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1
Communication for Social DevelopmentPolitics of Development Communication
CMS Presentation
At
CMS Symbols, University of Hyderabad, Andhra Pradesh
November 1 - 3, 2007
2
Social Development–A Communication Perspective
Development is more often measured by “popularity” and market indicators - not by attitude &
behaviour
Development Communication is quite often limited to awareness, “campaigns”, reach, access
No process view or concern for effects; Showcasing is the priority, not sustaining
aspects
Behaviour change is advocated more with monetary incentive or media coverage and VIP
lead, top-down oriented, and more to “influence”
Extension services/ network of field functionaries is not specifically skilled or oriented and
linked
Development Communication is more mass media centric, with hardly any research support –
pre or post
So much effort, resources, discourse in the name of development, with no commensurate
outcome
3
Media & Myths
As development communication is media centric and since media sets the public
agenda, we need to understand its role, stature
Growth, is not ‘expansion” without equity – 1/3 continues to be outside mass
media
Selling brands, is the priority, not social change– complicity with powers
Media no longer social institution, they are corporates & conglomerates
What instantly interests & what is in the long term interest of people is not
differentiated
As rich are becoming richer…already informed are the ones informed more
Has the boom helped social development?. What efforts are being made?
4
Paradigm shift is power shift
Not viability but profitability goal; not service to consumer, but
“product” view
No longer subscriber driven, but advertising
No longer journalist or editor driven, but of manager to maximize
profit
Concern is not so much citizen and community, but consumer &
market
Distinction is blurred between news, views and ads; and news &
entertainment
5
“New gatekeepers”….Best allies
Who sets the priorities and preoccupation of media; key players of
complicity
Advertisers & Ad. agencies
Market Researchers & Media Researchers
Media planners and media audit firms
Public relation corporations
They work in tandom, serve each others interests and together of market
Their agenda is common; civil society matters so little
No regulator; no healthy competition
Mass Media
Ad
MR PR
Space/TimeBuyer
New Gatekeepers. Shift in the Paradigm is too ObviousWho sets the priorities?
6
Effects, anyone concerned?
Has Power of media increased in the context of social development?
Impressive on “markets”, not so much on “society” - are they same?
“Positive” effect on markets, more often negative on society
And, less where it involves attitudinal and value changes
Scare & scandals have more pull power; common denominator
approach
Imitation effect, mimicrying, copycat tendency of media…implications
Awareness more, behavioural change less
7
Emerging trends… not pro-social development
Monopolizing - a threat; conflict of interests… sustaining mass
markets…
Cross media interests – 30 to 12 to 8 control of 85%
Conglomerates, big becoming bigger and global & centralized
In the name of choice and despite competition, more of the same,
whither plurality?
Benchmarks, yardsticks are of brand promotion & for market
Individual life style rather than community or equity is the concern
Increase in quid..pro-outlook of media, no transparency in the process
8
Missing link ….critical one, research
It is more media and advertising research, hardly any communication
“Reach”, “exposure”, “access”, PR are the concerns, not change or
impact
Mostly sponsored & supportive, not independent or neutral research
Sender dominated research, not process based; “influence” is the concern
Newer technologies, new regulatory environment calls for longitudinal and
effects studies
Academic back up lacking with concern for basics, research skills and
innovation; corporate PR & ad priority; no interdisciplinary nature
Research is limited to “instant viewership” or “masthead exposure” and that is
pushed as yardstick
9
The Way Forward Independent research as a means for correctives and advocacy and action; time
series studies with design for effects
Sesitising social networks – with analysis, perspectives, implications, alternatives/
options.
Linkages – between benchmarks, priorities and outcomes; new technologies
Education with concerns and strategies – to come up with effective ways and
means of sensitizing, academics as a proactive route, linkage with formal education
Activising citizens, communities and civil society groups with analysis, implications
Participative research, empowering and enabling people for information equity
Interactive and decentralized media for a supplementary and supportive role
Significance of symposia and professional meets, independent ones like this
10
SOCIAL DEVELOPMENT : Not a Concern of TV News Bulletins
4.0
1.0
0.4
1.1
0.7
0.3
0.4
2.0
0.50.1
0.20.40.4
1.2
0.7
0.1 0.10.3 0.00.00.0
0.100.00.00.40.3
0.5
0.4
0.4
0.8 0.80.70.70.70.60.70.6
0.3
1.5
0.70.9
0
1
2
3
4
Oct Nov Dec Mar Apr May Mar Apr May Mar Apr May Mar Apr May
Oct 03 - May 07
% o
f S
tori
es
Source : CMS Media Lab
Environment
Development
Health
2003 2004 2005 2006 2007
11
International & Rural Coverage : TV NewsRural Hardly matters?
3
02
01 1 1
5
2 24 5
19
8
1412
5
119
21
13
0
5
10
15
20
25
SaharaSamay
Aaj Tak NDTV India Star News Zee News DD News Over all
August 2007
% o
f S
tori
es
Rural India International Affairs International Origin Source: CMS Media Lab
12
EMERGING SCENE OF CROSS MEDIA INTERESTS: 2005Media House Media already in prominently
Sun TV Newspaper, DTH, Cable, Radio, Magazines, TV
Zee TV Cable TV, Films, Newspaper, TV, DTH
Star TV Radio,, Cable TV, TV, DTH, Newspapers
Eenadu Films, TV, Newspaper, Magazines, Studio
India Today Radio, TV News, Magazines, Music,
Times of India Radio, TV, Net, Newspapers, Music,
Bhaskar Cable TV, TV, Newspaper
A B Patrika TV News, Newspapers, DTH
Dainik Jagran TV, Radio, Newspaper
Dina Thanthi TV, Radio, Cable TV, Newspaper, Magazines
Mid-Day Radio, TV, Newspaper
Source: CMS Media Lab
13
STATES WITH ONE OR TWO DOMINANT NEWSPAPERS (2005)
(Percentage)
State Newspaper Share in the total circulation of dailies in the
state
Share in the total readership of dailies in the
state
A.P. Eenadu 55 92
Punjab Punjab Kesari 37 50
Kerala Malayala Manorama 42 63
Mathrubhumi 31 54
Tamil Nadu Dina Thanthi 18 66
West Bengal A B Patrika 24 45
Gujarat Gujarat Samachar 38 58
Sandesh 30 47
Rajasthan Rajasthan Patrika 34 50
Karnataka Prajavani 26 57
Source: ABC, IRS with CMS analysis
14
Foreign Direct Investment (FDI) Allowed into Media(Dec 2005)
Media Percent of FDI
Technical Journals 100
Films 100
Advertising 100
Market Research 100
Public Relations 100
Printing Plants 100
TV-Non News 100
ISP 100
Telecom 74
TV News 26 +
Cable TV 26 – 49
Newspapers 26 +
Radio-FM 20 +
DTH 20 +
Up linking- non- News 100
Up linking – News 26 +
Additionally investment allowed from abroad includes from NRI’s and Institutional.
Source: Compiled by CMS Media Lab
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