Mass Media; Denying Its Accountability To Our Society?

Mass media organizations all, have been considered as being the ‘educator’ as well as the ‘path finder’or guide of the society. Mass media can mould or motivate the socirty people in the right direction and way. In fact, still now the media organizations almost, can command such ‘respect and regard’ over the society people. In our faster lifestyle,where ‘a hard nut to crack’ competition has significantly been dominating our life. Not only, we have been facing severe troubles a lot, from such insurmountable competition prevailing on the society,but also losing the ground as well as the guarantee for our existenceas well. In such cloudy sky of any profession or business,where a trival scope has rarely been glittering that could be hopeful in such darkness ! Mass media, could act as ‘lamp lighter’ to the needy society people,as to support that how to go ahead in proper direction. Mass meda all,are-the ‘vigilant’ of the society, can impulse the society people by disseminating the different types of messages or contents in diverse manner to its’ numerous audience, as to motivate them according to the situation arisen prevailing the society.
But,it is oftenly seen that the mass media, have widely been engaged in presenting the caterable contents to its users according to the sponsor’s desire or whim irrespective to its(contents) standard or conformity to the major common people’s standard of living. The contents almost, which are being disseminated by the mass media concerns, are almost one sided, irrelevant and even carrying vulgarity and indecency.Although, such matter of displeasure could probably be unappreciable to the media organization also,and have to concede the same silently, looking at the self interests overall...It is undenieable indeed that self-interests can’t be avoided. But to what extent, self interests would be elongated? In preserving self interests so blindly,the mass media concerns all today, have tactfully been bypassing the minimum responsibility that is to be performed by thum for the sake of so many aspired society people.As to increase their revenues by any means,the mass media have bowed down their heads all to the alleged and opportunists sponsors.Contents of the media have considerably been going below the optimum standard as we need at least.Mass media by and large,have been carin,g at a straw for the society people and itsdignity as well.

Mass media today,have been seriously engaged in developing as well as strengthening the business boundaries and economy of the sponsors all, who share a considerable amount of their increased profit as an revenue expanses, by rendering a huge amount of advertisement to them. The economic growth of the sponsors all, are neither undesireable nor objectionable practically, as such economic upliftment or enhancement of the business enterprises or organizations all, is always welcome to the society . Because those all organizations ,could claim their significant contribution to the respective national economy definitely. Mass media organizations all, at this situation, would require to develop optimistic contents very keenly and carefully for its users as if,the discontentment within the sponsors, could be moderated by insulating their interests duly intact. Without humiliating sponsors’ interests, mass media might emphasize on healthier contents, that could inspire so many illiterates and unwary rural users. Because everyone in the rural society, is not so updated as well as cautious as compared to the urban users.Mass media organizations all, should turn their views, particularly on this overlooked area of every society of any nation or country.
Both in, under-developed or developing countries,where a greater portion of the nation, can not acquire the living standard so high as compared to the developed countries.But it is experienced that the contents in the serials,drama,films or any other entertainment programs or any others, that are presented particularly by the television as well as the radio,have been reflecting the high standard lifestyle profusely now and then , which do not match to the users’ life at all. Thus, a notional attitude generally be produced within the audience largely.Aand that is baseless and meaningless to their life. An imbalancement naturally, produces prevailing that society, respect to the attainment of such high standard of living In all respects,such backwarded major people of these two countries (developing and under-developed) usually,create complicacy within their family own as well as within the society, where they belong to. in achieving beyond the reach standard of living. In different manners the presented contents as delivered by the mass media, find a suitable place for cultivating such ‘over whelming’ lifestyle which does never conform to the capability of those aspirants within the users or audience of rural sector. The rural people, do take the fruits of ‘media cultivation’ aggrievedly.without any materialistic perception.
So, at the present situation, mass media organizations would require to initiate humble caring and attention to this greater part, for making suitable messages for the users with a new mission and vision as well. ‘Filtered Content’, that has wider conformity to the average people’s life style as it could fit well and accepted widely, as to suit their needs and purposes overall. Messages or contents should appear in the mass media as the reflection of the major users life,works,culture and customs fashion heritage etc.- where they could find themselves in new window -but with an additional room for re-assessment or re-driving or any other measure for rectification-which could shape or form a well being society of consciousness and self-control.
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Mass media.should never be satisfied in rendering huge informations to the society only.Informations such rendered, should come to the reach of average people of the society, as usableas and beneficial as well. Profound coverage in the form of- ‘news’,’views’, ‘stories’ .’articles’in print media- ‘serial’,’drama’,’discussion’’special programme’,both in radio and television-should come as useful to those viewers who constitute a larger portion of media audiene indeed..