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...