Role of Mass Media in Developing Societies: An Overview

Prof. Parminder. S. Bhogal*

[Published in the souvenir released to mark the launch of Punjab Chapter of Indian Media Centre on July 7, 2007]

Contemporary world with its thoroughly globalised human society can not be imagined without a far reaching and a powerful media. In other words, human life with all its avenues has become so much dependent upon communication as well as media at almost all levels of human activity ranging from interpersonal to high level global levels, that without it every thing almost ceases to be. However despite such high levels of integration of the human societies in different parts of the world into one globalised society, the fact of tremendous disparities of all kinds including cultural, political , developmental and others is still as good a fact as it used to be even several decades ago. Here of course the fact can not be ignored that the available fast channels of communication and media are playing an important role in narrowing down these disparities to the maximum possible. It is here and in such regards that the media has an even more significant and better defined role to play in the developing societies. When we refer to developing societies, the picture that emerges before us is the one depicting societies with large sections of people living in poverty, their with modes of production and subsistence belonging to those ages which have become parts of the natural history museums in the developed world. The ramshackle institutions of politics are a queer mix of modernity and parochialism. Most of their governments love to call themselves democracies but are actually nothing more than oligarchies where in political elites conveniently manipulate periodic political legitimacy. The development is lopsided and contains islands of development in certain selected areas or main cities. This description can go on and on but we can conveniently have a cross way to consider about various media channels in such societies. Almost all avenues of modern media are present in these societies. They have news papers, electronic media, internet and others. Then where is the difference and where is the problem regarding its role? The first and fore most issue that one comes across here is the lack of easy accessibility to media. Another issue is about the independence of media. And yet another issue will make us to focus about the quality, relevance and priority of information as well as feedback being respectively brought in and generated by such a media. Needless to say that the role and the responsibility of media is much more in such societies. However its actual role and impact is not very satisfactory. I must quickly add here that it is also not that dismal. There are certain aspects about which

probably the societies or the governments will also have to understand their role. This is at least true about the accessibility aspect. Media is a very significant agent of development and socio-economic transformation in any society. Information stirs an individual and nudges him to think and act on its bases. It generates hope in hopeless minds by bringing ideas which are new and which may have been tested with good results elsewhere. It is here that the very basic and elementary role of media begins. Therefore the first concern is always about easy accessibility to the multiple channels of information to the people. In various experiments in developing societies like in some states in India and places in Bangladesh as also in several other developing countries where community televisions, news papers and magazines or cyber cafs were provided by the NGOs or the government, peoples fortunes began take a turn for the better economically and politically. Electronic media even transcends the barriers of illiteracy which is galore in these societies. Mass media thus carries the message of economic and political empowerment and democracy to the multitude of depraved and deprived masses. In itself all this paints a very rosy picture about the role of mass media. However, this all is not so. There are indeed many hurdles, the foremost being about the question of independence of media in these societies. Only an independent media can be expected to correctly address itself to the problems and priorities of a society. Here by the word independence, I mean a responsible media as well, for real independence is never a fetterless freedom. Rather it comes with the all important riders of responsibility and self restraint. I do not purport to write here an essay on freedom of media. But I will certainly make a reference to the all important clauses of responsibility and self restraint. In fact in many countries including the developing countries the greatest and perpetual threat to medias independence arises from these two factors. If we see, at least in India, the corporate houses those owe almost all the media channels ranging from print to electronic media are significantly lacking on this issue. Once all respected and powerful institution of The Editor has undergone terrible erosion because of this factor. Real social concern and issues often get secondary treatment when controversial issues are raised or transmitted/televised live or recorded straight to the people. Sensationalizing, scandalizing, glorification of crime and criminals in the garb of crime reporting, promiscuity in the name of liberalism, personal freedom and woman empowerment, excessive stories and programmes based on Bollywood movies, clichs and their other paraphernalia are some of the most common irritants on the contemporary electronic media in India. It all reaches highest levels of absurdity when some filmy hero convicted in some court is shown live for hours offering prayer in a temple, or some marriage of similar personalities is shown live, or when self created controversial kisses are repeatedly shown with high resolution focus on them. What is the message that we want to convey to the young, highly impressionable minds or the illiterate masses still living highly traditionally, and who watch all this stuff in remote

villages? There are a million questions here which cant be raised for paucity of space and reference. Media is about information and entertainment and recreation. Information which is relevant and prioritized. And entertainment which refreshes and enthralls tired minds and bodies without corrupting the heads. There are a good number of examples available which have establish an unquestionable role of mass media in economic and social development, positive change. Many success stories of one community, when they are narrated on mass media and reach out to other people living else where, these are either acquired for betterment as such or at least, these, prompt those people to take similar initiatives and devise local and relevant technologies or strategies to get over certain perennial problem, thereby making their lives easier and more meaningful. However this role of media, apart from other factors is always directly proportional to the priority and responsibility factor quotient. It is true that the mass media in order to sell or to remain economically viable must remain relevant and market savvy. However market is not the only place in a persons life. Therefore media also has to become savvy regarding other aspects of human life. Developing societies are, culturally, politically and even ethically speaking, in a highly fluid state of transition. Hence the social balances and supports therein are very -2 precarious. They need inputs and information which must suggest them solutions or strategies for steady and pragmatic development, steering their movement without deflecting steps and shaking ground underneath, and showing them a hopeful future. This is the area and the concern which the people, the leading lights of media empires, as well as the intelligentsia and even the common masses have to address to. Only then our ancient prayer . lead us from darkness to light. will actually get realized.
* Prof. Parminder S. Bhogal, an alumnus of the School of International Studies- JNU and an Ex
Programme Officer with All India Radio, is currently HOD of the Post Graduate Deptt. Of Political Sc, Arya College Ludhiana, and Associate, Indian Institute of advanced Study, Rashtrapati Niwas Shimla.