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