Educate them...

MEDIA'S SOCIAL RESPONSIBILITY

Media- the fourth pillar of democracy suddenly seems to have assumed a commanding status, where it directs the public opinion rather than reflecting it. The agenda setting theory is working over time as to determining not only what to think about but also how to think about it. In such a scenario, the all pertinent media has a golden chance of moulding the public views in a constructive direction, of fulfilling its social responsibility.

However, this conscientiousness seems to have taken a back seat in the mad rush for TRPs, snatching audience, getting popular and earning huge bucks. Channels do not mind spending their airtime on Aishwarya’s marriage ceremony or Rakhi’s kiss controversy. Thousands of girls dumped by NRIs in the name of wedlock or men below poverty line devoid of even a one course meal are not worth being captured. A celebrity running over men on footpath rolls the press without giving heed to the fact that so many have no roof over their heads. Prince falling in a hole is shown 24 hours, without getting worried that the hole is 150m deep and still in no contact with the ground water.

All of a sudden, all the media- be it news, serials, songs, movies, stories seems to be talking of the rich and the contended. All the deals are 100 crores beyond and all the cars are Limousines. Public opinion is considered important for deciding winners in reality shows rather than national issues. No one talks of serving thy country or loving one’s neighbours. We are being taught to care about just ourselves and to thrive for more. There is nothing wrong in becoming selfish. Ah! What is this? With so many avenues and so much power with it, one would expect and want the media to create awareness about the social issues.

Media can play a pivotal role in making the society a better place, citizens better humans and the country stronger. The issues may be as small as letting the people know that it is bad in the larger social interest to get water by submersible pumps and electricity by loud fuming generators, to tell them that the ground water and air and noise pollution is bad. They may be larger concerns like one ought to join the army for not only the government job perks but for the love of his nation.

There is dire necessity for media to understand its role and power to creating awareness about the social issues. Profits are important but educating a whole nation is also required. Television was incepted with an idea of educating and informing, radio had played its part in delivering many a coveted messages to its listeners and the printed word has helped us gain independence – creating awareness about the social issues and the sculpturing the public opinion have been the key duties. It's high time that the present day journalists too assume responsibility and pay heed to this significant task of fulfilling their social responsibilities.