In view of a rapid growth of the print and electronic media in recent years, Odisha must be specifically complimented for having a vibrant and assertive media which acts as a watchdog of the public interest. Change is always inevitable. With the invention of new technology in the media sector the changes occur in the dissemination of information. When we talk about the advancement of communication process, it obviously means the changes in technology or the mass media sector.
In every sphere of activities human beings always need change. Development is positive in character, but change is a precursor for development. In the development process, when changes occur, it is the role of media to inform the people about the change; so media itself does not bring change, rather media works as the catalyst of change. Its main function is to facilitate the changes for development.
When the flow of information changes, it leads to the change in communication process as a whole, which ultimately leads to the social change. But now a days some of our media people are doing paid journalism. As a result, people lose their faith in media.
The present time is the time of social networking. It started with the advent of Email, which in 1975. Since then social networking has advanced much. Even though social networks can have negative effects such as wasting time, it has become indispensable. It helps people to communicate and remain in contact with friends in a much easier way.
Social networking does have negative effects as well, but they are nothing compared to the advantages of using it. The social media and mass media can reduce the amount of face to face socializing and replace it with online interaction.
Change in the society does not mean social change only. It also includes economic, cultural and technological changes etc. Mass media consists of four types of media, i.e., traditional, print, electronic and new media. The traditional media is the best media for the rural people who think traditional media as their own and the rest media as external. It is the best possible medium to inform the people on the change of society. To bring change in society media personnel must be truthful and adhere to the principle of objectivity. A good journalist should avoid topics in which they have a financial or personal interest that would provide him a particular benefit , as that interest may lead to bias in his reporting.
Accuracy is an important standard to determine the quality of the news reporting. It is sorry to say that the type of accuracy in print media maintained these days appears to be dismal. Electronic media is very much accurate in the subject. The media people need to follow the 5 Ws that is, WHO, WHAT, WHEN, WHERE, and WHY, in information-gathering and filing a news story. But many of our media people are not following them. Perhaps for that reason people are pointing a finger at media.
The best possible way for the society is to combine all the mass media into one super media and use the same for the well-being of the society. The proper media mix is necessary for betterment of society. The most important function of media is that it should follow the change the society is undergoing and urge the people to follow it.
In the conclusion, it can be said that media as the watch dog of is deviating from core issues and there is a need for all media people join hands to check the digression and build the nation.
(The writer is a columnist based at Khordha; Ph: 63706 75562)