The Approach
This section examines the pivotal role that mass media has played in India since its independence. Initially viewed as a crucial partner in nation-building, the media's role was to inform the populace about development initiatives and to confront social injustices like untouchability and child marriage. The first Prime Minister, Jawaharlal Nehru, envisioned the media as a "watchdog of democracy," emphasizing its responsibility to foster a rational and scientific outlook among the population to support the development of a modern industrial society.
Key developments in radio, television, and print media are highlighted, showcasing their evolution from merely conveying information to actively engaging with societal issues. The rise of All India Radio during the World War II exemplifies how radio became a powerful tool for propaganda and subsequently for educational broadcasts on agricultural innovations like the Green Revolution.
As the media landscape expanded, particularly with the establishment of Doordarshan and the introduction of various radio channels, the media began to serve diverse audience needs, from entertainment to information on societal reforms. The section also mentions the transition of media into commercial spheres, which parallels the liberalization of the economy in the late 20th century, reflecting on both opportunities and challenges.
The dual influence of state and market forces on media structure and content emerges as a central theme, stressing the necessity for an informed citizenry capable of engaging with these developments critically. This section effectively sets the stage for understanding the broader implications of globalization on media in subsequent parts of the chapter.