Media in a new role

The society in which we live has something good and bad in it. If there are people who abort a foetus just because she is a girl then on the other hand there are people in the same society who work against this discrimination. Media has a good role to play to bring all the stuffs to a general public of the society. From a few decades there has been a modification in the role of this media. Today media not only help the underprivileged and needy to raise their voices but also coming up with several campaigns in order to help them.

Earlier this job was done by NGOs only. If we talk about the example NDTV has a long list of the campaigns such as Save tree, save girls etc. print media has also taken up various campaigns under their wings like Hindustan times run their campaign for Girl child education of poor, etc. the campaigns can be of basic problems like crime, road safety, drug abuse, climate change, education or any issue that a newspaper might want to take it on behalf of its readers.

Campaign journalism is beneficial for both the society and media. Media which undertakes such campaigns have a good reputation in the eyes of its readers as it takes up the issues on the behalf of its readers and makes up an image that they do work in the direction of social changes.

Campaign journalism is more than just taking up a cause. It is also service journalism aimed at looking at the quality of life of readers. The main idea behind the concept of campaign journalism is that people at the grassroots can change the society but would not do so spontaneously or even on their own. The media which has such an influential power comes up with the role to encourage the citizens of a country or people of a community.

The critical point however is that even in pursuit of such campaign the principles that underpin good journalism must never be compromised. Any campaign has to be based on facts and figures and should never be distorted to serve secretarian interests.

Although there has been a perception among the readers that media still is not working as it should do. All the issues that are taken up by the media is nothing but to benefit themselves to gain popularity among the general public.

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