Need for Responsible Media

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India’s mass media sector is dynamic, growing, and has a huge audience. Mass media can be a force for social change. Media coverage of HIV/AIDS in India, however, has been erratic in quality. Sensationalism can contribute to stigmatization and discrimination, the privacy of victims is often not respected, fact checking is frequently lacking, and the media’s role in public education is unclear and inconsistent. The World Bank Institute (WBI) has partnered with the British Broadcasting Corporation (BBC) World Service Trust in a capacity building program to put socially responsible communication into schools of communication and journalism. HIV/AIDS and other health issues are topics for applied exercises. WBI’s goal for the program was to test an innovative solution that has the potential to go to scale in India and elsewhere, and also be cost effective. Since the media’s role in public education is unclear and inconsistent...WBI has partnered with the BBC in a capacity building program to put socially responsible communication into schools of communication and journalism. The program developed curricula on Socially Responsible Communication for regular course offerings in three of the leading schools of communication in India: The course is mandatory in two schools and elective in the third. The first round of training prepared 120 students with the skills and attitudes they need to cover HIV/AIDS, health, and other social issues in their media and communications work. At present a part of media acts as paid media. The TV channels, newspapers are owned by powerful politicians and they use the media for influencing the thinking of people to their advantage. While this cannot be avoided totally an attempt can be made by responsible media not exaggerate negative happening and blow trumpet again and again creating sensation among the younger generation. That results in further problems. Recently “Sri Lankan Tamil Issue” which has not been given importance for...
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