Evolution of Media
Media is the essence behind the dissemination of information and knowledge to the world at large. The three cardinal principles of freedom of speech, thought and expression form the basic edifice of any democratic country, including ours. Media is characteristic of these basic principles of democracy. ‘Pen is mightier than the Sword’ is not a mere writing on the wall. It speaks volumes on the powerful role that media has assumed in contemporary society.
There was a time when media was restricted to newspaper & magazine which were classified as the ‘print media’ and cinema & radio station, which were the ‘audio visual media’. With the introduction of television, media then evolved to its next stage of development. This in itself was seen as a major change, as television brought visual media into the living rooms of many. The colour television added its own flavour to this growth. With globalization and liberalization, media today, has grown and transformed into a full fledged industry. It includes not only the satellite channels but also the electronic media. Internet has revolutionized the media world. It has transformed the world into a global cocoon. A wide gamut of information and data is now available at a click of the mouse. The media industry has been capitalized by the growing businesses to such an extent that it has become highly competitive, more affordable and hence attracts a vast spectrum of audience. To a large extent even mobile phones have become a part of media.
Media offers a variety in entertainment, sports, news and education. It has far reaching impact on the minds of people and can influence and amass public opinion. Organizations use media to not only advertise their products, but also to strengthen their brand building image and create awareness about their business. The catchy slogans aim to woo the consumers and the visual image boosts the power to recall. When people buy a product without really having the need for it, the media has served its purpose. Market surveys and opinion polls are carried out through the various forms of media. People are given a platform to voice their opinions and these can be decisive in even shaping the careers of political bigwigs.
Media also imparts a wealth of information and knowledge through its various channels such as the Discovery and National Geographic. Historical, heritage and cultural information about various nations are noteworthy. Travel based information also helps to improve the perspective of people and makes them understand things about various cultures and traditions. Scientific information and facts about the nature educates people about issues affecting the ecology. Quiz shows, tapping new talents, and other reality shows with attractive prize money motivate the younger generation and provides them with details and opportunities that could be explored. Many artistic talents have been sourced thus and careers have been launched. Ultimately it is the viewers who decided the making of a star. Media boom has also brought along several career options such as Radio Jockeys, Video Jockeys, and hosts not only in glamour shows but also in educational programmes. There was a time when cinemas used to have a compulsory documentary presentation about current affairs or the lives of historic or war veterans who have created a name and place for themselves. Nowadays with the advent of television, documentaries and educational programmes of historic values and are broadcasted as regular shows. News channels such as BBC, CNN and the likes along with the local news channel have made the common man very well informed about the State’s political, social and economic affairs of all the countries round the world. Wars on terrorism and natural disasters can be seen from home. Opinions and debates are harnessed through this medium. It is rightly said that media power can make or mar a nation. Election debates, parliament proceedings all have been brought to the doorstep of people’s homes. Health awareness is created through aerobics, yoga, meditation and holistic shows. Cookery shows add a new dimension to aspiring chefs. Media entertainment is also a stress buster.
Internet sites complement the visual media and through its various sites abundant information and statistics about not just the earth, but also the space world can be obtained. In nutshell, one can watch the world from where he is.
Print media though does not enhance the power to recall, has its own and co exists harmoniously with the other forms of media. The older generation of people and those who may be technology averse or may not have acquired the skills to learn the nuances of technology such as internet, online chats and electronic messages and so on, rely and enjoy the print media. This is why the newspapers, magazines and tabloids etc have not been out shadowed by the other forms of visual impact. Voice of the people and letters to the editor are the best forums for people to share their views with a wide audience. These messages when repeatedly addressed can become an eye opener for the people in power, to get their attention in matters affecting the common man. Print media has also been instrumental in creating budding and professional writers.
In general, media targets all age groups. Children gain by creative and educational programmes especially designed for them as a learning and joy exercise. This helps them to understand elementary things in a very cohesive manner. Language courses and special programmes for those children with speech difficulties etc are available through videos and discs.
Media thus is widely instrumental in the socio-economic and cultural changes that occur in a society. Today people are better informed than before. Media power is enormous and has gained a tremendous magnitude that is beyond comparison. Therefore its power of media should not be underestimated.
However, there are two sides to a coin. Media impact can be both positive and negative. In earlier times, the role of family, the educational institution and the local community were the major influences on children. Now one has to also add television, play stations, computer games; net surfing and blockbusters. These have virtually taken over the lives of children and adolescents. Commercials for alcohol, cigarettes, beauty aids; video clips; celebrity endorsements; and other ‘cool stuff’ offer too much on their platter that they find it very hard to resist and yield to undesirable temptations, very easily. This has increased teenage problems such as alcohol, teen pregnancies, compulsive shopping disorders etc to an unimaginable extent. Women’s crisis centers, counselors and NGO’s are struggling to help these innocent media victims. Cross Cultural differences are imbibed into our society which triggers off problems associated with ‘aping the west’.
Overdose of anything can be harmful and so is an overdose of information. This can be very exhaustive and misguide people that they find it hard to rationalize their own judgements. Further, children fail to understand the difference between the realistic and illusionary world and get mixed up. For instance if they are witness to violence and grotesque programmes, they begin to imagine that the real world is just as bad as they see. This can even affect their behaviour pattern at a later stage. Excessive television viewing, surfing and games can get very addictive that it tends to reduce their play time, reading and other creative skills and minimizes social interaction.
The media world is mired in its own warfare for survival and position. Piracy, duplication and other malpractices have also increased. Information is always not unbiased. Unethical practices, suppression of facts are not entirely unknown to the media world. Mass media hype is very common. Beyond a point, this can get detrimental. It can totally defeat the logical and analytical presentation of facts that they are expected of.
The order of the day therefore is media literacy and media preparedness. This has not grown the way it ought to have. The underlying responsibility rests with parents, family and educational institutions. They have to keep their children informed about the effects of media from the initial years. Children should be taught to lead a well balanced life with media as a leisure time activity, only. Parents should supervise and time and allow children to watch select programmes. Psychologists opine that media education should be included in the school curriculum from a very young age. All this will have a positive influence in the minds of the present generation.
