inaugural

Slide1: 

Communication for Social Development Politics of Development Communication CMS Presentation At CMS Symbols, University of Hyderabad, Andhra Pradesh November 1 - 3, 2007

Slide2: 

Social Development–A Communication Perspective Development is more often measured by “popularity” and market indicators - not by attitude & behaviour Development Communication is quite often limited to awareness, “campaigns”, reach, access No process view or concern for effects; Showcasing is the priority, not sustaining aspects Behaviour change is advocated more with monetary incentive or media coverage and VIP lead, top-down oriented, and more to “influence” Extension services/ network of field functionaries is not specifically skilled or oriented and linked Development Communication is more mass media centric, with hardly any research support – pre or post So much effort, resources, discourse in the name of development, with no commensurate outcome

Slide3: 

Media & Myths As development communication is media centric and since media sets the public agenda, we need to understand its role, stature Growth, is not ‘expansion” without equity – 1/3 continues to be outside mass media Selling brands, is the priority, not social change– complicity with powers Media no longer social institution, they are corporates & conglomerates What instantly interests & what is in the long term interest of people is not differentiated As rich are becoming richer…already informed are the ones informed more Has the boom helped social development?. What efforts are being made?

Slide4: 

Paradigm shift is power shift Not viability but profitability goal; not service to consumer, but “product” view No longer subscriber driven, but advertising No longer journalist or editor driven, but of manager to maximize profit Concern is not so much citizen and community, but consumer & market Distinction is blurred between news, views and ads; and news & entertainment

Slide5: 

“New gatekeepers”….Best allies Who sets the priorities and preoccupation of media; key players of complicity Advertisers & Ad. agencies Market Researchers & Media Researchers Media planners and media audit firms Public relation corporations They work in tandom, serve each others interests and together of market Their agenda is common; civil society matters so little No regulator; no healthy competition New Gatekeepers. Shift in the Paradigm is too Obvious Who sets the priorities?

Slide6: 

Effects, anyone concerned? Has Power of media increased in the context of social development? Impressive on “markets”, not so much on “society” - are they same? “Positive” effect on markets, more often negative on society And, less where it involves attitudinal and value changes Scare & scandals have more pull power; common denominator approach Imitation effect, mimicrying, copycat tendency of media…implications Awareness more, behavioural change less

Slide7: 

Emerging trends… not pro-social development Monopolizing - a threat; conflict of interests… sustaining mass markets… Cross media interests – 30 to 12 to 8 control of 85% Conglomerates, big becoming bigger and global & centralized In the name of choice and despite competition, more of the same, whither plurality? Benchmarks, yardsticks are of brand promotion & for market Individual life style rather than community or equity is the concern Increase in quid..pro-outlook of media, no transparency in the process

Slide8: 

Missing link ….critical one, research It is more media and advertising research, hardly any communication “Reach”, “exposure”, “access”, PR are the concerns, not change or impact Mostly sponsored & supportive, not independent or neutral research Sender dominated research, not process based; “influence” is the concern Newer technologies, new regulatory environment calls for longitudinal and effects studies Academic back up lacking with concern for basics, research skills and innovation; corporate PR & ad priority; no interdisciplinary nature Research is limited to “instant viewership” or “masthead exposure” and that is pushed as yardstick

Slide9: 

The Way Forward Independent research as a means for correctives and advocacy and action; time series studies with design for effects Sesitising social networks – with analysis, perspectives, implications, alternatives/ options. Linkages – between benchmarks, priorities and outcomes; new technologies Education with concerns and strategies – to come up with effective ways and means of sensitizing, academics as a proactive route, linkage with formal education Activising citizens, communities and civil society groups with analysis, implications Participative research, empowering and enabling people for information equity Interactive and decentralized media for a supplementary and supportive role Significance of symposia and professional meets, independent ones like this

Slide15: 

“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