* Public Relation*

Introduction:-




With the spreading and advancement of different type of businesses, services or other entrepreneurship, the need of specialization or expertise group was becoming indispensable day after day.In running different big buisiness enterprises or corporate house successfully,the creation of such specialized groups, that have been able to establish their predominating competence and insurmountable needfulness in our dynamic society as well. Irrespective of any kind of confliction in between them, they have somehow been inter-dependent,co-related and supportive well,in materializing any any bigger objective.Present corporate world, is equipped by these competent groups or expertise teams, who quietly keen and prudent, in performing or materializing the best possible result for the concerned organization.



Public relation refers to, such kind of specialized teamworks, that indulges or nurtures a co-ordinated and planned activities in sustained manner,as to make an environment for generating favourable attitude within the publics concerned, through programmatic communication with the exchange of updated information and ideas, and taking action or steps towards any grievance lying within them (publics’concerned), in achieving the desired target or goal for and on behalf of any organization. Public relation is both ‘art’ and ‘science’ at the sametime.Public relation aims at influencing public opinion as well as keeping public attitude intact, through a process of persuation, convincing and rendering assurance or promise. Publicrelation relation attemts to pay heed to ‘publics’ sincerely and seriously as well. It oftenly try, to minimize the gap between the organization and its ‘publics concerned, as to win their (publics’) support for keeping up and streangthening ‘goodwill’for the organization.



Defination:- There is no such consolidated definition, that could depict the meaning of public relation in single or abriged form. According to the Institute of Public Relation, UK, that defined public relation as “the deliberate, planned and sustained efforts to establish and maintain the mutual understanding between the organization and its public”.



The first World Assembly of Public Relations Association, held in Mexico City in August 1978, which defined public relation as, "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."



In straightway, it can be said, that public relation concentrates its major efforts, towards monitoring the public attitude and opinion, through a deliberate process of communication, as to make it favourable for the benefit of the organizationconcerned. More precisely to say, that public relation refers to a planned and sustained communication based efforts, as to convert the public atttuide and opinion in favour of the organization, as to bring benefit ultimately.

Public relations is used to build rapport with employees,shareholders, customers, investors, voters, or the general public Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations.



* Objectives Of Public Relation:-

The main objectives of public relation, in the eyes of public relation professionals, is, to bring benefit and profit for the organization concerned. Beside this, it aim to uphold the interests as well as the image for the organization or companyalso. , a few more important points would require, to take into account seriously by the PR persons,in performing the activity of public relation duly, as to earn ‘credibility’,’goodwill’and’ ‘relieibility’from the greater numbers of consumers in the market, which can be stated as follows;

(1) An easy accessible two-way communication

(2) An environment for mutual understanding.

(3) Listening or carring the public opinion

(4) Awareness of social responsibility



.

Public relation professionas, must consider the above mentioned pointsindispensably, as to acquire the best result for its own organization. To say broadly, in this regard, the two-way communication system would require, to access and prioritize the ‘public response’ or any grievances lying within the public. Without having adequate provision for this needful ‘two-way communication’ system, a wide gap might be generated between the organization and its associated publics. An organization may have several publics of different segments. Misunderstanding, distrust or dissatisfaction might produce within those detached public,due to lack of needful communication. Such communication gap can never encourage anykind of exchange or interpretation of ideas and informations anyway. Response or feedback whatsoever might be, from the end of the publics,should always be assessed or judged very carefully and attentively in best manner as possible.If feedback is not received or accepted properly from the publics off and on, then dissatisfaction or displeasure may continue to grow within them. Later on, such dissafaction may lead them to disfavour the concerned organization. It could definitely be harmful to the organization.

So, an uninterrupted ‘two-way communication’ system, is necessary, to set-up a desired mutual understanding between the organization and its various ‘publics’ involved. Any organization, must have both internal and external publics. Internal publics are those, who are internally associated with the organization like, employees, shareholders etc. External publics are those, who are involved externally like, suppliers,consumers,legal authories and govt officials, media etc. If mutual understanding, has duly been set-up within the organization i.e. a very good and favourable wave of mutual understanding,is existed throughout the organization then the targetted or desired outcome that could be expected intrinsically. Mutual understanding can improve the quality performances within the employees in an organization, that can lead to proper use of raw materials, waste control, qualitative finish products. Mutual understanding can develop confidence within the shareholders or investors internally within the organization. Externally, mutual understanding can generate sincereity, initiatives and sense of responsibility even also, within the suppliers, selling personnels,consumers, dealers, govt officials and media persons at the sametime.Lack of mutual understanding, may hamper these combination of different services,that are indispensable to any organization, for achieving maximum return or outcome. In increasing efficiency, within several segments of any organization, mutual understanding play the vital role , that can never be avoided, in no way.

Another great part,would require to accomplish i.e. listening or carring the ‘opinion’ of public. Public opinion is is very sensitive and complex part and oftenly been deflected. Public opinion remains suppressed and incognizable aswell. So, a programmatic contact or communication,which is the important part of public relation practice,would require,to moitor the public attitude as to coverge the same to a favourable opinion for the benefit of an organization.

* Public Opinion:- It is the aggregate of individual attitudes or beliefs held by the adult population. Public opinion can also, can be defined, as the complex collection of opinions of many different people and the sum of all their views.

The principle approaches to the study of public opinion may be divided into 4 categories:

1. quantitative measurement of opinion distributions;

2. investigation of the internal relationships among the individual opinions that make up public opinion on an issue;

3. description or analysis of the public role of public opinion;

4. study both of the communication media that disseminate the ideas on which opinions are based and of the uses that propagandists and other manipulators make of these media.



And at last of all, the Public Relation wing of any organization, must have shouldered its responsibilities very carefully towards the benefit and development of the society, where it belongs to.Any organization should carry the ‘ideals and vision’ for bringing any desireable ‘change’, although might be little, for the society. There are so many jobs left incomplete in the society and would need to be accomplished cordially. By such accomplishment of doable jobs left whatsoever, may surely, satisfy the need of the society people.It should never forgotten , that unless any development or any ‘change’ is brought for society,any organization would also, never be able to run in order and satisfactorily in that society.To think and work for the benefit society, would bring a good return for any such dedicated organization ultimately.

* Role Of Public Relation:-

Public relation (PR) is a management fuction, which aims at public attention and opinion.It seeks public trends or inclination, as to assess or judge, with a view to monitoring their attide and opinion. The target of public relation remains stick to make the public opinion favourable as fer as posible, for increasing the image andgravity of the organization concerned.The successfulness of any organization depends much more, upon the favaourable or supportative consensus generated from the concerned grops of the people. Any organization has different groups of people or public,that can vary from organization to organization, according to the nature of buisness or dealing it does undertake. Public relation indeed, plays a vital role for and on behalf of any organization for developing a consolidated relationship as well as understang between the intended organization and its several publics.Public relation oprates and maintains,a programmatic rapport with those publics,through a process of communication.Through such communication, public relatin professionals convince, counsel and inform their targetted publics,as to mould or convert the attitude and opinion of the said publics.Public relation practice is an effective way, that can allow or lead any organization, in achieving a soft and smooth relationships, protecting the image and goodwill, Beside this the public relation personnels listen to the grievances or any problems and promoting sales or services successfully. left unsolved, as find an amicable solution for it. Thus , satisfying the possible needs of the concerned publics, public relation professionals win the goal for the organization ultimately.PublicRrelation pratice, does not care for its organization only. It works also, for the development of the society as well.It responds to the needs of the society as fer as possible.It encourges different steps towards many programmes like education, games & sports, entertainment, and healthcare, specially for the children and women beside the government’s stride. Public Relation practice, can perform a combine roles, that enables any organization,in achieving the goal or target as well as it can bring the progress for the society as well.

* Limitation Of Public Relation:- Public Rrelation can render unfailling or unbeatable performances, in acquiring ‘goodwill’or retainning ‘image’for its organization concerned . Not only that, it helps also, in promoting sales of products or services concerned for the organization. But, it is thinkable deeply, that the success of any organization does not come only, by creating propanda or by giving false assurance or promise. It is not so gimmic or eye washing tactics to win the goal always and everytime for the organization. Public Relation practice, has been stood or established on a strong foundation of ‘truthfulness’ and ‘positive intent’ as well as entrusted with certain principles and ethics as well. The ‘image’ or ‘goodwill’ of any organization, can not be grown or acquired overnight, through certain single drive or effort paid for it. It could be earned or achieved so, by a planned and sustained process of communication and efforts, towards satisfying the needs of various publics that the organization have, in dedicated manner. Public Relation practice is based on nurturing truthful and trustworthy movements and activities, that can lead to earn the ‘credibility’ and ‘confidence of the various publics, concerned with any organization. If the top authorities or the proprietor group of any organization, do not accompany or allow, such way as derived or set by its PR(Public Relation) group, as to establishing the image or goodwill for it. Indeed, Public Relation can not be established or implimented successfully, without having consent or approval from the apex lavel of management or proprietory.

* Nature Of Organization And Its Publics:- The practice of Public Relation may differ organization to organization, that depends upon the nature of the organization. For instances, A car manufacturing company deals what,must differ from a universty or any newspaper organization deals what. Because, any car manufacturing organization has been engaged in car-making and selling of its manufactued product i.e. car, to their customers. While,newspaper organization sells their products i.e. newspaper or any other periodicals to its various readers who are refered to customers also, again a university which renders education to its innumerous student,who could be acknoledged as customers, by the university equally. So, we can consider, those ‘car purchaser’, ‘readers’ and ‘students’, who have been existed, in separate identities, but with a common recogonition as ‘customers’ to all organizations in broader sense. The term ‘Customers’, bears a common nature of consuming, different products or services available from different organizations ,institutions or any other enterprises. These ‘customers are looked or considered, as the main public of any organization or any other buiseness enterprises. Beside this, any organization has other types of publics, who are involved or associated with the organization concerned. Any organization may have required raw materials or any other materials or services anyway, from any other suppliers or providers of that imortant parts. These suppliers or service providers, could be considers as being the publics of the said concern or organization. Moreover, any organization must need the eployees, to carry out its different functions or works at least. So, these eployees, could be acknowledged as the public of the said concern. Like that, shareholder, investors, dealers, advertisers or media, are the exaples of public. Here we see, that the nature and existence of the publics may vary from organization to organization that depends upon the nature dealing or activities of the organization concerned. Because, all organizations can not have simmilar types of activities.Naturally, the public relation wing of every organization,would require to look after or pay attention to its associated publics specifically.Dissatisfaction within the publics concerned, may lead to stay away any organization, from acuiring any prospective results,that it aspires for. So, it is almost true, that an unseparable relationship, has been lying, between any organization and its several publics concerned.

* Process Of Pubic Relation:- Today’s Public Relation, is entrusted to assist and safeguarding the modern industrial management,as to impulse its (management) functions in better way or manner. Public Relation is an indispensable function which is universally accepted, for its effectiveness and practicability. The process, which is followed by the Public Relation functionaries, are as follows;

(a) Fact Finding i.e. research and analysis of various opinions, issues generated from the publics concerned.

(b) Planning i.e. policy formulation, programming and target or goal setting.

(c) Communication i.e. implimentation of lanned communication activities and execution

(d) Evaluation i.e. assessment of feedbak, adjustment and modification





*Benefit Of Public Relation :- Public Relation plays a vital role, for the implimentation of management functions in any organization successfully, and helps to take correct decision and necessary action towards the public opinions and interests as well. Among the other benefits , as brought by the Public Relation functionaries are as follows;

1. It helps in promoting the sales of products or services of the organization concerned.

2. It can create a favourable situation or environment for the organization, with a view to deal with its publics for better acievement in future.

3. It helps the organization, in achieving the desire goal.

4. It obviates misunstanding of publics competently.

5. It nurtures as well as encourages an environment, as any organizationto may incline to attend and perform, more developmental works for the society sincerely.

6. It can induce other inteligent or competent persons to work or render better performances, by establishing sound co-ordination, within the organization.

7. It creates an environment, where the ‘publics’both internal and external, can extend their views and opinions covering their interests and satisfaction, without any barrier or hesitation i.e. liberally.

8. It renders a lot of informations and interpretations to the various publics concerned, through sustained communication.



* Application Of Tools & Methods In Public Relation:-

Beside all other activities, related to the public Relation opration, the main objective of the PR group, is concentrated to inform and aware the diverse publics, all about its organization. So, the PR group, with the help of different tools or methods, render message and information to its various public. Such messages are prepared, according to the nature and necessity to the public concerned with the organization.. For this purpose, the PR group usually, take resort to some effective tools or means to communicate the target public like, all mediums of mass communication, Press Release, other printed materials like news letter or handbill, slides and news real or other types of visuals, audio and video cassettes or CDs etc, that can lead to the concerned publics bitterly known of all about the organization. In addition to those tools applied for communicating the diverse public, a few more another tools which are applied in this regard are meeting, spot campaigning or any other social function.



* Scope Of PR And Its Ability To Face The Challenges Of Present Complex Situation:-

The growing need of Public Relation practice, is not limited within the heavy industry, corporate or big buiseness houses only, but, it is required with equal importance, to many other medium industries and buisenesses or services also. It is true, that faster development with subsequent changes, that are taking place in several segments in our society. Beside this, it is also observed, that the intelligence and sophistication within the various publics, are in increasing order as well. Naturally, lavel or state of satisfaction and perception of comfortablity , within the people, has considerably been upgraded. The shape of people’s desire or interests, can not easily be identified or measured. In this complex and uncertain world of business of every type, where fiercing competition is prevailing, the need of ‘Public Relation’ isindispensable . Public Relation practioners, may find themselves, to be fit and right, to tackle numerous problems, that can take place in any organization. Theinteligence, competence and analytical power of Public Relation practitioners, might be able to set a mutual understanding between the organization and its publics. The PR practitioners, may bring the public opinions in favour of their organization., with the aid of their abilies of persuasion and convoncing as well as bringing satisfaction within the publics as well.

The growing complexities and competition in the commercial arena, which is a common phenomenon of the world, would require to obviate or overcome somehow, for the sake of any organization that it does confront intrinsically.. In this regard for handling such challenges satisfactorily, resort to PR practioners, would be indispensable. A very good and favourable environment,and that could be produced successfully, by the prudent and inteligent PR practioners. So, a lot of scopes are evolving, and in near future,a lot more are awaited. The need only,higher performances with greater abilities,that PR professionals would posses, in rendering appropriate messages produced by them, to the targetted audiences i.e. publics,as to bring change, in the ‘attitude and behaviour’of those intended people, moulding their ‘opinions’ ultimately. The function of moulding the opinions, is the most challenging task to the PR professionals indeed,which can bring a favourable situation for the organization, for achieving the goal.

* Ethics And Code Of Conduct In Public Relation:- The code of ethics, is an essential part of every profession, that should be followed and maintained , with greater carefulness and regard as well. Basically, ethics could be conceded as the matter of choosing the ‘rightness’ or ‘wrongness’ on any happening or issue , according to the best of one’s judgement and conscience of its own, as to bring good or evil for the society as a whole ultimately. Ethics can be considered as a yardstick, that can lead any competent authority or executive of any organization, to run its organization in proper manner and ideally,being entrusted with the ‘truthfulness’ , ‘fairness’ and ‘trustworthyness’ and accuracy as well.



Ethics must not entertain anyway of these,are as follows;



1. Supression of news or information to the publics anyway.

2. Misinterpretation of any fact or issue.

3. Fake or unrealistic promise, that is not achieveable.

4.Undercutting the other competitors.





Public Relation Society of America ( PRSA), had been adopted effectively, the updated code of professional standards for practice of Public Relation , dated on 29th April,1977, by replacing the earlier in force during the year 1959 after being revised from 1954,when it was first constituted.

It aimed and put emphasis more, on serving the interests of the clients and employees. Moreover, it paid supplimetary attention towards better communication,co-ordination and co-operation,as to set up good understanding among the various groups, institutions or organizations and diverse individuals in our society.

The members of PRSA, took oath for better Public Relation services to the publics concerned , was as follows;



We Pledge;



1.To conduct ourselves professionally, with truth, accuracy,fairness and responsibility to the public.

2. To improve our individual competence and advanceour knowledge and proficiency of the profession through continious research and education.

3. And to adhere, to the articles of the ‘Code of Pprofessional Standards for the Practice of Public Relation’, as adopted by the Governing Assembly of the Society.



Note; The articles have not been included here.



Role Of Public Relation:-



Public Relation plays an important role, in keeping smooth relationship between the organization and its diverse public. It is undeniable, that Public Relation can create an environment for ‘understanding’, where any organization and its varios public can work together mutually, in serving the purposes for both sides. It opens the door as well as invites, for easy exchange of news and information, interaction and discussion taking with an issue or fact, free expression, opinion and comment from any individual ,group or public in large. Public Relation professionals mange, to minimize the gap between them and their diverse public, with a view to eradicate any discontentment lying within the public. Public Relation aims at, moulding the attitude and bringing changes in behaviour within the public, as to promote the products,services or any ideas. By rendering necessary message or information, it increases awareness as well as interests within the various public concerned.Through the process of persuation,Public Relation professionals enable themselves, in leaving good impression within the mind of the public about their activities. Over all, Public Relation wing of any organization acts as a ‘catalyst’, in keeping a tie-up with its public and its organization., by eleminating any controversy sustained between them. PR group contributes efforts relentlessly, towards retaining and increasing the goodwill as well as the image for the organization.



Impact Of Public Relation:-

It is almost true, that the impact of Public Relation can not be measured, by any such yardstick, as we have in our hand. Although,we can never deny its necessity anyway.But, it is cognizable, that a smoth and fair relationship, has been held between the organization and its diverse public, due to the involvement of PR functionaries with their planned and sustained.activities of Public Relation. PR functions can command, in establishing ‘mutual understanding’ between the organization and its target public as well as, in achieving the desired sales target for the organization. Beside this, PR functionaries of different ministries or departments, in the government of any country or state,are engaged,in making the people aware and conscious about different types of problems existed in our societyand how to overcome thosesuccessfully. They render useful informations in combating those problems like, ‘increasing population & unemployment’, ‘Malaria & Tuberculosis’,’Children & Women education’and others, relating to various agricultural matter etc. The PR functionaries,throughtheir different programmes of campaigning, councelling even paying door-to-door visit, try to make the people aware and active regarding those vital issues.





Advertising And Public Relations:-

Beside the Public Relations, there are two more important aspects of communication, by means of which publics are being informed in certain manner, that thay (publics) might be influenced, for buying the launched products or services available in the market. These are ‘Advertising’ and ‘ Publicity’. Public Relations, Advertisement and Publicity, all have the common objectives i.e. to communicate the vaious publics- to render important informations on the products or services as any organization have produced –or interpreting any fact, issue or controversial matter-as to mould the publics opinion, by creating a favourable situation for the organization concerned.

Advertising can be defined, as the presentation of any message or informations to the public,as to attract them, for buying any products, services or any idea,through various channels of communication (media), and printed on hoarding or sign board etc, in any public place like bank or hospital,in the paid form.

Advt is ‘an art of rendering message or information ,to the diverse publics, in the paid form, through various channels of communication,as to influence or attracthem, for buying it’.

Objectives of Advertising:-

1. To reach to the maximum numbers of consumers for the brand ( like, ‘Amul’ or Asian Paints’).

2. To pick up the sales of the intended brand as well as the profit for the organization.

3. To intercept the fiercing competition in the market.

4. To retain a sound ‘ image’ as well as ‘crage’ for the brand or products or services, within the consumers.

5. To inspire or motivate the repeat purchase from the consumers.



Types of Advertisement:-

1. Brand or product Advertisement.

2. Institutional Advertisement.

Brand or product Advertisement”- Is is that type of advertisement, which renders informations or message, for the products or brand,as to generate awareness and interests or emphasis within the people. For buying the products or services, to achieve a desired sales for the organization who sponsors it. For example, Lux, Cadburry,Thums- Up etc.

Institutional Advertisement:- It is a special type o advertisement alternatively, recogonized as ‘Corporate’ or ‘Prestige’ advertisement. It does not present any message or information in elaborating form i.e. in lengthy form, to the people. It comes to the public, ‘as fer brief or specific as possible’,just exhibiting company’s logo,sign or synbal, as to make it recogonizable easily as well as quickly, to the public without saying more for it. Institutional or Corporate advertisement generally, is floated with a greater ‘confidence’ and control on the message, in distinguished form as well, than other traditional advertisement, that we see intrinsically. Corporate adverisement carries a prestiggious and qualititative presentation over all.

Publicity:- Publicity is also, a form of presenting message or information to the various publics,initiated by the media concern itself,on behalf of any organization or business enterprise. It happens so only, when an organization deserves such degree of ‘credibility’ as well as ‘reputation’ in the market as well.Credibilty and reputation, that could only be earned by any organization, after working with greater ‘responsibility and accountability, not only in the market, but also for the society as a whole. Media concern like, newspapers or magazine,radio and television channels, pay their attention towards focusing necessary details to thepublic ,as to get them well known and informed as well as aware of such prestigios organization or institution and its activities whatsoever, by their own efforts and initiatives. Such publicity through mass media,is possible only, when the spokesperson of any organization can establiss or set up a compact relationship with different media concerns.For this why, PR wing would require, to exercise and maintain ‘media relation’regularly.






Introduction:-




With the spreading and advancement of different type of businesses, services or other entrepreneurship, the need of specialization or expertise group was becoming indispensable day after day.In running different big buisiness enterprises or corporate house successfully,the creation of such specialized groups, that have been able to establish their predominating competence and insurmountable needfulness in our dynamic society as well. Irrespective of any kind of confliction in between them, they have somehow been inter-dependent,co-related and supportive well,in materializing any any bigger objective.Present corporate world, is equipped by these competent groups or expertise teams, who quietly keen and prudent, in performing or materializing the best possible result for the concerned organization.



Public relation refers to, such kind of specialized teamworks, that indulges or nurtures a co-ordinated and planned activities in sustained manner,as to make an environment for generating favourable attitude within the publics concerned, through programmatic communication with the exchange of updated information and ideas, and taking action or steps towards any grievance lying within them (publics’concerned), in achieving the desired target or goal for and on behalf of any organization. Public relation is both ‘art’ and ‘science’ at the sametime.Public relation aims at influencing public opinion as well as keeping public attitude intact, through a process of persuation, convincing and rendering assurance or promise. Publicrelation relation attemts to pay heed to ‘publics’ sincerely and seriously as well. It oftenly try, to minimize the gap between the organization and its ‘publics concerned, as to win their (publics’) support for keeping up and streangthening ‘goodwill’for the organization.



Defination:- There is no such consolidated definition, that could depict the meaning of public relation in single or abriged form. According to the Institute of Public Relation, UK, that defined public relation as “the deliberate, planned and sustained efforts to establish and maintain the mutual understanding between the organization and its public”.



The first World Assembly of Public Relations Association, held in Mexico City in August 1978, which defined public relation as, "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."



In straightway, it can be said, that public relation concentrates its major efforts, towards monitoring the public attitude and opinion, through a deliberate process of communication, as to make it favourable for the benefit of the organizationconcerned. More precisely to say, that public relation refers to a planned and sustained communication based efforts, as to convert the public atttuide and opinion in favour of the organization, as to bring benefit ultimately.

Public relations is used to build rapport with employees,shareholders, customers, investors, voters, or the general public Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations.



* Objectives Of Public Relation:-

The main objectives of public relation, in the eyes of public relation professionals, is, to bring benefit and profit for the organization concerned. Beside this, it aim to uphold the interests as well as the image for the organization or companyalso. , a few more important points would require, to take into account seriously by the PR persons,in performing the activity of public relation duly, as to earn ‘credibility’,’goodwill’and’ ‘relieibility’from the greater numbers of consumers in the market, which can be stated as follows;

(1) An easy accessible two-way communication

(2) An environment for mutual understanding.

(3) Listening or carring the public opinion

(4) Awareness of social responsibility



.

Public relation professionas, must consider the above mentioned pointsindispensably, as to acquire the best result for its own organization. To say broadly, in this regard, the two-way communication system would require, to access and prioritize the ‘public response’ or any grievances lying within the public. Without having adequate provision for this needful ‘two-way communication’ system, a wide gap might be generated between the organization and its associated publics. An organization may have several publics of different segments. Misunderstanding, distrust or dissatisfaction might produce within those detached public,due to lack of needful communication. Such communication gap can never encourage anykind of exchange or interpretation of ideas and informations anyway. Response or feedback whatsoever might be, from the end of the publics,should always be assessed or judged very carefully and attentively in best manner as possible.If feedback is not received or accepted properly from the publics off and on, then dissatisfaction or displeasure may continue to grow within them. Later on, such dissafaction may lead them to disfavour the concerned organization. It could definitely be harmful to the organization.

So, an uninterrupted ‘two-way communication’ system, is necessary, to set-up a desired mutual understanding between the organization and its various ‘publics’ involved. Any organization, must have both internal and external publics. Internal publics are those, who are internally associated with the organization like, employees, shareholders etc. External publics are those, who are involved externally like, suppliers,consumers,legal authories and govt officials, media etc. If mutual understanding, has duly been set-up within the organization i.e. a very good and favourable wave of mutual understanding,is existed throughout the organization then the targetted or desired outcome that could be expected intrinsically. Mutual understanding can improve the quality performances within the employees in an organization, that can lead to proper use of raw materials, waste control, qualitative finish products. Mutual understanding can develop confidence within the shareholders or investors internally within the organization. Externally, mutual understanding can generate sincereity, initiatives and sense of responsibility even also, within the suppliers, selling personnels,consumers, dealers, govt officials and media persons at the sametime.Lack of mutual understanding, may hamper these combination of different services,that are indispensable to any organization, for achieving maximum return or outcome. In increasing efficiency, within several segments of any organization, mutual understanding play the vital role , that can never be avoided, in no way.

Another great part,would require to accomplish i.e. listening or carring the ‘opinion’ of public. Public opinion is is very sensitive and complex part and oftenly been deflected. Public opinion remains suppressed and incognizable aswell. So, a programmatic contact or communication,which is the important part of public relation practice,would require,to moitor the public attitude as to coverge the same to a favourable opinion for the benefit of an organization.

* Public Opinion:- It is the aggregate of individual attitudes or beliefs held by the adult population. Public opinion can also, can be defined, as the complex collection of opinions of many different people and the sum of all their views.

The principle approaches to the study of public opinion may be divided into 4 categories:

1. quantitative measurement of opinion distributions;

2. investigation of the internal relationships among the individual opinions that make up public opinion on an issue;

3. description or analysis of the public role of public opinion;

4. study both of the communication media that disseminate the ideas on which opinions are based and of the uses that propagandists and other manipulators make of these media.



And at last of all, the Public Relation wing of any organization, must have shouldered its responsibilities very carefully towards the benefit and development of the society, where it belongs to.Any organization should carry the ‘ideals and vision’ for bringing any desireable ‘change’, although might be little, for the society. There are so many jobs left incomplete in the society and would need to be accomplished cordially. By such accomplishment of doable jobs left whatsoever, may surely, satisfy the need of the society people.It should never forgotten , that unless any development or any ‘change’ is brought for society,any organization would also, never be able to run in order and satisfactorily in that society.To think and work for the benefit society, would bring a good return for any such dedicated organization ultimately.

* Role Of Public Relation:-

Public relation (PR) is a management fuction, which aims at public attention and opinion.It seeks public trends or inclination, as to assess or judge, with a view to monitoring their attide and opinion. The target of public relation remains stick to make the public opinion favourable as fer as posible, for increasing the image andgravity of the organization concerned.The successfulness of any organization depends much more, upon the favaourable or supportative consensus generated from the concerned grops of the people. Any organization has different groups of people or public,that can vary from organization to organization, according to the nature of buisness or dealing it does undertake. Public relation indeed, plays a vital role for and on behalf of any organization for developing a consolidated relationship as well as understang between the intended organization and its several publics.Public relation oprates and maintains,a programmatic rapport with those publics,through a process of communication.Through such communication, public relatin professionals convince, counsel and inform their targetted publics,as to mould or convert the attitude and opinion of the said publics.Public relation practice is an effective way, that can allow or lead any organization, in achieving a soft and smooth relationships, protecting the image and goodwill, Beside this the public relation personnels listen to the grievances or any problems and promoting sales or services successfully. left unsolved, as find an amicable solution for it. Thus , satisfying the possible needs of the concerned publics, public relation professionals win the goal for the organization ultimately.PublicRrelation pratice, does not care for its organization only. It works also, for the development of the society as well.It responds to the needs of the society as fer as possible.It encourges different steps towards many programmes like education, games & sports, entertainment, and healthcare, specially for the children and women beside the government’s stride. Public Relation practice, can perform a combine roles, that enables any organization,in achieving the goal or target as well as it can bring the progress for the society as well.

* Limitation Of Public Relation:- Public Rrelation can render unfailling or unbeatable performances, in acquiring ‘goodwill’or retainning ‘image’for its organization concerned . Not only that, it helps also, in promoting sales of products or services concerned for the organization. But, it is thinkable deeply, that the success of any organization does not come only, by creating propanda or by giving false assurance or promise. It is not so gimmic or eye washing tactics to win the goal always and everytime for the organization. Public Relation practice, has been stood or established on a strong foundation of ‘truthfulness’ and ‘positive intent’ as well as entrusted with certain principles and ethics as well. The ‘image’ or ‘goodwill’ of any organization, can not be grown or acquired overnight, through certain single drive or effort paid for it. It could be earned or achieved so, by a planned and sustained process of communication and efforts, towards satisfying the needs of various publics that the organization have, in dedicated manner. Public Relation practice is based on nurturing truthful and trustworthy movements and activities, that can lead to earn the ‘credibility’ and ‘confidence of the various publics, concerned with any organization. If the top authorities or the proprietor group of any organization, do not accompany or allow, such way as derived or set by its PR(Public Relation) group, as to establishing the image or goodwill for it. Indeed, Public Relation can not be established or implimented successfully, without having consent or approval from the apex lavel of management or proprietory.

* Nature Of Organization And Its Publics:- The practice of Public Relation may differ organization to organization, that depends upon the nature of the organization. For instances, A car manufacturing company deals what,must differ from a universty or any newspaper organization deals what. Because, any car manufacturing organization has been engaged in car-making and selling of its manufactued product i.e. car, to their customers. While,newspaper organization sells their products i.e. newspaper or any other periodicals to its various readers who are refered to customers also, again a university which renders education to its innumerous student,who could be acknoledged as customers, by the university equally. So, we can consider, those ‘car purchaser’, ‘readers’ and ‘students’, who have been existed, in separate identities, but with a common recogonition as ‘customers’ to all organizations in broader sense. The term ‘Customers’, bears a common nature of consuming, different products or services available from different organizations ,institutions or any other enterprises. These ‘customers are looked or considered, as the main public of any organization or any other buiseness enterprises. Beside this, any organization has other types of publics, who are involved or associated with the organization concerned. Any organization may have required raw materials or any other materials or services anyway, from any other suppliers or providers of that imortant parts. These suppliers or service providers, could be considers as being the publics of the said concern or organization. Moreover, any organization must need the eployees, to carry out its different functions or works at least. So, these eployees, could be acknowledged as the public of the said concern. Like that, shareholder, investors, dealers, advertisers or media, are the exaples of public. Here we see, that the nature and existence of the publics may vary from organization to organization that depends upon the nature dealing or activities of the organization concerned. Because, all organizations can not have simmilar types of activities.Naturally, the public relation wing of every organization,would require to look after or pay attention to its associated publics specifically.Dissatisfaction within the publics concerned, may lead to stay away any organization, from acuiring any prospective results,that it aspires for. So, it is almost true, that an unseparable relationship, has been lying, between any organization and its several publics concerned.

* Process Of Pubic Relation:- Today’s Public Relation, is entrusted to assist and safeguarding the modern industrial management,as to impulse its (management) functions in better way or manner. Public Relation is an indispensable function which is universally accepted, for its effectiveness and practicability. The process, which is followed by the Public Relation functionaries, are as follows;

(a) Fact Finding i.e. research and analysis of various opinions, issues generated from the publics concerned.

(b) Planning i.e. policy formulation, programming and target or goal setting.

(c) Communication i.e. implimentation of lanned communication activities and execution

(d) Evaluation i.e. assessment of feedbak, adjustment and modification





*Benefit Of Public Relation :- Public Relation plays a vital role, for the implimentation of management functions in any organization successfully, and helps to take correct decision and necessary action towards the public opinions and interests as well. Among the other benefits , as brought by the Public Relation functionaries are as follows;

1. It helps in promoting the sales of products or services of the organization concerned.

2. It can create a favourable situation or environment for the organization, with a view to deal with its publics for better acievement in future.

3. It helps the organization, in achieving the desire goal.

4. It obviates misunstanding of publics competently.

5. It nurtures as well as encourages an environment, as any organizationto may incline to attend and perform, more developmental works for the society sincerely.

6. It can induce other inteligent or competent persons to work or render better performances, by establishing sound co-ordination, within the organization.

7. It creates an environment, where the ‘publics’both internal and external, can extend their views and opinions covering their interests and satisfaction, without any barrier or hesitation i.e. liberally.

8. It renders a lot of informations and interpretations to the various publics concerned, through sustained communication.



* Application Of Tools & Methods In Public Relation:-

Beside all other activities, related to the public Relation opration, the main objective of the PR group, is concentrated to inform and aware the diverse publics, all about its organization. So, the PR group, with the help of different tools or methods, render message and information to its various public. Such messages are prepared, according to the nature and necessity to the public concerned with the organization.. For this purpose, the PR group usually, take resort to some effective tools or means to communicate the target public like, all mediums of mass communication, Press Release, other printed materials like news letter or handbill, slides and news real or other types of visuals, audio and video cassettes or CDs etc, that can lead to the concerned publics bitterly known of all about the organization. In addition to those tools applied for communicating the diverse public, a few more another tools which are applied in this regard are meeting, spot campaigning or any other social function.



* Scope Of PR And Its Ability To Face The Challenges Of Present Complex Situation:-

The growing need of Public Relation practice, is not limited within the heavy industry, corporate or big buiseness houses only, but, it is required with equal importance, to many other medium industries and buisenesses or services also. It is true, that faster development with subsequent changes, that are taking place in several segments in our society. Beside this, it is also observed, that the intelligence and sophistication within the various publics, are in increasing order as well. Naturally, lavel or state of satisfaction and perception of comfortablity , within the people, has considerably been upgraded. The shape of people’s desire or interests, can not easily be identified or measured. In this complex and uncertain world of business of every type, where fiercing competition is prevailing, the need of ‘Public Relation’ isindispensable . Public Relation practioners, may find themselves, to be fit and right, to tackle numerous problems, that can take place in any organization. Theinteligence, competence and analytical power of Public Relation practitioners, might be able to set a mutual understanding between the organization and its publics. The PR practitioners, may bring the public opinions in favour of their organization., with the aid of their abilies of persuasion and convoncing as well as bringing satisfaction within the publics as well.

The growing complexities and competition in the commercial arena, which is a common phenomenon of the world, would require to obviate or overcome somehow, for the sake of any organization that it does confront intrinsically.. In this regard for handling such challenges satisfactorily, resort to PR practioners, would be indispensable. A very good and favourable environment,and that could be produced successfully, by the prudent and inteligent PR practioners. So, a lot of scopes are evolving, and in near future,a lot more are awaited. The need only,higher performances with greater abilities,that PR professionals would posses, in rendering appropriate messages produced by them, to the targetted audiences i.e. publics,as to bring change, in the ‘attitude and behaviour’of those intended people, moulding their ‘opinions’ ultimately. The function of moulding the opinions, is the most challenging task to the PR professionals indeed,which can bring a favourable situation for the organization, for achieving the goal.

* Ethics And Code Of Conduct In Public Relation:- The code of ethics, is an essential part of every profession, that should be followed and maintained , with greater carefulness and regard as well. Basically, ethics could be conceded as the matter of choosing the ‘rightness’ or ‘wrongness’ on any happening or issue , according to the best of one’s judgement and conscience of its own, as to bring good or evil for the society as a whole ultimately. Ethics can be considered as a yardstick, that can lead any competent authority or executive of any organization, to run its organization in proper manner and ideally,being entrusted with the ‘truthfulness’ , ‘fairness’ and ‘trustworthyness’ and accuracy as well.



Ethics must not entertain anyway of these,are as follows;



1. Supression of news or information to the publics anyway.

2. Misinterpretation of any fact or issue.

3. Fake or unrealistic promise, that is not achieveable.

4.Undercutting the other competitors.





Public Relation Society of America ( PRSA), had been adopted effectively, the updated code of professional standards for practice of Public Relation , dated on 29th April,1977, by replacing the earlier in force during the year 1959 after being revised from 1954,when it was first constituted.

It aimed and put emphasis more, on serving the interests of the clients and employees. Moreover, it paid supplimetary attention towards better communication,co-ordination and co-operation,as to set up good understanding among the various groups, institutions or organizations and diverse individuals in our society.

The members of PRSA, took oath for better Public Relation services to the publics concerned , was as follows;



We Pledge;



1.To conduct ourselves professionally, with truth, accuracy,fairness and responsibility to the public.

2. To improve our individual competence and advanceour knowledge and proficiency of the profession through continious research and education.

3. And to adhere, to the articles of the ‘Code of Pprofessional Standards for the Practice of Public Relation’, as adopted by the Governing Assembly of the Society.



Note; The articles have not been included here.



Role Of Public Relation:-



Public Relation plays an important role, in keeping smooth relationship between the organization and its diverse public. It is undeniable, that Public Relation can create an environment for ‘understanding’, where any organization and its varios public can work together mutually, in serving the purposes for both sides. It opens the door as well as invites, for easy exchange of news and information, interaction and discussion taking with an issue or fact, free expression, opinion and comment from any individual ,group or public in large. Public Relation professionals mange, to minimize the gap between them and their diverse public, with a view to eradicate any discontentment lying within the public. Public Relation aims at, moulding the attitude and bringing changes in behaviour within the public, as to promote the products,services or any ideas. By rendering necessary message or information, it increases awareness as well as interests within the various public concerned.Through the process of persuation,Public Relation professionals enable themselves, in leaving good impression within the mind of the public about their activities. Over all, Public Relation wing of any organization acts as a ‘catalyst’, in keeping a tie-up with its public and its organization., by eleminating any controversy sustained between them. PR group contributes efforts relentlessly, towards retaining and increasing the goodwill as well as the image for the organization.



Impact Of Public Relation:-

It is almost true, that the impact of Public Relation can not be measured, by any such yardstick, as we have in our hand. Although,we can never deny its necessity anyway.But, it is cognizable, that a smoth and fair relationship, has been held between the organization and its diverse public, due to the involvement of PR functionaries with their planned and sustained.activities of Public Relation. PR functions can command, in establishing ‘mutual understanding’ between the organization and its target public as well as, in achieving the desired sales target for the organization. Beside this, PR functionaries of different ministries or departments, in the government of any country or state,are engaged,in making the people aware and conscious about different types of problems existed in our societyand how to overcome thosesuccessfully. They render useful informations in combating those problems like, ‘increasing population & unemployment’, ‘Malaria & Tuberculosis’,’Children & Women education’and others, relating to various agricultural matter etc. The PR functionaries,throughtheir different programmes of campaigning, councelling even paying door-to-door visit, try to make the people aware and active regarding those vital issues.





Advertising And Public Relations:-

Beside the Public Relations, there are two more important aspects of communication, by means of which publics are being informed in certain manner, that thay (publics) might be influenced, for buying the launched products or services available in the market. These are ‘Advertising’ and ‘ Publicity’. Public Relations, Advertisement and Publicity, all have the common objectives i.e. to communicate the vaious publics- to render important informations on the products or services as any organization have produced –or interpreting any fact, issue or controversial matter-as to mould the publics opinion, by creating a favourable situation for the organization concerned.

Advertising can be defined, as the presentation of any message or informations to the public,as to attract them, for buying any products, services or any idea,through various channels of communication (media), and printed on hoarding or sign board etc, in any public place like bank or hospital,in the paid form.

Advt is ‘an art of rendering message or information ,to the diverse publics, in the paid form, through various channels of communication,as to influence or attracthem, for buying it’.

Objectives of Advertising:-

1. To reach to the maximum numbers of consumers for the brand ( like, ‘Amul’ or Asian Paints’).

2. To pick up the sales of the intended brand as well as the profit for the organization.

3. To intercept the fiercing competition in the market.

4. To retain a sound ‘ image’ as well as ‘crage’ for the brand or products or services, within the consumers.

5. To inspire or motivate the repeat purchase from the consumers.



Types of Advertisement:-

1. Brand or product Advertisement.

2. Institutional Advertisement.

Brand or product Advertisement”- Is is that type of advertisement, which renders informations or message, for the products or brand,as to generate awareness and interests or emphasis within the people. For buying the products or services, to achieve a desired sales for the organization who sponsors it. For example, Lux, Cadburry,Thums- Up etc.

Institutional Advertisement:- It is a special type o advertisement alternatively, recogonized as ‘Corporate’ or ‘Prestige’ advertisement. It does not present any message or information in elaborating form i.e. in lengthy form, to the people. It comes to the public, ‘as fer brief or specific as possible’,just exhibiting company’s logo,sign or synbal, as to make it recogonizable easily as well as quickly, to the public without saying more for it. Institutional or Corporate advertisement generally, is floated with a greater ‘confidence’ and control on the message, in distinguished form as well, than other traditional advertisement, that we see intrinsically. Corporate adverisement carries a prestiggious and qualititative presentation over all.

Publicity:- Publicity is also, a form of presenting message or information to the various publics,initiated by the media concern itself,on behalf of any organization or business enterprise. It happens so only, when an organization deserves such degree of ‘credibility’ as well as ‘reputation’ in the market as well.Credibilty and reputation, that could only be earned by any organization, after working with greater ‘responsibility and accountability, not only in the market, but also for the society as a whole. Media concern like, newspapers or magazine,radio and television channels, pay their attention towards focusing necessary details to thepublic ,as to get them well known and informed as well as aware of such prestigios organization or institution and its activities whatsoever, by their own efforts and initiatives. Such publicity through mass media,is possible only, when the spokesperson of any organization can establiss or set up a compact relationship with different media concerns.For this why, PR wing would require, to exercise and maintain ‘media relation’regularly.

Modern Communication Techologies.

**Modern Communication Technologies **


1. Introduction:-



We are much ahead, in the different segments of our communication and information technologies, in the sense of availability and applications, by means of which we can enjoy the major benefits from it, as to sooth as well as to impulse our life ahead furthermore , where we can perform our every work with greater competence and in successful manner. Present communication means or technologies, can provide more faster and secured ‘transmission of information’ to us than earlier 50’s we had. Today, we can send or receive any kind of message without any hazards or delay in sustained manner , with greater satisfaction. Moreover, present communication technology, can command a greater part of interactivity than the traditional communication all, that we had, in earlier stage like print, radio and television etc. Because, then the ‘feedback’ generated from the audiences, were responded by the aforesaid media all,in delay quietely causing discontentment within the consumers or audiences significantly. It held so, due to inefficient as well as inadequate availability of communication technologies then. But now, we have achieved a significant power and ability, in the field of communication,in transferring any message very fastly and with greater promptitude as well. The part of ‘interactivity’, which is a significant feature in the field of present communication system,has made any communication more lively and effective too, in sustainable manner. So, today’s communication is highly rich,being accorded with sharp technologies,which can offer us, an upgraded status in the segment of telecommunication.



*A Brief History On Indian Communication *



The actual progress or development ,that took place, in Indian communication sector diversely, during the regime of Rajib Gandhi, when it began to flourish vibrantly with greater significance,from the year 1985. A prolific technocrat Sam Pitroda, being a non-resident Indian, was appointed by the prime minister then, Rajib Gandhi. Sam Pitroda did carry on the optimized progress in this regard of the development of communication field, through the contribution of his tiredless efforts and decative attitudein in all respect.

During the year of 1990, the telecommunication sector acquired a greater importance as well as priority, as to bring a harmonious relationship within all other sectors or divisions,for achieving significant development for the country. It was then the age of ‘globalization’, where the private entrepreneurships were invited or allowed predominantly , to run side by side, parallely with the government enterprises all. The ministry of telecommunication lifted up all license barriers and opened a new way for the unemployed youth to get involved in rendering telephone services privately. Thus,many ‘public booth’, were constituted in large, to provide STD/ISD facilitated telephone services to major Indians, who do not possess telephone individually. Beside this,many private organizations even many multi-national companies came to participate, as to operate and render their services in such greater field of Indian telecommunication. As the private service providers, TATA Indicom, Bharati-Airtel etc have brought diverse services with many attracted schemes and many other value-added services, in their operations, that they carry on beside the public sector organizations like, BSNL,MTNLand VSNL. The value added services include, ‘Broadband connection’, ‘Tele-conferencing’, Vedio- conferencing’ and ‘Web-conferencing (available recently), which possess a significant part of inter-activity,that can serve many purposes of innumerous communicators greatly, in many ways.







. Application Of different Communication Tools Or Devices:-



*Telephone*



It is the most indispensable device, and which is widely applied or used in the field of communication. In our present busy life. we can not think without telephone. Our every step or movement regarding communication , is indispensably depending upon the telephone. Previously, the performances of telephone was limited within a boundary, but we enjoy today, a communication across the world, due to availability of advanced technology , which is applied for better communication.



Basic Concept Of Telephone System:-



In general, informations or meassage, that can transmit, from sendor’s end to receiver’s end, after following three basic steps,which happens almost in every case transmission of such message. These are as follows:-

(1) A transmitter receives message or informations from the source and converts it to a signal.

(2) The produced signal , is then allowed to transmit through ‘physical channel’ i.e. free space channel.can carry such signal.

(3) A receiving transmitter collects that signal and converts it back to same in the usable form informations orwords.



Telecommunication over telephone lines is called ‘point to point’ communication ,because it happens between one transmitter and one receiver just. Telecommunication through radio broadcasts is called ‘broadcast’ communication,because in this case, communication is held between one powerful transmitter (of the radio station) and numerous low-power but sensitive radio receivers (of the audiences). Telecommunications in which multiple transmitters and multpile receivers, have been designed to cooperate and to share the same physical channel, are called mmultiple system.



Mobile Telephone:- . An extensively used device, in the present day’s communication. Mobile networks today, can renderso many attractive services, to its consumers,which are affordable indeed. The technology of mobile technology, is following to the transistor radio broadcasting system and its technique as well. In a single platform of communication system, we can procure different type of programmes as, those are availble from the readio and television usually. Beside these, net-surfing i.e. ‘Internet’,an important service of present days, that could be accessible from such small but powerful device like mobile and its operating system s esily.Irrespective of the riches or poors, mobile, has been existed as the ‘beat of the life’,in this advanced world.







2. A Way To The Advanced Telecommunication Technology”-



The internet, cell phones, fax machines and pagers are a way of life in modern society. All these technologies are based on lasers and fiber optics indispensably. The principle behind a laser lies embedded in the heart of quantum mechanics,which was developed by the great scientist Albert Einstein. Later on, it led to explain the photoelectric effect in 1905 and showed that electrons could absorb and emit the energy of photons. In 1917, he made it possible to discover, that this emission could be “focused” so, that it could occur in the form of ‘single frequency’. This is popularly known as “stimulated emission”. This principle was applied, by the scientists, in stimulating the emission of microwaves with the help of a device, called ‘maser’. Again, by applying the same principle to the visible light, accompanied by a device, recogonized as ‘laser’. But, steady laser light could not be produced anyway and so, in both of these two cases of innovations, did not come,as to be fruitful aand useful as well.



Then, it was the age of developing semi-conductor technology,in producing semi-conductor laser.Till then (during 106-), the researchers had the ability,to operate laser light through the. semi-conductor layers uninterruptedly. But the moment required,an exclusive method, that con transmit such laser light across the larger distance. The scientists commanded then, the control over transmission of such laser light, through a shorter distance, by using glass-fibre technique, where light loss remained in sustainable manner. Later on,with the application of fiber-optics technique, the researchers made it possible,in communicating a long distance,through successful transmission of signals closlng to 1970. From then, through commercial services rendered, it came to our daily life in regular manner worldwide.\

. Optical fibers today, has become the backbone of the telecommunication system worldwide. These significantly delicate strands of glass, each of which is thinner than a human hair, although strengthy and feasible than steel,were designed to carry a large number of data, that can be transmitted through an form of light- tightly focused laser beams.Both of the combination of these two, lasers and optical fibers have unbelievably enhanced the performance as well as sharpness of the international telephone system.** With equally striking improvements in computing, the new communication technology has fueled the exponential growth of the phenomenon known as the Internet.

Communication Networks:-

There are two types of signals in any communication system. One is ‘Analog’ and the other one, is ‘Digital’. Analog signal varies, with respect to the informations being received by the transmitter for transmission further. It produces ‘noisy’ signal, by absolving ‘noise’ from surrounding areas and lacks clarity,at the stage of usable form of such informations ultimately. On the other hand, digital signal is being encoded, by giving some numerical values ( 0,1),which is decoded later on to get its usable form of informations duly, with greater clarity practically.Here, noise can not inflict the signal in digital method of communication.

Communication network , is an assemble of a number of transmitters, receivers and communication channels. In analog communication type, it undertakes ‘switche’ to connect one or more receivers, while ‘router’ is used in digital type of communication. Repeater is included , in both type of communication system for long distances.

Here, in transmitting the produced signal, a vital role is played by the ‘channel’, which is of two types. One is ‘physical channe’ and the other is ‘ free space channel’. Physical channel is the medium, that carries signal between the transmitter and the receiver, includes the medium like, atmosphere for sound communication. Optical glass fiber, can be used for some other optical communication. While another type of channel takes to its account various medium like, visible light, infrared light and ultraviolet light etc. for transmitting signal between transmitter and receiver, is recogonized by ‘frees space channel’. So, present telephone system has been devised uniquely, as to make any longer distance, to be connected very fastly with greater clarity and prominence of the transmission of information or any message without any suspiction and trouble at all.

** Computer Networks**

Computer networks implies, an interlinking or inter0connecting system, and that can take place among the number of computers, with view to share and analise data and other information. More than four decades ago, such idea occurred, which could better be implemented , for communicating internally, within a big business organizations or corporate houses, with a view to establishing efficient management standard and in decision making promptly, as to achieveing the desired result for the organization as well.Formerly establishment of such computer networks, would only be possible , within an organization or any other institution like university, reaserch centre,and depertment or ministry of the state, due to high prices of computer, which was unaffordable indeed. Although, the prices of computer began to come down closing to 90’s, and the use of computers were uplifted naturally, that inspired such computer networks to build in profusely, within many organizations and concerns. Then, such computer networks became the .an essential part of ‘internal’ communication, in running any organizational activity satisfactorily and successfully. On the other hand, presently such computer networks has been applied in such a way, that can connect different receivers, staying at different remote places throughout the world, which can transmit data, audio and even video also, to the different receivers simultaneously. It is widely known as ‘INTERNET’ i.e. international networking. It is most powerful tools or means of present communication. Worldwide web (www) is the most powerful platform,that formed after the global understanding, which allows ‘browsing’ internet or ‘net-surfing in different tracks, as to send or receive data,files including audio and video, picures even moving portion of that etc. Inter has open a new horizon, for faster communication, that carries both trustworthyness and security as well. We can send our written messages to anyone by mailing electronically ,within 20 seconds irrespective to any longer distance in the world satisfactorily. Yes, today, there are so many reputed e-mailing service providers like, ‘Hotnail’, ‘Gmail’ ‘Yahoo ! mail’ etc, render such faster mailing service electronically to many users worldwide. Beside this, we can read different newspapers, that are published on the different websites, as the leading newspaper organizations send and maintain the same for their users. We can do so very easily, just by writing the address of desired website on the web-browser of the internet in our computer.Moreover “ Tele-conferencing” has come to our life in the form of ‘video- conferencing, audio- conferencing and web- conferencing , which are updated forms of business communication, that can serve many purposes of users or consumers as well.

Tele-conferencing :- It is the greater part of present communication system, that inspires or serves the purposes of the business or institutional communication specially or in the other forms. Tele-conferencing can ensure the transmission of different datas, audio & video files and can establish required conversation staying in different places throughout the world i.e. ‘face to face’ communication virtually. Tele-conferencing can be sub-divided according to its forms, are as follows;

Audio- conferencing:- It involves specially, the transmission of informations or message, in the form of ‘audio’ files alongwith the talks between the connected participants in this network..It does not entertain, the transmission of any kind of graphical presentation or any other form of pictorial presentation anyway. The conversation, that could be taken place, in between two or more connected persons at this network, staying at different remote places.Video conferencing:- It is the most alluring as well as effective means pf communication in the present days. In this methode of communication, datas,graphs pictures or any other animated forms, that can easily be transmitted, alongwith the audio form. It is widely preferred, in establishing a very good business communication system within any big business or corporate houses effectively.

Teletext:- It is a particular type of broadcasting technique, by means of which any important even urgent information or message, that could be tranmitted instantly over the screen of the television,as to serve the various needs of the users or consumers. The ‘vertical Blanking Internal’, which is residing in the television and not visible normally. But , after being activated, by the teletext ‘decoder’ at the receiving end, the television screen starts to display the text message and other information, instead of normal television programme. It can help the viewers , by broadcasting the most important information or any urgent messages on the television instantly, with a view to making them aware as well as to serve their needs as well.

Radio-text:- It is an another type of technique,of broadcasting datas and other textual materials on the radio, particularly on ‘FM’ band, that possesses higher frequency in comparishon with other bands like ‘Medium’ or ‘Short’ wave radio transmission. Radio-tex provides important or urgent messages for viewing on the computer screen , to the users, who have been equipped by ‘Decoders’ at the receiving end. The facilititated viewer can enjoy or use the the messages from the FM radio in the printed or any animated form, by collecting the transmitted signal, as sent by the radio station. It is an advanced part of radio transmission,that can serve many purposes of intentious users.

Videotex:- In a consolidated definition, videotex implies the systems, that can provide interactive content and display it on the television, typically using modems to send data in both directions. It has close relationship with Teltext. The differences is, that Teltext sends data in one direction only, typically encoded in a television signal. Sometimes the term viewdata, is used to describe all such systems generically. Unlike the modern Internet, traditional videotex services were highly centralized.

Cable Television:- Present television networks almost, have been integrated with cable distribution system for their better performances and broadcasting quality. .Today, we can enjoy the television programmes with greater visual quality, clarity and accessibility. Satellite communication technology, has made it possible.

Satellite communication can be set, by sending a satellite from the earth, to a remote place in the space at a distance of 36000 km ,where it moves around the geostationary orbit in turn with the replacement , by other satellite sent accordingly. The sent satellite receives signals, ejected by the earth station, and the same is transmitted to the receiving end in the earth i.e. our domestic television. Satellite communication, has not been limited within a small geographic region only, but it can transcend any part of the world also,as to distribute the programmes of various channels of the television. Today , the programmes from BBC, CNN, and Discovery networks are available in India, due to such facility, that has been awarded by the new communication technology.Satellite communication,has been appeared as an indispensable way of social development. Today, we can receive many informations regarding weather and climate or any geographic region or spot,which is not reachable easily. Beside this, satellite communication is applied in many ways, for security purpose,as to protect the country both internally as well as externally. So,advanced communication for the modern society is almost, depending on such powerful medium.

Comparison Between Modern And Earlier Communication TechnologiesSo, the :-

The modern communication technologies, in the true sense, have left the traditional communication technologies far behind , regarding its performing adikities in many ways. We can find so, an extensive distinction between the modern communication and the traditional communication that early we had. We can identify, the edge and highness of present communication system instantly, which is uninterceptive as well as unbeatable as well. We had achieved what ability and availability of several facilities ,in our earlier communication segmenta, was futile indeed, as compared to the present communication sector or system, that we deserve now. It happened so, that in earlier stages, due to lack of sufficient technologies in advanced state, we had to face many troubles and sufferings in our life then, as well. But now, we deserve, a recommendable highness with greater competence, in the field of communication, that has led us, to overcome various problems in our life regarding communication and in achieving an incomparable state of advanced humanlife as well as civilization for the world. Today, we have transcended everytype of delay, insecurity and dissatisfaction while involved in communicating with others, that had oftenly been held in our earlier stages , viz, in sending any kind of message on the way of exercising communicating with others. Modern communication system has been emphasized on sending messages, with greater fastness as well as with desired protection of informations at the sametime. Sending of messages, with promtitude, is the objective of the present communication system and which is ensured by the application of latest technologies available for this purpose.Bside this, modern communication system carries, a few more special characteristics over the traditional communication system. They are as follow;

Inter-activity:- Modern communication can hold this unique characteristics, by means of which it allows the involved users or participants in the communication networks, to share or distribute any files or documents among them. Also the participants , involved in the same communication, can go on discussion lively in realtime. Video conferencing or web conferencing, enables anyone to procure such enchanting live communication and that could be broadcasted over the television in the realtime. In the internet,one can chat or send instant message to one’s friend or other,by participating with any social networking website,being connected both ends at the sametime. The inter-active part of the modern communication syatem, has brought a significant change and fullfilment ,in serving the purpose of communication for the consumers indeed.

Asynchrocity:- It is also an another significant property of present communication system, that can provide a distinguished advantage to all users who have been involved in any communication network. Here, the involved or intended consumers , would not require to be engaged in the real time. For instance, anyone would not require to be attached with its own computer to receive any message or e-mail from other, without waiting for this purpose. Similarly, anyone can read or use any important news or messages from different news organizations, as sent by them to one’s mailbox, for using it later on conveniently. So, we can see, that the modern communication technologies, can render a greater independence to all of its consumers , as to enjoy the fruit of it, according to user’s own desire absolutely.

Personalization:- With the advancement of communication technologies, the way of using different communication mediums, has considerably been changed. Today, we do not require to use radia, television or surfing the internet,by staying or sitting infront of the radio, television or computer at all. We may enjoy those components, according to our desire conveniently without any constraint. If someone does use mobile phone, then he/she would be able to enjoy redio or television programmes, with the aid of that mobile handset. Even,sending of any message or e-mail to anyone anywhere, would also be possible,by connecting a laptop computer with that mobile handset. Today, we may involve ourselves in any communication system, by using or enjoying anykind of communication medium or component , either at a time or separately from anywhere, irrespective of any geographical boundry.



Social Impact of New or Modern Communication Technologies:-

We have lot of new communication technologies in our hand today. By means of which, we can execute different part of communication,as to fullfil our various needs as well. With the aid of those advanced technologies, weattained, a greater state of human civilization in this greater world indeed. But, it is not forgettable at all, that , such advanced technogies are not procurable to a larger portion of the people in the world. Because, those technologies are costly, that may not be affordable to the major intended cosmures or users, of such advanced communication technologies to serve their purposes. Beside this, these technologies are not available, in all places in the world. Moreover, the required competence, in applying those technogies for the purpose of communication, is not seen so significantly, within the major people in many societies in the world. Thus , two classes have been formed eventually.One is information rich and the other is information poor or retarded. The wealthy class of our different societies,have easy and quicker access to information, by those advanced technologies applied for communication purpose. Because they are capable of incurring high expanses in this regard. On the contrary, the economically backwarded class of people are unable to go parallely with the rich class of people indeed. So why, a larger portion of the people of the world, is deprived of getting updated informations having around the world . This major people, who belong to information poor class, still remain, under the control of those information rich class, who are enjoying the fruit of randomly used new communication technologies, in fulfilling their different objectives and purposes as well.

A havoc imbalancement, that has been produced, could be observed throughout the every society in the world. Thus, a significant information gap has been emerged across the different societies in the world, that has encouraged inequalty among the society people, regarding ‘economy’, ‘education’ and in procuring various advanges of the society at the same time. Due to this phenomenon sustained, has created ‘dissatifaction’ and ‘grievances’ in many ways, within the greater part of the society people extensively, and which seems, to be staying at ‘burtable’ position intrinsically. Such dissatisfaction and grievances, could initiate an outrage within the youngeration, which might lead to producing ‘anarchism’ and ‘turmoils’throughout the every society oneday. It is almost true, that easy access to latest information through the communication technologies, according to one’s desire,may lead one, to achieve and enjoy the most advantage of the society early as well.

Beside the above said, if the society people in major, have easy access to various updated information,with the aid of new technologies of communication, can save and support them in many ways in their life. So many urgent informations regarding ‘child care’, ‘famoly welfare’, ‘employment’, ‘agricultural development’, ‘education’ and ‘health care’, would be accessible to major people of the socity, as to facilitate their life as well.But practically, the major people o the society, have been deprived of such important informations, due to non availability and accessibility, to such latest technogies of communication. Thus, a larger portion of the society people, do remain in ‘darkness’of being unknown in manyways in their society predominantly. Poor economical status of different society and illiteracy extensively,may have kept them as ‘retarded’ in the society in many respects.

Mass Media & Society (Revised)

Introduction:-


A vast country like India,that has a massive number of populations, who are divided in different existences like castes, races, religions or groups,who speak in different languages,and who have different socio-economic and cultural status differing from each other also. But, ,whatever might be, the larger differences existed within us widely, India is still an integrated country by its own virtue and philosophical vision, that reflects its qualitative core characteristic of ‘unity in diversity’. Such characteristic of India, has greater implication and importance as well, in the perspective of Indian communication. Before, the infusion of such modern communication system,that we have at present, Indian communication system was profoundly based on oral communication. Such oral communication, was oftenly seen to be ‘one way’ and governed by the source or ‘sender’ mostly.Here,we have experienced also, that the role of the ‘receiver’ remained always, as follower and existed, as passive as well.In Indian communication process, the source or the sender, had always been appreciated to exist at higher end,while the receiver had always been considered to be lying at the lower end. Inequal status in any communication process, had always been experienced significantly.

In any situation of Indian communication,we hav ewitnessed, that the relationship between the source and the receiver,is that of dominance and sub-ordination.On the way of communication,the major part of the contents or ‘messages’ ,were religious and inclined to the practice of norms and values of the society. In the process of .Indian communication, a greater care and emphasis, that had always been paid by the source or sender , on the ‘context’of the communication rather than influencing the receiver at all, as held in western communication system practically

.

**Emergence Of Modern Communication:-



During the long period before our independence,when India was run under the governance of the ‘British Emperor’, a moderate and developed communication system, that was introduced,with a view to mobilize as well asto facilitate the administrative works all as well. With the advent of new technologies appliances,the communication system ascended to higher position or status , during the British regim. As the new age arived in Indian communication segment, our society went on a significant reformation and change as well. The new trend or order, began to eliminate the conventional practices all, that were lying in Indian communication process or system. by converting into new shape or form of modern communication,as to persuit the growing needs ofour society.At this advamced stage , where both industrial revolution and urbanization,marched forward side by side,the communication was no longer comfined as the means of satabilrty and humanity in our society. It began to minimize, the practices of religious and philosophical views and social norms,that we had in our traditional communication earlier.now, the task of modern communication, gradually transcending the preservation or maitainance of orders and stability in our transformable society.

But,whatever changes have taken place so far in the present communication system, we experience what significantly, is the presence of ‘inequality’ still lying the source and the receiver. Very often it has been followed, that the source or communicator, acted as ‘authority’ by considering the ‘receiver’ as, to be follower or subordinate. So,discontentment and tension, both are lying in suppressed form within many parts of Indian communication system The predominance tendency of the ‘source or sender’ over the ‘receiver’, has mostly been minimized particularly in urban areas rather than in the rural areas,which is still existing well.



**Perception Of ‘Mass Society & Media:-



After the independence of India, with a view to achieving further development in our country, among all other major steps or strides , those had been taken in thisregard,were ‘industrlialization’ and ‘urbanization’ both initiated an explosion in the sector of mass communication. Beside the expansion of industries and urban areas, application of new and updated technologies, were being required naturally in our communication system, In such a suitable environment, a revolutionary change, that had been taken place .both in the mass communication sector and the communication system as well, which led to create a ‘mass and heterogenous’ audiences as a consequence.Although,these portioms of people, who are largely involved in the present communication system, seem to mass people. But they do not cover the major portion of our society people or members. These largely involvrd aydiences in modern communication system, do not cover the ‘mass’ of people, that constitute a ‘mass society’after all. Only, it can command the relationships with the members of the society

A greater portion (70%) of our society members,who have been residing in rural areas, remote villages and any interio or border areas of our country, still depending on traditional oral communication i.e. restricted to direct face to face communication between the sender and receiver, as to serve their major purposes in their life.

On the other hand, the western pattern of communication, can involve the mass members of their society,who have been heterogeneous existed as being ‘ the mass audiences’ throughout their mass society. The major members of the western mass society,are able to enjoy or hold good the communication system, to a greater extent. Because,the advanced technologies, that have been applied to the western communication system,have properly been distributed prevailing the society. Moreover, the major numbers of the ‘mass members’ in the western socieiesy all, have the ability to access to the various components or medium of communication. The socio-economic status of the western countries all, allow such access to communication,that could be used at random,to the major populations of mass society.While parallel status in indian communication system ,is enjoyed by the ‘elite’ class , ‘political grups’,institutions and organizations,who cover a limited portion of our mass society.





** Communication Overview; Western Vs Indian**



Western communication can emphasizes in establishing a parallel status between the communicstor i.e source and receiver,as to enjoy ‘equality’ in the process of any communication held or to be held. In western communication, the communicator intends to influence the ‘receiver’ after all, rather than treating it (receiver) as the ‘recepient’.or ‘desirous’ one of its messages.Western communication is tremendously, emphasized on the application of such practices of advertisising and marketing approach to the receiver,in the process of communication in major cases. Such kinds of approaches, may lead to bring ‘change in attitude’ as well as ‘motive’ within the ‘individuals’,which is the prevailing tendency of the western communication, The western model of communication,have been engaged in implanting such concpt into both developing and under-deneloped countries,through focusing of ‘rational’ ,’independendent’ and ‘feasible’ messages to the ‘individuals’,as to suit the growing situation of competition as well.

But, the situation of our country, is quitely different from the western countries all. We have been groomed as well as accustomed with the practices of oral communication extensively in our Indian society. While approaching to Indian communication system, we would require, a very detail knowledge of its philoshopy , cultural and linguistic tradition also. We can not overlook the the most valuable hidden tressures,that all have been stratified within our prolonged heritage of five thousand years. Considering the present socio-economic situation ofour country, our communication system needs to be revised. We would require an adaptable model of communication,that may persuit our needs and purposes all as well.At present,communication could not be meant or treated, as the process of informing, educating or motivating the people only. Communication would need, to shape up in such meaningful manner,that may conform to our core or inherent nature of ‘collective consciousness’, lyiour throughout our society. ’Symbol accorded messages delivered in the process of communication, may hold good effectively manytimes, in utilizing such collective nature of inter-personal networks,that available in our society.



** How Do ‘Mass Media’ Act In Our Society ? **



.In our existing life, to go ahead further, with updated ideas and thoughts,with better comfortability and satisfaction, with greater awareness and stability,with proper direction and safty, we would always require,to be attached with the mass media, what it deliver its messages for us at least. Mass media deliver what, in the form of their ‘messages’ throughout the day, as to serve and fullfil our purposes andneeds, is undeniable as well as insurmountable also. .In other words, it could be said also, that we can not think at all, our ‘advancement’ and ‘fullfilment’ in our life without ‘mass media’ in our society. A house without ‘light’,is really, unfit for dwelling for anyone,while simmilarly, a society without any mass media operation or activity,either would run in wrong direction. or would remain as backwaded as well as immovable or ‘static’. It would never be desirable so, to any civic society at all. .Mass media support well us,in enhancing our ideas and thoughts as well as our knowledge by providing diverse messages or contents at a lot,which lead us to open our eyes, that can help us,in achieving our progress and prosperity individually, as well as the development for our society ultimately. Mass media inspire the society people, to look beyond what they see and impulse them towards achieving it in bettermanner,by rendering necessary counseling and valuable adxice to them.Mass media initiate the society people’s involvement towards the development for the country as well as the nation, in bringing ‘change’ultimately as a whole.It dedicate itsel relentlesslyf, in keeping a close watch or look over the major events of our society, that held beyond our everyone’s reach and witness, as to disclose all about it extensively throughout the society . It perform a greater responsibility in this regard,by disclosing all ,before the society. It seek or urge, for necessary actions or steps from the authority of the government, towards such unwanted as well as anti-eliments of the society for its eradication or demolitionduly. Mass media also, suggest the possible ways to the government, as to get the successful result in this regard.Mass media always, try to enlighten those areas,which are unprivileged as well as unprojected specially, in our society It awaken the people of that areas concerned, by pointing out their minimum responsibility to their society as well. It can give birth, by lighting up in the mind of the society people, to a greater sense of ‘ individual’s right’ and it’s implementation within the respective society. Mass media act as being the ‘tutor’ of our society. It search for many ‘errosr’held prevailing our society, as to pick it up for making the most useful reports for our knowledge and awareness as well. Mass media also entertain necessary discussion or debate on any important issue of the country,by inviting or calling the society people into participation in this regard. Here different opinions from the different people,get reflected,as to forward all to the rulling government for its special attention and consideration in future as well.

By summing up all above explained, we can rewrite,that mass media do act for our society, that consider or include few important aspects to serve our purposes as well, which are as follows;



1. Informations.

2. Education

3. Motivation

4. Investigation

5. Entertainment

6. Security & safety

7.Discussion & debate i.e. participation. 8.Development for the nation.



Mass media continue its all operations and activities, for the sake of the society as well as the nation , relentlessly. Such greater activity of mass media in all respect, is necessary unquestionably in building a strong, stable and progressive nation.



**Impact Of Mass Media On Our Society **





We have different types of mass communication mediums,which have been carrying their operations throughout our society, by delivering a diverse programmes in the form of ‘messages’,covering different segments or fields, to us relentlessly.We, the users or consumers all,expose to such delivered programmes, as catered by the mass media,according to our taste, education,age, and culture eetc, that we possess or belong to individually.The success of mass media operations are very often, determind or being assessed by , how much in numbers,we expose indifferent types of mass media programmes accordingly. But, such success of mass media, can not reflect or ensur , the ‘true change’ in vales or morals in human beings of our society over all. Although, we can experience or realize, that the impact of mass media has been actively taking places on our society.Mass media can impact partially,specially in different segments within the users or consumers accordingly.For example, younger in major, do enjoy a romantic film usually,while,such film, can not satisfy the major older persons at all.Simmilaly, religious songs, drama or film, or any other programmes on religious matter,can not involve major younger users or consumers,.while such programmes can involve a larger portion of older people as well.So, siffernt type of programmes can, ‘attract different type of users or audiences’ obviously, and reaction takes placees within the users or audiences ,that tends to varry according to age,educstion,religion and culture also.There would possibly no such programme of mass media, that can satisfy everyone uniformly.

But It does never mean,that mass media have no impact on our society at all. Nobody can deny it, that mass media play a vital role in framing up as well as in building our society. **It construct necessary roadmap for the society,through which it (our society) can run in transformablemanner , being equipped by latest ideas and practices, that allow the society people to lead their life more conveniently and more safely.**

We have three different types or froms of mass media,through which we can receive a wide range of programmes, as catered by them. These types are as follows; (1) Print. (2) Audio

(3) Audio-visual.

Naturally, messages, that come in the different forms, carry different appeal and attraction, which can impact the same audiences in different manners.



Print Media:- Among all other mass media which are widely used, it is the oldest form, through which messages are distributed or delivered, through printed letters accompanied by pictures symbols and numbers etc to the users or consumers all. Print madia, not only includrs, the printing of newspapers, but also printing of magazines & periodicals, books etc and others. Although, newspapers all have been existed,as well established as well as, as an organized sector. They are working, side by side alonwith other media organizations, in our society strengthfully and with greater influence as well. Every newspaper reflects an’ invidual opinion’, conforming to its own standard or norms,as stipulated earlier,which differs from each other usually .In India, after the independence, the progress of newspaper industry, has significantly been achieved so far, but the rate of readership,is still, below the lavel (I copy per 20 persons) as the norms or standard, set by the UNESCO (1copy per10 persons). Extensive Illitercy and poor economic condition among major Indians, have restricted in securing the optimum rate of readership in the segment of newspaper.

The cotents with other materials, whatsoever, are catered by the different newspapers, have been satisfying or encouraging, a small portion of our society always, by overlooking the major people’s needs and interests as well. Newspapers have turned its eyes to those objects or matters specially, that might be favourable to those limited portion of our society only,who enjoy different sources of mass medium profusely ,as they opt for it now and then.achieving But, due to several, insurmountable constraints, that are lying still, within a massive number of populations in India, two classes like ‘information rich & information poor’,that have been appeared specifically. A wide gap or void, that has been developed between the two classes. Newspapers have failed to ‘minimize’ this generated gap, due to their reluctance and greater consideration towards ‘commercial gain’ also Newspapers today, in major numbers, are engaged severely, in exhibiting their inclination and support to the nighty rich and commercial world, rather than highlighting on urgrnt issues pertaining to innumerous populations,who consist the larger part of our country,have so many been left undiscusses and with-held.



Radia on the other hand, as bein an audio medium, being under government control, runs moderately,keeping its fairness and decency in delivering its major programms as well. Ragio could be used by everyone, irrespective ofeither illiteracy or any financial constraints. Radio is considered to be the friend or co-partner of many poors in India. After having a radio set ,one can enjoy profoundly its various programmes all, in lieu of nominal recurring expenses of consuming power for running it. Indian readio basically meant what, is All India Radio (AIR). AIR, has its so many channels,through which various program of interests, are catered day long, to its innumerable listeners throughout India. Radio caters what,is various entertainng and enjoyable programmes for different age groups categorically.Beside widely catered songs, drama, live programmes,discussion and debate, it encourages even its listeners, to be involved in various national development programmes, as undertaken by the rulling government.It caters various programmes on healthcare for child and mother, It also assists so many farmers,byrendering latest informations on fertilizer uses and updated techniques,which are applicable for boosting the agricultural production. Radio arranges so many programmes on fatal diseases like malaria, tuberculosis,jaundice,small and chicken pox,cancer etc. and its remedies, as to aware and educate the rural people as well. Radio,as being a medium of mass communication, concedes its accountability towards the society at least, by discharges its responsibilities all, through various catered programmes to the diverse listnrs. Radio has proved to be an indispensable medium for many rural Indian as well as the city or urban dwellers as well.It carry our heritage and culture with due respect, through its enormously distributed programmes to the listeners all. Radiohas tried to make itsaudiences, to be a ‘class ’, that differs from other media audiences,by creating a semse of ‘decency and modesty’within its listners,through its many sensible and educational programmes. The outcome from radio distribution, can claim its sincere involvement in society development As ‘Radio’is under control of the government,it can never reflect its independent opinion anytime and anyway.



Television, at present,is considered to be, a predominant and the most attractive medium among all other medium for mass communication. As it possess and provide , a duel characteristics of both ‘sound & sight’ i.e. audio and visual at the same time, it has been turned to bethe the most desired mass medium for our advance lifestyle very quickly.Any programme, that comes to the screen of the consumers or viewers of television can display a unique form of ‘two modes in one approach’ i.e. audio & pictorial messages insingle drive,,has led it to be a distinguished from other mass medium undoubtably. Naturally, major programmes , as catered by the television, have been shoallowed easily and very quickly, as well as digestedusually well, ,by the consumers or viewers in major numbers. ( posted **) The meassages orcontents in major, as catered by the television medium,reflect the picture of high standard lifestyle,which is beyond the reach of millions and millions of ordinary people of India. Naturally, Such programmes can provoke manyone among the viewers to run afterthat unattainable life of higher society, that are oftenly nurtured or cultivated by the TV on the way of their presentation. An imbalance as well as awkward situation , that is prevailing throughout our economically retarded.society. Television medium,have proved itself to be failed, in framing up or encourage our society, as to run in order and system, conforming to our heritage and culture. Television, as being a predominant medium of mass communication, have failed really, to inspire the present generation to with their life duly, by discharging responsibilities all in the home or the society. It can not encourage the youger generation through their presentation, to be ruly, sober and respectful to their senior or superior. All those discredits as mentioned,go to the bag of the television medium,but it should not happen so, becaue of its predominant capacity of inducing as well as motivating the consumers i.e. viewers, as compared to other medium. In the field of mass communication. Television could be conceded as a strengthful medium for spedy and quickly marketable of anything (product or person) as well as commercial platform rather than be a vibrant,constructive and compassionate medium in our society. Only‘Doodarshan’, as being operated by the government, can claim, to be the follower of such ‘idealogy and mission’,through there catered programmes partially, among all other television channels available in India.



**Communication As A Whole In Indian Society**



Communication is an inherent process, that takes place in any human life.As to continue,our life purposefully well,we would require it indispemsably. In every step of our life, communication is necessary, to accomplish any job or doable work successfully. With a view to, achieving,any desired goal or objective, as set by any individual or in the greater sense, the society where we do live, would need resorting to communication unquestionably. Communication, in our faster & competitive life at present, has turned to be, as our ‘Breathings’, for every moment , that anyone of human beings, would require it, for survival at least, today. Communication allows or leads us, to acuire necessary informations, as to suit our needs and purposes as well. Without communicating any person, spot or any other sources, informations could never be derived anyway, as to move further in our life from where we do stand for. After Independence, the progress of mass media, had been experienced, to be very auspicious and those were running in strengthful and stable manner too, in Indian society.Such progress achieved by the mass media, had come through, different development phases, as undertaken by the government of India. With the enhancement of ‘Urbanization’ and ‘Industrializatiob’, the need of communication , appeared to be indispensable one, as to support or encourage the new environment generated, as a consequence of development measures taken..Flow of economy , thus appered in boosting manner, in newly formed urban society. Naturally, tastes and outlook both, of the newly formed society members, began to transform Beside this, technological enhancement held predominanty,that supported the progress of communication considerably well.Thus the rising of ‘communication’ in the horizon of urban society, had been welcomed, by the society members (urban dwellers) significantly. The uses of mass media took places, in different urban or city and industrial town or semi-urban areas extensively, as compared to other places in our country. It is almost true, that a wide range of rural areas, have been withheld or remaining away from such intensified activities of communication, as we experience in urban areas. It is due to, basically, for illiteracy’ , ‘severe proverty’and ‘improper or irregular distribution networks,caused by insufficient roads and transportations’. Still now, more than 80% of rural citizens, have no ‘ practice of reading’ the newspaper regularly at all. Simmilarly, the picture of ‘access to’ radio, is also miserable ! Less than 5% of the rural citizens, have such ability to ‘listening’ to radio programmes independently. And, ‘watching’ the television prommes, has been considered to be ‘ceremonial or formal’matter to many more rural citizens of India. Actually, just overviewing the scenerio of urban communication only, it is difficult to us,to assess the overall condition of Indian communication. Practically, by and large, Indian citizenins are ,deprived or far away from availing such lavel below standard of communication opportunities, that other developed countries all, can usually provide to their citizens in average. It is conceded well, that ‘Better communication standard, can lead to acquiring or achieving the intended progress or prosperity, for any nation in the world’.So, with a view to, ensuring the nation’s’ progress and prosperity’, the availability of spontaneous communication opportunities, throughout the country India, is necessary indispensably. As our society people in major, do not have wider access to mass media, remain retarded in manyways respect to present world and its progress, as compared to other people of developed countries in the world.It is not sufficient at all, that, how far Indian communication system, has been achieved its progress technologically? Although,such higher achievement, respect to communication technology,is required for serving purpose bitterly, that should reach extensively, tp the major Indians, off course.



**Availibility Of Mass Media**



In any democratic country, with a view to exercise the democratic rolls over the society,an environment would require so, that the people of the society as if, they could apply or implement their ‘right to expression’. Such ‘right to expression’, that has been guaranteed by the constitution, as we do have,would encourage in delivering ‘opinion’ or comment on any common isse of the society as well. Thus, ‘consensus’ within the society people or members, that could naturally be formed,respect to any important subject or matter of commoninterests. Later on, the outcome, evolved from ‘consensus’,would lead the rulling government ,in taking proper decision The tendency of such participatory role among the society people generally,be produce through, how much these people participate or expose with different media programmes,as the mass media cater for its consumers or audiences. Mass media raise an important problematic issue,pertaining to the larger portion of the society people,before its numerous audiences,with a view to find a possible solution for it. Mass media invite an extensive involvement or participation with such issue raised by it,from the different section of the society people or members , through its different debates and discussions. The consensuch evolved, through such larger participation of society members,may influence the governmental decision,as to think back for revision at least. For enjoying bitterly, in exercising such ‘freedom of expression’, as to deliver indidual’s opinion publicly,the question of ‘Media Availibility’, must come before us naturally. ‘Media Availibility’.can encourage as well as enhance the act of ‘participation within society members’ profusely, that generate an environment of ‘discussion and debate’,where, every society member can deliver ‘individual opinion’, to any particular subject or context of the society concerned.Mass media raise an issue of importance, and cultivate it properly,as to initiate an ‘urge’ or need within the members of the society,who consume mass media significantly. ‘Media Availibility’, generally, evaluated, by the numbers of mass media components or material are consumed or purchased by the usrs or audiences of the mass media over all. Beside this, to what extent,the mass media operations or its networks, has been pervaded or extended throughout our society, is considered to be,an indispensable matter. So,mass media operations or activities, would require to be so extensive, as it might generate an environment as well as encourage the public for their spontaneous ‘media participations. It is true, that without having wider ‘media availability’,It would have not been possible,to offer such an easy platform for ‘media participations’ to the people or members of our society indeed. Media participations, allow.as well as encourage the members of the society, to discuss on several problematic matters, that take places in our daily life oftenly, and even, to find its possible solution also. Mass media act as the platform, that provide such opportunity for participations among the society members.A social consensus,thus may be expected,that could influence the government decisions or steps whatsoever might be,are not coming up favourably,to the society.

Beside thisy, we may consider some other important factors also, which are as follows;



Access To Media;- It is assessed generally,by the numbers of consumers, who have been able to consume, various programmes, as delivered by the different media of mass communication. For example, urban people have larger access to the newspaper( print media) than the rural people. Because, , the people of the city or any other township areas, by and large,are economically capable, more than the rural people or the villagers. It is almost true, that the major portion of rural Indian citizens, who have no such habit of reading or access to the newspaper at all, due to their severe poverty and illiteracy predominantly. Moreover., most of the newspaper organizations are situated in major cities in urban areas, and have been engaged overall,, in catering or highlighting the urban news profusely, rather than catering the rural news significantly. Such discriminating roll of many newspapers, could be one of the possible cause of such reluctance of reading newspaper from many rural Indians. In addition to this,the miserable condition of ‘transportatio’ and distribution system,which exist still now in many remote places, in rural areas, has not support or allow the enhancement of such ‘rural readership’ in the sector of newspaper.It should neither be forgotten nor be avoided, that the number of rural citizens of India, cover about seventy percent (70%) of total Indian Populations. So, they should not be neglected or deprived from availing such facilitated way, from where they could have better access to the ‘mass media oprations at least.



Access For Media:- Mass media perform its role,over our society,by catering enormous informations, in the form of news whatsoever necessary for our uses objectfully.In making news,they go relentlessly, with innumerable happenings, which are taking places in our country, as to meet the needs and demands of audiences. In collecting various informations in huge across the country, the mass media would require so, a wide connectivity or communication extensively . So why, the mass media keep themselves, to be attached or associated, with various information sources, organizations, institutions, news agencies and in between all other mass media concerns even also,as fer as possible. In this manner, the mass media may avail various informations profusely, for making a larger volume of news in diverse, as to suit the needs and demands of so many audiences.



Media Reach:-

It ias an assessment in numbers of audiences,who have have exposed in a specific preogramme on a particular medum or in relation with with other mediums, for a certain period of time. It could also, be assessed by collecting the number of radio or television sets that are possessed by different users or consumers of mass media.It is expressednumerically, in figures or percentages generally.

Mass media today, have been able to bring,a vast geographic region of our country and even also the nook and corner of distant or remote places within our country, into their networks by their sincere efforts. Beside this,the, sincere efforts from the end of the government of the state,has encouraged the expansion of mass media operations nationwide significantly. It is almost true, that without having such massive investment on different segments of the mass medum, as sponsored as well as subsidized by the government of India, the expansion of mass media would never be possible so largely.Thus ‘media reach’ also, has been increased, by such predominant expansion of mass media in accordance with the enhanced communication technology. Public today, can enjoy a wide range of media contents, in the form of diverse programmes, through different kinds of mass media operating centres , being established in major corners of our country. All the deliveries come through well arranged distributing centres, stations or any other specialized channels made for this purpose, as to satisfy their needs and demands as well.Wider ‘media reach’, that can signify, the auspicious expansion of mass media although , that can provide enormous informations indeed, but the net effect; opininions from the audiences, do not appear or reflect so significantly,in constructive manner, as it could add or lead in bringing a little more’change’ for our society. Television, has wider reach indeed, as compared to other mass media, but it is seen, that the major viewers of it, are exhibiting their inclination or emphasis, on enjoying or entertaining the tastes or pleasure of TV programmes, rather than showing their constructive role through their participatory role in numbers. Only such constructive participatory role, that could be experienced significantly , from the readers of the newspaper. Because,the major number of newspapers, do allow and encourage such participatory role,from their readers significantly. Newspaper organizations, as being the medium of mass communication, can claim such fair and balance dealings with its consumers as compared to other mass media, that we have.



Communication Problems:- Communication problems appear manytimes, as barrier to the spontaneous flow of communication in our society. It may occure due to improper ‘communication policy’, ‘inadvanced & inadequate technology’and few others like language, politics, critical social consciousness, content selection & distortion etc.







**Mass media policy**











Every country has its own communication polisy as to handle as well as tackle its communication system. Communication system includes various components of communication, which are, posts & telegraphs, telephones and its related fax & internet services, newswires, newspaper,radio and television and other. So communication policy,should be feasible as well as, a compact ,that may lead various components of mass uses, in the segment of communication properly, to the greater part of national development of the country. Communication policy must be entrusted with, a set of priciples followed by articulated or stipulated rulls and guidelines,as to control the action oriented problems effectively. It would outline the ‘objectives and means’ of achieving them , as well as clearly indicate to what ‘Do’s’and ‘Don’ts’ also ,with a view to handling the current communication problem.



Objectives of Communication Policy:- The primary objective of the developed countries, is to protect the ‘free and open’ flow of informations globally and to ensure the public’s access to the varied points of views. While the developing countries are engaged in safeguarding their societies from anykinds of anti-effect, that might be produced on their ‘economy’, ‘culturer’ and ‘communication’ and ‘ national integration’ , due to forign invasion Basically, India pays, a significant attention towards the development for its society’s respect to its people’s important needs for, employment, education, health & disease control,agricultural progress and exchange of cultures within diverse sections of our society. Although, other developing countries might have different communication policy,respective to our’s have. It depends on political and social structure of the country concerned . So, communication policy,can not be established uniformly worldwide. In India, communication flows from ‘North to South’ and ‘West to East’ invariably A significant objectivity of Indian communication policy, is to preserve and ensure a harmonious relationship within our varied cultural identities through the exercise of ’right to expression’ more or less, by every Indian citizen. Communication policy,should consider also few important issues or points are as follows;

(a) Existing communication system, must encourage or inspire the economically handicapped and unprivileged common people, in accessing communication components independently as well as spontaneously.

(b) It should restrict or regulate the aggravated commercialization in all respect, that has initiated or brought a crazy environment in our most ordinary and economically backwarded society profusely.

© It should help to organize or protect the cultural resoueces , through a mediated communication on the mass media network.



Mass Media Policy:- Mass media, could be not only, an important tools or components of cultural & educational enrichment as well as promoters of national integration, but also could be the vehicles for the development of the society with its initiatives, bygenerating a better sense of understandind and realization among the society people as well.Mass media policy should be articulated with greater care and the consideration for few indispensable issues, in this regard. The issues are as follow;



(a) The widened gap between the information riches and information poors, would require, to be minimized or averted significantly.

(b) The conformity between ‘ground reality’ and ‘ideal situatuation’ (i.e,focused),would require above all, unquestionably. Perceptio evolved within the audiences, through presented materials or contents, as delivered by the media, should not be so embedded notionally or dreamlike,as to match with the ‘harsh reality’ in life actually..

© It is undesireable that the intrusion or encroachment of politics and commercialism in media profusely,in real time, which should be restricted significantly

(d) Audience participation,should be encouraged ,by accepting their ‘feedback’, for the alternation or revision, as to betterise the the presentation of mass media in future.

(e) Quality of media presented contents or materials, should be standardized,in relation with the increase in numbers of channel or station.

(f) The uses or availability of mass media , should be appeared as ‘cost effective’ to the consumers or audiences uniformly.





Practice & Performances ; The Reality In Communication Policy:-



Mass mediums, which are being oprerated,by the government of the state, have always been suffered or affected , by the disparity remains predominantly,between the chalked out policy and practice,as drifted and driven,** by the burocratic supremacy. Government operated mass media like, television and radio,which have been set up with the mission & vision of developing the social, cultural and educational values over all. But, as a result, we have achieved whatsoever, is at variance with the focused extensively.

The tasks, that have been assigned to the electronoc media i.e. Doordarshan and AIR, which are as foolow;



(1) They must cater transparent, impartial fair, and balanced news,informations and others, in the form of programmes, to the nation as well as internationally.

(2) They should encourage and entertain the adopted policy,as taken by the government,towards boosting the socio-economic development for the country(posted)

(3) They should follow an open and free policy , regarding quicker and easy use of the mass media by the users or the audiences as well as wider partiticipation from them.An environment of open and freeness , would allow the audiences or the consumers, in bringing the important social issues,for better highlight and drawing attention to the government for its necessary solution as far as possible immediately.

But, we experience presently what, is quite different. Electronic media particularly, television has opened its door broadly, for an easy entrance to the commercialism and politics as well. Such incident of undesireable entry,that take place abundantly, occupying a considerable portion of ‘real time’ indeed.Electronic media specially television, has been seriously engaged, in collecting huge revinues through advertisement, by evading its pronounced accountability towards the society. It is a harsh reality, that sponsors or advertisers in major,are reluctant to advertise on many programmes on national development, like ‘health care’, ‘women and adult education’, ‘family welfare’,’self-employment’,’ agricultural progress’ etc, because of its minimal commercial value according to their perspectives. So why, ‘Doordarshan’ fails to keep their interests, in catering such programmes on developmental issuessignificantly, just looking at their’ own commercial gain’ only. Thus the ‘official media i.e.under the government, conder, have been running under ‘a mix pressure’, as evolved from both of the ‘rulling party’s interests and boosted commercialism,that has compelled it to be deflected from its ‘mission & vision, as preached by it. It is very conspicuous to us, that,’Doordarshan’has been coverted to be a ‘money making machine’from the collection of huge revenues, through advertisement, instead of working as the promoter of so many urgent issues,be needed for solution,for making unserstandable to the public bitterly through their various presentations,as to enhance the greater part of development for the society. as well as being benevolent to the society people.



**The Mass Media Policy In Future; How Should It Be ? **



Mass media should enable itself, to establish or recognizable to the society people, as the vehicle of culture, creativity amd expression. A Consolidated as well as comprehensive mass media policy,that should be articulated so, that it would be able well,to lead and guide the various components or mediums of mass communication that we have, in achieving its ‘objectives’ in optimized manner, across the country. So, it is necessary to select or identify the ‘objectives’of such media policy above all.

The ministry of ‘ Information & Broadcasting’ here,would require to play an important role with greater ‘accountablity’ to this vital matter of enforcing, a suitable mass media policy,after being well accepted or adopted by the experts or competent authority. In this regard,an institutional governing body, which could be constituted, by the assembly of ‘Senior journalists or media personnels’, ‘research scholars in communication’ and few other experienced professionals. Such body formed, might chalk out an ‘applicable’ mass media policy, after paying serious attention towards the needful points of consideration greatly, regarding such articulation of widely acceptable mass media policy. Such an institutional body, should act independently,for better look after or preservation,as well as taking necessary action towards any violation of such implemented policy as fer as quickly.

The ‘objectives’of such mass media policy, should be based on the delivery or presentation of qualititative ‘contents’ or messages i.e. a central part of any communication process. A routine check up or ‘surveillance’, that should be conducted,with a view to maintaining the ‘content’ standard, which is one of the most important matter in this regard. Content, that should be inspiring, to the consumers or the audiences, with a view to, building the nation as well. Vibrant and spirited ‘content’, that could, not only create sensible audiences but also would increase the involvement of diverse society people so many, in the greater part of the country’s development and prosperity. ‘Content’ should be so, that could encourage, ‘culture & heritage’, ‘history & philosophical ‘vision & values’and ‘encient or traditional rituals and rites’ of the nation as well. Beside this, much care, that should be taken, in restricting the hapazardly grown different mass media, which are running opportunistically,inaccountably and whimsically as well, irrespective to any good objectives ,‘ideal and morals’ , that may misgupde so many audiences, and lead to run in r wrong direction, without any ‘mission & vision’. (posted)



** The Portrayal Of Women In The Mass Media**.



Mass media have utilized the women, as to serve their own purposes and needs, by initiating as well as creating an elastic demand of ‘sex appealing women’ within the consumers or audiences,through an extensive campaigning and cultivation of such vulgarity. Mass media can not deny their irresponsibile presentation or the use of womanhood in different manner, by humiliating, distorting and exaggerating even also, their image as well as their true or real existence as well. The mass media deliberately, have kept aside the real portrait of ‘womenhood’,which is not accordingly delineated, that held almost,in major common woman persons in our society.



Mass media have seriously been engaged, in highlighting the ‘womanhood’, as being imprudent, ‘highly modernized and stylish too’, and also incompassionate and careless to their family members as well asto the society. Such women, that could be seen in our urban society definitely, in very limited numbers. But, the major numbers, among the ‘womenhood’,are still being left unfocussed, by the mass media biasly and purposefully.A vast country like India,where the major number of the nation’s populations,have been dwelling in rural sector of our society. In rural India, where we can see, that the women perform two-third of total agricultural works usually. It is also studied, that three-fourth of total works,have generally been conducted by the women only. It is fortunate indeed, that mass media overlook such dedicative works of the ‘womenhood’, and exhibit their minimum interests of futility in focusing such bittering truth. Mass media remain still passive respect to this greater part of the rural women, and cater few programmes on those neglected fellows reluctantly,where men’s predominance, have been reflected in encouraging manner.



Beside this, the ‘womenhood’ bear few other inherent characteristics like, compassion, dedication & sacrifiing attitudes, unbending tolarence and better understanding etc, which are not so highlighted significantly, by the mass media. On the contrary, the mass media have tried in many ways, to present the women as an ‘idol of sex’ or in ‘lustful’ manner who could easily be accepted emotionally, with greater admiration emotionally by manyone, rather than being regarded and honoured in real human sense. Such perversed picture of women, are seen in the television programmes intrinsically, that spread ‘vulgerity’ throughout our society widely creating wrong perception on them. Mass media,have failed to present the potrayal of women with greater reality,who are contributing not only to their family in manyways, but they can claim such contribution towards the development of the nation also, as well. While, there are so many severe problems,that they face usually in their daily life, are not stressfully highlighted, through many programs or contents, as mass media cater in regular manner. Due to this neglecting attitude of the mass media towards the women, has led manyone to percept or look over the women,in different manner with under-estimation and carelessness.



Mass media particularly, the television medium cater those ugly pictures of women successively through their different programmes,advertisements and others. Such indecent programmes, as presented in the television, have an immediate effect as well as a greater impact on its minor aged viewers all, which may seduce or deviate them from their regular life. The boys, within such teenager viewers , maybegin to look or think of the women, in negative angle or views, being impressed or provoked by those ‘sex appeaping’.contents, as catered by the television medium.



So, the mass media , would require to rectify and redesign their way of presentation, in catering their contents or messages all, which are presentable to their consumers or to their lifeaudiences. They should take much care of catering such indecent and degraded portrait of the women, that they present, to their consumers or audiences usually.Although it is a tough proposition, in relation to the present competitive situation prevailing the globally, yet mass media should apply their every attempt and effort as well, towards necessary reformation or moderation of such undesireable part of presented materials or the contents, for the sake of our society at least.



**Mass media And Women Education**



In progressing the education for the women, mass media have contributed what to the nation, is non-formal like, heath & child care, disease control & birth control and agricultural advancement etc. Mass media today, have arranged so many scheduled programmes on health,birth control and combating withvarious diseases. Among all other mass media, radio can claim to be the best educator of the women, regarding those important issues. Radio,could be followed, to cater various useful programmes for the benefit of the women in regular manner. Even today, so many ‘live in phone’programmes are arranged by the radio, as to encourage greater participation as well as generating more awareness among the women indeed. Other mass media like radio also today, are trying their best, to provide as well as enhance such needful education for the women, as to run their life in better manner ,through their catered programmes, in many ways satisfactorily. It is true, that radio encourage a wider participations from its women listeners all,with a view to create an environment of growing ‘awareness’as well as to enhance such needful non-formal education as well, Radio, arrange so many programmes which are informative and educational even also, as to meet the needs of many women in their daily life. So why, the rural women, who possess their own radio set at least, have a strong emphasis as well as greater reliance on the radio programmes,in their regular life significantly. There is no such other medium like radio, which looks over the women so respectfully and treate them with greater responsibility,as to uplift their living condition,by rendering possible education and informations, rather than utilizing commercially.



**Mass Media & The Children**



The entire programmes which have been presented widely, through various components or the mediums of mass communication on ‘children’ are covering just 5% of the whole programmes or contents as produced by them in all respect. It is true almost, that the mass media can not claim, to be appearing to the children, as the source of ‘inspirations’ and ‘encouragement on the way to their life, as well as‘mentor’of the children’s mind even also. Mass media contents, as they present, have no significant contribution towards generating ‘morals & ideals’ within the children,who consume those very egarly and attentively as well, To day’s children, are running after, achieving the notional objectives ,as being inducd, provoked and educated, through the media presentations. Mass media could have not been able,to establish itself, as the educator of the ‘soft minded’ children all,who would be the citizens of our country, in future.



It has been studied, that the mass media distribute their contents or programmes what, for the children, is really imsufficient and even also those contents, can not inspire them, to be involved in dedicative works in their life as well as, do not support , in developing their mind, with the sense of ethical parts of the human life what should have. The programmes on children as catered in the different massmedia, that cover only 5% of the total programmes, that they ( specially tv, radio and newspaper) distribute usually,throughout the day. Moreover, the presented contents or programmes, those are presented in the tv, are not indigenously made products at all.By and large, the said contents are being either imported or borrowed anyway from another country. The major programmes are animation oriented and few others of the rest programmes , do not conform to the optimum standardindeed. Only, the radio (AIR) can claim over such catered programmes on the children,are supportative to the children’s mind, and which also, can help in depoloping their ideas and thoughts in standardized manner. Presently,it has also been experienced, that the programmes on children, have truly been able, to cover more places in mass media,in various ways or manners,with the greater attention and and initiation,as taken by the mass media.



**Viollence In Mass Media & Its Effect**



Mass media disseminate contents programmes what, for the society people, are believed to be digested by them well,who consume it. It has been observed also, that , among the consumers of dufferent mass media, a portion of them, are influenced or affected somehow,by the media contents. Particulaly, the ‘younger’ consumers, who are mouldable easily, oftenly seen to be trying, to imitate any preferable part of the content, as catered by the mass media and cheris or nurture the same, into their dreams, for its implementation,as fer as possible within their limited capacity or abilities in their life.

Mass media,in practice, try to include or infuse viollences into their contents which they intend to distribute to the public,for achieving commercial gain through their (public) accepetance extensively. It is very often followed, in television as well as films also, where we could trace such viollences, that are existed profusely. Sometimes,it happens so, that it appear sequentially and rests among those viollences, are coming so,in exaggeratingly or unwontedly as well. Moreover, such viollences come ever, in repeatation so, as to make the presentation, to be more suffocatingly exciting. Previously,the ‘censor board’ would have dominated the inclusion of such part of various obscenes like violence, rape,robbery and other anti-social activities as well. But, in the environment of ‘globalization’ the entry of ,many foreign films, have changed the scenario in this regard. Presentation of viollences and other obscenes, whatsoever offensive might be, have very often been ratified by the ‘censor board’ phenomenally.

Mass media,that have lot of responsibilities as well as accountability,to our society,in ‘framing of mind’ of society members,particularly who consume the presented products or materials mass media regularly in large manner. Mass media,would require to pay special care and attention, towards the presentation of such violent programmes,that may impress or influence the ‘teenagers’specially,leading them in wrong direction and seduced manner. So why, mass media should not entertain or encourage such presentation of ‘viollence oriented’ programmes at random, now and then. In keeping a moderate environment in the consumers’ world.



**Consumerism And The Mass Media**



Consumerism, is a joint movement,as enhanced in organized manner, by the concerned citizens and the government,with a view to practice as well as protect the ‘right and ‘power’of purchasers or users, in relation to the sellers or service providers. Such organized movement aims at establishing an environment of fairness in every dealing of business or trade, where the satisfaction of purchasers or users, could be preserved or protected ususlly well. Consumerism mainly,emphasizes on keeping the interests of the concerned purchasers, relating to the purchase of any goods or services over all ,conforming to the promises of sellers,as given by it during the dealing happened. In case of failure of such promises i.e. terms & conditions held if any, after such dealing completed,the purchasers can resort to such organization,that can take care of such misconduct happened to the purchasers. Such organization may go to the court,as to seek ,for legal assistance,for the redresal of the consumer’s grievances. It is almost true, that every consumer or purchaser of consumable products,is not fully aware of such greater movement, that can provide or ensure legal assistance, whenever it is necessary, to the deprived or deceived purchaser or consumer. Today, in many big cities or towns in India, there are few such organizations or consumer forums have successfully been working, with a view to protect the rights and power of the consumers. They work together with the co-ordinated efforts, as provided by the mass media,as to enhance the involvement as well as implementation of such useful tools of consumerism, in our daily life.

Mass media can pay attention and extend their interests,in this regard, by disseminating few important ‘tips’ or ideas accorded with valuable informations on ‘product rating’, ‘pricing’and service due after sale i.e. warrantee on the product sold, as to aware its innumerous audiences who could be consumers in future ultimately. Mass media can work as guide or pioneer,in making its own consumers or audiences,to be more emphatic or interested in involving such powerful weapons or means, that can be utilized well, in preserviving their rights and power easily. Mass media,it is almost true, that it can profusely disrupt the informations of importance, within the people of the country.



*Mass media & Human Rights *



‘Human rights’ as a whole, include few important aspects of human life, which are imperative to run our regular working life pertinently. The establishment of . ‘Human rights,’can ensure ‘dignity and equality’ for every citizen of our country. It is preserved under certain laws and acts. Otherwise, less privileged people, would have to face trouble and sufferings a lot indeed. But,due to lack of consciousness within many people,implementation or practice of such ‘human rights’ is not held so significant.Mass media can play a important role in this regard, of practicing human rightduly.

Mass media,presents different type of programmes day long. Specifically, Radio, television and films can servethe purposes bitterly in this respect, by disseminating many programmes and discussions on ‘human rights’, as to create more awareness within the citizens of the country. Television,as being audio-visual medium, while that can enjoy an extensive popularity,and have a greater advantages, to reach their renderable messages in this regard, to a greater portion of country people understandably.But practically, it is seen,that the television media arrange a very few numbers of programmes in this regard of ‘human rights’. Television, may intensify their attention and attitude more,as to enhanc the practice and proper utilization of such indispensable part of the human life. Because,the television , and radio even films also, can produce better understandablity within the users or consumers,irrespective of their literacy within them. Mass media can distribute various programmes, highlighting all about on the matter of ‘human rights’, by means of which manyone could inspire and emphatic in applying its power duly, in their daily life.



** Mass Media And ‘Freedom of Speech & Expression’**



After a long way of battle for establishing the right to ‘free speech and expression’ for every human being,mass media have been able to win it ultimately,the but not in complete manner. Previously,the government of many countries in the world,have conceded the ‘freedom of speech and expression’ for every person with their conscience and judgement as well. But it was found to be ‘danger’,by them before long. ‘Freedom of speech and expression’ for every human, might be appeared, as ‘barrier’ or blockade to their usual works or free movement in every action. So, as to intercept, such kind of undesirable intervention, that could be initiated from the awarded right to ‘free speech and expression’to every human, they imposed ‘embargo’ as the controlling measure to handle anykind of awkward situation. In the case of mass media, press censorship, had been enforce, as to dominate the mass media activities i.e. t’ruthful reports’, that might hamper or disturb the jobs or objectivities of the government. Today, mass media,have betterly been succeeded, in applying the right to free speech & expression in their regular activities.



**Discrimination In The News & Information Distribution System**



We have two separate existences in the ‘media world’ collectively, regarding the news and information distribution system i.e.’Information rich & powerful’ in one part and the other one is’ information poor &weak’. Practically, the developed countrues all, in general, are rich & powerful, regarding the news & information distribution system . On the other hand, developing & under-developed countries areusually, poor as well as weak too, regarding the news and information distribution system. So why, the news & information distribution system of developed countries,which is rich and mighty, dominates the rest countries in the world significantly.

It could be said without any hesitation in this regard, that the developed (western) countries almost, are enjoying highly improved and advanced ‘communication technologies’,in every practice of their daily life.

It has been experienced also, that the developing & under-developed countries by and large, are dependent on western media & agencies,for news and informations,respect to various matters or events held in different countries in the world. But, an imbalanced approach and attitude remains still in western media world, in every and almost dealings of the ‘flow of news & informations’to another developing and under-developed countries. They distribute what for their own countries meaningfully,that never transpired to another developing or under-developed countries in same manner and meaning at all.The western media world collect what news and informations,through their wide range of journalistic activities with greater competence,do not want to share to other retarded or less advanced countries,in this regard of news and information collection and distribution system. The major countries, who belong to the developing and under-developed world,can not provide the necessary arrangements for applying the advanced communication technology and upgraded trainingship to the journalists for better and competitive journalistic works or activities, that could be compared with western journalism.

According to the study, it is seen, that the developin and under-developed countries all, are dependent on four giant news agencies ( Reuters, AP, AFP, ITAR-TASS and DPA), who can cover more than 70% of global news, through their strategically arranged networks for the greater purpose of performing un-interceptible journalistic activities globally. But, these mighty news agencies distribute or transmit news and informations what, to their numerous subscribers,who belong to the developing and under-developed world,are distorted and biased as well.It is well studied, that in many cases they have suppressed the ‘truth’, as to keep their interests intact. Manytimes , they have delivered the ‘truthful report’ of any event whatsoever, in colourful manner,that could produce misconception,misunderstanding and even confliction,in between the consuming countrues anyway.

It is undeniable also, that the developing & under-developed countries,are quiete unable in making or presenting their journalistic activities, that could be compared with the western journalism at all, due to their poor economic condition as well as lack of utmost efforts towards such attainment. So, such dominance of western media will continue, over the developing and under-developed countries,until ‘self relience’is not being achieved by the later. It is true, that the ‘dependece’ of the developing and under-developed countries, may inspire or allow the western media,for having such dominating attitude. Although, it is a hard task indeed,,to create such an independent environment, where the journalists of the developing and under-developed countries,would be able to perform such drastic activities of journalism,as compared to the ‘western media world’. In this regard, a strong ‘emphasis’ & sincere ‘efforts’ is necessary, from the depending countries, in sustained manner. Otherwise, the western media world would continue such practices of rendering ‘news & informations’, to the developing and under-developed countries, in more bias manner as well as opportunistically to satisfy their needs in future as well.



Although,with a view to combat such ‘imbalncement’ and ‘manipulation’in the system of news and information collection and dissemination,a separate ‘news pool’ or news consortium have been constituted with the regional co-operation and co-ordination in this regard. Both,by taking with the ‘SAARC’ and Non-Aligned’ countries,such news pool,have been formed, as to enhance the mission and ideals for challenging the ‘dominance and dependence’. But, no such significant outcome, has been experienced or achieved so far, that can claim, to be a ‘real challenge’ before the western media.



.

** Concept Of Development:-



An extensively used the word ‘Development’,that oftenly comes, in the context of anykinds of discussion on our ‘Society’. There is no such consolidated and unanimously conceded definition in this regard, that can signify or mean ‘development’ very conspicuously to us. Although, in general sense, ‘development’ means progress or enhancement,that is achievable, through certain measures or steps, undertaken towards any focused project or scheme strategically. So,development of any society or country, must carry the meaning of its progress or upliftment i.e. growth, in its various ‘acutely needful’ fields or segments, so by means of which the average number of members or people of the concerned society, would be facilitated and benefited well, after all. Development is a continuous process,in which a co-ordinated efforts are applied or rendered, by the grops or units of government authorities or wings, with the help of country’s citizens mass media participations ,and the participant members of the society, with a view to result or ensure a number of qualitative changes in the society. Such changes, as targetted , may facilitate or provide easier and comfortabler ‘way of living’ for the society people.

But ‘development’, has oftenly been measured, by the yardstick of economic value,that asks for , ‘Per Capita Income’ and ‘GNP (gross nationalp production) of the country concerned, which could never be detached from the aspect of development assessment after all. So, the ‘economic growth’, has always been found its place predominantly, in the context of development. .

But, it is true, that the increased ‘per capita income’or ‘GNP’, can not reflect the real situation,that the society people face in their daily life. It is experienced , that there are so many countries in gulf area, which have higher scale of ‘per capita income’each among them .But these countries are far behind both of China and India’s achieved development in many segments. It is an undeniable truth, that without having considerably higher ‘economic growth or development achieved,no any country would not be able to undertake or handle properly, any kind of project or programme for development,that should be taken at least. For a successful achievement, in all other developmental programmes or projects,as undertaken by any government of the state, where the matter of ’economic growth’ is consider, as the prime factor,which is viable and feasible, that can contribute a greater support, in the enhancement of such activities undertaken throughout the country,to materialised ultimately.



Development is social,cultural and political fabric of the society, that seeks a change,through initiatives or creating such an environment, that might generate ‘awareness’, ‘motivation’ and spontaneous participations within the society people, as to achieve the objectives of the society. Such objectives are also achievable through ‘diffusion of innovation’,where better results are expected , in the form of any ‘change’ newly occurred through certain innovative drives taken for, in this regard.









** Development Communication**



Development communication is a segment of communication, that create an empathy among the audiences or users of the mass media,who could impart to the different projects,as undertaken by the government of state,in achieving the set goals for the nation, through the developmental messages rendered by the mass media. Development communication is purposive utmost,as it impulse the public for their greater involvement in using the maximum advantages or benefits betterly,that are available from those different developmental projects of the country,as undertaken by the government of the state.Development communication imparts different mass media like print, audio and audio-visual and others, in this greater part of the national development.The mass media, so why,articulate different types or styles of ‘contents’ or messages,in this respect, as to aware and motivate the people of the country as well. The mass media try to go and work side by side with the government, as to materialise its adopted strategies and strides all bitterly, with a view to ensure the goal.for the nation. So, development communication is a co-ordinated efforts of the mass media, that is applied towards achieving or proximizing the major developmental projects or programmes ,as undertaken by the the government of the state, for the nation’s benefit.It’s a great job indeed, as to be done dedicatingly and consensusly,by all types of the mass medi of the country available. It’s objectives are, to arouse, inspire and invite the citizens of the country,regarding this greater mission and ideals of developing the over all conditions of the nation.

According to Evertte Roggers, development communication refers to the uses, to which communication is put in order to further development.. It is applied so, with a view to increase the lavel of the mass media exposure among the citizens of the country,that may create an environment of development or support any developmental projects or programmes undertaken by the government of the state.



The role of development communication, could be stated as below;

(1) Transforming role,that seeks social changes in many ways,in achieving, a high standard & qualitative human life in average. It may start from applying all needful vaccine to the children of the country to women education,drinking water to major citizens,roads for better communication etc, that could facilitate human life bitterly.It create an atmosphere so, that the people of the society,may look and think beyond the existing innovatively.

(2) Socializing role,that seeks preservation of social values and tradition. Development communication helps to maintain or practice, each community’s or society’s own traditions or customs bitterly, and exchanging the same with other groups of socity people. It supports,in establishing the identity or recognition, traditional values, ritual and rites etc, of each group of socity people significantly Development communication takes a leading part in this regard, in making a healthier environment or condition in the society.

After all,,we can consider the development communication as being a greater tool, for achieving the desired target or goal from various projects or programmes undertaken by the government of the state ,which is much focused on the high quality of living standard of the society people.And such goal could be materialized,with the the help of better utilization of all resources available in this purpose including larger human participation, and a co-ordinated & dedicated efforts ,from the functioning groups or units involved in this greater part of of development.



** Development Support Communication (DSC)**



Development support communication (DSC), which follows all principles and practices of communication, is applied, in many segments of human enrichment. It aims, in rendering every types of required informations to the larger part of the country’s population, who could be benefited, by using the same purposefully. DSC involves political leaders,social agencies, NGOs,scientists and researchers, technologists,agriculturists administrators and government authorities & executives in its strategically set-up communication networks throughout the country,as to provide useful informations to the consumers i.e. country people concerned ultimately.

The main objectives of DSC is, to assist, the larger part of the population of any country,as they may help themselves, in keeping them to be updated with the latest ideas,knowledge amd technology,that could be applied to many required fields,in deriving best possible results or goal. So, DSC ,by providing the essential informations tovarious lavel of authorities of government,who are direct or indirectly involved in the greater mission of development, seeks a considerable change or raises an aspiration among the citizens throughout the country’. Thus, the citizens, who could involve themselves consciously with greater inspiration, with a view to to expedite the act of development for better enjoyments or gains in their life from it, in future.

Development support communication adopted previously, which is well known as ‘agricultural extension’, that was applied to the agricultural activities, to betterise the condition of the farmers, by providing lot of latest ideas and techniques applicable, for increasing their ‘crops production’.. It is very often seen, that the small or marginal farmers,have no such informations regardingthe latest hybrids of seeds are available, for better production,that may pay to them, a better economic return or value ultimately...