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- Title
IS SOCIAL RESPONSIBILITY A SHAM FOR MEDIA?
- Authors
Yadav, Y. Prabhanjan Kumar
- Abstract
Media, in India, inspired and ignited the freedom struggle. After the advent of Independence, it also inspired and coaxed the citizens to come out and vote for the democratic governments. But no longer, it is attached with the great words of patriotism or service. Media heads, at the top may claim now and then that this much have catalytic or watch dog role rendered by our particular 'facility'. Nevertheless journalism in India underwent several transformations from voicing people's feelings against the British rule to not being aggressive against liberalization policies such as foreign direct investment at present; the last two decades witnessed several sea changes. Journalism is a challenging and fascinating profession in which success could be possible only through missionary zeal and hard work. It gives great exposure to the enveloping of various situations. The present day journalism, due to the short cut tendency of media, is passing through a critical phase. The entry of the electronic media had changed the dimensions of news coverage and presentation of news. As a result, the coverage has become either sensationalized or commercialized. Slowly the media is sliding from its social accountability by giving abnormal coverage to abnormal events and issues. Hence media professionals should draw lines and function with a commitment to social responsibility. Now media print, audio, video and web has accustomed to the modern behavior and needs. These days, the visual media with live coverage besides so many new shapes and forms even in print is the basis to my comment that Journalism spread like fluid in the body. So the journalists should have a total commitment and involvement and work for the betterment and escalation of the society. They should not aim at seeking immunity from social obligations because the journalists should realize that they too are citizens of the country. They meticulously, dispassionately involve in procuring almost all twists and turns of each development. The media professionals should consider this situation in all seriousness and social accountability in the larger interest of preserving the age old traditions, culture and values of India.
- Subjects
INDIA; MARKET-driven journalism; OBJECTIVITY; SENSATIONALISM in journalism; SOCIAL media; POLITICAL autonomy
- Publication
Global Media Journal: Indian Edition, 2011, p1
- ISSN
2249-5835
- Publication type
Article