ROLE OF MEDIA IN BUILDING-UP SELF-RELIANT INDIA
“THE MEDIUM IS THE MESSAGE”, a very popular line by Marshall McLuhan which means that the media is not only important because it communicates the message but it itself is a message. So when we communicate a message through a medium, the medium decides how the audience will receive it. In any democratic country the media plays an important role in creating, moulding and reflecting public opinion and over the years, the media has become so powerful that it acquired the status of “FOURTH ESTATE”. In this difficult time also, we are getting all the necessary news and information that we need to be aware of. From COVID updates to PM Modi’s live speeches, even the information about “Self-reliant India” was delivered to us by the Media.
Since Indian government has come up with the plan for reviving the economy that has taken a hit due to a series of total and partial lockdowns to control the spread of COVID-19 global pandemic, lots of medium and small businesses have emerged in India. SME businesses are the biggest contributor to the economy of any country and the same goes with Indian economy. But it will take time for the people to adopt it as we live in a society where most of the people resist change.
There is a saying that “The tongue can paint what the eye can’t see”. A study shows that media was one of the key components of the communication strategy for Polio eradication in India. So the first and foremost role of the media is to make people aware about the campaign and the benefits of promoting Swadeshi products. Communicating with different mediums such as television, radio, newspaper and online platforms will help people to know about the local businesses and how they can reach them. This initiative will be beneficial if people are encouraged to start their own local businesses and to make them realize that “Chaos isn’t a pit. Chaos is a ladder”.
India plans to convert COVID crisis into an opportunity and strengthen its fight by becoming self-reliant. Under this campaign, a special economic package worth Rs. 20 lakh crore has been released by the government for promoting local businesses. But this isn’t enough because in order to bring customers, the media need to communicate and encourage people to buy such products. Humans are social creatures, and we live in an environment where we pay attention to the people at the top. Highlighting local brands and their product on films and television shows will work wonders. Even audio visual Interviews and talk shows with entrepreneurs talking about their services or taking customer reviews will impact the decision making process of people.
The best thing about the media is that it delivers messages to the vast majority of the population in a short span of time. So, for campaigns like “Self reliant India” it will perform miracles.
