term “content regulation” is probably one of the most misunderstood
phrases in the media sector. Use it in front of most journalists or content
creators and their faces will probably go pale – images of bureaucratic
hurdles and censorship will be whirling around in their minds.

This is a common misconception: some people believe that media

regulation is all about restriction. It’s not.

The role of good content regulation balances the importance of freedom of

expression with a duty to be fair, accurate, respectful and tolerant. It
encourages a competitive environment but also safeguards the rights of all
stakeholders. It allows for debate through the dissemination of information
that stimulates, not stifles.

Content regulation is also about ensuring that what is disseminated is done

so in a way that protects our society, whether from those who want to harm
it (by fuelling hatred or inciting criminal activity) or by ensuring that privacy
is protected; by protecting consumers against misleading advertising and
promotions; and by ensuring that our social and cultural norms are
respected.

It is, of course, a very fine balancing act to protect society while ensuring
content creators have the freedom they need to produce quality content. If
you go too far, it can stifle opinion and debate. If you don’t go far enough,
then you risk allowing dissemination of content that could have long-term
 damaging effects, such as disseminating misinformation and publishing
incendiary statements, which could ultimately affect a nation’s security.

People trust what they read, view or hear and the information they consume
impacts their opinions, therefore effective regulation is also about ensuring due
impartiality, fairness, accuracy and tolerance. it has been the goal of our leaders to
guide citizens from an early age to be tolerant and respectful. And this is an
ongoing endeavour for the Ministry of Tolerance, which was established in 2016
with the primary mission to promote tolerance and instil its core principles as a
fundamental value in the UAE. There are also new initiatives being introduced in
the education curriculum where students will learn about tolerance, respect,
entrepreneurship and responsibility.

However, currently one of the most debated topics is the issue of how to regulate
content in our digital world. The ability to access information from anywhere on
Earth has changed the lives of nearly everyone on the planet. It has changed the
way we consume news and the way information is available. Unfortunately, while
the internet has connected great minds to invent applications to improve the lives
of millions, it has also become a tool for extremists, criminals and terrorists to
recruit, plot and commit crime – consequently, regulation is clearly needed.

There are disparities in internet regulation around the world. China’s so-called
"Great Firewall" is one of the most restrictive forms of regulation globally, denying
access to many popular sites such as Google, Twitter, Facebook and YouTube.
This restriction allows for political agenda dissemination and control of access to
content generally. Regardless of jurisdiction, the most successful form of good
content regulation is often considered to be self-regulation. Why? Because it puts
the responsibility on the content creator to ensure that what they produce is
accurate, tolerant and legally compliant. What good regulation is not about, is
telling people what they can, or can’t, create – but rather making them
accountable for what they do create.

A good example of self-regulation can be found in the United Kingdom, which has
one of the most respected journalism sectors in the world. The country has an
Editors' Code for newspapers and magazines, overseen by the Independent Press
Standards Organisation, and broadcasters also have a code regulated by the
Office of Communications.

At the Media Zone Authority – Abu Dhabi, we also encourage self-regulation

through our Content Code. It sets out the editorial standards that must be
maintained by all individuals or entities working from the Media Zone – Abu
Dhabi. It has been developed to provide a necessary level of protection for
society but also minimise the impact on commercial productivity and creativity.

Our aim is to encourage innovation, but we also want to promote a responsible

media. We want our incredible pool of talent (which is growing larger and stronger
every day) to provide insightful, forward-thinking and diverse content, while
making responsible and informed decisions about the content they disseminate.
Our Content Code reflects these principles.
Regulating content is, indeed, a challenge and one that we will no doubt be
debated for many years to come.

• PRESS COUNCIL
The Press Council of India is a statutory, adjudicating organisation in India formed in
1966 by its parliament. It is the self-regulatory watchdog of the press, for the press and
by the press, that operates under the Press Council Act of 1978.[1][2] The Council has a
chairman – traditionally, a retired Supreme Court judge, and 28 additional members of
which 20 are members of media, nominated by the newspapers, television channels and
other media outlets operating in India.[3][4] In the 28 member council, 5 are members of the
lower house (Lok Sabha) and upper house (Rajya Sabha) of the Indian parliament and
three represent culture literary and legal field as nominees of Sahitya Academy,
University Grant Commission and Bar Council of India. Justice Ranjana Prakash Desai is
Chairman of the Council as of 2022.[5] The predecessor was Justice Chandramouli Kumar
Prasad (2014 – 2022). The Press Council of India has issued the "Norms of Journalistic
Conduct", which is one of two journalism-related codes in use in India. The Press Council
of India conducted a limited study of the widespread practice of "paid news" in India in
2010. In a report issued in July 2010, it stated that "paid news" is a pervasive, structured
and highly organised practice in Indian newspapers and other media outlets, where news
space and favourable coverage is exchanged for money.[9] It wrote, "paid news is a
complex phenomenon and has acquired different forms over the last six decades [1950–
2010]. It ranges from accepting gifts on various occasions, foreign and domestic junkets
[trips], various monetary and non-monetary benefits, besides direct payment of money.
Another form of paid news that has been brought to the notice of the Press Council of
India by the Securities and Exchange Board of India (SEBI) is in the form of “private
treaties” between media companies and corporate entities. Private treaty is a formal
agreement between the media company and another non-media company in which the
latter transfers certain shares of the company to the former in lieu of advertisement space
and favourable coverage."

• STRUCTURE OF PRESS COUNCIL

The Press Council of India (PCI) is a statutory body created by the Press Council Act of
1978. It is the apex body for the regulation of the Print Media in India. It enjoys
independence from the government.

1. PCI has a Chairman

2. Apart from the Chairman there will be 28 members.

The Composition of 28 Members in PCI are listed below.

1. 2 Rajya Sabha Members

2. 3 Lok Sabha Members
3. 7 Working Journalists (other than editors of newspapers)
4. 6 Editors of Newspapers
5. 3 people with specialized knowledge on public life
6. 1 person who manages news agencies
 7. 6 persons in the business of managing newspapers.

The Chairman of PCI is selected by 3 people, holding the following positions.

1. Chairman of Rajya Sabha

2. Speaker of Lok Sabha
3. A member selected by the PCI

The Press Council is headed by a Chairman, who has by convention, been a retired
judge of the Supreme Court of India. The Council consists of 28 other members of
whom 20 represent the press and are nominated by the press organisations/news
agencies recognised and notified by the Council as all India bodies of categories
such as editors, working journalists and owners and managers of newspaper , 5
members are nominated from the two houses of Parliament and 3 represent cultural,
literary and legal fields as nominees of the Sahitya Academy, University Grants
Commission and the Bar Council of India. The members serve on the Council for a
term of three years .

• ROLE OF PRESS COUNCIL

The Press Council Act of 1978 created the Press Council of India (PCI).
It is the highest body to maintain the standards of the Print Media in
India. It is believed to be the most significant body that remains active
in a democracy to ensure that freedom of speech is invariably
safeguarded.
It serves as the regulator that discharges professional standards for
print media in India. The goal of the Press Council of India is to
preserve the freedom of the press and to regulate and enhance the
standards of the press in India.

Functions of press council of India:

1. It keeps a check on newspapers that are able to maintain their

independence.
2. It sets up a code of conduct for the journalists to maintain high
professional standards.
3. It runs to foster technical and other research areas concerning
news.
4. It ensures high standards of news for public intake, especially when
it comes to credibility.
5. There are up-to-date developments that might hinder the flow of
information or news freely.
6. It promotes responsibility among citizens.
7. Maintain high standards of news for public consumption.
8. Provide training to new journalists.
9. It works to promote technical and other research areas related to news.
 10. It works to promote technical and other research areas related to news.

• SENSALISATION OF NEWS AND

EXPLOITATIVE PRACTISES

In journalism and mass media, sensationalism is a type of editorial tactic. Events and
topics in news stories are selected and worded to excite the greatest number of readers
and viewers. This style of news reporting encourages biased or emotionally loaded
impressions of events rather than neutrality, and may cause a manipulation to the truth of
a story.[1] Sensationalism may rely on reports about generally insignificant matters and
portray them as a major influence on society, or biased presentations
of newsworthy topics, in a trivial, or tabloid manner, contrary to general assumptions of
professional journalistic standards. Some tactics include being deliberately
obtuse,[4] appealing to emotions,[5] being controversial, intentionally omitting
facts and information,[6] being loud and self-centered, and acting to obtain
attention.[5] Trivial information and events are sometimes misrepresented and
exaggerated as important or significant, and often include stories about the actions of
individuals and small groups of people,[1] the content of which is often insignificant and
irrelevant to the macro-level day-to-day events occurring globally.

It seems as if every headline printed in newspapers or

discussed on television today is riddled with sensationalism.
It is very difficult to decipher what is the truth or bias. What
is actual news and what are you supposed to believe?
The Oxford Dictionary definition of sensationalism is,
especially in journalism, “the use of exciting or shocking
stories or language at the expense of accuracy, in order to
provoke public interest or excitement.”
More often than not, news stories become sensationalized
for the simple fact that ratings and readership will rise if
people find the story interesting.
Although one event is deemed newsworthy, the media
today have taken it upon themselves to turn an ordinary
story about an important event into something that is
covered for weeks or even months.
So the question rises, are sensationalist news stories
demeaning and damaging to society? Most people are not
even aware of the difference between an average story and
a sensationalized one. But the effects of sensational stories
can last for a long period of time in society and can change
our perception of the media as we know it.
When the facts of a story are exaggerated in order for that
particular newspaper or television station to recieve a better
rating, the public can find it difficult to understand the
reality of what was covered.
Besides weeding through stories to get the truth, the
population would also have to consider if the news they are
reading everyday is in fact accurate.
Most people do not have the time to consider all these
variables when they pull up a news story on their phone or
flip to a page in a newspaper, which makes sensationalist
news even more controversial.
The practice of sensationalism within news is not only
deceiving to the public, but also hurtful to the media’s
reputation in several ways.
Many news outlets that write and cover stories while using
sensationalism make the readers feel betrayed or
untrustworthy of the news.
Although many wouldn’t notice the difference between an
accurately reported story and a sensationalized one, when
the public finds out the claims weren’t completely true, that
outlet would most likely lose a majority of its respect as
readers or viewers become skeptical.
What makes a news outlet trustworthy is their reporting of
facts that are true to the event and provide the people with
the correct information to tell the story of an event without
any exaggeration.
These tactics almost always guarantee the most reliable
news stories, and those newspapers or television stations
earn the most respect from the population because of it.
The media has been criticized on multiple accounts in the
last few years due to the amount of bias that can be found
within reporting. This also greatly contributes to
sensationalist news, with the increasing skepticism about
what is beneficial or what is truthful news, the media has
slowly been losing its respect.
Overall respect for any form of media has fallen greatly
simply because of the use of sensationalism, which can be
seen as demeaning to the industry.
Next time a headline or story catches your eye when you’re
reading the news, take a moment to think about if that piece
of news was impacted by sensationalism or bias.
If it does, you might feel betrayed that a story you were
genuinely interested in was actually misleading and not
entirely true to the actual event.
Sensationalist news impacts our lives every day without
many even realizing it, but in reality, this practice is hurtful
not just to the journalism industry but also to the public.

The exploitation of women in mass media is the use or portrayal of women in mass
media (such as television, film and advertising) as objects to increase the appeal of media or a
product to the detriment of, or without regard to, the interests of the women portrayed, or women
in general. This process includes the presentation of women as sexual objects and the setting
of feminine beauty ideals that women are expected to reflect.[1] Sexual exploitation of women in
the media dates back to 19th century Paris, in which ballerinas were exposed to harassment and
objectification. The ballerinas in the Paris Opera Ballet were ogled by their male audience
members and often even expected to perform sexual favors for the male subscribers behind the
scenes.[2] Feminists and other advocates of women's rights have criticized such exploitation. The
most often criticized aspect of the use of women in mass media is sexual objectification, but
dismemberment can be a part of the objectification as well.