SOCIAL MEDIA- THE NEW PILLAR OF DEMOCRACY (By- Sakshi Pranav Mehta)
SOCIAL MEDIA- THE NEW PILLAR OF DEMOCRACY
Authored By- Sakshi
Pranav Mehta
1.
Abstract
Media makes us aware of
the social, political and economic activities around us. It is a mirror that
reveals to us the bare truth or harsh realities of life. The news media, in any
form be it in print form or TV/radio, its main task is to inform people about
news that is unbiased and without any censorship or tampering. But since the
time of social media has come into existence the meaning of sharing and
creating is completely changed. The media can only put news and leave it on
public to assess. While social media is a free space for people to put their views
across and it can incorporate others opinions too, however contradicting the
view might be.
2. Introduction
As per the latest trend
and news, Indian Media & Entertainment Industry is to touch $30.6 billion
by 2023[1].
In 2011, the Indian Media & Entertainment (M&E) Industry registered a
growth of 13 percent over 2010, to reach INR 728 billon. The growth trajectory
is backed by strong consumption in Tier 2 and 3 cities, continued growth of
regional media, and fast increasing new media business. While television
continues to be the dominant medium, it has become a household entertainment
screen, sectors such as animation & VFX, digital advertising, and gaming
are fast increasing their share in the overall pie, with the new movies coming
with VFX effect are presently creating a new trend in entertainment industry.
movies like RA-1, Bahubaali and the latest KGF are the perfect examples of VFX
effects.. Radio is expected to display a healthy growth rate after the advent
of Phase 3. Print, while witnessing a decline in growth rate, will continue to
be the second largest medium in the Indian M&E industry. Also, the film
industry have a reason to cheer, with multiple movies crossing the INR
1000crore mark in worldwide collections . The Indian advertisement industry is
growing very well with the rise of 19% it is expected to reach the peak of
Rs.254 billion in 2022,contributing to 41 percent of the overall M&E
industry’s revenues.
Advertising revenues had witnessed a growth of 15.3% percent in 2020, as
against 17 percent observed in 2010. The traditional media businesses
experienced a slow down compared to last year, especially during the lockdown.
However, the new media segments like Animation and VFX, Online and Gaming
businesses witnessed phenomenal growth rates.
The media industry in 2011 in a nutshell –
• Print: with the dynamic changes brought in the print industry , the
value of print industry across India was over 225 billion Indian rupees in
2021, It is further expected to grow with tremendous growth.
• Television: Television Industry
in India is growing rapidly, due to new trends and the new concept TVshows and
reality shows ,it has become a very profitable market , In 2021, India’s
television industry was worth approximately
720 billion Indian rupees . it is expected to further grow to 826
billion Indian rupees by 2024 , which clearly states how valuable this industry
is , with the compound annual growth of five percent .
• Films: Film Industry is such an industry which evergreen, no matter
what the situation is it always entertains us with the films and profits,
though due to corona virus outbreak the film industry couldn’t do that good,it
showed the value of around 183 billion Indian rupees , however it is said to be
doing well in 2022 by growth of around 196 percent .
• Music: After the hiatus in
2020, Indian music industry has made good comeback by showing growth of 20.3%
in 2021. It is an industry that is growing rapidly ,with the entry of new music
Apps like SpotiffyGaana, and other apps ,it is now taking a different
progressive shape , it has been growing at an annual compound growth of 15.78%
over last five years .
• Radio: With the growing other industries radio industry is also
growing at very good pace , though the revenue of radio was not so good in
2020, the market size was projected to reach around 44.5 billion rupees by
fiscal year 2024 .
•[2]New
Media: The digital advertising industry in2021 stood at Rs.70,715 crore, which
18.6% higher over 2020. This industry is achieving new heights every coming
year the progress that is shown by this industry is amazing .it showed the
growth of Rs.15,782 crore in 2020 to Rs.21,353 crore in 2021 , growing at
35.3% CAGR.
• Animation & VFX: The increasing growth of the OTT channels has
increased attention on animated intellectual property content and have got
larger investment in VFX by studios has
created opportunities in both domestic and international markets.
3.
Democracy And Media
“Media has continuously been a
really vital pillar of the society. Apart from broadcasting
the events, it additionally motivates this provides. The
media space has modified tons with the
event of social media. Media may be a platform that
reflects the fact of the society. Within the world’s
largest democracy Asian country, elections fit because
the supreme faith. Planned Political selling is growing in
at a speed with each party transfer in additional of
newer tools and techniques to win elections. Even, regular opinions of
celebrities encourage the general mass in making their
own belief. This study displays the impact of media as a platform of
nation building through political, social and cultural democracy. Give me the
freedom to understand, to utter, and to argue freely in keeping
with conscience, specifically liberties”. - John Milton. [3]Media is
known as the fourth pillar of democracy. Freedom of press
has continuously been a special right in all democracies.
“Growth and development of representative democracy are such a
lot tangled with the growth of press that the press
has come to be recognized as an institutional limb of
contemporary democracy The a part of media during
a democratic system has
been wide questioned. India has the most
important democracy within the world and media includes
a influential existence within the country. The
media nowadays has well and really unfold its
branches, From being restricted to the whims of a
few people, it's come a long way to become a
means of contribution. Democracy is essentially a rule by
the people that is in distinction to monarchies or
aristocracies. One of the crowing glories of the democratic
system is the freedom of expression and therefore
the space that is provided to views
from different sections of the society. A democratic
system will run to its utmost possible once there's wide
participation on the part of the
general mass that isn't possible without individuals get informed about various concerns.
Reliable info resources are a vital ingredient of any
democratic society. This is often wherever media steps in; Mass
media in its completely different forms have influenced human life within
the present century. They need primarily
provided information and recreation to people across
countries whereas the fourth estate has been so
as for a long while, it looks to have accomplished its
true potential and purpose within the new
millennium solely within the true spirit of democracy as
envisaged by Abraham Lincoln’s of being an institution ‘of
the people, by the people and for the people This has
been facilitated by the advent of the social media. With
its capability to beat the geographical barriers and therefore
the due to the near-absence of gatekeepers, the social media
seeks to produce a platform of data - sharing to all
or any the taking part people. this is
often vital as a result of info and social awareness have
emerged as vital factors of human direction.
4. Importance Of The Press And Its
Freedom
The press has been given the duty of checking and leveling the administration and therefore the regime.
Whenever there's any
wrong happening within the the
society .Press is that the only one to lift a voice. Moreover, we've got faith within the press to gather verify and pass around the facts and
figures that influence
people’s selections. If the
press won’t have the freedom to try and do all this, the people are going to be within
the dark. Therefore, we
have a tendency to see however if
even anybody of those liberties is removing from the press, the
voiceless can lose
their voice.
Moreover, we
have a tendency to see how censorship
of the press is nothing but a dictatorship, once the govt. imposes
censorship on the press, it clearly means that they're attempting to cover one thing. Someone solely hides lies and not the reality. Thus, this
manner the citizens will be influenced into thinking there's nothing wrong with the govt. afterwards, once there
remains no agency to report the
reality, the govt. can gain absolute power. In
short, freedom of the press is
vital for the graceful functioning
of democracy. It's important for citizens to be socially responsive to happenings within the world. One should have the ability to criticize the
government; it'll keep
the administration on their toes to
try and do higher for
the country.
5. Duty Of A Press
“Freedom of Press isn't absolute, unlimited and unfettered at all times and altogether circumstances as it would cause disorder and anarchy.”The media contains a immense responsibility on their shoulder to relinquish society in right direction. They have to be alert and truthful. Media has an prestigious and a really necessary role to play in any form of government, whether or not democratic or totalitarian. The data that the media generates ,helps in shaping the views of the society. After you have such a power to influence the views of a full public, then you want to be even more matured. In fact, the media is typically additional prestigious and powerful than the govt.They need people’s belief and support. However, such an influence given to somebody or organization is sort of dangerous. In different words, any media while not restraints will be risky. As they need the ability to showcase something, they will present and report something and twist the facts as per their agendas. They need the ability to cause peace moreover as outrage amongst the folks. A press will simply manipulate the public’s opinion. This is often why we'd like accountable journalism to refrain the media from news false facts which can hurt the harmony and peace of a country.
6. Power Of Social
Media (The New Weapon)
There are lot many sources of media and the persons
following it are also huge. There are too many platforms that convey the
routine news and media on social media. The latest and fastest known and used
form of media is the mobile technologies. The mobile media is the result of
fast internet services and origin of new mobile based technologies. Nowadays
the use of social media is mostly through the use of mobile technology. The
basic online platforms used are face book, instagram, whatsapp and other
different messengers. In 2019, there were around 300 million active users on
different social media platforms.
Barack Obama’s use of social media in his 2008
Presidential Campaign has been wide acclaimed
and written regarding. at the same time, Obama’s ability to
mobilize American youth
not solely energized
his campaign, however ultimately
became his strongest choice section. Youth voters used social
media to make a
non-traditional voter-politician relationship with Barack Obama, however political following manifested itself throughout the campaign, and what
this new, mediate relationship
between politicians and voters may imply
for the longer term of
politics. A study by PR firm Edelman attributes Obama’s ‘landslide victory’
primarily to his self-made use
of social media (Lutz, 2009). However what precisely is social media and the way will it disagree from social networking
sites (SNS)? Social networking sites, that embrace Face
book, Twitter, MySpace, blogs, and YouTube, area unit outlined by
Boyd & Ralph Ellison (2007)
as web-based services facultative people to:
(1) Construct a public or semi-public profile among a bounded system,
(2) Articulate a listing of different users with whom they share a association,
(3) View and traverse their list of connections and people created by others among the system.
According to Kaplan &Haenlein (2010), social media encompasses technology that enables for user-collaboration similarly as User Generated Content (USG) that focuses on
(1) Construct a public or semi-public profile among a bounded system,
(2) Articulate a listing of different users with whom they share a association,
(3) View and traverse their list of connections and people created by others among the system.
According to Kaplan &Haenlein (2010), social media encompasses technology that enables for user-collaboration similarly as User Generated Content (USG) that focuses on
individual participation
and content creation. For Kaplan &Haenlein (2010), social media includes:
blogs, social networking sites (such as Facebook and Twitter), content
communities (such as YouTube), and cooperative comes (such as Wikipedia). This
study uses Kaplan and Haenlein’s (2010) definition of social media with
sole target blogs,
social networking sites, and content communities.
In India Prime Ministerial candidate NarendraModi had
a start and
their quality similarly as reach through social
media is way quite that of the other parties. NarendraModi
has the very best followership
in twitter whereas in
Facebook one will see several Facebook pages dedicated
to him with right smart following.
He was one amongst the first movers into the social
media paradigm and it worked for him. AamAadmi Party too has got to provides a sure portion of its electoral
success in city to the
impact it may produce through the social
media. but parties
like Congress {and several|and a number of different|and several other} other political parties were late in realising
the reach of the social media and
also the quite impact
it may produce.
Nirbhaya case had cut deep into the heart of people of
India irrespective of caste, creed or religion. The unfortunate incident
inspired a whole generation to stand together for women’s rights and make the
state answerable for its citizens. There were calls for social change that were
not based on clichés of being holistic but on equality for men and women in
opportunity and access, in education and familial structures. An important part
in raising this debate was played by the media, both national and foreign. The
amazing characteristic of the nationwide protests was never called for by any
political party or a religious leader. It was a people’s movement and it was
the conscience of the people who made them come out and demand justice for
Nirbhaya. Television broadcast the developments all the time but people on the
streets certainly were not watching Television. News reached them on their cell
phone via Facebook and Twitter and also via other news sites. People received
the reactions of prominent people who are respected and hold a special place in
society on twitter and got bonded likenever before. With so many people
pitching in, it was people’s movement. Media also seethed with anger. People
connected with each other on social networking sites, offering an insight into
how it has emerged into a space for nuanced debate.Media activism of a powerful
kind, of a type that jolts people out of their comforts and brings them on a same
stand calling for both, meaningful dialogue and action for a better future, is
not to be shunned, but actively promoted through social media.
Today, most of the talking happens on social media.
India’s biggest chunk of population i.e. the young India spends a considerable
amount of time on Twitter, Facebook and on mobile
messaging applications. The reach might be
questioned by traditional media players but today from politics to films, from
an actor to a cricketer, everybody has a social media presence and is also
using it effectively. With this new wave, brands realized that along with other
mediums like radio, television, print, etc the consumer also happens to be on
social media.
Social media, a relatively newer entrant in the field of
mass media, has proved to be more democratic than newspaper and television.
Social media has provided the opportunity for citizens who are conversant with
the medium to express their views about a number of issues. In many cases
groups have been formed by likeminded people who discuss and debate over a
number of decisions on the part of the government and seek new ideas for way
ahead. The power of the medium can be easily judged from the developments in
India in recent times. The barrier to communication is minimal in this medium
which helps in the formation of a participative environment. There is also
better empowerment of the users through higher level of interactivity and
flexibility in selection of media outlets. The potential of the medium lies in
its ability to be more personalized by offering user-created content.
Nevertheless, there is the threat of advertising revenues
influencing media outputs. Those who control considerable wealth have the
opportunity to sway public opinion in their favour with the help of mass media.
In the 2G scam the Radio Tapes controversy brought in focus the journalist,
politician and industrial conglomerate nexus. Developments like these are a
threat to democracy and undermine the media fraternity.
7.
Misuse
Of Social Media
The
extreme use of social media is resulting in misuse and causing illegal use of
it, which is in turn leading to different issues which are very concerning in
today’s world. the overuse of social media by the society, is causing a risk to
the society and it needs to be protected by making strict guidelines. In 2021
the information technology act has given certain guidelines regarding the use
of digital media.
As the use of technology is rising
so is need to protect the common people from cybercrime is increasing. The
excessive use of social media has resulted in the cybercrime. To bring control
on these new guidelines in 2021 were released by the Ministry of Electronics
and Information Technology in February. Social Media intermediaries were given
a 3 month period to comply with this rule[4].The
IT Rules aims to empower ordinary users of different social media platforms and
OTT platforms with a mechanism for redressal and timely resolution of their
complaint with the help of a Grievance Redressal Officer (GRO) who should be a
Resident of India. Special importance is given on the protection of women and
children from sexual offences, fake news and other misuse of media. A three
level grievance redressal mechanism has been mandated which includes the
appointment of GRO, self-regulatory bodies registered with the MIB.
While these rules were challenged by
many on ground of violation of freedom of speech, the government clarified that
these rules permit social media platforms to operate in India freely but due
accordance to the law. The rule came at the time when country was facing
difficulty in ensuring safety and sovergnity of the cyberspace and the personal
data. Social media is becoming a important part of one’s life. Whatsapp
currently has a user base of 390 million in the country, accounting of the
largest no. of subscribers in the world[5].
Instances of use of bad languages,
defamatory content and hate speech in these platforms have become very common.
There is persistent spread of fake news, rampant abuse of the platforms to
share altered images of women and other contents that threaten the dignity of
women and the threat to security. In view of such emerging challenges, the SC
in 2018, in the Tehseen S. Poonawala vs Union of India case, directed the govt.
to curb and stop dissemination of explosive messages and videos on various
platforms which have tendency to create mob violence and lynching of any kind[6].
The court in 2017 observed that government should frame necessary guidelines to
eliminate child pornography, rape and gang rape imageries, videos and sites in
content hosting platforms and other applications[7].
[8]Key
features of the IT Rules 2021.
1.
Due Diligence by the intermediaries.
2.
Prescribes certain requirement for online
publishing.
3.
Prescribes the Code of Ethics for publishers of news
and current affairs.
4.
Provides for the Grievance Redressal Mechanism.
5.
Provides for oversight by the Ministry of
Information and Broadcasting.
8. Conclusion
Freedom
of speech and expression is the basic right of the democracy. However there is
no freedom that is absolute and without any restrictions. Maintain a balance
between fundamental right and ascertaining the reasonableness of the
restriction has been a constant effort since the start.