Media – What it means to the Consumer
Author: Shashank Chowdhury
(To view author’s profile, please click here)
The impact of media on the life of people is inescapable. The twentieth century rise of Media and the recognition of the same by the Political and Business Class as a potent tool to extend the related interests resulted in an ever growing attention to the Media.
So, the Media also was quick to see the opportunity and like a pampered child who aides both parents to derive fulfillment of unrealistic wishes being aware of the sinful character of parents and the fear of discovery. This ‘scratching the back’ game continues in a geometrically progressive proportion unmindful of the ultimate consumer of the main product of this mechanism called Press.
As a service, the readers are the consumers of all Media services. But the difference here is that the Media does not need to sell to the Readers ( Well, established Media Houses consider the reader/viewer to be the ‘captive’ customers who need not be the primary source of credibility and revenue ). This happens only when a by-product is more revenue-lucrative than the primary product or service. For the media, promoting the interest of paymasters (either in the form of Advertisements or Investments-without-ROI) is a much more efficient and effective way to remain and prosper in business. To aid the meaningful use of the tool certain methodologies of metrics have also been created to convince the paymasters that their money will bring the desired results.
However, some of the Political Groups and Business Groups were early movers and have attained sizable hold on Media by way of captive Media Houses or Proxy. It pays them directly as well as indirectly.
So, in these circumstances, what does the Media mean to the Consumer (I mean the primary consumer). As per the Oxford Dictionary it means “the main means of mass communication (television, radio, and newspapers) regarded collectively”. Mass Communication is perceived by consumers as reliable and ethical. The consumer would like to look upon the Media as a “Methodical and Ethical Delivery/Dissemination of Information and Analysis”.The once unsuspecting and now helpless consumer would now prefer to define it as “Mercenary and Efficient Delivery/Dissemination of Informational Anarchy”
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much awaited post..good one
Sir,Now media has lost its credibility as you said prawns in big business houses. Who bothers?They are just pleasing thei masters. Excellent write up.
I totally agree with the author. The time is demanding a strict Regulation, Supervision and thorough Scrutiny on Media Sector. Thank You.