Two central functions of news media are credible information
giving and being critical-investigative-adversarial. The first function is
quite simple to understand and if the second function is to be delivered in an
oft used word it would be ‘watchdog’. There however exists another paradigm of ‘pastime’
function of media. Also called as whiling away the time pleasantly, which the French
called the ‘pleasure principle’, this aspect of news media is certainly proving
to be a stirring a hornets’ nest. It is only when the pastime function of media
overshadows and obliterate the two central functions does it become an issue to
be pondered upon and condemned. And the present day news media is just doing
that.
The case in point would be two ladies who have become
household names, courtesy the ‘footage’ they have received in the past few
days. One of them had a primary qualification to fame by being a former girlfriend
of a match-fixing tainted Pakistani cricketer, and the other a non resident
Indian who happens to be an actress of exotic movies in the US. Veena Malik and
Sunny Leone. Both were roped in by the Big Boss, a show run by Endemol, who get
their fair share of TRP’s by attracting such controversial names. Should a TV
channel resort to such gimmicks to grab eyeballs is open for another debate.
The story however doesn’t end at that. It begins right there
for the news media and the entertainment media. In the rat race of media where channels
sprout like mushrooms, all trying to edge past others, be it in the cyberspace
or on the television sets, it boils down to who grabs how many eyeballs. And it
is at that point that titillating takes over ethics. Advertorial revenues are
directly proportional to TRP’s and number of clicks online. That TRP in itself
is not a fool proof method is another issue, but more about it later. And
nothing sells better than controversy, especially of the fairer kinds.
Another factor that compounds the issue is lack of
regulation. Regulation is one word bound to create hue and cry with regard to
freedom of media, but as Justice Markandey Katju, president of Press Council of
India, recently put it – “no freedom is absolute”. It is responsibility which
gives freedom its sweet taste. His comments though unfair yet true regarding
the level of aptitude that media professionals possess can in a distant fashion
be linked with this issue. Half the graduates of journalism wouldn’t even know
who Justice Katju is, forget about his scathing comments. A testimony to that
would be to forget for a moment about the content concerning the above
mentioned ladies, the crass language used in reports further aim at
objectification and sensationalism.
Believers of absolute freedom retort with a view that no one
is forcing upon these ladies on the audience, whatever be their credentials, and
one may choose either to watch or refrain from watching them or news related to
them. But when leading newspapers and news channels (leading here would mean subscribers
and viewership respectively) dedicate enough of space and time to news related
to either concerning posing for a magazine, offers of movies, their
relationship status and preferences, their dressing style or the lack of it,
and any and many such trivia, de facto thrusting the ‘news’ on audience of a
large spectrum results. And that is unwarranted.
The second claim of a hypocritical society is often raised who
would endorse Veena Maliks and Sunny Leones but would not acknowledge their
presence in the mainstream. Even though it would qualify for hypocrisy, for
matters of private choice it could as well be so. Would claimants of broad
mindset agree with authority that they have been hypocritical, or call it
espousing personal choice over popular beliefs, ever? There is absolutely no discomfort
about the choice of lifestyle a Veena Malik or a Sunny Leone has adopted. They have
all rights to it. It is about the undesirable infiltration of their lifestyles
into the TV and its impact on society – children and adults alike which is a
matter of concern.
As Justice Katju put it, entertainment by news media is
essential but only to a minor extent. It is imperative that in a growing
society, which has moved from impoverishment to prosperity in few decades, the
role of media, often dubbed as the fourth estate is paramount. Social responsibility
overweighs the need of cheap entertainment. Intellectual development, critical
thinking, credible information giving, watchdog, should take the front seat.
Not the Veena Maliks and Sunny Leones.