Chapter 7 Mass Media and Communications

The Beginnings Of Modern Mass Media

Modern mass media began with the printing press, a technology developed in Europe around 1440. Initially focused on religious texts, the print industry grew with the Industrial Revolution. By the mid-19th century, advancements in technology, transportation, and literacy allowed newspapers to reach mass audiences, fostering a sense of national identity and unity ("imagined community," as per Benedict Anderson). The nationalist movement in India utilized the press to critique colonial rule and advocate for independence, facing censorship from the colonial government.

During British rule, newspapers, films, and radio were monitored, with radio being state-controlled. Despite limited literacy and circulation, newspapers influenced public opinion through word-of-mouth dissemination. Early nationalist publications like 'Sambad-Kaumudi' (Bengali) and 'Mirat-Ul-Akbar' (Persian) emerged alongside colonial newspapers like 'The Times of India.' Radio broadcasting began in the 1920s, maturing into a public system by independence, primarily serving urban audiences initially.

Activity 7.1 asks students to imagine a world without modern media and compare it with their current lives. Box 7.1 lists early Indian newspapers and their nationalist or reformist approaches.

Mass Media In Independent India

Post-independence, India's media was envisioned by Jawaharlal Nehru as a "watchdog of democracy," aiming to promote self-reliance, national development, and combat social evils like untouchability and child marriage. The government invested in radio expansion and produced documentaries through the Films Division.

The Approach

The early approach emphasized informing the public about developmental efforts and fostering a rational, scientific outlook. The media was seen as a partner in nation-building.

Radio

Radio broadcasting, initially limited, expanded significantly post-independence. All India Radio (AIR) developed a three-tiered system (national, regional, local) catering to India's diversity. The transistor revolution in the 1960s made radios more accessible and popular, with stations like Vividh Bharati gaining immense popularity for entertainment, including film songs. Radio played a crucial role in disseminating information about the Green Revolution.

Box 7.2 highlights AIR's impact on agricultural development. Box 7.3 discusses the popularity of Radio Ceylon and Radio Goa due to their entertainment focus, influencing radio set design and listening habits.

Activity 7.2 asks for recollections of documentaries from the early post-independence era.

Television

Television programming began experimentally in 1959 for rural development. The Satellite Instructional Television Experiment (SITE) in 1975-76 broadcast educational content to rural areas. Post-independence, Doordarshan expanded its network, initially focusing on news and development but later commercializing with entertainment programs and advertisements, targeting the urban middle class.

The advent of color broadcasting during the 1982 Asian Games and the expansion of the national network led to rapid commercialization. Popular soap operas like 'Hum Log' and 'Buniyaad' gained huge audiences and advertising revenue. The entry of private satellite channels (Zee TV, Star TV, Sony) since the mid-1990s, along with cable TV and the internet, has revolutionized television viewing, leading to increased localization (Hindi programming, regional channels) and the rise of infotainment.

Box 7.5: Hum Log exemplifies the "entertainment-education" strategy in television. Box 7.6 notes the role of television in promoting consumer products like Maggi noodles.

Activity 7.3 asks students to recall TV programs from the 1970s-80s and discuss access to television.

Print Media

The print media, crucial for the nationalist movement, continued its role post-independence, acting as a "watchdog of democracy" and advocating for developmental issues. Despite the rise of electronic media, newspaper circulation has grown, particularly in Indian languages, driven by increased literacy, migration to cities, and catering to specific regional and local interests. Newspapers utilize advanced printing technologies and marketing strategies to reach diverse audiences, often balancing informational content with "infotainment." However, the media's increasing reliance on advertisers raises concerns about content control and the potential neglect of rural issues.

Box 7.7 discusses the transition of journalism from a "calling" to a profession and the influence of business considerations. Box 7.9: The Indian Language Newspaper Revolution highlights the significant growth and strategies of vernacular newspapers. Box 7.10 analyzes the shift in newspaper readership towards Indian languages and the newspaper industry's changing practices. Box 7.11 details technological advancements in newspaper production. Box 7.12 explains the advertiser's influence on newspaper content. Box 7.13 discusses changing newspaper habits and the rise of infotainment.

Activity 7.4 suggests analyzing newspaper coverage of rural issues and comparing traditional markets with modern retail.

Globalisation And The Media

Globalisation has profoundly transformed the media industry, breaking down national markets in favor of global ones and merging previously distinct media forms due to technological advancements. While traditional media like print and radio continue, television has seen explosive growth, especially private satellite channels offering localized content.

The media industry faces challenges and debates regarding content, ownership, and the impact of technology:

Homogenisation Versus Glocalisation Of Culture

Concerns exist about the potential homogenization of culture due to global media, but also the rise of 'glocalization'—the adaptation of global products and content to local contexts. Examples include Hindi programming on international TV channels, regional language content, and the adaptation of fast-food menus. This process involves a mix of global and local influences.

Gender And Culture

Globalisation impacts gender roles and cultural norms, sometimes challenging traditional practices and promoting ideas of equality, while also potentially creating new forms of exploitation or reinforcing existing stereotypes through media portrayals.

Culture Of Consumption

Globalisation often fuels a culture of consumption, where spending and acquiring goods become central to lifestyle and status. Media, especially television advertising, plays a significant role in promoting consumerism and shaping aspirations.

Corporate Culture

The rise of multinational corporations and IT-driven sectors has fostered specific corporate cultures emphasizing productivity, employee loyalty, and continuous learning. These often involve new work practices and career paths.

Threat To Many Indigenous Craft And Literary Traditions And Knowledge Systems

Globalisation poses a threat to indigenous crafts, literary traditions, and knowledge systems as they struggle to compete with mass-produced global goods and changing consumer tastes. Examples include the decline of traditional weavers and attempts by TNCs to patent traditional knowledge like Tulsi and turmeric.

Box 7.8: Globalisation and the case of music discusses how music easily globalizes due to technology but faces challenges from digital downloading via the internet. Activity 6.6 (referencing chapter 6) suggests exploring examples of glocalization and changes in media content.