Sunday, 26 March 2017

Media, Culture and Society: IIMMDELHI

We live in what sociologists call a mediated culture - a culture in which media creates the culture in our society as well as reflects it. We are constantly bombarded with media messages in the form of advertisements, billboards, magazines, movies, etc. Our culture is highly saturated by the offerings of mass media.
However, this saturation is very recent. If we were to look back only a few decades ago, we would find that radio, newspapers and even the most loved medium at the time, the television, were operating on the values of our society at that time. Our media mirrored and was highly influenced by our moral values. Television shows and films were often family-oriented and advertisements were dictated by the acceptance levels of our culture. In a way, our culture and society controlled the media. The plethora of reality shows that we have running today on our television sets would never have been tolerated by the TV-viewing population of only a little over a decade ago. Today the internet and the social media platforms that it offers make it possible for commoners to have celebrity-like popularity or status or attitude, almost replicating a reality show.
Media also has played a significant role in cultural diffusion – spreading a cultural trait from one place to another. In India, for instance, “Salwar Kameez” has gained acceptance in several parts as a result of mass media. The Hindi language has been spread throughout India because of Hindi cinema and Hindi songs broadcasted over radio and television. “Ramayana” and “Mahabharata” are familiar concepts to almost every Indian irrespective of religion or region – a clear case of cultural diffusion by mass media.  
During the last leg of the last century even when media’s availability and dominance was less dense and less widespread, it was employed to propagate or limit any issue or discussion. This usage of media remains more or less the same even today. This is done through, for instance, a news item or an issue that the media takes up and presents through a filter depending on the owners of that media unit. This outlook falls under the “class-dominant theory”, one of the major sociological perspectives on media, where sociologists believe that media reflects the views of its owners which are an elite minority. On the other hand, another group of sociologists focus more on how the audience interact with the media, what meaning they associate with it, and what interpretation they make. This group of “culturalist theorists” believe that despite an elite minority that controls the media, people arrive at conclusions based on their personal experiences, identities, background and knowledge. 
There are several theories contemplating on media role in culture and society. Whichever perspective or theory one chooses to believe, it is undeniable that media has undergone a drastic shift from exemplifying society back in the day to shaping society today. In more ways than one, media can be considered as the single largest influencer on today’s culture.

Mass Communication Courses, BJMC Courses, International Institute of Mass Media offers the following courses :

4. Post Graduate of Diploma in Broadcast Journalism

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Tuesday, 21 March 2017

Impact of Social Media on Students: IIMMDELHI

In the last decade, social media has gained immense popularity globally and a majority of its users are young people, many of them students. There are innumerable positive and empowering things that social media allows one to do or access, however, it is important to note that like all technology, social media has its negative effects too.

One of its major negative effects on students is the fact that students who spend more time posting and interacting online lose touch on real human contact. The advantages and benefits of online communication that social media or any technology offers cannot overshadow the value and need for real face-to-face communication and socializing - the lack of which reduces the students’ ability to face the real world. Many employers complain about the lack of communication skills among fresh graduates. Also, students tend to use social media slang and shortened forms of words, thus, failing to have a strong vocabulary and losing touch with their cultivated spoken language and writing skills. 

Often students are on multiple social media platforms or social networking sites, and they constantly juggle between updating each and studying. This reduces their attention span and ability to focus, and brings down their grades. Social media also gets a huge share in their daily timetable and instead of studying or researching for their papers, students end up looking at their smartphones and fail to deliver academically.

A lot of social media usage also has adverse effect on the physical and mental health of the students, but the signs of distress are often ignored or go unnoticed. Social media negatively impacts the quality and patterns of sleep, motivation, and confidence of students. When students look at the pictures of their peers who are doing well or enjoying their life, they experience a pang of jealousy or a hit on their self-esteem.

However, if students can bring in personal discipline to their use of social media, it can positively influence them and their academic life. Social media offers a platform for everyone to share and express themselves, and this serves as a great opportunity for students to build their confidence and share their thoughts and feelings, and learn to take responsibility for their actions, thus creating a sense of responsible independence. Through regular updates, social media also shows the students what is out there for them, what to expect of the world, and the changes that they must be prepared for.

Social media can be a great tool to exchange ideas, knowledge and learn from diverse people and learning outlets. It smoothens access to knowledge and helps students learn new things and socialize and network online - this is all part of growing up, socializing, and learning to become an adult in the world.

If care is taken about the overuse of and addiction to social media, it can serve as a great educational medium for students and positively impact their potential and ability to lead a productive, successful, and healthy life.

To study the Mass Communication, IIMM offers the following courses :

  1. Bachelor of Mass Communication
  2. Master of Mass Communication
  3. Post Graduate Diploma In Advertising & Public Relations
  4. Post Graduate of Diploma in Broadcast Journalism
Students at IIMM DELHI

In a pioneer & premier institute, International Institute of Mass Media in Delhi

Sunday, 19 March 2017

Negative effects of social media on student’s academic performance

The digital world has widened the horizon for the student of today. Levels of knowledge,
sources of information and access to facts and figures are all now available at the drop of a hat or are at the fingertips of any internet user. This is the tremendous strength of the internet and the digital world. What would take an age to do can now be done in an instant as far as news gathering, collecting of information and research is concerned.
The digital world has also opened another dimension - the social media. There are various ways and means available for connecting with people and remaining in touch with each other. Things are so instant that regular updates are required and we need to be logged in constantly to know what’s happening to others.

The urge to be there with the latest and to know the latest has taken over the whole world especially the younger generation.

But one wonders whether this is a boon or a bane?

Everyone is so involved in knowing what others are doing and what is happening to the others that they lose track of what is happening to themselves. They live in another world forgetting their present. For them what is happening outside is more important than what is happening in front of their eyes.

In all this the biggest area where the younger generation suffers is their studies. Social media, its features and usage distracts the students so much that they do not pay attention in class or lectures. They are always busy communicating on their mobiles or laptops trying to get the latest about their friends and acquaintances. Even outside the classroom they are so busy with Facebook, Twitter, Youtube, Instagram etc. etc. that everything else takes a back seat. Presence on the social networking sites is the most urgent task at hand. Other than lack of attention to what’s being taught we find that they are not receiving and understanding instructions and fail to meet deadlines or keep to a schedule. Other activities keep them so busy and involved that academics takes a back seat.

Related to this is also another factor that I mentioned in the beginning. Since it is so easy to get information and knowledge the younger generation relies on this and is unwilling to ‘waste time’ in attending classes or listening to lectures. There is so much more to do so and ‘internet’ will help us with our academic work in any case - is their thought process. This further encourages them to do the ‘other’ urgent work while in class because they have a back up available as far as studies go.
The priorities of the students have changed and in all this studies do not feature very high in their choices. Keeping up with friends and announcing your smallest move or emotion to your friends is the ‘in’ thing and remaining updated with the activities of our social circle is most important.

This change in emphasis has definitely affected the academic commitment and performance of the majority of students and the casualness shows in their understanding and comprehension of subjects and concepts. This lack of depth then carries on to their workplace also but let’s leave that discussion for another day.
So what we see nowadays is how the usage of social media and habits related to it are changing the student of today.

To study the Journalism and Mass Communication, you can look for the following:

  1. Bachelor of Mass Communication
  2. Master of Mass Communication
  3. Post Graduate Diploma In Advertising & Public Relations
  4. Post Graduate of Diploma in Broadcast Journalism

In a pioneer & premier International Institute of Mass Media

Friday, 17 March 2017


The press and media are called the fourth estate, not for no reason. Society, they say, is made of three tiers – the lower class, middle class and the upper class. And, press and media form the fourth pillar. Just by this definition itself, what comes across is the huge responsibility or the onus that is on this one pillar. The function of acting as a watchdog of the world and taking into account each and every nuance that happens here and now.
With time, we have actually witnessed the great influence that the press and media yield on society. This institution is said to have the power to make or break governments, even. This can safely be said to be true to a certain extent at least. What is written about in newspapers and magazines or what is shown on television or heard over the radio, has an enormous reach.
Whatever one hears of print media going out of style or fashion with the raging popularity of the internet, people still pick up their morning newspapers and begin their day thus. News channels still log in high viewer’s ratings and even home makers and the elderly are said to be glued to their TV sets for their daily quota of what is hot, what is not, in the world.

Due to this viewership and reading habits, whatever is written in the newspapers or spoken about on TV touches the hearts and minds of a very large number of people. What is best about this modicum is that people actually believe in the stories and items in these. Very rarely do you find someone rubbishing what is written about in a newspaper of repute or is shown in the news bulletin of a good channel. Mostly, what is given out in media is accepted by the public as the truth. Which is what gives it a great deal of credibility. And value and worthiness. That people take it as the gospel.
This is also why news exerts a lot of influence on society. Since we are bound to it as the true picture of any given event or scenario. This implicit trust and faith that society has in the press and media plays its role in the circle of things. Due to this, press and media are given the responsibility of being true to whatever it is that has occurred. To not make it up in any which way. To not glorify or under narrate it or its importance.

Since each and every person cannot be present all over the planet earth to witness all that is happening, we rely on the press and media to act as our eyes and ears to do so. When media is responsible and responsive to our belief in it, we pay it back by fully backing up what is shown to us by them. We blindly follow the press and media, at most times.
Responsible journalism also means substantiating stories with relevant quotes and remarks from people who make a difference or who mean something in the storyline of the item. When such is the case, that news reports have suitable people giving their reactions to it, the story becomes all the more credible and newsworthy. Its value goes up multiple times. So does the influence it has.
We also know that seeing is believing. When we watch something first hand on television or see people related to the given story talk about it, it actually becomes very real for us. The same holds good when we read a well written or a creditable news item. Its image is very real, very trustworthy for us. It seems to us that we may well have been at the scene of action, ourselves. Such becomes our trust in the system which brings such pieces of news to us.
Our trust and our faith solidifies when we read or see more and more news stories which are true and actually happening. Over time, there are certain newspapers and news channels which have become so adept at covering the real truth of the matter in almost all cases which they have covered, that we believe in them totally. They form the basis of our perspectives on any given matter – be it social, political, moral or whatever else. In such events, we can really and forcefully say that press and media really and truly do have an undeniable influence on society. Their word, on any given matter, is our word. It is our voice which they speak. Their views and opinions are ours. We live our lives through the words they express about issues which are important and even those which are not so important to us. Whatever else happens, it cannot be reinforced enough number of times that the onus is on them to never break this fine thread of trust that we have in them. That is their real acid test. That they stay true to the lives and times we live and breathe in.

To study the Journalism and Mass Communication, you can look for the following courses:

  1. Bachelor of Mass Communication
  2. Master of Mass Communication
  3. Post Graduate Diploma In Advertising & Public Relations
  4. Post Graduate of Diploma in Broadcast Journalism

In a pioneer & premier institute, International Institute of Mass Media

Wednesday, 15 March 2017

Risks to Media Integrity – One Perspective

The debacle of 26/11 in Mumbai seems to be haunting us for more reasons than what seems apparent. So many mistakes and so many lessons learnt. From all the churning has emerged some issues not even remotely related to the security issues but definitely indicating lessons to be learnt.

Media, its role and responsibility got questioned. Who is the media working for? Who is it responsible to? What role should it play in society?

Media is to provide accurate and unbiased information to the citizens or the public without having any interests political or commercial interests. So in other words it is only a means to an end. The public is to be served to complete their needs for information and knowledge but in no way is the media to add its own colour to any existing issues. The concept of unbiasedness is of prime importance.

But in today’s scenario this very role of media is under question. In our own country commercial and political considerations are undermining the integrity of the media. Personal gain and profits are the overriding factor in policy decision making of most media houses. Each media vehicle be it a tv channel or a newspaper or a magazine is a commodity or a product for the owner and

what do we do with products?

We market them. We follow the tenets of marketing and promote it like any product or brand. For this we have to understand the tastes and preferences of the consumer and fit the product into theirs likes and dislikes. Our product has to sell any way whichever.
This has changed the face of the integrity and ethics of the media. In getting more popular and in trying to be the favourite with the audience most media are structuring themselves differently. The prime consideration is attracting eyeballs which in other words are terms like TRPs, readership, viewership or listenership. In trying to reach higher in the preference rating of the user the ‘unbiased’ criteria is lost.

Media will show what it thinks will be liked or what is sensational and will excite people. It may not necessarily be 100% relevant or of prime importance. Other more urgent but less popular messages can get neglected or over looked because they may not ‘sell’. Also the colour given to the information and news may not be accurate and may be actually harming the interests of some important sections of people.

So the role of media is changing. It is no more for disseminating information and knowledge in a fair and balanced manner but it is reaching out to the people in society for winning a personal race.

Hundreds of tv channels, thousands of publications in the media environment today. How do they remain in business and how do they ensure that they their commercial interests are safe? The answer to that is that they give in to the pressures of business and start running the race of being the number one. Setting ethics and integrity aside they need to have political affiliation and support and need to be exciting and sensational to remain running in the race leave alone winning it.

This is one of the greatest risks to the integrity of the media. They work with a different set of values and have a different objective to achieve – very different from the original responsibility assigned to it.

This is why the media was reporting the latest onsite developments in the 26/11 incident which was available to the terrorists instantly and was actually detrimental to the operations of the security forces. The opposite side already knew what was planned and this weakened the action of the forces.

To study mass communication courses.

Monday, 13 March 2017

Role of Mass Media in Education in India

Marshell McLuhan said “Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either” There are a few questions that stay wedged in our mind while analyzing and decoding the relationship between media and education. What impact media has on education? How media is contributing towards radically changing world? Is media an important tool to educate the masses for better economic, social and political development of the state? 

Education and media together form a society, human ideology and intellect; they are an integral part of learning. Hitherto, mass media is an imperative part of educating the society, spreading awareness and informing the masses promptly and inexpensively. 

India is an underdeveloped country and has always been exposed to struggle, famine, poverty, racism, illiteracy and backwardness, it is therefore the need of the hour, that modern ideas be brought,  education to reach every individual and human consciousness to be amplified.  The media has a great deal of responsibility here, it acts as a main source of education through which education is supplied to masses. 
Social reformist Raja Ram Mohan Rai, was the owner of the newspaper called ‘Miraat-ul-Akhbar’ which highlighted issues like sati, child marriage and widow re-marriage.  Films also played a crucial role in bringing up some of the hidden yet crucial issues faced by our country for example directors like Stayajit Ray, Ritwik Ghatak, Mirnal Sen, Mira Nair &c. have picked up bold yet needed subjects, to awake and aware the masses. Radio on the other hand has always impacted the rural and semi-urban population, farmers; labour-classes and economically-backward section of the relied on the radio to get substantial information and update. But nowadays, with intervention of the private channels, Radio has attracted the youth and neglected its old listeners. Television has also been through continuous turmoil and revolution, there is no doubt about it that television is responsible for both information and misinformation. Considering its content these days, it can easily influence the public in all the wrong ways, soap-operas and reality shows are playing the role of monsters attacking our brains ruthlessly.  News channels are conducting slanted debates on frivolous topics, to increase the TRPs and popularity, these channels choose to drop their conscience and code of conduct. 

For thin student will pursue the following courses in media, like bachelor of Mass Communication & Master of Mass Communication, Post Graduate diploma in Advertising & Public Relations, from any premier Institutions / Universities.  

Paid news, selective blackouts of news events, massive reduction on news gathering from the spot and reporting without analysis are among the key challenges before the Indian media. Another defect is that media often twist facts and figures and portray wrong issues as really issues. Hence, all the people-including youth and children are faced with a piquant situation. 
Our country is going through a transitional period, where there is a shift from a feudal agricultural society to a so-called ‘modern industrial society’. Where media is the centre of witnessing and upholding this major transformation and therefore has to realize its goals and responsibilities urgently. Media needs to address and attack the feudal ideas like communalism, casteism, crime against women and children and promote modern scientific ideas. 

Thursday, 9 March 2017


Time was when the ability to write and to speak in a public forum were considered the Good God’s gifts to a person. It was a talent a person was blessed with, and one could only develop or hone it further as life progressed. These perceptions have changed over time. In fact they have taken a complete 180 degrees turn. Now, the thought processes of those in the know are that writing and speaking and such related crafts can easily be taught to those who wish to learn them.
Herein lies the importance of media education. Via this mode, all activities which are taken as part and parcel of media – can be engrained in the minds of eager beaver students who want to be writers, reporters, editors, and the like. This is the beauty of media studies. It has brought these kind of subjects within our reach even when we are older. They are no more the exclusive right and property of those who were born with the knack for them.

You just have had to be writing long paragraphs right from the time you were three years old to be considered a writer. Or poetry just had to ooze out from your lips just when you learnt to speak the alphabet for you to become a poet or a lyricist later on in life. Or you just had to be a naturally gifted speaker who could rattle off stories when two to be able to become a news reader or an anchor. Or you had to have a very sharp and trained eye even as a small child for you to take up photography or become a film director. Thankfully, these days are over. It is becoming more and more accepted that one can pick up such traits if you so desire by enrolling in a good media education school or institute

Say, even two to three decades ago, media institutes were far and few. And, people had questions about those which did exist. Can you teach public speaking or announcing or anchoring to anyone? Should one not have the natural gift of the gab to be good at this? Or can writing poetry really be taught? Is the power of the pen not given as a blessing to a few by the good lord himself? Or can one actually pick up the traits of good photography or film shooting? Does it not just come naturally to those of us who are inclined towards it? What do you teach at media schools? Does it really help in enrolling in such institutes or is it just for the plain benefit of getting a good placement from the institute? Such questions were constantly thrown at the management staffers of media institutes by parents and students alike.

Rest assured. All such queries and doubts have been answered suitably. Now, even writing and public speaking are taken as some sort of a science by some of us. They are something creative, too, no doubt. But also talents which one can acquire the tact of with good teachers and members of the faculty who act as our mentors and guides in this process. The importance of media schools is steadily on the rise. And, so are their numbers and obviously enough, the numbers of students wanting to enroll in them for media studies.

Study Mass Communication Courses:

It is known that the fourth estate, or media, is extremely functional and very versatile. There are many who want to be party to it. They want to be included in this vehicle which brings about change to our society. Media is responsible for educating the classes and the masses in so many different aspects of life. And, there are teeming masses of young students who really wish to join this brigade of media personnel to help bring about positivity in our outlook to life. For this, not all of us have learnt to write realms and realms of stories and poems as children. Joining media is a career choice that a lot many pick on when they are in their mid or even late teens or so. There is good news for those who want to learn to write, report or edit, or even join in crafts like television or films. Age is no longer a restriction in choosing such a career.

It has been touched upon before that one can learn the tricks of such crafts, via the mode of media institutes. And this too, in such a manner that one can make a livelihood out of such professions. They are no more past time or extra-curricular activities which one undertakes to enhance our personalities. Now, such work comes as full time job options which are even high-paying and can beget those who partake in them good and luxurious lifestyles. It is no more that the typical image of a journo is of one carrying a big bag with a big bind running around streets looking for story ideas. The journalistic class of people, too, are very classy and respected, and earn hefty pay packets.

Media is a very viable career option. Such thought has sunk into all classes of people. Media studies are subjects which can be taught in a classroom. This line of thinking, too, is very well accepted now. Hence, the importance of media education is now sky-high. Be it electronic or print media, both, are very highly respected career modes. One can truly say that media education has come of age. It has truly found its rightful place of pride in the sun.