Mass Media and CommunicationsClass 12 Social Change and Development in India NCERT Solutions
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Q1Mass Media and Communications
Trace out the changes that have been occuring in the newspaper industry. What is your opinion on these changes?
Solution
The newspaper industry in India has undergone significant transformations since its inception. Initially, it played a pivotal role in the social reform and nationalist movements, with publications like Sambad-Kaumudi and Kesari advocating for social change and independence. Post-independence, the print media was viewed as a partner in nation-building, focusing on developmental issues.
The most significant recent change is the 'Indian language newspaper revolution'. Contrary to the fear that electronic media would sideline print, the circulation of Indian language newspapers has grown tremendously. This is due to several factors:
- Rising Literacy: An increase in the number of literate people, especially in rural areas and small towns, has expanded the reader base.
- Localisation: Newspapers like Eenadu and Dainik Bhaskar have successfully catered to local needs by introducing district-specific editions and using colloquial language.
- Technology: The adoption of advanced printing technologies, computer networks (LANs), and digital news gathering tools has increased the speed of production, improved quality, and allowed for multiple editions.
- Economic Model: To compete with television, newspapers have reduced prices and become heavily dependent on advertising revenue. This has shifted the focus towards content that attracts a larger audience.
- Content Shift: There is a discernible shift towards 'infotainment'—a blend of information and entertainment. Newspapers now include supplements and sections on lifestyle, fashion, and celebrity gossip to cater to the segmented interests of a younger readership.
Opinion on the Changes:
These changes have had a mixed impact. On the positive side, the expansion of the vernacular press has democratised information, giving a voice to people in the rural hinterland and strengthening local discourse. The use of technology has made the industry more efficient.
However, the negative consequences are also significant. The heavy reliance on advertising revenue can compromise the media's independence and critical voice, as newspapers may avoid criticising their corporate sponsors. The trend of 'infotainment' often leads to the marginalisation of serious political, social, and economic issues. The transformation of the newspaper from a 'calling' with a public service mission into a 'consumer product' driven by market logic raises concerns about its role as the fourth pillar of democracy.
Q2Mass Media and Communications
Is radio as a medium of mass communication dying out? Discuss the potential that FM stations have in post-liberalisation India.
Solution
No, radio as a medium of mass communication is not dying out; rather, it has reinvented itself and found a new relevance in post-liberalisation India.
Initially, All India Radio (AIR) was a state-controlled medium focused on disseminating information related to national development, as seen in its campaigns during the Green Revolution. While its monopoly on news has been challenged by television, radio's accessibility, portability (thanks to the transistor revolution), and wide reach (covering 99% of the population) ensure its continued presence.
The advent of privately owned FM radio stations since 2002 has revitalised the medium, especially in urban areas. The potential of FM stations is enormous:
- Entertainment Focus: Since private FM channels are not permitted to broadcast news, they focus on entertainment, primarily popular music. This has successfully attracted a large audience, particularly among young urban professionals and students.
- Localisation: FM radio has reinforced the global trend of local radio replacing national networks. It caters to local tastes, cultures, and interests, which national broadcasters often cannot. The example of the homegrown 'Raghav FM' in a Bihar village highlights the immense demand for hyper-local content that connects with community life.
- Interactivity: Many FM shows are interactive, involving listeners through phone-ins and contests, creating a sense of community and engagement that one-way media like television often lack.
- Commercial Viability: FM stations have proven to be commercially successful, attracting significant advertising revenue. Many are owned by large media conglomerates, indicating the industry's profitability and growth potential.
In conclusion, radio has successfully transitioned from being a top-down state instrument for development to a vibrant, localised, and entertainment-driven medium. Its potential lies in further privatisation, the growth of community-owned stations, and its ability to cater to the specific needs of diverse local audiences, ensuring it remains a vital part of India's media landscape.
Q3Mass Media and Communications
Trace the changesthat have been happening in the medium of television. Discuss.
Solution
The medium of television in India has evolved through distinct phases, reflecting the country's broader socio-economic changes.
Phase 1: The Doordarshan Era (State Monopoly)
Television was introduced in India in 1959 with a clear developmental agenda. It was state-controlled under Doordarshan and was intended to be a tool for education and rural development, as seen in the Satellite Instructional Television Experiment (SITE). Programming consisted of news, agricultural information, and educational content aimed at promoting a scientific ethos and national integration.
Phase 2: Commercialisation (1980s)
The 1982 Asian Games marked a turning point with the introduction of colour broadcasting and the expansion of the national network. Doordarshan began accepting commercial sponsorships, which led to a shift in programming. This era saw the broadcast of hugely popular, indigenously produced soap operas like Hum Log and Buniyaad, and mythological epics like Ramayana and Mahabharata. These shows attracted massive viewership and advertising revenue, shifting the focus towards entertainment for an urban, consuming class.
Phase 3: Globalisation and Privatisation (Post-1991)
The post-liberalisation era witnessed a television explosion. Key changes include:
- Arrival of Satellite TV: The Gulf War of 1991 popularised CNN, and the launch of private satellite channels like STAR TV and Zee TV ended the state's monopoly. The number of channels grew exponentially, from one in 1991 to around 900 private networks by 2020.
- Localisation: Initially, transnational channels broadcast Western content. However, to capture the diverse Indian audience, they adopted a localisation strategy. This involved dubbing foreign shows, creating Hindi-language programming (like STAR Plus becoming a Hindi channel), and launching regional-language channels (Sun TV, Eenadu TV).
- Content Diversification: The programming landscape became vast and varied. 24x7 news channels made news immediate and democratic, though often sensationalised. Entertainment formats multiplied, with reality shows (Kaun Banega Crorepati), family soaps, talk shows, and game shows becoming immensely popular, many of them adapted from Western formats.
Discussion:
These changes signify a fundamental shift from a state-led, development-oriented model to a market-driven, consumer-focused one. Television has become more accessible and offers a plethora of choices to the viewer. However, this has also raised concerns. The intense competition among news channels can lead to voyeurism and the trivialisation of serious issues, as seen in the live coverage of the 'Prince' rescue. The dominance of entertainment formats raises questions about whether critical political and economic discourse is being sidelined. The influence of global formats and content also sparks debates about the impact on Indian culture.