Professional Documents
Culture Documents
Event Management
Event Management
ON
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PREFACE
This Project Report has been completed in Partial fulfillment of my management Program,
Post Graduate Diploma in Business Management (PGDBM) in the company jagran
prakashan Ltd (dainik jagran). The objective of my project was “ROLE OF JAGRAN GROUP
AS AN EVENT MANAGEMENT COMPANY”. Training is a period in which a student can apply
his theoretical knowledge in practical field. Basically practical knowledge and theoretical
knowledge have a very broad difference. Theoretical knowledge is the fundamental
weapon for any management student. As a student of management, apart from theoretical
studies we need to get a deeper insight of the practical aspects of theories by working in an
organization. The training session helps to know about the working process in the
organization. It helps to know about the organizational management and discipline, which
has its own importance.
To achieve professional competence, manager ought to be fully occupies with theory and
practical exposure of management. A comprehensive understanding of the principle
increases their decision-making ability and sharpens their tools for this purpose. So, this
training has high importance as to know how both the aspects are applied together.
Theoretical knowledge of a person remains dormant until it is used and tested in the
practical life. The training has given to me the chance to apply my theoretical knowledge
that I have acquired in my classroom to the real business world. I completed my summer
training project in which I involved successful application of theories. In spite of few
limitations and hindrance during the summer training, I found that the work was a
challenge and fruitful. This summer training project has enabled my capability in order to
manage business effectively.
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CERTIFICATE
This is to certify that the project work done on “Role of jagran group as
an event management company” submitted to Ishan Institute Of
Management & Technology, Greater Noida by Mr . Roshan Kumar in
partial fulfillment of the requirement for the award of P.G .Diploma in
Business Management is a bonafide work carried out by him under m y
supervision & guidance. This work has not been submitted anywhere else
for any other degree/ diploma. This original work was carried dur ing for
any other degree/diploma. The original work was carried during 5May to
5July in jagran Prakashan
Jharkhand
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ACKNOWLEDGMENT
This project has been prepared as a part of an internship required during the completion
of PGDBM programme at IIMT, Gr. Noida (U.P). I was involved with Jagran prakashan
limited (dainik jagran) Dhanbad, Jharkhand, for a period of 8 weeks, and I came across a
lot of people who put in their time and effort towards acclimatizing me to the workings of
their organization. I express my thanks to my project guide. MR.AJIT SRIVASTAV
(Brand development Manager) who was there to introduce me to the idea of branding &
event management. Also under his guidance and leadership I was able to enhance my
managerial as well as inter-personal skills. I would also like to thank him for his
immense support and guidance in the selection of the project; its study and preparation of
the report.I extend my heartfelt thanks to Mr. V. K. Dubey unit manager in jagran
Prakashan for giving me this opportunity and for his guidance and help towards
completion of this project.
I would also like to wish a special thanks to my academic director Dr. D. K. Garg,
without whose approval this project would have been a distant dream.
These past 8 weeks were of utmost importance as they added value towards my path of
knowledge. I would like to end this acknowledgement by thanking the customers and
public at large, with whom I have interacted during the course of my training.
ROSHAN KUMAR
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DECLARATION
Batch-15th
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LITERATURE REVIEW
The secret is out. Five years of research has shown that meetings and events can play a
strategic role in driving business value within every organization. Corporate executives,
both in and out of the world of meetings and events, now see the benefits that face-to-
face interactions can provide to their bottom line.
Current customers and prospects can benefit from meetings and events as they provide
the greatest opportunity to learn about a company’s brand, value proposition and (new)
products/ services. Companies can derive business value from events to strengthen
product or brand awareness; differentiate from the competition; educate or train
employees and ultimately increase sales. Event marketing continues to play an important
role in the corporate setting but has seen some minor setbacks in growth patterns from
prior years in terms of perceived importance and value, perhaps due in part to the high
visibility gained in years past. As opposed to potentially being discouraged by these
findings, event marketing professionals should consider these early signs as an insightful
call to action to innovate and create opportunities for even greater ROI. Event marketing
professionals must therefore develop either more focused traditional tactics or adopt new
approaches such as experiential marketing. Between May and June 2006, almost 900
individuals in marketing management positions from North America, Europe and Asia
Pacific in industries including automotive, high technology, healthcare, and financial
were interviewed via telephone with hopes of bringing clarity to the events component of
the marketing mix as it compares to other Event View, the annual and first-of-its-kind
event marketing trends study for senior marketing executives, was originated in 2002 by
The George P. Johnson Company. The MPI Foundation has co-sponsored this important
research since 2003. Now in its fifth year, EventView is the number-one published event
marketing trends report globally and the longest-running study for the event marketing
industry, providing the insight and guidance corporations and event marketing
professionals within this field need to develop strategic marketing programs.Between
May and June 2006, almost 900 individuals in marketing management positions from
North America, Europe and Asia Pacific in industries including automotive, high
technology, healthcare, and financial were interviewed via telephone with hopes of
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bringing clarity to the events component of the marketing mix as it compares to other
elements in a marketer’s arsenal. The results of the 2006 survey have a +/− 3% margin of
error.
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EXECUTIVE SUMMARY
Event management and branding is a very crucial activity in every business organization.
Every product produced within an industry has to be marketed otherwise it will remain as
unsold stock but with the help of branding and publicity company’s promotes there
product and services, I have realized this fact after completion of my summer training
project. During my training my objective of project was to understand the role of jagran
group as an event management company, And by organizing small small event to
encourage the customer and public to continue and establish new relationship with the
jagran group.” There are other than this I have performed marketing activities which
includes surveys of reader’s feedback about the contents and suggestions in order to
increase its sales & demand.
The results of the study reveal that event and branding is a fundamental tool in the
promotional activities of any organization. In the ‘Event management’ we focus all the
marketing activation material for the advertisement of the products and creates brand
image for the company. These activation elements also play a vital role in the launch of
any new scheme and product. All the advertising and promos are done with the help of
these marketing elements.
These two months with JAGRAN PRAKASHAN Ltd. are unforgettable for me. The
experience, which I got during these days, was tremendous. I have made good
relationship with so many people in frontline division where I did my project & other
division. Everybody over there I found nice & helping. I also made some good friends
of other B-schools who were also management trainee there. I faced the odd situation in
working life & got the developed an adoption quality. The main thing I got from my
project was to interact with various people.
Really, the experience I have got from my project will be very helpful to enrich and
nourish my career. If we try to summarize the whole experience then it was the best
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opportunity I took to observe and study the market from such a closer edge. I am very
sure this will surely help me in some point of my life.
1) I have gained several experiences in the field of branding and event management.
2) I have got the opportunity to meet various people, which fluctuate in different
situation and time. This summer training project has given me the opportunity to
have first experience in the corporate world.
4) Making plan for the next day and finding the concern person allowed me to
increase my communication ability, written as well as verbal.
5) My confidence to meet people has tremendously gone up. Today I have that
much confidence that I can meet to any big person in any organization.
6) I also attended the customer demonstration which gave me the knowledge about
how the customer can be convinced, how there queries are handled.
7) I also learnt very small-small things in the organization which is very necessary in
any flat organization like photocopying, fax.
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OBJECTIVE
Summer training project goal is to help students become effective managers in today’s
competitive, global environment. The fundamental unit of work in all organizations is
processes; the focus of the project is on the different marketing processes in the field of
marketing of the organization. Emphasis is given on discovering the challenge of both
managing and understanding the relation of activities throughout the organization with,
and how the marketing functions fits into the organization.
The jagran group Summer Trainee Program is designed to facilitate the professional
development of young talent and identify talented culture-fit employees for the
company's Management Trainee program. The Summer Trainee program provides a
learning of the vagaries and complexities of the company’s business 'from the ground up'.
With value-creating live projects, the intern begins appreciating the intricacies of our
functions and the impact that it has on business. The quality and content of projects
provides an opportunity to complement our classroom learning with hands-on experience.
The jagran group Management Trainee Program is the first step towards
developing business general managers. A structured assessment process at some of the
country's premier business schools ensures that the company hires the right talent to
groom them into senior management positions. A cross-functional training program
spread over six months across the country builds an appreciation of the complexity of the
business as well as help us to understand its interlink ages. The learning experience is
also spiced up with value-creating projects in the functional stints. Ground learning are
further consolidated with structured classroom sessions from the field managers
themselves and a Community Development stint helps the leaders of tomorrow to relate
to their environment and reaffirms with the company’s commitment to the communities
that we work in.
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SPECIFIC OBJECTIVE:
The objective of joining ‘Dainik jagran’ company was to get associated with a Media
Company. And we know that media is mirror of society and gives power as well as
booming career too. This is an evergreen industry.
Every newspaper and magazine has its particular objective usuall y high
circulation that leads to better salaries, perks and profits. How do they
get that?
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TABLE OF CONTENTS
Topics Page No.
Preface 2.
Certificate 3.
Acknowledgement 4.
Declaration 5.
1. Introduction
Publicity
Branding
Entertainment
Advertising
Social campaigning
Encouraging awareness.
Authentic Information
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6. Contribution of jagran group in Growth of
Society.
Socio-psychological Impact
Chapter1
INTRODUCTION
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form of brand promotion that ties a brand to a meaningful athletic, entertainment,
cultural, social or other type of high-interest public activity. Event marketing is distinct
from advertising, sales promotion, point-of-purchase merchandising, or public relations,
but it generally incorporates elements from all of these promotional tools. Event
promotions have an opportunity to achieve success because, unlike other forms of
marketing communications, events reach people when they are receptive to marketing
messages and capture people in a relaxed atmosphere.
Olympics and its renowned five rings are “the world’s most effective property” in terms
of marketing tools. The Olympics sell sponsorship on a local and global basis, and every
couple of year’s corporation’s line up to pay as much as $50 million to be the lord of the
rings. The Atlanta games in 1996 have a reported $3 billion in the bank as a result of
negotiating sponsorship, broadcast, and licensee fees.
The Olympics represents the creme de la creeme of event marketing and corporate
sponsorship. Event marketing is a lucrative game of “what’s in a name”, as consumers
purchase tickets and expose themselves to everything. The world of event marketing is a
fast growing, high profile industry worth over $20 billion annually, and one of the most
successful marketing strategies.
Event marketing integrates the corporate sponsorship of an event with a whole range of
marketing elements such as advertising, sales promotion, and public relations.
Corporations both large and small have grown this industry at a rate of 17 percent per
year, and they have achieved a high level of success.
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Press release including the 5 Ws
Event program
Sponsor information
Although PR involves the event's relation to the public, it is the relations that the event
manager develops with the media that can create interest in the event. It implies
developing a rapport with the media - finding out what they want and how best to supply
it. Networking is possibly the best way to develop this rapport.
If the manager does not have time or the inclination to do this then the event organization
should consider hiring a PR company.
Direct Marketing
This is delivering the promotional message straight to the interested individual. The basis
of direct marketing is the establishment of a data bank and a strategy to best reach those
individuals. The mail out is the most common traditional method. The database can be
created from previous events through competitions, guest books, inquiries, point of sale
information or just by asking the participants if they would like to receive information on
other similar events.
The effectiveness of direct marketing can be seen in the Port Fairy Festival in southern
Victoria. The Festival has an overall budget of half a million and only spends $6,000 on
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their promotion. Each person who comes to the festival is given the first rights to buy a
ticket. The tickets are sold out five months before the festival begins.
Word of Mouth
Bill Hauritz of the Woodford Festival in Southern Queensland estimates their advertising
budget at less than $1000. The ticket sales generate over one million dollars. Their
promotion strategy is just word of mouth. An annual event, they have concentrated on the
quality of their program and site. This has built up a loyal following.
Hospitality
As part of the promotion tool kit, hospitality can be powerful. The special event or
festival has to promote itself to the sponsors. The diner for sponsors, for example, can be
an inexpensive way to promote the event. A tour of the site can be an effective way of
promoting the event.
Web Sites
The latest and increasingly popular method of promoting an event is to create a web site.
The advantage is that the site can also capture enquiries and be a point of sale for tickets.
The current movement towards virtual reality sites can give the potential attendee a view
of the event. The site can give real information, such as the program and map. Used in
conjunction with a other elements of the PR campaign, a web site can be used to
distribute photos and press releases. It transfers the some of the cost to the customer.
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The problems associated with traditional media that has been used for satisfying
marketing needs discussed in the previous section are listed below:
1. Too many advertisements have led to a cluttering on T.V, print and other media.
This has given rise to a need for avenues, which provide exclusivity to the
sponsor while not sacrificing the benefits of reach and impact.
2. The increasing no. of TV channels and the greater no. of programs have led to
fragmentation of the viewer-ship. Hence, the need for narrow-casting of
campaigns to the sharply defined target audience.
3. Proliferation of low intensity television viewers who view a little of each channel
leads to the need for capturing the full attention of the target audience.
4. Media cost inflation – Due to rising inflation which has been eroding the
advertising budget, advertisers are demanding the beat return from every ad-rupee
spent. Media planning has become more complex and therefore the need for
increase the effectiveness in terms of tangible impact which can be instantly
evaluated has risen.
The five Ps of marketing: product, place, people, price and promotion play an essential
role in Event Marketing. To successfully use Event Marketing the marketer must
understand how Event Marketing fits together with the other parts of the marketing
strategy. Kotler describes the organization’s marketing mix as controllable variables that
are mixed so that the organization gets the response that they are asking for from the
target market. Event Marketing fits under promotion in the marketing mix. Other
marketing tools that goes under this section are advertising, sales promotion, personal
sales, direct sales, public relations, and sponsoring. Event Marketing is not a substitute
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for any of the other components- it is a complement. It takes an imaginative mix of all the
communication tools available to extend the impact of the event.
If an organization uses Event Marketing, they still need to use the other parts of the
promotion mix before, during, and after the event. An example of this could be how a car
producer can have advertisements to inform about a new car launch, and then use events
to get people to test drive the new car, and then follow up with direct marketing with a
discount coupon. One of the main advantages with Event Marketing compared to the
other channels is that the objective can both be direct sales, and image building,
depending on how it is used.
From its origins in event planning, the event marketing industry has seen great growth in
the last five years and has consistently been one of the most effective tools that marketing
professionals have at their disposal in terms of making a tangible connection to current
and potential customers. The increasing competitive pressures brought on by
globalization are forcing business professionals to find new ways to engage customers.
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Not surprisingly, savvy event marketing professionals are therefore focusing the majority
of their efforts and budgetary spend on lead generation tactics such as trade shows. While
it is important to garner leads, marketing and specifically event marketing professionals
cannot lose sight of the fact that the sales cycle only begins at lead generation and that
current and prospective customers must also be nurtured even beyond purchase.
Companies can benefit tremendously from the deeper event marketing touch points that
promote nurturing such as proprietary conferences that provide a controlled environment
for delivering messages and closing business. The nurturing process will allow the
customers to more effectively be funneled into the subsequent stages of the sales cycle
thus creating greater opportunities to develop into repeat customers.
EVENT MARKETING
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EVENTS
Right
WITH Live CREATES Desired
Communication
Event marketing involves canvassing for clients and arranging feedback for the creative
concepts during and after the concept initiation so as to arrive at a customized package
for the client, keeping the brand values and target audience in mind. Marketing plays an
important role in pricing and negotiations as well as identifying opportunities to define
and retain event properties by gathering marketing intelligence with regard to pricing,
timing etc.
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In fact, ideally event marketing involves simultaneous canvassing and studying the brand
prints; understanding what the brand stands for, its positioning and values, identifying the
target audience and liaison with the creative conceptualizes to create an event for a
prefect mesh with the brand’s personality.
If one knows how to organize an event he should also know how to market it. If there is
something very peculiar or special about the event then that main point has to be
highlighted. A product launch for example requires a sales promotion campaign either
before or after the launch. In that case the product is advertised through banners and
media and even door to door canvassing. Effort is taken to ensure that people sit up and
take notice of the event. Sometimes it could be an event like an award ceremony, which
is to be shown on television and different companies make a beeline for sponsoring their
respective products in the due course of the programme. This is the way publicity and
promotions work.
Choose the kind of event that appeals to your target market suits your product’s image
and fits your marketing objectives.
If, for example, you are looking for reach and you are selling a low cost product with
wide general appeal, sports sponsorship may be the avenue for you. If your product is an
up market one, artistic events could suit you better. If your have a technical product,
science-type sponsorships would be possibilities and if your main aim is to be seen as a
good corporate citizen, put your sponsorship money into good causes. The Children’s
Hospital, the Red Cross or the environment, to name three, AIDS research is another one.
The meteoric history of event marketing is based in sports marketing. In fact, music and
arts represents a combined 35 percent of event spending as compared 45 percent for
sports-related events. Event marketing also continues to thrive as traditional advertising
rate skyrocket and, really, fail to provide any guarantee of reaching a targeted audience.
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Event marketing provides a cost-effective approach to making a more hard-hitting,
emotional, and tangible pitch to consumers. It also gives companies the opportunity to
cross-promote (promote with other companies that have related products or services),
offer sample products (give-always), and build strong relationship with various channels
of distribution, such as retail outlets.
Charities go out of their way to meet both their own fund-raising needs and the profit
requirements of the firms they team up with. It is a commercial relationship and the entire
better for it. Charities need funds, and the businesses need promotions, which show their
worth in extra profit.
WHY EVENTS
1. Brand Building
Enormous nos. of brand/product are launched every month. Similarly innumerable new
music albums, films, etc get released periodically. This tends to create clutter of product
launches. The large no. of launches also leads to need to overcome the “ooh-yet-another-
product” syndrome. The need to therefore catch the attention of the target audience at the
time of launch becomes very important. Meticulously planned events for the launch of a
product/brand seldom fail to catch the attention of the target audience.
Sometimes technological changes pave the way for manufactures or service providers to
augment their products. To convey this via traditional modes of communication to the
existing and potential customer base may sometimes be futile. Special service camps of
exhibitions are the perfect events that provide the opportunity for a two way interaction
and error free communication. For Example, IMTEX, the Industrial Machine Tools
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Exhibition, is an event used by most machine tool manufactures to explain and highlight
the new and improved features of their product.
Helping in rejuvenating brands during the different stages of product life cycle.
The massive amount of money that is spent during the introduction stage of products gets
drastically reduced over time. By the time the product reaches its maturity/decline stage,
the need for cutting down the budgets associated with the media campaigns, while at the
same time maintaining the customer base is felt. And events offer the best medium for
such a focused approach. It helps in generating feelings of brand loyalty in the products’
end user by treating them as royally as possible.
Associating the brand personality of clients with the personality of target market.
Citibank is an elite bank where people do banking with pride. Hence, other premium
brands would like to associate themselves with the same audience so as to benefit from
the rub-off effect. An exhibition-cum-sale event organized exclusively for Citibank credit
card holders, small merchandisers get to do business with the Citibank customers, as well
as build and maintain a premium image for themselves. Here Citibank acts as the event
organizer and small merchandisers acts as participants so that they can associate the
personality of their products with the personality of Citibank customers.
Australia-based Foster’s Brewing Group’s Asian subsidiary in its plan to launch its bear
brand Foster’s Lager in India choose the game of cricket – in which the Aussies are
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known as the best team in the world. By becoming the official sponsors of Australian
cricket team on its India tour, Foster’s hoped to achieve its goal of brand identity building
and positioning itself at the premium end of the market.
Rennie Solomito, Marketing Manager for Coors Light (Beer Company) explains that in
order to increase awareness and personality of the brand, Coors Light tries to find the
distinguishing “look of the leader” in each market. Coors Light select events that are fast
paced and young minded, for example, Coors Light Silver Bullet Concert Series featuring
artists like Bryan Adams and Celin Dion.
2. Image Building
Over and above the brand identity that a company encourages, events such as The Great
Escape conceived by Mahindra and Mahindra, exclusively for the owners of their four
wheelers, the Armada, are an attempt to build a specific image of not only the corporate,
but also the product, to let owners experience the thrill of four wheel driving, M&M
charts out an off beat route that emphasizes the difference between normal and four
wheel driving, and lets the participant experience the high, one feels when steering and
navigating an Armada.
Coke is associated with Olympics since 1928, the rationale behind this is similar values
and ideologies: International peace, brotherhood, standard of excellence and fun.
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Fig 1.3: Constructing the Brand Value Chain
Even though some events do get congested with too many advertisements, events still
provide and effective means of being spotted. For example, Title sponsorship of a major
event provides the sponsor immense benefit since the sponsors name is mentioned along
with the event like Hero Cup, Femina Miss India, Lux Zee Cine Awards.
Events generally provide an opportunity for buyers and sellers to interact. They also
provide a foundation for exchange and sharing of knowledge between professionals.
Example: Bang! Linux2000, Auto Expo.
Unparalleled footwear company NIKE ensures that it sponsors those events which will
give it a chance to create an emotional tie with the participants through onsite brand
usage and product presentation.
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4. Implementation of Marketing Plan
Events bring the target audience together, thereby creating opportunity for test marketing
of products for authentic feedback. The seller can identify exactly the traits and other
characteristics that are desired. For example, marketing events that the Frito-Lay
Company used before it launched its WOW! brand of potato chips.
In an event the audience is more or less bound to witnessing one particular event. In such
a situation it is very favorable for sellers to put forth their presentations without any
diversions. Such a situation is very valuable given the ineffectiveness of traditional
modes of communication in holding on to the attention of the audience.
For example, Burger King wanted to reach a young demographic in the New York area,
EMG (Event Marketing Company) helped them to create a 30-concert series at the New
York Palladium. Burger King received onsite signage and distribution of bounce back
coupons.
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Help in relation building and PR activities.
Practitioners of this marketing function believe that event marketing campaigns have the
ability to create long lasting relationships with closely targeted market segments.
Relationship building is not restricted to end user customers but also targeted at
enhancing new distributors and sales representative relations.
For example: Techfest organized by IIT Bombay, is an annual technological festival held
by IIT Bombay has helped the sponsors in establishing their relationship with the
Institute and ensuring that an image of being interested is created and nurtured.
Coke is sponsoring the Olympic since 1928. As coke does business in over 200 countries,
the Olympics give the company the opportunity to identify its product with the foremost
special event in the world.
The need for interaction is not restricted to external customers only and end consumers
are not always the focus of live media exercises. This is especially popular amongst
pharmaceutical and other FMCG companies. For Example, during the cricket world cup
held in England HSBC introduced a unique pattern of motivating the sales force by
awarding them runs instead of the traditional points system. This resulted in conversion
of almost all of its employees into sales person.
Most events let firms install and exclusive boot and give the permission to exploit the
opportunity to merchandise. Events such as the annual limited period discount sales from
Wrangler and Van Heusen are authentic stock clearance and seconds sales aimed at
generating immediate sales.
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Generating instant publicity.
By keeping track of the reach and its effectiveness as well as interacting with the
audience that actually turns up for the event, event sponsors can assimilate and authentic
database. The database can be used to track various marketing trends. Events can then
help in maintaining and updating the database.
However, there are many other marketing tools that can build brand-awareness and create
image and not confuse them with event marketing the most common confusion will be
explained here. Authors seem to mix up the concept of Event Marketing and sponsorship,
although there is a difference between the two. When using Event Marketing, the
organization works with the event as part of the marketing strategy. When sponsoring an
event, the organization buys exposure during the event at different levels of the event
itself. International Events Group (IEG) defines sponsorship this way: “The relationship
between a sponsor and a property in which the sponsor pays a cash or in-kind fee in
return for access to the exploitable commercial potential associated with the property.”
By using the commercial right, the sponsor could associate the brand and have an
effective selection of the target group to market themselves to. The association makes the
brand synonymous with the sponsored happening, and thereby the sponsoring has been
called association by event. Today sponsorship is one of the world’s fastest growing
forms of marketing and together with Event Marketing they begin to play a more
dominant role in many companies´ marketing budgets.
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This model shows one way to look at where traditional sponsoring fits in compared to
Event Marketing.
When the organization is sponsoring an event, (upper left corner) there is always a
business agreement between at least two parties, which Event Marketing does not
necessarily have. Usually this is the case when there is a sport competition such as the
Olympics or a World Championship. This kind of sponsoring limits the possibilities for
the organization to market their products since they have no control over the happenings
at the event, etc. There is a concept called the double lever effect, which explains the
relationship between different events. When organizations move to EM (1), EM (2) and
EM (3) the organizations increase their control and also the risk is increased. When the
control is increased, there is also a larger possibility for organizations to use the event
integrated with the other marketing strategies. This fig 1.5 shows how it comes to be a
double lever effect:
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Fig 1.5: Control & risk depending on activity
As we can see, there is a risk in using Event Marketing. There is no possibility to test the
event for the target group, and everything has to work during the event. The risk
associated with the event could be one of the reasons why some organizations choose to
use pre-existing events instead of own events. Preexisting events are events that are
created by someone else for another purpose.
1. Mega Events
The largest events are called mega events, which are generally targeted at international
markets. All such events have a specific yield in terms of increased tourism, media
coverage and economic impact.
Example: The Olympic Games, World Cup Soccer, Super Bowl, Maha Kumbh Mela.
2. Regional Events
Regional events are designed to increase the appeal of a specific tourism destination or
region.
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3. Major Events
These events attract significant local interest and large no of participants as well as
generating significant tourism revenue.
4. Minor Events
Most events fall into this category and it is here that most event managers gain their
experience. Annual events fall under this category. In addition to annual events, there are
many one time events including historical, cultural, musical and dance performances.
Meetings, parties, celebrations, conventions, award ceremonies, exhibitions, sporting
events and many other community and social event fit into this category.
1. Sporting Events
Sporting events are held in all towns, cities, states and throughout the nation. They attract
international sports men & women at the highest levels.
Entertainment events are well known for their ability to attract large audience. This
includes musical concerts, celebrity performances, movie releases and mahurats etc
Promotional events tend to have high budgets and high profiles. Most frequently they
include product launches, often for computer hardware and software, perfume, alcohol or
motor cars. The aim of promotional events is generally to differentiate the product from
its competitors and to ensure that it is memorable. The audience for a promotional
activity might be sales staff such as travel agents, who would promote the tour of the
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clients or potential purchasers. The media is usually invited to these events so that both
the impact and the risk are high, Success is vital.
The meetings & convention industry is highly competitive. Many conventions attract
thousands of people, whereas some meetings include only a handful of high profile
participants.
5. Festivals
Various forms of festivals are increasingly popular providing a particular region the
opportunity to showcase its product. Wine and food festivals are the most common events
falling under this category. Religious festivals fall into this category as well.
6. Family
Weddings, anniversaries, divorces and funerals all provide opportunities for families
together. Funerals are increasingly are becoming big events with non traditional coffins,
speeches and even entertainment. It is important for the event manager to keep track of
these changing social trends.
7. Fund Raising
Fairs, which are common in most communities, are frequently run by enthusiastic local
committees. The effort in the organization required for these events are often
underestimated. As their general aim is raising funds, it is important that rides and other
such contracted activities contribute to, rather than reduce, revenue.
8. Miscellaneous
Some events defy categorization. Potatoes, walnuts, wild flowers, roses, dogs, horses,
teddy bears all provide the focus for an event organized in United States.
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KEY ELEMENTS OF EVENTS
Organizer Event
Infrastructure
Target
Venue
EVENT Audience
Media Client
Event Infrastructure
Core Concept: Search for new top class modeling talent through a contest and pageant
interspersed with entertainment.
Core People: Participants i.e., models taking part in the competition and other
performers during entertainment slots such as well known classical musicians, Pt. Shiv
Kumar Sharma accompanied by Ustad. Shafat Ali Khan and popular music by Sweta
Shetty and Stereo Nation.
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Importance of Infrastructure.
Indian business events, particularly large trade fairs, are underdeveloped as a result of
poor infrastructure outside Delhi. New exhibition and convention centers developed in
Chennai and Hyderabad will help spur the industry’s growth. If a new facility of
international standard can finally be built in Mumbai, this will generate a huge
opportunity for business media companies. Smaller, traveling events, road shows which
move around the country’s many secondary markets will also be significant income
generators for some business media firms.
Event Venue
In-house Venue: Any event that is executed within the premises of the company or
institution or in the private homes or proprieties belonging to the client is called an in-
house venue. The use of such venue is reserved for the employees of the company or the
residents of the campus. Most in-house venues do not need to be paid or even if a
payment is involved, it may be open for favorable negotiation. The main advantage of in-
house venue is the huge saving in the costs incurred in hiring the venue.
External Venue: Any venue over which neither the client nor the professional organizer
have any ownership rights is called an external venue. These are venues open for the
general public. Example: Hotels, Stadium etc, etc…
Events are venue driven. They help in increasing the customer traffic. Festivals such as
Valentine’s Day or Holi sea venue playing the clients’ role for the event organizer. Venue
has a say in the very feasibility of a event concept.
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LIST OF MAJOR EVENTS BY JAGRAN GROUP.
Events like Ato Expo 2010, Common Wealth Games 2010, Soccer World Cup 2010,
followed by Cricket World
Cup 2011 etc. lined up, expect better business for Media Industry and JPL in particular.
Besides increased
circulation, more advertisement revenue is expected during the events.
Jagran solutions.
Over FY07-10E
Jagran operates in the event management segment through its arm, Jagran
Solutions. It has had a presence in this segment since 2006. Jagran has
significant advantage over competitors such as Witzcraft, Encompass and
Percept, because they offer only below-the-line marketing services and do not
have any other media support or pan-India infrastructure unlike Jagran. We
forecast revenue CAGR of 43% over FY07-10E.
New Delhi, India, March 15 2010:- Changes in consumer lifestyle are forcing brands and
their agencies to rethink on the ways to communicate with today’s consumers. The
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changing landscape has accelerated growth in spending as brands continue to find ways
to engage the ever elusive consumer.
We have always believed and demonstrated as a new age activation agency that
Activation is no longer about just mediums or just creative’s. A whole lot of expertise
across platforms has to string together. It’s the consumer who holds the reigns of
communication, when planning is brand centric, focused on the desired result and guided
by the nuisances of the consumer
Jagran Solutions presents the first ever Brand Activation Summit. A platform for
marketers, activation specialists & industry stake holders to explore, showcase & gauge
the power of activations in the age of neo-consumerism. The summit would also be an
occasion to share best practices & winning case studies focused at earning high return on
investments. Join us as we head towards the only event of its kind in the industry. Date:
19th March 2010, Venue: ITC Sheraton, Saket, New Delhi.
The theme of the Brand Activation Summit 2010 is ‘Redefining the Return on
Investment”. This one-day Summit will have three panel discussion sessions among an
eminent panel of industry experts, case studies & an illustrative approach to activations.
Ambika Sharma, National Head, Jagran Solution said, “This summit is a platform for
marketers, activation specialist & industry experts to share best practices, award-winning
case studies, and discuss methods of earning much higher returns in the age of neo-
consumerism. Advances in marketing strategies, changing media habits and focused
approach are making activations an essential tool for communication benefits of products
& services.”
36
Commenting on the initiative, afaqs said, “This is for the first time an activation Summit
has been organized by afaqs group as well.Brand Activation Summit” has got many
talking in the last few days, and the summit will be held in Delhi.”
As an impact of globalism & evolving lifestyles; consumer media habits are witnessing a
marked change. So are the marketing strategies to connect with them. With the existing
economic conditions and the specific needs of consumer segments; Activation strategies
are all set to play larger roles. We have already seen a marked increase in spends being
diverted to activation for its more focused approach, ability to deliver live brand
experiences & earning a much higher return on investments. With these developments:
the measurability, creativity & operational efficiency are emerging as key drivers of a
successful activation campaign.
Bring alive the magic of Windows in your PC and your phone, in an innovative adapt of
an international creative to deliver a unique consumer experience
Kids are no longer influencers, but a market by themselves!
With the new academic year arriving with full steam, we in this post address an
increasingly important market. Yes, we are talking about kids, the new generation brand
evangelists. Market estimate reveals kids spend an estimated $4.2 billion annually on
their personal purchases. The approximate market size influenced by children is $100
billion causing many millions of purchases among their parents. Interestingly kids have
matured from persistent nagging to importance nagging, in what is recognized as ‘pester
power. This appeals to parents’ desire to provide the best for their children. This
combined with parental guilt plays the critical role in spending decisions, as time-stressed
parents tend to substitute material goods for time spent with their kids. So kids, from just
being influencers, have now become ‘active consultants’ and ‘information provider’ to
parents on most household purchase decisions. This change can be attributed to the
conventional and new-age media consumption habits of kids and their increasing comfort
levels with modern technology. Resultant effect: 63% of kids are involved in a spectrum
of product categories from clothes to bicycles to computers and cars. Mobile phones get
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76% involvement while cars enjoy 43% of kids’ involvement. Parents believe that their
children do research and express opinions about product categories.
A recently concluded study finds that babies as young as six months of age can form
mental images of corporate logos and mascots. Brand loyalties can be established as
early as age two, and by the time children head off to school most can recognize
hundreds of brand logos. Research also shows that close to 90% of kids within 8-12
years of age prefer to act in a group than on their own. About half of them feel enormous
pressure to wear the “right” brands. It’s hardly surprising that a whopping 90% of kids’
brand decisions are heavily influenced by their peers, worldwide.
In planning a successful activation for kids, identifying kid’s icons and what interests
them becomes imperative. Most of us when planning the activation fail to ensure that it
has the answers to a few relevant questions. Is the activation engaging for the kids? Is the
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gratification going to excite them? Is the communication going to capture gatekeepers’
interests? Is it going to breeze through their lives with little impact or will it capture their
interest and tickle their imagination? If the answers to these questions are yes.
Scooty Aagey Badho is a case study that showcases these nuances. This PMAA award
winning campaign demonstrates how asimple insight combined with an integrated
approach saw the
If you have a mantra for activating kids or have experienced the impact of Pester Power
in your sales/activations or have come across a memorable activation for kids, here is an
opportunity for all of us to go back to basics & share insights to create powerful
marketing campaigns to harness full potential of this exponentially growing Kid’s
Market. There’s more to it. If you have learnt a marketing insight from your own kid,
take this as medium to webcast your ingenious finding…
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LET IT START WITH ME
Today we stand witness to the Mumbai siege, witness to people out on the streets and on
air, in drawing rooms and in restaurants, to the funerals and tearful goodbyes, all
demanding answers, buzzing with anger full of questions. We will talk about it some
more till the flurry of activity slows its pace, till history repeats itself yet again, like it has
every month of the year, every year of this decade. There is NO Peace!
“Peace is MY Birthright and yours too”. It is the most fundamental of all human rights
common to all human beings irrespective of race, cast, religion, creed, age and
nationality. We all want peace ……but In-spite of being much talked about Peace as a
platform of Mass Movement fails to find a single consolidated identity There is so much
we can say…Only if we are given the right platform… & when people come together, it
does make a SOUND. So let’s join hands & Stand Up For Peace
It starts with me and you, each one of us. This is not just in memory of Mumbai, or
Delhi, or Ahmadabad or a remembrance of the various acts of terror which have affected
us, but is the start of a movement...which will lead to a simple awakening. We all need to
“Participate in the process of being peaceful” In order to Stand up for Peace we need to
consciously exercise our power to think and our right to question and reject any ideology,
religious beliefs, passions or prejudices propagated by any political party, leaders or even
relatives/parents which instigate us to commit an act of violence against another human
being. More than ever today we need to participate in the process of ensuring we have
secure, safe & peaceful surroundings. It’s time to stop just talking and start doing.
An action which will enable us to do our bit in making our surroundings more secure.
Offices, Schools, Campuses similar establishments are vulnerable. Do not have basic
security. No trained guards let alone security agencies of the state. Basic security &
safety mandates for such places can help avoid a crisis situation, why only terror our
schools, campuses and establishments do not even have a fire drill, an alarm, a training in
evacuation. Such basic mandates will go a long way in managing and albeit avoiding
crisis.
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Wh en we say “Peace is
My Birth Right, Let it start with ME” it means more than just demanding it for myself
from others It asks for everyone to support it on a common understanding that this is not
something I, you or a few of us can do alone. It will take a large body of people from
amongst us, from Ideas to implementation of the change, is the plan. Focusing on three
broad establishment types Offices, Campuses & Schools, Put and implement a mandate
covering (and additions to this are welcome) basic security, evacuation plans,
communication for people to support and accommodate security measures
What will it take to activate a nation? We ask corporates, security experts, media,
journalists, bloggers, teachers, professors, students, brands, companies, artists, and
individuals, each and every one of us to come forward and participate in forming and
implementing this MANDATE. To make Homes, Offices, Buildings, Schools, Campuses
& City safe, better equipped to manage crisis. Share your thoughts and ideas on simple
effective steps towards a better and secure establishments here in this space .
Come Diwali, and there is this mad rush to catch up with everything. The little time we
have is spent juggling work, friends, brands, shopping, gifting, H1 closings and what not.
Well we are all for gifting, after all its tradition. We must admit, we started on the same
note but somewhere along the line added to this a small tradition of our own. We believe
that the spirit of Diwali lies in sharing, and like any action it begins with a thought.
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We invite you, our partners, friends, peers and clients to donate two minutes of your time
this Diwali. “Your action can activate a future” and we ask you to support this thought.
Leave your message in this space and we will contribute a humble amount on your behalf
to The Akanksha Foundation: a leading NGO working in the field of children's education.
So this year let’s celebrate Diwali with a difference and illuminate the life of the
underprivileged.
Ms ambika national Head of Jagran Solutions, a unit of Jagran Prakashan Limited has
been invited to be part of the jury at The MAA Globes Awards 2008, organized by MAA
Worldwide. Ms Sharma will represent Asia Pacific, along with other jury members, at the
awards to be held in USA in October. Jagran Solutions is the activation vertical owned
by Jagran Prakashan Ltd. It is a leading Integrated Marketing Communications Agency
specializing in Planning and implementation of measurable Brand activations in India.
The group also owns Multimedia brands like, J9 Mobile, Engage, Sakhi, & I next in
addition to the Super Brand Dainik Jagran under its umbrella.
Each year, MAAW recognizes the very best work in Promotion Marketing from world
over in the MAAW GLOBES Recognition Program. Gold, Silver and Bronze Winners
(or the equivalent) of Award Campaigns are run by GLOBES Partners in Argentina,
Asia, Australia & New Zealand, Brazil, Ireland, Israel, Japan, Russia, Switzerland,
Turkey, United Kingdom & the United States of America.
The MAA champions the highest standards of excellence and recognition in the
marketing communications industry via the highly successful Globes Awards. Now in its
eighth year, the 2008 program is the industry's leading international recognition program,
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and the only competition of its kind. Before entering the Globes program, however,
entrants must first win locally through a qualified awards program in their own country.
This year, it is apparent that Promotion Marketing techniques and disciplines are now
being used by marketers much more evenly throughout the region than in the past and
many of the strategies and executions were truly world class. Marketers are clearly
challenging strategies in order for their brands to stand out from the ever-increasing
market clutter. It was also very pleasing to see the increase in campaigns for local Asian
brands,” said Mike Da Silva, Director, PMAA, and President, Marketing Agencies
Association Worldwide (MAAW - organizers of the MAA Globes).
The winners are picked from amongst the awardees of the Best Promotion Awards in
25+such programmes around the world, including APMA from Australia & New
Zealand, ISP from the UK, the Promotion Planning Awards from Japan, PMAA from
Asia, PMC from Europe, and PROMO Pro Awards from the US.
Ms Sharma has also been on the jury for the Promotion Marketing Awards of Asia
(PMAA) of 2008. She has been with Jagran Solutions, since its inception and has been
instrumental in making it one of the leading below the line marketing communications
companies in India. Jagran Solutions is omnipresent as a winner at the PMAA and has 2
awards to its credit in 2007.
Last year, 51 Globes, Silver and Bronze Awards were presented in 16 Campaign
categories and 51 merit certificates to agencies around the world. The judging process
was conducted online.
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Marketing Agencies Association Worldwide (MAA) is the only organization dedicated to
CEOs, Presidents, Managing Directors and Principals of marketing services Companies.
New Delhi, Delhi, India, Friday, March 19, 2010 -- (Business Wire India)
India’s first-ever Brand Activation Summit (BAS) 2010, was organized by Jagran
Solutions and afaqs! at ITC Sheraton today. The Summit brought together leading
marketers, activation specialists along with other eminent industry experts who addressed
and provided an insight into the power of activations. The underlying theme of the
Summit was “Redefining the Return On Investment”. The Summit was designed with the
aim to share best practices, award-winning case studies, and discuss methods of earning
much higher returns in the age of neo-consumerism.
The Summit was commemorated by the welcome speech of Prasanna Singh, COO of
afaqs!, which followed a keynote by Dr. Pinaki Dasgupta, an Associate Professor-
Marketing at IIFT, on Changing Lifestyle & its Impact on Consumer buying behavior and
thereby role of activation in the business of today’s marketing .
The first panel discussion was titled “Of, by and for consumers”. The panel discussed the
emergence of brand activation as an integral part of marketing plans, the reasons behind
it and the pitfalls to be wary of. The panel members comprised of Amita Karwal,
Executive VP (Lintas Media Group), Ambika Sharma, National Head (Jagran Solutions),
Suvodeep Das, Marketing Head (Kaya Ltd.) and were moderated by Ishan Raina, CEO-
OOH Media.
Announcing the summit, Ambika Sharma, National Head, Jagran Solution said, “This
summit is a platform for marketers, activation specialist & industry experts to share best
practices, award-winning case studies, and discuss methods of earning much higher
returns in the age of neo-consumerism. Advances in marketing strategies, changing
media habits and focused approach are making activations an essential tool for
communication benefits of products & services.”
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A case-study was presented by Sudipta, Head Marketing (Bharti Del Monte) on a
successful Brand Activation campaign. This was followed by another panel discussion
on “The Currency of Brand Activation”, how well it can be measured and its
effectiveness in comparison to other marketing tools.
The final panel discussion of the summit was on the “categories that lend themselves best
to activation” and “ways of maximizing ROI”.
At the end, an audience poll was conducted to measure the “Live” brand activation on
various parameters like idea, execution, and change induced in perception and intent, etc.
post which the results were announced.
About 150 delegates from across the country, including Chief Executives, Senior
Management, Marketing, Advertising and Branding participated in the summit.
Jagran Solutions is a new age marketing communications company which provides brand
activation solutions via Consumer Connect Strategies. It is a part of Jagran Prakashan
Limited. The group owns multimedia brands like J9 Ventures providing VAS and mobile
marketing solutions, Jagran Engage: OOH media solutions, I Next: tabloid for youth.
Jagran is a national agency and a pioneer in Integrated Marketing Communications
specializing in Planning and Implementation of measurable Brand activations in India
with offices in Delhi, Mumbai, Bangalore, Kolkata and Chennai.
Aboutafaqs!
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Jagran Solutions takes Mountain Dew ‘Get Grip on your Fear’ campaign across 7
cities
Jagran Solutions – India’s leading new age marketing agency that provides solutions for
Brand Activation via Consumer Connect Strategies, has recently launched Mountain
Dew- Get Grip on your Fear Campaign for Mountain Dew. The main aim of the
campaign is to depict the fearless attitude of the brand & to showcase the new Grip pack
to consumers.
Mountain Dew- Get Grip on your Fear Campaign conceptualized by Jagran Solutions is a
multi-media campaign led by on-ground activation. The campaign is supported via a
mass media which includes OOH, Radio, Print and Activation.
Alpana Titus, Executive Vice President, Flavors comments, “The prime objective was to
create brand experience & salience among target audiences in potential markets. We
have invested in impact marketing, such as print, radio & signage’s across places to
increase permanent visibility. The idea was not just to touch a city, but to go deeper into
the state and create optimum impact”.
The campaign has a strong on ground component leading the Darr ke Aage Jeet Hai
Campaign. During the campaign, road shows and interactions were conducted across
marketplaces and high-visibility localities. The activation aimed to enhance brand
connect with the consumers and to introduce the new Grip Pack of Mountain Dew to the
target group by engaging them in adventurous games. Mountain Dew, via this activity,
has targeted male audience in the age-group of 18-32 belonging to SEC A & B. It has
been executed in non-metro cities that have been cited as highly potential markets for the
brand. Many activities such as Spider Web, Monkey Crawling, Fidget Ladder and
Conquer on the Wall were used to interact and engage with the participants. The
campaign creative’s and concept has been developed by Jagran Solutions for Mountain
Dew.Ambika Sharma, National Head Jagran Solutions comments, “It’s a campaign
which combines reach, brand, experience, interaction, engagement and sampling with an
integrated mix of media support ensuring a strong brand presence for the consumer. The
reaction and results have been extremely encouraging so far”.
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Jagran Solutions is handling on-ground activity which started on 22nd April in Lucknow,
Kanpur, Allahabad, Bareilly, Gorakhpur, Varanasi and Moradabad to be concluded on
26th May’ 2010. Media partners include Dainik Jagran for Print and various FM
channels like Radio Mantra, Radio Mirchi and Red FM in different cities.
New Delhi 9th June 2010 : Jagran Solutions – India’s leading new age marketing agency
that provides solutions for Brand Activation via Consumer Connect Strategies, recently
did a mall activation “Are you the Ultimate Jackie Chan Fan?” aiming to find the
ultimate Jackie Chan fan for Star Movies. A series of 17 movies to be aired on Star
47
Movies during the entire month of June 2010 to celebrate “The Ultimate Jackie Chan
Festival”.
Star Movies is searching for the Ultimate Jackie Chan fan and the winners will get a
chance to meet Jackie Chan. The objective is to promote Star Movies “Jackie Chan Film
Festival” by creating awareness and brand excitement, there by resulting in an increased
number of viewers for the festival. The on-ground activity took place on 29th May and
30th May in Mumbai, Delhi, Pune and Bangalore.
Ms. Ambika Sharma, COO, Jagran Solutions comments, “Jackie Chan is a brand by
himself, the fan base is huge. It was great to see how fast consumers connected with the
initiative by Star Movies. What’s more it’s as if they at some point in their lives did
practice the Nunchaku, and the action sequences. The response has been over whelming,
each day turning into an event in its self with large numbers of participants each team
member has their hands full managing the ‘fans’ with the numbers growing by the
minute”.
The multi city activation was conceptualized taking into account the fact that “Jackie
Chan” movies have a mass appeal and thus to reach a large section of the audience in a
planned sequence of Information, awareness, interaction and finally participation was
imperative. The locations were chosen carefully so as to be able to reach premium and
mid segment audiences at malls. Jackie Chan fans could also log onto Star Movies to
catch the action. It also aimed at creating a creating word of mouth for Star Movies .
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AN OVERVIEW OF JAGRAN GROUP
Price / Recommendation CMP 126 (FV 2) HOLD (Medium Risk - Medium Return) Company Background
Jagran Prakashan was started at Jhansi in 1942 by freedom fighter Late Shri Puranchandra Gupta, as a small
Hindi newspaper “Dainik Jagran” to take up issues of common Indians in British Rule. It was started to aid
“Quit India Movement”. In independent India, the headquarters were shifted to Kanpur in 1947. JPL is a part
of media & education conglomerate Jagran group. The group has interests in Print Media, Web Media
(through JPL), Electronic Media (IBN 7 Channel in JV with TV 18 group), Sugar (2500 TCD Mill at
Saharanpur), Education (Jagran Public School, Puran Chand Vidyaniketan and Institute for mass
communication & Animations), Hosiery (Jagmini Micro Knit), Electrical equipment (Jagran Micro Motors
Ltd) etc. JPL has the following business verticals: Print Media: (Printed products are also available as E-
Paper.
53
LIST OF MAJOR EVENTS BY JAGRAN GROUP.
Events like Auto Expo 2010, Common Wealth Games 2010, Soccer World Cup 2010,
followed by Cricket World
Cup 2011 etc. Lined up, expect better business for Media Industry and JPL in particular.
Besides increased
Circulation, more advertisement revenue is expected during the events.
Promoted by the Gupta family, the Jagran group is one of the well known business
groups in North India and is immensely popular for its Hindi daily ‘DAINIK JAGRAN’.
Promoted in 1942 by the late Puran Chandra Gupta, a freedom fighter, Dainik Jagran is
currently ranked as the No. 1 Hindi newspaper in India. With a strong readership base of
17.5 mn readers spread over 8 Indian states, Dainik Jagran reaches out to nearly 56% of
the Indian population. The newspaper covers a vast geographical area comprising the
states of UP, Uttaranchal, Punjab, Bihar, Delhi, Haryana, Jharkhand, and M.P. And parts
of Rajasthan.
Today, Daink Jagran has 31 printing centres located at Kanpur, Lucknow, Agra,
Gorakhpur, Varanasi Allahabad, Jhansi, Meerut, Haldwani, Dehradun, Aligarh, Bareilly,
Moradabad, Ranchi, Jamshedpur, Dhanbad, Bhagalpur, Muzaffarpur, Ludhiana, Panipat,
Hissar, New Delhi, Jalandhar, Patna, Bhopal and Rewa. Dainik Jagran, with its strong
brand identity, is the only Hindi Daily that provides umbrella coverage to the entire
54
‘Hindi Belt’. The group, owned and managed by the Gupta family, now headed by Mr.
Yogendra Mohan Gupta and
Mr. Mahindra Mohan Gupta, both of whom are ably supported by other family members.
Financially strong, the Jagran group has been expanding its businesses, by leaps and
bound. The Jagran Group has other business interests also, namely a 3000 TCD Sugar
Mill at Saharanpur, Jagmini Micro knits (P) Ltd. Manufacturing knitwear socks as 100%
EOU. They are also involved in educational activities at Kanpur as well as in Noida.
The group is running a C.B.S.E. School in Kanpur – Puranchand Vidya Niketan that is
located in south Kanpur. The school is a landmark in its area. The group has also setup a
public school in Noida “JPS” and a multimedia and mass communication institute
“JIMMC” at Noida. They have recently launched their 24 hours satellite news channel
under the name of Channel 7 JTV, which is a digital channel.
He is also the Chairman of Shakumbhri Sugar and Allied Industries Ltd., Chairman and
Managing Director of Jagran Prakashan (P)Ltd.., Director of Jagran Ltd., Jagran Micro
Motors Ltd., Member( Executive committee) of Indian News Paper Society , Indian
Language News Paper Association , Founder Secretary and Treasurer of Shri Puran
Chandra Smarak Trust, Kanchan Charitable Trust, Past President of Indian Newspaper
Society , Indian Language Newspaper Association, Member of Press Council Of India ,
Audit Bureau of Circulations and associated with many philanthropic organizations.
Mr. Gupta has also been appointed director on the Board of the leading national news
agency, the United News of India (UNI). He has created a niche for himself by his
unequalled devotion to help the language newspapers to keep pace with everyday
changing modern technology and become qualitatively competitive in the newspaper
industry.
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VERTICALS OF JAGRAN GROUP.
CORPORATE PROFILE
I Next is India's first bilingual compact Hindi daily targeted at the youth. Its trendy
content, envelopes the informed, intelligent, interactive and today’s open-to-innovations
generation. i-next, India’s fastest growing compact daily in bilingual format, has caught
on to the pulse of the Young at Heart. In just 18 months it has captured the imagination
of people who look out for newer opportunities and seek deeper probes into the more
relevant issues of changing India of today. It now covers 9 prominent cities in 4 states of
India through its various editions and infrastructure. It distinctly stands apart from its
competitor due to its beautiful packaging of news, attractive layout design and the
versatility of news & features. These accomplishments have made I next the pulse of
today’s Youthful India wherever it is present
Dainik Jagran is the flagship brand of JPL. In today's dynamic media world, where
consumers have an unprecedented array of choices, Dainik Jagran stands out as a brand
that is the choice of millions of Indians as they start their day. A Business and Consumer
Super Brand Dainik Jagran covers 11 states of India. It has been declared by the World
Association of Newspapers (WAN) as the Largest read daily in the world. Dainik Jagran
has also been voted as the Most Credible Source of News in a BBC-Reuters survey. The
genesis for Dainik Jagran was in the year 1942. The year when the freedom struggle of
India reached its crescendo and found expression in the "Quit India movement". Dainik
Jagran was launched during this time with the vision of our founder Shri Puran Chand
56
Gupta, to "Create a newspaper that would reflect the free voice of the people" . This
vision was as much a reflection of the time when it was propounded as much as it is
relevant to us today. Dainik Jagran markets control the political destiny of the largest
democracy in the world, the vision continues to guide India.
INext
I-Next, India's fastest growing compact daily in bilingual format, has caught on to the
pulse of the Young at Heart. In just 18 months it has captured the imagination of people
who look out for newer opportunities and seek deeper probes into the more relevant
issues of changing India of today. It distinctly stands apart from its competitor due to its
beautiful packaging of news, attractive layout design and the versatility of news and
features. These accomplishments have made I next the pulse of today's Youthful India
wherever it's present..
City Plus is the Weekly English Tabloid from the group. It is an English News-Information-
Entertainment paper from 11 editions targeting the geographic communities within a city.
An aesthetically designed all colour newspaper editorially cover a variety of topics from
Food, Fashion, Lifestyle, etc. Apart from this, it also has reader interactivity through
Contests, Coupons, Puzzles, Quiz, Crossword, Games, Polls, Suggestions
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Sakhi is a premium women's magazine targeted at upwardly mobile and outgoing women
in the upper segment of the socio-economic class. The Sakhi reader retains her cultural
values but is contemporary and modern in her outlook. The magazine also highlights the
role of women in modern times and helps them in coping with the outside world
J9 is the value added services division of Jagran Prakashan Ltd. Which is currently
working in the field of mobile value added services and home shopping in an active
manner. It has just launched an Online Digital Classified platform (khojle.in). Projects
under planning include Online Gaming and Live Astro business. J9 Mobile, which is the
mobile vertical of J9 offers Text, Voice and WAP services to users. J9 Mobile also offers
Enterprise and Brand solutions via 57272 platform
JagranInternational
Jagran International is the international division of JPL responsible for marketing JPL
products outside of India. Amongst other things, develops country reports for India, and
works with our international associates to develop India Reports in markets like Ireland,
UK, South Africa, Australia and New Zealand.
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JRC
Jagran Research Centre (JRC) is an independent multidisciplinary research and
consulting organization. JRC has undertaken various projects like accruing vital market
data, organizing strategic planning process for improving customer satisfaction and
enhancing competitive advantage. JRC has developed various methodologies in the field
of Market Research, Consumer research, Perspective Plans, involved in developing
databases on socio economic indicators and expertise for consultation. JRC has also
evolved into a strategic business unit and is publishing, reference books and magazines
for newspaper. These books include Jagran Yearbooks, Country and statewise statistical
databank, Jagran JOSH monthly magazine and others
JagranEngage
Jagran Engage is the OOH division of JPL which specializes in Out of Home media
solutions across India. Jagran Engage covers 900+ towns spread across 370 districts in
27 states. Engage offers comprehensive Out-Of-Home (OOH) solutions to prospects and
customers through its bouquet of offerings of Hordings and Billboards, Unique Street
Furniture, Transit and Mobile Media besides innovative and ambient to suit specific
client requirements
www.jagran.com
The group foray into the internet space has been through "jagran.com" which is the
largest Hindi portal its category. We have entered into a strategic alliance with Yahoo
India and have launched a cobranded website. This we believe will reshape the online
Hindi news and current affairs landscape -- in terms of compelling customer experience
and user engagement.
59
JagranPehel
JagranFoundation
Under the banner of Jagran Foundation there are a series of initiatives that would help
towards the larger cause of nation building. The first in the series of such initiatives is
Jagran Forum - our first step towards "Thought Leadership". The 1st Jagran Forum was
on Democracy, Development and Social Inclusion. The 2nd Forum was on "Democracy
and Conflict Resolution in Asia". Both were attended by dignitaries from across India
and the World including the Prime Minster and Vice President of India have been present
at the Jagran
60
CHAPTER -2
METHODOLOGY
Primary research detailed discussions with event management firms and the corporate
clients. Subsequent additions were made to the interview schedule to suit the specific
events under study.
The secondary information was gathered from various marketing journals and books on
event marketing, sales promotions and publicity. Daily newspaper reading in order to
keep track of various kinds of events also proved helpful.
The information gathered was studied and analyzed. It reveled certain issues in event
marketing which need further attention and some suggestions have been given to make
the Event Marketing industry more effective in order to utilize its full potential and be
mutually beneficial for the Event Marketing agency, the Corporate and the customer.
Exploratory research is a type of research conducted for a problem that has not
been clearly defined. Exploratory research helps determine the best research design, data
collection method and selection of subjects. It should draw definitive conclusions only
with extreme caution. Given its fundamental nature, exploratory research often concludes
that a perceived problem does not actually exist.
61
RSS feeds efficiently supply researchers with up-to-date information; major search
engine search results may be sent by email to researchers by services such as Google
Alerts; comprehensive search results are tracked over lengthy periods of time by services
such as Google Trends; and websites may be created to attract worldwide feedback on
any subject.
The results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation. Although the
results of qualitative research can give some indication as to the "why", "how" and
"when" something occurs, it cannot tell us "how often" or "how many".
SOURCE OF DATA
Primary data
Secondary data
OBJECTIVE
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EVENT DESIGNING
Initial
Canvassing
Concept
Conceptuali-
zation
Customization
Costing
Final Concept
Carry-Out
EVENT
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Example:
Event Jharkhand ka no -1
It is all about the categorizing and awarding the number one in Jharkhand in there
respective field such as builder , lawyer, best institute , best businessman, and best
restaurant and many other category. And it is organized once in a year in Ranchi and
several distics which come under Jharkhand like – Dhanbad, Jamshedpur. Deoghar ,
Bokaro are invited to participate in it to be the Jharkhand ka no-1.
Background
Place : Ranchi
Year : 2009
Duration : 30 Days
64
Canvassing
Many corporates were approached with the initial concept to sponsor the event. The leads
generated through canvassing for sponsors and negotiation with venue owners gave a
strong impetus and indication of success for a particular variation. A leading soft drinks
company could be persuaded to fully sponsor the event.
Customization
The target audience of the soft drink company was pre-dominantly was fun-seeking
youth. The initial concept needed to be changed from a family oriented event to a
youthful event. The budget was needed to be drastically reduced to Rs. 2lakhs per center
and the event was to be simultaneously conducted in 5 locations just to invite the
participants ..
Constraint of budget and specific requirement of the client changed the initial concept of
a two day program to a 3 hour forenoon program titled “Jharkhand ka no-1. The program
essentially revolved around a color rain dance and color blast for young people with
coverage on a popular youth oriented music channel on the television. It was also decided
to use the event coverage as software for future use by the channel. Now the event was
fully sponsored show for a single sponsor with invitations to a limited no. of participants.
The show was fully customized to give pre-dominant importance to the sponsors’ colors
viz. red and blue. The carry out stage involved being exceptionally careful and prepared
for eventualities such as hazards of drunken misbehavior of the youth even though liquor
was not allowed inside the venue. The interaction revolved around a popular VJ
anchoring the show and except for dancing, there would be hardly anything else actually
happening. The carry out stage gets completely taken over by the music channel.
65
Study of all events done by jagran group.
Pehel conference
The purpose of media is to report events. Over the last few years, however, media
companies in India seem as engrossed in creating events as in covering them. A number
of shifting trends in the media business have persuaded these companies - ranging from
publishers in print to radio to TV and even online - to interact with consumers on the
ground through events of varying kinds.
There are two factors at work here. Factor one, even as media consumption is growing,
consumer attention is spreading itself thin across a wider range of media. This means that
66
most media brands - especially in print and TV - have a lower share of consumer interest
each year. On-ground events are an absorbing means of creating a new point of interest
and interaction.
Factor two, and this is more important, throwing in on-ground into the media offering is
likely to increase the client's spend with the publisher. In that sense, this is no different
from offering another medium as an option to the advertiser. Besides, the share of below-
the-line (BTL) in marketers' spends is increasing and publishers would like to dip their
hand into that torrent of funds. Clients are also beginning to feel restless and unhappy
with vanilla advertising. Going the on-ground route serves twin objectives for media
companies - it keeps their audience as well as their advertisers happy.
"Clients are coming to us and saying: 'Forget about your rate card and full page ads. We
have a budget of, say, Rs 50 lakh. You tell us what can you do for us with that?' We say
that we'll give you this much space in print, we will put you on radio and create some
contests for you. They are looking for a comprehensive solution."
For publishers, this translates into conducting brand activation and venturing into
experiential marketing for clients. That also means creating periodical event properties,
for which the media companies have the Intellectual Property Rights (IPRs) and getting
advertisers to sponsor them. The events category could be anything - large format shows
such as beauty pageants, awards night, sports meets, besides leadership and think-tank
conclaves, classic BTL, exhibitions, and of course, CSR (corporate social responsibility)
activities. The last includes events like The Times of India's Lead India and Teach India
movements.
67
The single thread that holds all these categories together? "We are looking at live
entertainment," is the common refrain of media honchos. Even brand activation and
experiential marketing are about keeping the consumer engaged while weaving the brand
into the entertainment. Media companies are new to the live entertainment game and
organizing events is at a nascent stage, so the monies are fairly thin. Of course the extra
revenue doesn't hurt, but the whole idea is to hit the consumer at multiple touch points.
Sujata Bhatt, national marketing head, Radio Mirchi 98.3 FM explains that when brands
go to a traditional events agency, the marketers generally spend money separately to get
footfalls to the venue. "While this is very expensive, the bigger challenge," she says, "is
to create synergies between the on-ground elements and the on-air campaign. Thus
clients spend more money and effort to create solutions, which are sometimes not
cohesive. When the same media company does both, there is better integration of these
factors. It is much easier for a media company to editorially adopt an event if it is
organizing it." In radio, it is common for radio jockeys to keep harping on an event the
channel is associated with.
Speaking broadly, IPR-owned properties are more attractive for those media owners who
want to extend the power of their own brand (it also helps keep the brand top-of-mind in
readership surveys). Events involving brand activation and experiential marketing are the
chosen route when the publisher wants to add an extra platform to attract an advertiser.
A taste of just how specialised this is getting is evident from the structure of Bennett,
Coleman & Company (BCCL), publisher of The Times of India (TOI). Believe it or not,
68
BCCL has four divisions to manage the stuff on the ground. While 360° Experience is
specifically for client activation, Red Cell and Grey Cell try to find on-ground synergy
with the mother brand, TOI. Mirchi Activation, as the name suggests, is aligned with the
group's FM radio brand, Radio Mirchi.
Many of the larger media groups have dedicated activation divisions. Network18
manages its experiential marketing services through E18. The Jagran Group's Jagran
Solutions concentrates on finding solutions for clients. Like BCCL, Reliance Big
Entertainment has multiple divisions such as BIG Live (for live entertainment), BIG
Reach (this is client-led) and BIG Events (a specialized event management company).
HT Events was created a year ago by HT Media to focus on "creating IPRs that will grow
in size and scale over time". Some examples are the HT Leadership Summit, Mint-HT
Luxury Conference and Miss India Worldwide. HT Events aims to have about 20 IPRs
by the end of this year. Other media groups like Outlook and India Today too host regular
conclaves. Down South, Malayalam Manorama has a separate division, Junction K,
created specifically for "integrated media solutions" for clients.
Online companies too find it a great option, whether they are doing the events for
themselves or for a client. Zapak, for instance, has properties such as India Gaming
Challenge, India Gaming Summit, India Gaming Expo and Super Gamer.
One of the early online media companies that has been offering end-to-end brand
solutions to marketers is Hungama, which came into being in 1999. In 2002, it launched
Hungama Events & Promotions, to focus on activation solutions for brands both on-
gound and on the digital and the mobile platforms. Some of the clients that Hungama
boasts of include Unilever, Coca-Cola, Nokia, Videocon and ICICI Prudential.
69
Not alone in the race
While separate activation divisions floated by media groups do compete with traditional
events/experiential agencies, it is these agencies which provide the last link of the
activation chain for media firms which don't have a separate setup to manage events. In
those cases, the ideation is done by the media company's brand team and an events
agency is called in to execute the show.
, "We do not see event agencies as our competition. In fact, they form a crucial part of the
industry's ecosystem with their efficient execution abilities. We compete with other
media houses for an idea that will appeal to the client. First the client looks for the best
idea and then sits down at the table."
But yes, traditional agencies have indeed lost some of the largest media companies as
their clients. E18, for example, will now be taking over the execution of all the in-house
events of Network18 as it completes its existing contracts with agencies. Farhad Wadia,
CEO, E18, affirms, "Now, though we don't pitch, we still have to treat them (in-house
media brands) as separate clients to give them the best solution. It makes sense for the
company to keep the money within the group. Though there is no policy, there is an
understanding that in troubled times it makes no sense for the business to go out of the
network."
One Up
On the face of it, with media on their side, publishers seem to have an advantage over
traditional event management companies. Besides image credibility, they boast of reach
70
as well. For example, Mirchi claims to reach 4.1 crore people across India. Bhatt of
Radio Mirchi, says, "Any brand which associates with us for an on-ground event not only
gets assured footfalls and the audience's touch and feel but also could get huge on-air
equity, through RJ mentions."
MTV is another media brand that owns several properties such as the MTV Music
Awards, Lycra MTV Style Awards, MTV Grind and MTV Roadies. These events not
only provide programming software to the channel but multiple touch points to the
audience and sponsors alike. Says Aditya Swamy, senior vice-president, marketing, MTV
India, "The first touchpoint is the internet where registrations happen. We have a vibrant
digital community which is commenting and blogging about the events. Post registration,
the events go on-ground in multiple cities and then finally go on-air."
The events are both ideated and executed by Viacom Brand Solutions, the activation arm
of Viacom, the parent company of MTV. The job of the traditional agencies, according to
Swamy "has been limited to setting up the stage, putting up barricades and managing the
security". In fact, as the channel has its own production team, even the stage design is
done in-house. That's true for most of the media houses. Likewise, Zee Business has two
big properties - Hunt for India's Smart Investor and Emerging Business Forum - which
not only are large-scale ground activities but also make good use of the channel's on-air
platform.
Another example is Jagran Group's annual property, Punjab da No 1, which has been
replicated in Bihar and Jharkhand as well. The event, conducted in association with Idea
71
Mobile aims to award local achievers such as the best teacher, the best politician, the best
lawyer, the best officer and so on. The winners were chosen through SMS voting to a
short code. The Punjab event, last year, got about three crore SMSes.
A single SMS costs anything between Rs 3 and Rs 6, depending on the service provider.
Even if the average per SMS is Rs 4, that translates into earnings of around Rs 12 crore,
which is shared between the mobile company, Jagran and the government (in form of
taxes).
Even event management firms own IPRs. "We have Celebrate Bandra, Indian Ocean
Corporate Games, M-Cue and others," says Brian Tellis, chairman, Fountainhead
Promotions & Events, adding, "In-house properties bring in more revenue compared to
doing client-led solutions but only in the long-run."
But traditional agencies can't argue with the newcomers' clout. Roshan Abbas, managing
director, Encompass, an event management company (WPP acquired a majority stake in
it last year), concedes, "It is easier for media companies to create their own IPRs as they
have the media available to them to amplify the activity. In our case, we'd have to buy the
media or go out physically to create an audience for the property."
Event managers are unfazed, though. "The entry of big media houses - as well as big
agencies - has lent a 'seriousness' to the platform's perception in the clients' fraternity,"
explains Tellis. Media companies also like to emphasise their superior understanding of
the audience because they routinely delve into readership data. Abbas is unimpressed.
"Their understanding of live interaction with the audience is zero. They understand how
to run a newspaper and they understand the consumption of a newspaper. But they don't
understand the live audience. This audience behaves quite differently."
Abbas points out that media companies can offer only their own platforms, whereas a
Wizcraft or an Encompass could go to Hindustan Times or TOI or anyone else. "What
works for us is that we are media neutral. Media firms will keep pushing themselves
(their brands). A brand manager has to understand that a media-neutral partner is more
critical than a media-focussed partner," he adds.
72
Show me the Money
Is this new business worth all the trouble that media companies go through? Ghoshal of
Mid-Day reckons that, speaking for print companies; events would typically contribute
only a percentage point or two towards their topline. Radio, on the other hand, seems far
better placed to capture the on-ground buzz. Neeraj Chaturvedi, national marketing head,
Fever 104 FM, says that his brand "gets about 20 per cent of its revenues from non FCT
(fixed time commercials), which includes brand solutions for clients and IPRs." HT
Events, according to Anand Bhardwaj, business head - new media initiatives, HT Media,
wouldn't do an event with a topline of less than Rs 1 crore. For Malayala Manorama,
Junction K brings in roughly about 10 per cent of the group's total revenue.
Which platform works best when synergizing for events on the ground? While TV is a
national medium and a suitable platform to provide reach, print and radio can create local
and hyper local involvement, in that order. According to Wadia "as TV ad rates are
lower, its leveraging ability is much lower than for print. For activation, however, it
doesn't matter, which medium you are from as long as your idea is good." The idea being
the centerpiece is a common refrain.
The benefit radio has over other mediums is that it can be highly interactive and generate
feedback in real-time, as in case of Night Rally, a brand activation done by Fever 104 for
Maruti Swift. The on-ground rally also had an on-air component with continuous updates
coming to the drivers through the radio providing them clues for their final destination.
73
Study of other responsibilities of jagran group besides event
Management Company.
74
CHAPTER 3
THE ROLE of media has become very important in shaping present day society. The
print and the electronic media have become a part of one’s daily life. Undoubtedly,
media has attained the role of a powerful organ in virtually all spheres of society. In this
given scenario, media should have a great responsibility as media without accountability
can become a dangerous instrument and can harm the society irreparably. It is said that
’power corrupts and absolute power corrupts absolutely’. Corruption not in literal sense
but presenting news in a twisted manner that suits the channel and misguides the masses
in general is also a sort of corruption.
To know the society you have to be an intrinsic part of it and yet to study it, you have to
keep yourself detached from it. Sounds a bit philosophical but, herein lies the crux to be
a successful journalist. To increase the readership and the TRPs (Television Rating
Points) is not the sole criterion of the media. To present the news in an objective and
right perspective is the primary duty of the media. To criticise just for the sake of it is not
journalism. Criticism is healthy provided it is not subjective and prejudiced.
75
The socio economic conditions of society should be paramount for the
media as it has very comprehensive and responsible role to play in
shaping the societ y. Communication means relating yourself to a vast
multitude of societ y and to work with the masses for its betterment . In
the mad race of ’Breaking News’, the media must not present a distorted
picture of the media . It should not indulge itself in the useless debates .
The foremost and the primary dut y of the media is to educate and build a
purposeful societ y. It should be a ’pillar’ in the real sense and not just an
epitaph. The voice of the media should be such that it will be heard with
respect and may not be lost as of a cacophony of a fish market where the
silence of reasoning is lost in the ensuing din.
Media plays a very important role in bringing about awareness among the
people in societ y. The awareness can be in terms of scientific and non -
scientific thus helping in converging the world . It helps to overcome the
bigotry of the universe . Without Media , they would be totally in fear and
ignorance. These two brings about devastation in the life of people . With
fanaticism, it brings about a lot of discrimi nation among the people
making them superstitious and illiterate . Sometimes, media has its own
disadvantages . Too much of it attacks the privacy of people life speciall y
the popular ones.
76
eulogized policies, laws and reforms of the government for no
appropriate reasons .
77
and the dances. The list is just endless . If that is what you think is part
of the electronic and the print media then please Give me a break!!The
Newspaper Journalism is also going on shoulder to shoulder with
electronic one.All the above and similar cited incidents have taken three
quarters of the front page followed by another half in subsequent pages .
The real important ones making it to the inner pages o r at times get lucky
to be mentioned in front page left corner column.
Media plays a very important role in the building of a societ y . Media has
changed the societies of world so much that we can't ignore its
importance. First of all we should know what the media is . Media is a
source of information or communication . Media includes sources like
print media and electronic media. Newspapers, magazines and any other
form, which is written or printed, is included in print media and in
electronic, media radio, television and Internet etc. are included. In this
age when there are so many channels and newspapers we cannot ignore its
importance in the societ y.
Media has lot of responsibilit y on its shoulders as today's societ y is very
much influenced by the role of media . We believe in what media projects
to us. We change our minds according to the information provided
through it. In the past when the media was not so strong we were quite
ignorant about what is happening around us . But today we come to know
very quickl y what is happening around us . We have the access to all the
international news channels that provide us the facts and figures .
Considering this fact that media has the power to influence societ y, it
should know its responsibilit y towards societ y . It should feel its
responsibilit y to educate the societ y in a positive way . It should be
giving us fair anal ysis and factual information.
ROLE OF MEDIA IN DEMOCRACY
78
choices rather than acting out of ignorance or misinformation. Second,
information serves a “checking function” by ensuring that elected
representatives uphold their oaths of office and carry out the wishes of
those who elected them . In some societies, an antagonistic relationship
between media and government represents a vital
and healthy element of full y functioning democracies . In post-conflict or
ethnicall y homogenous societies such a conflictual, tensionridden
relationship may not be appropriate, but the role of the press to
disseminate information as
a way of mediating between the state and all facets of civil societ y
remains critical. Support for media is a critical prong of U.S . democrac y
and governance assistance.
While media is considered by USAID to be a part of the civil societ y
arena, it is well known that media overlaps other functiona l areas of
democracy and governance . For example, support for media may yield
results in governance activities, particularl y those related to
decentralization, anti -corruption, and citizen participation in the policy
process. The rule of law may be further institutionalized by support for
an independent media that keeps a check on the judiciary, reports on the
courts, and promotes a legal enabling environment suitable for press
freedom. Free and fair elections conducted through transparent processes
require a media sector which gives candidates equal access, and reports
the relevant issues in a timel y, objective manner.
Most notabl y, Article 19 of the1948 Universal Declaration of Human
Rights states, “Everyone has the right to freedom of opinion and
expression; this right includes freedom to hold opinions without
interference and to seek, receive, and impart information and ideas
through any media and regardless of frontiers.” Within the context of
supporting democratic transitions, the goal of media development \
generall y should be to move the media from one that is directed or even
overtl y controlled by government or private interests to one that is more
79
open and has a degree of editorial independence that serves the public
interest. If the media is to have any meaningful role in democracy, then
the ultimate goal of media assistance should be to develop a range of
diverse mediums and voices that are credible, and to create and strengthen
a sector that promotes such outlets. Credible outlets enable citizens to
have access to information that they need to make informed decisions and
to participate in societ y. A media sector supportive of democracy would
be one that has a degree of editorial independence, is financiall y viable,
has diverse and plural voices, and serves the public interest . The public
interest is defined as representing a pluralit y of voices both through a
greater number of outlets and through the diversit y of views and voices
reflected within one outlet.
80
Expand educational and practical programs in electronic
information gathering and dissemination
Expand educational and practical programs in business,
management, and technical skills
Increase professional contacts and
collaboration between domestic and foreign media companies and
institutions
Protect key resources, such as film and archive materials that
document historical developments, outside news feeds, electronic
information sources (such as Lexis -Nexis), access to public
records, policymakers and
Future Trend
The Indian Media and Entertainment industry is forecasted to grow at an
annual growth rate of 19 per cent to reach Rs 83,740 crore by 2010.
Radio - 32%
Music - 1%
Television - 24%
Film Industry - 18%
Print Media - 12%
81
Print Media - Rs 19,500 crore
Advertising
82
can be displayed on billboards, newspapers, T.V., websites, movies and
more
Ideall y, advertising should not cost you money . Unless your ad campaign
is generating more than it is costing, there is something wrong . Of course
you cannot expect great results overnight . In the mid 1990's print media
was the main advertising media on the schedule for SME's around the
world - how things have changed.
83
One of the main reasons it still works is the fact that people tend to be
very much away from work when they are reading information and
looking at adverts in print . If we look at magazine advertisements , their
main advantage is the fact that a very targeted audience is seeing them .
This is of huge benefit to the advertiser and magazine advertising gives
them the space to capture potential customers when they are at their most
relaxed.
Another area to consider for print is yellow pages and other directories .
Some directories are now very targeted and the advantage to this format is
that people are actuall y looking for adverts . The other thing to consider
is cost and an annual price for an eighth page in a directory can be very
reasonable.
Newspaper Advertising
With newspaper advertising, you have the choice to reach a large or small
geographic collection of people . With National Newspaper Advertising ,
the coverage can be huge, but so can the rates . What you have to do here
is weigh up if the advertising costs can be justified. A classified advert
in a national can cost around £30 per scc (single c olumn centimetre) but is
more likel y to be around £50 . A DPS (double page spread) in a national
84
like the Guardian will be around £34,000 . So, make sure that you set
yourself a realistic budget when you look at the national's.
The advantages of print media enables you to send in the copy and have it
displayed on the section you want within a few days . If it is a classified
ad, this can be just 48 hours . The beauty of print media advertising is
that you can be as creative as you wish, as long as you follow the
guidelines set out by the newspaper . This will usuall y exclude nudit y a nd
strong sexual references in the copy and publishers will usually adhere to
advertising standards legislation.
PUBLICITY .
Education
85
1. DPS Bhagalpur launch.
BRANDING.
Initiatives by Jagran PEHEL for needy poor people who don’t have event blanket to
protect themselves from winter. this concept is based on the collection of old woolen
clothes and blanket from rich people who are not using this due to any reason. And this
clothes is collected by Jagran team and distributed to the poor people.
86
Arpan - A social initiative of Dainik Jagran Readers - We Collect blanket, old clothes,
shoes, etc from Committee for Protection of Democrative Rights, West Bengal to help
for poor people.
ENTERTAINMENT.
We have organized two days event “Jagran Film Festival” on dated 19th &
20th June
2010 at IP cinemas ,Varanasi . Total five art films were shown in this festival i.e.
Gulal, A women is a Women, Everybody says I am fine, Belle De Jour and Dharm.
Approx 1500 audiences participated in this festival and appreciated this effert of Dainik
Jagran .Mr.Rahul Bose (Actor-Director) and Piyush Mishra(Actor, Singer, Writer,
Lyricist and Music Director) were invited as celebrities of Jagran Film
Festival,Varanasi. We have invited Commissioner ,V.C.( Mahatma Gandhi Kashi
Vidyapith), I.G., Mayer , District Magistrate of Varanasi as guest of this film festival
.They all were welcomed by Res. Director sir (Sri. V.K.Gupta ). Great Branding,
Great Initiative, Grate Gathering and Great Arrangement have made this event a very
successful event in Varanasi
87
Father`s Day Celebartion
Vishwa Bhojpuri Sammelan( Ghaziabad)
in Delhi
Noida--20/06/2010
Noida--09/01/2010
Father’s Day – was celebrated with great zeal & enthusiasm all over Delhi NCR.
In media partnership of Dainik Jagran, Purvanchal Ekta Manch, and Delhi organized
In Shipra mall we had message from son to father, photofunnya - on the spot photo of
Vishwa Bhojpuri Mahasammelan in Dada Dev Mela Ground, Sector-8, dwarka, Delhi.
father & son were shot & after framing them were given to them & free gift to all
This was a 2 days program where eminent personalities
walkers.
from politics, Entertainment & literature had taken part of it & raised their voice for
Bhojpuri language. Lok Sabha Speaker Smt. Meira Kumar had inaugurated the
Mahasammelan.On this ocassion, Nishikant Thakur ji(Chief General Manager, Dainik
Jagran) received Patrakarita gaurav Samman for his great contribution to journalism. The
award was presented by smt. Meira Kumar.
Chapter4
88
any other topic. These journalists say that their primary concern is
accurate, clear reporting—they are less concerned about the consequences
of their story once it is published . But that approach may result in shodd y
journalism and potential harm to the public . I assert that it isn't sufficient
to be accurate and clear when covering health news . Journalists have a
responsibilit y to mirror a societ y's needs and issues, comprehens ivel y and
proportionall y. Often that doesn't happen in health news.
89
Editors, reporters, and writers need to scrutinize the terminology used in
health news. Vague, sensational terms (such as “cure,” “miracle,” and
“breakthrough”) may harm news consumers by misleading and
misinforming. At the core of journalism's values, such terms should not
be used because they are meaningless.
It is not the role of journalists to bec ome advocates for causes . However,
I believe that journalists have a responsibilit y to investigate and report on
citizens' needs as they struggle to understand and navigate the health -care
s ystem. People need help in understanding the ways in which scien tists
and policymakers reach conclusions . In that sense, there is an inherent
educational role that journalists must assume .
Television viewers are likel y to see many more one -sided political ads
about health policy issues than balanced, comprehensive news stories
about such issues . In m y current research, I am anal yzing health policy
news coverage on three award -winning TV stations in three different parts
of the United States in 2004 . Despite the fact that American voters
ranked health care as their third leading concern (after war and the
econom y), the three stations I monitored devoted little time to health
policy issues. My anal ysis shows that in ten months (326 hours of
stations' key late night newscasts) on these three stations, there was onl y
90
one story on the uninsured . Presidential candidates' health polic y
platforms drew a combined total of seven minutes of news —an average of
23 seconds per story, or about 15 seconds per stati on per month of the
2004 campaign. Whether it is preclinical news that is not ready for prime
time, or clinical news that oozes optimism over unproven ideas, or a
disdain for health policy news, television journalists seem to have
abdicated their possible agenda-setting role.
Journalists must weigh the balance between the amount of attention given
news about medicine and the attention given news about health and the
social determinants of health . There may be too much news about the
delivery of medical services and not enough news about the cost of,
qualit y of, and evidence for those services . The current imbalance may
contribute to the nation's health -care cost crisis, driving up demand for
expensive, unproven ideas . These are responsibilities journal ists may not
encounter in covering other topics . In health news, they are everyday
issues.
Health reporting does involve “telling a story,” but it also requires writers
to take on additional responsibilities through the story cycle —finding the
story, collecting information, and writing it.
Standard news criteria such as timeliness and impact may be used to pick
stories. But in health reporting, context is crucial . Research advances to
be reported need to be placed in context . This may be achieved by cit ing
earlier research on the topic and seeking out comments from independent
experts who could put a new finding in perspective . Sometimes health
research throws up contradictory findings . Is a gene linked to a disease?
One study finds a link . Another does not. Such situations demand
interpretative and anal ytical skills on the part of health writers .
Otherwise, writers may mislead readers, or leave them confused.
91
EXPOSURE OF CORRUPTION
The destructive impacts of corruption in the live of nations through out the
world is ackowledged . Corruption is perharps the most important factor
that is impeding the accelerated socio -economic transformation of
developing or less developing countries (LDCs) of the world . Infact, it is
recognised by development scholars that the level of reduction in
corruption has a very direct link to the level of economic development of
nations in the world .
The media and Civil Societ y groups have been identified as the two ver y
important weapons to fight the scourge of corruption w orldwide. In
Nigeria, the independent press, by which we refer to the newspapers and
the newsmagazines, have been activel y involved in checking the excesses
of governments and as well as others in positions of authorities . Of
course, the story of the Nig erian mass media, especiall y the printed press,
can be said to be a story of stuggle since the the late nineteenth centur y
when the first newspaper Iwe Iroyin Yoruba was established in Abeokuta,
present day Ogun State. The coming of newspapers like the Co met of Mr.
Ali, the Egyptian, the West African Pilot founded by the late Dr . Nnamdi
Azikiwe and later the Nigerian Tribune of late Chief Obafemi Awolowo,
among others, notched up the opposition to colonial struggle especiall y
against perceived undue domi nance, bad governance, injustice and
corruption of the time. So, from the struggle against colonial lordship,
civilian misgovernance of the first republic, military dictorship to the
seeming lackluster performance in the current civilian dispensation, the
Nigerian print media, especiall y privately owned, could be said to have
indeed com e a long way.
CORRUPTION DEFINED
92
Corruption is coined from the Latin word; corruptus which in essence
means ‘to destroy’ . Wikipedia, the free encyclopedia offered that
Corruption is essentiall y an impairment of integrit y, virtue or moral
principle; dep ravit y, decay, and/or an inducement to wrong by improper
or unlawful means, a departure from the original or from what is pure or
correct, and/or an agency or influence that corrupts . The Encyclopaedia
listed diffrerent t ypes of curroption . Two t ypes rel evant to this paper are;
I will add ‘Econonmic Corruption’ to the list for the purpose of clarit y
onl y, as the definiton (2) above also incorporates its main ingredients.
93
(1999) in ‘The Impact of Corruption on the Poor in Transition Countries’,
"The conditions of these countries are such that corruption is likel y to
have different causes and consequences than in more developed countries.
The socio-economic conditions in low income countries are more
conducive to the growth of corruption . Corruption is a symptom of deep -
rooted economic and political weaknesses and shortcomings in the
legislative and judicial system of the count ry. To aggravate the situation,
accountabilit y in these countries is generall y weak, the chances of being
caught are small and the penalties when caught are light"
The inference is that it is almost impossible for the LDCs or low income
country to join the league of developed nations if corruption is not
effectivel y tackled . In a corrupt system, characteristics such as
infrastructural decay, lack of patriotism, subjugation of collective
interests, improper implementation of policies and programmes and a
disconnect between vision and its realization are prevalent . So, for
Nigeria hoping to become one of the 20 most developed economies in the
world by the year 2020, the fight against corruption must be one of the
topmost priorities of the Government at all levels.
94
developing countries have a special task of explaining to the people the
link between corruption and their present state of backwardness and
under-development.
He also reiterated the need to educate and inform those in control of the
nation's resources as to the correct way r esources must be allocated and
disbursed. I agree with him .
One tends to agree totall y with Rick Stapenhurst (2000) that corruption is
a negative factor which must not be allowed to grow . He said in his paper
‘The Media Role in Curbing Corruption’ that "available evidence shows
that if corruption is not contained, it will grow . Once a pattern of
successful bribes is institutionalized, corrupt officials have an incentive
to demand larger bribes, engendering a "culture" of illegalit y that in turn
breeds market inefficiency"
95
The World Anti -corruption Watchdog, The Transparency International,
reported in its recent anti -corruption handbook that a free and
independent media is one of the principal vehicles for informing the
public about corrupt activit y. TI noted that by investigating and reporting
on corruption, the media provides an important counterpoint to the abuse
of entrusted power fo r private gain, shedding light on the wrongdoings of
public office holders and corporate executives alike . As such, it
significantl y contributes to the basis of knowledge with which citizens
can hold both public and private institutions to account.
96
journalism workshops in Africa, Central and Eastern Europe and more
recentl y, in Latin America and South Asia.
A symbiotic relationship often exists between the press and the anti -graft
agencies, ie the ICPC and the EFCC . While the press depends on the
agencies’ reports and findings to put together juicy, and often dramatic
97
news reports, the agencies also enjoy adequate public presence and
coverage. The reports of activities of the agencies has mobilised support
for them and their officers to the extent that they are now seen as heroes
and heroines of some sort . The widespread conce rn that is attending the
current travails of Mallam Nuhu Ribadu, the erstwhile Chairman of the
EFCC attests to this.
The print media in recent years has also been proactive in identifying
questionable and unexplained wealth of leaders thereby arousing public
interest and concern . It is true that such cases may not be currentl y under
any investigation but it is a veritable reference material for future
investigations into such matters . Some government officials and leading
Politicians who have acquired properties far above their earn ings are
being exposed regularl y by the Nigerian Press .
98
reference to such cases and in a way putting preasure on anti -graft
agencies to revisit the case and commence prosecution . A case that comes
to mind is that of former NPA chairman refered to earlier.
Despite the commendable contributions of the media to the anti -graft war,
it is however important to point out that the level of development of the
Nigerian printed press may constitute hind rance to its effective
performance of its roles as a major anti -corruption watchdog . The level
of the industry’s economic development, for example is still poor . Most
media organizations are under -capitalized . To survive, most media houses
depend heavil y on advertisements from the same institutions and
governments they are to watch . Also, in some media houses, many
months of salaries are owed staff and where regularl y paid, they are too
low for any meaningful existence . This near-beggar status of media
houses and their staff can not ensure strict adherence to the ethics of the
profession.
99
prevent ‘damaging’ news items injurious to the health of such interests
from seeing the light of the day.
It is also important to point out the need for adequate training is required
for many journalists . The fear of some of the opponents of the FOI bill
stemmed from the visible quacks in the profession who have been giv ing
journalism a bad name. Such quacks are not necessaril y trained in the
basics of the profession especiall y the observance of mass media law an d
ethics.
100
The media are generall y seen as a key element in combating corruption .
Evidence from rich countries shows a strong link between press freedom
and the fight against corruption . By ensuring public awareness of
corruption, free and independent media promote transparency and good
governance. The media assist by focusing a spotlight on corruption and
building a public consensus for improvement.
A survey of six Thai newspapers over the past five years reveals many
news reports on corruption. Topping the list were reports on abuses of
power by public servants, follo wed by corruption in government
procurement. The next most frequent reports were on vote -buying and
political influence in public sector appointments . Private sector
corruption stories (accounting for onl y about a quarter of all corruption
reports) involved embezzlement, corporate fraud, and some instances of
media corruption.
Despite many reports on public and private corruption, the media have
had very little impact, at least as measured by public follow -up actions
and especiall y by prosecutions of thos e allegedl y involved in corrupt
activities. Very few of the cases reported over the past five years have
resulted in serious legal investigations, court cases, or prosecutions.
A news report certainl y is not proof of guilt . This is a matter for the legal
s ystem to determine. What is clear, however is that, relative to those
101
reported, there have been very few cases pursued through the legal
s ystem, and Thailand remains burdened with a perception of relativel y
high levels of corruption . The key factor is the absence of well -
developed social, political and legal institutions to deal with corruption.
Exposure of corruption is helpful onl y if there is a political will and there
are social institutions to deal with it . Thailand is still very much in its
infancy in this regard . While its media are relativel y well advanced, other
institutions lag behind, as does the political will to do anything about it.
Several other factors limit the effectiveness of the Thai press . Thailand
has exceptionall y low levels of press readership . Freedom to report on
corruption is useful onl y if people read the news . In fact, international
experience shows corruption to be more closel y linked to press readership
than to press freedom . Unfortunatel y, Thailand has a very low l evel of
press circulation by international standards, even after taking account of
her level of economic development . While exposure to the electronic
media might be greater, the freedom of non -print media is much more
seriousl y constrained . The electronic media are tightl y regulated .
Whereas the print media are largel y in private hands and enjoy some
important constitutional protections, the allocation of radio and TV
outlets is entirel y controlled by government agencies, including the
military. Unfortunatel y, the electronic media are the most important
source of news for large portions of the Thai population . Furthermore the
Thai press is not as free as commonl y thought . Despite new constitutional
protections of freedom of speech and of the p ress (Articles 39 and 41), the
press is still hampered by strong libel laws . Whereas libel laws are
commonl y employed against the press, recent constitutional guarantees
have not been tested in the courts, and there is increasing concern about
the influence of strong political and commercial interests on media
conduct and content.
102
The simple link between corruption and press freedom – greater press
freedom being associated with less corruption – applies onl y among rich
countries. Among lower income countries the relationship is much more
complex. In the absence of political will and adequate legal institutions,
the press can have onl y a limited impact on corruption . The media are
onl y the messengers . The greatest hope is that continued press freedom
will help feed a desire for the deeper institutional changes necessary to
create a transparent and less corrupt societ y.
103
The World Bank study of 97 countries makes some convincing arguments:
105
key public sectors such as judiciary, parliaments, etc . Second, qualitative
research and risk assessment is also largel y absent . This latter aspect is
one that we have attempted to focus on - by providing some preliminary
anal ysis of issues and risks in the sector .
Cultural exchange programmes and study tours: The cultural sector also
provides rather extens ive opportunities for full y or partiall y funded
exchange programmes and study tours abroad for purposes of cultural
exchanges. These may range from exchanges being organised at school
level to those at the level of senior public officials . The public bodies
(such as Cultural Boards, relevant Ministries or local authorities) in
charge of the exchanges usuall y have to exercise a degree of discretion
106
when selecting the participants of the relevant exchanges and tours
abroad. This can be used as a vehicle fo r bribery and undue favours .
Grand Corruption
107
Construction and refurbishment of establishments: Again, as in
many other sectors, the cultural sector would often have to deal with
construction contractors to conduct construction, refurbishments and
maintenance of museums, monuments, etc . There are numerous corruption
risks associated with construction . For more information, see U4
Helpdesk Answer "Resources on corruption in the construction sector".
108
illustrative purposes, here are t wo recent examples of grand corruption in
the culture sector:
Korea: The head monk of Hwaomsa Temple, one of the nation's largest
temples, is currentl y wanted by the police for allegedl y embezzling 600
million won ($600,000) granted by the central and local governments for
repairs to the temple's cultural assets…Such embez zlement and other
illegal practices associated are unfortunatel y not new . In 1999 there was
a 20 billion won ($20 million) embezzlement case involving Seoul's
Chogye Temple.
China: At the local level, administrators often turn a blind eye if money
can be made through selling cultural objects . On the other hand, simple
neglect of ancient sites and the destruction of sites due to large real estate
projects, agricultural development, and infrastructure projects pose a
threat. The Three Gorges Dam project, f or example, is likel y to inundate
a large number of antiquities . Brave attempts to save material from
individual sites concern onl y a small part of the total area . Meanwhile
smugglers have found it easy to negotiate with local officials, and large
amounts of material from the upper Yangtze have found their wa y
overseas.
Media
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media ownership poses additional risks to the media's abilit y to report on
corruption. Where the media is concentrated in the hands of a few,
conflicts between the owners' interests and the principles of independent
reporting invariabl y arise .
In the developed world too, media independence is put at risk by the well -
established practice of giving and accepting gifts from a variet y of public
and private sources . While such practices may not in themselves be
corrupt, in the absence of clear policies on gift -taking, the receipt of
favours can have a direct impact on the abilit y of the media to report
objectivel y on corrupt ac tivit y.
110
factual errors or politicall y slanted coverage can have a profound impact
on perceptions of the media's integrit y .
111
be justified, the media is all too often faced with draconian libel and
official secrets laws that serve onl y to shield public actors from unwanted
attention.
While many countries are now moving away from excessive state -
ownership of the media, privatisation has often brought its own dangers .
In Latin America and the Caribbean, where levels of state -ownership are
relativel y low, the med ia is often restrained by a combination of highl y
concentrated private ownership and restrictive regulations . In Brazil,
concentration is reinforced by a regulatory regime whereby politicians
regularl y obtain access to broadcast licenses.
112
A range of both external and internal o bstacles therefore confronts the
media in its anti -corruption role. As such, a multi -faceted approach is
necessary to adequatel y address the many challenges described .
In recognition of the potential role the creative arts can play in the fight
against corruption, many organisations have activel y supported activities
that use film, photography, theatre and other art forms to communicate
anti-corruption messages . The following is a selection of such activities:
113
The first Anti -Corruption film festival was also held by TI in
Prague during October 2001. The festival attracted 17 feature
films, documentaries and student films from around the world . B y
offering a forum for their work, the festival encouraged filmmakers
to address the various themes that surround the complex issue of
corruption. The second Film for Transparency festival took place
in Seoul from the 25th to the 28th of May 2003 in conjunction with
the 11th International Anti -Corruption Conference.
The media can play both a direct and indirect role in countering
corruption. Whereas the former usually relates to the breaking of a
particular news story, or set of stories, bringing corruption to public
attention, the latter is linked to the broader social impact of the existence
of an independent media, where such exists .
One of the most dramatic ways in which the media contributes to the fight
against corruption is when news reports exposing m isdeeds lead to the
forced resignation of public office holders . In Latin America alone, the
media has in recent years played a central role in exposing corruption
resulting in the ousting of four national leaders: President Bucaram of
Ecuador, President Perez of Venezuela, President Collor of Brazil, and
President Fujimori of Peru (Sources: Stapenhurst, The Media's Role in
Curbing Corruption, 2000 & Freedom House, Press Release, April 30,
2001). In the Philippines, meanwhile, the investigations of journa lists
into the unexplained wealth of President Joseph Estrada played a crucial
role in his eventual downfall (Source: Møller and Jackson, Journalistic
Legwork that Tumbled a President, 2002) .
114
important impulse to official bodies charged with investigating or
prosecuting corrupt acts . Due to their importance to the public interest,
such investigations themse lves often become the focus of subsequent news
reports. By reporting on such matters, the media can serve to reinforce
the effectiveness of formal proceedings by championing the commitment
of those working in the public interest . Alternativel y, when offi cial
proceedings are conducted in an inept or obstructive manner, the media
can push for future reform by highlighting legal and institutional
inadequacies .
115
on the availabilit y of means to disseminate its views . Through the
provision of accurate, up -to-date information and a platform for the free
expression of opinion, an independent media can significantly contribute
to effective civil societ y action in the anti -corruption field.
For a more detailed anal ysis of the role of the news media in countering
corruption, as well as links to relevant literature and good practice, please
see the TI Anti -Corruption Handbook page on this topic.
Ethical Conduct
116
While various existing codes have some differences, most share common
elements including the principles of — truthfulness , accuracy, objectivit y,
impartialit y, fairness and public accountabilit y — as these appl y to the
acquisition of newsworthy information and its subsequent dissemination
to the public.
Like many broader ethical systems, journalism ethics include the principle
of "limitation of harm." This often involves the withholding of certain
details from reports such as the names of minor children, crime victims'
names or information not materiall y related to particular news reports
release of which might, for example, harm someone's reputation .
CODE OF PRACTICE
While journalists in the United States and European countries have led in
formulation and adoption of these standards, such codes can be found in
news reporting organizations in most countries with freedom of the press .
The written codes and practical standards va ry somewhat from country to
country and organization to organization, but there is a substantial
overlap among mainstream publications and societies . The International
Federation of Journalists launched a global Ethical Journalism Initiative
[6] in 2008 aimed at strengthening awareness of these issues within
professional bodies.
117
One of the leading voices in the U.S. on the subject of Journalistic
Standards and Ethics is the Societ y of Professional Journalists . The
Preamble to its Code of Ethics states:
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fact (unless, that is, there is serious controversy about wrongful
conviction ).
Opinion surveys and s tatistical information deserve special
treatment to communicate in precise terms any conclusions, to
contextualize the results, and to specify accuracy, including
estimated error and methodological criticism or flaws .
119
Show compassion for those who may be affected adversel y by news
coverage. Use special sensitivit y when dealing with children and
inexperienced sources or subjects .
Be sensitive when seeking or using interviews or photographs of
those affected by tragedy or grief .
Recognize that gathering and reporting information may cause harm
or discomfort. Pursuit of the news is not a license for arrogance .
Recognize that private people have a greater right to control
information about themselves than do public officials and others
who seek power, influence or attention . Onl y an overriding public
need can justify intrusion into anyon e's privacy.
Show good taste. Avoid pandering to lurid curiosit y.
Be cautious about identifying juvenile suspects or victims of sex
crimes.
Be judicious about naming criminal suspects before the formal
filing of charges.
Balance a criminal suspect's fair trial rights with the public's right
to be informed .
SELF-REGULATION
120
An alternative is a news council, an industry-wide self-regulation body,
such as the Press Complaints Commission , set up by UK newspapers and
magazines. Such a body is capable perhaps of appl ying fairly consistent
standards, and of dealing with a higher volume of complaints, but may not
escape criticisms of being toothless.
As with other ethical codes, there is a perennial concern that the standards
of journalism are being ignored . One of the most controversial issues in
modern reporting is media bias, especiall y on political issues, but also
with regard to cultural and other issues . Sensationalism is also a common
complaint. Minor factual errors are also extremel y common, as almost
anyone who is familiar with the subject of a particular report will quickl y
realize.
There are also some wider concerns, as the media continue to change, for
example that the brevit y of news reports and use of soundbites has
reduced fidelit y to the truth, and may contribute to a lack of needed
context for public understanding . From outside the pro fession, the rise of
news management contributes to the real possibilit y that news media may
be deliberatel y manipulated. Selective reporting (spiking, double
standards) are very commonl y alleged against newspapers, and by their
nature are forms of bias not easy to establish, or guard against.
This section does not address specifics of such matters, but issues of
practical compliance, as well as differences between professional
journalists on principles.
121
Among the leading news organizations that voluntaril y adopt and attempt
to uphold the common standards of journalism ethics described herein,
adherence and general qualit y varies considerabl y . The professionali sm,
reliabilit y and public accountabilit y of a news organization are three of its
most valuable assets . An organization earns and maintains a strong
reputation, in part, through a consistent implementation of ethical
standards, which influence its positio n with the public and within the
industry.
Creative nonfiction and Literary journalism use the power of language and
literary devices more akin to fiction to bring insight and depth into often
book-length treatment of the subjects about which they write . Such
devices as dialogue, metaphor, digression and other such techniques offer
the reader insights not usuall y found in standard news reportage .
However, authors in this bra nch of journalism still maintain ethical
criteria such as factual and historical accuracy as found in standard news
reporting. Yet, with brilliant prose [ p e a c o c k term]
, they venture outside the
boundaries of standard news reporting in offering richly detailed
accounts. One widely regarded author in t he genre is Joyce Carol Oates,
as with her book on boxer Mike Tyson .
122
Violations, and controversies
123
in western time zones, in their decisions about how and whether or not to
vote. There is also some concern that such p reliminary results are often
inaccurate and may be misleading to the public . Other outlets feel that
this information is a vital part of the transparency of the election process,
and see no harm (if not considerable benefit) in reporting it.
124
For example, images and graphic descriptions of war are often violent,
bloody, shocking and profoundl y tragic . This makes certain content
disturbing t o some audience members, but it is precisel y these aspects of
war that some consider to be the most important to convey . Some argue
that "sanitizing" the depiction of war influences public opinion about the
merits of continuing to fight, and about the pol icies or circumstances that
precipitated the conflict . The amount of explicit violence and mutilation
depicted in war coverage varies considerable from time to time, from
organization to organization, and from country to country.
Many print publications take advantage of their wide readership and print
persuasive pi eces in the form of unsigned editorials that represent the
official position of the organization . Despite the ostensible separation
between editorial writing and news gathering, this practice may cause
some people to doubt the political objectivit y of the publication's news
reporting. (Though usuall y unsigned editorials are accompanied by a
diversit y of signed opinions from other perspectives.)
Other publications and many broadcast media onl y publish opinion pieces
that are attributed to a particular individual (who may be an in -house
anal yst) or to an outside entit y. One particularl y controversial question is
whether media organizations should endorse political candidates for
125
office. Political endorsements create more opportunities to construe
favoritism in reporting, and can create a perceived conflict of interest.
Investigative methods
The Washington press has been criticized in recent years for excessive use
of anonymous sources, in particular to report information that is later
revealed to be unreliable . The use of anonymous sources increased
markedl y in the period before the 2003 invasion of Iraq .
Science issues
126
The mainstream press is often criticized for poor accuracy in reporting
science news . Many reporters are not scientists, and are thus not familiar
with the material they are summarizing . Technical information is also
difficult to contextualize for lay audiences, and short -form reporting
makes providing backgro und, context, and clarification even harder . Food
scares are an example of the need for responsible science journalism, as
are stories connected with the safet y of medical procedures.
127
United States to learn where Soviet submarines were positioned . In
that case, Post Executive
Authentic Information
UNESCO’s previous work in the media and information literacy field has
been comprehensive and covers a range of activities: publications,
including the development of manuals and tool kits for a wide variet y of
users, trainings and development of indicators in this area . Given both
the extensive interaction of young people with media and ICTs and
UNESCO’s global mandate in education, the importance of a coherent and
definitive global initiative in media and inform ation literacy within
educational institutions was considered of vital importance and an issue
needing urgent attention . As a consequence, this meeting was proposed to
catal yze processes to introduce media and information literacy in teacher
training.
128
of the project, Chief of Section, Communication Development Division,
Mr. Vladimir Gai, chaired the session.
While recognizing that the task of the E xpert Group would not be straight
forward, Mr. Jayaweera said that UNESCO, through consultation with the
Expert Group, aimed to create a flexible, universal model syllabus for use
in teacher training institutions, offering various components of media and
information literacy that can be selected and adapted to the needs and
capacities of each country.
129
evolved. Further, participants took advantage of the opportunit y offered
to establish three break -out groups to focus on:
130
over all dimensions of equipment . Cost factors have also contributed to
the shift from scarcity of technology towards abundance . As a result, the
increasing availability of mass media tools is creating a new environment
that is changing the cognitive and affective setting for intellectual and
cultural growth of young people . It is modifying the context they choose
for socialization in ways not previousl y envisioned .
Mass media tools influence young people’s work, leisure and personal
relationships . Further, existing social and political imperatives for
improving education and basic literacy are being amplified by the
demands and opportunities of the new media . For example, these media
are having an impact on fr eedom of speech. Where that right cannot be
taken for granted there may be an inabilit y to make sound predictions on
the effects of free media and youth may have little understanding of their
own or the ethical responsibilities of others. Thus mass med ia are
providing new opportunities and challenges for teachers.
“Information Literacy
131
extends beyond current technologies to encompass learning,
critical thinking and interpretative skills across professional
boundaries and empowers individuals and communities.”
Further, teaching from within an information literacy framework has been
empiricall y demonstrated to influence students’ self esteem, motivatio n
for learning, deepen content mastery, and increase understanding of
inquiry processes. That is, this assists students in learning how to learn .
Also, teaching for development of the higher order thinking central to
information literacy (critical thin king, anal ysis, problem solving,
orchestration and synthesis of skills and content together with
metacognition) has been shown to improve academic performance .
Together, these focus attention on learners’ capacities as critical receivers
and producers of information in all media.
In line with the tenor of the discussion, although they were not made
explicit in this form during the meeting, it is appropriate to quote widel y
accepted definitions of media literacy and its key concepts.
132
the impact of mass media on social, political, economic, health and
educational environments
In the current context, the goal of education for media literacy, in accord
with that for information literacy, is to ensure that trainee teachers have
an understanding of the media that encompasses “knowledge of their
strengths and weaknesses , biases and priorities, role and impact, and
artistry and artifice.” (Ontario Media Literacy Resource Guide - website)
133
democratic debate embraces a variet y of overlapping functions .
Media, in this context, refers to all those channels that carry news
and public information . The media may be seen as:
134
Today’s we see and consume media in new ways . Our experiences outside
school may differ markedl y from those traditionall y expected to promote
learning, particularly where education is teacher and text book centred .
For example, it was noted that today’s journalism and communication
students are the “Go ogle Generation” - a group of young people for whom
the Internet has always been a realit y . Many do not accept that news and
information should come from a dail y newspaper or at set times from
television and radio broadcasts . Rather, they expect to get information,
news and entertainment when they want it and to share opinions,
experiences and lifest yles through social networking sites . Their world
is dynamic, exciting, and ease of use and access to the new media are
highl y motivating of participation . School students similarl y engage with
each other through sites such as Facebook and MySpace, often with little
thought for possible consequences of publishing their activities in ver y
public arenas.
The view was expressed that people in general need to improve their
intellectual performance in light of increased availabilit y and new uses of
mass media and communication . Media and information literac y
education is a tool for achieving that improvement . However, the Expert
Group also agreed that if MIL among students is to be improved, teachers
themselves must be media and information literate . The challenge for
teachers is then to harness the motivational characteristics of these new
media to empower students in learning to learn, in learning aut onomousl y,
while simultaneousl y encouraging dialogue and cooperation to make sense
of the media world. As one participant put it, “Teacher trainees need the
oxygen of MIL to teach students!” A belief was also expressed that
through educating students fo r media and information literacy, the
teachers themselves would be better able to respond to changes in their
role as education moves away from being teacher -centred.
135
The Expert Group deemed the purposes of a media and information
literacy syllabus to be:
Chapter5
ETHICS IN JAGRAN GROUP AS AN EVENT
MANAGEMENT IN SOCIAL AWARENESS
136
Media ethics
Media ethics is the subdivision of applied ethics dealing with the specific
ethical principles and standards of media, including broadcast media,
film, theatre, the arts, print media and the internet. The field covers many
varied and highl y controversial topics, ranging from war journalism to
Benetton advertising.
Ethics of journalism
137
Privacy is also a right, and one which conflicts with free
speech. See: paparazzi.
o Fantasy. Fantasy is an element of entertainment, which is a
legitimate goal of media content . Journalism may mix
fantasy and truth, with resulting ethical d ilemmas. See:
National Enquirer , Jayson Blair scandal, Adnan Hajj
photographs controversy.
o Taste. Photo journalists who cover war and disasters
confront situations which may shock the sensit ivities of their
audiences . For example, human remains are rarel y screened .
The ethical issue is how far should one risk shocking an
audience's sensitivities in order to correctl y and full y report
the truth. See photojournalism.
138
behaviour. The stereot ypical portrayals of men, affluence and
ethnic groups are examples of major areas of debate .
Taste and taboos. Art is about the questioning of our values.
Normative ethics is often about the enforce ment and protection of
our values. In media ethics, these two sides come into conflict . In
the name of art, media may deliberately attempt to break with
existing norms and shock the audience . The extent to which this is
acceptable is always a hotbed of ethical controversy. See: Turner
Prize, obscenit y, freedom of speech , aesthetics .
The issues of freedom of speech and aesthetic values (taste) are primaril y
at home in media ethics . However a number of further issues distinguish
media ethics as a field in its own rig ht.
139
diverge sharpl y. Expressed in a consequentialist manner, medi a usage
may be subject to pressures to maximize: economic profits, entertainment
value, information provision, the upholding of democratic freedoms, the
development of art and culture, fame and vanit y.
Significance
The SPJ Code of Ethics consists of four main points, along the lines of
looking for and reporting truth, decreasing harm, acting on one's own and
being accountable, according to the Web site . Each of thes e points have
points that provide further explanations for how to use the Code as a
guide for ethical behavior . The code, as SPJ states, "is intended not as a
set of "rules," but as a resource for ethical decision -making." The
organization also states tha t under the First Amendment ---the freedom of
speech, religion, the press, petition and assembl y ---its code is not and
cannot be legall y enforceable . It is merel y a resource for journalists and
others to use as they are producing information for the print media.
Ethical Elements
140
"Media Ethics: Issues and Cases" lists in several ethical news values
believed to be as equall y important as the qualities journalists use most
that define what is newsworthy, such as timeliness and prominence . On
the list is accuracy (combining correct facts with correct words),
reciprocit y (the Golden Rule) and diversit y (covering every aspect of the
population fairl y) .
The results ethics in print media bring are there for the world to see . For
example, if there is a specific newspaper or magazine you a re loyal to, it
is most likel y because it has proven itself to be credible and accurate in
your eyes. You believe what they produce because over time they have
not steered you wrong. That particular medium has probably been faced
with all t ypes of ethica l decisions, but has stayed true to journalism's
biggest priorit y---being truthful and accurate above all else.
Ethics in Advertising
141
Especiall y since the Second Vatican Council, the Church has frequent l y
addressed the question of the media and their role and responsibilities.2
She has sought to do so in a fundamentall y positive manner, viewing the
media as "gifts of God" which, in accordance with his providential design,
bring people together and "help them to cooperate with his plan for their
salvation."3
Here and there in the growing body of literature arising from the Church's
consideration of media, the subject of advertising is discussed.5 Now,
prompted by the increasing importance of advertising and by requests for
a more extensive treatment, we turn again to this topic.
142
world and th emselves, especiall y in regard to their values and their ways
of choosing and behaving. These are matters about which the Church is
and must be deepl y and sincerel y concerned.
143
We disagree with the assertion that advertising simpl y mirrors the
attitudes and values of the surrounding culture . No doubt advertising,
like the media of social communications in general, does act as a mirror .
But, also like media in general, it is a mirror that helps shape the realit y it
reflects, and sometimes it presents a distorted image of reality.
Advertisers are selective about the values and attitudes to be fostered and
encouraged, promoting some while ignoring o thers. This selectivit y gives
the lie to the notion that advertising does no more than reflect the
surrounding culture. For example, the absence from advertising of certain
racial and ethnic groups in some multi -racial or multi -ethnic societies can
help to create problems of image and identit y, especiall y among those
neglected, and the almost inevitable impression in commercial advertising
that an abundance of possessions leads to happiness and fulfillment can be
both misleading and frustrating.
144
confront a societ y, a culture other people affected for good or ill by
advertising messages and techniques of eve ry sort.
145
Advertising does this, among other ways, by informing people about the
availabilit y of rationall y desirable new products and services and
improvements in existing ones, helping them to make informed, prudent
consumer decisions, contributing to efficiency and the lowering of prices,
and stimulating economic progress through the expansion of business and
trade. All of this can contribute to th e creation of new jobs, higher
incomes and a more decent and humane way of life for all . It also helps
pay for publication s, programming and productions including those of the
Church that bring information, entertainment and inspiration to people
around the world.
146
decisions about media content . This they do by supporting material of
excellent intellectual, aesthetic and moral qualit y presented with the
public interest in view, and particularl y by encouraging and making
possible media presentations which are oriented to minorities whose needs
might otherwise go unserved.
147
know how to make opportune use of them in order to spread the Gospel
message in a manner which answers the expectations and needs of
contemporary man.”
148
More often, though, advertising is used not simpl y to infor m but to
persuade and motivate to convince people to act in certain ways: bu y
certain products or s ervices, patronize certain institutions, and the like .
This is where particular abuses can occur.
This is a serious abuse, an affront to human dignit y and the common good
when it occurs in affluent societies . But the abuse is still more grave
when consumerist attitud es and values are transmitted by communications
media and advertising to developing countries, where they exacerbate
socio-economic problems and harm the poor . "It is true that a judicious
use of advertising can stimulate developing countries to improve t heir
149
standard of living. But serious harm can be done them if advertising and
commercial pressure become so irresponsible that communities seeking to
rise from povert y to a reasonable standard of living are persuaded to seek
this progress by satisfying wa nts that have been artificiall y created . The
result of this is that they waste their resources and neglect their real
needs, and genuine development falls behind."16
Political advertising can support and assist the working of the democratic
process, but it also can obstruct it . This happens when, for example, the
costs of advertising limit political competition to wealthy candidates or
groups, or require that office -seekers compromise their integrit y and
independence by over-dependence on special interests for funds.
150
Cultural Harms of Advertising
The indirect but powerful influence exerted by advertising upon the media
of social communications that depend on revenues from this source points
to another sort of cultural concern . In the competition to attract ever
larger audiences and deliver them to advertisers, communicators can find
themselves tempted — in fact pressured, subtl y or not so subtl y — to set
aside high artistic and moral standards and lapse into superficialit y,
tawdriness and moral squalor.
151
exploitation of women, both in and by advertising, is a frequent,
deplorable abuse . "How often are they treated not as persons with an
inviolable dignit y but as objects whose purpose is to satisfy others'
appetite for pleasure or for power? How often is the role of woman as
wife and mother undervalued or even ridiculed? How often is the role of
women in business or pro fessional life depicted as a masculine caricature,
a denial of the specific gifts of feminine insight, compassion, and
understanding, whic h so greatl y contribute to the civilization of love'?"
What this Pontifical Council said several years ago about pornograph y
and violence in the media is no less true of certain forms of advertising:
152
We note, too, certain special problems relating to advertising that treats
of religion or pertains to specific issues wit h a moral dimension.
The Second Vatican Council declared: "If the media are to be correctl y
employed, it is essential that all who use them know the principles of the
moral order and apply th em faithfull y in this domain." The moral order to
which this refers is the order of the law of human nature, binding upon all
because it is "written on their hearts" and embodies the imperatives of
authentic human fulfillment.
153
TRUTHFULNESS IN ADVERTISING
To be sure, advert ising, like other forms of expression, has its own
conventions and forms of st ylization, and these must be taken into account
when discussing truthfulness . People take for granted some rhetorical and
s ymbolic exaggeration in advertising; within the limits of recognized and
accepted practice, this can be allowable.
154
all these goods would be violated if man's lower inclinations were to be
exploited, or his capacit y to reflect and decide compromised."
155
Social responsibility is such a broad concept that we can note here onl y a
few of the many issues and concerns relevant under this heading to the
question of advertising.
The ecological issue is one . Advertising that fosters a lavish life st yle
which wastes resources and despoils the environment offends against
important ecological concerns . "In his desire to have and to enjoy rather
than to be and grow, man consumes the resources of the earth and his own
life in an excessive and disordered way . ... Man thinks that he can make
arbitrary use of the earth, subjecting it without restraint to his will, as
though it did not have its own requisites and a prior God -given purpose,
which man can indeed develo p but must not betray."
When people fail to practice "a rigorous respect for the moral, cultural
and spiritual requirements, based on the dignit y of the person and on the
proper identit y of each communi t y, beginning with the famil y and
religious societies," then even material abundance and the conveniences
that technology makes available "will prove unsatisfying and in the end
contemptible."Advertisers, like people engaged in other forms of social
communication, have a serious dut y to express and foster an authentic
vision of human development in its material, cultural and spiritual
dimensions.31 Communication that meets this standard is, among other
things, a true expression of solidarit y . Indeed, the t wo things —
communication and solidarit y — are inseparable, because, as the
Catechism of the Catholic Church points out, solidarit y is "a consequence
156
of genuine and right communication and the free circulation of ideas that
further knowledge and respect fo r others."
Voluntary ethical codes are one such source of support . These already
exist in a number of p laces. Welcome as they are, though, they are onl y
as effective as the willingness of advertisers to compl y strictly with them .
"It is up to the directors and managers of the media which carry
advertising to make known to the public, to subscribe to and t o appl y the
codes of professional ethics which already have been opportunel y
established so as to have the cooperation of the public in making these
codes still better and in enforcing their observance."
157
groups. Individuals do well to organize themselves into such groups in
order to protect their interests in relation to commercial interests.
Public authorities also have a role to play . On the one hand, government
should not seek to control and dictate policy to the advertisin g industry,
any more than to other sectors of the communications media . On the
other hand, the regulation of advertising content and practice, alread y
existing in many places, can and should extend beyond banning false
advertising, narrowly defined . "By promulgating laws and overseeing
their application, public authorities should ensure that ?public moralit y
and social progress are not gravel y endangered' through misuse of the
In the book, Four Theories of the Press written in 1963, Wilbur Schramm,
Fred Siebert, and Theodore Peterson present four different models of the
media. Two of them are relevant to the Western media today, the social
responsibilit y system and the Libertarian system . The former has its roots
in mid-twentieth century societ y and revolves around ethics in the media,
but has always existed as an ideal; the latter is more prevalent today, and
by nature threatens media ethics.
158
THE SOCIAL RESPONSIBILITY SYSTEM FOR NEWS
REPORTING
The British BBC news and the American NPR news are both excellent
examples of Western media outlets which fall into the social
responsibilit y category. They depend on their public audience for
compensation, not advertisers, and therefore are not worried about
corporate interests . They both share a focus on education, instead of
merel y trying to entertain their listeners and viewers . They have to focus
on social responsibilit y and respect media ethics in order to satisfy the
public.
The Libertarian model is more popular in Western media than the social
responsibilit y model . In this system, the freedom of the press is endless;
it is not constrained by the government, by societ y, or by media ethics .
Instead of being a sea of different ideas, opinions, and voices however,
news reporting in the Libertarian system is indeed restricted . It may not
be as limited and biased as the media found in an authoritarian societ y,
159
which would serve the government's interests, but it is still constrained by
its financial dependence.
Over time, the free market based Libertarian model has resulted in a
number of problems, from corporate and political censorship, to media
bias. Stories, that would logicall y be important are not always reported,
and are in fact substituted with more entertaining news . For example,
major world issues, such as the ongoing conflic t in Somalia, are seldom
covered in the news, while media outlets become saturated with
sensationalist news such as the death of Michael Jackson . Also, without
the requirement of social responsibilit y, the Western media tends to cover
onl y the political c andidates that can afford advertisements, limiting the
coverage of various political movements.
160
there are new opportunities for information to be spread and knowledge to
be shared.
The media system of the future may not fall into either the social
responsibilit y or Libertarian model, as the public is no longer dependent
on mass media sources for news . What role media ethics will play in the
new system onl y the future can tell.
METHOD OF ANALYSIS
The search yielded 14 articles that in some manner touched upon ethical
issues. These articles were downloaded and saved, and later anal ysed
following a close reading. The method of textual anal ysis was applied,
which involves reading the complete text of each article, including the
headline and photo captions, and noting the presence and content of
photographs. This method was first utilised prominentl y by the erstwhile
Centre for Contemporary Cultural Studies in Birmingham (7) and the
Glasgow Universit y Media Group (8) as a means of going beyond
traditional content anal ysis of media texts . Textual anal ysis allows the
anal yst to go beyond merel y counting elements (words , phrases,
combinations of words) in an article to looking at the occurrence of
certain themes which may add up to a `frame` that structures the
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presentation of the content . Textual anal ysis also provides a means of
situating the text within the larger me dia environment and its connections
with other methods of meaning production in societ y .
The anal ysis looked at the main theme highlighted in the headline, the
news values indicated in the lead paragraph, the sources used to support
the story, and the ov erall `frame` that was applied to present the story .
`Framing` is a technique that is consciousl y and unconsciousl y used by
journalists to provide a way of making sense of events . Framing tends to
present the information in the article within a pre -determined storyline,
thus forcing a limited set of `understandings` of the issue . Frames are
built by the choice of vocabulary, the order in which facts are presented,
the people who get quoted and the specific quotes that are chosen, and b y
what key elements are included and omitted in the writing .
ETHICS-BARELY COVERED
During the study period of three months, The Times of India carried five
stories containing the key words listed above, while The Hindu carried
nine. On closer examination, it was clear that a majorit y of the articles
that had mention of the terms did not discuss ethics in any substantive
fashion. Most had onl y a passing mention of the ethical aspect of a given
issue, such as in this article reporting a meeting of stem cell scientists in
which the reference to ethics was onl y in the following sentence:
A public debate in five cities was planned in mid -2007 to frame rules and
regulations, covering ethics, cGMP (current good management practices)
in manufacturing and laboratory and clinical research....
162
Of the nine articles in The Hindu that contained the key search terms,
onl y three discussed the issue of ethics in some detail, though even here it
was more the necessit y of debates on ethical issues being noted rather
than any substantive discussion on the issue . This is evident in the
following article:
...so many clinical trials had been coming into India at a faster pace, and
this necessitated a speed ier effort in training researchers in good ethical
practices with an overall objective of protecting the interests of human
participants.
In The Times of India , which had five stories that contained the key
terms, ethics received onl y passing mention in four, including one that
spoke at length of research in regenerative medicine ('Eternit y code`,
January 28, 2007), again, onl y to make the point that ethical issues needed
163
to be considered . The one article that did deal with an ethical issue in
research was related to the relationship between pharmaceutical
companies and clinicians ('No foreign jaunts for medical faculty`, January
17, 2007).
(The Hindu, 'The brain scan that can read people`s intentions`, February
14, 2007)
164
The other article where ethics was mentioned earl y on (in the lead itself)
and where it continued to be a thread of the report was a straight news
story reporting the convocation speech at a large medical universit y:
(The Hindu, 'Call for debate on ethics in medicine`, February 17, 2007)
In order to see whether ethics was mentioned, if not as the main theme of
a story, then as an aspect of a science report, key terms such as `stem cell
research`, `end of life issues`, `euthanasia` an d `clinical trials` were also
used to search for articles, along with the term `ethics` . Most of the
articles mentioned earlier in this paper (nine in The Hindu and five in The
Times of India) that contained these terms however did not use ethics as a
`frame` to discuss any of the issues . As in the news values, the main
frame used was `topicalit y`, or as in the story entitled `Eternit y Code`, it
was celebratory of science .
165
(The Times of India , 'No foreign jaunts for medical fraternit y`, Januar y
17, 2007)
This article was based on a statement made by the president of the Indian
Medical Association, and while it laid out the code of practice and the
contraventions by medical practitioners, One article took the form of a
narrative that discussed the Me ntal Health Act and its implementation,
and the way it played out in the experience of one patient and her famil y .
It touched upon the contradictions in the Act and the difficulties in
appl ying it evenl y to the wide range of mental illness, merel y alludin g to
ethical considerations in these observations:
Since the stories selected for anal ysis were mainl y reports of events, the
sources tended to be speakers at the events; there were no additional
interviews done to supplement the speeches reported . In the two feature
stories that went into slightl y more depth, the sources quoted were
scientists from within the domain of research . The patients` or s ervice
seekers` perspective was not represented at all and neither was the ethics
experts`, even in the article that spoke of research aimed at extending life .
166
Biotechnology research is considered to be particularl y important i n terms
of its ethical implications, because of the commercial potential of the
industry. In 2005, the industry was estimated at more than USD 50.3
billion (9). This includes the harvesting and sale of human tissues,
pharmaceutical and cosmetic products derived from human and animal
materials, and several other application areas.
Chapter6
167
The newspaper has today become a medium of mass communication,
facilitating both the spread of information and the revival of cultures.
The independent press is an essential tool in the democratic process,
providing both access to, and a plura lit y of, information sources. But in
some countries of the world, the print media is handicapped both by poor
distribution within national and foreign markets, and by poor technical
qualit y - which discourages advertising, leading to a loss in revenue . The
UNESCO Programme for the Print Media addresses these problems by
assisting newspapers in upgrading the technical skills of their staff and b y
acquiring equipment which meets current technological standards .
Future activities in favour of the print media will cen tre upon:
establishing technical support for local and commercial initiatives
in the print media, with a 'train -the-trainer' scheme;
improving the technical qualit y and content of the print media;
Increasing and broadening readership of the print media.
The structure of the Indian print media industry is highl y fragmented with
importance to regional dominance . The Indian print media segment
primaril y comprises newspaper and magazine publishing . Book
Publishing also forms part of the print media though currently the share is
not substantial.
168
As per PwC report, the print industry is expected to grow from Rs 128 bn
in 2006 to Rs 232 bn by 2011, at 12.6% CAGR . While the newspaper
industry is estimated at Rs 112 bn, the magazine segment is valued at Rs
16 bn.
Growth drivers
Lower cover prices: Earlier, due to stro ng hold over a region, the
newspaper had higher cover charges . However, with increasing
competition and venture into newer regions the companies have
reduced the cover prices to augment more sales . Many English
dailies are sold for as low as Re 1 or Rs 2 . The initial subscription
offers of ‘DNA’ and ‘Hindustan Times’ (HT) in Mumbai, during
their launch period, further reduced the cost of the newspaper to
around 50 paise for an average issue
169
circulation. In 2006, India had the second largest circulation of
newspapers with 88.9 m copies per day; second onl y to China with 98.7 m
copies a day.
Fragmented industry
170
The newspaper industry has relativel y high entry barriers due to the
strong brand equit y of existing players . Also, existing players have
strong control over the distribution network, making it difficult for new
players to enter.
Most Indian print players continued to dominate the local regions and did
not enter new territories, mainl y due to lack of funds . However, foreign
investment regulations were relaxed in 2002 . Currentl y, up to 26%
foreign direct investment (FD I) is permitted in newspapers and
periodicals dealing with news and current affairs . In non-news
publications, 100% foreign investment is permitted . Since the changes in
the regulation many foreign investors have taken strategic stakes in the
domestic print media companies .
Amount
Domestic Company Investor
Invested
171
(Rs. bn)
Jagran Prakashan Independent News& Media 1.7
HT Media Public (IPO) 3.7
Jagran Prakashan Public (IPO) 3.3
Deccan Chronicle Public (IPO) 1.5
HT Media Henderson Henderson 1
172
masses, cannot be \ justified. The goals of rural economic growth in the
narrow sense but as balanced social and economic devel opment, with
emphasis on the equitable distribution as well as creation of benefits .
Therefore, the development strategy should be such through which the
development of the rural
population and rural areas is directed towards a total development of the
people and their environment through concerted action . The contribution
in development process is well accepted though its precise nature, extent
an mechanism still largel y elude proper understanding . The importance of
communication in mobilizing people an d seeking their willing
participation in the development of a country is well recognized. In
India, this concern above reaching people, communicating with them and
equipping them with new skills has been emphasized over and again in
successive five year p lans which provide the blue print of the country’s
planned development . No one would question the fact that India has made
substantial progress since independence . The development and
communication infrastructure has been enormousl y expended . The
resultant communication and development processes have been
strengthening and supporting each other taking the country forward . At
the same time it is also a fact on which not many people would disagree,
that both development and communication scholars to study this question
in detail and depth and suggest approaches and methods for more
equitable and participatory communication and development.
173
programmers. The interest generated by these meetings and the continued
effort to highlight the fork media as effective forms to convey
developmental messages resulted in a number of seminars and workshops
around the world.
The development of rural India is certainl y associated with the dialogue
or communication that we are providing them . Tradition plays and
important role in a creative artistic process particularl y in the field of
folk performing arts . Folk art is a functional and spontaneous. Every
village has its relevant music, dance or theatre . The folk performing art
is changing its structure continuousl y over centuries modifying itself to
the needs of the changing situation making it functionall y relevant to the
societ y. Tradition is the process of the transmission of age - values and
the contextual manisfestation and interpretation of the universal.
As Guru Dev Rabinder Nath Tagore, in his famous “Swadeshi Samaj”
speech in jul y’1904 advocated “all traditional structure of art must have
sufficient degree of elasticit y to allow it to respond to varied impulses of
life, delicate or virile, to grow with its growth, to the traditional
performing art is an aesthetic object, the concept of belongingness and
affinit y in cultural context. The folk art forms satisfy our innate need for
self Folk Media and Rural Development expression, for moral instruction
combined with entertainment, and for the dramatic and the lyrical . The
traditional forms preserving and disseminate in livel y manners, the
tradition and culture of our forefathers.
The Indian societ y is a complex social system with different caste classes’
creeds and tribes. The high rate of illiteracy added to the inadequacies of
mass media to reach almost 80% of people who res ides in village. Inspite
of the national literacy missions and campaigns, over 350 millions remain
illiterate; suspect anything in terms of modernit y . To them mass media
prove too glamorous impersonal and unbelievable in context with the
villagers’ could not onl y see and here but even touch . Traditional media
can be used to reach these people in the process of change and
174
development of the country. Traditional folk forms potential as rural
media Traditional folk forms in India can be effectivel y utilise d for social
developmental communication . The communication potential of India
traditional performing art has been proved time and again by many
instances of national importance . In fact, as Badal Sirckar, the noted
Bengali play writer admits rather cand idly, He borrows elements from the
folk dreams as a matter of “expediency”.
Realizing the importance and powerfulness of this medium, the first five-
year plan projected that people in the rural areas should be approached
through traditional forms in additi on to electronic media for publicit y
purpose. In later years, the UNESCO picked it up . The traditional forms
of communication constitute a potential source for conveying messages
for economic and social development . Communities and individuals have
utilized a vide range of media local fares, puppet shows, street theatre
folk songs and ballads for social purposes and as a support to local
development schemes for health and famil y welfare campaigns, for
creating political awareness.
The traditional media are close to the hearts and minds of the people, so
there appeal is a personal, intimate level, Further familiar format and
content, as also the colloquial dialects used . Make the clarit y in
communication cross -cultural communication hurdles are not encou ntered
here. The numerous groups and different forms available for specific
homogenous groups and for specific purposes can be exploited to cater to
people of different region . Rapport is immediate and directs the barriers
to communication non -existent.
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communication purposes has been quite positive . The experience can
certainl y be of comparative use of both the developing and under
developed countries if proper results if these efforts b ecame available
through scientific surveys”. Unlike in western theatre, folk performance
is a composite art in India. It is a total art with fusion elements from
music, dance, pantomime, versification, epic ballad recitation, religion
and festival peasantry. It imbibes ceremonials, rituals, belief and social
s ystem. It has deep religious and ritualistic overtones and the again, it
can surel y project social life, secular themes and universal values . The
outcome of various researchers has establish ed the importance of rural
media in development communication . Traditional uses of folk media
were primaril y for entertainment, social communication and persuasive
communication . There have been sporadic efforts to involve folk media
for conveying develo pment messages through mass -media agencies.
International commission for the study of communication problems, the
commission, also popularl y known Mac bride Commission, was
established by UNESCO to study among issues as increasing importance
attached to communication as a social phenomenon and the consequent
interest shown in the development communication . One of the important
recommendations of the commission regarding the traditional folk forms
is:
“Even when modern media have penetrated isolated areas, the older forms
maintain their validit y, particularl y when used to influence attitudes,
instigate action and promote change . Extensive experience shown that
traditional forms of communication can be effective in dispelling the
superstitions, archaic perc eptions and unscientific that people have
inherited as part of traditions and which are difficult to modify if the
benefits of change are hard to demonstrate . Practitioners of the
traditional media use a subtle form of persuasion by presenting the
required message in locall y popular artistic forms . This can not be
rivalled by any other means of communication.” (Many voices -one world)
176
It is true that if we want to penetrate the message of development among
the rural masses we would have to opt the folk forms of this country in
more planned manner . As veteran folk media scholar Balwant Garhgi
rightl y said “Folk media represents the people in their natural habitat,
Information, Education and Communication(IEC) activities are essential
ingredients of a
development programme and play a crucialrole in opening the gateway to
social
transformation . It is now increasingl y realisedthat the willing
participation of the people inthe development process is a pre -requisite
forattaining the objectives of various deve lopmentprogrammes. Lack of
awareness has been amajor difficult y in securing peoples,participation in
the development process, inview of which the IEC activities
assumeparticular significance since they makesystematic, co -ordinated
and effective use ofinfo rmation for the education of the people
andcommunicate such information in a manner thatmakes it “empowering
knowledge”.The IEC Division of the Ministry has played ameaningful role
in bridging the communicationgap, which was somewhat overlooked
hithertoand has provided adequate communicationsupport to various
programmes of ruraldevelopment through an integrated IECstrategy aimed
at awareness generation.During the year 1999 -2000, the IEC
Divisionmade effective use of available modes ofcommunication such as
the Print Media,Electronic Media, Outdoor Media, Field
levelCommunication Campaigns, InterpersonalCommunication and
Traditional Media formobilising the people, especiall y thebeneficiaries
for their active participation in thedevelopment programmes . Efforts were
madeto disseminate information regardingdevelopment programmes not
onl y tobeneficiaries and intended beneficiaries but alsoto opinion makers,
planners as well as generalpublic . While the IEC Division has the
overallresponsibilit y of planning major I EC activities
177
and media campaigns, the implementation ofthese has been largel y carried
out by the mediaunits of the Ministry of Information andBroadcasting and
National, State and Districtlevel institutions.During the current financial
year, the budgetarya llocation for undertaking IEC activities under
theCommunication Cell has been stepped up to Rs.10 crore (from Rs.4
crore allocated till last year) . In addition, Rs.15.25 crore, available under
different programmes for IEC, have also beenpooled for utilisation by the
IEC Division for undertaking awareness generation activities in aholistic
manner.n view of the vast magnitude of the task ofreaching out to nearl y
on third of thepopulation living below the povert y line in ruralareas, their
geographical spread and diversities,it was felt that the objective of well -
informedtarget groups could onl y be achieved throughconcerted efforts at
different levels, withmaximum involvement of people at thegrassroots .
Being the implementing agenciesfor various rural d evelopment
programmes in the field, the DRDAs were asked to assess
thecommunication needs of different programmesin their res and take
necessary steps to meetthe same. Standing Committee A Standing
Committee on Media constitutedin this Ministry approves and oversees
the implementation of the Action Plan for IECactivities; it periodicall y
monitors various IEC activities and gives directions for midcourse
corrections.
178
Consideration of the communication needs of various programmes and
review of the mediaacti vitiesundertaken by the Ministry submittedits
Report during the year. The Committee has made recommendations of far
reaching importance to serve the communication needs of the programmes
of the Ministry. The Committee has, inter alia , recommended that it is
necessary to go beyond merel y undertaking media activities and that the
Ministry should assume a proactive IEC role.
Considering the magnitude of the task of reaching out to millions of
people in the rural areas , spread over a wide geographical area wit h all its
attendant diversities, the Committee has stressed the need for networking
with State and District level institutions / organizations / NGOs in
awareness generation activities; it has also pointed out the need of
incorporating social marketing principles in the IEC activities to effect
necessary changes in the attitudes, norms and value systems of the target
groups facilitating their participation in the developmental process. In
the Action Plan for IEC activities for the year 1999 -2000, efforts have
been made to incorporate some of the recommendations of the Advisory
committee on Media.
Local papers are a hit with readers in India for various reasons."Language
publications in India are doing well because of their connection to local
issues," says Sridhar Samu, professor of marketing at the Indian School of
Business (ISB) in Hyderabad . "First, they cover local news, which is
more relevant for [these] consumers than national or international news;
and second, they cover nation al and international news [insofar as it
would concern] local people." The upshot for publishers is "an impression
179
that the language publications actuall y care for their readers by
emphasizing what reall y matters for them."
A t ypical, 24 -page local edition will have the regular fare of national and
regional news, in addition to eight to 12 district -specific pages with
coverage of local events, spanning business and politics as well as social
news and profiles of, say, village heroes and villains . There's also a large
dose of reader -generated content that goes beyond the industry's
ubiquitous personal ads . For example, in EENADU -- a paper published in
the Telugu language -- alongside tips on animal husbandry provided by a
farmer in a weekl y column, readers were invited during the state elections
in April to write about their political opinions and grievances . The idea
is "to make people feel like it's their own paper .. . [that their]
involvement matters," say I. Venkat, director of the paper, which is the
flagship publication of Ramoji Rao, a media magnate.
There are also grassroots papers written and published by and for loc als.
A prominent example is KHABAR LAHARIYA, or NEWS WAVES, a weekl y
newspaper based in Chitrakoot, one of the poorest districts in central
India. Written in Bundeli, the local language, the paper's all -female staff
has forged a reputation for investigat ive journalism and support of
grassroots causes since the paper was founded in 2002 by Nirantar, a New
Delhi-based literacy education non -profit.
With a readership of 35,000 in 400 villages and costing 4 U.S . Cents, the
paper has no glitzy promotion str ategy like its urban counterparts .
KHABAR LAHARIYA'S marketing strength is instead its bold reporting on
issues concerning lower -caste communities, for which it won the 2009
King Sejong Literacy Prize from UNESCO, among other recent accolades .
However, the main reason why KHABAR LAHARIYA receives such kudos
is that it is run by trained women from marginalized communities and it
conducts (in conjunction with Nirantar) journalist training and writing
180
programs for locals -- a vital step, many believe, in inc reasing rural
literacy.
In fact, these locally focused ads have helped rur al newspapers weather
the global economic downturn . According to the Audit Bureau of
Circulation, a voluntary organization of publishers, advertisers and ad
agencies, while circulation for most publications has remained static, ad
revenues have taken a be ating. Over the past year, publications in India
reported a 15% to 30% drop in advertising revenues, and while 60 new
magazines -- largel y Indian editions of foreign glossies -- were launched
during that time, no new newspaper hit the stands . Even today, belts are
being tightened . For example, hard -hit English -language dailies such as
THE TIMES OF INDIA and HINDUSTAN TIMES discontinued their highl y
discounted subscription deals, reduced pages and downsized their staffs.
Amid the gloom, local papers have provided a ray of hope . "Our local
editions played a key role in minimizing the effects of the downturn,"
Venkat of EENADU notes. Like other newspaper executives, he claims
that while EENADU's circulation has remained steady throughout the
downturn, ad revenue has been under pressure . Costing around 6 U.S .
Cents, the Hyderabad-based publication -- in business for more than three
decades -- has more than 20 district editions in Andhra Pradesh as well
asin neighboring Bangalore and Chennai . EENADU also has three
181
separate editions in the densel y populated cities of Hyderabad,
Vijayawada and Tirupati . The paper, which refers to itself as "the heart
and soul" of the state, has a total circulation of 1.4 million copies, with
66% sold in rural areas .
182
Reliance ADA, which has interests ranging from power and entertainment
to telecom and capital markets, i s one of the biggest buyers of rural
media. "We just don't consider print when we want to promote products
outside big cities and towns."
That makes it even more urgent for the local papers to reduce their
dependency on advertisers by extending their bra nd portfolios in a much
different way than their urban counterparts . One way, Samu and others
point out, is to build a "brand community" around a publication . Brand
communities have been an important part of the marketing strategy at
Marathi dail y LOKMAT, which was founded by Bal Gangadhar Tilak, a
freedom fighter who rebelled against colonial British rule nearly a centur y
ago. "The urban -rural divide is not distinguished by markets but by
lifest yle," says Jwalant Swaroop, director of advertising and bus iness
development at LOKMAT, which is based in Nagur,in the western state of
Maharashtra. For that reason, the paperhas spent the past 10 years
growing its communit y platform -- a club aimed at three different
segments: women, youth and children . For an annual fee of US$4, the
paper's 500,000 "members" are entitled to free medical checkups, passes
for cultural programs and invitations to product -sampling events run by
consumer goods companies . Swaroop says these communities help
LOKMAT to retain current readers and capture new ones .
183
more than 1,000 people who discussed the creation of local councils to
develop regional plans to deal with this growth . The group assigned to
the Denver-metro region joined with the Denver Regional Council of
Governments (DRCOG) plan, which was already in progress . DRCOG,
consisting of eight counties and 41 municipalities, was developing a plan
to face the anticipated population growth of nearl y 700,000 over the next
two decades. DRCOG's Metro Vision 2020 is a 25 -year comprehensive
plan designed to guide the development in these jurisdictions and examine
issues such as transportation, air qualit y, wat er qualit y, and urban sprawl .
It was in this environment that the issues of urban planning crossed paths
with the existence of local government competition for retail sales
revenues.
184
create models for voluntary agreements that reduce competition and
increase cooperation be tween local governments around retail
development . One common tool used by governments in the Denver -metro
area has been a number of revenue -sharing agreements; other tools
include count y planning restrictions, comprehensive planning agreements
including "development phasing," and creative alternatives such as
transferring development rights Richard
Colorado has been experiencing enormous growth throughout the state and
particularl y in the Denver -metro area. In 1994, the governor
185
revenues are collected at the local level in Colorado to allow for more
autonomous decisions regarding the use of these resources . In contrast, in
some state systems, the state government acts as a central collection
source that distributes revenues based upon a formula or population base .
186
based on their population . Smaller cities would have substantial gains,
which would allow them time to develop income from market sources
other than retail, such as manufacturing, tourism, service firms, or
construction . Exhibit 2 shows an anal ysis of the future distribution of
sales tax revenues among the cities based on population projections .
187
If the comprehensive plan is adopted in Adams Count y, urban
development during the next five years that occurs in unincorporated
areas would be required to meet cit y development standards and be
subject to cit y rev iew. This is designed to discourage development efforts
that historicall y have played cities and counties off against one another .
With this policy, cities must annex development within their individual
urban growth boundaries . By the year 2020, compreh ensive planning will
be done in concert with urban centers and the count y to insure consistency
between individual plans . These are loft y goals, but if the spirit to
cooperate remains, Adams Count y might have a model other local area
governments can adapt rather than "duking it out" over limited resources .
Another case in point is the "sphere of influence" revenue -sharing
agreement between Thornton and Westminster, two cities just north of
Denver. For Thornton and Westminster the issue was boundaries.(3) The
cit y of Thornton was considering the annexation of land west of 1 -25.
The Cit y of Westminster, however, viewed that same territory as "sacred
ground" that it expected to annex one day . The two cit y managers met to
discuss the development of an agree ment that would outline boundaries
and set the stage for future development in the area . The discussion
evolved into a 10 -page IGA that included a requirement for a cooperative
master plan, outlined consistency in building codes, and suggested the
kinds of public services to be provided . Most importantl y, a revenue -
sharing formula was agreed upon . This agreement, believed by some to
have curtailed development in the 1 -25 corridor, has yet to reach fruition,
as build-out has not occurred . The cit y manage r stated that the reason
development has not occurred is not the existence of the
intergovernmental agreement, but rather because there is "a lack of roof
tops" in the area - once there is more housing, retail development will
follow. Both mayors felt that this agreement allowed the governments to
retain control over development in the area, and they believe that it
removed the pressure from the two cities to compete for sales revenues .
188
As a model to potentiall y follow, other cities - Commerce Cit y and
Brighton, for example - were influenced by the Thornton/Westminster
agreement.
With the state legislature closel y watching these "annexation wars," the
two cities developed a model that other municipalities could follow . One
of the terms of the agreement required that a jo int plan be prepared as a
guide for the development of land and the provision of public services and
that it include design standards and land -use criteria. A truly cooperative
venture now gives both cities the abilit y to control development and
insure a steady proportionate revenue stream . In addition, their
government officials do not have to concern themselves with developers
trying to pit one city against the other to gain tax advantages The next
areas of study for the Revenue Sharing Task Force inclu de investigating a
regional agreement to limit urban -level development to municipalities and
189
promoting a dialogue between cities and counties . Cooperative
agreements of this t ype are being explored by Boulder, Adams, and
Larimer Counties.
Whether these models work or lead to statewide policy changes, the issu e
behind these cooperative plans and revenue -sharing models is clear:
Philosophicall y, economic development in a communit y needs to be based
on desired characteristics and local communit y needs, rather than on
short-term revenue gains; in practice, however , sales tax policy in
190
Colorado is. one of the driving forces that often prevents this t ype of
development from happening . The communities in the Denver -metro area
have seen the result of this retail competition and redistribution of wealth
in the financi al misfortunes of two major shopping malls in the region .
Local communities like Adams Count y, nevertheless, have found ways and
created models to benefit the citizens through comprehensive land -use
planning. Local governments have kept their autonom y a nd avoided a
centralized state collection system with the use of revenue -sharing
agreements, in the case of Louisville/Superior and Westminster/Thornton .
Competition, although healthy to an econom y, can be crippling to a
communit y government that relies o n retail sales taxes . Cooperation
between communities continues to hold the key; if answers cannot be
found at the local level, state -wide solutions may become the onl y
alternative.
2 Clark, Tom, Colorado Real Estate Journal, "Regional Tax Sharing," Jul y
1995.
191
Located 27 miles northwest of Denver at the base of the Rock y
Mountains, Boulder is a home -rule cit y of approximatel y 96,000 people .
It is the Boulder Count y seat, the home of the Univer sit y of Colorado, and
a regional employment center with approximatel y 86,000 jobs . Its strong
econom y is founded on the universit y, federal laboratories, regional and
local retail, and a dynamic industrial sector concentrated in the high -tech
industry and business services .
During the 1950s and 1960s, Boulder's population grew from 25,000 to
66,000. An important growth management program began in 1967, when
Boulder became the first cit y in the United States to pass a tax
specificall y dedic ated to preserve open space . This open space system
forms the outer extent of the Boulder Valley, a joint planning area
between the cit y and count y.
192
water and sewer services outside cit y service area boundaries and to limit
the count y from approving new subdivisions that would need "urban"
levels of services and facilities .
The service area boundary defines that part of the Boulder Valle y
planning area where the Cit y of Boulder either already provides a full
range of urban services to annexed properties or will provide services
upon annexation. Land outside the service area boundary remains in the
count y at rural densities until the cit y and count y jointl y agree to bring
the propert y into the service area . Land also can be "moved" out of the
service area.
The 1978 plan, thus, protected the cit y The 1978 plan, thus, protected the
cit y against development just outside its boundaries that would put
demands on cit y services without the abilit y to collect taxes to finance
those services . It was also aimed at controlling sprawl, protecting
sensitive environment al areas and rural land uses, and planning,
financing, and providing urban services in a more rational way . By
adopting the plan through an intergovernmental agreement, both the cit y
and count y gained better control over urban development and service
provision, while accomplishing many other conservation objectives . The
Service Area Concept Creates an Identifiable Urban/rural Edge . Unlike
many cities that have either sprawled into the countryside or facilitated
leapfrog development, Boulder has created a real edge between urban and
rural development .
193
It helps preserve rural lands outside the cit y . Boulder's service-area
policy has sent a clear signal to the land markets that land outside of
Boulder's service area is not likel y to be urbanized in the near future .
This has lessened land speculat ion for urban development purposes and
facilitated the acquisition of open space . It helps focus development
within the cit y, through redevelopment of underutilized areas and infill
development; the city has been able to capitalize on existing public
investments in infrastructure . It eliminates competition from the count y
for retail development and the loss of associated tax revenues .
Boulder's region encompasses the whole count y . Therefore, the cit y's
surging job growth and limitations on residential growth have had a
significant impact on housing demand in adjoining communities.
Chapter7
194
and non-scientific thus helping in converging the world . It helps to
overcome the bigotry of the universe . Without Media, they would be
totall y in fear and ignorance . These two brings about devastation in the
life of people. With fanaticism, it brings about a lot of discrimination
among the people making them superstitious and illiterate . Sometimes,
media has its own disadv antages. Too much of it attacks the privacy of
people life speciall y the popular ones.
196
media is what the societ y desires . For instance, why wouldn’t the media
cover the marriage of Ash and Abhishek when thousands of fans are
waiting outside their house for a glimpse? Imagine how many fans would
have glued to their seats just to watch the same scene on their television
sets. The problem lays in us ‘The society’. Growing inclination towards
western culture has taken off the focus of our culture and ethics from the
people. In the race to acquaint ourselves with the western culture, we are
on the verge of losing our own identit y . The interests of the pe ople are
becoming self-centric naturall y leading to negligible contribution to the
societ y. The meaning of Famil y is just bound to the blood relations;
Feeling of oneness in societ y has vanished . The focus of the societ y from
within is diminishing and th us we see its reflection on Media . Media
shall not bring about aping of the West in East and ultimately should tr y
to follow the Nationalistic moral of living focusing more on bringing
togetherness of Indian Societ y.
TERTIARY INVOLVEMENT
The extent to which an audience engages with a media text can be roughl y
split into three degrees . The first of these is primary involvement , in
which the audience is solel y concentrating on consuming the media text .
For example, sitting down solel y to watch a favorite program on
television. Secondary involvement is when an audience's concentration is
split between the media text and another distraction. For example,
197
working on the computer while watching television . Tertiary involvement
is when the media text is merel y in the background, with no real
concentration upon it at all . For example, glancing at a newspaper on a
crowded train. While this theory is somewhat simplistic, it provides a
clear and probable explanation as to the chan ges in audience reception.
198
goes on to criticize studies that focus on children by stating that they do
not utilize adults as a control group, and that the studies are conducted
primaril y to further a "barel y-concealed conservative ideology." He
counters the premise of these studies with the concept that not all
depictions of violence are even bad to witness . M.I.T. Professor Henry
Jenkins, for instance, suggested in his speech to congress that The
Basketball Diaries utilizes violence in a form of social commentary that
provides clear social bene fit. [ 4 ]
Explains further that objects defined as "violent" or "anti -social" may not
be judged as such in the minds of the viewer and tend to be viewed in
artificial circumstances. These objects are furthermore based on previous
studies with flawed methodology, and are not grounded in theory .
Additionall y, he claims that the effects model makes no attempt to
understand the meanings of media. [ 5 ]
199
Critics of the media effects theory point out that many copycat murders,
suicides and other violent acts nearly always happen in abnormal
upbringings. Violent, emotionall y neglectful or aggressive environments
influence behavior more than watching certain programs, films or
listening to certain music . Most people who carry out these acts are also
mentall y unstable to begin with.
Critics als o point out that just because an audience sees acts of violence
in media, this does not mean they will actuall y commit them . Of the
millions of people who watch violent films, onl y a small number have
carried out acts of violence as a direct result . People regularly exposed to
violent media usually grow up to be completel y normal people . If there
are any effects from media, they onl y affect a very small number of
people.
Also there are other thinkers who criticize effects based research, such as
Terry Flew and Sal Humphreys, Barker and Freedman . Martin Barker
(2001) criticized Elizabeth Newson who alleged link between media
violence and real life violence in her report in 199 4, Brooke (2003 -07),for
example talks about this in details, and the report gained media attention
when it claimed the horror film Child's Play 3 had influenced two 10 -
year-old boys' behavior and led to the Murder of James Bulger in Feb.
1993. After examining and assessing Newson’s report, it was apparent
that there was no clear link between the film and the crime . Critics
pointed out that Newson's case studie s were reliant on press accounts and
opinions rather than independent research . However, Newson's report was
influential, and has led to more censorship of videos and more concern
from the British Board of Film classification on the psychological effects
of media violence. The attention and question become whether they were
watching violent media . But Barker (2001) doesn’t agree with Elizabeth
News on. He reject her claim about the connection between media
violence and real life violence, in his argument he justifies his position,
200
he indicates that there was not a scrap of evidence that the boys had seen
the movie and Child's Play 3 is a moral film . He also criticized anti
media campaigns and described them as ignorant and disguised political
campaigns. He states that these claims are represented by media and most
of people have no chance to check the credibilit y of them, he also points
out that these films including Child's Play 3 are often attacked because
they deal with political issues . Moreover, he lists real cases, for example
“a man takes a gun and shoots his entire famil y after watching the news,
arrested and tried, he explains his actions on the basis that the world news
was so bad there seemed no point in anyone going on living” . Barker
suggests that this case for example is no different that other putative
cases of media a causing violence, Barker said that we should not always
blindl y blame the media because people are not copycats, instead we
should be aware of someone's mental state and take other factors into
account before making such claims . For example, in his case he states
that the man's reaction was abnormal . Therefore, his behavior could not
be explained by suggesting “the effects of the news” . There are other
social and cultural factors in criminal acts in which the media are not the
basic influence . Barker also suggests 'that we must look beyond a
specific film to think about the specific context in which it has been
consumed, and the wider social background of the people’., According to
Barker there is no such thing called violence in the media that either
could or could not cause violence, we should rather pay attention to how
social factors and background make some people consume media in
specific way. For instance, even the news also show lots of violence, so
people should rather pay attention to how social factors and background
make some people consume media in particular way . In addition Barker
(2001) proposes further research; he suggests that the theory of media
violence connection must be tested because identification with particular
element in a film is not something can be seen . He also noted problem
with campaigners treating delinquents as normal people who become
201
influenced by the media . Therefore, he suggests further research on how
these people understand and consume media.
In order to form any conclusions about any possible effects of print, the
effects, if any, of writing before the invention of the printing press need
202
to be examined. Writing can be defined as ‘ a translation of sound into a
visual code. The earliest writing was hierogl yphic or pictographic, and
with these the visual code could be easil y related to the meaning .
However, the invention of the phone tic alphabet changed this by using a
code which bore no relation to the meaning and in doing this, according to
Marshall McLuhan, ‘split apart thought and action . He suggests that the
phonetic alphabet was the force which de -tribalized man but that, as
literacy was a minorit y skill at this time, it could not have full affect .
The invention of print, however, made literacy more and more
widespread, and as such had a dramatic impact on societ y .
203
calling this period of transition from one culture to another the Gutenberg
era.
204
culture, in Britain at least, could be said to be trul y dominated by print .
This time difference, from the fifteenth to nineteenth centuries, between
the invention of the printing press and the creation of a print culture
suggests that there were many other factors involved . These relate to the
changing cultural, political and economic climate and increasing
industrialization which meant that even factory workers needed to be
literate. McLuhan chooses to ignore these factors, but they suggest that
his claim that the printing press was entirel y responsible for the
eradication of an oral culture cannot be upheld .
Neil Postman, who was writing in the 1970s and 1980s, theorized among
other things on the educational effects of a societ y dominated by print .
Postman’s primary aim in his work was to present the many negative
aspects of a television culture and any possible bad effe cts which
television might have on societ y. His arguments are therefore biased
towards showing print culture, preceding television culture, as an age of
enlightenment and greatness in order to help strengthen his arguments
against television . Postman argues that the invention of the printing press
and the consequent literate societ y which it produced, divided adults and
children into the literate and the non -literate. Far from this being a
negative affect, in his view learning to read in this print cultu re became
an integral part of growing up . An increasing familiarit y with the book
culture of the adult world was a key aspect of the transition from
childhood to adulthood . From this point Postman goes on to argue,
controversiall y, that the medium of tel evision has destroyed this b y
creating a world fully visible to both children and adults .
205
become more anal ytical and logical than it would otherwise be able to.
They are both of the opinion that ‘it is no accident that the Age of Reason
was co-existent with the growth of a print culture . They also agree that,
although anal ytic thought was still possible before the development of the
printing press, ‘ in a culture dominated by print, public discourse tends to
be characterized by a coherent, orderl y arrangement of facts and ideas . In
a culture of this kind, the public generally has the abilit y to comprehend
this discourse. To illustrate this point Post man turns to the legal system,
explaining that in a print -based culture lawyers are ‘well -educated,
devoted to reason, and capable of impressive expositional argument . To
Postman, this is a perfect example of the capabilities and thought
processes of Typo graphic Man, and from here he continues to argue that
television is having a negative effect on culture as a whole, and
destroying our ability for logical thought which was allowed by a print
culture.
206
It is safe to assume that printing makes knowledge acce ssible to all,
although it needs to be accompanied with the necessary cultural and
political conditions making literacy compulsory for all . However, this
does not necessaril y lead to a societ y that is much more knowledgeable
than one that uses oral commun ication as its foundation . In a non-literary
societ y, where information is conveyed orall y, to avoid the information it
is necessary to avoid the whole of society . The onl y way this is possible
is by living a completel y solitary life . By contrast, readi ng and writing
are predominantl y silent and solitary activities . Consequentl y, in a
literary societ y, information is easy to avoid, simpl y by choosing not to
read what is available. This counters Postman and McLuhan’s arguments
on logical thought in lite rary societies as ‘such coherence as a person
achieves is very largel y the result of his personal selection, adjustment
and elimination of items.’ Lucien Febvre and Henri -Jean Martin, writing
in France in the 1950s, examined the impact of the printing pres s. They
suggest that printing, on the whole ‘could not be said to have hastened the
acceptance of new ideas or knowledge . They accuse it instead of initiall y
‘popularizing long-cherished beliefs, strengthening traditional prejudices
and giving authorit y to seductive fallacies . Printing then, to some, was an
obstacle and not a gateway to a new way of thinking . It does not
necessaril y follow, therefore, that in a print culture the public will be
either more informed, or think in a more logical way, than t hey would in
an oral culture.
Marshall McLuhan has come up with various theories about the impact of
print on human perceptions of space and time . He suggests that printing
has shortened human memories by the reliance on information being
stored more safel y and durabl y in a book . The rationalizing aspects of the
print culture encouraged a need for maps and timetables, and increased
the importance of perspective in paintings . In this way it gave birth to a
craving for a lifestyle reflecting uniformit y and rigidit y, and so the
207
complex systems of indexing and cataloguing that we have today came
into being. Continuing the work of Harold Innis, a Canadian economic
historian who was writing in the 1950s, McLuhan claims that print, as a
portable medium, all owed information to be circulated across space .
Before printing ‘information had to be conveyed by drifting texts and
vanishing manuscripts . In order to secure documents from loss, the
medieval convention was to lock them up, whereas the post -print era
could duplicate the document and so circulate the data to the public . This
concept of preserving valuable information by making it public has
proved far more effective than the pre -printing tradition, in which
documents were frequentl y lost, destroyed or d amaged. This is possibl y
the most valuable, and least criticized, area of McLuhan’s research into
the effects of print, as it draws attention to a new area which, with the
exception of Innis, few researchers had previousl y contemplated .
208
consumption of literary material by individuals alone and a greater sense
of nationalism simultaneousl y increased both indivi dualism and
uniformit y.
NEW MEDIA
Theorists such as Louis Wirth and Talcott Parsons have emphasized the
importance of mass media as instruments of social control. In the twent y-
first century, with the rise of the internet, the two-way relationship
between mass media and public opinion is beginning to change, with the
advent of new technologies such as blogging.
209
which defined the trial as a global event and made the trial more than it
was. Essentiall y, hyper realit y is the concept that the media are not
merel y a window on to the world (as if a visiting alien were watching
television), but ar e part of the realit y they describe . Hence (although
additionall y there is the question of navel -gazing) the media’s obsession
with media-created events. It is this which led Marshall McLuhan in the
1960s to say that "the medium is the message", and to suggest that mass
media are increasingly creating a " global village ". For example, there is
evidence that Western media influence in Asia is the driving force behind
rapid social change: “it is as if the 1960s and the 1990s were compressed
together.” A notable example is the recent introduction of television to
Bhutan, resultin g in rapid Westernization. This raises questions of
‘cultural imperialism ’ (Schiller) — the de facto imposition, through
economic and political power and through the media, of Western (and in
particular US) culture.
Social scientists have made efforts to integrate the study of the mass
media as an instrum ent of control into the study of political and economic
developments in the Afro -Asian countries. David Lerner(1958) has
emphasized the general pattern of increase in standard of living,
urbanization, literacy and exposure to mass media during the transit ion
from traditional to modern societ y. According to Lerner, while there is a
heavy emphasis on the expansion of mass media in developing societies,
the penetration of a central authorit y into the dail y consciousness of the
mass has to overcome profound r esistance.
210
ownership and authorit y; post publication criminal penalties for
objectionable matter; post publication collection of damages in a civil
action; post publication correction of libel and other misstatements;
discrimination in granting access to news source and facilities;
discrimination and denial in the use of communications facilities for
distribution;taxes;discriminatory subsidies; and interference with buying,
reading and listening.
The Frankfurt School came into existence in the earl y 1920s to explain the
failure of Marxism to take hold in the working classes, especiall y after
the "Great Betrayal" of social -democratic parties who aligned with their
governments during the First World War It sees the loss of individualit y
through decline of privacy as the main cause of dependence on great mass
organisations. Habermas to a certain extent depends on some earl y
critiques of the media from the ‘ Frankfurt School’, such as that of Max
211
Horkheimer use. For these three, media was a 'culture industry' which
was creating an impact on passive individuals . These individuals merel y
absorb any information they are exposed to. (A clear influence of Karl
Marx can be seen here, with links to the theory of alienation .) According
to Thompson, the cause of this is the commodification of art and culture,
which allows the possibilit y of "manipulation by demagogues" . Émile
Durkheim claimed that the interdependence of highly specialized
individuals, or what is known as ‘ organic solidarit y’, is seen as being
succeeded by a new and barbarous homogeneit y. Due to this, onl y a
‘mechanical’ cohesion is possible, dependent on similarit y and
standardization. Horkheimer thus argued that, paradoxicall y,
individualit y was impaired by the decline in the impulse for collective
action. According to him, ‘As the ordinary man withdraws from
participating in political affairs, societ y tends to revert to the law of the
jungle, which crushes all vestiges of ind ividualit y.’ In this anal ysis the
Frankfurt school saw totalitarianism emerging as a result of corrupt social
institutions and the decline of liberal principles . Thus Oppenheimer
claimed that: “Just as the slogans of rugged individualism are seeking
exemption from social control, so in mass culture the rhetoric of
individualit y, by imposing patterns for collective imitation, subverts the
very principle to which it gives lip s ervice.” Adorno in The Jargon of
Authenticit y claimed that “mass media can create an aura which makes the
spectator seem to experience a non -existent actualit y” . Thus a mass -
produced, artificial culture replaces what went before.
212
behavior and attitudes, particularl y in areas where most people have little
direct experience (e.g . Politics) and have a high degree of trust in the
source (e.g. broadcasting). Since class has become a less reliable
indicator of part y (since the surveys of the 40s and 50s) the floating voter
today is no longer the apathetic voter, but likel y to be more well -informed
than the consistent voter — and this mainly through the media.
There is also some very persuasive and empirical evi dence suggesting that
it is ‘personal contact, not media persuasiveness’ which counts . For
example, Trenaman and McQuail (1961) found that ‘don’t knows’ were
less well informed than consistent voters, appearing uninterested, showing
a general lack of info rmation, and not just ignorance of particular policies
or policies of one particular part y. During the 1940 presidential election,
a similar view was expressed by Katz and Lazarsfeld's theory of the two -
step flow of communication, based on a study of elec toral practices of the
citizens of Erie Count y, Ohio . This examined the political propaganda
prevalent in the media at the time during the campaign period to see
whether it plays an integral role in influencing people's voting . (In terms
of generalizing their results, one should note that there are questions
about short term versus long term influence) . The results contradict this:
Lazarsfeld et al. (1944) find evidenc e for the Weber an theory of part y,
and identify certain factors, such as socio -economic circumstances,
religious affiliation and area of residence, which together determine
political orientation . The study claims that political propaganda serves to
reaffirm the individual's predisposed orientation rather than to influence
or change one's voting behavior.
213
discussion to come into the public domain (of mediated quasi -interaction)
and more to be discussed within the private domain (since the media
provides information individuals would not otherwise have access to).
Chapter8
214
Jagran Prakashan Ltd. one of the leading media conglomerates of the country has
always been in the forefront in mass awakening and serving the community through its
mass media reach. In post economic liberalization era predominance of economy on
social structure has affected all institutions including media. The choice between
economics and social concern is getting difficult day by day. The current scenario
demands a more strategic and out of box solutions to address the social concerns. To
meet this demand, Jagran Prakashan Limited has come forward with its social initiative
in form of establishing a dedicated wing “Jagran Pehel" which is run by “Shri Puran
Chandra Gupta Smarak Trust” a non-profit making charitable trust of the group fully
committed to the social cause. “Jagran Pehel" utilizing one of the largest media plexus in
the country is actively involved in awareness generation, advocacy and promotion of
social issues through innovative means of mass communication.
The thought is to assist organizations/individuals through social marketing. It is an
initiated commitment towards changing mindsets. The goal is to improve the quality of
human life by designing and implementing strategies that achieve high levels of
community education, self-efficiency and beneficial behavioral change. We believe in
the importance of the issue we choose to work on and in the strength of our client
partnership.
215
LIST OF MAJOR EVENTS ORGANISED BY JAGRAN GROUP FOR
SOCIAL INITIATIVES.
216
Corporate Social Responsibilit y (CSR) has increasingl y become a
major concern of corporate public relations . A 2003-2004 survey finds
firms were at different stages in their commitment to citizenship . Most
executives acknowledge the importance of social and environmental
responsibilit y to the bottom line (82%), to their companies' reputations
(59%), and to their customers (53%), But when it c omes to translating
citizenship into meaningful programs and embedding it in the business,
firms range from leaders to laggards, with the majorit y somewhere in
between (Mirvis & Googins, 2004) . Regardless of the different stages,
however, corporate giving to social causes has increased by an annual 10
percent in the latter half of 1990s and stood at $9.05 billio n in 2001.
As one of the most important stakeholders, the news media are crucial for
corporations because it is primaril y the news media that event uall y help
materialize the goal of CSR, namel y the corporate reputations . This
research seeks to examine how the news media represent CSR .
Specificall y, it will examine how the news media report CSR and anal yze
the news context in which CSR is embedded.
Many studies found that journalists tend to hold a negative, and often
antagonistic attitude toward the public relations and public relations
practitioners, resulting t ensions between the two groups (Bollinger, 2000;
217
Henderson, 1998; Sallot et al., 1998; Fedler & Delorme, 2002) . It is even
suggested that a harmonious relationship between public relations and the
media may never be achieved.
However, because public relations and the media form a single public
information system that provides information to the public, the
relationship between the two should not be defined as being simpl y
adversarial or harmonious. Since the 1980s has shown mo re softening of
negative viewpoints between the two groups, indicating improved
relationships between news media representatives and public relati ons
practitioners . Shovlin (1989) found that both public relations
practitioners and reporters believed that improvement has been made in
areas of respect and ease of communication between the groups.
Kopenhaver found that public relations practitioners agreed with
journalists on what constituted important elements of news, with the
former accuratel y perceiving the journalists' values . She also found that
public relations practitioners ranked "depicting subject in a favorable
light" as the least important expectation, compared to journalists'
perception that this was what public relations practitioners most expe cted.
Swartz (1983) noted that journalists and public relations practitioners had
much in common, and that their differences were based less on skills that
each group used than the way they perceived each other . When journalists
became public relations s ources, their perceptions of public relations
changed original poor image o f public relations.
218
PRINT INDUSTRY AND CSR
Over the last ten years, the move away from reliance on print media has
raised massive challenges for the industry . Advances in electron ic media
have forced everyone from paper manufacturers to publishers to consider
their business strategy.
Many opinion -formers argue that greater use of electronic media can onl y
bring environmental benefits . They argue that, by cutting down fewer
trees, creating less paper waste and increasing usage of online media, the
world can onl y be a better place . I’m not sure I buy this argument.
How can we compare, for example, the carbon profile of unique users
viewing a web page with the carbon burden of a print run of equivalent
reports? I don’t believe anyone has yet come up with a slick way of
expressing these numbers . And although the environmental burden per
user view of an individu al web page might be relativel y low, the total
burden imposed by all electronic media is huge.
Until recentl y the energy burden of the massive data warehouses that
support the Internet has slipped under the radar . This issue is just starting
to attract broader attention now. Some of the big names are not being
transparent about the carbon footprint of their operations.
219
As just one example, Google's data centre in Oregon could use as much
energy as the entire English cit y of Newcastle when it comes full y o nline
in 2011. In 2000, data centres as a whole were estimated as contributing
0.8% of total US electrical consumption; ten years later that number must
have increased considerabl y. And for every 100 watts those data centres
consumed, onl y 2.5 watts resu lted in useful computing.
Recent research has also highlighted that performing two Google searches
(a search meaning a series of web searches leading to a conclusion) from
a desktop computer can generate about the same amount of carbon dioxide
as boiling a kettle for a cup of tea.
Although the main technology suppliers recognize this and are responding
to pressure to reduce the environmental burden of making and using PCs,
PDAs, web-enabled mobile handsets and so on, col lectivel y t heir impacts
are enormous.
The ICT sector is estimated to be responsible for two per cent of carbon
emissions in Europe. The industry average for high power usage
effectiveness (PUE) is two, which means for every watt used by IT
machinery two w atts is required to cool it off . Some industry players are
disclosing much improved performance, for example Google is quoting
1.21 and Microsoft 1.22.
Another factor we cannot avoid in comparing print media with the Internet
is that modern technology rem ains a luxury enjoyed by onl y the relativel y
wealthy. There is an oft -quoted statistic that half the world’s population
has yet to make its first phone call . Perhaps that number is changing with
the mobile revolution; nevertheless, the Digital Divide rem ains a burning
social issue. From a global perspective, print media are an essential force
in communications.
220
And often, web technology just isn’t right for getting your message
across. I work in corporate reporting, for example . Many of our clients
are experimenting with all sorts of exciting technology as part of their
communications mix, but most recognize that sometimes, a tangible
product you can hold in your hand is simply the most effective medium.
221
KPMG's approach included identifying stakeholder groups to be
contacted,
Conducting consultation and anal ysis, and reporting the findings . KPMG
consulted over 130 stakeholders, external to the 12 organizations funding
the project. The stakeholders were opinion formers drawn from the media
industry, the CSR communit y (e.g. Non-governmental organizations
(NGOs), academics), sociall y responsible investors, and the financial
communit y (e.g. Ratings agencies). It did not include ‘internal
stakeholders’ i.e. Employees or suppliers. A range of methods was used,
including face-to-face interviews, workshops, written feedback and a web
based.
It is important to recognize that stakeholder consultation and anal ysis
does not
Constitute, or act as a substitute for, stakeholder engagement . The aim is
to identify stakeholders' vie ws and concerns. It provides a sound basis
for future engagement by the media organizations to explore, and more
importantl y respond to their stakeholders about relevant issues.
222
responsibilities are broadl y similar to organizations in other sectors, and
are reflected in their corporate attitudes, policies and governance – taking
account of any material social and environmental impacts in the context
of employees, markets and communities. These are reflected in those
issues classified as ‘CSR issues common to all sectors’.
During the consultation, feedback was requested on the initial Key CSR
Issues diagram. The aim was to identify the most significant issues which
stakeholders believed the media industry should address . For many, the
diagram represented the first step the media industry has taken to
articulate its core CSR issues – that is, those arising f rom their output
(e.g. Culturall y diverse output; impartial and balanced output) rather than
those which focus on non -core, or operational
Activities such as environmental performance reporting.
The stakeholders identified the following additional issues for inclusion .
They classified these as ‘common issues with distinct implications for the
media’:
• Content access and labeling
• Interaction
• Accessibilit y
• Responsible advertising.
223
.
PRIORITISED KEY ISSUES
The fundamental CSR issues identified by the stakeholders were based
around the influence the media organizations can have on societ y through
their product output; that is, their content and programming (e.g .
Informing public opinion; audience needs reflected in output; responsible
advertising). Stakeholders recognized media organizations’ output to
have both a positive and negative effect on the overall culture and
cohesion of the society in which they are operating.
The key issues for the media industry as a whole, identified by the
stakeholders and shown on the diagram in red, are shown below, in order
of priorit y. These issues are not all necessaril y relevant to each company,
but relate to the overall media industry.
1. Transparent and responsible editorial policy
2. Corporate governance
3. Integrit y of information
4. Impartial and balanced output
5. Investing in and supporting staff.
225
Intellectual propert y
and copyright
Entertainment
and gaming
Media literacy
Pluralit y
Digital divide
Charitable issues
Two of the five priorit y issues are classified as being unique to the media
sector, with two being common to all sectors and one having distinct
Implications for the media sector The stakeholder consultation illustrates
that while there are specific CSR issues for the media, those that appl y to
all businesses are also significant . During the course of the consultation
and anal ysis, KPMG r eceived extensive feedback in relation to the
significant issues for each of the industry sub -sectors (e.g. broadcasting,
publishing) which, in time, should help to inform how the individual
organizations report back to their stakeholders in more detail . The future
The Media CSR Forum has completed the steps it set out to achieve in
February 2004. The individual members are now looking to incorporate
the findings from this consultation into their work .
226
and minimizing the negative impacts of an organization’s operations and
product output on societ y and the environment, by meeting stakeholders'
expectations and compl ying with regulatory standards . The unrestricted
and uncensored inclusion of views and opinions in organizations’ output;
enabling debate and dialogue.
The provision of an environment which is as secure, safe and healthy as
possible for all employees and which meets legislative requirements in all
countries of operation . Organisations may operate in countries with poor
human rights records . However, operating in such countries may provide
an opportunit y to expose abuses through products (e.g . news) or
influence positive change regarding human rights standards . The
production of fair, diverse and unbiased media output which reflects and
informs public opinion and di alogue supported by editorial policies which
are independent from ownership . The delivery of high qualit y information
which provides the full range of views about an issue, and is reflective of
the societ y in which it is disseminated, to inform rather than influence
public debate. The provision of quality data, images and information,
which is objective and accurate. The protection of intellectual propert y
by owners from piracy and other forms of illegal use of content or fraud
(including copyright in fringement, incorrect royalty payments,
counterfeiting and illegal downloading) . The growth of interactive media,
leading to increased participation and involvement in societ y by
individuals and groups.
The provision of a supportive and safe environment for staff to grow and
develop through training, professional development and benefit plans
which nurture, encourage and motivate an organization’s workforce
mindful of their needs for work/life balance. Consumers' understanding
of the t ypes of information and its availabilit y, to enable an informed
decision about the programme/article/music/image they listen to, view or
read.
227
The illegal duplication and distribution of content . Piracy can be
described as theft since it is using content without permission and without
paying for it through breach of copyright regulation.
The management of advertising that considers both the positive and
negative impacts of products on society whilst meeting stakeholders'
expectations, regulatory standards and organizational standards. The
enhancement of awareness around sustainabilit y issues, and the
encouragement of learning, informing, and understanding of these issues,
with a view to improving social and environmental standards.
An organization’s responsibilit y to ensure that their suppliers are treated
fairl y and honestl y from selection through to payment processes; and their
responsibilit y to ensure that suppliers adhere to social, environmental and
ethical (SEE) performance standards . Disclosure of an organisation's
ownership structure and the development of processes/systems which
demonstrate editorial independence and integrit y . The conformit y to clear
editorial policies, standards or codes covering issues of accuracy,
impartialit y, and poli tics. The provision of acceptable conditions and
treatment of self-employed persons contracted by organizations to cover
specific assignments . The investment in nurturing and developing a wide
range of talent which enables creative people to earn a livin g from their
creativit y. This includes encouraging innovation and entrepreneurship
from employees.
‘As the range of issues grew through the 1990’s, we saw a new trend –
with some of the companies listed earlier, leading the change into the
brave new world of corporate environmental and sustainable reporting .
This communit y involvement has made companies realize that in order for
them to remain competitive and ensure sustainabilit y, they must address
5
the needs of their shareholders in their business.’ It has also made them
realize that this t ype of involvement can bring them many benefits, among
them enhanced publicit y.
228
Due to the fact that the media has an influential role on companies, and
the public, this case study was selected to further explore the t ype of
relationship that exists between the media and the private sector both
globall y and locall y. It will shed light on the way the media perceive,
prioritize and cover issues related to Corporate Social Responsibilit y
(CSR) and Sustainable Developmen t (SD). It will also address some of
the challenges faced by the media sector and provide some
recommendations that will hopefull y inspire all stakeholders to work more
cohesivel y together to contribute to Lebanon’s socio -economic
development.
The corporate social responsibilit y (CSR) concept has recentl y become
more heavil y widespread and at the heart of some companies agendas .
One of the reasons for this heavy shift toward embracing social
responsibilit y can be attributed to globalization, and pr essure from many
stakeholders (among them the media and the pubic) to ensure that
companies’ practices do not negatively impact the environment and
societ y. “Terms like ‘Corporate Social Responsibilit y’ and ‘triple bottom
line’ began to appear in European media in the mid – 1990’s. At that
time, the media focus has either been on the thinking and initiatives of a
handful of sociall y responsible entrepreneurs, among them Anita Roddiick
of The Body Shop International and Ben Cohen and Jerry Greenfield of
Ben & Jerry’s or on the mishap that have befallen a succession of the
major companies in the area . Examples that spring to mind include Norsk
Hydro (environmental contamination), Shell (marine ecology, human
rights), Astra USA and Mitsubishi Motors (sexual harassment) Texaco
(racial discrimination), Monsanto (GM foods), Nike (child labor) and
ExxonMobil (climate change)”
229
sustainable development requires the involvement of all sectors of
societ y, not just business . The media’s understan ding and sustained
intelligent coverage of the Corporate Social Responsibility (CSR) and
Sustainable Development (SD) agendas is a necessary precondition for
6
real progress.’ The report explained that the two main reasons, why the
media doesn’t pick up on issues related to Corporate Social
Responsibilit y, until its too late (or at least until a disaster occurs in a
corporation) are: ‘Firstl y because evolution has equipped us to respond to
big, noisy, immediate threats, and to ignore problems that may prese nt
even greater risks, but which build more slowl y . The second reason is for
commercial self-interest, since many journalists that were interviewed
wanted better coverage of the triple bottom line issues and trends, but
their marketing people argued that readers, listeners or viewers are
switched off by it . As a result, media companies prefer not to cover such
issues in order to keep audiences happy . This makes intuitive sense,
although some argue that the media under -estimates the audience’s
readiness to tune in, if such issues are well presented . ‘The key challenge
is to find a way to tell these stories in a manner that engages, makes the
connections to the ‘big picture’ and touches people’s lives.
Media coverage of corporate social responsibilit y and sustainable
development can do wonders for both companies and the communit y .
Companies, who sincerel y try to do good for their communit y b y
committing their human and financial resources to developmental
projects, benefit by receiving publicit y and eventu all y enhanced
reputation. As discussed in this case study, unfortunatel y, his has not
always been the case, both in Lebanon and globall y . To address this
challenge, it is important for the media to enhance its’ understanding of
the field and to realize t hat some companies trul y deserve to receive such
publicit y in return for their efforts . Such publicit y will in turn inspire
other organizations to get involved, thus bring about more initiatives that
will benefit the communit y and will enhance a cycle of sustainabilit y.
230
The key theme that was indirectl y addressed through this case study is not
onl y about the power of media in development, but about the power and
importance of strategic communication . Such communication is not onl y
important for companies, but for media agencies, government institutions,
NGOs, etc. It is
CHAPTER 9
231
1. "Arpan" - A social initiative of Dainik Jagran Readers - We Collect blanket, old
clothes, shoes, etc from ~~~~Committee for Protection of Democrative Rights, West
Bengal~~ to help for poor people.
Anti Polythene rally was organized at Jalandhar the main motive of the activity was to
aware the society not to use polythene as it is the root of many problems, the activity was
organized with the help of school students for the same door to door & shop to shop
appeal was made not to use plastic bags for the carriage of material in lieu they can use
jute / paper packets, example of Himachal Pradesh was also given how the people of HP
with joined effort made the state Polythene free.
National Bureau--18/02/2009
Concept:
232
The basic concept was to give one common resolution to residents of India i.e. to stand
united & fight against all anti social elements in the
society. The message of unity & integrity through diversity of India was given to all.
6. Candle March
11.Land donations campaign for Primary Schools in Bihar with Bihar Education
Project (BEP), Government of Bihar.
233
LIST OF MAJOR EVENT IN JHARKHAND.
6. JHARKHAND KE NO 1
Chapter 10
234
Identify the classifications of newspapers and magazines available
to Canadian advertisers .
To provide a forum for discussions on all print media issues which affect its
members collectively.
Suggestions
235
Limitations
Print is the oldest form of media and is still a popular way to distribute information and
advertising. The print media includes newspapers and magazines, items that have been
available to consumers for generations. However, these types of media have limitations
that have become increasingly more apparent in the last few decades. The limitations are
follows-
LIMITED READERSHIP
Unchangeable
LIMITED LIFE
236
in many cases, while magazines are t ypicall y considered current for a just
one month or slightly longer .
NO SOUND OR MOTION
Online and broadcast media have the advantage of having audio and full
motion video to keep consumers interested without having to make much
effort. Meanwhile the print media must somehow convince people to pick
up a publication and read it . While this does not seem like much to ask,
the option of broadcast or online media makes it much easier to simpl y
log on or tune in and let the information come via video and audio .
DEMOGRAPHICS
CONCLUSION
237
` Admittedl y though, as we have seen from the evidence in this report,
there is certainl y a trend towards the use of digital medi a, especiall y in
everyday life. This however seems to be coming as a gene ralisation from
the younger age groups. The evidence of this is in the chapter “Does
digital media now play a part in everyday life?” This shows that for the
16-20 age groups and the 21 -30 age groups that the amount of hours the y
use the internet for is above th e amount of hours they watch TV . It would
be interesting to do this same report in another 10 years to see if those
who are currentl y in the 21 -30 age group have taken the media habits with
them. This evidence also shows that there is to at least some ex tent a
generation gap in the use of digital media, older people are tending to
stick the traditional medias that they know and have grown up with.
We will also not see the death of traditional medias totall y, at least for
the foreseeable future . Traditional medias will adapt just as they have
done every time a new media was introduced, people said cinema and
radio wouldn’t last after the success of television, but they did, the y
evolved and are still successful, and radio is infact enjoying somewhat of
resurgence as more and more people are listening to radio over the
internet, as reported by the Guardian (Guardian 2006) . The same thing
happened when the recordable tape cassette came out, people said that it
would kill music but as we have seen it hasn’t and is still successful
today. Traditional media will involve and become more interconnected
with digital media, we have seen this in the likes of the BBC promoting
the use of podcasts and there website whilst broadcasting on the
traditional medias such as TV.
The other problem of digital media currentl y, and one that is holding it
back is the fact there are so many different formats and standards for a
variet y of aspects connected to digital media, there are different operating
s ystems, and if you do som ething on one you might not be able to open it
238
on the other, there are currentl y 3 different standards for wi -fi, a,b and g.
and on top of that there are two different securit y protocols for wi -fi. We
have seen the success when manufacturers and software makers support
just one format, look at the success of the MP3 format, this is a format
which is platform independent, software has been written for windows, OS
X, Linux and even hardware like mobile phones . Most manufactures tend
to push onl y the techno logy they created and argue that theirs is better
whilst forgetting to leave out support for other technologies which are as
equall y as good, for example, in windows, there is the video format,
.wmv, this is onl y playable in windows and so if you have a di fferent
operating system you can’t view it . If digital media is to trul y take the
place of traditional media it needs to have standards that are agreed and
accepted by everyone. Printed material is not restricted to a certain few
because they happen to h ave the write operating system; anyone who can
see can read it. This is what digital media needs to do if it is to trul y take
the place of traditional medias.
BIBLIOGRAPHY
239
References:
Magazine
News Paper
Amar Ujala
Website:
ANNEXURE
240
The function of the new media in seventeenth-century England
Until recentl y, historians have assumed that the British masses did not
have access to complex media or information about current events because
of widespread illiteracy and the physical inaccessibilit y of the nation's
remote regions. On the contrary: more so than ever before, media were
ubiquitous aspe cts of seventeenth-century British societ y, and there was
an unprecedented array of information available to those who wanted it .
Unparalleled by any other time in British history before (or relativel y
speaking, since) the time of the British Civil War, " ordinary people were
part of an elaborat e network of information".
241
the seventeenth century, England's capital housed an estimated several
hundred unlicensed printing presses, and by the middle of the century,
printing facilities (and even the beginning stages of local weekl y
newspapers) were available in such cities as Norwich, Bristol, and Exeter .
The first printing press came to London in 1476, but it was confined to
the walls of Westminster Abbey, producing texts that were no more
available to the public than the manuscripts of scribal culture . By 1500
there were onl y five printers in London; by 1523 there were at least
thirt y-three printers and booksellers activel y e ngaged in the trade.
But even up until the e arl y part of the seventeenth century, the high cost
of publishing and purchasing printed tracts prevented the printing press
from actuall y serving as a public instrument . Although pamphlets were
the cheapest publications available, they were generall y onl y produced
and consumed among a "small and intimate" selection of literati until the
1620s when a new, less expensive t ype -face technologies reduced the cost
of production . Just in time for the propagation of revolutionary ferment
that began the Civil War . Considering the new availabilit y of the printing
press to the masses, it is no coincidence that the media revolution played
a significant role in the outbreak of armed conflict . Tim Harris, in
"Propaganda and Public Opinion in Seventeenth -Century Engla nd"
concurs:
It is well known that from the eve of the Civil War there was a sudden and
dramatic surge in the output of the press . As censorship controls broke
down following the meeting of the Long Parliament in late 1640, there
was a great explosion if pamphlet and other printed materials, discussing
a wide range of political, constitutional, and religious topics, and it is
probabl y not too controversial to assert that the English Revolution of the
mid-seventeenth century was accompanied by a concomita nt media
revolution.
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Though we are looking specificall y at pamphlets, around this time,
members of the populace could disseminate their voice through a variet y
of media: books and newspapers (relegated more to the elite), pamphlets,
broadsides, oral communi cation, woodcut prints, paintings, stage plays,
ballads, sermons, official proclamations, petitions, and riots .
The most prolific --- not to mention, democratic --- form of expression on
an individual level was undoubtedl y the pamphlet . Once it was printed in
London, a pamphlet would be sold on street corners or in print shops or
carried to more rural locations and sold for next -to-nothing. Some copies
were either bought by retailers for resale in the country, carried by their
owners on travels away from the capital, or sent by "post" to friends in
the countryside. Once a copy reached a village or town it would be
posted for greater consumption . A new pamphlet --- whether it contained
news, prophesy, or trivia --- was sure to be a crowd pleaser, es peciall y
considering the potent rhetoric to which the majorit y of pamphlets were
disposed. We do well to remember that printed material was an
innovation among the British masses (especiall y the country folk);
naturall y, pamphlets and broadsides were the talk of the town . Most
pamphlets combined text and images sometimes prett y alarming w oodcut
prints, which made them accessible to the illiterate .
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For printed materials , regulations dating from the sixteenth century
required an elaborate system of licensing: every prospective publication
had to be licensed by a censor and then recorded in the Stationer's
register. After 1637 printed materials had to include the name of the
person who authorized the publication . Enforcement of these laws went
under the jurisdiction of the Star Chamber, a "royal prerogative court"
which could punish the offenders with fines, imprisonment, or various
kinds of corporal mutilatio n. In the seventeenth spectacular cases of
punishment arose where the Star Chamber ordered the mutilation of
Puritans Henry Burton, John Bastwick and William Prynne in 1637 for
anti-Protestant rhetoric. The merciless punishment scandalized the
nation, and censorship hung as a heavy threat before its 1641 fall as a
result of the parliament -royalt y upset. Earl y in 1641 Parliament dissolved
Charles I's prerogative courts, including Star Chamber, removing the
mechanisms by which censorship and licensing laws had been enforced .
From that point until the Royalist regained control over the press in
August of 1642, England witnessed the most effusive public participation
in national politics to date . In Freedom of the Press in England, 1476 -
1776, Frederick Sie bert shares some helpful statistics on the quantit y of
printed output: "An anal ysis preserved in the Thomason collection in the
British Museum shows that although onl y twent y -two pamphlets were
published in 1640, more than 1,000 were issued in each of the succeeding
four years. The record number of 1,966 appeare d in 1642". The voices
that found their way onto the walls of alehouses and into the hands of the
King himself were febrile, alarming, oftentimes toxic . Pamphleteers for
the most part had no econo mic incentive to publish their work; they were
driven, rather, by an earnest commitment to intellectual speculation, to
the welfare of the state, and to the piquant power of the printed text . One
pamphleteer of the time marveled at the lethal power with w hich the
printing presses of revolutionary England were invested:
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To come to the presse is more dangerous, then to be prest to death, for the
payne of those Tortures, last but a few minutes, but he that l yes upon the
rack in print, hath his flesh torne off by the teeth of Enuy, and Calumny
euen when he means no body any hurt in his graue .
Pamphlets from both sides feature strong religious images --- as the
politics of the day were inextricabl y tangled up in religion --- such as the
devil defecating into t he mouth of a anti -Royalist pamphleteer, or the
pope vomiting demons into the mouths of monopolists, or bitter parodies
of the "gracious king" holding hands with Heresy but swearing
commitment to Truth:
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For the most part, the content of pamphlets representing the sentiments of
both the Ro yalists and the Parliamentarians revolved around three points
of political tension:
(2) monopol y privileges for the production of new items, and some
already in use, such as soaps, leathers, and wines (the pamphlet response
here was overwhelmingl y anti -monopolist), and
(3) changes in the church, the Irish Rebellion, and suspicion of popish
plots which implicated Charles as sympathetic to the Irish -Catholics,
colluding in a design to bring down the government and the Church of
England.
Print Media is one of the most flourishing sectors of the country . The
young generation of today is seen choosing a career in print media as
working in the sector gives glamour promises opportunities to stride
ahead very fast. But jobs in the print media also demand lot of hard work
and patience. Many of the aspiring candidates opt for a career in the field
of reporting but the l eading magazines and the newspapers also hire
artists, editors, graphic designers, photographers, cartoonists and many
more. The candidates with exceptional skills in designing, photography
and writing along with a good academic background face no difficu lt y in
acquiring a good job in this field.
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A Career in Print media gives you an opportunit y to work on various
positions like- Columnist - a person that gives and adds information to the
columns of the newspaper Freelance Journalist - a person who is salaried
as per the contribution of the articles he/ she writes Editors - People that
design the layout of the matter before the final publis hing of the news
Sub Editors - A person that adds the final touches to the articles or the
news given by the reporters Apart from the these positions, one can also
think of a career in Print Media as Commentators, Cartoonist,
Photojournalist, Reporters an d Correspondents and many more .
Print Media
Before partition, Lahore was the hub of print media and almost all the
newspapers of the United Punjab were being published from there . After
the holocast of partition, the press shifted to Jalandhar and started afresh
with limited means . In a very short span o f period the press stood on its
feet and has now become very influential organ of public opinion.
Jalandhar Cit y is the centre of print media . Many dailies and weeklies are
published in various languages . Some of them are fine manifestation of
journalism. The dail y Ajit is a leading newspaper which has wider
circulation and readership especiall y in the rural areas . Hind Samachar
Group publishes Jag Bani in Punjabi, Punjab Kesari in Hindi and Hind
Samachar in Urdu. These newspapers are also read by a la rge number of
people. Amar Ujala and Dainik Jagran are published in Hindi . These two
newspapers have included several interesting sections thus arousing the
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curiosit y of public. Akali Patrika, Aj -Di-Awaj, Jantak Lehar are other
dailies published in Punjabi. Milap in Hindi and Urdu, Vir Partap in
Hindi are also published from Jalandhar.
Newspapers and newspaper advertising has been the most important tool
in shaping the growth and development of any societ y in the modern
world. More than anything, they have been very instrumental in bridging
the communication gap between people that co ntributes to the air of
awareness in a society. Since the very first day that the oldest newspaper
in the world had made its appearance, there has been seen progressive
changes that have catapulted the status of every societ y to new levels of
evolution from time to time . The newspaper industry in every countr y
stands out as an influential body contributing to the development of the
modern societ y by acting as one of the most potential platform for
exchange of thoughts and opinions . Moreover, by covering a wide
arrange of topics that are relevant to the dail y lives of the people in a
societ y, it promulgates the identit y of the societ y, and acts as the
dispenser of public opinions . One of the most crucial tasks of the
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newspaper industry is its contribution towards the economi c and industrial
development of a country through its assim ilation of the people’s voice .
The role of the media i n shaping public perceptions and opinions about
significant political and social issues has long been the subject of both
speculation and research . It is widel y accepted that what we know about,
think and believe about what happens in the world, outside o f personal
first-hand experience, is shaped, and some would say orchestrated, by how
these events are reported in newspapers and communicated through the
medium of radio and television . This paper explores how the topic of
school discipline is covered by Australia’s major newspapers . Newspaper
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reports on discipline and related topics such as behaviour management,
disruptive and antisocial behaviour in schools were examined for the
period 2000 – 2004. The anal ysis focused on the t ypes of topics covered,
evidence of bias and the ‘message’ conveyed in the reports about this
important and highly contentious subject . The paper concludes with a
commentary the relationship between how discipline is reported on in the
media and what actuall y happens in schools a nd how educational
decisions and policy might be influenced by such reports .
The role of the media in shaping public perceptions and opinions about
significant political and social issues has long been the subject of much
speculation and debate. It is widel y accepted that what we know about,
think about and believe about what happens in the world, outside of
personal first -hand experience, is shaped, and some would say
orchestrated, by how these events are reported in newspapers and
communicated through the medium of radio and television .
Few people experience first -hand a terrorist attack, most don’t know what
it is like to be held in a foreign prison while undergoing a trial for
suspected drug trafficking . Thankfully, relativel y few of us are the
victims of a violent crime or are close to those who are the victims or
even the perpetrators of such acts . The realit y of those events and our
responses to them are experienced vicariousl y through the word pictures
created by journalists and the visual and auditory realism of television
reports. The mass media brings simulated realit y into our lives and we
find ourselves rel ying on those sources to provide a conceptualized image
of the real world .
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particular, is our major source of information today and has become a part
of us and part of our famil y life . George Gerbner likened it to a “key
member of the family, the one who tells the most stories most of the time”
(Gerbner et al 1980, p . 14). Research has taken this one step further .
According to Severin & Tankard (1997) heavy television viewers are more
likel y to perceive the world as it is portrayed on the television screen .
The limitations of such a ‘world view’ are strikingl y portrayed by the
character Chance in the movie Being There, the story of a gardener who
had spent his entire life in the house of an old man and whose onl y
knowledge of the world outside the house was through television . When
the man dies, Chance is put out on the street with no knowledge of the
world except what he had learned from television .
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THE MEDIA AND EDUCATION
unlike many world events, when it comes to education and schools, almost
everyone has first -hand experience of the teaching -learning process. for
most, that has entailed six years of primary and six years of secon dary
education - a very long exposure indeed to the workings of the classroom,
school curricula and the dynamics of school life. parents relive that
experience from another perspective when their children go to school.
many in the communit y would regard themselves as knowledgeable about
the education process and some would regard themselves as ‘experts’ on
every school education related topic or issue.
One could expect that with this level of experiential background on the
subject of education, the publ ic would be well informed and far less
susceptible to distorted, biased, or in any way manipulated media
coverage of the education enterprise . This is not the view taken b y
educational researchers and commentators David Berliner and Bruce
Biddle. In their controversial book The Manufactured Crisis they provide
a sharp critique of U.S . media coverage of school reform initiatives and
student achievement data . They claim the public is being manipulated
into believing that the schools, particularl y public s chools in the United
States, are failing in their responsibilities to students and the communit y
(Berliner & Biddle, 1995) .
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