BaKhabar, March 2011, Page-5

better light a candle than curse the darkness

INTERACTING MEDIA

--- M Naushad Ansari (ruby.naushad@gmail.com)

Information revolution has given the mass media a role of First Estate. Its influence, positive as well as negative, is seen everywhere including inside the Parliament, in the judiciary, in Security forces etc.
Though there are various writers and journalists who are honest, truth-loving, unbiased and hold a balanced view, there is, unfortunately, a section in the media which is seemingly less Responsible and insincere in their profession. Such scribes distort the issues for various reasons viz., deadline pressures, limited print space, budgetary restraints, the difficulty of reducing a complex story into a concise report, etc. They are also susceptible to market forces and external pressure.

Some of them view an issue with colored glasses. They appear to be bent upon projecting certain sections of society as villains by continuously reinforcing negative stereotypical images of them. Such scribes, with prejudiced mind, have been working overtime in spreading concocted stories and spreading provocative and sensational headlines. This tarnishes the image of the aggrieved section and finally instigates hostility against them. Particularly, during social and/or communal conflicts, such negative roles are more visible. In such situations there are many ways through which the misinformation or negative stereotypes can be effectively encountered. Some of them are listed below:-

Letters to the Editor

In the print media ‘Letters to the Editor’ is most widely read column. The views expressed in this segment are considered the voice of people. Significantly, this gives shape to a debate and it also influences the decision makers. The aggrieved can use letters to correct, or interpret facts in response to an inaccurate, distorted or biased item, or to praise or highlight a specific point.

Tips for writing ‘letters to the editor’

• Too often, in responding, we tend to wait until over a week has elapsed after an item was published. This makes letters less likely to be published. The sooner you send in your letter the better chances of its publication.
• Be sure to refer the title of the item/article and the date it was published in the beginning of your letter.
• Raise the point straight and right. This must be substantiated with statistics and other facts. The references must be authentic and relevant to the item.
• Letters should be grammatically correct as publications rarely do corrections/editing and, instead, select well-drafted letters.
• Letters should be concise, informative, clear and simple. Stick to one subject and don’t deviate from the main issue. Make your first sentence short, compelling and catchy. Those letters which are short, well composed and stuffed with visible facts get better chance of carving place in the print media.
• Try to keep your letters under 3-4 paragraphs, thus to meet space constraints. Editors are too busy to read a letter which is long. An effective letter can be as short as 50-100 words.
• The yellow media depends usually on stereotype canards. Much has been written rebutting false propaganda. These are available on the net and also in print media. To combat such canards you need to use those materials in your rejoinders with required alterations and additions.
• Writing is often an emotional exercise and some of our best-expressed thoughts are those driven by the engine of emotions. Try to feel the emotion you are trying to write about. The substance must be such that the editor must, prima facie, feel that there is reason for the reader getting offended, either as an individual or as a member of a particular community.
• Avoid sarcasm or negative comments about writer or the newspaper. Never be angry or abusive. Instead of generating irritation or hate the purpose should be to express your views very softly and in a convincing manner. Powerful and intelligent letters have more impact than tirades.
• Write full name, address, telephone number, qualification and don’t forget to sign the letters. Get the letters always typed in double space. Nowadays most of the editors prefer letters by e-mail. If you don’t want your name to publish, specify this outside the body of the letter.
• Even if your letters haven’t been published, don't be discouraged. It will surely communicate the message to the editorial board. Keep trying. You can even submit a revised letter with a different angle on the issue at a later date.
• Consider letters to the editor a regular, strategic tool to increase the effectiveness of your overall activism. Try to target several papers, both in your region and nationwide.
• Don't send copies of the same letter to a whole host of publications. Make it original to each publication. If you want to write on the same issue to different publications, make certain clear changes.

Building Relations:

Good relations must be established with the scribes by personally meeting them, inviting them in social gatherings (like festivals), joining dialogue with them, arranging their visit to own localities, seminaries(like Madrasas), Mosques, Orphanages, presenting them gifts and greeting cards, arranging tours, helping them when in need, etc . In the community programs they should be

invited to exchange pleasantries.
If there is persistent distortion of facts, delegations should call upon the editor or the columnist to remove the misunderstanding. We should clearly point out as where have they done mistake. They should be asked to explain as to what they refer as ‘reliable sources’, ‘informed sources’ etc when they publish malicious report against certain groups. Frequent meetings with the editorial chiefs of newspapers and television channels will help develop a healthy rapport with them. The misunderstandings can be removed by presenting correct and authentic materials before them. Stereotypes are mostly the product of ignorance and lack of knowledge. Scribes are, after all, human beings and may be amenable to reasoning.

Appreciate unbiased Scribes

We often react to offending news but never respond to the positive items. The unbiased writers should be encouraged and commended. Positive responses will also help them during the discussion inside the editorial board and their views will not be rejected on the ground that there are ‘no takers for their point of views’. Awarding those scribes in recognition of their contributions will go a long way in motivating them.

Interacting Media

The electronic media is in need of larger viewership. They adopt all possible means which make viewers to watch and participate in the programs. The viewers’ feedback and comments are often sought by TV channels. In the penal discussions, debates and interviews the viewers are asked to join as audience in their studios or through phone-calls. This provides you an opportunity to communicate your views.

During such programs, the presentation of ideas should be with magnanimity and generosity of spirit. In live program you should be very cool and in a pleasant mood. You should refrain from fighting fire with fire. Prophet (SAW) was magnanimous even to those who opposed him. For improvement of communication skills, orientation workshops should be held and discussions on a range of issues should be frequently conducted.

Establishing Feature & News Agencies
Social organizations must consider establishing News and Features Agencies in different parts of the country. These agencies can commission positive news and stories relating to the community. This should also be translated into various languages and sent to different newspapers and magazines. These Agencies can focus not just on rebutting false propaganda but also float items which help to improve the image of the community. The writers working for the Agencies should be offered fancy and attractive remuneration for their work. Students should be encouraged to join courses on Journalism and Mass Communication. Deserving students should be provided scholarships. More and more media schools should be opened so that this new career avenue is exploited.

Forming Media Watch Group

Media watch groups should be formed in every city and on the Internet (e-group), through which the writers should share their views, exchange their ideas and plan collective efforts. The members of these groups should be vigilant about the developments in the media. All the means of combating media falsehood should be exploited by the group on a regular basis. Workshops for media persons and intellectuals should be held to demythicise community’s images. Legal action should be initiated when a media consistently indulges in blatantly defamatory campaign.

Approaching Press Council
Despite usage of the tools of media intervention some sections in the media may refuse to bend its careless functioning. In such cases one can file an appeal before the “Press Council of India” under the provisions of the Press Council (procedure for Enquiry) Regulations Act, 1979. Any person can make a complaint against the misconduct of media/journalists. But before approaching the Council one should draw the attention of the concerned media through a timely rejoinder.

The complaint should be made enclosing a copy of the rejoinder along with the item against which the complaint is lodged. One should mention the manner by which the publication of the matter is objectionable within the meaning of Section 14 (i) of the Press council Act 1978.   The complaints should be filed within two months in respect of dailies, news agencies and weeklies. For fortnightlies and monthlies etc complaint can be made within sixty days. The Council shall, after pursuing the record of the case, pass orders giving its decision. The address of the Council is: The Chairman, Press Council of India, Soochna Bhavan, 8, CGO Complex, Lodhi Road, New Delhi-110003, website : www.presscouncil.nic.in

References: 1.  Effective Media Intervention, Centre for Media Sudies, Chennai
2.   www.milligazette.com
(From Author’s book ‘Empower Yourself’, published by Universal Knowledge Trust, New Delhi).