NCERT Class 7 Political Science Chapter 6: Understanding Media YouTube Lecture Handouts

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Link B/W Media & Technology

• Media: Plural form of ‘medium’ - various ways through which we communicate in society – means of communication

• Mass Media: Media that can reach masses – TV, radio, newspaper

Technology

• Technology that mass media uses keeps changing

• Newspaper, TV, radio – reach masses

• Print Media & Broadcast (widely transmitted) or electronic media

• Now to internet

• Technology getting modern – improve sound and image quality

• TV images travel by satellites & cables

• Sitting in India – see a storm that hits USA

• TV has made the world closer & smaller

Cost

• Some technology are expensive

• Lights, cameras, sound recorders, transmission satellites

• Newsreader in news studio – camera & light

• Mass media earns money by advertising different things like cars, chocolates, clothes, mobile phones etc.

Media & Democracy

• Provide news & discuss events (e.g., crackdown on polluting factories & closure of factories cause unrest)

• Write letter to minister

• Organize public protest (large number of people come together), signature campaign

• Ask govt. to rethink its program

• Independent media – no one should control and influence the news coverage, reliable information and is not biased

• This is not reality. Why? Control that govt. has on media (censorships) – Censorship occurred in emergency 1975-77

• Govt. censors the film but no censorship on news – still no balanced story is provided

How TV Works

• Window to the world

• Earn from advertisement cost

• Media’s continual need for money and its links to advertising – it doesn’t report against those who fund & now not independent as has close links to business

• It focus on one side of story to make it interesting – more public support

Set Agendas

• Media sets the agenda – influence our lives & shape the thoughts

• Decide stories

• Decide what is noteworthy

• E.g., published reports for pesticides in cola drinks

• What needs to be focused? Safe drinking water, demolition of slums

• Khabar Lahriya: Fortnightly by 8 Dalit women in Chitrakoot district, UP in Bundeli language. 8-page newspaper reports on Dalit issues and cases of violence against women and political corruption.

• Censorship: Government can prevent media from publishing certain news

-Mayank