SUMMER TRAINING PROJECT

ON

“ROLE OF JAGRAN GROUP AS AN EVENT MANAGEMENT

COMPANY”

A report submitted to IIMT, Greater Noida as a partial fulfillment of full

time Post graduate diploma in management. (Business Management).

Under the guidance of

Mr. Ajit Srivastav

Submitted to: Submitted by:

Director (academics) Roshan Kumar
Dr. D.K.Garg ENR NO- 15022(BM)
IIMT, Greater Noida Batch: 15th

Ishan Institute of Management and Technology

1A, Knowledge Park-1, Greater Noida, Dt. G.B.Nagar (U.P.)
Website: www.ishanfamily.com
Email: ishan_corporate@yahoo.com

1
 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.

2
 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

Seal/stamp of the guide Name of the guide: Mr. Ajit Srivastav

Address: Jagran Prakashan Ltd.

Panchsheeel guest house, Dhanbad

Jharkhand

3
 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

ENR NO- 15022 (BM)

4
 DECLARATION

The summer project on “ROLE OF JAGRAN GROUP AS AN EVENT

MANAGEMENT COMPANY” under the guidance of MR. AJIT SRIVASTAV
(Brand development manager) .And this is the original work done by me. This is the
property of the institute and the use of this report without prior permission of the institute
will be considered illegal and actionable.

Date: 05/07/10 NAME OF STUDENT

Place:Gr.NOIDA ROSHAN KUMAR

ENR No. 15022(BM)

Batch-15th

5
 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

6
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.

7
 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.

MY EXPERIENCE WITH JAGRAN PRAKASHAN LTD

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

8
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.

MY LEARNINGS FROM THE PROJECT

It was great opportunity for me to do my internship from Jagran prakashan. Ltd.

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.

3) I could understand the working culture of corporate.

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.

9
 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.

BUILDING THE MANAGERIAL CADRE

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.

10
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?

1) To understand the consumer behavior.

2) To understand how advertisement takes place.

3) To make sustainable strategy to ensure companies sales growth.

4) To understand customer taste and preference about the news paper(contents)

5) How to become media partner of any event.

6) About the pricing strategy of the advertisement.

11
 TABLE OF CONTENTS
Topics Page No.

Preface 2.

Certificate 3.

Acknowledgement 4.

Declaration 5.

Literature review 6-7

Executive summary 8-11

Table of content 12-13

CHAPTER PARTICULAR PAGE NO

1. Introduction

 An overview of jagran group.

2. Research methodology & objective

3. Role of jagran group as an event management

company in Social Awareness.

 Publicity
 Branding
 Entertainment
 Advertising

4. Responsibilities of jagran group.

 Social campaigning
 Encouraging awareness.
 Authentic Information

5. Ethics of jagran group as an event management

company in Social Awareness.

12
 6. Contribution of jagran group in Growth of
Society.

 Contribution in Rural level.

 Contribution in Urban level.

7. Impact of jagran group’s event in Socio-cultural

Fabric.

 Socio-psychological Impact

8. CSR of jagran group and Their Execution

9. List of major event undertaken in two years by
jagran group and public opinion.

10. Finding, Suggestion and limitation

 Conclusion
 Bibliography
 Annexure

Chapter1

INTRODUCTION

Event management is growing at a rate of three times that of traditional advertising.

Though relatively small compared to the major components of the marketing
communications mix-advertising, sales promotions and P-O-P communications-
expenditures on event sponsorship are increasing. Corporate sponsorships in India in
2007 were estimated at $5.9 billion-with 65% of this total going to sports events and most
of the remainder spent on sponsoring entertainment tours or festival and fairs. Thousands
of companies invest in some form of event sponsorship. Defined, event marketing is a

13
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.

Event marketing is growing rapidly because it provides companies alternatives to the

cluttered mass media, an ability to segment on a local or regional basis, and opportunities
for reaching narrow lifestyle groups whose consumption behavior can be linked with the
local event. MasterCard invested an estimated $25 million in sponsoring the nine-city
World Cup soccer championship in the United States in 1994 and will likely sponsor
other big events in many countries as well.

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.

What is the Media Kit?

14
  Press release including the 5 Ws

 Press ready photos or video footage

 Event program

 Sponsor information

 Interview possibilities, times and contact details of any ‘stars’

 Press gifts such as complimentary tickets, invitations or smart hooks

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
15
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.

PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA

16
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.

5. Proliferation of various media channels, therefore the requirement for intelligent

media buying.

RELATION BETWEEN EVENT MARKETING AND THE 5PS

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

17
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.

Fig 1.1: Marketing Mix vs. Event Marketing

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.

EVOLUTION OF EVENT MANAGEMENT.

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.

18
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

An event is a live multimedia package with a preconceived concept, customized or

modified to achieve the clients objective of reaching out and suitably influencing the
sharply defined, specially gathered target audience by providing a complete sensual
experience and an avenue for two-way interaction.

19
 EVENTS

REACH LIVE INTERACTION

Right
WITH Live CREATES Desired
Communication

from the Audience Impact

client

This is a diagrammatic representation of the above definition. From the model it is

evident that an event is a package so organized has to provide, reach and live interaction
between the target audience and the client to achieve the desired impact.

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.

20
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.

PUBLICITY AND PROMOTION

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.

Match The Event To Your Market

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.

21
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

Creating awareness about the launch of new products/brand

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.

Presentation of brand description to highlight the added features of

product/services.

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

22
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.

Helping in communicating the repositioning of brands/products.

Events help in repositioning exercises to be carried out successfully. In other words,

events can be designed to assist in changingg beliefs about firms/products/services.

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.

Creating and maintaining brand identity.

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

23
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.

24
 Fig 1.3: Constructing the Brand Value Chain

3. Focusing the Target Market

Helping in avoidance of clutter.

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.

Enabling interactive mode of communication.

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.

25
4. Implementation of Marketing Plan

Enabling authentic test marketing.

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.

Enabling focused sales and communication to a captive audience.

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.

Increasing customer traffic in stores.

Events can be conceptualized to increase customer traffic. They can be customized to

make available, concepts ranging from retail store specific events to mega events like one
day international cricket tournament. For example, Nescafe 3-in-1 treasure hunt, co-
sponsored by McDonald’s is a combined effect in increasing the customer traffic as well
as increasing the awareness among the upper class of the existence of new McD’s outlets.

Enabling sales promotion.

Weekly events conducted by Crossword Bookstore helps in generating more revenue

during the weekends as compared to the revenue generated in the weekdays.

26
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.

Motivating the sales team.

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.

Generate immediate sales.

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.

27
Generating instant publicity.

An event can be designed to generate instant publicity upon the implementation of

marketing strategy. The e-commerce start up Half.com, which wanted to sell products
such as CDs, Books, Movies and Games over the internet was up against major and
strong competition. The result of this publicity stunt started the ball rolling towards
getting this company purchased by eBay for more than $300 million.

Enabling market database assimilation, maintenance and updating.

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.

SPONSORSHIP vs. EVENT.

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.

28
This model shows one way to look at where traditional sponsoring fits in compared to
Event Marketing.

Fig 1.4: Traditional Marketing vs. 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:

29
 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.

1.8 SIZE OF EVENTS

In terms of size events maybe categorized as follows:

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.

Example: Delhi Half Marathon.

30
3. Major Events

These events attract significant local interest and large no of participants as well as
generating significant tourism revenue.

Example: Chinese New Year Celebrations.

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.

Example: Annual Trade Fair organized in Delhi, Chandipur Beach Festival

1.9 TYPES OF EVENTS

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.

2. Entertainment Arts and Culture

Entertainment events are well known for their ability to attract large audience. This
includes musical concerts, celebrity performances, movie releases and mahurats etc

3. Commercial Marketing and Promotional Event

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

31
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.

4. Meetings & Exhibitions

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.

32
KEY ELEMENTS OF EVENTS

Organizer Event

Infrastructure

Target
Venue
EVENT Audience

Media Client

Fig 1.6: Key Elements of Event Marketing

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.

Core Talent: Physical looks and proportions.

Core Structure: Annual event of beauty pageant.

33
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

The two types of venue are as follows:

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…

Importance of Event Venue

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.

34
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 operates in the event management segment through its arm,

Jagran solutions.

Event Management – 43% Revenue CAGR

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.

MAJOR EVENTS BY JAGRAN GROUP.

India’s First-ever -- Brand Activation Summit 2010

all other ingredients of media, mediums, creative, communication, innovation fall in

place.
Unique consumer-connect strategies and Focused ROI to be the key highlights

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

35
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.

Dancing Windows Icons & A Mime!

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

37
76% involvement while cars enjoy 43% of kids’ involvement. Parents believe that their
children do research and express opinions about product categories.

Since all marketers more or less agree

that Kids are an important fragment of their target audience if not their audience in
totality, schools provide the most relevant concentration of this audience in an almost
perfect synergy of possibilities. It delivers a captive youth audience and implies the
endorsement of teachers and the educational system. Marketers and activation agencies
have been quick to realize the power of the school environment for promoting their brand
and products. What’s more the school contact program is no longer the novelty it was a
decade ago. However there is a downside to having an intelligent and informed audience,
the “gatekeepers segment” with parents and teachers which cannot be alienated in the
communication process. This has resulted in a clear cut variable in measurability of a
program in direct proportion its infotainment quotient.

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

38
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

results of the activation measured by TNS India where in

B category towns the reach in target group (daughters) increased by 833%, and the
percentage of people that associated the brand with the communication increased by
950%.
Come July brands will flock to the schools in a clutter of forms and color pencils, so
which brands will seed and which will get washed in the flood of drawing paper? What
will contribute maximum to the success of activation? The key will be the concept which
should answer the critical questions coupled with an in-depth understanding of the target
audience psychographic. It offers the best bet to pull off a market driver integrating the
infotainment basics and building a communication strategy around a relevant subject,
which ensures that marketing objectives can be well met through such activations.

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…

39
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.

40
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 .

A different currency this Diwali….Blogging!

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.

41
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,

42
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.

The above awards are presented in 16 categories including Best Integrated

Communications Campaign, Best Digital Communications Campaign, Best Event
Marketing Campaign and Best Small Budget Campaign.

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.

The Marketing Agencies Association (MAA) Worldwide is a non-profit organization of

top professionals of marketing agencies, for over 41 years, it has been the voice and
authority of the Promotion Marketing Industry, spanning all continents of the Globe. The

43
Marketing Agencies Association Worldwide (MAA) is the only organization dedicated to
CEOs, Presidents, Managing Directors and Principals of marketing services Companies.

Brand Activation Summit 2010 by Jagran Solutions and afaqs

New Delhi, Delhi, India, Friday, March 19, 2010 -- (Business Wire India)

-- Unique consumer-connect strategies and RoI the key highlights

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.”

44
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.

About Jagran Solutions

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!

afaqs! is the online leader in marketing communications established in September 1999.

The objective is to make easier the lives of professionals in advertising, media and
marketing by fulfilling their information needs. It is the only site in its segment to get an
audit certification (from ABCE, UK) and is also the leader in revenue. afaqs! has
organized many annual events such as The Future of News, 101 Markets, Mobile
Conversations and the Agency & Media Cricket League. The company aims to be
India’s

45
 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”.

46
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.

ARE YOU THE ULTIMATE JACKIE CHAN FAN?”

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”.

“ARE YOU THE ULTIMATE JACKIE CHAN FAN?”

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 .

48
49
50
51
52
AN OVERVIEW OF JAGRAN GROUP

Report Date 23rd December 2009

Company Name Jagran Prakashan Limited (JPL)

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.

FBOARD OF DIRECTORS OF JAGRAN GROUP.

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.

55
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

57
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.

58
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

Corporate Social Responsibility: As a responsible corporate citizen, JPL supports a

specifically dedicated organization, Pehel to discharge its social responsibilities and
provide social services such as organizing workshops / seminars to voice different social
issues, health camps / road shows for creating awareness on the social concerns and
helping unprivileged masses. Pehel is working with various national and international
organizations such as World Bank on various projects to effectively discharge the
responsibilities entrusted by the Company. The Company has also been assisting trusts
and societies dedicated to the cause of promoting education, culture, health care etc.

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

RESEARCH METHODOLOGY & OBJECTIVE

METHODOLOGY

The methodology followed for the research:

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.

Exploratory research often relies on secondary research such as reviewing available

literature and/or data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal approaches through
in-depth interviews, focus groups, projective methods, case studies or pilot studies. The
Internet allows for research methods that are more interactive in nature. For example,

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".

Exploratory research is not typically generalizable to the population at large.

SOURCE OF DATA

 Primary data

 Secondary data

 Data given by the company

OBJECTIVE

 Study of all events done by jagran group

 Study of managing of all event done by jagran group as an event management

company.

 Study of others responsibilities of jagran group besides event Management

Company.

62
EVENT DESIGNING

1. Conceptualization of the creative idea/ambience

2. Costing involves calculation of the cost of production and safety margins

3. Canvassing for sponsors, customers and networking components

4. Customization of the event according to brand personality, budgets, etc

5. Carrying-out involves execution of the event according to the final concept

Initial
Canvassing
Concept

Conceptuali-
zation
Customization

Costing

Final Concept

Carry-Out

EVENT

Fig 1.7: Event Designing Concept

63
Example:

 Event Jharkhand ka no -1

 Event Category : Business event

 Event Organizers Brand development team

 Core Concept of event

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

Title of the Event : Jharkhand ka no -1

Place : Ranchi

Venue : Morabadi maidan

Year : 2009

Duration : 30 Days

Target Audience : City dwelling families

No. of Audience : 3000

Ambience : Rural Mela

Costing : Rs. 20 lakhs

Event Type : Partially sponsor and partially ticketed

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 ..

Final Concept and Carrying Out

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.

 Red FM – simran ki khoj

 Dps Bhagalpur launch

 ING vysa mera career mera plan

 Nestle funshake and kids

 Ipl with the royal challenger

 Jpl annual awards

 Madhya Pradesh government –mobile health van project.

 Pehel conference

 Bihar states aids control society

 Aashirwad atta rangoli competition.

Study of managing of all events done by jagran group as an event

management company.

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.

Under one umbrella

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.

E18 is targeting revenue of anything between Rs 40 and Rs 50 crore in 2009. "A

fledgling TV channel would struggle to have a topline of Rs 15-20 crore a year and we at
E18 are doing roughly the same amount within one year. It's a business which goes hand-
in-glove with the existing media business," says Wadia.

Find the suitable platform

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

ROLE OF JAGRAN GROUP AS AN EVENT MANAGEMENT

COMPANY IN SOCIAL AWARENESS

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.

The media in itself is a very important instrument of change provided it behaves in a

responsible and objective manner. This forceful medium should be used in a judicious
and impartial manner. It may sound a bit Utopian as our present day society is governed
more by monetary considerations. By saying so, I am not denying the importance of
money in all spheres of life, but at the same time the money should not become the only
consideration, particularly when the society as a whole is in the focus. I remember the
words of a celebrated English critic, “Attached yet detached.” Perhaps it is the best way
of living and working in a given society.

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.

Media role is to bring about Constructive Awareness . Awareness in terms

of:-

 Internal and External threats to the nation.

 Appeal and request to contribute for a social cause .
 Educate about Rights and duties of the citizen .
 Most importantl y project the policies and the reforms of the
government in the righteous compo rtment. At times, media has

76
 eulogized policies, laws and reforms of the government for no
appropriate reasons .

Whatever we see in media today, is a reflection of the society . The news

channels in particular have replicated in many ways of television
journalism from US . For instance rescue of a kid from a pitfall is more
dramatic than ever; the news surpassing the important ones . Apologies
for the comparison with all due respect for the kid and his parents, but we
need to grow above all this . As a spectator I have observed numerous
instances wherein such incidents have grabbed all the attention ignoring
the major news. A kid called ‘Prince’ fell in a pit and media have shown
the entire day live coverage about the rescue being done by the arm y . Not
alone this we could see the debates and suggestions goes on from group of
ps ychiatrists, consultants, doctors etc about the mental state of the child
and his/her folks. It’s good to see seniors in their fields anal yzing the
situation, and giving their exper t comments!!! On the same day there were
two blasts took place in Assam with a dozens of people being injured . I
just couldn’t believe that it couldn’t take the so called ‘Breaking News’
section of the television media for most of the channels . I felt ashamed of
the journalism system . They just fail to prioritize the gravitational issues .
I am sure all and sundry watched the gates of the mansion wherein
Abhishek and Aishwayra got married for the whole day . People were
running in excitement around, wait ing outside to catch a glimpse of the
married couple. One full day right from the stroke of dawn, news
channels were engaged in covering the wedding as if Prime Minister of
India was getting married to a neighbor National’s daughter thus
registering an ornamental growth in foreign relations . All the participants
of the laughter challenge have been signed with various channels for
trivia programs. Just imagine, an hour each day the News Channels plays
a role of Comedy channels . That’s not all, in some ca ses one can find
dedicated broadcast for high societ y parties and it’s review on the Menu

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

Access to information is essential to the health of democracy for at least

two reasons. First, it ensures that citizens make responsible, informed

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.

Supporting media as an institution requires an understanding of what

constitutes the sector . Clearl y, the media sector consists of something
beyond the specific outlets that deliver news and information. But is it so
amorphous that it encompasses everything from the universiti es that train
future journalists to the courts that protect their rights? Media
Development Program (MDP) in Russia. Jointl y designed and
implemented by the Russian American Press and Information Center
(RAP IC) and Internews/Moscow, MDP's goal is “to speed the development
of a commerciall y viable media sector in Russia.” The objectives devised
to achieve this goal suggest a particular approach to defining and
supporting the sector: · Help foster advocacy for media with legislative
and regulatory bodies .
 Increase flows of advertising revenues to theregions
(decentralization)
 Increase access to and ownership of production and distribution
 Increase investment and loan opportunities for regional media
 Increase horizontal ties among media professionals

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.

The forecasted CAGR of various segments of the Media and Entertainment

industry in India till 2010 is :

 Radio - 32%
 Music - 1%
 Television - 24%
 Film Industry - 18%
 Print Media - 12%

The forecasted size of the various segments of the Media and

Entertainment industry in India till 2010 is:

 Radio - Rs 1,200 crore

 Music - Rs 740 crore
 Television - Rs 42,700 crore
 Film Industry - Rs 15,300 crore

81
  Print Media - Rs 19,500 crore

Advertising

Advertising is a form of communication that includes the name of the

product or service and how that product or service could potentiall y
benefit the consumer. Advertising often attempts to persuade potential
customers to purchase or to consume a particular brand of product or
service. Modern advertising developed with the rise of mass production
in the late 19th and earl y 20th centuries. [ 1 ]

Commercial advertisers often seek to generate increased consumption of

their products or services through branding, which involves the repetition
of an image or product name in an effort to associate related qualities
with the brand in the minds of consumers . Different t ypes of media can
be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, billboards or direct mail.
Advertising may be placed by an advertising agency on behalf of a
company or other organization.

Organizations that spend money on advertising promoting items ot her than

a consumer product or service include political parties, interest groups,
religious organizations and governmental agencies . Non-profit
organizations may rel y on free modes of persuasion, such as a public
service announcement .

Money spent on advertising has declined in recent years . In 2007,

spending on advertising was estimated at more than $150 billion in the
United States and $385 billion worldwide, and the latter to exceed $450
billion by 2010 .

Advertising is communication used to influence individuals to purchase

products or services or support political candidates or ideas . Advertising

82
can be displayed on billboards, newspapers, T.V., websites, movies and
more

Print advertising describes advertising in a printed medium such as a

newspaper, magazine, or trade journal. This encompasses everything from
media with a very broad readership base, such as a major national
newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics . A form of print
advertising is classified advertising , which allows private individuals or
companies to purchase a small, narrowl y targeted ad for a low fee
advertising a product or service.

We find that many companies are spending a great deal of money on

advertising without a clear direction or targeted audien ce. Often there is
no mechanism of evaluating which methods are working well and which
are not.

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.

Nowadays, media advertising is driven by enhancements to technology

and the need for advertisers to reach their target audiences in the places
where they are looking for information.

It seems that Internet Advertising is the fastest growing format of the

moment, but print media advertising still has a very firm place in most ad
schedules.

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.

This is also true for newspaper advertising, although there is probabl y a

significantl y higher amount of wastage in terms of matching the ad
content to the t ype of reader . Now you can see why suppliers of mobile
phones and car companies advertise in newspapers - most of the target
audience is relevant to the products or services shown in the advert.

The advertising costs associated with magazines and newspapers do var y

considerabl y, but do make sure that you negotiate if you plan to book a
series.

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.

However, with regional newspaper advertising , you have the advantage of

selecting a local audience and this can be the best option if you are
advertising a business on the doorstep of the audience in question . The
rates are also a lot lower than national newspapers, and an advertisement
will cost from just a few pounds to a couple of thousand.

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.

Whichever newspaper you use, always remember it is a format that has a

very short shelf life indeed . Sometimes it is a very good move to combi ne
newspaper or magazine advertising with other formats like Online
advertising or even Radio Advertising. If you have a large budget,
newspaper advertising can work extremel y well with TV advertising
campaigns.

PUBLICITY .

Education

85
 1. DPS Bhagalpur launch.

At Jagran Solutions we strongly believe

that the true strength in execution lies
when it is flawless in a remote and
challenging environment. Thankfully we
have clients who feel the same way. DPS
Bhagalpur launch was an interesting mix
of regional talent and quality execution.
Inaugurated by the chief minister Mr.
Nitish Kumar it is yet another feather in
our cap.

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.

JAGRAN FILM FESTIVAL 2010

Varanasi--24/06/2010
Jagran Film Festival 2010

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

RESPONSIBILITY OF JAGRAN GROUP

Some journalists say that their role and responsibilit y is no different in

covering health information than it is in covering politics, business, or

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.

Recentl y, I led an effort by the Association of Health Care Journalists to

publish a statement of principles . “Journalists have a special
responsibilit y in covering health and medical ne ws,” the statement reads .
“Association members know that readers and viewers may make important
health care decisions based on the information provided in our stories.”

In our current era of entanglement, journalists must investigate and report

the possible conflicts of interest among sources of health information and
those who promote a new idea or therapy . Such conflicts may not be
readil y apparent, so journalists must look for them as a routine part of
story research and interviews . They must investigate and report the
possible links between researchers and private companies, researchers and
public institutions, patient advocacy groups and their sponsors, celebrit y
spokespersons and their sponsors, and nonprofit health and professional
organizations an d their sponsors. To fail to do so may mean that
journalists become unwitting mouthpieces for incomplete, biased, and
imbalanced news and information.

Journalists face unique challenges in covering health news . Some

specialized skills, knowledge, and jud gment are helpful . For example,
some information based on poorl y designed or poorl y powered studies
should not be reported unless the flaws are emphasized.

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 .

I have a special interest in how television journalists cover health and

health policy news . Surveys consistently show that man y Americans get
most of their health news and information from television . One stud y
documented troubling trends of brevit y (an average of 45 seconds per
story), absence of reporter specialization, sensational claims not
supported by data, hyperbole, comm ercialism, disregard for the
uncertaint y of clinical trials, baseless predictions of treatments based on
basic science studies, single -source stories, and a paucit y of coverage of
health policy.

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;

Institutional corruption , as corrupt actions or policies within an

organization that break the law, serve to subjugate humans in
unlawful manners, discriminate against humans based upon race,
ethnicit y, culture, or orientation, or serve to degrade other humans
or groups for that institution's own profit; and

Political corruption , as the dysfunction of a political system or

institution in which government officials, political officials or
employees seek illegitimate personal gain th rough actions such as
bribery, extortion, cronyism, nepotism, patronage, graft, and
embezzlement . Political corruption is a specific form of rent
seeking, where access to politics is organized with limited
transparency, limited competition and directed to wards promoting
narrow interests (rent seeking is not to be confused with propert y
rental).

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.

CURROPTION, MEDIA AND DEVELOPMENT

It is true that corruption is a world wide phenomenon, elements of

corruption are found in almost all countries of the world . However, it
must be said that the incidences of corruption are much more prevalent in
developing countries like N igeria. As noted by Anderson, James H . et al

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.

Instructivel y, it has been noted by scholars that the position of Nigeria as

the sixth largest exporter of oil in the world is a big contradiction to the
unacceptable level of povert y and squalor in the land . Indeed, the major
reason for this sorry level of the nation’s development could be easil y
traced to the high incidence of corruption in the country . Mr. Bayo
Onanuga, Editor -in-Chief of The News and PM News noted recentl y that
in many studies conducted on Nigeria, corruption has been fou nd to be the
greatest problem militating against the nation’s social and economic
progress.

Awoonor-Gordon O. R., editor PEEP Newsletter Online, a Sierra Leone's

news and satirical magazine, is however of the opinion that the media in

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 .

ames D. Wolfensohn, President of the World Bank in a speech to the

World Press Freedom Committee Washington, D.C., (1999) also observed
that "Free Press is not a luxury" According to him, a fr ee Press is at the
absolute core of equitable development because if you cannot enfranchise
poor people, if they do not have a right to expression, if there is no
searchlight on corruption and inequitable practices, you cannot build the
public consensus ne eded to bring about change.

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"

The foregoing assertions have shown to us clearl y that Corruption is an

evil which must be combated as fiercel y as possible with all the resources
available. The press must however be in the fore front in this fight, .
Indeed, Section 22 of the Nigeria’s 1999 constitu tion gave this specific
assignment of serving as the watchdog of the societ y to the media.

TOOLS FOR EFFECTIVE MEDIA WAR AGAINST

CORRUPTION

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.

However, for the media to effectivel y discharge these important duties as

indicated above and wage a successful war against corruption, it must
necessaril y be armed with the tools and ingredients of the profession.

Independence of the media is not onl y desirable but a very important

factor in the fight against corruption . The Political leadership of a nation
desirous of fighting corruption must ensure that legislations are put in
place to ensure free and unfettered press . This also explains why the
national ass embl y must pass the Freedom of Information (FOI) Bill
without delay. A media that is to be in vanguard of enthroning corruption
free societ y must also not be encumbered by Ownership, Political and
economic interests.

Journalists must be well kitted with adequate Investigative Journalism

skills in order to navigate the complex web of highl y sophisticated
corruption crimes . Since corruption perpetrators are more often than not
the highl y positioned individuals, journalists must have the necessary
training to obtain facts and figures to blow whistle on corrupt practices .
The World Bank Institute should be commended in this regard . It is
reported that the Institute apart from helping countries design and
implement anti-corruption programs, has for some year s now through its
Governance and Finance Division (WBIGF) been facilitating investigative

96
journalism workshops in Africa, Central and Eastern Europe and more
recentl y, in Latin America and South Asia.

Journalism obviously requires lots of financial and hum an resources to

function. Media workers must be adequatel y remunerated to get the best
from them and to reduce the possibilities of their being compromised .
Media Practitioners are very vulnerable to attacks from people who will
want to prevent them from reporting certain occurrence when they
perceive such occurrence as capable of affecting their political and
business interests negativel y. Many journalists have been killed or
maimed in the course of their duties; some have been threatened into self
censorship. Those reporting corruptions are especiall y in danger of
various forms of attacks and threats . Adequate protection from law
enforcement agencies must exist to protect the journalists and to create a
conducive atmosphere for freedom of expression t o flourish.

Closel y related is Adequate Legal Framework under which journalists

perform there roles . Existence of draconian laws can also impede the
performance of their duties . One will recall the sad effects of the
obnoxious Decree Number 4 of 1984 und er the regime of Buhari/Idiagbon
military junta. Such laws curtailing freedom of expression will not allow
free flow of information and will greatly impede the media war against
corruption and related offences.

GENERATION AND SUSTENANCE OF PUBLIC SUPPORT

FOR ANTI-CORRUPTION AGENCIES

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.

Partnership with Civil Societ y Groups . The constant exposure of

corruption by the Nigerian printed press has emboldened increasing
number of the Civil Socet y Groups in the country to join and identify with
the anti graft war. The reports in the media about curroption have
provided these groups with the needed tools to demand prosecution of
leaders perceived as corrupt and to demand greater transparency in
government businesses .

Identification of Areas of Possible Corruption

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 .

Susteinance of Anti Corruption Momentum . The adequate and unrelenting

reporting of corruption and activies of anti -corruption aggencies have
been sustaining the fight against graft . In fact many o rdinary Nigerians
believe that, if not for the watchdog role of the press, the anti -graft
momentum may have died down . Another way the press has been
sustaining the war is the unearthing of anti graft cases which would have
been buried. Journalists, espe ciall y columnists usuallll y make frequent

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.

Observed Limitations of the Nigeran Print Media in the War Against

Curroption

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.

Closel y related to low economic strength is the issue of corruption in the

media itself. The media corruption takes the form of accepting ‘gifts’
from individuals, corporate bodies as well as governments and agencies of
governments . Extreme cases are when journalists expect gratifications,
especiall y in form of brown envelopes, for covering assignments and
writing reports. These and related unethical conducts are v ery prevalent
in developing countries of the word, constituting a great impediment to
the exercise of functions assigned constitutionall y to the media .
Business, political, group and personal interests of media owners are
sometimes very important clog in the wheel. In situations where media
ownership is concentrated and not diverse enough, it will be eas y to

99
prevent ‘damaging’ news items injurious to the health of such interests
from seeing the light of the day.

It is unfortunate that the National Assem bl y of Nigeria is still dragging its

feet on the passage of the Freedom of Information (FOI) Bill . Despite the
relative press freedom enjoyed in Nigeria, government activities to a large
extent are still shrouded in secrecy. Many documents that could be useful
in unearthing corrupt practices are easil y classified as official secret .
This area would have been addressed by the FOI bill . Stapenhurst (2000)
observed that"Generall y, governments have little difficult y in providing
information to the public that reflects well on itself . The problem arises,
by contrast, when the information reflects the opposite; here, a "voluntary
disclosure by government" approach often does not work as both
politicians and bureaucrats often try to hide embarrassing informa tion".

A very important limitation to effective fight against corruption which is

often overlooked is the closeness that often develops between the press
and anti-graft agencies. It is observed earlier that there is a symbiotic
relationship between the tw o. Such relationship often leads to closeness
and the problem is that when corruption creeps into such anti -grafts
agencies, of course this is very possible, or other forms of scandal breaks
out, it may be difficult for the media to report such with the s ame
commitment and intensit y required.

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.

The story in Thailand is not so simple . According to the results of

international surveys, the level of press freedom in Thailand is one of the
highest in East Asia. Among the East Asian countries surveyed by
Freedom House, only Japan, Taiwan and South Korea had greater press
freedom than Thailand, and these are all much richer countries .
Unfortunatel y international surveys also show Thailand to have high
levels of corruption . This remains true after taking a ccount of its income
level, and even more importantl y, its level of press freedom.

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.

We know from an important study conducted a few years ago by the

World Bank that the answers to both questions is “yes” . The World Bank
conducted a study of the press, corruption, and social and economic
indicators in 97 countries . The Bank released a report five years ago
which supported the existence of links between a free and independent
press – the product in part of liberalized medi a laws; the exposure and
reduction of corruption – the product of a probing, courageous free and
independent press; and economic vitalit y – the product of corruption -free,
efficient markets.

Where corruption is rife, local businesses suffer, markets are di storted,

and foreign capital is discouraged . Corruption flourishes best where
transparency is conspicuous by its absence, and where the press is unfree
and dependent. As the World Bank’s report argued, a free and
independent press can contribute significantl y to economic vitalit y.

We should help foster such a press through liberalizing repressive media

laws. The former President of the World Bank, James Wolfensohn,
underscored the urgency of these findings . He wrote: “A free press is not
a luxury, it is at the core of equitable development . The media can
expose corruption . They can keep a check on public policy by throwing a
spotlight on government action . They let people voice opinions on
governance and reform and help build public consensus to bring about
change.”

103
The World Bank study of 97 countries makes some convincing arguments:

1. Markets thrive on information of all kinds that is accurate,

comprehensive, on time and objective . Information of that kind is
oxygen to free markets .
2. Compared to free and independent media, state -owned media
fail to provide that kind of information.
3. Deprived of that kind of information, markets are far less
vigorous than they could be, and the econom y generall y remains stagnant
in countries with predominantl y state -owned media.
4. People in countries with heavil y state -owned media are more
likel y to suffer hard times economicall y than countries with
predominantl y free and indepen dent media.

E-government and Corruption

Several case studies of egovernment applications from developing

countries report some impact on reducing corruption v. Many governments
have chosen to go on -line in departments such as customs, income tax,
sales tax, and propert y tax which have a large interface with citizens or
businesses and are perceived to be more corrupt . Procurement b y
government is also seen to be an area where corruption thrives . The very
process of building an on -line delivery system requ ires that rules and
procedures are standardized across regions and made explicit (amenable
for computer coding). This reduces the discretion and opportunit y for
arbitrary action available to the civil servants in dealing with ever y
applicant on a case by case basis . Egovernment can be used as an entry
point for simplification of rules and reengineering processes .

E-government can lead to centralizes data which can be used for

improving audit and anal ysis . Unbiased sampling procedures can be
104
applied for audit purposes. Integration of data across applications can
provide improved intelligence . Egovernment can make decisions
traceable. As the possibilit y of exposure of wrong doing gets enhanced,
the fear of consequent embarrassment can be a deterrent to corrupt
practices.

By providing an alternate to a departmental channel for service delivery,

egovernment introduces competition which improves service levels and
lowers corruption. Web publishing of Government information builds
accountabilit y by providing documentation to citizens to substantiate their
complaints against corrupt practices .

However, benefits from egovernment such as reduction of corruption

opportunities are often incidental and not part of the design objectives .
To extract maximal benefit from such applications, some features that can
lead to greater transparency and accountabilit y need to be consciousl y
built in the design objectives vi.

There is an implicit hierarchy and sequentialit y of objectives on which

egovernment applications must focus to reduce corruption . Increasing
access to information, presenting the information in a manner that leads to
transparency of rules and their application in specific decisions,
increasing accountabilit y by building the abilit y to trac e decisions/actions
to individual civil servants represent the successive stages in the
hierarchy.

Corruption in the culture sector is area that is still rather under -

researched. First, there is no substantive empirical data available to
estimate the actual occurrence of bribery and corruption within the sector .
This is not to conclude that corruption and bribery do not happen within
the sector but at present hard data is scarce. Some of the reasons behind
it are that most of the surveys, be they natio nal or international, do not
include the culture sector in their polling as the focus often remains on

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 .

Bribery and petty corruption

Allocation of grants and research funds: The culture sector provides
rather vast opportunities for funding and grants to undertake various
cultural projects and research . A large part of such funding often comes
from government sources or foreign aid and financial assistance
distributed through quasi -public bodies and authorities . Bribery of
officials can therefore be used by applicants to gain an unfair advantage
and secure such grants and funding .

Professional awards and competitions: Culture is one sector where

ongoing artistic competitions and awards are commonplace . These ma y
range from awards of hi storico-documentary exhibits to competitions in
various forms of performance arts . As in most forms of competition
involving a reward scheme, prizes and awards may be influenced by
bribery, patronage and conflicts of interest . The sports sector is a good
example to draw parallels from -- where bribery and corruption
allegations, including ones at the top international and Ol ympic levels,
have not been uncommon .

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 .

Foreign tours of performance arts and exhibitions: Various performance

artists or groups, such as folk dance groups and others, are often given
opportunities to perform abroad through various cross -cultural initiatives .
This will often be coordinated through bilateral agreements between
public and cultural authorities of two countries or cit y municipalities .
Here too, there is scope for unfair selection of groups or members who
will take part. In extreme cases, this may eve n lead to individuals who
are not qualified at all (and are not artists or performers) being nominated
by the corrupt public official . Although rarel y, but there have been some
cases where those corruptl y selected individuals would use it as an
opportunit y to get a full y paid trip and visa clearances to a country of
their choice for their private purposes or with the intention to extend their
stay there illegitimatel y. At times the managers of the real dance troops,
choirs, etc., would not even be aware t hat the corrupt official had
included that particular individual in the list of the artists . At other
times, they may be colluding with the public official in question .

Grand Corruption

Procurement of goods and services: As any other sector, the

culture sector has certain public procurement needs, be it choosing
contractors to restore artistic and cultural pieces or procuring various
supplies necessary for the day-to-day operation of the cultural
establishments. Here, risks of corruption commonl y associated with
procurement of goods and services are present . For more information, see
U4 Helpdesk Answer "Common points at which corruption occurs in
development progra mmes".

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".

Misappropriation of budgeted funds: The culture sector is

administered through the relevant public bodies, such as Ministries of
Culture, Boards and other relevant national and local authorities . In a
country with high level of corruption in the public sector in ge neral, such
ministries and public authorities are likel y to have similar corruption
opportunities as other sectoral ministries . This could mean
misappropriation and looting by top officials of budgeted funds allocated
to the sector. It can involve corrup tion when distributing the central
resources to the lower level local bodies (those colluding with the central
body's relevant decision -maker may get larger budget allocation in
exchange for kick-backs and other forms of bribery) . Finall y, other
common corruption related risks, such as fraud and financial malpractices
in the day-to-day administration of the public resources may be present.

Unlawful licensing and permissions: Another area of grand

corruption is where public authorities with decision -making power over
granting of licences and various permits may issue authorisations to
private sector companies and individuals to, for example, undertake
commercial or residential propert y development or infrastructure works in
areas which should have been prese rved for their cultural value and
heritage.

Incidences involving grand corruption are more likel y to get press

coverage and are therefore relativel y easier to document than the ones
listed above under the pett y corruption and bribery section . For

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

Media can be an essential pillar in the fight against corruption when it

operates on the principles of independence, impartialit y and
professionalism . Its effectiveness in counter ing corruption may, however,
be undermined by a number of factors .

Corruption within media: The role of the media can be distorted by

corruption within the industry itself . By averting the public's gaze from
where it is most needed, the damage incurred by such practice to the
media's integrit y and independence can be far -reaching. Concentration of

109
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 .

Unethical journalist conduct: Media workers themselves sometimes

engage in corrupt activit y. This is often - though not exclusivel y - the
result of the difficult fina ncial circumstances in which many media
organizations find themselves. In many developing countries, print and
broadcast media often run at a loss, resulting in extremel y low journalist
salaries. This can - and often does - make reporters vulnerable to
attempts to undermine their professional integrit y, particularl y when these
attempts are made by unscrupulous media owners .

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.

Poor journalistic standards: Inadequate newsroom budgets can

result in a less ominous, though equall y significant, obstacle to
fulfillment of the media's anti -corruption function: that of poor
journalistic standards . A lack of financial and human resources has a
twofold effect on the abilit y of the media to produce high -qualit y
material. Firstl y, it minimizes (or, in some cases, entirel y excludes) the
possibilit y of conducting the extended research and investigation required
for professional coverage. Secondl y, it means that journalists frequentl y
do not receive adequate on -the-job training, particularl y in the specialised
skills required for successful investigative journalism . At an even more
basic level, however, poor journalistic and ed itorial practice resulting in

110
factual errors or politicall y slanted coverage can have a profound impact
on perceptions of the media's integrit y .

Political resistance: Political resistance to media independence can

take a variet y of forms and is invariabl y related to attempts to block
public scrutiny of the misdeeds of those in power . It can range from
simple disregard for transparency obligations or discrimination by
authorities against particular journalists and news outlets, to outright
abuse by a gove rnment of its legal and regulatory powers in an attempt to
intimidate or censor the media . In countries where the affairs of
government are shrouded in secrecy, journalists often face considerable
physical risk when they embark on investigations that coul d lead to the
exposure of corruption . Other than discouraging the use of tools
associated with investigative journalism, repeated incidents of violence
against journalists can result in strong self -censorship, with reporters and
editors refraining from criticizing government for fear of retribution .

Repressive legal framework: A related obstacle is that of the

existence of laws and regulations that hinder the media's abilit y to
effectivel y perform its watchdog function . Although Article 19 of the
International Covenant on Civil and Political Rights states th at "everyone
should have the freedom to seek, receive and impart information and ideas
of all kinds, regardless of frontiers through any media of his choice", the
realit y is that many national legal f rameworks continue to place
restrictions on the fundamental rights to know and to publish . The most
common grounds for such restrictions relate to the privacy rights of
individual citizens or private companies and to matters of national
securit y. In the wake of the events of September 11th 2001, new
regulations in a number of countries have sought to further limit access to
information in the apparent interest of enhancing the authorities' abilit y to
counter terrorism . Though some limited restrictions on such grounds may

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.

Concentration of media ownership: A lack of diversit y of media

ownership threatens to stifle the freedom of expression essential to
informed public debate. The classic situation in which media owners
interfere with their journalists' activities is when the government itself
owns all or m ost of a country's television, radio and press . Indeed,
evidence collected from 97 countries suggests that state -owned media
tend, in general, to be less effective than private media in monitoring
government activities (Source: World Bank Group, World Dev elopment
Report 2002).

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.

In other parts of the world, there is concern that large media

conglomerates are undermining coverage of corruption stories deemed
damaging to their corporate interests . These concerns revolve around
both the might and apparent weakness of such corporations which, though
capable of quashing news reports across a variet y of national, even
international media, may do so because their pursuit of profit leaves them
vulnerable to external pressure in a highl y competitive global market .

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:

 TI Kenya, together with the Community Healt h and Awareness

Programs (CHAPS), have used puppetry to raise awareness about
the theft of funds intended for development purposes . Other issues
addressed by the puppeteers were pett y bribery, land grabbing, and
environmental degradation .

 Under the guidance of the Finnish cartoonist Leif Packalén, TI-

Morocco and the Moroccan Art Appreciation group have held a
workshop with aspiring local comic artists , focusing their attention
on corruption in public administration, hospitals and elections .

 TI Bangladesh has formed an 18 member theatre group that is open

to all members of societ y. The general aim is to facilitate the
visualization of the negative impact of corruption, and to raise
awareness about corruption among the general public . The main
focus areas were corruption in the police, health service, education
system, judiciary, and forest and land administration.

 In conjunction wi th the 10th International Anti -Corruption

Conference in October 2001, TI Czech Republic organised an
international art exhibition on the theme of corruption entitled 'Art
Against Corruption' . The programme included a visual art
exhibition, a photography exhibition, as well as a literature
competition .

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.

ii) The role of the news media in countering corruption

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) .

Frequentl y, news reports can prompt official investigations or proceedings

into allegations of public or private sector corruption, thus providing an

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 .

In addition to its direct role in countering corruption, the very existence

of an independent med ia can have an indirect impact on the instance of
corruption in a particular societ y. A tradition of hard -hitting
investigative journalism may, for instance, place an indirect check on
corruption that might otherwise take place in the absence of informed
public debate. In the United States, it is often argued that coverage of the
Watergate scandal solidified the role of investigative reporting in
uncovering political misdeeds (Source: American Journalism Review,
Watergate Revisited, Aug. -Sept. 2004). Similarl y, when the media
fosters debate in a way that encourages members of the public to become
politicall y active, it serves as an indirect counterweight to the lack of
mass participation in politics often associated with high levels of
corruption.

One of the media's most significant indirect contributions to the fight

against corruption is to be found in its symbiotic relationship with civil
societ y. Civil society is the realm in which citizens associate according
to their own interests, striving neith er for political nor economic power .
The legitimacy of civil societ y lies in its pursuit of the common good and,
as such, it is uniquely placed to address corruption and maladministration .
Its effectiveness in doing so, however, depends not only upon the
existence of reliable information upon which to base its actions, but also

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.

Likewise, the existence of an active civil societ y is integral to the

maintenance of those conditions in which an independent media can
thrive. Without th e constant vigilance and activism of civil societ y
groups working towards social, political and economic justice, special
interests may seek to encroach upon the media's abilit y to report openl y
and freel y. Operating hand -in-hand, the media and civil soci et y can
therefore mutuall y reinforce their respective roles in countering
corruption.

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

Journalism ethics and standards comprise principles of ethics and of good

practice as applicable to the specific challenges faced by professional
journalists . Historicall y and currentl y, this subset of media ethics is
widel y known to journalists as their professional " code of ethics" or the
"canons of journalism". [ 1 ] The basic codes and canons commonl y appear
in statements drafted by professional journalism associations and
individual print, broadcast, and online news organizations.

“ Every news organization has onl y its credibilit y and reputation to

rel y on.

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 .

Some journalistic Codes of Ethics, notabl y the European ones, [ 9 ] also

include a concern with discriminatory references in news based on race,
religion, sexual orientation , and physical or mental
disabilities . [ 1 0 ] [ 1 1 ] [ 1 2 ] [ 1 3 ] The European Council approved in 1993
Resolution 1003 on the Ethics of Journalism which recommends
journalists to respect yet t he presumption of innocence , in particular in
cases that are still sub judice .

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:

...public enlightenment is the forerunner of justice and the

foundation of democracy. The dut y of the journalist is to further
those ends by seeking truth and providing a fair and comprehensive
account of events and issues . Conscientious journalists from all
media and specialties strive to serve the public with th oroughness
and honest y. Professional integrit y is the cornerstone of a
journalist's credibility.

The Radio-Television News Directors Association, an organization

exclusivel y centered on electronic journalism, maintains a code of ethics
centering on —public trust, truthfulness, fairness, integrit y, independence
and accountabilit y. [ 1 5 ] RTDNA publishes a pocket guide to these
standards.

ACCURACY AND STANDARDS FOR FACTUAL

REPORTING

 Reporters are expected to be as accurate as possible given the time

allotted to story preparation and the space available, and to seek
reliable sources.
 Events with a single eyewitness are reported with attribution .
Events with two or more independent eyewitnesses may be reported
as fact. Controversial facts are reported with of the publisher is
desirable
 Corrections are published when errors are discovered
 Defendants at trial are treated onl y as having "allegedl y" committed
crimes, until conviction, when their crimes are generall y reported as

118
 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 .

SLANDER AND LIBEL CONSIDERATIONS

 Reporting the truth is almost never libel, which makes accuracy

very important .
 Private persons have privacy rights that must be balanced against
the public interest in reporting information about them . Public
figures have fewer privacy rights in U.S . law, where reporters are
immune from a civil case if they have reported without malice . In
Canada, there is no such immunit y; reports on public figures must
be backed by facts .
 Publishers vigorously defend libel lawsuits filed against their
reporters, usuall y covered by libel insurance .

Harm limitation principle

During the normal course of an assignment a reporter might go about —

gathering facts and details, conducting interviews, doing research,
background checks, taking photos, video taping, recording sound -- harm
limitation deals with the questions of whether everything learned should
be reported and, if so, how . This principle of limitation means that some
weight needs to be given to the negative consequences of full disclosure,
creating a practical and ethical dilemma. The Societ y of Professional
Journalists' code of ethics offers the following advice, which is
representative of the practical ideals of most professional journ alists.
Quoting directl y: [ 1 7 ]

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

In addition to codes of ethics, many news organizations maintain an in -

house Ombudsman whose role is, in part, to keep news organizations
honest and accountable to the public . The ombudsman is intended to
mediate in conflicts stemming from internal and or external pressures, to
maintain accountabilit y to the public for ne ws reported, and to foster self -
criticism and to encourage adherence to both codified and uncodified
ethics and standards . This position may be the same or similar to the
public editor, though public editors also act as a liaison with readers and
do not generall y become members of the Organisation of News
Ombudsmen.

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.

ETHICS AND STANDARDS IN PR ACTICE

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.

Standards and reputation

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.

Genres and ethics

Advocacy journalists — a term of some debate even within the field of

journalism — by definition tend to reject " objectivit y", while at the same
time maintaining many other common standards and ethics.

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 .

Some publications deliberatel y engage in satire, but give the publication

the design elements of a newspaper, for example, The Onion, and it is not
unheard of for other publications to offer the occasional, humorous
articles appearing on April Fool's Day.

122
Violations, and controversies

There are a number of finer points of journalistic procedure that foster

disagreements in principle and variation in practice among "mainstream"
journalists in the free press . Laws concerning libel and slander vary from
country to country, and local journalistic standards may be tailored to fit .
For example, the United Kingdom has a broader definition of libel than
does the United States.

Accuracy is important as a core value and to maintain credibilit y, but

especiall y in broadcast media, audience share often gravitates toward
outlets that are reporting new information first . Different organizations
may balance speed and accuracy in different ways . The New York Times,
for instance, tends to print longer, more detailed, less speculative, and
more thoroughl y verified pieces a day or two later than many other
newspapers. 24-hour television news networks tend to place much more
emphasis on getting the "scoop." Here, viewers may switch channels at a
moment's notice; with fierce competition for rating s and a large amount of
airtime to fill, fresh material is very valuable . Because of the fast turn -
around, reporters for these networks may be under considerable time
pressure, which reduces their abilit y to verify information.

Laws with regard to persona l privacy, official secrets, and medi a

disclosure of names and facts from criminal cases and civil lawsuits differ
widel y, and journalistic standards may vary accordingl y . Different
organizations may have different answers to questions about when it is
journalisticall y acceptable to skirt, circumvent , or even break these
regulations. Another example of differences surrounding harm reduction
is the reporting of preliminary election results . In the United States,
some news organizations feel that it is harmful to the democratic process
to report exit poll results or preliminary returns while voting is still open .
Such reports may influence people who vote later in the day, or who are

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.

Taste, decency and acceptability

Audiences have different reactions to depictions of violence, nudit y,

coarse language, or to people in any other situation that is unacceptable to
or stigmatized by the local culture or laws (such as the consumption of
alcohol, homosexualit y, illegal drug use, scatological images, etc.). Even
with similar audiences, different organizations and even individual
reporters have different standards and practices . These decisions often
revolve around what facts are necessary for the audience to know.

When certain distasteful or shocking material is considered important to

the story, there are a variet y of common methods for mitigating negative
audience reaction. Advance warning of explicit or dis turbing material
may allow listeners or readers to avoid content they would rather not be
exposed to. Offensive words may be partiall y obscured or bleeped .
Potentiall y offensive images may be blurred or narrowl y cropped .
Descriptions may be substituted for pictures; graphic detail might be
omitted. Disturbing content might be moved from a cover to an inside
page, or from daytime to late evening, when children are less likel y to be
watching.

There is often considerable controversy over these techniques, especiall y

concern that obscuring or not reporting certain facts or details is self-
censorship that compromises objectivit y and fidelit y to the truth, and
which does not serv e the public interest .

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.

Reporters have also been accused of indecency in the process of

collecting news, namel y that they are overl y intrusive in the name of
journalistic insensitivit y. War correspondent Edward Behr recounts the
story of a reporter during the Congo Crisis who walked into a crowd o f
Belgian evacuees and shouted, "Anyone here been raped and speaks
English?"

Campaigning in the media

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

Investigative journalism is largel y an information -gathering exercise,

looking for facts that are not easy to obtain by simple requests and
searches, or are activel y being concealed, suppressed or distorted . Where
investigative work involves undercover journalism or use of
whistleblowers , and even more if it resorts to covert method s more t ypical
of private detectives or even spying, it brings a large extra burden on
ethical standards.

Anonymous sources are double -edged - they often provide especial l y

newsworthy information, such as classified or confidential information
about current events, information about a previousl y unreported scandal,
or the perspective of a particular group that may fear retribution for
expressing certain opinions in the pre ss. The downside is that the
condition of anonymit y may make it difficult or impossible for the
reporter to verify the source's statements . Sometimes sources hide their
identities from the public because their statements would otherwise
quickl y be discredited . Thus, statements attributed to anonym ous sources
may carry more weight with the public than they might if they were
attributed. (See also: news source.)

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.

Examples of ethical dilemmas

One of the primary functions of journalism ethics is to aid journalists in

dealing with many ethical dilemmas they may encounter . From highl y
sensitive issues of national securit y to everyday questions such as
accepting a dinner from a source, putting a bu mper sticker on one's car,
publishing a personal opinion blog, a journalist must make decisions
taking into account things such as the public's right to know, potential
threats, reprisals and inti midations of all kinds, personal integrit y,
conflicts between editors, reporters and publishers or management, and
many other such conundra . The following are illustrations of some of
those.

 The Pentagon Papers dealt with extremel y difficult ethical

dilemmas faced by journalists . Despite government intervention,
The Washington Post , joined by The New York Times , felt the
public interest was more compelling and both published reports .
(The cases went to the Supreme Court where they were merged an d
are known as New York Times Co . v. United States, 403 U.S.
713. [ 1 9 ]
 The Washington Post also once published a story about a listening
device that the United States had installed over an undersea Soviet
cable during the height of the cold war. The device allowed the

127
 United States to learn where Soviet submarines were positioned . In
that case, Post Executive

Authentic Information

In 2007 UNESCO’s General Conference at its 34 t h session invited the

Director-General to explore new initiatives to further support media and
information literacy with the overall objective to allow users to make
informed judgments on information sources and broaden civic
participation in the media . In particular, UNESCO sought to provide
media and information users and consumers with tools leading to a greater
understanding of the role of media and information channels in the
democratic process, as well as background knowledge of structures,
sources, values and the reliabilit y of 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.

The International Expert Group meeting opened with introductory remarks

from Mr. Wijayananda Jayaweera, Director of UNESCO’s
Communication Development Division, and Ms . Miriam Nisbet, Director
of UNESCO’s Information Societ y Division . The co-ordinating man ager

128
of the project, Chief of Section, Communication Development Division,
Mr. Vladimir Gai, chaired the session.

After extending a welcome from Mr . Abdul Waheed Khan, the Assistant

Director-General for Communication and Information, Mr. Jayaweera
outlined the role of the Expert Group in providing UNESCO with specific
advice. He noted that participating experts were invited in their own
professional capacity, not as representatives of organizations, and that
many requests had been received from individ uals seeking to be part of
the process.

Mr. Jayaweera noted UNESCO’s 26 year history in media and literacy

advocacy, dating from the International Symposium on Media Education
held in Grünwald, Germany. The Grünwald Declaration recognized that
“Media education will be most effective when parents, teachers, media
personnel and decision -makers all acknowledge that they have a role to
play in developing greater critical awareness among listeners, viewers and
readers”.

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.

As previousl y stated, the concepts underl ying ‘media literacy’ and

‘information literacy’ are inextricabl y intertwined . Indeed, it may be
that this initiative is the first through which the synergies existing
between them are systematicall y considered . Thus it is not surprising
that the content of the presentations and the discussions that followed
became similarl y i ntertwined as issues were identif ied and concepts

129
evolved. Further, participants took advantage of the opportunit y offered
to establish three break -out groups to focus on:

 frameworks, modules and methodologies,

 competencies, and
 different profiles for trialling the curriculum enrichment materials.
Building knowledge societies

While educational content has been presented through multimedia for

some years, several factors are precipitating a need for critical and
coherent study of media and information literacy as part of the sch ool
curriculum. Those factors include:

 the proliferation of global telecommunications and media

organizations
 a consequent exponential increase in media texts and messages
(of varying authorit y, purpose, currency and accuracy)
 the controls (overt and/or subtle) exerted on access to, and
availabilit y of, those texts and messages to citizens
 the impact of media and information on societ y as a whole and
on youth in particular
It is critical to recognize that library and mass media traditions are
converging as their digital context increasingl y overlap . This fact has
major implications for the delivery and content of initial teacher training
and for continuing professional development.

The technological developments underlying increased availabilit y of

information have simultaneousl y resulted in an increase in opportunities
for interaction within communities and beyond cultural boundaries via the
media. For example, where media tools were once location bound, they
are now made portable by high levels of c onnectivit y and decreases in

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

 comprises the competencies to recognize information needs and

to locate, evaluate, appl y and create information within cultural
and social contexts;
 is crucial to the co mpetitive advantage of individuals,
enterprises (especially small and medium enterprises), regions
and nations;
 provides the key to effective access, use and creation of content
to support economic development, education, health and human
services, and all other aspects of contemporary societies, and
thereby provides the vital foundation for fulfilling the goals of
the Millennium Declaration and the World Summit on the
Information Societ y; and

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.

“Media Literacy is a 21st century approach to education . It

provides a framework to access, analyze, evaluate and create
messages in a variet y of forms — from print to video to the
Internet. Media literacy builds an understanding of the role of
media in societ y as well as essential skills of inquiry and self -
expression necessary for citizens of a democracy.”

Media literacy focuses more tightl y than information literacy on the

process of explo ring, anal ysing and understanding the nature of mass
media thus increasing knowledge of:

 the techniques used in them,

 how they construct realities,
 how they are organized, and

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)

One perspective on the key concepts of media literacy is presented in

Annex IV.

The above definitions of MIL are relativel y broad but e ducational

decision-makers at all levels tend to want precise definitions on the
purpose of a curriculum component . They may also question the
expectations of authorities concerning the outcomes of MIL education .
However, narrow definitions and stateme nts of expected outcomes are
vulnerable to the rapidit y with which technology changes and individuals
and communities appropriate it to their own purposes . What can be
learned about MIL and the way it can transform education demands
acceptance of open -ended definitions.

Further, an agreed conception of media and their purposes is fundamental

to definitions of media and information literacy . While not discussed in
depth during the meeting, participants had available a variet y of
documents that provide a starting point for and justification of the
development of an MIL curriculum for trainee teachers . What follows is
a s ynthesis of various r eports 1 on the media and democratic development .

“Media outlets are crucial to the exercise of freedom of expression

because they provide the public platform through which the right is
effectivel y exercised . The idea of media as a platform for

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:

 a channel of information and education through which citizens

can communicate with each other
 a disseminator of stories, ideas and information
 a corrective to the “natural asymmetry of information” (Islam
2002:1) between governors and governed and between competing
private agents
 a facilitator of informed debate between diverse soc ial actors,
encouraging the resolution of disputes by democratic means
 a means by which a societ y learns about itself and builds a sense
of communit y, and which shapes the understanding of values,
customs and tradition
The key question for those concerned with issues of free
expression, good governance and human development, then, is how
to nurture a media framework and practice which contributes to
these overarching goals . This is a particularl y acute concern in new
or restored democracies, whose media sy stems have been warped or
shattered by oppression, corruption or the effects of war and under -
development.”

UNESCO participants in the meeting underlined the need for teachers to

have a clear understanding of free, independent and pluralistic media as a
discerning tool to ensure freedom of expression within the broader context
of democratic discourse . Further, teachers also need to understand the
normative role of the media in providing verified information and a
platform for informed discussion . However, considerations that take MIL
beyond mere critique of media content were not addressed in depth during
the meeting of Experts but need to be explored in the on -going
development of the initiative.

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.

Purposes of a Media and Information

135
The Expert Group deemed the purposes of a media and information
literacy syllabus to be:

• promotion of understanding of the functions of the media, its

potential and limitations,
• promoting critical autonom y in the use of media,
• strengthening the capacities, rights and responsibilities of
individuals vis à vi s the media, and

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

The ethics of journalism is one of the most well -defined branches of

media ethics, primaril y because it is frequentl y taught in schools of
journalism. Journalistic ethics tends to dominate media ethics, sometimes
almost to the exclusion of other areas . Topics covered by journalism
ethics include:

 News manipulation. News can manipulate and be manipulated .

Governments and corporations may attempt to manipulate news
media; governments, for example, by censorship, and corporations
by share ownership. The methods of manipulation are subtle and
many. Manipulation may be voluntary or involuntary . Those being
manipulated may not be aware of this . See: news propaganda .

 Truth. Truth may conflict with many other values .

o Public interest. Revelation of military secrets and other
sensitive government information may be contrary to the
public interest , even if it is true. The definition of public
interest is hard.
o Privacy. Salacious details of the lives of public figures are a
central content element in many media . Publication is not
necessaril y justified simpl y because the information is true .

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.

Ethics of entertainment media

Issues in the ethics of entertainment media include:

 The depiction of violence and sex, and the presence of strong

language. Ethical guidelines and legislation in this area are
common and many media (e.g . film, computer games) are subject to
ratings systems and supervision by agenc ies. An extensive guide to
international systems of enforcement can be found under motion
picture rating system .
 Product placement . An increasingl y common marketing tactic is the
placement of products in entertainment media . The producers of
such media may be paid high sums to display branded products .
The practice is controversial and largely unregulated . Detailed
article: product placement .
 Stereot ypes . Both advertising and entertainment media make heavy
use of stereot ypes. Stereot ypes may negativel y affect people's
perceptions of themselves or promote sociall y undesirable

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 .

Differences between media ethics and other fields of applied

ethics

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.

A theoretical issue peculiar to media ethics is the identit y of observer and

observed. The press is one of the primary guardians in a democratic
societ y of many of the freedoms, rights and duties discussed by other
fields of applied ethics . In media ethics the ethical obligations of the
guardians themselves comes more strongl y into the foreground . Who
guards the guardians? This question also arises in the field of legal ethics.

A further self-referentialit y or circular characteristic in media ethics is

the questioning of its own values . Meta-issues can become identical with
the subject matter of media ethics . This is most strongly seen when
artistic elements are considered . Benetton advertisements and Turner
prize candidates are both examples of ethicall y questionable med ia uses
which question their own questioner.

Another characteristic of media ethics is the disparate nature of its goals .

Ethical dilemmas emerge when goals conflict . The goals of media usage

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

Because being a credible source in the world of journalism is so

important, so is ethics . At every college that has a journalism program
you will find at least one course on ethics that is required for students to
take earl y in their undergraduate programs . This shows how huge of a
role ethics plays in the field of journalism . Even the most well -known
journalism organizations worldwide, such as the Societ y of Professional
Journalists (SPJ), have thier own ethical codes its members and others are
encouraged to follow. SPJ's Code of Ethics is accessible through its Web
site.

Follow the Code

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) .

Combining these ethical elements with the more familiar

elements,TIPCUPS = timeliness, interest . prominence, conflict,
unusualness, proximit y, significance, makes for a more well -rounded and
credible story.

The Clear Effect

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

The importance of advertising is "steadil y on the increase in modern

societ y."1 That observation, made by this Pontifical Council a quarter
century ago as part of an overview of the state of communications, is even
more true now.

Just as the media of soci al communication themselves have enormous

influence everywhere, so advertising, using media as its vehicle, is a
pervasive, powerful force shaping attitudes and behavior in today's world.

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

In doing so, the Church stresses the responsibilit y of media to contribute

to the authentic, integral development of persons and to foster the well
being of societ y. "The information provided by the m edia is at the service
of the common good . Societ y has a right to information based on truth,
freedom, justice and solidarit y."

It is in this spirit that the Church enters into dialogue with

communicators. At the same time, she also calls attention to mo ral
principles and norms relevant to social communications, as to other forms
of human endeavor, while criticizing policies and practices that offend
against these standards.

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.

We wish to call attention to positive contributions that adve rtising can

and does make; to note ethical and moral problems that advertising can
and does raise; to point to moral principles that appl y to this field; and,
finall y, to suggest certain steps for the consideration of those
professionall y involved in adver tising, as well as for others in the private
sector, including the churches, and for public officials.

Our reason for addressing these matters is simple . In today's societ y,

advertising has a profound impact on how people understand life, the

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.

The field of advertising is extremel y broad and diverse . In general

terms, of course, an advertisement is simpl y a public notice meant to
convey information and invite patronage or some other response . As that
suggests, advertising has two basic purposes: to inform and to persuade,
and while these purposes are distinguishable both very often are
simultaneousl y present.

Advertising is not the same as marketing (the complex of commercial

functions involved in transferring goods from producers and consumers)
or public relations (the systematic effort to create a favorable public
impression or ?image' of some person, group, or entit y) . In many cases,
though, it is a technique or instrument employed by one or both of these.

Advertising can be very simple a local, even neighborhood,' phenomenon

or it can be very complex, involving sophis ticated research and
multimedia campaigns that span the globe . It differs according to its
intended audience, so that, for example, advertising aimed at children
raises some technical and moral issues significantl y different from those
raised by advertisi ng aimed at competent adults.

Not onl y are many different media and techniques employed in

advertising; advertising itself is of several different kinds: commercial
advertising for products and services; public service advertising on behalf
of various institutions, programs, and causes; and a phenomenon of
growing importance today political advertising in the interests of parties
and candidates . Making allowance for the differences among the different
kinds and methods of advertising, we intend what follow s to be applicable
to them all.

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.

Advertising also has an indirect but powerful impact on societ y through

its influence on media . Many publications and broadcasting operations
depend on advertising revenue for survival . This often is true of religious
media as well as commercial media . For their part, advertisers naturall y
seek to reach audiences; and the media, striving to deliver audiences to
advertisers, must shape their content so to attract audiences of the size
and demographic composition sought . This economic dependency of
media and the p ower it confers upon advertisers carries with it serious
responsibilities for both.

The Benefits of Advertising

Enormous human and material resources are devoted to advertising .

Advertising is everywhere in today's world, so that, as Pope Paul VI
remarked, "No one now can escape the influence of advertising."6 Even
people who are not themselves exposed to particular forms of advertising

144
confront a societ y, a culture other people affected for good or ill by
advertising messages and techniques of eve ry sort.

Some critics view this state of affairs in unrelievedl y negative terms .

They condemn advertising as a w aste of time, talent and money an
essentiall y parasitic activit y. In this view, not onl y does advertising have
no value of its own, but its in fluence is entirel y harmful and corrupting
for individuals and societ y.

We do not agree. There is truth to the criticisms, and we shall make

criticisms of our own . But advertising also has significant potential for
good, and sometimes it is realized . Here are some of the ways that
happens.

Economic Benefits of Advertising

Advertising can play an important role in the process by which an

economic system guided by moral norms and responsive to the common
good contributes to human development . It is a necessary part of the
functioning of modern market economies, which today either exist or are
emerging in many parts of the world and which provided they conform to
moral standards based upon integral human development and the c ommon
good currentl y seem to be "the most efficient instrument for utilizing
resources and effectivel y responding to needs" of a socio -economic kind.

In such a system, advertising can be a useful tool for sustaining honest

and ethicall y responsible competition that contributes to economi c growth
in the service of authentic human development . "The Church looks with
favor on the growth of man's productive capacit y, and also on the ever
widening network of relationships and exchanges between persons and
social groups from this point of view she encourages advertising, which
can become a wholesome and efficacious instrument for reciprocal help
among men."

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.

Benefits of Political Advertising

"The Church values the democratic system inasmuch as it ensures the

participation of citizens in making political choices, guarantees to the
governed the possibilit y both of electing and holding accountable those
who govern them, and of replacing them thr ough peaceful means when
appropriate."

Political advertising can make a contribution to democracy analogous to

its contribution to economic well being in a market system guided b y
moral norms. As free and responsible media in a democratic system help
to counteract tendencies toward the monopolization of power on the part
of oligarchies and special interests, so political advertising can make its
contribution by informing people about the ideas and policy proposals of
parties and candidates, including new c andidates not previousl y known to
the public.

Cultural Benefits of Advertising

Because of the impact advertising has on media that depend on it for

revenue, advertisers have an opportunit y to exert a positive influence on

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.

Moreover, advertising can itself contribute to the betterment of societ y by

uplifting and inspiring people and motivating them to act in ways that
benefit themselves and others . Advertising can brighten lives simpl y by
being witt y, tasteful and entertaining . Some advertisements are instances
of popular art, with a vivacit y and elan all their own.

Moral and Religious Benefits of Advertising

In many cases, too, benevolent social institutions, including those of a

religious nature, use advertising to communicate their messages messages
of faith, of patriotism, of tolerance, compassion and neighborl y service,
of charit y toward the needy, messages concerning health and education,
constructive and helpful messages that educate and motivate people in a
variet y of beneficial ways.

For the Church, involvement in media -related activities, including

advertising, is today a necessary part of a comprehensive pastoral
strategy. This includes both the Church's own media Catholic press and
publishing, television and radio broadcasting, film and audiovisual
production, and the rest — and also her participation in secular media .
The media "can and should be instruments in the Church's program of re -
evangelization and new evangelizati on in the contemporary world.” While
much remains to be done , many positive efforts of this kind already are
underway. With reference to advertising itself, Pope Paul VI once said
that it is desirable that Catholic institutions "follow with constant
attention the development of the modern techniques of advertising and...

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.”

The Harm Done by Advertising

There is nothing intrinsicall y good or intrinsicall y evil about ad vertising.

It is a tool, an instrument: it can be used well, and it can be used badl y .
If it can have, and sometimes does have, beneficial results such as those
just described, it also can, and often does, have a negative, harmful
impact on individuals a nd societ y.

Communio et Progressio contains this summary statement of the problem:

"If harmful or utterly useless goods are touted to the public, if false
assertions are made about goods for sale, if less than admirable human
tendencies are exploited, thos e responsible for such advertising harm
societ y and forfeit their good name and credibilit y . More than this,
unremitting pressure to buy articles of luxury can arouse false wants that
hurt both individuals and families by making them ignore what they real l y
need. And those forms of advertising which, without shame, exploit the
sexual instincts simply to make money or which seek to penetrate into the
subconscious recesses of the mind in a way that threatens t he freedom of
the individual must be shunned."

Economic Harms of Advertising

10. Advertising can betray its role as a source of information by

misrepresentation and by withholding relevant facts . Sometimes, too, the
information function of media can be subverted by advertisers' pressure
upon publications or programs not to treat of questions that might prove
embarrassing or inconvenient.

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.

The practice of "brand" -related advertising can raise serious problems .

Often there are only negligible differences among similar products of
different brands, and advertising may attempt to move people to act on the
basis of irrational motives ("brand loyalty," status, fashion, "sex appeal,"
etc.) instead of presenting differences in product qualit y and price as
bases for rational choice.

Advertising also ca n be, and often is, a tool of the "phenomenon of

consumerism," as Pope John Paul II delineated it when he said: "It is not
wrong to want to live better; what is wrong is a st yle of life which is
presumed to be bet ter when it is directed toward having' rath er than
being', and which wants to have more, not in order to be more but in order
to spend life in enjoyment as an end in itself." Sometimes advertisers
speak of it as part of their task to "create" n eeds for products and service
that is, to cause people to feel and act upon cravings for items and
services they do not need . "If a direct appeal is made to his instincts
while ignoring in various ways the reality of the person as intelligent and
free then consumer attitudes and life -st yles can be created whi ch are
objectivel y improper and often damaging to his physical and spiritual
health."

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

Similarl y, the task of countries attempting to develop t ypes of market

economies that ser ve human needs and interests after decades under
centralized, state -controlled systems is made more difficult by advertising
that promotes consumerist attitudes and values offensive to human dignit y
and the common good . The problem is particularl y acute w hen, as often
happens, the dignit y and welfare of societ y's poorer and weaker members
are at stake. It is necessary always to bear in mind that there are "goods
which by their very nature cannot and must not be bought or sold" and to
avoid "

Harms of Political Advertising

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.

Such obstruction of the democratic process also happens when, instead of

being a vehicle for honest expositions of candidates' views an d records,
political advertising seeks to distort the views and records of opponents
and unjustl y attacks their reputations . It happens when advertising
appeals more to people 's emotions and base instincts to selfishness, bias
and hostilit y toward others, to racial and ethnic prejudice and the like
rather than to a reasoned sense of justice and the good of all.

150
Cultural Harms of Advertising

Advertising also can have a corrupting influence upon culture and

cultural values. We have spoken of the economic harm that can be done
to developing nations by advertising that fosters consumerism and
destructive patterns of consumption . Consider also the cultural injury
done to these nations and their peoples by advertising whose content and
methods, reflecting tho se prevalent in the first world, are at war with
sound traditional values in indigenous cultures . Today this kind of
"domination and manipulation" via media rightl y is "a concern of
developing nations in relation to developed ones," as well as a "concern
of minorities within particular nations."

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.

Communicators also can find themselves tempted to ignore the

educational and social needs of ce rtain segments of the audience the very
young, the very old, the poor who do not match the demographic patterns
(age, education, income, habits of buying and consum ing, etc.) of the
kinds of audiences advertisers want to reach . In this way the tone and
indeed the level of moral responsibilit y of the communications media in
general are lowered.

All too often, advertising contributes to the invidious stereot yping of

particular groups that places them at a disadvantage in relation to others .
This often is true of the way advertising treats women; and the

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'?"

Moral and Religious Harms of Advertising

Advertising can be t asteful and in conformit y with high moral standards,

and occasionall y even morall y uplifting, but it also can be vulgar and
morall y degrading. Frequentl y it deliberatel y appeals to such motives as
envy, status seeking and lust . Today, too, some advertise rs consciousl y
seek to shock and titillate by exploiting content of a morbid, perverse,
pornographic nature.

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:

"As reflections of the dark side of human nature marred by sin,

pornography and the exaltation of violence are age -old realities of the
human condition . In the past quarter century, however, they have taken
on new dimensions and have become serious social problems. At a time
of widespread and unfortunate confusion about moral norms, the
communications media have made pornography and violence accessible to
a vastl y expanded audience, including young people and even children,
and a problem which at one time was confined mainl y to wealthy
countries has now begun, via the communications media, to corrupt moral
values in developing nations."

152
We note, too, certain special problems relating to advertising that treats
of religion or pertains to specific issues wit h a moral dimension.

In cases of the first sort, commercial advertisers sometimes include

religious themes or use religious images or personages to sell products . It
is possible to do this in tasteful, acceptable ways, but the practice is
obnoxious and offensive when it involves exploiting religion or treating it
flippantl y.

In cases of the second sort, advertising sometimes is used to promote

products and inculcate attitudes and forms of behavior contrary to moral
norms. That is the case, for instance, w ith the advertising of
contraceptives, abortifacients and products harmful to health, and with
government -sponsored advertising campaigns for artificial birth control,
so-called "safe sex", and similar practices.

Some Ethical And Moral Principles

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.

For Christians, moreover, the law of human nature has a deeper

dimension, a richer meaning . "Christ is the Beginning' who, having taken
on human nature, definitivel y illumines it in its constitutive elements and
in its dynamism of charit y towards God and neighbor." Here we
comprehend the deepest significance of human freedom: that it makes
possible an authentic moral response, in light of Jesus Christ, to the call
"to form our conscience, to make it the object of a continuous conversion
to what is true and to what is good."

153
TRUTHFULNESS IN ADVERTISING

Even today, some advertising is simpl y and deliberatel y untrue .

Generall y sp eaking, though, the problem of truth in advertising is
somewhat more subtle: it is not that advertising says what is overtl y false,
but that it can distort the truth by impl ying things that are not so or
withholding relevant facts . As Pope John Paul II po ints out, on both the
individual and social levels, truth and freedom are inseparable; without
truth as the basis, starting point and criterion of discernment, judgment,
choice and action, there can be no authentic exercise of freedom.24 The
Catechism of the Catholic Church, quoting the Second Vatican Council,
insists that the content of communication be "true and within the limits
set by justice and charit y complete"; the content should, moreover, be
communicated "honestl y and properl y."

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.

But it is a fundamental principle that advertising may not deliberatel y

seek to deceive, whether it does that by what it says, by what it implies,
or by what it fails to say. "The proper exercis e of the right to information
demands that the content of what is communicated be true and, within the
limits set by justice and charit y, complete . Included here is the obligation
to avoid any manipulation of truth for any reason."

THE DIGNITY OF THE HUMAN PERSON

There is an "imperative requirement" that advertising "respect the human

person, his rightdut y to make a responsible choice, his interior freedom;

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."

These abuses are not merel y hypothetical possibilities but realities in

much advertising today. Advertising can violate the dignit y of the human
person both through its content — what is advertised, the manner in whic h
it is advertised — and through the impact it seeks to make upon its
audience. We have spoken already of such things as appeals to lust,
vanit y, envy and greed, and of techniques that manipulate and exploit
human weakness . In such circumstances, adverti sements readil y become
"vehicles of a deformed outlook on life, on the famil y, on religion and on
moralit y — an outlook that does not respect the true dignit y and destin y
of the human person."

This problem is especiall y acute where particularl y vulnerable groups or

classes of persons are concerned: children and young people, the elderl y,
the poor, the culturally disadvantaged.

Much advertising directed at children apparentl y tries to exploit their

credulit y and suggestibilit y, in the hope that they will put pressure on
their parents to buy products of no real benefit to them . Advertising like
this offends against the dignit y and rights of both children and parents; it
intrudes upon the parent -child relationship and seeks to manipulate it to
its own base ends. Also, some of the comparativel y little advertising
directed specificall y to the elderl y or culturall y disadvantaged seems
designed to play upon their fears so as to persuade them to allocate some
of their limited resources to goods or services of dubio us value.

ADVERTISING AND SOCIAL RESPONSIBILITY

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."

As this suggests, something more fundamental is at issue here: authentic

and integral human development . Advertising that reduces human
progress to acquiring material goods and cultivating a lavish life st yle
expresses a false, des tructive vision of the human person harmful to
individuals and society alike.

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."

. The indispensable guarantors of ethicall y correct behavior by the

advertising industry are the well formed and responsible consciences of
advertising professionals themselves: consciences sensitive to their dut y
not merel y to serve the intere sts of those who commission and finance
their work but also to respect and uphold the rights and interests of their
audiences and to serve the common good.

Many women and men professionall y engaged in advertising do have

sensitive consciences, high ethical standards and a strong sense of
responsibilit y. But even for them external pressures — from the clients
who commission their work as well as from the competitive internal
dynamics of their profession — can create powerful inducements to
unethical behavior. That underlines the need for external structures and
s ystems to support and encourage responsible practice in advertising and
to discourage the irresponsible.

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."

We emphasize the importance of public involvement . Representatives of

the public should participate in the formulation, application and periodic
updating of ethical codes . The public representatives should include
ethicists and church people, as well as representatives of consumer

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

Media Ethics Today

As forms of communication evolve, avenues of news reporting increase,

and the scope of media influence expands, media ethics becomes an
increasingl y important issue in modern societ y . People are exposed to
television news, radio broadcasting, newspaper articles, and now digital
media as well. The mass media is an intrinsic part of everyday lives .
What exactl y drives the powerful Western media — government mandates,
social responsibilit y and the quest for truth, or is it the financial goals of
large media corporations?

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

In the social responsibil it y theory of the press, the media is driven to

benefit the public . It expects journalists to answer society's need for
truth, requires an open and diverse debate on public issues, and honest
updates of current events . In this model, media ethics is auto matic
because the press is free to serve its purpose for the public, as opposed to
special interest groups or advertisers . Another condition of the social
responsibilit y model, is that news reporting cannot be dependent on
groups that may encourage bias a nd unethical practices in exchange for
financial support.

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 SYSTEM OF NEWS REPORTING

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.

Western media outlets, particularl y television stations, rely heavil y on

advertisers for money, and there fore design their news reporting to
support and never conflict with the will of their financial supporters .
Also, because of the deregulation movement of the past fifteen years,
Congress and the FCC have allowed more freedom within the
telecommunications field, loosening laws that were at one time designed
to ensure social responsibilit y and ethics in the media . Today, a large
percentage of Western media outlets, especiall y those in America, are part
of a handful of media conglomerates, companies which ha ve to focus on
increasing their profits every year.

MEDIA ETHICS IN THE FUTURE

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.

These tendencies result in a lack of media ethics and a deluge of

entertaining information, but not necessaril y the most important
information. Major humanitarian issues can go unnoticed for years,
environmental problems are covered intermittentl y, and many voices
remain unheard . Media continues to change however . With the internet,

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

A period of three months was earmarked for the studyJanuary 1, 2007 to

March 31, 2007. The newspapers` web archives were searched using the
Google search engine for articles relating to bioethics during this period,
using the following key words: medical ethics, bioethics, medical
research, clinical trials, drug trials, stem cell research, genetic research,
cloning, and euthanasia . These key words were used based on a perusal of
the literature, which indicated that these were the topics most likel y to be
covered by the media in relation to ethical dilemmas .

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

161
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....

(The Hindu, 'Guidelines being framed to regulate stem cell research`,

January 31, 2007)

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.

(The Hindu, 'Medical ethics committees to be regulated`, February 21,

2007)

Three articles in The Hindu discussed the specifics of ethics in research

and one of these, a weekl y review by the Readers` Editor, also discussed
the reporting of medical research, responding to a criticism from a reader
who had noted that a report in the paper `gives an erroneous impression
about the disease causation and its incidence` . The other two articles
discussed specific issues such as the need for ethics committees in
institutes and the potential implications of a new brain scanning
technology. Seven of the nine articles originated fro m events, where the
report of the event was the primary focus and the issues arising from the
discussion were simpl y mentioned and not followed through in any way
either with quotes from the sources or informed comment by the writer .
Two of the stories carried photographs of speakers or of the meeting that
had been reported.

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 amount of coverage therefore was quite limited in terms of column

inches devoted to medical ethics as well as in terms of the detail of
reportage. Nevertheless, the available re ports were further anal ysed to
understand the way the issue was framed, the kinds of explanations
offered (if any), and the range of sources quoted.

The first international meet in India of scientists engaged in stem cell

research began here on Monday to t ake stock of the rapid advances being
made in this field in the public and private sectors . D Balasubramanian,
president of the Stem Cell Research Forum of India (SCRFI), said stem
cells and regenerative medicine, though still in the research stage, was
rapidl y moving toward the development of effective cures for a host of
diseases by targeting the cause of the diseases.

(The Hindu, 'First international meet in India of stem cell scientists

begins`, January 1, 2007)

A story that reported a convocation cer emony at MGR Medical Universit y

carried a lead quoting the vice chancellor of the university (therefore
having the news values of prominence and timeliness) but lat er in the
article noted that the qualit y of practice had gone down drasticall y and
medical ethics had also lost its relevance in a commercial world`
('Medical graduates told to keep up with the latest`, The Hindu, Januar y
26, 2007). So the impact of the sidelining of ethics was mentioned, but
no more than that .

(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:

As the power of technology grows, ethical responsibilit y of the medical

profession will also increase, M S Swaminathan, UNESCO Cousteau Chair
in Ecotechnology and Chairman of M S Swaminathan Research
Foundation, said on Friday.

(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 .

When it came to discussion of medical practice, however, there was a

little more attention paid to ethics in the stories anal ysed . Those that
dealt with events such as convocations and meetings did mention,
however briefl y, that clinicians needed to pay attention to ethics of
practice. The one article that dealt with ethics in medici ne in relativel y
greater detail was a story about the practice by pharmaceutical companies
of giving doctors special favours and gifts to endorse their products:

Drug companies have been spending lavishl y in sponsoring physicians and

their spouses on trips to different places for educational symposia . Cars
are also being given . `We hope the medical fraternit y by themselves
follow the regulations in the MC I Act,` an official said.

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:

WHO believes (Resource Book on Mental Health Legislation, 2005) that

two concepts that are central to decisions about whether or not a person
may make choices concerning various issues are `competence` and
`capacit y`. These concepts affect treatment decisions in civil and
criminal cases, and the exercise of civil rights by persons with mental
disorders.

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 .

None of the 14 stories that were analysed were on page 1 or on the

editorial page, other than the column by the Readers` Editor of The
Hindu. A majority were local reports relating to local or regional
institutions or personalities, which appeared on the local or regional
pages.

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.

If we believe that governance cannot be left entirel y to the `specialists`

that is, the politicians and the bureaucrats, and that an informed citizenry
not onl y ensures good gove rnance but in fact demands it, then by
extension, the administration and application of science cannot be left
entirel y to those within the scientific establishment . A scientificall y
literate and sensitive public will participate in debates about the use of
scientific research, and perhaps encourage responsible use of the products
of science (10). Ethics plays a crucial role in this debate . Important
questions that stem from or inform ethical decisions include:

 How much money is being spent on this resea rch?

 What are the areas this research will affect?

Chapter6

CONTRIBUTION OF JAGRAN GROUP IN GROWTH OF

SOCIETY.

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

 Higher literacy levels: In 2006, the literacy levels increased to

71.1% as compared to 69.9% in 2005 . While rural literacy is at
64.8%, urban literacy touched 85.3% . Currentl y Indian print media
is estimated to reach over 220 m p eople, and has immense growth
potential since close to 370 m literate Indians are believed to not be
served by any publication . Also, the reach of newspapers is onl y
27%, as compared to the global average of 50% .

 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

 Higher ad spends: Print media accounts for 48% of the total Rs

137.5 bn advertising spend in the country . However, the ad spend
in India is just 0.4% of GDP as against 0.5% in China, 1.3% in the
US and a world average of nearl y 1.0% . With rising consumerism
and growing interest from domestic and global brands in Indi an
market, the growth in ad segment is expected to be strong .

As per the registrar of newspapers, there were approximatel y 6,529 dail y

newspapers as of March 2005 . No single newspaper had a national

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.

Urban & Rural Urban Rural

Base Population (m) % (m) % (m) %
Any Publication 184 23.6 99.9 42.2 84.3 15.6
Any Dail y 170 21.9 93.8 39.6 76.6 14.2
Any Hindi Dail y 62.9 8.1 35.6 15 27.3 5.1

Any English Dail y 17.4 2.2 15.9 6.7 1.6 0.3

Any Magazine 58.9 7.6 33.8 14.3 25.1 4.6

Fragmented industry

The regionalism aspect is clearl y visible in the newspaper sector . The

print media is further divided on the basis of the languages . Of the dail y
newspapers, about 46% are vernacular, 44% are in Hindi and 10% are
English. Hindi and vernacular language newspapers offer a local and
regional flavour to their readers . The content and circulation of English-
language newspapers, on the other hand, are largel y focused on the
primary urban centers . Approximatel y 7% of the population in urban
areas read English-language newspapers, compared to a readership of onl y
0.3% of the population in the rural area s. (Source: IRS 2005) In contrast
to this, Hindi -language newspapers have a proportionatel y larger
readership in rural areas, in addition to their strong presence in urban
areas, with a readership of approximatel y 15% and 5% of persons in urban
and rural areas, respectivel y. The newspaper industry is regionall y
divided, with existing players enjoying strong brand loyalty . For e.g.
Times of India follows strong brand loyalt y in Mumbai and it was
difficult for Hindustan Times to enter Mumbai .

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.

Newspaper Place of strong hold

Jagran Prakashan Uttar Pradesh and Uttaranchal
Times of India Mumbai
HT Media Delhi, Bihar, Jharkhand
Deccan Chronicle Andhra Pradesh
The Hindu Chennai
The Telegraph Kolkatta
Deccan Herald Bangalore
Punjab kesari Punjab

Attracting foreign investment

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

Dainik Bhaskar Warburg Pincus 1.5

Amar Ujala DE Shaw 1.2
Ushodaya Enterprises Blackstone 12

Contribution in Rural Growth

Rural development means as overall development of rural areas

social,economic, political and cultural - so that the people are to lead a
pleasantlife. Agriculture plays the most important and decisive role in
rural development. Infect, nobody can deny this fact that most of the
populationin India is still living in villages and their livelihood is
depending onagriculture. Therefore, we rightl y say that India is an
agricultural country. Any development, which does not touch the vast

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.

Structural Change in Folk Performing Art

The first significant international recognition of the traditional media in
the communication and the development strategies of developing countries
came in 1972 when the International Planned Parenthood Federation and
UNESCO organised in London a series of meetings on the integrated use
of the folk and the mass media in famil y planning communication

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.

Folk Media and Rural Development

The traditional media have been playing an important role in this field
due to our peculiar needs . Apart from these live programs with face-to-
face communication the traditional folk forms have been used in programs
over the electronic media. India’s role in identifying folk media for

175
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.

Advisory Committee on Media

In order to advise the Ministry on appropriate media strategy to be
adopted so that the objective of the involvement of beneficiaries and the
participation of the communit y in the implementation of the programmes /
schemes could be realized, an Advisory Committee on Media comprising
eminent media persons and journalists was constituted under the
chairmanship of Shri P. Murari, former Secretary, Ministry of
Information and Broadcasting . The Committee after extensive
deliberations,

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.

WHAT REALLY MATTERS

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.

WEATHERING THE DOWNTURN

Like their urban counterparts, local papers also rel y on advertising

revenues rather than subscriptions and newsstand sales to stay afloat .
Working in their favor are the rising disposable incomes of consume rs in
India's villages -- a phenomenon that certainl y isn't lost on consumer
goods companies hoping to increase the appeal of their products or
services through ads adapted to local languages and cultures.

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 .

But as marketing budgets continue to be squeezed, advertisers are

scrutinizing their spending in local language papers more closel y than
ever while hunting for more ways to reach consumers . Unlike in other
parts of the world, however, the battle for advertiser s' budgets is not as
intense between offline, print publishers and their online rivals . Internet
adoption in India is still relativel y low . In a country with a population of
1.2 billion and growing, there are only 55.5 million Internet users .
Meanwhile, there are 376 million mobile subscribers -- yet onl y 15% to
20% of all handsets are Internet -enabled.

Instead, television is posing the biggest threat to local language papers .

In India, 125 million households own a television, and 80 million of that
total have cable or satellite service . According to TAM, Nielsen's
television viewership rating arm, rural penetration of television is 65
million homes -- or over 50%. Until 1990, television in India included
onl y the state-owned channel Doordarshan . However, subsequent
liberalization and reforms opened up the staid media market, and nearl y
400 channels now beam TV programs into homes, including India -
specific, regional channels launched by foreign media heavyweights like
Rupert Murdoch, Turner Broadcast ing and Viacom. In the last two years,
in fact, Rupert Murdoch's Star has acquired or launched over a dozen
regional channels in Bengali, Tamil, Malayalam, Marathi and a range of
other languages.

According to Arun Tyagi, vice -president of media at Mumbai -based

Reliance ADA Group, television is giving newspapers a run for their
money in rural areas . "It's not print that clicks in rural areas," he says .

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 .

CONTRIBUTION IN URBAN GROWTH

Contributions in Urban Growth discourage sales tax competition among

cities and to control development in growing outl ying areas, local
jurisdictions are pursuing a variet y of intergovernmental agreements .
Colorado has been experiencing enormous growth throughout the state and
particularl y in t he Denver-metro area. In 1994, the governor started his
"Smart Growth Initiative"; this program included organizing a summit of

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.

In Colorado, urban sprawl has financially impacted local governments .

To meet growth-financing needs and infrastructure demands,
municipalities and counties often "face off" against one another to get
more revenue into their own operating budgets . Local government
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 .

Colorado's revenue collection structure does not automatically encourage

cooperation among jurisdictions and often results in a struggle to gain
revenue share. For the Denver -metro area, this struggle can produce
inconsistent "flagpole" annexation (an attempt by municipal government
to annex around resi dential development in the shape of a flagpole in
order to gain property having retail sales) and undesirable urban planning
as cities fight for a piece of the revenue pie . Inspired by "Smart Growth"
and Metro Vision 2020 planning, the Metro Mayors' Caucu s initiated a
task force to seek and study alternative solutions . The task force's goal is
to identify tools that have been successfull y employed in the past and to

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

To discourage sales tax competition among cities and to control

development in growing outl ying areas, local jurisdictions are pursuing a
variet y of intergove rnmental agreements .

Colorado has been experiencing enormous growth throughout the state and
particularl y in the Denver -metro area. In 1994, the governor

started his "Smart Growth Initiative"; this program included organizing a

summit of 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 devel opment 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.
In Colorado, urban sprawl has financially impacted local governments .
To meet growth-financing needs and infrastructure demands,
municipalities and counties often "face off" against one another to get
more revenue into their own operati ng budgets. Local government

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 .

Colorado's revenue collection structure does not automatically encourage

cooperation among jurisdictions and often results in a struggle to gain
revenue share. For the Denver -metro area, this struggle can produce
inconsistent "flagpole" annexation (an attempt by municipal government
to annex around residential development in the shape of a flagpole in
order to gain property having retail sales) and undesirable urban planning
as cities fight for a piece of the revenue pie . Inspired by "Smart Growth"
and Metro Vision 2020 planning, the Metro Mayors' Caucus initiated a
task force to seek and study alternative solutions . The task force's goal is
to identify tools that have been successfull y e mployed in the past and to
create models for voluntary agreements that reduce competition and
increase cooperation between local governments around retail
development . One common tool used by governments in the Denver -metro
area has been a number of reven ue-sharing agreements; other tools
include count y planning restrictions, comprehensive planning agreements
including "development phasing," and creative alternatives such as
transferring development rights .

BOULDER REGIONAL TAX-SHARING PLAN

In 1995, the Boulder Chamber of Commerce recommended a regional

sharing effort . After determining a base -year level of revenues, each cit y
would share in the incremental growth of sales tax revenues based upon
an allocation formula of population or existing retail share. Large cities
might receive less sales tax than previousl y but still increase revenues

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 .

In theory, by equalizing sales tax revenue distribution, policy de cisions

would shift towards planning that focuses on neighborhood
characteristics, land -use decisions, and environmental concerns rather
than on the struggle to gain retail market share to meet short -term
budgetary needs.(2) This attempt to create a revenu e-sharing agreement
was abandoned in 1997, as it became too difficult to gain a consensus in
the political climate of the time . As growth continued, outl ying cities
around Boulder saw enough development in their jurisdictions to
discourage continued dialo gue of the IGA .

ADAMS COUNTY: GROWTH POLICIES

The Adams Count y approach to revenue equalization is tied to its

comprehensive planning process . Adams Count y and its constituent cities
- Arvada, Aurora, Bennett, Brighton, Broom field, Commerce Cit y,
Federal Heights, Northglenn, Thornton, and Westminster - are developing
growth-related policies within a count ywide comprehensive plan which
uses a tiered system designed to phase in urban -level development in
three tiers: the next five years, by the year 2020 , and post -2020. Exhibit
3 illustrates the level of development and specific activities planned for
each tier. The goal for these local governments is to promote contiguit y,
infrastructure compatibilit y, and formal integration of their
comprehensive plan. This effort is supported by government officials in
the area who generall y believe that urban -level growth belongs in
municipalities where services can be provided in a more cost -effective
manner. Adams Count y officials hope to achieve this goal by a series of
intergovernmental agreements .

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.

BOUNDARY LINE AGREEMENT

In February of 1989, Brighton and Commerce Cit y both wanted to stake

claim to certain potential annexation areas . Some propert y owners were
petitioning one cit y to be included in its boundary while the other cit y
was concerned that if it did not act quickl y, it might miss out on an
opportunit y to expand its borders and achieve potential sales tax revenue
from what looked to be an area of future retail de velopment as an
outgrowth of Denver International Airport .

A good line of communication existed between the two municipalities,

and avenues existed for increased cooperation - the Adams Count y
Council of Governments (ADCOG), for example . With a cooperative
environment in place, and a willingness of both parties to seek a "win -
win" scenario, Brighton and Commerce Cit y developed a revenue -sharing
agreement that included land -use issues and boundary specifications .
This agreement carefull y described the us e of debt for infrastructure and
the pledging of revenues .

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.

Other alternatives to development phasing include encouraging developers

to build in a cit y. To encourage densit y in the cit y rather than in
potentiall y agricultural or unincorporated areas, in Boulder Count y a
propert y owner can sell his/her right to build at a certai n densit y level and
grant that right to an owner of a parcel of land inside the cit y . The
opportunit y to sell this right (like a mineral right) encourages the owner
not to sell to developers and to keep the land rural in nature; yet the
owner may "profit" by not selling. In turn, propert y owners inside the
cit y boundary, who cannot build high -densit y propert y due to historical
zoning restrictions, now can purchase this right and increase their profit
margin by developing more units and therefore selling more units.(5)

Jefferson Count y, also concerned about this urban sprawl into

unincorporated areas, recentl y put together a task force to address this
issue. This task force will examine the need for a tax increase or new
taxes, cutbacks in services, and incorporation or an nexation of
incorporated areas . The commissioners have seen financial forecasts that
suggest the count y's tax base cannot support what are essentiall y
municipal services that are incurred by the unincorporated areas and to
which the rest of the count y is contributing financially. Whether
statewide law changes are necessary or a spirit of brotherhood among
local governments must continue, solutions to this issue are not easil y
found.

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.

1 Metro Vision 2020 Implementation Strategy: Economic

Development/Regional Tax Policy, DRCOG, May 1996 .

2 Clark, Tom, Colorado Real Estate Journal, "Regional Tax Sharing," Jul y
1995.

3 Intergovernmental Agreement between The Cit y of Thornton and The

Cit y of Westminster, January 1996 .

4 Boulder Count y Transferred Develop ment Rights, April 1995.

Boulder, Colorado, has developed a national reputation for having dealt

creativel y with growth management issues . The cit y has developed a
27,000-acre greenbelt, a system for controlling the rate of population
growth by limiting b uilding permits, and a defined urban growth boundary
managed in cooperation with Boulder Count y . Boulder's approach to
urban growth boundaries, called the service area concept, offers important
lessons for controlling sprawl, preserving rural land uses ou tside the cit y,
and extending urban services in a rational manner .

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 .

Colorado has no statewide, mandated planning program . Statutory and

home-rule cities and counties are granted land use planning and regulatory
powers directl y by the state . The Denver Regional Council of
Governments engages in general planning, clearinghouse, and federal
funding allocation activities, but there is no real, effective regional
planning effort . As a result, sprawling development, undifferentiated
between cities and unincorporated areas of counties, is t ypical alon g most
of Colorado's Front Range .

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.

BOULDER'S SERVICE AREA CONCEPT

A concern that unwanted development was continuing to take place

outside cit y limits in the count y, sometimes with cit y water and sewer
service, led to the implementation of Boulder's urban growth boundary .
In 1970 the cit y and count y adopted a joint comprehensive plan that
defined the intended geographic extent of cit y expa nsion into the plains .
This plan was further refined in 1978 to limit the cit y from extending

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 .

It provides for the rational extension of urban services, The definition of

areas where services are to be provided (along with initial designations of
land use) allows a direct link between land use planni ng and infrastructure
planning. Parks, recreation, police, fire, transportation, water, sewer, and
flood control service providers can develop their master plans knowing
where services are to be extended, over what time frame, and for what
types of land uses.

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 .

It provides both flexibilit y and certaint y to the planning process . As the

communit y experiences change over time, land can be added to or deleted
from the service area, and propert y owners inside and outside the service
area can act accordingl y.

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

IMPACT OF JAGRAN GROUP EVENT IN SOCIO-

CULTURAL FABRIC
Jagran group plays a very important role in bringing about awareness
among the people in societ y. The awareness can be in terms of scientific

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.

Media role is to bring about Constructive Awareness . Awareness in terms

of:-

 Internal and External threats to the nation .

 Appeal and request to contribute for a soci al cause.

 Educate about Rights and duties of the citizen .

 Most importantl y project the policies and the reforms of the

government in the righteous comportment . At times, media has
eulogized policies, laws and reforms of the government for no
appropriate reasons .

Whatever we see in media today, is a reflection of the society . The news

channels in particular have replicated in many ways of television
journalism from US . For instance rescue of a kid from a pitfall is more
dramatic than ever; the news surpassing the important ones . Apologies
for the comparison with all due respect for the kid and his parents, but we
need to grow above all this . As a spectator I have observed numerous
instances wherein such incidents have grabbed all the atten tion ignoring
the major news. A kid called ‘Prince’ fell in a pit and media have shown
the entire day live coverage about the rescue being done by the arm y . Not
alone this we could see the debates and suggestions goes on from group of
ps ychiatrists, cons ultants, doctors etc about the mental state of the child
and his/her folks. It’s good to see seniors in their fields anal yzing the
situation, and giving their expert comments!!! On the same day there were
two blasts took place in Assam with a dozens of pe ople being injured. I
195
just couldn’t believe that it couldn’t take the so called ‘Breaking News’
section of the television media for most of the channels . I felt ashamed of
the journalism system . They just fail to prioritize the gravitational issues .
I am sure all and sundry watched the gates of the mansion wherein
Abhishek and Aishwayra got married for the whole day . People were
running in excitement around, waiting outside to catch a glimpse of the
married couple. One full day right from the stroke o f dawn, news
channels were engaged in covering the wedding as if Prime Minister of
India was getting married to a neighbor National’s daughter thus
registering an ornamental growth in foreign relations . All the participants
of the laughter challenge have been signed with various channels for
trivia programs. Just imagine, an hour each day the News Channels plays
a role of Comedy channels . That’s not all; in some cases one can find
dedicated broadcast for high societ y parties and its review on the Menu
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 ci ted 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 or at times get lucky
to be mentioned in front page left corner column.

Is Electronic and Print Me dia entirel y accountable for the slaughter of

professional journalism in India?? Partiall y, media can be accounted for
dwindling the focus from momentous issues and social order . At times
the societ y is misleading with false rumors and cheap publicity stu nts. I
vindicate that media is highl y responsible for exhibiting Current affairs
and so called happenings to the societ y . At the same time, Media brings
about the manifestation of social order and its values . What we witness in
newspapers, magazines and electronic media is reflection of the existing
culture. The so – called intellectuals are seen censuring the media for
everything. They fail to understand that whatever is exhibited through

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.

Are we reall y going towards strong and true Journalism? Or do we reall y

want true Journalism?? The answer lies in our hearts . We need to be more
open to our societ y and live by our culture . Not onl y will we see a
positive change in and around us but also see a healthy propagation of a
constructive Awareness . Media influence or media effects are terms used
in media studies, psychology, communication theory and sociology to
refer to the theories about the ways the print media affect how their
audiences think and behave.

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.

Perhaps the most widel y accepted theory on audience reception is Denis

McQuail's Uses and Gratifications model. This places emphasis on the
reasons audiences consumes media. The first reason outlined in the model
is the need to reinforce one’s own behavior by identifying with roles,
values and gender identities presented in the media . Secondl y, consumers
need to feel some kind of interaction with other people which is offered
by text such as a soap opera or a lifest yle magazine . The third reason is
the need for security. Media offer a window to the world that allows
education and the acquisition of information. The final reason is the need
for entertainment through both escapism, and the need for emotional
release, such as laughter . Strength of the Uses and Gratifications theory
is the emphasis on the audience as active in the reception of media .
However, this would suggest no passivit y within the audience whatsoever .
A person may, for example, be too laz y to turn off their television and as
a result consume any media that is available, regardless of need . This
theory also pays little attention to the short term and long term effects of
media on the audience.

Professor of media and communications at the Universit y of Westminster,

proposed ten criticisms of the Media, whereas, Gauntlet prefers that
research focus on the violence, then look to untangle its causes.

To explain the problem of violence in societ y, researchers should begin

with that social violence and seek to explain it with reference, quite
obviousl y, to those who engage in it: their identit y, background, character
and so on.

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 ]

 Historical criticisms situate the ' meta-narrative' of effects theor y

within a long history of distrust of n ew forms of media, dating as
far back as Socrates's objections to the deleterious effects due to
the written alphabet.
 Political criticisms pose an alternative conception of humans as
rational, critical subjects who are alert to genre norms and adept at
interpreting and critiquing media representation s, instead of
passivel y absorbing them .

Supporters of effects theory contend that commercials, advertising and

voter campaigns prove that media influence behavior . In the 20th
century, aggressive media attention and negative coverage of trials
involving celebrities like Roscoe Fatt y Arbuckle or Michael Jackson have
influenced the general public's opinion, before the trials effectivel y
started. However, these critics do point out that while the media could
have an effect on people's behavior thi s isn't necessaril y always the case.

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.

Flew and Humphreys (2005) said that the assumptions of effects

researchers are frequentl y flawed . According to Flew and Humphreys,
Freedman (2001) and Goldstein (2001) the number of s tudies on games
and violence is small and the research suffers from flawed methodologies
which do very little to prove a direct link . Terry Flew and Sal Humphreys
also state ‘that differing context of consumption will always mean we
need to take account o f the particularities of players and how and why
they play, effects researches often give insufficient account to the
relevance of cultural contexts and the way in which media are actuall y
implicated in the circulation of meanings in our cultures' .

IMPACT OF DAINIK JAGRAN

So much that we think of as characteristic of the modern world economic,

social, religious, political is built on the foundation provided by print as a
medium of communication . From the sixteenth century it became
impossible for the illiterate to obtain either wealth or influence, and this
has largel y occurred due to the invention of print as a medium of
communication in the fifteenth century . This had widespread
consequences, allowing large numbers of copies of a work to be made
rapidl y. This further availabilit y of information provided enabled greater
scientific advancement as it meant that other people’s ideas were more
readil y available . Similarl y the development of the printing press
encouraged religious reform, as it was a maj or factor in allowing the
writings of Erasmus, Luther and later Calvin to achieve high levels of
circulation.

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 .

The ideas of Marshall McLuhan on media were first published i n the

1960s when they had considerable impact, in many ways providing a new
approach to media studies . However, his ideas have since been contested
by a variet y of critics, such as Elizabeth Eisenstein . Firstly, McLuhan
divides the different types of med ium into two categories; hot and cool .
A predominantl y hot medium requires very little participation by the
audience, and this is how he defines print . The opposite to this is speech,
a cool medium because ‘so little is given and so much has to be filled in
by the listener’. McLuhan draws particular attention to the medieval
manuscript culture which preceded print culture, explaining that medieval
culture was based on the ear with punctuation being rare, and that the
hand-written manuscripts were meant t o be read aloud to an audience . He
claims that the oral, or manuscript culture, allowed all the senses to
function at once, whereas a print culture made writing separate from
speech and the visual is thereby dominant . The advent of punctuation,
according to McLuhan, allowed things to be expressed in print just as they
can be expressed in speech, thus separating the eye from the ear . He
therefore believes that the development of a print culture has greatl y
diminished the importance of the spoken word . McLuhan dates this print
culture from the production of Gutenberg’s bible in earl y modern Europe,

203
calling this period of transition from one culture to another the Gutenberg
era.

Critics, such as Elizabeth Eisenstein have agreed that, in pointing to the

social and psychological consequences of printing, Marshall McLuhan
performed ‘a valuable service’ . However, she disagrees with many of his
views. Eisenstein argues that McLuhan overstated the extent to which the
medieval culture was an oral one . She points to the fact that silent
reading already occurred even before printing, in the pre -Gutenberg era,
so that, although printing undoubtedl y increased silent reading, it did not
invent it. McLuhan assumed that the spread of silent reading diminished
the importance of the spoken word, and here Eisenstein looks towards
education; ‘Although the textbook industry flourished, classroom lectures
never died. Contrary to McLuhan, she claims that although print could,
and did, convey spoken messages, it did not repl ace them. Sermons and
public orations continued as they always had, as did poetry readings . The
main effect of print in these areas was to cause orators to be more careful
in what they said, bearing in mind the possible consequences of the
publication of their words.

In producing his ideas, Marshall McLuhan uses evidence selectivel y,

ignoring many factors which might weaken his case . One of the initial
social effects of printing was that the traditional village storyteller
disappeared. However, this did not have a dramatic impact as these
figures were merel y replaced by a literate reader who read aloud to the
illiterate majorit y. The material used was the many cheap printed books
and ballads which were being produced in abundance at the time . The
significance of this situation is that, even after the invention of the
printing press, the majorit y of the population received texts orall y . The
tradition of the storyteller may have died out, but it was replaced by a
similar, and almost equall y oral, cultu re. It was not until after the
Education Act of 1870, which made education compulsory for all that our

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 .

Both Marshall McLuhan and Neil Postman explain logical thought as a

direct consequence of a print culture . McLuhan suggests that scanning
lines of print silently h as affected thought processes, and that ‘literate
man undergoes much separation of his imaginative, emotional and sense
life’. Their argument is that it is this separation which allows thought to

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.

Elizabeth Eisenstein is much more cautious than McLuh an and Postman in

describing the effects of print on the mind . She points out that, even
today, we still know very little about how access to printed material
affects human behavior. Consequentl y there is a modern debate about the
affects of pornography on societ y which is, as yet, unresolved .
Undoubtedl y, the production of intelligent and educational written
material has had a beneficial effect on culture as a whole . However,
‘Book reading did not stop short with guides to godl y living or practical
manuals and texts. By this Eisenstein refers to the production of a less
desirable t ype of literature, such as the scandal sheets of the eighteenth
century and the less reputable tabloid newspapers of today . Since
printing began, alongside the production gr eat works of knowledge,
printers have churned -out large quantities of this t ype of material which,
contrary to McLuhan and Postman’s ideas, are unlikel y to increase the
aptitude for logical thought .

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 .

The technology o f print communication can be seen as promoting both

individualism and uniformit y. Marshall McLuhan has called print ‘the
technology of individualism . He claims that it began the practice of silent
reading by making printed material easily accessible to i ndividuals. It is
this which promotes individualism as the printed book is, for the most
part, intended to be read alone and silentl y, thereby also developing the
sense of personal privacy which is so characteristic of modern societ y . At
the same time, p rint allowed an increase in governmental control ‘by
making the vernacular a mass medium print created a new instrument of
political centralism previousl y unknown . An example of this uniformit y
is the 1562 issue of the Book of Homilies to be read from eve ry pulpit .
Print, in bringing increased literacy, played an important part in unifying
regional dialects, which encouraged a steady awareness of nationalization.
This was helped further by the further production of maps which the
printing press allowed, giving people on a large scale, for the first time, a
visual appreciation of the nation . Print therefore, by encouraging both the

208
consumption of literary material by individuals alone and a greater sense
of nationalism simultaneousl y increased both indivi dualism and
uniformit y.

Critics have agreed that Marshall McLuhan’s reflections on the effects of

printing on perceptions of space and time have been valuable . Elizabeth
Eisenstein agrees with his ideas that print strengthened notions of
nationalism, th rough the production of maps and political uniformit y, and
individualism . She explains that; ‘to hear an address delivered, people
have to come together; to read a printed report encourages individuals to
draw apart . Marshall McLuhan and Neil Postman are quick to promote the
idea that print allows logical and analytical thinking to occur . To
Postman this is positive, compared to television which, in his view,
promotes ‘incoherence and trivialit y. To McLuhan it has torn us from our
tribal roots and sever ed our senses, and that as such ‘Schizophrenia may
be a necessary consequence of literacy . However, their arguments do not
take into consideration the wider cultural factors, and as such need to be
viewed with caution . Although print makes knowledge more accessible to
all, and has had dramatic effects on our culture and societ y, it does not
necessaril y follow that a literate society is greatl y more knowledgeable
than a non-literate one.

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.

Mender’s theory is related to Jean Baudrillard ’s concept of ‘ hyper reality’.

We can take the 1994 O.J. Simpson trial as an example, where the realit y
reported on was merel y the catal yst for the simulacra (images) created

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.

AN INSTRUMENT FOR SOCIAL CONTROL

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.

They include licensing in advance; censorship of offending material

before publication; seizure of offending material; injunctions against
publication of a newspaper or book or of specified content; requirement of
suret y bonds against libel or o ther offense; compulsory disclosure of

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.

Habermas believed that societ y becomes increasingl y polarized into

spheres of "public authorit y" - referring to the emergence of the state and
associated political activit y - and the "private" - the intimate domain of
private relationships and the famil y. Jürgen Habermas believed that the
development of mass media was a crucial factor in the transition from an
absolutist regime to liberal -democratic societ y. With the invention of the
printing press and then the availabilit y of newspapers and other forms of
printed literature, Habermas claimed the emergence of an intermediate
sphere which according to him is the bourgeois public sphere. This space
will provide individuals with a chance to gather together to criticall y
access discuss and evaluate important contemporary issues of utmost
importance for the people . He claimed that this will resemble the Greek
agora. Habermas claims that t his public use of reason not onl y acts as a
regulatory mechanism over the state, which is now highl y visible, but also
as a catal yst for the replacement of the absolutist reg ime with a liberal
democratic government .

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.

PRINT MEDIA AND MODERN PU BLIC SPHERE

In political behavior, opinion leading tends to correlate positivel y with

status, whereas this is not the case in consumer behavior. So for political
behavior, the general conclusion that the media merel y fixes (confirms)
people’s opinion is not supported. Holland, using experimental
ps ychology, found significant effects of information on longer -term

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.

Thompson does not see ‘mediated quasi -interaction’ (the monological,

mainl y one-way communication of the mass media) as dominant, but
rather as intermingling with traditional face -to-face interactions and
mediated interactions (such as telephone conversatio ns). Contrary to
Habermas’ pessimistic view, this allows both more information and

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).

PRINT MEDIA IN A FREE ENTERPRISE SOCIETY

Although a sizable portion of mass media offerings - particularl y news,

commentaries, documentaries, and other informational programmes - deal
with highl y controversi al subjects, the major portion of mass media
offerings are designed to serve an entertainment function . These
programmes tend to avoid controversial issues and reflect beliefs and
values sanctified by mass audience . This course is followed by Television
networks, whose investment and production costs are high . Mender’s work
has highlighted this particular outlook . According to him, the atomized
individuals of mass societ y lose their souls to the phantom delights of the
film, the soap opera, and the variet y show. They fall into a stupor, or
apathetic hypnosis, that Lazarsfeld called the ‘narcotizing dysfunction’ of
exposure to mass media. Individuals become ‘irrational victims of false
wants’ - the wants which corporations have thrust upon them, and
continue to thrust upon them .

Chapter8

CSR OF JAGRAN GROUP AND THEIR EXECUTION

CORPORATE SOCIAL RESPONSIBILITY OF JAGRAN GROUP IS

ORGANIZED BY ITS VERTICAL COMPANY PEHEL.

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.

1. International Conference on Climate Change

2. HIV/AIDS Campaign with Bihar State Aids Control Society

3. Campaign against Trafficking, Allied Issues and Promoting HIV/AIDS Help

Line Number

4. Campaign on Water Borne Diseases

5. Campaign with ICS on Cancer detection

6. Hero's Project Campaign on HIV/AIDS

7. Health Supplement With Guardian Life Care

8. One DMPA Project with USAID and PSP.

9. Condom Bindas Bol Campaign with PSP-One/USAID

10. Campaign on Pulse Polio with Rotary International

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.

Spicer's (1993) seven meanings of public relations in print media will be

adapted for the research . The research will combine content anal ysis and
framing anal ysis. It will first review research on CSR, CSR and media
relations, and media representation o f public relations. It then will use
several major newspapers such as the New York Times, the Washington
Post, the Los Angles Times, the Chicago Tribune and the Wall Street
Journal to anal yze how they represent CSR . The research may also use
some recent key events such as Enron scandal to make pre -post
examination of media coverage of CSR.

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.

It is also noted that media r epresentatives and public relations

practitioners' perceptions toward some key categories are often
discrepant, such as credibilit y, occupational status and professionalis m.
They hold opposing views about each other, with the public relations
practitioners ranking journalists below them selves. Attitudes between the
two groups differed sharpl y on the role of public relations, and such
values as press freedom, objectiv it y, and balance.

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.

Electronic media require massive global infrastructure, not least to

support access to the Internet and for the hardwar e needed to view
information. The industry hasn’t exactl y raced to be transparent about the
energy profile of the technology behind the Internet – although this is
changing, largel y as a result of criticism.

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.

So there are massive inefficiencies.

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.

So in m y opinion there are opportunities for the print industry to raise a

number of valid questions in defending its CR position . The world at
large is probabl y under the impression that forest products are a ‘bad
thing’, but this is far from the truth . Properl y managed, sustainable
forests are vital to the economies of many countries, creating jobs often in
rural settings where there are few other opportunities for economic
activit y. What is more, well -managed forests are an important carbon
sink, particularl y in the earl y stages of the growth cycle . I’m not
convinced that recycled is always right.

KEY CSR ISSUES FOR THE MEDIA INDUSTRY

Media organizations are in a position to promote creativit y, enable
freedom of expression, encourage good citizenship and act as a catal yst
for communit y activit y – all key elements of the Corporate Social
Responsibilit y (CSR) agenda . Sustainable media organizations will be
those whose work is credible, trusted and reflective of the diverse culture
in which they operate. In February 2004 the Media CSR Forum publishe d
a document focusing on the key CSR issues they believed the media
industry faced. The group recognized this to be a starting point . As a
consequence, in June 2004, 12 media organizations asked KPMG to carry
out a stakeholder consultation and anal ysis . The objective was to help
refine the media organization’s thinking about CSR and provide a
platform for informed debate with some of their interested parties.

BACKGROUND AND METHODOLOGY

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.

KEY CSR ISSUES FOR THE MEDIA INDUSTRY

A version of the diagram opposite was first developed and published by
the Media CSR Forum in association with KPMG in February 2004, and
was an initial interpretation of the CSR issues facing media organizations.
It recognizes the inter-relationship between the corporate and creative
aspects of the media industry and identifies CSR issues for the media
sector as a whole. It does not allude to how CSR should be managed and
it recognizes that the issues are not all necessaril y relevant to each
company. Organisations may approach and interpret CSR in different
ways reflecting their individual culture, brand positioning and the needs
and expectations of their stakeholders.
Media organizations’ social responsibilities arise directly from the
management of the business and its estate . As businesses, their

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’.

Creativel y the implications are much more challenging . Media

organizations can Influence public opinion and taste, and have to respond
to and reflect the dynamic and diverse societ y in which they operate .
These are classified as ‘common issues with distinct implications for the
media’. Those CSR issues which are unique to the media sector arise
from their output which includes news, information, entertainment,
advertising and opinion . These are subject to varying levels of regulation
and self-regulation.

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.

CSR issues common to all sectors Key:

 Privacy
 Environmental
 management
 Suppl y chain
 integrit y
 Treatment of
 freelancers
 Regulatory compliance
 and self-regulation
 Interaction
 Content access and labeling
224
 Responsible
 advertising
 Accessibilit y
 Investing in and supporting staff
 Health, safet y and securit y
 Communit y
 investment
 Corporate
 governance Culturally
 diverse output
 Valuing creativit y
 Human rights in
 countries of operation
 Impartial and
 balanced output
 Transparent and
 responsible editorial
 policy
 Audience needs
 reflected in output
 Creative
 independence
 Informing public
 opinion
 Transparent
 ownership
 and practices
 Social and
 environmental
 issues promoted

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 .

Glossary of key CSR issues for the media industry

There are no commonl y agreed definitions for the key CSR issues
identified by
the Media CSR Forum and the stakeholder consultation . Listed below are
the Definitions of the CSR issues, as interpreted by the Media CSR
Forum. An organization’s management of the negative impacts that
products categorized
as entertainment or gaming may have on users (e.g . Cultural
homogeneit y, violence, problem gambling etc) . Maximizing the positive

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)”

Global Media coverage of Corporate Social Responsibilit y and

Sustainable Development . To further clarify the picture on the role the
global media play in portraying CSR and SD initiatives, the ‘Good News
and Bad’ report was used . According to this report: ‘Progress with

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

LIST OF MAJOR EVENT UNDERTAKEN IN TWO YEARS BY

JAGRAN GROUPS AND PUBLIC OPINION.

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.

2. World disable day. Patna (13/12/2009)

3. On World Disable Day, A Fancy Dress Competition was organized at

Ashadeep Rehabilitation Centre, Digha on behalf of dainik Jagran, and Patna. Not
Only Deaf & Dumb Children participated But astonishingly, the Mentally retarded
Children displayed some Special Features.E.g, Hanuman, Beggar,Todays Youth,
Modeller, Love-Marriage, Hawkers, DJ Etc.Alongwith the Children & the
Institution, the Parents were very much excited & extended their heartfelt gratitude to
the Print Media for promoting & motivating the handicapped children.

"ANTI POLYTHENE RALLY"

Jalandhar--16/02/2009

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.

Kuch Baat Hain Ki Hasti Mittee Nahin Hamari

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.

1. J.K.No.1 - Mega Award Night

2. Seminar under JJC & Essay Writing

3. Seminar under JJC & Essay Writing

4. Sapath Patra - Survey Form

a. Seminar under JJC
5. Slogan Writing

6. Candle March

7. Canter Move at Dhanbad Town

8. Seminar under JJC, Signature Campaign & Slogan Writing

9. Slogan Writing &Prize Distribution of Essay Competition

10. Ramnavami Celebration - Sharbat Distribution

11.Land donations campaign for Primary Schools in Bihar with Bihar Education
Project (BEP), Government of Bihar.

12.Campaign on Pulse Polio with Rotary International

13.Condom Bindas Bol Campaign with PSP-One/USAID

14.International Conference on Climate Change

15.Breakthrough Campaign on the Rights of Women Infected from

HIV/AIDS.

233
LIST OF MAJOR EVENT IN JHARKHAND.

1. Anand Mela - Jagran Stall - Entertainment Quiz Contest

2. Eye Donation Awareness Programme
3. Eye Donation Awareness Programme
4. Swain Flu Awareness Programme
5. Bharat Raksha Parv - Rakhi & Greetings Competition

6. JHARKHAND KE NO 1

7. International Youth Day Celebration - Seminar

8. World Environment Day - Tree Plantation

Chapter 10

FINDING, SUGGESTION & LIMITATIONFINDINGS

234
  Identify the classifications of newspapers and magazines available
to Canadian advertisers .

 Explain the advantages and disadvantages of newspapers and

magazines as advertising media .

 Assess the considerations and procedures involved in buying

newspaper and magazine space .

 Understand the basic terminology used in newspaper and magazine

advertising.

 Assess the influence of technology on the print media.

 Print media plays an important role in social awareness through

information, education, entertainment and advertising.

 Print media plays a significant role in Rural and Urban Growth.

 To provide a forum for discussions on all print media issues which affect its
members collectively.

Suggestions

 Media has obligations to fulfill to a democratic societ y in order to

preserve freedom .
 Media should be self -regulated.
 Media should have high standards for professionalism and
objectivit y, as well as truth and accuracy.
 Media should reflect the diversit y of the cultures they represent .
 The public has a right to expect professiona l perfor mance .

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

With the increasing number of people getting their information from

online sources and the ever -present availabilit y of television, print
media's readership is becoming more and more limited for many
publications, according to AllBusiness.com . This drop in readership
among newspapers and magazines means that the message being sent out
through the print media has less impact simpl y because fewer people see
it. A large portion of print publications have launched online versions in
order to compete for readership and maintain advertising revenues .

Unchangeable

Once an article, a piece of advertising or any other information is printed

on the page it stays that way permanentl y . The print media is locked into
what they publish and cannot make changes in the same way that
television and online sources of information can . This is especiall y
limiting in the news portion of the media . Quickl y changing stories must
remain as they were printed and the news publications must wait unti l the
following edition to print updates . Television and online media can
update developing situations instantl y .

LIMITED LIFE

The print media has a limited life on the shelf, according to

MediaMiser.com. Newspapers are considered irrelevant after a si ngle da y

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

Print publications typicall y feature content on a wide range of topics .

There are niche magazines and trade publications that tend to cater to
specific demographics, but many newspapers and magazines cast a wide
net and try to obtain readers from many walks of life . This may help
readership in some publications, but the advertising in these publications
are more limited because they may not be reaching the specific people
who the advertisers wish to communicate with .

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:

Marketing Management by Philip Kotler . 13th Edition, pg. 480,497,500,602.

Magazine

Yojana, About Print Media . April Month,page no.17,27&37 .

Prati yogita Darpan, Indian Econom y Page no.95,107

News Paper

The Times of India, Article on Future prospect of Print media.

The Hindu, May first week editorial on Print media .

Amar Ujala

Website:

WWW.Jagransolutions.com . about event management by jagran group

www.jagranpehel.com . about CSR.

www.dogpile.com, Impact of Print media, 11jun

www.icar.ac.in, Responsibilit y of print media, 10Jun.

www.google.com , Articles name -overview of print media, role of

print media, CSR of print media, 27 may, 4 jun, 7jun.

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".

Of course, the transmission of news and propaganda was not instantaneous

as it is today. According to Roy Porter in English Societ y in the
Eighteenth Century, the voyage between the nati on's two largest cities,
Norwich and London, took fift y hours . For news to travel between the
English Parliament in Westminster and the Scottish Parliament in
Edinburgh, it took nine days, weather permitting . There were primitive
letter carriers, messeng ers, and foot -posts, but not enough of them to
allow for dail y delivery to most parts of the country . Carriers could
generall y be accessed in front of a town's major inn or alehouse on a
specified day every other week . As political ferment grew, townspeo ple
found these inns and alehouses festooned with the pamphlets and
broadsides of the government officials and the proletariat alike ---
delivered to these local venues from around the country .

The common trajectory of a printed tract began in London where the

twent y formall y licensed printers who, during the time when censorship
laws were enforced, were the onl y authorized pu blishers of the printed
word. The content and st yle of which was made to propagate the stabilit y
of the reigning power and the acqui escence of its subjects . Of course
there were far more than twent y printers in London; by the beginning of

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.

242
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 .

At an absolute minimum, 30% of the male population in the countryside

could read, while in London, male lit eracy rates were upwards of 80% .
Even in the lowest classes, probabl y over 20% of husbandmen, natio nall y,
could read. This level of literacy sufficientl y allowed the messages of
printed pamphlets to spread to all corners of the country . Even if the
actual pamphlets could not be read by everyone, the ideas and information
were sure to be spread orall y.

Before government enforcement of censorship crumbled in earl y 1641,

more or less rigorous censorship laws belied all t ypes of communications .

243
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:

244
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:

England's petition, to her gracious King,

That he Arminius, would to ruine bring

Who by His doctrine, priuie plotts and hate

To Verit y, doth ruine Church and State ( EP 53).

The mud-slinging incited reactions . Many pamphlets were written in

response to other pamphlets, bearing such titles as: "A Witt y Answ er," or
"A vindication to a foolish Pamphlet." The interactivit y that emerged
among pamphleteers resembles on a small scale the interactive,
hypertextual network of voices that accounts in large part for the
prosperit y of the net . One might argue that the spirit of democracy
demands this system of checks and balances wherein each individual is
capable of attacking, defending, and modifying his and others' statements .
Interactivit y was tenuous among pamphleteers of the seventeenth century
because they coul d not possibl y create a lasting link between the response
and its impetus --- a shortcoming of the medium itself that has been ampl y
accounted for by digital technology.

245
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:

(1) the Impeachment of Sir Thomas Wentworth Earl of Strafford, Charles'

right-hand man,

(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.

SCOPE OF CAREER IN PRINT MEDIA IN INDIA

Contrary to expectations, the popularit y of the Internet and television has

not maligned the importance of the print media in India . It is still one of
the most respected and trusted source of information for the public and
continue to play a vital role in generating and shaping public opinion in
the country.

246
 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 .

ELGIBILITY FOR CAREER IN PRINT MEDIA

Candidates with a bachelors degree or postgraduate diploma in the filed of mass

communication or journalism are eligible for the admission to this course and for a bright
and promising Career in Print media . Nearly all the newspapers in India offer
good job opportunities in various sectors for the fresher as well as the experienced
candidates.

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

247
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.

These newspapers have their news correspondents at the District, Sub -

Division headquarters and also in small towns to get latest news .

National newspapers like Tim es of India, Hindustan Times, The Tribune,

Indian Express have posted their reporters here for collecting all local
news.

These newspapers are disseminating news and information to the people

and are a great source of media to educate the people in the m ethod of
performing their civic dut y. They are also playing a very positive role in
strengthening the bonds of communal harmony and adopt an attitude of
restraint in projecting views involving communal tension and disturbance.

ROLE OF NEWS PAPER IN SOCIET Y

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

248
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 Indian newspaper industry has passed various stages of evolution to

reach the status that it enjoys today – that of a leading press arena in the
world. There are hundreds of newspapers that reach out to the people of
this vast country in enormous numbers every morning . A t ypical Indian
dail y newspaper is the staple diet for a typical Indian, bringing him/her
news from all over the globe . Since dail y newspapers succeed in
attracting more readerships, an Indian dail y newspaper is the order of the
morning for eager news hungry readers across the country . By garnering
an increasing number of subscribers in the form of readers, newspapers
clearl y reflect the individualit y of a reader and the country as well . The
growth in the circulation of newspapers in the country results in the
overall economic prosperit y of the country, elevating it to higher levels .
An Indian dail y newspaper strikingl y plays a significant role in the
structural shaping of the country’s economical development . In fact, the
newspaper industry of any country for that matter spreads knowledge and
awareness amongst the people by propagating itself as a medium for a
wide area of topics such as politics, sports, social issues, medicine,
entertainment, advertising and marketing and so on . These factions gel
between each other on paper to rope in prosperit y for a country by cashing
in economic prosperity.

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

249
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 .

This view of the influence of the media is elaborated on i n what is called

‘Cultivation Theory’ . Cultivation Theory holds that the popular media,
such as television, has the power to influence our view of the world and it
is “primaril y responsible for our perceptions of day -to-day norms and
realit y” (Infante, Rancer & Womack, 1997, p . 383). Television, in

250
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 .

‘Cultivation Theory’ is not without its critics, particularly those who

argue that the capacit y of the mass media to shape our thi nking is
exaggerated. Another explanation of the influence of the media, ‘Agenda -
Setting Theory’, places somewhat less emphasis on the impact of the
media on public opinion and more emphasis on what issues are actuall y
covered in the media (Dearing & Roge rs, 1996). Bernard Cohen was one
of the earliest authorities to pick up on this in respect of the print media
when he stated “the press may not be successful much of the time in
telling people what to think, but it is stunningl y successful in telling its
readers what to t hink about”.

It is likel y that both theories or explanations of the media’s influence

describe, to some extent, what actuall y happens . The media can and often
does decide what is reported, and these stories, in whole or in part, are
assimilated and accommodated into the emotional fabric and cognitive
structures of individual readers and viewers . How the media chooses to
report and to comment on those events and issues will also have an impact
too and will inevitably influence the thi nking of many.

251
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) .

252