Redefining Priorities of Media: An Aesthetic Study

In India, after transformation of media as an industry, it is now in a transition with risky experiments wherein ethics in practices, a primary aesthetic aspect is ignored. Further, the aesthetics of media functioning is marred if the concept of making money is kept as prime agenda. The earlier traditions of language usage, content, portrayal, gate-keeping, message-centricity and priorities have been ignored. Information explosion has led to information pollution and thus confusion, resulting in smearing of the aesthetics in functioning and accounting for the failure of comprehensive communication process. Crucial concepts of messages, reach, target-audience including feedback have taken a back seat. Convergence has converted a media consumer engaged in surfing different inflows rather than concentrating or understanding the messages at hand. Communication experts generally expect that the process of communication should inform, educate and entertain. If only the third function starts overtaking the other two, how to accomplish social health engineering remains a question. Under these circumstances, how do we measure the functions of media? Should profits be compromised? What are the frameworks? Are lessons being learnt out of consequences and disasters? For instance, anomalies in Cyber Media and Media Education are to be addressed; the phenomena demands redefining communication. The way society is viewed by media differs from the way the masses perceive it. Media as an enlightened entity should manage its efforts to understand societal pulse. The priorities of media houses should change to achieve this. In the light of above, this study checks for existing limitations of media and undertakes a theoretical study with critical approach exploring for ideas of overcoming them for a sustaining future of itself. The study limits to the functioning of electronic media, i.e., the TV and Radio. The scope of the study is about the reach and access of these media. Here the objectives of the study are to look into the content, treatment of message, reach and portrayal in electronic media with respect to language, themes, presentation, technical aspects and last but not the least the twisting of socio-cultural and historical facts for the convenience of attaining TRPs. News production, one of the most sanctified activity of any media is losing its charm. In the guise of breaking news, the viewers are confused whether it is indeed breaking news or the channel is deliberately attempting to break the news. The significance of the study lies in reemphasizing the cultural content which should be reflected in the media for the preservation of social health. A healthy media alone can construct a healthy society, particularly in a multi-lingual, diverse cultural environment coupled with drastically changing economic and political scenario.