The Role of Mass Media in Development Communication
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Paper: Development Communication
Course: BJMC , Semester: II
Institution: DSPMU, Ranchi
Teacher’s Name: Sumedha Chaudhury
Why Mass Media plays a vital role in Development?
Mass media perform a vital and a crucial role in society. They
are called the Fourth Estate, as they are one of the pillars of
democracy along with the executive, legislature, and the other
socioeconomic forces that bind a society together.
In this context, it is important to note that they are both the
watchdogs of public behavior of elected officials and
custodians of popular goodwill as they seek to report on the
goings-on in society.
Hence, mass media are especially relevant to society because
without the media, we would never know what is happening in
the world around us and be without the moral compass and
ethical conscience needed to hold society together. The point
here is that like all opinion makers, the mass media has both
duty and responsibility towards society and this is the reason it
is considered a vital part of modern democracies.
To understand Mass Media as a tool for development,
Wilbur Schramm’s role of media in development can
be related which divided it in three parts as:
i) To Inform
ii) To Instruct
iii) To Participate
Mass media through
interpretation
,
analysis
and
discussion
point out the drawbacks of the society and
core areas of development. The message should be such
that it should create an urge for change and development
among the common men. The media in its aim to
developmental changes shall function as a decision maker
and teacher.
The
basic mass media tools for development
are:
Newspapers, Radio
and
Television
which are explained
in the next slides.
Newspaper as a tool for Development
The power of the press arises from its ability of
appearing to the minds of the people and being
capable of moving their hearts.
Radio as a tool for development
•
Radio from its very inception played an
important role in development communication.
This is mainly due to its advantage of reaching to
a large number of people from difference section
of the society.
•
Universities and other educational institutes‘
especially agricultural universities, through their
extension networks and international
organisations under the UN umbrella carried the
development communication experiment.
•
Community radio is another important medium
which is growing in importance especially in rural
India. Here, NGOs and educational institutions
are given license to set up a local community
radio station to broadcast information and
messages on developmental aspects. Participation
of local community is encouraged. As community
radio provides a platform to villager to broadcast
local issues, it has the potential to get positive
action.
Mass media serves as a crucial tool for development by informing, instructing, and fostering participation in society. It plays a significant role in highlighting societal issues, promoting change, and acting as a moral compass. Newspapers, radio, and television are essential tools for disseminating information and initiating developmental changes.
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Presentation Transcript
MASS MEDIA AS A TOOL FOR DEVELOPMENT (Unit III) (PPT 1) Paper: Development Communication Course: BJMC , Semester: II Institution: DSPMU, Ranchi Teacher s Name: Sumedha Chaudhury
Why Mass Media plays a vital role in Development? Mass media perform a vital and a crucial role in society. They are called the Fourth Estate, as they are one of the pillars of democracy along with the executive, legislature, and the other socioeconomic forces that bind a society together. In this context, it is important to note that they are both the watchdogs of public behavior of elected officials and custodians of popular goodwill as they seek to report on the goings-on in society.
Hence, mass media are especially relevant to society because without the media, we would never know what is happening in the world around us and be without the moral compass and ethical conscience needed to hold society together. The point here is that like all opinion makers, the mass media has both duty and responsibility towards society and this is the reason it is considered a vital part of modern democracies.
To understand Mass Media as a tool for development, Wilbur Schramm s role of media in development can be related which divided it in three parts as: i) To Inform ii) To Instruct iii) To Participate
interpretation, analysis Mass discussion point out the drawbacks of the society and core areas of development. The message should be such that it should create an urge for change and development among the common men. The media in its aim to developmental changes shall function as a decision maker and teacher. media through and The basic mass media tools for development are: Newspapers, Radio and Television which are explained in the next slides.
Newspaper as a tool for Development The power of the press arises from its ability of appearing to the minds of the people and being capable of moving their hearts.
Radio as a tool for development Radio important role in development communication. This is mainly due to its advantage of reaching to a large number of people from difference section of the society. Universities and other educational institutes especially agricultural universities, through their extension networks organisations under the UN umbrella carried the development communication experiment. from its very inception played an and international
Community radio is another important medium which is growing in importance especially in rural India. Here, NGOs and educational institutions are given license to set up a local community radio station to broadcast messages on developmental aspects. Participation of local community is encouraged. As community radio provides a platform to villager to broadcast local issues, it has the potential to get positive action. information and
