Media Research -Introduction

INTRODUCTION 
The term mass media refers to any form of commu­nication that simultaneously reaches a large number of people through different channel of communication..    

WHAT IS RESEARCH? 

Usually these kind of things researcher investigate in mass media.  They  are: a radio station adopted format, a radio station played songs, a radio station's morning show listeners, The advertising  effective on TV, radio, the Internet, and in all types of print. the reason for  newspaper subscriptions declining, the elements of a successful magazine cover page.

GETTING STARTED

Two basic questions a beginning researcher must learn to answer are how to  and when use research methods and statistical proce­dures and

THE DEVELOPMENT OF MASS MEDIA RESEARCH

There are four phases in media research. 

They are

PHASE 1 The medium itself

PHASE 2 Uses and users of the medium

PHASE 3 Effects of the medium

PHASE 4 How the medium can be improved

In Phase 1 of the research, the research subject is medium itself.

1.   What is it?

2.   How does it work?

3.   What technology does it involve?

4.   Who will have access to the new medium?

5.   How much will it cost?

In this phase two, the study about the uses and the users of the medium.

1.   How do people use the medium in real life?

2.   What is the reason for the usage.

3.   What purpose they used media?

4.   What gratifications does the new medium provide?

Phase 3 includes investigations of the social, psychological, and physical effects of the medium.

1.   How much time do people spend with the medium?

2.   Does it change people's perspectives about anything?

3.   What do the users of the medium want and expect to hear or see?

In Phase 4, research is conducted to determine how the medium can be improved, what is the impact of it either in its use or through technological de­velopments.

1.   Can the medium provide infor­mation or entertainment to more types of people?

2.   How can new technology be used to perfect or enhance the sight and/or sound of the medium?

3.   Is there a way to change the content to be more valuable or entertaining ?

The Growth  Of  Mass Media Research

Research is a never-ending process. At least four major events or social forces have encouraged the growth of mass media research.

1.   The first was World War I, which prompted a need to understand the nature of propaganda.

2.   A second contributor to the development of mass media research was in the 1950s and 1960s that research data are useful in developing ways to persuade potential customers to buy prod­ucts and services.

3.   A third contributing social force was the increasing interest of citizens in the effects of the media on the public, especially on chil­dren.

4.   Increased competition among the media for advertising dollars was a fourth contrib­utor to the growth of research.

MEDIA RESEARCH AND THE SCIENTIFIC METHOD

Scientific research is an organized, objec­tive, controlled, qualitative or quantitative empirical analysis of one or more variables.

All research, whether formal or informal, begins with a basic question or proposition about a specific phenomenon. For example, why do viewers select one television program over another? 

THE METHODS OF KNOWING

There are several possible approaches in an­swering research questions.

A user of the method of tenacity follows the logic that something is true because it has always been true. Media exploit the youth is a general concept.

In the method of intuition, or the a priori approach, a person assumes that something is true because it is "self-evident" or "stands to reason." Some creative people in adver­tising agencies resist efforts to test their ad­vertising methods because they believe they know what will attract customers.

The method of authority promotes a be­lief in something because a trusted source, such as a parent, a news correspondent, or a teacher, says it is true. 
source : Wimmer and domenick-Mass media research

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Theatre as a Vehicle for Social Change

People’s Theatre

The theatre is thus a medium, a method, a technique, an art and, above all, a new language in which imagination, discussions, dialogues, lamentations, laughter, Union, dancing and music are elements which shape the creation of the new voice - the voice of the people.  Theatre is efficient and effective methods of achieving  participation.  There are elements among the people that can provide the means, the interest and the individuals for the tasks of self-expression and social change that are involved. A people’s theatre does not mean an art of lower standards, but an art deriving from the people because it is concerned with them.  It is not an exotic art or one speaking for minorities.  It speaks to the basic human being who struggles to gain his/her daily needs and whose life or death is decided by that struggle.   

CATEGORIES OF PEOPLE THEATRE. 

The  base of the theatre must  to ensure that the material and spiritual riches of this earth reach those who should receive them. We can divide popular theatre into three categories. 

• Theatre produced by a theatrical group but oriented toward the people. This involves a group of actors, directors and dramatists producing for the community a play which inspires social change. Their objective may be didactic, that is  trying to bring to the people some educational message that encourage the audience to tackle the problems that their community faces. 
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• Theater organized by and for the people, with spectators. A group of people drawn from trade unions, cooperatives and other popular organizations without professional expertise and without departing from its daily tasks, sets up workshops for the peoples theatre. Their social drama and theatrical presentations contain elements drawn from the community and use people from the community.  It should analyze the local and national problems, trying to obtain as much information as possible and to provide interpretations of actual events.  The work may or may not be written, according to the interests and needs of those concerned. Music, humor, songs and dialogue are used to stimulate the emotive and critical reactions of the spectators. 
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• Theatre organized by and for the people without spectators. This is a ‘theatre informant’ in which the participation of the public creates the work performed, and in which the action gets through to the spectator and stimulates him/her into becoming an actor and dramatist. This can be done by the members of the community being asked to recount a real sequence of events for which the solution is difficult. 

“Theatre is the first art to confront conflict, shadows and silence to make words, movement, lights and life surge forth.”

Theatre as a Vehicle for Social Change There is a growing awareness on the part of theatre workers of the value of theatre and performance art in relation to social change and development.

Theatre as a Vehicle for Social Change

There is a growing awareness on the part of theatre workers of the value of theatre and performance art in relation to social change and development. Theatre is increasingly being used as a tool for communicating information and ideas and to spur debate, discussion and bring about conflict resolution.In recognition of the role that theatre plays in development, World Theatre Day is celebrated annually on 27 March. 

This day was created in 1961 by an international NGO called International Theatre Institute (ITI).  ITI’s aims, namely, promoting the, “International exchange of knowledge and practice in theatre arts in order to consolidate peace and solidarity between people.”

 To facilitate development, theatre can be used as a tool when broaching sensitive socio-economic issues in a non-threatening and non-intimidating manner.  Ultimately, theatre iis used by the oppressed person as a means of enacting their marginalisation and oppression.  “Theatre is a rehearsal for life.” 

Theatre can be an effective tool in development programmes: 

1. As an entertainment: Can attract and hold the interest of large numbers of people.

 2. As an oral medium in local languages: Can involve the poorest groups and classes who are often left out of development activities because of their illiteracy or lack of understanding of other languages. 

3. As a dramatic representation of local problems: provides a codification of reality which can be used by the participants in analysing their situation. 

4. As a collective expression and communal activity: Creates the context for cooperation rather than individual thinking and action. It creates the possibility for horizontal communication or peer learning rather than topdown one-way communication. 

http://www.hakikazi.org/papers01/am01.pdf

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‘Community’ Radio'

In terms of reach and access, India’s print and broadcast media is strong:  Approximately 60% of urban Indians and 25% of rural Indians read print media on a regular basis, and 96% of the country is reached by radio”. An essential component of community media is community . Sociology defines community as a space where a group of interacting people live. Community radio, thus is a type of radio service, that serves a particular community either geographical or communes and are also run by that community. An essential feature of community media is that since it is completely free from the clutches of the market, profit motive  community radio derives its genesis from the fundamental principles of democracy necessarily entailing equal and active participation in civic affairs and freedom of speech and expression. 

Community radio therefore caters to the interest of the deprived or the socially marginalized of for that matter the tribal groups. It is thus obvious to the point of banality that the low level of literacy rates and even lower awareness towards the society is definitely a handicap for them. It is therefore, quite difficult for these people to connect to the larger framework of national and international issues of importance shown in the news channels.

Importance of community Radio

• Community radio is the most viable option  that most of them would not be in a position to use the print form of community media. 
• It would  be feasible for them to connect viably with issues pertaining to their own neighborhood broadcast  in their own native language. 
• It provides a platform for the local people or groups to tell their own stories, share their experiences and thus become active contributors and participants of the media.  In this way, people become creators of their own community specific media.
• Social awareness programmes and health care measures can also be articulated to the people by means of community media

 In many parts of the world, community radio acts as a vehicle for the community and voluntary sector, civil society, agencies, NGOs & citizens to work in partnership to further community development as well as broadcasting aims.

The first community-based radio station

. The first community-based radio station, licensed to an NGO was launched on 15 October 2008, when ‘Sangham Radio‘ in Pastapur village, Medak district, Andhra Pradesh state, It was switched on.Sangham Radio, which broadcasts on 90.4 MHz, is licensed to Deccan Development Society (DDS), an NGO that works with women’s groups in about 75 villages of Andhra Pradesh. Thus, community radio acts a source of effective communication  on various developmental works that are on and their implications for the local residents. 

Anna FM is India’s first campus ‘community’ radio

Anna FM is India’s first campus ‘community’ radio, launched on 1 February 2004, which is run by Education and Multimedia Research Centre (EM²RC), and all programmes are produced by the students of Media Sciences at Anna University. The main thrust areas where the campus community radio generally focuses on are issues relating to health, education, career, stress management, interpersonal relationship between parents and children, lectures, workshops etc.

It also spreads awareness among the college students regarding the living conditions of slum dwellers thriving around the campus. The students may broadcast different community based programmes with the help of community based members residing in adopted slum areas and community residing grounds. Students are therefore important stakeholders in carrying out the process of spreading awareness which is an important function of any community radio.The Anna FM 90.4 also airs programs on environment, health and rural development. .

The principal functions of community radio 

• To reflect and promote local identity, character and culture by focusing principally on local content. Culture is how the people of a community talk about their past and their future. Culture is infinitely variable and constantly evolving. Community culture is also artistic expression through local music, dance, poetry, theatre and story telling. Culture is also language, so programming includes the languages of any minority groups in the community. 
• To create a diversity of voices and opinions on the air through its openness to participation from all sectors. Some discord is present in all communities, but the acknowledgement of con- flict is necessary for democracy and for democratic communities. Community radio tries to air objectively all sides of a discussion without itself taking sides.
• • To encourage open dialogue and democratic process by providing an independent platform for interactive discussion about matters and decisions of importance to the community. Community radio provides the forum  to bring democratic decision-making closer to the people concerned.

• To promote social change and development. In marginalized communities people all have their individual perceptions about their situation, but  for change and development need a  collective perception of the local reality and of the options for improving it. This collective perception can only be achieved through internal discussions to analyse specific problems, identify possible solutions, and mobilize the appropriate people or groups for action. Community radio provides the perfect platform for this internal discussion.
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•  To promote good governance and civil society by playing a community watchdog role that makes local authorities and politicians more conscious of their public responsibilities. The community radio gives them a voice to air their grievances and obtain their due rights.
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•  Some other functions of community radio include: sharing of information and innovation; giving a voice to the voiceless, especially to women and young people in some societies; and providing a social service as a replacement for the telephone.

Source: http://www.youthkiawaaz.com/2011/02/community-radio-for-rural-development/
           http://www.infoamerica.org/teoria_textos/community_radio.pdf

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Important Indian govt Campaign

Make in India is an initiative of the Government of India to encourage to attract the global world as well as domestic, companies to invest and manufacture in India. It was launched by Prime Minister Narendra Modi on 25 September 2014.  It then became an international marketing campaign.

the web site http://dipp.nic.in/English/Investor/makeinindia.aspx

The major objective behind the initiative is to focus on job creation and skill enhancement in in which the Government has identified 25 major sectors which have the potential of becoming a global leader. . The application for licences was made available online and the validity of licences was increased to three years. Various other norms and procedures were also relaxed. In August 2014, the Cabinet of India allowed 49% foreign direct investment (FDI) in the defence sector and 100%  in railways infrastructure. The defence sector previously allowed 26% FDI and FDI was not allowed in railways. People from far and wide are planning to visit the fair, which has ‘Make in India’ as its theme this year, and is soaked in colours of both Indian and international crafts.“ It also aims to allow FDI in the country as well as bring back to health the loss-making Government firms. T

The Make in India campaign is completely under the Central Government,. The campaign was designed by Wieden+Kennedy

Folk artists of Maharashtra create a foot-tapping rhapsody to attract visitors at the state’s pavilion. (Manoj Verma/HT)

make in India Visual

India Shining

India Shining was a marketing slogan referring to the overall feeling of economic optimism in India in 2004. The slogan was popularized by the then-ruling Bharatiya Janata Party (BJP) for the 2004 Indian general elections. The slogan initially developed as part of an Indian government campaign intended to promote India internationally. The target audience of the campaign particularly in urban areas citizen.

The slogan and the associated campaign was developed by national creative director Prathap Suthan, in consultation with Finance Minister Jaswant Singh. The BJP government has spent an approximate cost of Rs. 500 crores for the advertisements campaign during 2004 Parliament. After the election by former Deputy Prime Minister L.K. Advani, who described it as "valid," but "inappropriate for our election campaign.  

.

The slogan was then used as a central theme in the BJP's campaign for the 2004-05 national elections, a move criticized by the BJP's political opponents, who felt that public money was being used for partisan purposes. In response, the Indian Election Commission banned the slogan's broadcast until after the elections, although BJP politicians continued to use the slogan in other contexts. 

Swachh Bharat Abhiyan

Swachh Bharat Abhiyan (Hindi: स्वच्छ भारत अभियान, English: Clean India Mission and abbreviated as SBA or SBM for "Swachh Bharat Mission") is a national campaign by the Government of India, covering 4,041 statutory cities and towns, to clean the streets, roads and infrastructure of the country. 

Swacch Bharat Abhiyan refers to clean India campaign initiated by the Prime Minister of India, Mr. Narendra Modi. The basic objective of Clean India Mission is to achieve the path of cleanliness and hygiene all over India. Implementing Clean India Mission, also called the Swacch Bharat mission will be an important step towards the further development of India. Swacch Bharat Mission is the utmost way to achieve greatness and success in many spheres of life as well as boost the economy of the country.

It was performed in remembrance of Mahatma Gandhi's words. It is India's biggest ever cleanliness drive and 3 million government employees and school and college students of India participated in this event. The mission was started by Prime Minister Modi, who nominated nine famous personalities for the campaign, and they took up the challenge and nominated nine more people and so on. It has been carried forward since then with people from all walks of life joining it.

Mr. Narendra Modi has time and again reiterated that cleanliness has always been close to the heart of Mahatma Gandhi. Mahatma Gandhi longed to see a clean India where people would work in harmony, holding each other’s hand to make ‘Bharat’ clean. Mr. Modi promotes Mahatma Gandhi’s vision through the Swacch Bharat Abhiyan. Through this mission The Honorable Prime Minister is asking people from all walks of life to help in creating a cleaner and more beautiful India.

The mission seeks to achieve the goal of a clean and a new India in the coming five years, in a way that the 150th birth anniversary of Bapu can be marked as the day of accomplishment of this mission. As many as nine public figures: Mridula Sinha, Sachin Tendulkar, Baba Ramdev, Shashi Tharoor, Anil Ambani, Kamal Hasan, Salman Khan, Priyanka Chopra and Team Tarak Mehta ka Oolta Chashma – have been invited by the PM to make a contribution towards Swachh Bharat, and the people of India are also to invite nine other people to take part hence forming a chain. People are also asked to share their views on social media using the hash-tag #MyCleanIndia.

Swacchh Bharat Abhiyan was promoted through many mediums but catchy slogans and phrase resulted to be one of the most efficient ways to propagate the missions’ reach. Not to forget the slogan contest winner for the Swacch Bharat Mission was “Ek kadam Swacchhta ki ore”. Meanwhile certain slogans on Swachh Bharat have spread like wildfire. Edcoogle brings you 26 Swachh Bharat Mission slogans that will increase your awareness about this campaign and also help you with your homework.

http://www.edcoogle.com/blog/2015/06/26-slogans-swachh-bharat-mission-help-homework/

This campaign aims to accomplish the vision of a 'Clean India' by 2 October 2019, the 150th birthday of Mahatma Gandhi. Specific objectives are:^{[citation needed]}

·        Elimination of open defecation

·        Conversion of unsanitary toilets to pour flush toilets (a type of pit latrine, usually connected to two pits)

·        Eradication of manual scavenging

·        100% collection and processing/disposal/reuse/recycling of municipal solid waste

·        A behavioural change in people regarding healthy sanitation practices

·        Generation of awareness among citizens about sanitation and its linkages with public health

·        Supporting urban local bodies in designing, executing and operating waste disposal systems

·        Facilitating private-sector participation in capital expenditure and operation and maintenance costs for sanitary facilities

The components of the programme as listed in the SBM guidelines are:

·        Construction of individual sanitary  for households below the poverty line with subsidy (80%) where demand exists.

·        Conversion of dry latrines into low-cost sanitary latrines.

·        Construction of exclusive village sanitary complexes for women providing facilities for hand pumping, bathing, sanitation and washing on a selective basis where there is not adequate land or space within houses and where village panchayats are willing to maintain the facilities.

·        Setting up of sanitary marts.

·        Total sanitation of villages through the construction of drains, soakage pits, solid and liquid waste disposal.

·        Intensive campaign for awareness generation and health education to create a felt need for personal, household and environmental sanitation facilities.

·        End of manual scavenging of garbage.

·        The program plans to construct 12 crore toilets in rural India by October 2019, at a projected cost of 1.96 lakh crore .The government has spent 94 crore only on print, radio and television ads to promote the cleanliness mission that PM Modi launched on Mahatma Gandhi's birth anniversary October 2 last year.  As of May 2015, 14 companies including Tata Consulting Services, Mahindra Group and Rotary International have pledged to construct 3,195 new toilets. As of the same month, 71 Public Sector Undertakings in India supported the construction of 86,781 new toilets. India about garbage issues  via twitter based app.NIT Rourkela PhD students and Sacred Heart School Students,Tumkur have made a short film on Swachh Bharat, conveying the message that Swachh Bharat is not a one-day event but should be part of life, in order for the goal of a clean India to be achieved.

Prime Minister of India, Narendra Modi launched the Swachh Bharat Abhiyan or Clean India Mission on the birth anniversary of Mahatma Gandhi on October 2, 2014 at Rajghat in New Delhi.
Here are 7 facts you should definitely know about the campaign:
1. The national campaign led by the Government of India is covering 4041 statutory towns across India and aims to make the streets, roads and infrastructure clean by October 2, 2019 (Mahatma Gandhi's 150th birth anniversary)

 2. The mission is estimated to cost around 62,009 crore rupees, of which 14,623 crore rupees will be borne by the Union Government
3. The urban component of the mission is being implemented by the Union Ministry of Urban Development and is India's biggest ever cleanliness drive. Around three million government employees and school and college students of India participated in the event in its initial phase. However, the rural component of the mission will be implemented by Union Ministry of Drinking Water and Sanitation
4. The mission was started by Prime Minister Modi, who, on December 25, 2014, nominated nine famous personalities for the campaign. They took up the challenge and nominated nine more people. Thereafter, it has been carried forward with people from all walks of life joining it. The nine public figures selected by Modi to propagate the mission include:
known fact

 5. The goal also includes the elimination of open defecation, conversion of insanitary toilets to pour flush toilets, eradicating of manual scavenging and Municipal Solid Waste Management (MSWM).
Major components of the goal:
a) Construction of individual sanitary latrines for households below the poverty line with subsidy (80 percent) where demand exists
b) Conversion of dry latrines into low-cost sanitary latrines
c) Construction of exclusive village sanitary complexes for women providing facilities for hand pumping, bathing, sanitation and washing on a selective basis where there is not adequate land or space within houses and where village panchayats are willing to maintain the facilities
d) Setting up of sanitary marts
e) Total sanitation of villages through the construction of drains, soakage pits, solid and liquid waste disposal
f) Intensive campaign for awareness generation and health education to create a felt need for personal, household and environmental sanitation facilities.
This would cover 1.04 crore households, provide 2.5 lakh seats of community toilets, 2.6 lakh seats of public toilets and solid waste management facility for all towns.

 6. History:
With effect from April 1, 1999, the Government of India restructured the Comprehensive Rural Sanitation Programme and launched the Total Sanitation Campaign (TSC).
To give a fillip to the TSC, effective June 2003, the government launched an incentive scheme in the form of an award for total sanitation coverage, maintenance of a clean environment and open defecation-free panchayat villages, blocks and districts, called Nirmal Gram Puraskar.
Effective April 1, 2012, the TSC was renamed to Nirmal Bharat Abhiyan (SBA). On October 2, 2014 the campaign was relaunched as Swachh Bharat Abhiyan
7. A Swachh Bharat Run was organised at the Rashtrapati Bhavan on October 2, 2014. According to a statement from the Rashtrapati Bhavan, around 1500 people participated and the event was flagged off by President Pranab Mukherjee. Participants in the run included officers and their families.

 

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Incident,inciting incident and key incident

What is character but the determination of incident? And what is incident but the illumination of character?" Incident define as "a specific event or occurrence that occurs in relation to something else.  A incident serves two important and necessary functions in the craft of story ­telling: (1), it sets the story in motion; and (2), it grabs the attention of the reader and audience. Seeing the relationship between this first incident and the story line is essential to an understanding of good screenwriting

The inciting incident, was a cinematic tool he used to set up the story from page one, word one. The opening  incident, is called the inciting incident, because it sets the story in mo­tion; it is the first visual representation of the key incident, what the story is about, and draws the main character into the story line

Distinguish  an inciting incident and key incident

An  inciting incident that opens the film. It sets the story in motion. That is its function.the inciting incident will either be action-driven or character-driven. It does not have to be a tense action or dramatic sequence—it can be a scene involving a situation. In kuttam kadithal  the inciting incident is the boy student Chezhian response about a kiss , and the key incident comes when the the student fainted on the   teacher slap. 

In kaka muttai the children wish to get a piza for eat. they plan to get the  piza and lead many incidents. The kids are get ride from the shop that they wore dirty dress that is a key incident the put forward the story. 

The inciting incident always leads us to the key incident; which is the hub of the story line, the engine that powers the story forward. 
The key incident reveals to us what the story is about. 

These two incidents are essential parts of the whole that must be established when you are setting up the screenplay. Many times the key incident and Plot Point I are the same. Sometimes the key incident will be something that has affected  character's life at an earlier time.

The dramatic premise could be said to be a conceptual description of what the story is about, while the key incident would be that specific scene or se­quence that is the dramatic visualization of what the story is about.

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