The
role of media in a democratic system has been widely debated. India has the largest
democracy in the world and media has a powerful presence in the country. In
recent times Indian media has been subject to a lot of criticism for the manner
in which they have disregarded their obligation to social responsibility.
Dangerous business practices in the field of media have affected the fabric of
Indian democracy. Big industrial conglomerates in the business of media have
threatened the existence of pluralistic viewpoints. Post liberalization,
transnational media organisations have spread their wings in the Indian market
with their own global interests. This has happened at the cost of an Indian
media which was initially thought to be an agent of ushering in social change
through developmental programs directed at the non privileged and marginalized
sections of the society. Though media has at times successfully played the role
of a watchdog of the government functionaries and has also aided in
participatory communication, a lot still needs to be done.
Democracy
in general terms is understood to be a form of government which is subject to
popular sovereignty. It is essentially a rule by the people which is in
contrast to monarchies or aristocracies. One of the crowing glories of the
democratic system is the freedom of expression and the space that is provided
to views from different sections of the society. A democratic system can run to
its utmost potential when there is wide participation on the part the general
mass which is not possible without people getting informed about various
issues. Reliable 1information resources are an important constituent of any
democratic society (Habermas, 2006).
This is where media steps in. -----Mass
media in its different forms have influenced human life in the present century.
They have primarily provided information and entertainment to people across
countries. Print media, being the leader over a considerable period of time has
now got competition from Television, which is reshaping many of the social
responses. Radio apart from providing news and views has also developed a flair
for entertainment, thereby getting a lot of acceptance. There is also the new
media with internet being its flag bearer. Internet has indeed made it possible
to disseminate information and ideas in real time across the globe. However,
among all these developments there is a cause of concern. Is media really
fulfilling its social responsibility? Is a booming global mass media posing
threats to the democratic way of thinking? In it posing challenges to a country
like India where media has a greater role to play rather than merely providing
information and entertainment?
Media and Social Responsibility:
The Normative Argument----The normative view of the press argues that the conduct of the media has
to take into account public interests. The main public interest criterions that
the media need to consider include freedom of publication, plurality in media
ownership, diversity in information, culture and opinion, support for the
democratic political system, support for public order and security of the state,
universal reach, quality of information and culture disseminated to the public,
respect for human rights and avoiding harm to individuals and the society
(McQuil, 2005). The social responsibilities expected from media in the public
sphere were deeply grounded with the acceptance of media as the fourth estate,
a term coined by Edmund Burke in England. With the formation of the 1947
Commission on the Freedom of the Press the social responsibility of media
became a strong debating point. It was formed in the wake of rampant
commercialization and sensationalism in the American press and its dangerous
trend towards monopolistic practices. The report of the Hutchins Commission, as
it was called, was path breaking on its take on social responsibility and the
expected journalistic standards on the part of the press. The theory of social
responsibility which came out of this commission was backed by certain
principles which included media ownership is a public trust and media has
certain obligations to 2society; news media should be fair, objective, relevant
and truthful; there should be freedom of the press but there is also a need for
self regulation; it should adhere to the professional code of conduct and
ethics and government may have a role to play if under certain circumstances
public interest is hampered (McQuil, 2005).
Democracy, Media and the Public Sphere------Informing the citizens about the
developments in the society and helping them to make informed choices, media
make democracy to function in its true spirit. It also keeps the elected
representatives accountable to those who elected them by highlighting whether
they have fulfilled their wishes for which they were elected and whether they
have stuck to their oaths of office. Media to operate in an ideal democratic
framework needs to be free from governmental and private control. It needs to
have complete editorial independence to pursue public interests. There is also
the necessity to create platforms for diverse mediums and credible voices for
democracy to thrive (Parceiro, 1999). It has already been discussed that media
has been regarded as the fourth estate in democracy. Democracy provides the
space for alternative ideas to debate and arrive at conclusions for the
betterment of society. The publicly agreed norms are weighed over that of
actions on the part of economic organizations and political institutions
(Barnett, 2004). This is close in essence to the concept of public sphere where
rational public debate and discourse is given importance. Individuals can
freely discuss issues of common concern (Tsekeris, 2008). Media plays one of
the crucial roles behind the formation of public sphere (Panikkar, 2004).
However, Barnett is of the opinion that in modern times the true sense of
public sphere is getting eroded with the media of public debate getting
transformed to mediums for expressing particular interests rather than general
interests which are universally accepted. This signifies that public sphere
which is essential for a vibrant democracy can actually be channelized to serve
vested interests rather than public good.
Media and Indian Democracy ---The political system in
India is close in spirit to the model of liberal democracy. In the constitution
of India the power of the legislature, executive and judiciary have been
thoroughly demarcated. The party system in operation is a competitive one with
flexibility of roles of 3government and opposition. There is also freedom of
the press, of criticism and of assembly (Pelinka 2003). Indian democracy has
always attracted attention worldwide and has made scholars to ponder over the
secret of its success amidst considerable odds. In India diversity is almost
everywhere and it is not a developed nation. The problems of poverty and
inequality in distribution of income have been constant irritants.
Nevertheless, till today democracy has survived in the country. The role of
media in India, the largest democracy of the world is different from merely
disseminating information and entertainment. Educating the masses for their
social upliftment needs to be in its ambit as well. In a country where there is
large scale poverty, unemployment and underdevelopment media has a
responsibility towards developmental journalism. It has a role to play behind
formation of public opinion which can force the political parties to address
the core issues haunting the country's progress. However, public opinion can be
manipulated by vested interests to serve their own goals (Corneo, 2005). Media
can conceal facts and project doctored ideas to influence the electorate and
thereby the voting outcome. Values like objectivity and truthfulness in
presentation of news and ideas can be totally done away with.
In India public service broadcasting
was given much importance after independence. It was used as a weapon of social
change. AIR (All India Radio) and Doordarshan, the public service broadcasters
in the country had the responsibility of providing educational programs apart
from information and entertainment. However, it needs to be taken note of that
the public service broadcasting system in the country was closely identified
with the state. A monopolistic media structure under state control has the
threat of becoming the mouthpiece of the ruling elite. The scenario was bound
to change with the opening up of Indian economy in a bid to integrate with the
global system. It signaled the emergence of a competitive market in the field
of media with public service broadcasters getting challenges from private
entities. This, however, had the seeds of a new problem of ownership.
Ownership pattern of media across the
globe and in India is a cause for concern. There are big corporate houses who
own newspapers and television networks. A higher concentration of ownership
increases the risk of captured media (Corneo, 2005). Media independence in such
a scenario gives way to safeguarding the interest of the owners who may not
serve social responsibilities. The space for plurality of ideas is eroded
sending ominous signals for democracy. Bogart (1995) opines that in many
democratic countries media ownership has 4reached dangerous levels of
concentration. He has cited the examples of News Corporation's (owned by Rupert
Murdoch) 37 % share in United Kingdom's national newspaper circulation and
Silvio Berlusconi's ownership of top three commercial television channels,
three pay TV channels and various newspapers and magazine in Italy which act as
his political mouthpieces. Transnational powerful media organizations are in
operation in India post liberalisation. These are big multinational
corporations who own a chunk of the mass media market ranging from newspapers,
television, radio, book publishing to music industry. Five of world’s largest
media conglomerates include General Electric, Walt Disney, News Corporation,
Time Warner, Viacom and CBS. In India there are big players like the Times
Group and ABP who rule the roost in the media arena. In a bid to open up the
Indian market 26% foreign direct investment has been allowed in news
publication and 74% has been allowed in non news segments by the Government.
100% foreign direct investment is available in the film industry. 100% FDI is
also allowed in television software production subject to certain government
norms. Cable networks and FM Radio networks have FDI limits of 49% and 20%
respectively (FICCI and PwC, 2006).Research undertaken by
PricewaterhouseCoopers has shown the FDI investment trend across mass media in
India. Virgin Media Asia has a holding in HT media's foray into FM radio.
Financial Times (Pearson Group) has an arrangement with Business Standard;
AmericorpVentures, Mauritius has a stake in Nimbus Communications which deal in
television and films and Reuters UK has equity sharing with Times Global
Broadcasting, the Indian entity. Therefore, across mass media options have
opened up for availability of transnational homogeneous content. The growth of
media conglomerates and their powerful presence has raised fears of
manipulation of ideas by a powerful few detrimental to the democratic fabric.
The corporate giants have also engaged in severe competition among themselves
dishing out news and content which is primarily dominated by
sensationalization, sleaze and glitz to capture wider markets. The disturbing
trend that has emerged in the present media scenario is the use of media in the
battle between rival political groups (Coronel, 2003). In fact, this new
phenomenon is in operation in India with newspapers and news channels taking
sides while presenting facts. The same event can be presented in two contrasting
manners in two newspapers or two television channels. Coronel argues that
promotion of hate speech in place of constructive debate and creating an
atmosphere of suspicion rather than social trust has the danger of making
people cynic about the democratic setup leading to its breakdown.
While
discussing the dangers associated with the developments in media it needs to be
said that media in India has also undertaken roles which have strengthened
democracy. The media as a watchdog of the democratic system has unearthed its
various shortcomings. Investigative reporting in print and television media has
helped in exposing large scale corruptions which have robbed the nation. The
Commonwealth Games Scam, the Adarsh Housing Society Scam, Cash for Vote Scam
and the Bofors Scam are the highpoints of the Indian media. Across newspapers
and television channels voices have been raised when the bureaucracy, judiciary
or other public functionary have crossed the laxman rekha. There have also been
initiatives to promote community media for the citizens to air their concerns.
This is a significant leap towards alternative media usage which is distant
from the dominant structure. Here the importance lies more in participatory
communication right from the grassroots rather than communication which flows
top down. Various television channels have also given the space for ordinary
citizens to air their views in the form of citizen journalists thereby
promoting democratic participation.
Newspapers
have educated the masses by informing them of the developments in the field of
science and technology. They have also expressed strong views against
prejudices which harm the society. Much developmental news has also been aired
through the medium of radio. Its comparative low cost and wide acceptance among
poorer sections have made it a potent tool for expressing ideas beneficial to
the public. Internet, a relatively newer
entrant in the field of mass media, has proved to be more democratic than
newspaper and television (Coronel, 2003). Internet has provided the opportunity
for citizens who are conversant with the medium to express their views about a
number of issues. In many cases groups have been formed by likeminded people
who discuss and debate over a number of decisions on the part of the government
and seek new ideas for way ahead. The power of the internet can be easily
judged from the developments in Egypt in recent times. Social networking sites
like Facebook and Twitter were used to garner support against the regime of
President Hosni Mubarak (Kuwait Times, 2010).
Internet has been used by various
public service ----organizations and N.G.Os to inform
people about their objectives and also to make them aware of various
initiatives on the part of the government as well as non government organizations
for social upliftment. In internet the barrier to communication is minimal
which helps in the formation of a participative environment. There is also
greater empowerment of the users through higher level of interactivity and
flexibility in choice of media outlets.
The
potential of 6the medium lies in its ability to be more personalized by
offering user-created content (Flew, 2009). Nevertheless, there is the threat
of advertising revenues influencing media outputs. Those who control
considerable wealth have the opportunity to sway public opinion in their favour
with the help of mass media. In the 2G scam the Radia Tapes controversy brought
in focus the journalist, politician and industrial conglomerate nexus (Jebaraj,
2010). Developments like these are a threat to democracy and undermine the
media fraternity. Advertisements in newspapers, television, radio and at times
the internet have become a part of the present election campaigns. Candidates
with better funds have the edge over others in being voted to office because
they can buy newspaper space and considerable air time (Coronel, 2003).
Conclusion
In
Indian democracy media has a responsibility which is deeply associated with the
socio economic conditions. The present scenario is not quite encouraging and
certain areas need to be addressed. Media organisations, whether in print,
audio visual, radio or web have to be more accountable to the general public.
It should be monitored that professional integrity and ethical standards are
not sacrificed for sensational practices. The freedom of press in the country
is a blessing for the people. However, this blessing can go terribly wrong when
manipulations set in. The self regulatory mechanism across media organizations
need to be strong enough to stop anomalies whenever they occur. Agencies like
Press Council of India need to be vigilant to stem the rot. Big media
conglomerates are a serious threat. To counter this problem pluralistic media organizations
which are financially viable need to be encouraged? Community participation is
a goal that the media should strive for in a country like India.