Rohini Ram Mohan- Development & the Media

Communication is a significant component in discourses on development. Daniel Lerner a renowned development theorist once observed that;”no modern society can function without an efficient mass media”. During the 1950’s Social theorists like him across political spectrums have believed that mass media can fasten and ease the process of development by increasing social mobility especially in developing countries like India. India which had chosen the path of industrialization, economic growth and self sufficiency in agriculture was confronted with the task of mobilizing masses, motivating farmers to adopt the new technologies, harnessing labour from various castes and classes, and for forging a national identity. It is not a mere coincidence that movies like Mother India , Do Bigha Zameen, Naya Daur and their depiction of callous money lenders ,landlords and problems of rural India had struck a chord amongst large masses. In a way cinema, radio and newspapers were extensively used to educate people about the rights to land and employment and problems of caste oppression, inform them about development policies and most importantly convey their grievances. Mass media became instrumental in undermining existing social structure and in appealing for a modern, cosmopolitan lifestyle.

However, the concept of development that had guided planners during the initial years of India’s independence came under severe criticism. So, did the role of mass media. Economists began asserting the need for a more participatory approach towards development that involved people from the poorest sections to participate in their own growth. Concerns for human development and not mere economic growth became overriding. This was accompanied by a complete revamp in the approach towards communication. Faults were identified in the content of the media messages, and in the method by which they were disseminated. Media messages had often tended to reach only the rural and urban elites while the poor did not receive messages intended to inform them. Access to cinema , radio and even T.V was unimaginable for the poor who could not afford a two-square meal a day. The mainstream media had been of very less use to them.

Not much has changed as we observe these tendencies even today. With entertainment and advertisement the emphasis of broadcast programming and newspaper reporting a growing disconnect has been observed between masses and the media. More than 512 media representatives were sent to the Lakme fashion week while only a handful of them reported on the farmer suicides in Vidharbha. Poverty is considered to be last on the agenda of mainstream newspapers in a nation of 260 million people below poverty line. Coverage of health issues is restricted to articles on yoga, obesity, and lifestyle related issues than on malnutrition, malaria, tuberculosis and the other diseases which take the life of thousands every year. These examples are just samples of the plethora of areas where the media has just turned a blind eye in a bid to serve more commercial interests.

The need of the hour is to make people conscious of the need for a strong emphasis on development communication. The mass media has to look behind the realm of profit making and serve as a mirror of reality. Not only should it be sensitive towards the requirements of the needy but also champion their cause with persistent campaigning for redressal of their grievances.

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The Author is a IIyr Journalism Honours student and part of the Webteam of DevelopmentChannel.org