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Call to protect journalistic values
“The core values of the media need to be protected. Instead of telling the truth, the media is hiding the truth and the freedom of expression is at stake,” observed former Vice-Chancellor of YB Chavan Maharashtra Open University Prof Sudhir Gavhane.
Tirupati: “The core values of the media need to be protected. Instead of telling the truth, the media is hiding the truth and the freedom of expression is at stake,” observed former Vice-Chancellor of YB Chavan Maharashtra Open University Prof Sudhir Gavhane.
Addressing the participants of the national conference on “Changing Role of Media in India: Perspectives and Challenges,” organised by the Department of Communication and Journalism of Sri Padmavathi Mahila Visvavidyalayam (SPMVV) here on Wednesday, he dwelt at length on the changing scenario in the field of communication.
In the early days, media was playing the role of mission of acquiring freedom and in the post-independence era, media became the profession. Now, media has become the profession of commission. “What is the motive of the media,” he asked and said that media should work with an agenda of public interest.
The aim of media should be the well-being of our society and country, he advocated. Prof Gavhane continued saying that news is sacred, but comments are free. But, nowadays, news is no more sacred, and comments are no more free while referring to the news and advertisements. “Day-by-day, news has become advertisements and advertisements have become news.
One is unable to differentiate between the two. When there is a mix of news and advertisement in such a way it will pollute the media industry which is highly dangerous,” he opined. The keynote speaker Prof Usha Vyasulu Reddy, the advisory faculty at IIIT, Bengaluru observed that though much of the research has been done in the name of communication, sufficient work is not seen from Indian scholars even at the age of internet where any information is just a click away, she said, “Especially over the last two years, there was a sea of change in the field of communication.
The future belongs to digital advertising, marketing and search engine optimization which will provide jobs for the next 15 years,” she stated. Social media marketing and many other new tools are built up on the fundamental theories of communication.
In this age, the role of teachers also changes. They need to teach on how to create a digital story or digital advertisement instead of a video story or advertisement. “If one wants to stay relevant, they have to change and look forward,” she underlined. SPMVV V-C Prof V Durga Bhavani opined that the media has respect all these days was because of the democracy.
She remembered many great journalists who stood solid for values. School of Social Science in-charge Dean Prof K Murugaiah has presided over the inaugural session. Seminar Director Prof T Tripura Sundari has introduced the guests while the Co-Director Prof P Vijayalakshmi presented the overview of the conference. The In-charge Head of the Department Dr T Shobha Rani has welcomed the dignitaries.
