Market Driven Media
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The document discusses the relationship between media and society. It notes that media draws content from society and society uses media to educate and inform individuals. However, as media has become more commercialized and focused on profits, it has started prioritizing attracting audiences and advertisements over serving societal needs. This has led media to promote sensationalized and untrustworthy content. The document argues that the commercialization of media has created an unhealthy dynamic where media acts more as an industry catering to markets rather than as a watchdog for society.
Market Driven Media
- 1. Market Driven Media BY: AMBIKA SANKAR MISHRA
- 2. The Media Society Inter Relationship: Media draws its basic nutrients from the society to produce its contents To survive, media gets its audience from society. Society uses media for educating and informing its individuals Society uses media to bridge the communication gap between different social groups. Both need a harmonious coexistence where Media will serve the society and will draw the basic nutrients for survival from society.
- 3. Media as an Organization People’s expectation from Media as a social institution are as follows: Media should work like the voice of voiceless. It should bridge the communication gap between people of different sections of society It should bring the demands of down trodden people to the mainstream of society It should play an active role in policy formulation and their execution. It should work like the watchdog of society
- 4. Media as an Industry : Apart from the social responsibilities and obligations Media as a commercial institution should have certain commitments and obligations towards the investors and stake holders of the Market. As an industry it must have profit orientation and it should try to make maximum profit. After technological innovations competitions have gone tough Lack of financial supports from the market has thrown a big challenge to the industry. The information business has gone tough and mostly dependent on big corporate houses and on the advertisement industry.
- 5. The Scenario As a result of this media has started selling content as a commodity. Media content has started becoming more market prone than society oriented. To attract more and more audience concept of Breaking news and entertainment based journalism has taken birth. To fetch better income by advertisements it has started running behind TRP or circulation In the total process the media industry has fallen into the vicious circle of media commercialization Ad-Manager’s role has gone more important than the role of News editor . Rise of Social Media has brought a new threat to the Media.
- 7. Impacts Media has started losing its trust within its customers. It has started promoting Unethical and inflammable contents. An atmosphere of confusion has started getting developed about the functioning pattern of Media. The watchdog has gone greedy for bones which is not a healthy sign. It is facing unfortunate and unhappy situations.
- 8. THANK YOU