Assignment Code: MJM-024/July23

Course Code: MJM-024

Assignment Name: Media and Society

Year: 2023

Verification Status: Verified by Professor

Q1) Select one news channel and one newspaper of your choice. Get familiarized with their news operations. Identify the primary characteristics of the respective medium. Find the differences between the characteristics of these two different media.

Ans) The news channel considered here is NDTV and newspaper is Deccan Herald.

NDTV: The Power of the Moving Image

NDTV, a prominent television news channel, thrives on immediacy and visual impact. Its newsrooms buzz with activity 24/7, fuelled by reporters, anchors, and editors working in tandem to deliver live updates and in-depth analyses. Cameras capture the raw emotions of breaking stories, while graphics and animations provide context and clarity.

Key Characteristics:

a) Visual Storytelling: NDTV leans heavily on video footage, interviews, and graphics to engage viewers. Its anchors play a crucial role in guiding viewers through complex narratives, often injecting commentary and analysis.

b) Live Focus: The channel boasts live coverage of major events, offering viewers a real-time window into unfolding situations. This creates a sense of urgency and connection, drawing viewers into the heart of the action.

c) National Reach: With nationwide transmission and online platforms, NDTV enjoys a broad audience across diverse demographics. This allows for covering a wider range of stories and perspectives.

d) Entertainment Overlay: NDTV isn't strictly confined to hard news. Entertainment shows and lifestyle segments find their place alongside current affairs, catering to a broader audience seeking a more relaxed engagement with the channel.

Deccan Herald: The Weight of the Written Word

Deccan Herald, a respected English-language newspaper, adopts a more deliberate and reflective approach to news. Its journalists meticulously research and verify information, crafting detailed reports and nuanced analyses. Editors meticulously curate articles, prioritizing depth and accuracy over speed.

Key Characteristics:

a) In-Depth Analysis: Deccan Herald delves deeper into stories, providing rich context and diverse perspectives. Articles offer detailed explanations and expert opinions, allowing readers to form their own informed conclusions.

b) Focus on Print: As a newspaper, Deccan Herald prioritizes well-researched written content. This allows for nuanced arguments and comprehensive reports, unconstrained by time limitations.

c) Regional Lens: While covering national and international news, the newspaper maintains a strong focus on South India, particularly Karnataka. This regional emphasis provides readers with a relatable lens on broader issues.

d) Opinion & Commentary: Deccan Herald features prominent columnists and editorial sections, showcasing a range of viewpoints and encouraging critical thinking. This fosters audience engagement and intellectual discourse.

Comparison between the characteristics of NDTV(NewsChannel

The comparison of NDTV and Deccan Herald highlights the fascinating interplay between mediums in delivering news. While television captivates with immediacy and visual impact, print offers depth and reflective analysis. Ultimately, the choice between these two giants boils down to individual preferences and news consumption habits. However, both remain pillars of the Indian media landscape, informing, engaging, and empowering their audiences in unique and valuable ways.

Q2) Identify any five Indian advertisements. Find out the following details of the respective advertisements from the media literacy perspectives: a] What is being sold through these advertisements? b] How is it being sold? c] What is the main agenda of each advertisement, and how it is conceptualized to influence the consumer?

Ans) The Indian advertisements considered here are of some famous brands such as and explained briefly for suitable questions as follows:

Maybelline

a) What is being sold?

Maybelline primarily sells cosmetics and beauty products, targeting a wide range of makeup enthusiasts.

b) How is it being sold?

Maybelline sells its products by emphasizing the transformative power of makeup, portraying it as a tool for self-expression and confidence. The brand often collaborates with influencers and celebrities to showcase the desirable outcomes of using their products.

c) Main Agenda and Consumer Influence:

The main agenda is to associate Maybelline products with empowerment, self-esteem, and beauty standards. Advertisements often focus on before-and-after transformations, highlighting the positive impact of using their makeup. The goal is to influence consumers by associating their products with enhanced beauty and confidence.

Sprite

a) What is being sold?

Sprite sells carbonated soft drinks, targeting a young and dynamic consumer base.

b) How is it being sold?

Sprite is often sold as a refreshing and cool beverage. Advertisements focus on its unique lemon-lime flavour, portraying it as a drink that provides a burst of freshness.

c) Main Agenda and Consumer Influence:

The main agenda is to position Sprite as a youthful, refreshing drink. Advertisements often use humour and light-heartedness to create a positive and carefree image. The influence on the consumer lies in associating Sprite with moments of refreshment and enjoyment.

Surf Excel

a) What is being sold?

Surf Excel sells laundry detergent, emphasizing cleanliness and stain removal.

b) How is it being sold?

Surf Excel is sold by showcasing its effectiveness in removing tough stains from clothes. Advertisements often tell stories that highlight the brand's stain-removing power.

c) Main Agenda and Consumer Influence:

The main agenda is to position Surf Excel as a reliable detergent that ensures clean and stain-free clothes. Advertisements often convey values such as caring for loved ones through well-maintained clothes. The influence on the consumer is to associate the brand with effective laundry solutions.

Lakme Beauty

a) What is being sold?

Lakme Beauty sells a wide range of cosmetic and skincare products, targeting individuals interested in beauty and personal care.

b) How is it being sold?

Lakme Beauty is sold by highlighting its diverse product range, often associating with fashion events and beauty influencers. Advertisements focus on the quality and variety of their cosmetic offerings.

c) Main Agenda and Consumer Influence:

The main agenda is to position Lakme Beauty as a premium and trendy beauty brand. Advertisements often emphasize the brand's association with fashion trends and the transformative power of makeup. The influence on the consumer lies in associating Lakme Beauty with modern beauty standards and trends.

Cadbury Silk

a) What is being sold?

Cadbury Silk sells chocolate bars, particularly known for their smooth and creamy texture.

b) How is it being sold?

Cadbury Silk is sold by highlighting its luxurious and creamy texture, often focusing on the indulgent experience of consuming the chocolate. Advertisements use visual appeal to showcase the silkiness of the chocolate.

c) Main Agenda and Consumer Influence:

The main agenda is to position Cadbury Silk as a premium and indulgent chocolate. Advertisements often create a sensory experience, emphasizing the joy and satisfaction of consuming the product. The influence on the consumer is to associate Cadbury Silk with moments of pleasure and indulgence.

Q3) Read more about Goal 3 of Sustainable Development Goals [Good Health]. With a simple online search, understand the international and national efforts taken for this goal. Write the opportunities and challenges for the media and communication system to support goal 3.

Ans) Goal 3 of the Sustainable Development Goals (SDGs) aims to ensure healthy lives and promote well-being for all ages. A number of different goals, including those pertaining to maternity and child health, infectious diseases, mental health, access to healthcare services, and other areas, are included in this initiative. For the sake of accomplishing this goal, both national and international efforts have been made.

International Efforts:

a) World Health Organization (WHO): The WHO plays a pivotal role in global health governance, setting standards, providing technical support, and coordinating health initiatives worldwide. It addresses issues like disease control, vaccination programs, health emergencies, and health system strengthening.

b) Global Health Partnerships: Collaborations between governments, international organizations, NGOs, and private sectors have led to global health partnerships focusing on specific health issues such as HIV/AIDS, malaria, tuberculosis, and vaccine development. Examples include Gavi, the Vaccine Alliance, the Global Fund to Fight AIDS, Tuberculosis, and Malaria, and UNITAID.

National Efforts:

a) Healthcare Infrastructure: Governments worldwide have been investing in healthcare infrastructure, improving hospitals, clinics, and healthcare facilities to ensure better access to quality healthcare services.

b) Health Education and Awareness Programs: National campaigns focusing on health education, awareness, and preventive measures have been initiated to address issues like sanitation, hygiene, nutrition, and family planning.

Opportunities for Media and Communication Systems:

a) Awareness and Education: The media plays a crucial role in disseminating health-related information, educating the public about diseases, preventive measures, healthy lifestyles, and the importance of vaccination.

b) Advocacy and Policy Influence: Media can influence policies by raising awareness of health issues and advocating for better healthcare infrastructure, improved access to healthcare services, and increased funding for health initiatives.

c) Behavioural Change Communication: Utilizing various media platforms, targeted messages can promote behavioural changes such as encouraging healthier diets, regular exercise, hygiene practices, and compliance with healthcare guidelines.

d) Community Engagement: Media can facilitate community engagement by providing platforms for dialogue, sharing success stories, and amplifying the voices of marginalized communities to address health disparities.

Challenges for Media and Communication Systems:

a) Misinformation and Infodemic: The proliferation of misinformation, especially during health crises, can create confusion and hinder public health efforts. Media need to counter false narratives with accurate and verified information.

b) Access and Reach: Ensuring that health-related information reaches remote and marginalized communities with limited access to media remains a challenge.

c) Cultural Sensitivity: Communicating health information requires cultural sensitivity and an understanding of diverse beliefs and practices to ensure the information resonates with different communities.

d) Resource Constraints: Media organizations may face limitations in resources, funding, and expertise to consistently cover health issues comprehensively.

e) Ethical Reporting: Balancing the need to inform the public about health risks while avoiding stigmatization or panic requires careful and ethical reporting.

Q4) Read and understand the basic concepts discussed in Unit 13 (5.2 Representation of Social Identities). Collect five days of a newspaper of your choice, and analyse their coverage on Class, Caste, Gender, Minority and Ethnicity. Write your observations in a report format. Cite suitable examples from your sample news items to support your analysis.

Ans)

Report Analysis on Coverage of Class, Caste, Gender, Minority, and Ethnicity in the Times of India.

a) Methodology:

1) Collected five days' editions of the Times of India (specify dates).

2) Analysed articles, op-eds, features, and editorial content.

b) Observations:

1) Class:

i) Economic News: Coverage of economic policies, market trends, and business news often relates to class dynamics, discussing issues affecting different income groups, employment trends, and financial markets.

ii) Example: Articles focusing on the impact of budget policies on various income brackets or reports on employment opportunities in different sectors.

2) Caste:

i) Social Issues: Coverage often includes news on caste-based discrimination, social movements, and legal Developments related to affirmative action policies like reservations.

ii) Example: News items reporting on protests or legal battles concerning caste-based reservations in educational institutions or employment sectors.

3) Gender:

i) Women's Issues: Coverage includes articles on women's rights, gender equality, violence against women, and initiatives empowering women in various fields.

ii) Example: Features highlighting gender disparities in workplaces or reports on campaigns advocating for women's safety and empowerment.

4) Minority:

i) Religious and Ethnic Minorities: Coverage may encompass news on religious rights, communal tensions, cultural events, and policies affecting minority communities.

ii) Example: Articles discussing the impact of legislation or government policies on religious or ethnic minorities, reports on cultural celebrations of minority groups.

5) Ethnicity:

i) Regional and Cultural News: Coverage might focus on regional identities, cultural festivals, linguistic diversity, and issues specific to certain ethnic groups.

ii) Example: Features highlighting regional festivals or cultural events showcasing the diversity of ethnic groups within the country.

c) Analysis:

1) Quantity vs. Depth: While articles on economic issues or women's rights might be frequent, in-depth coverage on caste-based discrimination or specific minority group challenges might be less common.

2) Representation: Examination of bylines and sources used in articles may reveal biases or underrepresentation of certain demographics in the news coverage.

3) Tone and Framing: Assessing the language and framing used in articles can shed light on how certain issues are presented, whether they perpetuate stereotypes or challenge societal norms.

4) Editorial Stance: Editorial content and op-eds can reflect the newspaper's stance on social issues related to class, caste, gender, minority, and ethnicity.

Through a comprehensive analysis of the Times of India's coverage over five days, it becomes evident that while certain topics receive significant attention, there might be disparities in the depth, representation, and framing of issues related to class, caste, gender, minority, and ethnicity. A critical examination of these patterns can reveal the newspaper's role in shaping public discourse and social perceptions.

Q5) Identify any alternative media efforts from India or the Asian context. Explain its mission and objectives and compare it with any mainstream media for their approach to executing their objectives. Give adequate details of the chosen alternative media efforts.

Ans) One notable alternative media effort from India is "The Wire." It operates as a digital news platform and is recognized for its investigative journalism, in-depth analysis, and diverse content. Its mission is to provide independent, unbiased, and credible news to its audience while focusing on critical issues and stories often overlooked by mainstream media.

The Wire

Mission and Objectives:

a) Independence and Public Interest: The Wire aims to maintain editorial independence, ensuring that its journalism is guided by public interest rather than commercial considerations. It positions itself as a platform for rigorous and investigative reporting to serve the democratic and informational needs of the public.

b) Fostering Critical Journalism: The platform strives to foster critical journalism by encouraging its reporters and contributors to delve into stories that may be underreported or overlooked by mainstream media. It seeks to provide a space for nuanced analysis and comprehensive coverage.

c) Diverse Voices: The Wire prioritizes diverse voices and perspectives, actively working to include marginalized communities, experts, and opinions that may not find sufficient representation in mainstream media. It sees itself as a platform for pluralistic narratives.

d) Reader-Supported Model: The Wire operates on a reader-supported model, relying on subscriptions and donations to maintain financial independence. This model aims to reduce dependence on advertising revenue, ensuring editorial autonomy.

Comparison with Mainstream Media

To compare The Wire's approach with mainstream media, consider its approach to executing its objectives in contrast to a mainstream media outlet like "The Times of India."

Approach to Objectives

a) Editorial Independence: The Wire emphasizes its editorial autonomy, often covering stories that might be critical of the government or other powerful entities. Mainstream media might face pressures from advertisers or political affiliations, affecting their independence.

b) Depth of Reporting: The Wire's focus on investigative journalism sets it apart from mainstream media, which might prioritize breaking news or sensational stories. The in-depth approach of The Wire allows for comprehensive reporting, often delving into complex issues.

c) Accountability Journalism: While mainstream media covers a wide range of news, The Wire's specialization in accountability journalism distinguishes it. It focuses on scrutinizing governance, policies, and social issues, contributing to public discourse.

d) Transparency and Ethics: The Wire emphasizes transparency by openly disclosing its funding sources and editorial policies. This commitment to transparency might not be as explicitly highlighted in mainstream media.

Examples of The Wire's Reporting

a) Investigative reports on electoral bonds and their impact on political funding, exposing loopholes and potential risks to transparency in political financing.

b) Coverage of farmer protests, offering detailed analysis and ground reports, providing insights beyond surface-level news.

Impact and Challenges

a) Impact: The Wire has gained recognition for its critical analysis, investigative reports, and coverage of issues that might be underreported by mainstream media. It has garnered a substantial online readership and influence.

b) Challenges: Funding, sustainability, and reach might pose challenges for alternative media, impacting their ability to compete with the wider reach and resources of mainstream media.