Democratizing Communication

Vertical to Horizontal Communication

through Internet Journalism
 One of the most important recommendations of MacBride Commission
and one of the 4 D’s is Democratization of information.
 The right of people to get an accurate, objective and balanced information
along with the right to express themselves through various medium of
communication.
 The right of every nation to participate on governmental and non-
governmental level in the international exchange of information in a sense
of equality, justice and mutual advantage.
 The individual becomes an active partner and not mere object of
communication.
 The extent and quality of social representation or participation in
communication is increased.
 Broader public access to the media and overall communication system,
through assertion of the right to reply and criticize, various forms of
feedback , and regular contact between communicators and the public.
 The development of alternative channels of communication, usually but
not always on a local scale.
 Participation of the community and media-users in management and
decision-making.
 Participation of non-professionals in producing an broadcasting
programmes, which enables them to make active use of information
resources, and is also an outlet for individual skill and sometimes for
artistic creativity.
 Information flows throughout the hierarchy (one way flow).
 Authoritarian Nature which leads to the Dominance and Concentration
of Media Agencies.
 Promotes Media Imperialism.
 Act as a Barrier to Democratizing Communication.
 Requires a silent and passive viewing.
 No Active Participation of the community in the information flow.
 Widens the North South Divide.
 There is a non-hierarchical information flow between and within countries
at the same level.
 Challenges the Authoritarian Nature and Dominance of Media Agencies.
 Prevents the loss of Cultural Identity.
 Blurs the distinction between information producers and consumers.
 The communication is interactive.
 There is Active Participation of the community in the information flow.
 Bridges the North South Divide.
 Internet Journalism refers to news content produced and/or distributed via the
Internet, particularly material created by journalists who work for mainstream
market driven news organizations.
 It is a powerful tool for facilitating participatory democracy by enhancing
horizontal communication between the citizens and vertical communication
with the government.
 It decentralises the mass media and professional journalists’ privileged position
as “exclusive storytellers” and their ability to interpose between source and
public. This process, where members of the audience and sources may engage
in horizontal communication without relying on the media or professional
journalism is termed as Disintermediation.
 The multiplicity or ‘another development’ approach to media
development provides grassroots (bottom-up) and horizontal
communication approaches where local individuals and communities as
the frequent subjects and/or objects of or for development are actively
involved in investigation, analysis and dialogue to influence attitudes and
behaviors and to define and solve developmental problems.
 The use of ICTs during crisis such as natural disasters and conflict may
foster development outcomes by helping to minimize exposure to risk and
providing information that can help in search rescue and recovery
operations.
 Instant and interactive communication flows through social networks and
websites and hence make commodity producers and service providers,
including government, more responsive to complaints, facilitating
progressive product iterations and improvements to policy and outcomes.
 New Media broaden the scope for media pluralism and diversity by
allowing communities (particularly underserved groups) to take charge of
their own communication around development issues and facilitate direct
horizontal communication and information sharing between governments
and national and local NGOs and civil society organizations.
 There is a constant flow of news and information.
 News is determined more by personal networks than by professional
editors.
 News consumption is more interactive and more social.
 “News finds me” news is consumed as part of social interaction, not by
appointment.
 It is more difficult for mainstream media to maintain agendas.
 There is no single ‘media agenda’ agendas become highly personalized.