They made us chant "shame on you!" whenever Dr Talwar appeared on screen, they made us believe that the nuclear deal was the alchemy that India had been waiting for, they also made us believe that there couldn't be a greater evil than the deal, they told us that they brought justice to the souls of Priyadarshini Mattoo and Jessica Lal, Faris Aboobacker for them was the must-know personality---at least for a month, Dhoni's new hairstyle was breaking news and so was Rakhi Sawant's histrionics on 'reality' television, they claim to have unearthed scams, exposed hitherto unknown and classified information. They showcased soaps that go on for years on end---with no end in sight---and have won great acclaim for exhibiting nothing more than the most voguish attires. They lack depth in script, storyline and personas. They're also doing their part in promoting the Great Indian Consumerist Culture—running shows on cars, bikes the latest gizmos and gadgets, on Louis Vuitton, Armani and Pierre Cardin, holiday destinations, makeover parlours and lifestyle charts. Welcome to a world where the Media is king!
Over the last decade or so the electronic media has overtaken the print media and left it trailing far, far behind. The electronic media now has the bull by its horns and is firmly raging onward. It has a colossal stature with respect to size, reach and impact. The media has power to transform how we think and behave, our attitudes beliefs and actions. It has assumed dictatorial proportions with the ability to disseminate strong and influential messages. Media can also influence the way people talk. Certain movies have quotes that can be embedded into the minds of the audience. However, these quotes can be either appropriate or inappropriate. Many famous trials about celebrities such as Michael Jackson have whatever the outcome of the trials, ended in such bad publicity and negative depictions of the people involved that their reputation was damaged sincerely forever. The general public had already formed their opinion even before the trials where held. Even if the celebrity remained out of jail or was proven not guilty his career or popularity could have turned out for the worse due to this. The burgeoning media and the high stakes involved contribute to its constant incursions into the private lives of celebrities, often themselves a creation of the media. It also calls for more gimmicks and other saleable commodities. To quote author J M Coetzee ('Ku-it-zee), "Private life is public business…They want spectacles: breast-beating, remorse, tears if possible."
Reality shows are the flavour of the season. These, however are not all real. They revel in an overdose of theatrics and suspense. What matters here is how best you sell yourself to the crowds and how best you play to the galleries [read judges].
The battle for TRPs also calls for genre conversions. News channels are now infotainment channels—with information as entertaining as ever. Movie and music reviews and celebrity lives are as much a part of the News channels script and itinerary as are Parliament coverage and Economic Policy. This is part of an image shedding exercise---that news is not only serious, elitist and the preserve of an esoteric few but also that of the fun-loving commoner. News is much more happening with live reporting and live visuals. The CNN images of the Gulf wars and Barkha Dutt's audacious reporting from the battle-front during the Kargil operation are all etched in our minds. News is also not mere information but matter tinged with opinion arising out of ideology. There as also been instances where allegations have been levelled of trial by media. In the recent Arushi murder case, the media had pronounced Dr. Talwar, the victim's father, guilty even before investigation proceedings ended. He was finally let off citing lack of evidence. In many other cases of the like the media has a tendency of building up public sentiment in accordance with the tone of their 'investigations'
The traditional print media, though is by no means redundant, has lost much of its sheen to television and the internet. Corporates have bombarded air time with legions of commercials. The E-media with its high impact value is both effective and viable. It has made investment in the media most lucrative. As a result a lot of corporate bigwigs are foraying into the media industry by pumping in huge money. Each of the channels has an USP of its own---an SRK, a Salman, a Prannoy Roy, an Arnab Goswami, a Barkha Dutt. The media is only going to increase in size. And the scope of its impact too.
