Media is a term, which leaves many confused. What exactly is 'media'? Media encompasses all means of communication. It includes the electronic media, the print media, the internet, or rather all means of communication. It serves as a bridge between the sources and the receivers for the transfer of information. Reserves in this context are very specific: the consumers. Thus 'media' acts as a tool - a tool by definition is an instrument by which objectives can be achieved. These objectives can range from being beneficial to harmful, either for one or both the parties. Hence, the role of media is often debatable. Is it really an agent for delivering benefits or is it a tool for exploitation?
Exploitation, in this particular context, can be interpreted as connivance of the industry and the public and private sector for providing consumers with fallacious information or hiding and disguising the actual or real facts; while benefiting them can be equal to presenting them with the real picture. Beside this, so many other angles to this approach can be discussed.
"Media: tools for consumers' exploitation?" highlights the common perception that the media may have a lethal effect on the mind and psyche of the people, with or without their being conscious of it. Can the immensely increased power of the media be used to influence the gullible human mind, which may easily respond to different schemes and themes?
On the other hand, the topic incorporates whether different organisations use the media to provide information to the buyers regarding different qualities of products or present such incentives that the consumers may gain. However, an issue in question is whether the verification of such presentations may either not be possible or may not be the responsibility of the media in a large number of cases.
Alternatively, there is the great positive role that the media plays in the development of our society through freedom of expression in all walks of life, which often results in bringing those facts to light which would not have been possible otherwise, in respect of various public interest areas and issues.
The topic which is a question is quite debatable. One of the main reason of the issue is to determine whether the media, which has such a responsible role to perform in society, wittingly or unwittingly, has become a tool of exploitation, which in other words says that they too are the exploited whether at the alter of commercialism or vested interest. If so we also have to plumb the level of exploitation taking place and so set the level of freedom and its limits.
We have three basic elements which have to be considered before coming to a conclusion, if at all this is possible.
The first is consumers. We need to understand their needs. This includes an awareness about the products, service or events and consumer psychology. That is, although these exploiting themes work on the masses, here, as we can see democracy fails.
The second element is industry and advertising agencies. These two sometimes team up to take advantage of the psyche of the consumers. Sometimes this is a positive exercise in which awareness is created for a new product, a recent event or a current issue is projected. The issue finally boils down to the media which is the third element.
Here the question is whether the media is a victim of exploitation of the industry, the advertiser, the agency and the public and private sector, who look after their own vested interests without regard to the ultimate effect on society? On the other hand the media teams up with the exploiters and becomes a very effective and dangerous tool in certain hands.
THERE ARE 4 BASIC QUESTION THAT SHOULD BE ASKED:
1. Are we fair?
2. Are we truthful? Because lying is a sin.
3. If there is any misrepresentation, are we a willing part of it?
4. Whether to the consumers, advertisers, agencies and the industry, the media owes a responsibility in terms of culture, religion and social norms?
Let us leave these questions for our readers to answer. In the end I would like to comment that all that we do is just a repetition of all that has been done. As someone said:
Saif andaaz-e-bayan rang badal deta hai. Warna dunya main koi baat nai nahi.
As such, if all of us add good intention to our efforts and thinking, we may give a brighter picture of an otherwise depressing situation.
Let's all make a promise to be fair to ourselves and others. Let us sell the packing but let us also be truthful about the product. I have a small suggestion for erstwhile readers, "The Citizens."
Why don't we put up a team of professionals from every sector aided by legal brains to formulate a formal bill of consumers rights and have it declared as law with implementation details?