Measuring Acquisition Equity
Acquisition equity is the potential monetary value of acquisition for the organization. It provides the stage for customer equity data to be encapsulated in the financial database of organization. Measuring acquisition equity is indigenous and simple process to implement, the only hurdle is the collection data before this calculation is made. Computation comprises of following […]
Unethical Marketing Practices by Hotel Booking Websites
During the dot com boom, online travel agencies had taken the entire world by storm! Travel websites which offered customers the convenience of being able to compare and book hotels from the comfort of their home became bug business. Companies like Travelocity and Expedia have business interests all across the world. However, about twenty years […]
Corporate Philanthropy and Direct Marketing
What is Corporate Philanthropy? Corporate philanthropy is the act of donating money to social causes. In these times, when corporate social responsibility is the buzzword what with governments specifying the terms under law, corporate philanthropy is no longer the earlier scenario where employees pool together money with matching contribution from the organization and then they […]
Choosing Brand Elements to Build Brand Equity
Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity. These brand identifiers are referred to as brand identifiers. Brand identification can be done through various ways; for example, Unique Selling Proposition (USP), Logo, Style, Brand Ambassador, Etc. Brand elements facilitate the process of consumer […]
What is Good Corporate Governance ?
Corporate Governance is the art of directing and controlling the organization by balancing the needs of the various stakeholders. This often involves resolving conflicts of interest between the various stakeholders and ensuring that the organization is managed well meaning that the processes, procedures and policies are implemented according to the principles of transparency and accountability. […]
In many countries, the media is used by the government as an instrument of control and for propaganda purposes. For instance, the Chinese media is heavily controlled and censorship is direct and deep.
In countries like the United States, though there is no explicit control, the media is expected to follow the line set by the corporates and the establishment. Of course, this does not mean to say that the media in the US is biased.
Just that the forms of control are different and with corporate media houses ruling the roost, sponsors, and advertisers determine the agenda. This is the case in India largely thanks to the tradition of the press being an agent of change in the country.
The other aspect here is that all governments irrespective of whether they are democratically elected or authoritarian realize the importance of the media in the agenda setting function and hence use the media to their advantage.
It is common to find media houses aligned to one political party or the other. This is the case in many countries around the world. The difference is the degree of manipulation that the establishment resorts to in each country.
The previous section might have touched upon the negative aspects of the media and hence, this section is intended to bring out the other side of the story (no pun intended). Despite restrictions and censorship, mediapersons in many countries work tirelessly and courageously to report and publish according to their conscience and not according to the dictates of the establishment.
With the advent of the internet and social media, it has become easy for journalists with a conscientious bent of mind to pursue their passion and ideals. Because of the fluid nature of the medium, the internet is harder to control and manipulate though there are cases where the establishment resorts to control over websites and the publications.
Considering the fact that mediapersons have to walk a tightrope between the establishment and their duty to the citizenry, the bottom line imperative ought to be fairness, truthfulness, and objectivity in their reporting. This can be done by ensuring that stories that are controversial are not killed or buried in the maze but instead, they are given the importance they deserve.
Further, media houses ought to shun the temptations of power and perks and be neutral and unbiased in their reporting. This can be achieved if the mediapersons do not fall into the habit of receiving favors from the establishment and the corporates beyond a point.
Finally, it is simply not possible to have objectivity all the time as sponsorship and advertising revenue is the backbone of the media. Therefore, the aim should be to be as objective as possible and as independent as possible within the constraints. This is not a tall order and can be achieved with experience and a deep-rooted commitment to values instead of being driven by profits alone.
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