Introduction

A common person in the city usually wakes up checks the TV news or newspaper, goes to work, makes a few phone calls, eats with their family when possible and makes his decisions based on the information that he has either from their co workers, news, TV, friends, family, financial reports, etc.

What we need to be aware is that most of our decisions, beliefs and values are based on what we know for a fact, our assumptions and our own experience. In our work we usually know what we have to do based on our experience and studies, however on our daily lives we rely on the media to get the current news and facts about what is important and what we should be aware of.

We have put our trust on the media as an authority to give us news, entertainment and education. However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works.

Any Information if it needs to be transferred from one place to another, to mass of people or to a person, needs a medium; this medium which communicates the information from one entity to another is called Media. In communication process the word media literally, is the plural form of the word medium, means channels of communication. In material form it is a newspaper, printer matter, radio broadcast, telecast or internet message which may also include advertisements. Practically media is the intervening object relating to communication for the purpose of imparting or conveying from one person to another.

The role of media is not mere medium of communication but its a medium of effective communication which tries to indulge its entity with its effective means of presentation, there by convincing and encouraging the entity to accept the information delivered by media. There are different types of media been used over different period of time, now lets look at the important types of media which has played a prominent role in human society.
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Social change is the transformation of culture and social organization/structure over time. In the modern world we are aware that society is never static and that social, political, economic and cultural changes occur constantly. There are a whole range of classic theories and research methods available within sociology for the study of social change.

There are three main characteristics of social change (Macionis 1996): It happens everywhere, but the rate of change varies from place to place. For example, the United States would experience faster change, than a third world country that has limited access to technology and information.

Social change is sometimes intentional but often unplanned. For example, when the airplane was invented people knew that this would increase and speed travel. However, it was probably not realised how this invention would affect society in the future. Families are spread throughout the country, because it is easier to return for visits. Companies are able to expand worldwide thanks to air travel. The numerous crashes and deaths related to airplanes was not predicted either.

Social change often generates controversy. For example, the move over the recent years to accept homosexual rights has caused Controversy involving the military, religion, and society overall.

Broad Theories of Social Change

Theories of Societal Change Factors in societal change may be summarized under three main headings: economic, political and Cultural. Marx is perhaps the most famous proponent of the notion that societies/forms of social organization are largely determined by economic factors, and in particular the impact of industrial capitalism. Among political influences the state government now plays a very large role in social life and change in industrial societies. Cultural influences clearly play an important part in social change. For
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example, secularization and the development of science have had major effects on the way in which we think, attitudes to legitimacy and authority, and have thus also influenced social structures, systems and values (Giddens and Duneier, 2000). If these are the key factors in societal change, foundations wanting to effect change at this level need to focus on changing economic, political or cultural structures and processes. This macro approach to social change is adopted by some international foundations aiming to change economic and political conditions. These fundamental themes of resources, power/politics, and cultural factors reappear, in a sense, in theories of organizational change.

Theories of Individual and Group Change The themes of organizational change have parallels in theories of individual and group change. According to Backer (2001), behavior is more likely to change if: the person forms a strong positive intention, or makes a commitment, to perform the behavior; there are no environmental constraints that make it impossible for the behavior to occur; the person possess the skills necessary to perform the behavior; the person perceives that the advantages of performing the behavior outweigh the disadvantages; the person perceives more normative pressure to perform the behavior than not to perform it; the person believes that performance of the behavior is more consistent than inconsistent with his or her self 'image or that it does not violate personal standards; the persons emotional reaction to performing the behavior more positive than negative; and the person perceives that he or she has the ability to perform the behavior under a number of different circumstances.(Backer, 2001) Foundations wanting to encourage change at this level might work to reduce environmental constraints on changing particular behaviors, and/or try to alter the advantage/disadvantage calculus by attempting to strengthen normative pressures.

Media and society In the last 50 years the media influence has grown exponentially with the advance of technology, first there was the telegraph, then the radio, the newspaper, magazines, television and now the internet. We live in a society that depends on information and communication to keep moving in the right direction and do our daily activities like
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work, entertainment, health care, education, personal relationships, travelling and anything else that we have to do.

A History of Media Generation one consists of memory and speech, generation two followed print and film media, generation three was the era of phone and television and finally generation four is of multimedia and Internet. The first generation of media is adequate for hunter gatherer society. How did we manage the transitions to an agricultural society, an industrial society and now an information society Over historical time, we have supplemented this first generation of media with three further generations of media. We have developed means of storing and transmitting information outside our bodies. We learned to store information outside our bodies with telephone and television (third generation), and to both store and transmit information outside our bodies in multimedia and internet (fourth generation).

1) First Generation 2) Second Generation 3) Third Generation 4) Fourth Generation

1) First Generation: During planetary stage, Two species coexisted during this

period, as candidates for our ancestors. Homo sapiens, sapien (Cro-Magnon) survived, where as Homo sapiens neanderthalensis (Neanderthal) perished. Cro-Magnon won the battles for survival over Neanderthal, not because they were bigger and stronger, but because they had better vocal equipment to sustain language. Thus communication was an important factor right from the beginning. Its importance is traditionally linked to the need for cooperation in hunting large animals. However the fact that large animals hunt us also plays a role. To defend ourselves we clustered in groups so that we have many eyes and many ears to warn us of their approach. Since social animals need to trust one another, we established trust through mutual grooming, when the social group got too large for direct grooming. Gossip too serves
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an evolutionary function because it leads to a bad reputation and thus ostracizing of members of the group who cant be trusted. Thus, whether for attack or for defense, communication played a role right from the beginning.

2) Second Generation: The idea that the invention of printing was epoch-

making is an old one, whether the new technique was discussed on its own, coupled with invention of gunpowder, or taken as part of a trio of print, gunpowder and the compass. For the English philosopher Francis Bacon (1561-1626),this was a trio which had changed the whole state and face of things throughout the world, although the French essayist Michel de Montaigne(1533-92),writing a generation earlier, had reminded his readers that the Chinese had already enjoyed the benefits of printing for 'a thousand years'. Samuel Hartlib, an East European exile in Britain who supported many schemes of social and cultural reform, wrote in 1641 that the art of printing will so spread knowledge that the common people, knowing their own rights and liberties, will not be governed by way of oppression'.

The rise of newspapers in the seventeenth century increased anxieties about the effects of print. In England in the 1660s, the chief censor of books Sir Roger L'Estrange, was still asking the old question whether more mischief than advantage were not occasioned to the Christian world by the invention of typography. O Printing! How thou last disturbed the peace of Mankind!, wrote the English poet Andrew Marvell (1621-78) in 1672. Scholars, or more generally anyone in search of knowledge, confronted other problems. The so-called information 'explosion' - a metaphor uncomfortably reminiscent of gun powder - which followed the invention of printing, called for new methods of information retrieval and information management, just as the Internet does in the twenty-first century. In the early Middle Ages the problem had been the lack of books, their paucity.

3) Third Generation: The life of the telephone can be thought of as consisting

of three phases the telegraph, the standard telephone and the mobile. It is important to note that these phases intersect and overlap rather than follow a pattern of simple beginning and ends. There are, as can be expected, a number
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of places where events and technological developments dont fit exactly into neat periods. Each of the phases brought about some changes in society at different time period, lets look into one such phases has lead to social change at a period of time. Telegraphy: 1780 to 1870: The invention and development of the telegraph. It starts with the first visual telegraph systems in France around the time of the French revolution, the telegraph became one of the most significant technologies. The state used it to coordinate warfare and maintain political control. It represented one of historys first extensive technological communication systems and inspired a range of new ways of thinking about information codes, and the capacity for, and implications of controlling time and space.

4) Fourth Generation: If a person with (or without) effort can have access to a networked computer and is able to use that networked computer and is able to find material (such as WebPages) or to communicate with others (such as through emails), then that person has access to the internet. Having knowledge of what is there with no means of obtaining it or having technology but no knowledge of how to use it does not constitute access. Access to the internet is important at the levels of economic activity, social interaction, awareness of current events and political monitoring. It has been a major hallmark of federal efforts surrounding the internet and of a numerous initiative by nonprofit organizations and foundations. Crores of rupees are raised annually through telecommunication taxes. Through the medium of internet, which connects people/citizens who wish to involve in social action, but doesnt know where and how to start from, at such a situation, people discuss, act and reflect upon the issues and action to be taken towards community development, this brings upon change in community structure, wherein people who never knew or interacted with each other before, connect with each other to work on a common cause affecting them and others. This dynamic prompts the concerned civic authorities to take up action on the issues of community.

Civil and Community Involvement Individual Involvement makes person to spend time, money efforts and psychological commitment to acquire a wide range of benefits from intrinsic enjoyment to extrinsic
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financial rewards and influence through internet. At a collective level organized interaction among motivated participation can generate resources and influences that would not otherwise be available to any particular individual and that may actually generate even more subsequent benefits. For example, civic involvement aimed at fostering political awareness and action, creates more informed and active citizens. This in turn makes political processes more deliberative and representative, thus helping to achieve a more democratic society. Community involvement creates a greater understanding of salient community issues and helps to create and maintain social capital. Ones involvement in civic and community structures might well include many people with whom that individual might not actually meet or even communicate with directly. Ex: Meter Down Campaign: Meter Jam is a campaign to boycott Auto Rickshaw and Taxis on August 12th 2010 as a protest.

Social Interaction It includes Exchange of information among the individuals and groups online and the influence of online interaction offline communication, both face to face and through other media (such as the telephone). Social Interaction is more focused on individual relations and goals than is city and community involvement and entails interaction with specific others whom one either knows initially or eventually comes to know. This interaction is likely to involve dyadic, familial, friendship, romantic and group relations. It speaks less directly to the interests and goals of collectives. Expression refers to the material that is created by individuals or groups to reflect their views, interests, or talents. These materials are produced for the observations, interests, or response of their creator and, usually, others. Expression also represents. a view, perspective, reflection, or quality of the individual or groups that produce that material. This expression may be in any externally perceptible form, including text, sound or image.

We distinguish at times between self expression and other types of expression. At some level all expression is individual expression, but we use the term to mean the process of making public some internal aspect of the self. Self expressions blends ineluctably with group expressions, people can express their thoughts through web
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pages for to others to view listen to and interact with; people can also work with others on joint expressions such as making music; or they can collaborate on a group project where no single contributor is identifiable in the finished product. Here we would distinguish between the act and the motive: self expression can be thought of a designed for a gratification of the individual (getting it out) rather than for the benefit and appreciation of the audience. Ex: Matrimony Websites to search and connect bride and groom based on their interests and liking.

TYPES OF MEDIA 1) Folk Media 2) Group Media 3) Mass Media 4) Social Media

1) Folk media: To a considerable extent, is preserved and promoted by tradition.

Tradition is the handing down of beliefs, experiences and customs from generation to generation especially in oral form or by a process of traditional performance and communication. All over the world, the vehicle that has passed on tradition and customs and which has been contributing to national culture for generations is folklore. Folklore is comprised of oral folklore such as folksongs and ballads, customary folklores such as folkdances and material folklore such as crafts, arts and costumes. Folk media has been traditionally used in India and elsewhere as a means of disseminating information. The said information embraces heritage, history, virtue, evil, social values, faiths and color. As a result, traditional media becomes the best means of instruction. It gets so enjoyable that people do not even realize that they are learning.

2) Group Media:

communication activities where the process involves a live

presentation and/or experience in which people directly participate, wherein communication emphasizes indigenous communication modes expressive of the distinctive cultures of various people. To stimulate expression and
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reflection in face-to-face encounters, facilitate discussion and bring media close to and under the control of the people who are conveyed through creative expression involving dedicated individuals and gatherings of concerned people.

As defined, "Group Media are aimed specifically at small target audiences which need not (and for the purposes probably will NOT) want expensive electronic equipment. With its reliance on stimulating interactive growth opportunities among the members of small groups, it relies heavily and indeed seeks to revive traditional forms of communication. Group Media includes films projected during a training program, a video cassette used during a seminar, songs etc which deals with a vision of life and which stimulate discussions and exchange of experiences. Medium to attract members, to create interest, to stimulate thinking and Moderator to lead discussion and to steer reflection, sharing, learning etc are the Prerequisites of Group Media.

3) Mass Media: Mass media is any medium used to transmit mass

communication. Until recently mass media was clearly defined and was comprised of the eight mass media industries; Books, Newspapers, Magazines, and Recordings, Radio, Movies, Television and the Internet. The modern world of mass media has become the most powerful force that leads the human race. The press, the radio, television and cinema can change the image of the society in no time. Though we cannot fully estimate the true power of the present day communication media, it is very clear that they control the thinking and behavior of the people today.

4) Social Media: Social media refers to activities, practices and behaviour

among communities of people who gather online (internet) to share information, knowledge and opinions using conversational media. Conversational Media are Web based applications that make it possible to create and easily transmit content in the form of words, pictures, videos, and audios.
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Most likely we belong to several communities, and if we ever used your computer or cell phone to read a blog, watch you tube videos, listen to podcast or send a text message (via SMS) to other members of your group or community youve already ventured into social media ecosystem.

Rationale :Media plays an important role as a source of information, education and entertainment. It has played different roles across sections of social structures in shaping social behaviour, social institution, and social relations (relation between individual or people with social world, Ex Social Group or any Organization) The paper tries to identify positive and negative impact thats brought about a change in these sections which has led to social change. It is Important to identify and explain the effectiveness of media at different economic levels (Class) of society to know the prime target of media. And to understand whether media is only market driven or has concern for public issues and needs irrespective of any regional or society. Present generation (mass media and internet), as it is widely used, more appealing and affects the audience or participants directly. The present form of media has been attracting the younger generation more as in the coming decades it has a wide role to play hence its target group and focus of the paper will be on youth.

Problem Statement: Role of media and social change tries to explain media,types and its effects through ethics, advantages and disadvantages on indian society, furhter it explains comprehensive details of diffrerent generations of media. which is one of the reasons for social change india. The study emphasis more on contemparory / new generation media (social media), which has sprung up in the present decacde and is rapdily capturing the attention of urban masses. (middle class, youth,women,those completed elementary education) as social media has become an aveune through which like minded connect to share/exchange of information which can tranform the social setup. Ex: Online Matrimoninal Marragies, Online Job Search. And helps networking to work on social issues like, (combat child labour, illetracy campinge etc), through blogs, videos , pictures and social forums on net. Aims and Objectives

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To know understand effectiveness of media (special emphasis on media as change agent) as an effective means of social change To understand how media influences Youths of Indian society. The impact (negative and positive) of fourth generation media (Mass Media and Internet) on society, Different roles of media in some of the social Institutions (Education, family and religion) in urban society

To highlight different sources or types of media (folk, group, mass and Social media) causing Social Change. Emerging trends of media and the changes caused by them. (Ex: New sources of social Media), Social Networking.

Scope The paper deals with role of media in Indian society that has led to change in cultural and value system, behavioral and interaction pattern, and the change in some social institutions (Education, Family, religion and marriage). The paper focuses on comparison of different media evolved at different time period to differentiate the growth and importance (reliance) on media at different intervals of time. And its positive and negative impact on youth in urban India (Metro cities), to understand how media has been successful in development and progress of youth.

DEVELOPMENT OF MEDIA IN INDIAN CONTEXT The Power of TV: Cable Television and Women's Status in India Emily Oster The introduction of cable television improves the status of women: women report lower acceptability of spousal abuse, lower son preference, more autonomy and lower fertility. In addition, cable is associated with increases in school enrollment, perhaps itself an indicator of increased women's status and decision-making authority within the household. Thus, programs to provide televisions, such as the large program currently underway in Tamil Nadu, may in fact have significant implications for important development priorities. From a policy perspective, however, there are potential concerns about whether the changes in reported attitudes, such as towards domestic violence or son preference,
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represent changes in behaviors, or just in reporting. For example, we may be concerned that exposure to television only changes what the respondent thinks the interviewer wants to hear about the acceptability of beating, but does not actually change the incidence of beating. This is less of a concern in the case of autonomy and fertility, where women are asked about their actual behavior (and for fertility, there is less scope for misreporting since both pregnancies and recent births are likely to be observable by the interviewer). In addition, the effect on education in administrative data provides support for an effect of cable on behavior. Without directly observing people in their homes, however, it is difficult to conclusively separate changes in reporting from changes in behavior. However, even if cable only changes what is reported, it still may represent progress: changing the perceived \correct" attitude seems like a necessary, if not sufficient, step toward changing outcomes. Little emphasis of cable television and womens status in urban India and 5 state samples in not enough to generalize the status of women in India, states total literacy, No television sets and gender ratio could have been mentioned as variables of study. The outcome of study may not be accurate such as changes in son preference and attitudes towards beating, it is less clear what mechanisms other than (other than T.V and Cable) changing values and attitudes could be at play. The results of outcome are mostly based on reporting which may be or may not be true in the case of attitude change which doesnt have factual recorded data. It can only be observed to see the attitude change among rural women, reporting may not true as they dont have factual data to back them. Its hard to say and conclude with such reports that there are attitude changes among rural women. some more parameter could have been stressed, like migration of women to cities for education and employment and not just participation of women in household decision-making but decision making in larger context Ex: At Community level. Still media needs to influence people at larger scale.

THE INFLUENCE OF MEDIA VIOLENCE ON YOUTH Craig .A. Anderson Research on violent television and films, video games, and music reveals unequivocal evidence that media violence increases the likelihood of aggressive and violent behavior in both immediate and long-term contexts. The effects appear larger for
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milder than for more severe forms of aggression, but the effects on severe forms of violence are also substantial. The growing body of video-game research yields essentially the same conclusions. Short-term exposure increases the likelihood of physically and verbally aggressive behavior, aggressive thoughts, and aggressive emotions. Recent large-scale longitudinal studies provide converging evidence linking frequent exposure to violent media in childhood with aggression later in life, including physical assaults and spouse abuse. Because extremely violent criminal behaviors (e.g., forcible rape, aggravated assault, homicide) are rare, new longitudinal studies with larger samples are needed to estimate accurately how much habitual childhood exposure to media violence increases the risk for extreme violence.

Media violence produces short-term increases by priming existing aggressive scripts and cognitions, increasing physiological arousal, and triggering an automatic tendency to imitate observed behaviors. Media violence produces long-term effects via several types of learning processes leading to the acquisition of lasting (and automatically accessible) aggressive scripts, interpretational schemas, and aggressionsupporting beliefs about social behavior; and by reducing individuals normal negative emotional responses to violence (i.e., desensitization) Certain characteristics of viewers (e.g., identification with aggressive characters), social environments (e.g., parental influences), and media content (e.g., attractiveness of the perpetrator) can influence the degree to which media violence affects aggression, but there are some inconsistencies in research results. This research also suggests some avenues for preventive intervention (e.g., parental supervision, interpretation, and control of childrens media use).However; extant research on moderators suggests that no one is wholly immune to the effects of media violence. Although it is clear is that reducing exposure to media violence will reduce aggression and violence, it is less clear what sorts of interventions will produce a reduction in exposure. Several critical tasks remain. Additional laboratory and field studies are needed for a better understanding of underlying psychological processes, which eventually should lead to more effective interventions. Large-scale longitudinal studies would help specify the magnitude of media-violence effects on the most severe types of violence. Youth, majority male, higher studies, urban youth from low and middle class families, white Americans.
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Laadli: A Girl Child campaign The campaign called Laadli was essentially launched with an objective of correcting the sex ratio through the involvement of all stakeholders supporting the cause and creating social consciousness to the issue collectively. A need for quality promotional and communication material on the issue of sex selection lead to the announcement of the contest. Laadli is a communication campaign launched by Population First on 9 June 2005 to address the issue. The Laadli campaign addresses the issue of sex selection through: Community Initiatives College Based Youth Initiatives Media Sensitization on gender issues Interventions with medical professionals and BMC medical department Maadhyam Project: Supported by HSBC, Maadhyam works on the issue of building leadership and life skills and redefining gender equations among the youth through innovative training programmes and other college based activities; Around 10,000 college youth are reached through the intervention. AAMCHI: Population First is working in 46 villages under Shahapur Block in Thane District. Approximately 25,000 people are being reached through the project Action for Mobilization of Communities Health Initiatives (AMCHI) on the issues of population and health.Population first uses innovative techniques like micro-planning and motivational workshops to help the villagers identify the problems hampering their development and find sustainable solutions for them, within the available resources. Making the service providers, village panchayats and the village committees accountable and efficient in the major objective of this initiative.

The Campaign works with Youth Groups, Community, and Health Authorities, put there is more focus needed on pregnant women and at local nursing homes, and its through direct intervention to the newly web couples the information of sex selection
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and need for girl child can be disseminated. media sensitization is a new approach to disseminate information to masses this approach can be used to make media aware of various other causes and concern, Ex: Support for Disabled, Education for all, HIV/AIDS etc. Its a unique campaign yet to reach many.

Jaago Re! One Billion Votes Youth Campaign The fact is that India is home to over one billion people living in rural and urban areas. Highly diverse population makes India canvas an interesting one. The country has demographic advantage in the sense it is predominantly young. Almost about 65% of Indias population is today young and shall remain so for next three to four decades. Channelizing the youth power is one of the biggest challenges that all organizations and governments have today. It has been realised that the only way to cleanse the political system is to get more and more young people to vote and participate in the political process.

Several corporate, NGOs, media organisations have today come forward to create this kind of a movement among young urban middle class youth. Several causes have today been identified. An innovative approach, has been designed to encourage youth to join the movement for fighting for the cause be it corruption, people power, women rights, child rights or terrorism or for that mater health related issues like AIDS and Cancer. Increasingly there is a network of NGOs corporate and media which is today fighting for these causes. It is perhaps another form of freedom movement that we see occurring in the 21st century India.

Since the campaign size is at such a large scale, the strategy has plans to deploy a mega approach to connect with the consumer at all possible touch points. Television is the lynchpin of the campaign. Television Commercials are shown at regular interval. Each of the commercials touch upon one relevant social issue. Further the site provides all the required information on the issue, allowing consumers to interact and provide solutions. Along with television and the website, the campaign also uses radio, press, shop level visibility and the new outdoor medium of malls and multiplexes to drive home the message of Jaago Re.

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The campaign focuses on empowering the youth of India to lead the change they are seeking. Undoubtedly, the driving forces behind the campaign are a bunch of passionate youth themselves. The youth of India have the passion and potential to make a difference, what is missing is an enabling platform. This is what Jaago Re! One Billion Votes aims to provide. The campaign provides opportunities and tools to the youth to run their own voter registration drive amongst their friends, community or at their campuses and even track the number of people they have registered at www.jaagore.com. After establishing the concept of Jaago Re last year, it was time to take it to the next level this year. And the biggest event for the next twelve months in the country is the general assembly election. This segment is educated, tech-savvy and has a modern outlook. And yet, it is indifferent and cynical towards elections, and unaware and disinterested about voting. The media Campaign hits the nail where it intends to, since its soul objective is to encourage people to participate in the election process to vote for eligible government or legislator. Its prime target is youths starting from 18 years of age, if these youths are enough motivated to know the importance of their votes then, they may carry on participating in election by influencing their peers too generation ahead. The T.V ads and use of social media is at optimum level to touch the present generation youths to encourage them to take part in election process.

Development Communication Marcado Defines Development Communication as an incremental process which starts with the diffusion of new information and technology which stimulates people to bring about conditions in the environment favorable to maximum productivity and the improvement of the general well being Rasoria-Braid Says that development communication requires communication personnel to go beyond the traditional roles. The communicators role will be that of enabling people to express their aspirations through available media and to assist them in attaining greater productivity. She says that in a broad sense, development communication is the identification and utilization of appropriate expertise in the development process that will assist in increasing participation of intended beneficiaries at the grass root level.

Development Approaches
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1. Top-Down Approach

This approach believes in development through political actions. Change Agents are International Agencies: UNDP, World Bank, Regional Development Banks and Government: Developing country (aid recipient) and Developed country (aiding countries): USAID, Canada, UK, Germany, etc. Policy makers and government employees implement projects and are rewarded for professionalism.

2. Bottom-Up Approach This approach believes in development through grass-root/community actions and civil society involvement. Change Agents are Non-governmental Organizations (NGOs) and Municipalities. According to this approach, a cultural-economic selfreliant group establishes itself within a community and through demonstration and educational effect induces change. ESSENTIAL TYPES OF MEDIA 1) Group Media 2) Mass Media

1) Group Media
Group Media is a communication activity where the process involves a live presentation and/or experience in which people directly participate, wherein communication emphasizes indigenous communication modes expressive of the distinctive cultures of various people.

Need for Group Media Group media deals with life problems and invites the audiences collaborate in seeking solutions, songs which deal with a vision of life and which stimulate discussion and exchange of experiences. Group media guarantee a deeper formation,

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helps illustrate and explain values with all its consequences and make possible a free a conscious decisions for change. Group media Impart Information and generate awareness and builds relationships to identify individual and group problems to Empower and build Capacity among participants to work collectively towards a goal Examples: 1. Promoting Breast Feeding through flash cards and group talk 2. HIV/AIDS Awareness (Promotion of safe sex): Through films and talk. 3. Family Planning: through play 4. Importance of Voting: through posters and skit.

Requisites for Group Media are Medium to attract members, to create interest and stimulate thinking and Moderator to lead discussion, elicit participation, steer reflection, sharing, learning, lead to decisions and t organize group activities. There are certain considerations in group media, which are mandatory and must keep in mind before conducting it, Group media must be within the financial, technical and intellectual range of acquisitions, it must not alienate but must be contextual and cultural. Group Media is a process of emancipation not repressive, and not to excite but educate and develop participants thinking capacity.

Skills to conduct to program media:Its necessary to be Sensitive towards individual feelings to accept them and their condition without any prejudice or judgmental attitude. Moderator should be careful and must not rush into imposing his own ideas for which moderator should be friendly and informal to build a rapport. No strict compartmentalization should be done moderator must link and draw connections only to give insight and suggestion to develop good mutual understanding between the moderator and participants to convince, recapitulating and drawing conclusions together. There must be arguments as an opportunity for problem solving-deal with here and now situations rather than what/ what are right or wrong to enrich participation
CASE STUDY Mumbai youth use street plays to teach people about HIV and AIDS For more than two years a team of young people, two of them living with HIV, go from street to street within the city of Mumbai to present plays and talk to people about HIV and 18

AIDS. For these creative youth there is more to this than just staging a play. They are providing a means for people to learn about HIV and AIDS, and encourage people to be tested. With five million plus people living with HIV in India, group member Chaya Himadkar says If at a time, one person's life is saved I'm happy. The stage is a warm, humid and noisy street in Chembur, Mumbai. Its not a perfect place to stage a play but a fifteen-member youth team successfully managed to gather an audience of fifty or so, talk about HIV and AIDS and finally persuade people to take a blood test. Street play in India goes back centuries ago, but in the place where Indian cinema was born, Mumbai, theatre of any form always find a place in the heart of a spectator. As the drummer's fingers hit the skin of the drum, the song in Hindi began and then the twenty-minute play followed. When the team sensed a connection point between themselves and the audience, they start talking to individuals around them and distributing pamphlets. Obviously this was not the first street play ever staged by these young volunteers. For more than two years now this team of emerging professionals, two of them living with HIV go from street to street within the city to talk to people about HIV and AIDS. We do this to educate people and attempt to clarify all misconceptions on the issue, says Sagar, one of the team members. Behind the fun of staging street plays, this team has often run into challenging moments of dealing with ruffians or people who laugh at them, but they never give up doing what they do. More and more people should know about AIDS, says Sushma Wadekar, a female member of the team. For these creative youth there is more to this than just staging a play. Another female in the group, Chaya Himadkar has a genuine concern for women. "It is very important for a woman to know about AIDS," she says. With over five million people living with HIV in India alone, attempting to protect the world would seem too big a task but Chaya believes, If at a time, one person's life is saved I'm happy. Suresh Badarao, another member of the team is a World Vision sponsored child and he is in this team for a purpose. Suresh is a perfectionist and will not judge the success of the play on how big the crowd is but rather how many questions his audience asks. What makes a difference he believes is when people want to know more. Its good to see people come but its better to hear them asking questions, says Suresh. Child sponsorship has inspired Suresh to complete his schooling and now, he is completing his last year of graduation in the bachelor of commerce studies. I want to pursue my masters study in Social work, the ambitious Suresh says. By the end of December 2005, World Vision managed theatre groups through the Mumbai Thane HIV and AIDS project were able to stage 84 shows targeting an audience of at least 8500. This group was also invited to stage their shows in Singapore," says programme manager Heather Pereira. In each of these plays, the role of women is important. "We have at least thirty per cent women in these groups, says Heather. Having seen the success of this group, World Vision organized three-days of professional training on voice modulation, script writing, information on HIV and how to attract people in the street. The case study reflects the need for active participation of audience through their voicing their questions about HIV/AIDS without which the entire objective of group media would fail. Further Group media requires entire training of moderators to conduct the programme which the cases study emphasis on.

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2) Mass Media
Mass media include all forms of information communicated to large groups of people, from a handmade sign to an international news network. Until recently mass media was clearly defined and comprised of the eight mass media industries: books, newspapers, magazines, recordings, radio, movies, television and the internet.

A mass media says Wilbur schramm, is essentially a working group organized around some device for circulating the same message at about the same time to large numbers of people. Such a definition excludes the folk media, group media and interpersonal communication. Such as rumor, education and preaching where communication is not mediated by a device further the pejorative term mass a way of looking down at people as mass, Suggests that the modern media are experienced not by individuals and groups in terms of their own cultures but as part of the mass and as mass culture. The term Mass also suggests that peoples interaction with media is homogenous, inactive and unquestioning.

Radio Newspaper Television Cinema Internet

RADIO Radio is a fascinating medium among the various mass communication media because of its special characteristics. It continues to be as relevant and potent as it was in the early years despite the emergence of more glamorous media. It is a truism that in the first phase of broadcasting spanning three decades from the early twenties, radio reigned alone or was the dominant player. However, over a period of time, the media scene has changed drastically. Television with its inherent strength of audiovisual component has captured the imagination of the people. The advent of satellite television, the Internet and the convergence of technology have added further dimensions in media utilisation patterns. However, despite the presence of a plethora
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of media, there is room and scope for each medium. Experience has revealed that 'new technologies add things on but they don't replace'. One medium is not displaced by another - each medium reinvents itself in the context of changes in the communication environment. In the changed media scenario, radio is reorienting itself with more innovative programmes and formats.

Advantages of Radio

1) Radio is a universal medium which can be enjoyed at home, at work, and while driving. It permits an entrepreneur to create a market for his business using only sounds and voices. 2) Free creative help is usually available and rates for commercial broadcasting can generally be negotiated. It is a cheap tool for mass communication. 3) The development programmes on various channels have an impact.

Disadvantages of Radio Advertisements are an interruption to entertainment. Because of this, radio advertisements must be repeated to break through the listeners tune out factor. Radio is a background medium. Most of the listeners are doing something else while listening, which means the advertisements have to work hard to be listened to and understood.

The few development programmes that are broadcasted have informative contents, however are presented in not an interesting format. The radio jockeys on the more popular frequencies speak with lot of energy which sounds attractive. And keeps the listeners engaged which is usually, not the case in all india radio.

Ethics of Radio Responsibility for protecting news content from improper influences rests on not just, with news directors, but also with everyone at the station or network. There should be no favourtism to advertisers. It should be made clear to the advertisers, that they cannot influence the news content. The responsibility of radio journalists should be, to gather and report information of importance and interest to the public accurately,
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honestly, and impartially. They should not accept any gifts nor bribe from the political people to influence public, for instance, showing favourtism to any specific political party and raising opinion. Indian radio has a tremendous reach and presents the best option for low cost programming. In the 1960s, efforts were taken to use radio for social change like the state supported radio rural forums for agricultural communication. In 1980s radio was used as a medium for the promotion of adult literacy. More recently, nongovernment organizations (NGOs), have come together and initiated several broadcast programmes on women and legal rights, emergency contraception, and Tele-serial that deal with social issues. For instance, FM Rainbow has 15 minutes for 3 days a week devoted to programmes on social issues. All India Radio does not have a specific target group; it is the voice of the government promoting its ideology. All India radio broadcasts development programmes for two primary reasons, firstly, that this is the only channel which reaches across the country and the thus the main source of information for a large part of the rural areas who otherwise would not have access to any progress and developments in the field of agriculture, irrigation facilitates, etc. Secondly, the government, being a welfare state, has the responsibility to disseminate information on new inventions, services provided etc regarding public good overall development. The popular radio frequencies do not usually broadcast programmes on social issues because the target group is youth and urban based. The reason why these highly commercialized frequencies AIR 15 minutes social development programmes are because the information and broadcasting ministry has directed all channels to allot fifteen to twenty percent of their prime time slots for the same. As community radio stations typically avoid content found on commercial outlets, such as TOP 40 music, sports. And drive-time personalities. As the community radio is a type of radio service that caters to the interest of a certain areas, broadcasting content that is popular to a local audience but which may often be overlooked by commercial or mass-media broadcasters. Community radio outlets may carry news and information programming geared towards the local area, particularly immigrant or minority groups that are poorly served by the other media outlets comminute radio also raised issues of local areas, it makes people aware of certain problems which the community is facing, like girl child discrimination, female infanticide. Also community radio promotes culture
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of that region by broadcasting cultural programmes, traditions, thus it contributes to the development of the particular community or group of people.

Comparison between Community Radio and Community Video Community radio involves only the audio format of disseminating the information where as Community Video involves both Audio-Visual format to disseminate information to the community. Community Radio is more popular and wide spread in india where as Community Video is a new addition and is in initial stage, further the latter has many stations across nation and Community Video has no stations and is currently controlled by few Non Profit Organizations. Last but not the least Community radio has policies framed by the government whereas at present there are no such polices to promote community video.

Community Radio Policy in India In December 2002, the Government of India approved a policy for the grant of licenses for setting up of Community Radio Stations to well established educational institutions including IITs/IIMs. The matter has been reconsidered and the Government has now decided to broad base the policy by bringing Non-profit organisations like civil society and voluntary organisations etc under its ambit in order to allow greater participation by the civil society on issues relating to development & social change.

Radio and NGOs Some efforts have been made to use radio for social change, as in the case of the statesupported radio rural forums for agricultural communication in the 1960s, or to promote adult literacy in the 1980s. More recently NGOs have helped broadcast programmes on women and legal rights, emergency contraception, and tele-serials advocating girls' education. But it is clearly a medium waiting for a shot-in-the-arm. A key need in India is for local broadcasting that reflects issues of concern to the community. In this regard, some communication experts believe that an increased and accelerated commercialisation of radio will eventually drive down the costs of FM radio sets, thus facilitating local radio. The increasing devolution of political power initiated through the 73rd and 74th amendment to the constitution in 1988-89 has also
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set a climate conducive for the empowerment of communities and local governance. A key area requiring attention, therefore, is advocacy for community radio and the provision of training to NGOs and communities to use this medium for articulating their concerns, as one Bangalore-based NGO is currently doing.

NEWS PAPER The printing press preceded the advent of printed news in India by about 100 years. It was in 1674 that the first printing apparatus was established in Bombay followed by Madras in 1772. India's first newspaper, Calcutta General Advertise, also known as the Hicky's Bengal Gazette was established in January 1780, and the first Hindi daily, Samachar Sudha Varshan , began in 1854. The evolution of the Indian media since has been fraught with developmental difficulties; illiteracy, colonial constraints and repression, poverty, and apathy thwart interest in news and media. Within this framework, it is instructive to examine India's press in two broad analytical sections: pre-colonial times and the colonial, independent press (which may, again be classified into two: preceding and following the Emergency rule imposed by Indira Gandhi's government in 1975). The post-Emergency phase, which continues at the present, may be the third independent phase of India's newspaper revolution (Jeffrey). While a majority of the poor working people in rural and urban areas still remain oppressed and even illiterate, a significant proportion of peopleroughly about 52 percent of the population over 15 years of age were recorded as being able to read and write. That breaks down to 65.5 percent of males and an estimate of 37.7 percent of females. After the liberalization of the economy, the growth of industry, and a rise in literacy, the post-Emergency boom rekindled the world's largest middle class in news, politics, and consumerism. Since private enterprise began to sustain and pay off, mass communications picked up as a growth industry. Newspaper has a greater role in creating awareness in imparting information. News paper can play a role in creating awareness among people about democratic values, constitutional rights and provisions of constitution. Indian society is divided on the basis of religion, race, caste, gender etc. social inequalities are impairing the social, political and economical development of the country. In order to promote social

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justice and equality in society, news paper can play a major role by imparting the information. It is essential in creating public opinion, by disseminating information. There are social issues which need to be brought to the public to the public notice so as to create consensus on the same issues. It assesses the reaction of the people. Indian media started with the development of press. Before independence, Indian newspaper was used as the vehicle for propagating nationalist ideologies. This scenario continued in the whole of independence period primarily preoccupied in bringing political issues to the forth. The post independence period saw a change. Press has become more and more commercial and competitive in approach. A broad spectrum including entertainment, culture, sports have found a place.

Advantages of Newspapers Newspaper has a very important position and place in a democratic country because they speak on the behalf of the people. They are the critics of administration, justice and law.

By providing supplementary content for various segments such as children, students and women newspaper can create a wider audience base that are also likely to be brand loyal. Disadvantages of Newspapers

Even today newspapers are concentrated in urban areas; Low levels of literacy and economic poverty also result in limited circulation. Particular Newspapers may obliquely support certain political parties. As a result, their coverage of events may not be impartial. Thus, people who read that newspaper would develop a similarly slanted opinion. Building a holistic opinion on an issue would thus require reading more than one newspaper, which may not be possible. Newspapers dependence on advertising revenue reduces its ability to critique events and issues. The press in developing countries is often elitist, i.e. it caters to an elite but powerful minority.

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Ethics of Newspaper

In the discharge of their duties, journalist should attach due value to fundamental, human and social rights and hold good faith and fair play in news reports and comments as essential professional obligations.

Journalists should particularly observe maximum restraint in publishing reports and comments relating to communal tension, incidents, riots and incipient situations likely to lead to communal disturbances. The identification of communities which may lead to chain reactions should be avoided.

Government and Newspapers

Press Information Bureau The Press Information Bureau (PIB) is the nodal agency of the Government of India to disseminate information to the print and electronic media on its various policies, and programmes. The organisation is headed by the Principal Information Officer. There are 8 regional offices and 35 branch offices for disseminating information. The Bureau at the headquarters has a team of officers attached to various Ministries and Departments for the purpose of assisting them in the management of the media and public relations. The information material released by the Bureau in Hindi, English, Urdu and other regional languages reaches to over 8408 newspapers and media organizations. The Bureau at Headquarters has a team of officers who are attached to various Ministries and Departments for the purpose of assisting them in dissemination of information to the media. They also provide feedback to their assigned Ministries / Departments on people's reaction being reflected in media towards Government policies and programmes. As part of the Special Services the Feedback Cell prepares daily digest and special digests based on news stories and editorials from national as well as regional dailies and periodicals. The Features Unit of the Bureau provides backgrounders, updates, info nuggets, features and graphics. These are circulated on the national network and on the Internet and are also sent to the Regional and Branch Offices for translation and circulation to the local press. PIB arranges photo coverage of Government activities and the photographs are supplied to dailies and periodicals published in English and other Indian languages all over the country.
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Newspaper and NGOs

Working with the media: a skills building programme for NGOs Newspaper pages devoted to development issues and not-for-profit organizations are shrinking. Commercialization of news and increase in air time devoted to live coverage of political matters, sports and reality shows have sent development issues to the back stage .This means stiffer competition among organizations seeking to get good coverage for their work and a demand for more creativity from NGOs, to implement an effective advocacy or public education campaign that will rise above the usual and hit the bulls eye? to convince the media to buy idea of a better society. To educate, motivate and mobilize the public using creative media campaigns and advocacy and do some critical Research Reports make the days headlines and the evening news.

TELEVISION Television had an advantage, of visualizing the content. By viewing the information, the audience can get complete grasp of the event. Also, it gives immediate information as compared to newspapers.

Advantages of Television

Television permits us to reach large number of people on a national or regional level in a short period of time. In a country with cultural diversity television, can be used to create better inter-regional and inter-communal understanding. Independent stations and cable offer new opportunities to pinpoint local audience. Television being an image building and visual medium, offers the ability to convey messages with sight, sound and motion. Citizens journalism can be integrated in news coverage and immediately telecast to reflect public opinion. Television can be introduce among the people a growing sophistication which will make them less vulnerable to manipulation by politicians and demagogues.

Disadvantages of Television
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Limited length of exposure, as most advertisements are only thirty seconds long or less, which limits the amount of information we can communicate.

Journalist should avoid presenting acts of violence, armed robberies and terrorist activities in a manner that glorifies their acts or death in the eyes of the public.

Ethics of Television Strive to present the source or nature of broadcast news material in a way that is balanced, accurate, and fair. 1. They will evaluate information solely on its merits as news, rejecting sensationalism or misleading emphasis in any form. 2. They will guard against using audio or video material in any way that deceives the audience. 3. They will not mislead the public by presenting as spontaneous news any material which is staged or rehearsed. 4. They will identify people by race, creed, nationality or prior status only when it is relevant. 5. They will clearly label opinion and commentary.
6. They will promptly acknowledge and correct errors.

Strive to conduct themselves in a manner that protects them from conflicts of interest, real or perceived. They will decline gifts or favors which would influence or appear to influence their judgment. Respect the dignity, privacy and well-being of people with whom they deal. Recognize the need to protect confidential sources. They will promise confidentiality only with the intention of keeping that promise. Respect everyones right to a fair trial. Broadcast the private transmissions of other broadcasters only with permission.

Television and government

The Ministry of Social Justice and Empowerment deals with the disadvantaged sections of the society. The Ministry implements several schemes and programmes for
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the welfare Scheduled Castes, Other Backward Classes, Persons with Disabilities, Older Persons and victims of Drug Abuse. In order to create awareness about these schemes among target groups, the Ministry has setup an Information and Mass Education Cell under the overall supervision of Joint Secretary (Media). An annual action plan is prepared by this Cell to disseminate information in an effective manner.

Television and NGOs

For Martichka Bozilova (producer and director of the Balkan Documentary Center) there is a big importance for consolidation of the creative potential of filmmakers, journalists and media professionals, and connecting them with think tanks, NGOs and institutions endorsing social rights and civil society, and bringing the development of documentary films and campaigns to international standards. This leads to some of the main goals of the Balcan Documentary Center, like Censorship-free, active and informed civil society in the Balkan region and Strong local and international collaboration between the documentary and media sector, think tanks and general civil society organisations.

Asia-Pacific Child Rights Award The Asia-Pacific Broadcasting Union (ABU), Cable & Satellite Broadcasting Association of Asia (CASBAA) and UNICEF have launched the Asia-Pacific Award for Television 2010. This annual award is given to the best television programming on childrens rights produced within the Asia-Pacific region to recognize the efforts of broadcasters in pursuing both the production of top quality childrens programming and better news coverage of childrens issues. Most number of children in Asia Pacific region as compared to world elsewhere are victims of various abuse, violence, exploitation and are vulnerable due to lack of family care and society. In India alone there are more than 100 million children who either suffer from delinquency or in conflict with law, Hence Media is a power tool to reach out to people and tell how important its to know about child rights and its protection. Asia Pacific Child Rights Award not only creates awareness about right but also educates the society about the need for child rights to be practiced properly and any violation of Child rights can lead to serious consequences. Awards like these promote media to be more creative in
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terms of reaching out to people with effective message which would bring about a change in society.

Cinema Advantages of Cinema One of the reasons for the popularity of the cinema is that it entertains all types or people, young and old, literate and illiterate. Because it is so popular, it must exercise some influence on those whom it attracts. The films shown in the cinema are often very instructive and informative. Almost every film shows something about the activities and customs of the people in other lands. By seeing such films, one learns a lot about human activities. One also gains a better understanding of people of the world. Further, some films show the battles that were fought in the past. They also sometimes show very vividly how man has struggled through the centuries to remove discomfort from his life. In this way, some films have given many people an insight into the past. Even illiterate people have benefited from such films. What they cannot acquire from books owing to their inability to read, they can acquire from films. School students, too, often benefit from a visit to the cinema. What they see and hear in the cinema makes a better impression on their minds than only the spoken words of their teachers. For example, a teacher of history can hardly describe a battle scene to his students as vividly as a film does. For all these reasons, the cinema is often regarded as an important means of spreading knowledge.

Disadvantages of Cinema It must be admitted, however, that some films have exerted an evil influence on many people. Films which show the activities of criminals have encouraged many youths to commit acts of crime. Other films, too, such as those dealing with sex and other natural weaknesses of man, have corrupted the morals of many people. As a result, the governments of many countries have been compelled to interfere in the display and production of certain films. Yet, the cinema continues to retain its popularity.

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 Ethics and Cinema In mainstream cinema, women are almost doormats and sometimes in the garb of what people want, film-makers continue to portray the same image," Exploring the issues of morality and moving on to the "guardians" of these values, "It is not believed in pre-censorship, particularly selective pre-censorship. It is not applicable to a novel or a speech nor does it apply to any other art form. They assume that it may cause a law and order problem, but why do it before the film is released. Like in the case of speech, why don't they wait for the release of the film before stopping it. The other concern is to curb sex and violence. But the majority of the cinema is full of that. In our "morality" we want to retain status quo. The issue is that anybody who chooses to make a significant social statement is in trouble. While a significant film might have its way through the legal loopholes, it can sometimes be caught up in the extra-constitutional guardians. "Sometimes when a film gets a censor certificate it can be stopped through extraconstitutional censorship. Are we concerned about this?

Government and Cinema The National Film Development Corporation Limited (NFDC) is a Government of India Enterprise set up with the objective of fostering excellence in Indian Cinema. Its core activity is Productions and Promotion of Socially Relevant Films. It has produced films depicting a thought provoking story about social ills, such as illiteracy, superstition, sati, child marriage, terrorism, child labors, womens empowerment, bonded labour and films on national leaders and hilarious comedy to cater to the masses. It provides film enthusiasts in Mumbai, Chandigarh and Goa an opportunity to see good meaningful World-Class Films throughout the year through NATIONAL FILM CIRCLE.

For the past twenty-five years, National Film Development Corporation (NFDC) has produced/co-produced more than 200 films in 15 languages, including English. Amongst these all several internationally acclaimed films like Gandhi, The Making of Mahatma, Mirch Masala, Dr. Babasaheb Ambedkar, Jaane Bhi Do Yaaron, and Salaam Bombay etc.
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NFC has been functioning with an aim to organize the screenings of meaningful and artistic films of the world renowned Directors, Internationally acclaimed/ National Award winning films in Hindi, English and Regional languages (with Sub-title). The films shown under the programme of NATIONAL FILM CIRCLE are entertaining and educative to all and especially younger generation to inculcates cultural values. There are hardly any promotions of the movies by NFC, though it speaks about promoting cultural values among younger generation but the need to connect the present generation with proper touch and presentation is missing out. The motto of uniting world class direction of movie making should not limit in itself to awards, but there is need for these movies to reach out for common men across india for all people of rural and urban masss to incorporate and up bring the social and cultural values, its an advantage as IFC are also into regional movie making. NGOs and Cinema

Community Video Unit A Community Video Unit (CVU) is a self-sustaining production company run by 10 community members trained in all aspects of video production and distribution. The CVU is a part of an NGO and makes media related to the issues/campaigns the NGO is working on. In June 2006, Video Volunteers (based in New York) and Drishti (based in Ahmedabad) developed the concept of a Community Video Unit. Six leading NGOs in India decided to invest in creating a Community Video Unit in their area. The idea behind the CVU model is to allow the community to produce and distribute their own locally relevant video programs and thus empower the audiences to lead, connect and create change. The goal of Channel 19 is to expose these voices and create campaigns, funds and a dialogue between the local communities in India and the world. The long term goal is to train 200 plus people to become Community Video Producers in various countries in order to enable the voices of those who are currently excluded to be seen and heard around the world. EX: Apna TV currently has five young producers: half are from the slums, and half are recent college graduates from working class neighborhoods on the edge of the slums. They screen their films in both areas, in order to build a bridge between the youth from these two social classes. Akshara, a womans resource organization, works with college youth and slum dwellers to create city-wide media campaigns and
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rallies engaging in issues like womans empowerment, domestic violence and sexual harassment. Akshara re-energizes and re-thinks feminist messages, and thus have made it a point to recruit young producers with a background in street theater as Mumbai is an intensely competitive media environment.

National and International Distribution Since 2006, 12 Community Video Units have been launched by 12 leading NGOs. Video Volunteers is now working to create opportunities to leverage these voices into the mainstream media by distributing their media on the Internet and on our Networks own site www.ch19.org. Were exploring advocacy campaigns, and starting to work with the mainstream media that is showing a growth in stories from the bottom of the pyramid. Internet The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite to serve billions of users worldwide. It is a network of networks that consists of millions of private, public, academic, business, and government networks, of local to global scope, that are linked by a broad array of electronic and optical networking technologies.

Advantages of Internet
1. Communication 2. Information 3. Entertainment 4. Services 5. E-Commerce

1) Communication The foremost target of internet has always been the communication. And internet has excelled beyond the expectations .Still; innovations are going on to make it faster, more reliable. By the advent of computers Internet, our earth has reduced and has
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attained the form of a global village.Communication can be done in a fraction of second with a person who is sitting in the other part of the world. Today for better communication, one can avail the facilities of e-mail; chat for hours with loved ones. There are plenty messenger services in offering. With help of such services, it has become very easy to establish a kind of global friendship where you can share your thoughts, can explore other cultures of different ethnicity. 2) Information Information is probably the biggest advantage internet is offering. The Internet is a virtual treasure trove of information. Any kind of information on any topic under the sun is available on the Internet. The search engines like Google, yahoo is at your service on the Internet. You can almost find any type of data on almost any kind of subject that you are looking for. There is a huge amount of information available on the internet for just about every subject known to man, ranging from government law and services, trade fairs and conferences, market information, new ideas and technical support, the list is endless. Students and children are among the top users who surf the Internet for research. Today, it is almost required that students should use the Internet for research for the purpose of gathering resources. Teachers have started giving assignments that require research on the Internet. Almost every coming day, researches on medical issues become much easier to locate. Numerous web sites available on the net are offering loads of information for people to research diseases and talk to doctors online at sites such as, Americas Doctor. During 1998 over 20 million people reported going online to retrieve health information. 3) Entertainment Entertainment is another popular raison why many people prefer to surf the Internet. In fact, media of internet has become quite successful in trapping multifaceted entertainment factor. Downloading games, visiting chat rooms or just surfing the Web are some of the uses people have discovered. There are numerous games that may be downloaded from the Internet for free. The industry of online gaming has tasted dramatic and phenomenal attention by game lovers. Chat rooms are popular because users can meet new and interesting people. In fact, the Internet has been successfully used by people to find lifelong partners. When people surf the Web, there are

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numerous things that can be found. Music, hobbies, news and more can be found and shared on the Internet.

4) Services many services are now provided on the internet such as online banking, job seeking, purchasing tickets for your favorite movies, guidance services on array of topics engulfing the every aspect of life, and hotel reservations. Often these services are not available off-line and can cost you more. 5) E-Commerce Ecommerce is the concept used for any type of commercial maneuvering, or business deals that involves the transfer of information across the globe via Internet. It has become a phenomenon associated with any kind of shopping, almost anything. You name it and Ecommerce with its giant tentacles engulfing every single product and service will make you available at your door steps. It has got a real amazing and wide range of products from household needs, technology to entertainment. Government and Internet

E- Governance Over the years, a large number of initiatives have been undertaken by various State Governments and Central Ministries to usher in an era of e-Government. Sustained efforts have been made at multiple levels to improve the delivery of public services and simplify the process of accessing them. E-Governance in India has steadily evolved from computerization of Government Departments to initiatives that encapsulate the finer points of Governance, such as citizen centricity, service orientation and transparency. Lessons from previous e-Governance initiatives have played an important role in shaping the progressive e-Governance strategy of the country. Due cognizance has been taken of the notion that to speed up e-Governance implementation across the various arms of Government at National, State, and Local levels, a programme approach needs to be adopted, guided by common vision and strategy. This approach has the potential of enabling huge savings in costs through sharing of core and support infrastructure, enabling interoperability through standards,
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and of presenting a seamless view of Government to citizens. The National eGovernance Plan (NeGP), takes a holistic view of e-Governance initiatives across the country, integrating them into a collective vision, a shared cause. Around this idea, a massive countrywide infrastructure reaching down to the remotest of villages is evolving, and large-scale digitization of records is taking place to enable easy, reliable access over the internet. The ultimate objective is to bring public services closer home to citizens, as articulated in the Vision Statement of NeGP.

Internet and NGOs The dynamic nature of the use of the internet by NGOs clearly illustrates the flexibility and adaptability of both NGOs and the internet itself. They have networked online for a variety of reasons: to build awareness, to facilitate training programmes, to reduce costs, to raise funds, to manage information, to disseminate information, to communicate with personnel, or to avoid travel costs. Mailing lists, newsgroups, electronic bulletin boards etc. have helped people communicate, where widely scattered information has become more accessible by posting questions to internet/email users. A number of mailing lists on various topics have been in existence, which can be subscribed to, and used to post messages to all users of that list. Governments, NGOs, Academic institutions, consultants, national and international organizations etc. have set up "homepages" on the world wide web, with information on their organization and operations enabling its sharing and wider dissemination, and matching of needs and resources. Web-based databases on a wide variety of topics have been developed. Such databases generally carry bibliographies, case studies, best practices and ideas, documents and write-ups, tools and strategies, mailing lists/news groups, links to other sites, email and addresses of useful/relevant organizations. Concrete actions that NGOs use in developing web-based information has entailed three broad approaches: publicizing, interacting, and supporting:

By publicizing: awards programmes, press campaigns, placards, posters, notice boards, media exercises (photographs, video, films, articles), nonformal activities: street dramas, newsletters, bulletins, documentation of case studies etc.
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By

interacting:

formal

and

informal

community

group

meetings,

forums/workshops, site visits, interviews, etc.

By supporting: migrants, internships, workshops, training in leadership and other organizational/operational skills, surveys and other means of information gathering etc.

In general, NGO have used the internet for information collation, for networking, for collaboration and partnerships, for participation and exchange, for communications and more. They have used various kinds of technologies to achieve this.

Acceptance One has to accept that Internet is not a value free-zone .It means World Wide Web is a place where values are considered in the broadest sense so care must be taken while shaping content and services and recognize that internet is not apart from universal society but it is a primary component of it. It belongs to all and there is no barrier of national and local cultures. It cannot be subject to one set of values like the local TV channel or the local newspaper to accommodate multiplicity of usage.

The internet is a time-efficient tool for everyone that enlarges the possibilities for curriculum growth. Learning depends on the ability to find relevant and reliable information quickly and easily, and to select, understand and assess that information. Searching for information on the internet can help to develop these skills. Classroom exercises and take-home assessment tasks, where students are required to compare website content, are ideal for alerting students to the requirements of writing for different audiences, the purpose of particular content, identifying and judging accuracy and reliability. Since many sites adopt particular views about issues, the internet is a useful tool for developing the skills of distinguishing fact from opinion and exploring subjectivity and objectivity.

DIFFERENT MEDIA LAWS Print Broadcast

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 Film Cyber Law Prasar Bharati Ministry of Information and Broadcasting Childrens Film Society

Mass Media systems of the world vary from each other according to the economy, polity, religion and culture of different societies. In societies, which followed communism and totalitarianism, like the former USSR and China, there were limitations of what the media could say about the government. Almost everything that was said against the State was censored for fear of revolutions. On the other hand, in countries like USA, which have a Bourgeois Democracy, almost everything is allowed. Shifting our view to the Indian perspective and its system of Parliamentary Democracy, it is true that, the Press is free but subject to certain reasonable restrictions imposed by the Constitution of India, 1950, as amended ("Constitution"). Before the impact of globalisation was felt, the mass media was wholly controlled by the government, which let the media project only what the government wanted the public to see and in a way in which it wanted the public to see it. However, with the onset of globalisation and privatisation, the situation has undergone a humongous change. Before the invention of communication satellites, communication was mainly in the form of national media, both public and private, in India and abroad. Then came 'transnational media' with the progress of communication technologies like Satellite delivery and ISDN (Integrated Services Digital Network), the outcome: local TV, global films and global information systems. In such an era of media upsurge, it becomes an absolute necessity to impose certain legal checks and bounds on transmission and communication the various aspects of media and the relevant legal checks and bounds governing them.

However, the most significant day in the history of Media Regulations was the 26 th of January 1950 the day on which the Constitution was brought into force. The colonial experience of the Indians made them realise the crucial significance of the
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Freedom of Press. Such freedom was therefore incorporated in the Constitution; to empower the Press to disseminate knowledge to the masses and the Constituent Assembly thus, decided to safeguard this Freedom of Press as a fundamental right. Although, the Indian Constitution does not expressly mention the liberty of the press, it is evident that the liberty of the press is included in the freedom of speech and expression under Article 19(1)(a). It is however pertinent to mention that, such freedom is not absolute but is qualified by certain clearly defined limitations under Article 19(2) in the interests of the public.

It is necessary to mention here that, this freedom under Article 19(1)(a) is not only cribbed, cabined and confined to newspapers and periodicals but also includes pamphlets, leaflets, handbills, circulars and every sort of publication which affords a vehicle of information and opinion Thus, although the freedom of the press is guaranteed as a fundamental right, it is necessary for us to deal with the various laws governing the different areas of media so as to appreciate the vast expanse of media laws.

Print 1. Defence of India Act, 1962 2. Civil Defence Act, 1968

3. Press Council Act, 1978

Our freedom depends in large part, on the continuation of a free press, which is the strongest guarantee of a free society. - Richard M. Schmid The Freedom Of Press and the Freedom Of Expression can be regarded as the very basis of a democratic form of government. Every business enterprise is involved in the laws of the nation, the state and the community in which it operates. Newspaper publishers find themselves more hemmed in by legal restrictions than many other businesses do despite the fact that the freedom of press is protected by the Indian constitution. The various Acts, which have to be taken into consideration when dealing with the regulations imposed upon the Print Media, are:
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This enactment provides against the printing and publication of incitement to crime and other objectionable matters. The 1971 Newspapers Incitements to Offenses Act remains in effect in Jammu and Kashmir. Under the act, a district magistrate may prohibit the press from publishing material resulting in "incitement to murder" or "any act of violence." As punishment the act stipulates that the authorities may seize newspapers and printing presses. Despite these restrictions, newspapers in Srinagar regularly publish militant press releases attacking the Government and report in detail on alleged human rights abuses. The authorities allowed foreign journalists to travel freely in Jammu and Kashmir, where they regularly spoke with militant leaders, and filed reports on government abuses
1) Defence of India Act, 1962 This Act came into force during the Emergency

proclaimed in 1962. This Act aimed at restricting the Freedom Of The Press to a large extent keeping in mind the unrest prevailing in India in lieu of the war against China. The Act empowered the Central Government to issue rules with regard to prohibition of publication or communication prejudicial to the civil defence/military operations, prevention of prejudicial reports and prohibition of printing or publishing any matter in any newspaper.
2) Civil Defence Act, 1968 - It allows the Government to make rules for the

prohibition of printing and publication of any book, newspaper or other document prejudicial to the Civil Defence.
3) Press Council Act, 1978 Under this Act, the Press Council was

reconstituted (after 1976) to maintain and improve the standards of newspaper and news agencies in India.
4) Although on one hand, the Constitution confers the fundamental right of

freedom of the press, Article 105 (2) provides certain restrictions on the publications of the proceedings in Parliament. In the famous Searchlight Case, the Supreme Court held that, the publication by a newspaper of certain parts of the speech of members in the House, which were ordered to be expunged by the Speaker constituted a breach of privilege. Broadcast The broadcast media was under complete monopoly of the Government of India. Private organizations were involved only in commercial advertising and sponsorships of programmes. However, in Secretary, Ministry of I&B v. CAB, the Supreme Court
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clearly differed from the aforementioned monopolistic approach and emphasized that, every citizen has a right to telecast and broadcast to the viewers/listeners any important event through electronic media, television or radio and also provided that the Government had no monopoly over such electronic media as such monopolistic power of the Government was not mentioned anywhere in the Constitution or in any other law prevailing in the country. This judgment, thus, brought about a great change in the position prevailing in the broadcast media, and such sector became open to the citizens.

The Broadcasting Code, adopted by the Fourth Asian Broadcasting Conference in 1962 listing certain cardinal principles to be followed buy the electronic media, is of prime importance so far as laws governing broadcast medium are concerned. Although, the Broadcast Code was chiefly set up to govern the All India Radio, the following cardinal principles have ideally been practiced by all Broadcasting and Television Organization; viz: To ensure the objective presentation of news and fair and unbiased comment To promote the advancement of education and culture To raise and maintain high standards of decency and decorum in all programmes To provide programmes for the young which, by variety and content, will inculcate the principles of good citizenship To promote communal harmony, religious tolerance and international understanding To treat controversial public issues in an impartial and dispassionate manner To respect human rights and dignity

Film The Cinematograph Act, 1952 The Bombay Police Act, 1951

India is one of the largest producers of motion pictures in the world. Encompassing three major spheres of activity production, distribution and exhibition, the industry has an all-India spread, employing thousands of people and entertaining millions each year. The various laws in force regulating the making and screening of films are: 41

The Cinematograph Act, 1952 The Cinematograph Act of 1952 has been passed to make provisions for a certification of cinematographed films for exhibitions by means of Cinematograph. Under this Act, a Board of Film Censors (now renamed Central Board of Film Certification) with advisory panels at regional centres is empowered to examine every film and sanction it whether for unrestricted exhibition or for exhibition restricted to adults. The Board is also empowered to refuse to sanction a film for public exhibition. In K. A. Abbas v. Union of India, the petitioner for the first time challenged the validity of censorship as violative of his fundamental right of speech and expression. The Supreme Court however observed that, pre-censorship of films under the Cinematograph Act was justified under Article 19(2) on the ground that films have to be treated separately from other forms of art and expression because a motion picture was able to stir up emotion more deeply and thus, classification of films between two categories A (for adults only) and U (for all) was brought about. The Bombay Police Act, 1951 It contains provisions empowering the police to regulate the exhibition of films in the state of Maharashtra (formerly Bombay). In this age of media explosion, one cannot simply remain confined to the boundaries of the traditional media. The media world has expanded its dimensions by encompassing within its orbit, the widening vistas of cyber media etc. As a consequence, the laws governing them are also numerous. a person can be made aware of the various important legislations affecting the various branches of Media Communication, making him aware of his rights and facilitating him to exercise them within the framework of law existing in India and in the end furthering the cause of Freedom Of Speech And Expression and Dissemination of Knowledge.

Cyber Law Due to the anonymous nature of the Internet, it is possible to engage into a variety of criminal activities with impunity and people with intelligence, have been grossly misusing this aspect of the Internet to perpetuate criminal activities in cyberspace. From the time you register your Domain Name, to the time you set up your web site, to the time you promote your website, to the time when you send and receive emails, to the time you conduct electronic commerce transactions on the said site, at every point of time, there are various Cyberlaw issues involved. The issues may not be
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bothered today because it may be felt that they are very distant and that they do not have an impact on peoples Cyber activities. But sooner or later, people have to tighten their belts and take note of Cyberlaw for their own benefit.

Prasar Bharati All India Radio and Doordarshan which now constitutes Prasar Bharati were purely Government organizations till 1997. They played the role of National and Public Service broadcaster and served as the voice of the Government and the people. Then, to give it better functional autonomy and to be a true Public Service and National broadcaster it was decided by the Honble Parliament to convert it into Prasar Bharati. This move was expected to enable the organization to function freely and fearlessly as a true Public Service Broadcaster.

Objectives of Prasar Bharati. The major objectives of the Prasar Bharati Corporation as laid out in the Prasar Bharati Act, 1990 are as follows: To uphold the unity and integrity of the country and the values enshrined in the Constitution; promote national integration; to safeguard citizens rights to be informed on all matters of public interest by presenting a fair and balanced flow of information; and To pay special attention to the fields of education and spread of literacy, agriculture, rural development, environment, health & family welfare and science & technology; Prasar Bharati create awareness about womens issues and take special steps to protect the interests of children, aged and other vulnerable sections of the society. To provide adequate coverage to diverse cultures, sports and games and youth affairs and to promote social justice, safeguarding the rights of working classes, minorities and tribal communities. The goal of Public Service Broadcasting (PSB) is to meet community needs, which exist beyond traditional geographic and institutional boundaries. Today, Prasar Bharati through All India Radio (AIR) and Doordarshan (DD) provides maximum coverage of the population and is one of the largest terrestrial networks in the world. In a country, where the illiteracy rate is high, this medium has a great potential to inform, educate and entertain people. The immense social responsibility of the Prasar Bharati-AIR and DD is consonant with the potential of the network as it reaches vast
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masses of the people throughout the country. Over the years, Doordarshan and All India Radio true to their role as public broadcasters have been engaged in multifarious activities. At this time of radical change, we must keep the best of what we do and reinvent the rest. The future promises to be exciting and challenging for all. With the move into digital age, public broadcasting is in the forefront of using new technology to provide better service and programmes to an even wider and more diverse community. A national service planned, developed and operated by the Prasar Bharati presently touches the lives of millions each and every day, providing the highest quality experience in cultural and performing arts, information and public affairs documentaries and educational programming.

The goal of Public Service Broadcasting the world over is to make needed information available at doorsteps of everyone. It should be wide ranging in its appeal, reliable, entertaining, instructive and informative serving only one master its public. It strives to engage all communities through broadest of thought provoking programmes and outreach projects. It channelizes the information and ideas that improve communities socially, culturally and economically. The work done by PSB is commendable though it far reaches places where other broadcasting fails to but PSB has the potential to deliver wider coverage, Well its not just about the coverage but the quality presentation in the coverage that matters. PSB with lack of innovative ideas to hold on to the audience who have reached to multi news channel seems dull.

Its due to quality which takes on the presentation of the programme, why cant PSB either collaborate with other media channels or get sophisticated inputs to retain or gain more viewership it is having and device new programmes based on different regions to gain local popularity by promoting regional cultural and traditional values with new technological aid. PSB had to go an extra mile in order to not only increase its viewership count but to deliver what it intends to or meant for, i.e. to provide quality appealing , reliable entertaining, educative information to its public. Which is not been the centre of focus yet hence in the age of cable TV and set top box with multi channels, it becomes PSB to be responsible for provide its public with best coverage as compared to its counterpart. new media world where access to reliable and credible information and a wide diversity of entertainment are the new rules of
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the broadcasting regime; where profit-driven and performance- oriented companies are fighting for the mind and heart of the viewer. In such an environment, the Government-run national broadcasters bureaucratic style of functioning is not conducive to quick decision-making and operational efficiency. Corporatization is the option available for Prasar Bharati to make dynamic media environment and ensure it a chance to compete with its rivals by installing a viable structure, and effective systems and processes. It ensures relevant and unambiguous policies related to finance, personnel, sales and marketing and other important function of management. Ministry of Information and Broadcasting The Ministry of Information & Broadcasting, through the mass communication media consisting of radio, television, films, the press, publications, advertising and traditional mode of dance and drama plays a significant part in helping the people to have access to free flow of information. It also caters to the dissemination of knowledge and entertainment to all sections of society, striking a careful balance between public interest and commercial needs, in its delivery of services. Ministry of Information & Broadcasting is the apex body for formulation and administration of the rules and regulations and laws relating to information, broadcasting, the press and films. This Ministry is responsible for international co-operation in the field of mass media, films and broadcasting and interacts with its foreign counterparts on behalf of Government of India. The mandate of the Ministry of Information & Broadcasting are: -News Services through All India Radio (AIR) and Doordarshan (DD) for the people -Development of broadcasting and television. -Import and export of films. -Development and promotion of film industry. -Organisation of film festivals and cultural exchanges for the purpose. -Advertisement and visual publicity on behalf of the Government of India. -Handling of press relations to present the policies of Government of India and to get feed-back on the Govt. policies. -Administration of the Press and Registration of Books Act, 1867 in respect of newspapers.Dissemination of information about India within and outside the country
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through publications on matters of national importance. -Research, Reference and Training to assist the media units of the Ministry to meet their responsibilities. -Use of interpersonal communication and traditional folk art forms for information/ publicity campaigns on public interest issues. -International co-operation in the field of information & mass media.

Childrens Film Society National Centre of Films For Children & Young People (NCYP), earlier known as Childrens Film Society, India, was formed in 1955 with the aim of harnessing the medium of films to provide healthy entertainment to the children and young people, thereby providing an alternate to commercial cinema which is said to cause adverse impact on children. The aim and hope has been to contribute to the process of better upbringing of young generations, utilising this highly effective medium Cinema and T.V.

SOCIAL WORK AND MEDIA Target Group: The affected youths of afghan war, the local youths who were victims of devastation and the American soldiers who were sent for war away from their home county and refugees of African countries. Its not so much a question about the NGOs' communication policies as about their approach to information. For several years now a number of NGOs have become information producers almost on a par with the international press, and at times with greater means of investigation and distribution. CASE STUDY NGOS AS NEWS AGENTS In American prisons in Afghanistan in 2003 Human Rights Watch. Who has been tracking down the multinationals pillaging of resources in Africa Global Witness. Its not that recent a phenomenon. Over the past 20 years or so, when humanitarian aid was becoming so newsworthy, NGOs became information agents by bringing so many journalists to the frontline during humanitarian crises. These NGOs acquired greater credibility than most governments. And they did not merely supply information because they also determined its importance. To some extent the crises that would be talked about and those that would quickly be forgotten were selected by information-savvy NGOs in a process akin to medical triage.
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The NGOs also supplied alternative narratives through the interpretations they offered of international events. When hundreds of thousands of Hutus fled to Zaire in 1994, a number of humanitarian NGOs and UN organisations chose to describe this stampede in humanitarian terms, forgetting the fact that thousands of those refugees had themselves committed atrocities in the genocide. Its not so much a question about the NGOs' communication policies as about their approach to information. For several years now a number of NGOs have become information producers almost on a par with the international press, and at times with greater means of investigation and distribution. NGOs revealed the use of torture in American prisons in Afghanistan in 2003 Human Rights Watch. Who has been tracking down the multinationals pillaging of resources in Africa Global Witness. Organisations like Human Rights Watch, Human Rights First and Global Witness have become news wholesalers; they are on the ground like special correspondents and supplying their information to journalists. At the height of the second Intifada for instance, a researcher for Human Rights Watch was relaying information live from the embattled Palestinian refugee camp at Jenin.
NGOs are not only work with the organizations sole objectives but also strive to work beyond its horizons and limitations. The case study speaks about multi role that NGOs play, here as information agents by brining so many journalists to the frontline during humanitarian crisis.

Modern information technology is giving NGOs and other research organisations much more power to both obtain information and broadcast it. This has given them a new kind of media independence every day thousands of people now visit the Human Rights Watch website just as if it were a specialised press agency. NGOs also share journalisms acute awareness of the importance of accurate description and terminology. Calling a situation a massacre or a genocide has clearcut consequences. Such an assessment can determine the international communitys reaction, define the reputations of those involved in a conflict and even settle the fate of many victims. What all this means is that its essential for NGOs to put in place information collection, processing, interpretation and broadcasting systems that enable them to be reliable sources in the information chain. Their closeness to journalism doesnt mean that NGOs are neutral, as they have their own priorities, calculations and reflexes. But these constraints do not in any way diminish their importance or legitimacy in the global newsgathering and dissemination process. The Article was used to connect and describe NGOs intervention in media as NGOs
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play a vital role in analyzing and filtering the proper information to the media. Some NGOs are acting media agents as they have better information than that of media.

Social Work and Social Media The power of social media is transforming the way in which non-profits accomplish their missions. While it may take a redesign of an organisations operating model to truly make it worthwhile; do not be afraid to give it a try. The evolving role of social media in the work of non-profits was demonstrated by the release of the The Nonprofit Social Network Survey Report during the NTC. Conducted in March 2009 by NTEN, Common Knowledge and The Port, the survey polled non-profit professionals about their organisations use of commercial social networking sites (e.g. Facebook), as well as their own hosted social networking communities. It confirmed that social networking has become an integral part of non-profits online strategy. Of the 929 respondents, 74.2 Percentage have a presence on Facebook, and 30.9 Percentage have one or more social networking communities on their own website. The exciting social media trends in the non-profit sector witnessed at the NTC ultimately raises questions about their relevance to NGOs in developing country environments such as South Africa and India. Access to increase and affordable broadband will no doubt result in more NGOs investing in their ICT infrastructure and skills, and as a result, strengthen the scope and impact of their work. Traditional NGO activities such as fundraising, networking, advocacy and information-sharing will directly benefit from increased emphasis on, and the availability of a wide range of affordable online services and applications. Although some local NGOs have started to experiment with social media applications, the uptake is still limited and in most cases not part of a broader strategic approach. Method of social work is by making advocacy, fundraising and networking, information on these are more spread out and easy to access through social media like facebook and youtube for people to make them aware of social issues and how they can be a part of solving the problems or concerns of needy through peoples (participants) expertise (Advocacy) or financial help (fundraising).

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Target Group are beneficiaries who could be anyone as long as social media is used for social purpose and concerns. For Example Dhan Foundation, its target ranges from village farmers to school children. For Example Dhan Foundation, its target group ranges from village farmers to school children and so as the social media used. Dhan Foundation, Madurai Information and Communication Technology for Poor The digital divide in accessing and using information and communication technology (ICT) between urban and rural, rich and poor, for profits and charities is ever increasing. DHAN Foundation has taken up 'ICT for the poor' as a new theme to experiment, develop and implement socially-relevant ICT programmes through ICT based peoples organizations built at the grassroots. It has become a cross-cutting theme to complement the microfinance, water, rainfed farming themes of DHAN. The programme is involved in the following activities: Promoting Thagavalagam Groups to provide ICT-based livelihoods, Village Information Centres (VICs) in rural areas as well as urban slums, so to provide various e-services such as e-mail, e-Post, computer-aided school education, eGovernance, etc. Facilitating the rural poor to get connected with the resources and expertise located distantly through online consultations for health, education, agriculture, animal husbandry, fisheries, and on legal issues. Enabling the aged and illiterate women and men to learn reading and writing through computer-aided adult literacy centres. Establishing community colleges to offer a number of ICT-related and job oriented courses to the poor youths and helping them to get employed in the nearby towns and cities. Developing content for educational use and developing software for agriculture and animal husbandry services, which are now being used by farmers in VICs. Promoting partnership with the other stakeholders such as ICT-based academic, research and business organisations to channelise resources and expertise to the grassroots.

The ICT program itself demonstrates how media especially internet can even reach out to villages, all the internet services provided to the villagers are for health, education,

agriculture, legal issues etc. which has brought about change in peoples livelihood and in their village in all.

Social Work intervention by Womens Organizations through Media From women's media to rural media Newsletters in UP that began as a development effort to help women communicate among themselves have evolved into much more, addressing problems that are
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relevant to whole communities instead. Seven years ago, many rural newsletters started off as mere communication tools for the women self-help groups. Their purpose was to initiate a dialogue between the women, share information and also, give them an opportunity to voice their opinion. Hand written, hand designed, they were a perfect reflection of women's empowerment in rural Uttar Pradesh. But today, they have emerged as the voice of not just these groups, but also of the villages. Various rural newsletters of Uttar Pradesh not only carry reports of the groups, but also the problems of the villages, their issues and as a bonus, give a peek into the happenings around the world. Some are making their presence felt on the national scene too; Khabar Lehariya has even won the prestigious Chameli Devi Jain award.
Case Study On Impact of Media on Women to Prevent Violence against them

The April 2004 issue of the rural newspaper Gunagar of Jaunpur talks about the life of Bhimrao Ambedkar, coinciding with his birth anniversary. The December 2004 issue of Mitra from Oraiyya tries to focus on the problem of the caste biases in the village primary school and even goes ahead to show the issue to the block development officials. The development officials record the copy as an official complaint and take action against the erring school teachers. Several other newsletters like the Purvai of Varanasi, Bhinsaar from Pratapgarh, Dehriya from Sitapur, Bhaiyli from Mathura, Mahila Dakiya (the very first one in the series) from Chitrakoot are also making their mark. Mahila Samakhya, a prominent NGO working for the education and empowerment in Uttar Pradesh, supports these. Nirantar, a support group from New Delhi, supports Khabar Lehariya from Chitrakoot. While some of them are quarterly, others are bi-annual and some are even monthly. The matters in these newsletters range from local civic problems like conditions of the hand pumps and the kharanjas (brick roads), local social issues like dowry, intoxication, violence against women, and even murders and other crimes. Household tips, gardening tips and details of the latest research are the added features of these newsletters, which are collected by the women themselves. Some of the issues which have been highlighted in these newsletters, have ended up bringing about a change in the villages. Once, one of the villagers told the sangha women about his repeated requests to the pradhan to get the only access road to his village repaired. The women noted the case in their newsletter and sent a copy to the Block development officer. Reading the news, the BDO ordered immediate construction of the road. Says Rajumari of Ujala Mahasangh of Mahila Samakhya, "We felt like real reporters, for our story had managed to show an impact. We published the acknowledgement letter from the villagers in an issue of our newsletter." The Newsletter promoted unity among village women to gather and work towards issues concerned to them further raising the issues to concerned authority by making them accountable for the responsibilities they are ought to take. Thus bringing about social change in the community and in governance.
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Social Work and Media Relations NGOs and the Local Press Rajendra Singh of the Tarun Bharat Sangh in Alwar says the media and nongovernment organizations should have had much in common. The root of newspapers was meant to be social concern. When they started in this country, newspapers were a revolutionary force. The press and social workers have the same goals: only the means are different. The voluntary sector is fighting injustice. The two ought to have strong linkages. But rather than evolving, the relationship over the last few decades has been come increasingly problematic. NGOs have grown in numbers and diversified, and a lot of polarization has taken place. Government officers have taken to opening up NGOs in the manner of shops, just before retirement. As an older journalist in Jaipur said wryly, when a government official retires, he becomes civil society. Many have become corporatized, hiring professionals and paying them decent salaries, whereas much of the media remains fossilised in its notion of what a voluntary agency should behave and look like.

He points out that it seems to people like him that the media has changed a great deal too. There are different classes of media. One kind of class is dedicated. The other is into glamour and power broking. If you are in the media you can get straight access even to the prime minister. Their shortcoming is that they do not want to come out of their glamour and cover village issues. The older journalists were good. This is not the case with all the media, though most of them are tilted towards covering glamour and sensation but we cannot deny the fact that, press like times of India has initiated many campaigns on social concerns, Teach India on free education for children and Aman Ki Asha peace campaign between citizens of India and Pakistan. Talking to individuals in both sectors, the following issues emerge as being critical. Those who want to change the world need to get their message out to the rest of society to get support of various kinds. Even more than that, those fighting inequality, oppression and injustice want the gaze of the world to fall upon these problem areas in society, and the media is the principal means of achieving this. Says Aruna Roy, We see press as an extension of struggle in its most positive aspect. And I think if you see them and expect such a role to be played they do play the role up to a point.

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But many of the groups which work in villages come into contact with a level of media that the urban civil society does not see, and would have trouble recognizing. These are part-time local stringers who double as shopkeepers or circulation agents. So the agenda social workers and activists might have for the media remains unfulfilled.The second major area of concern is that the NGOs seem to expect a degree of immunity from media scrutiny that the latter is not willing to grant them. The press does not readily buy the thesis that every individual or group set up as a saviour of society is to be treated as such. And as the inflow of foreign funding to the voluntary sector has grown, there is a feeling that the NGO sector should be treated with at least some of the skepticism usually reserved for government and politicians.

As long as NGOs believe they have been working sincerely towards a cause, there shouldnt be any reluctance in providing information on funds and budget to media, this helps transparency of NGOs working for a good cause and even media may help those NGOs which lacks sufficient grants and resources which can be fulfilled with the help of media partnership through effective publication and awareness working together for a cause. The third aspect of the relationship is that when a grassroots movement has to be built, mobilisation across the state needs to take place. But excessive media localisation has worked strongly against this, as the media imposes a narrower and narrower identity upon its readership. This is, in fact, is seen as a major problem by those attempting social mobilisation. Its through making media realize the importance of the movement there can be some change brought about, the narrow identity of readership is due to extreme commercialization or marketing of media to selected viewer/readership which media doesnt want to lose, at the same time it can be an advantage for effective movement to convince the local media spread the message of usefulness of disseminating information on needs of such movement to local audience and how they would benefit as participant, which would further increase the audience and decrease it. This may bring some mobilization and creates an impact on the pace of movement to meet its demands with more people and faster. The press, on its part, would want the self-appointed agents of social change to understand its compulsions. The press is not into social service, it has a professional job to do. It can use information, but at the same time is suspicious of being used.
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Some presspersons do not mind a cozy relationship with the NGO sector. Others see no reason why they should be expected to handle a sector that is doing rather well for itself with kid gloves. All of the above then, are the aspects of the media and NGO/activist relationship that need to be put under closer scrutiny and understood.

Media and Social Mobilization Localization of newspapers on the face of it is a brilliant development. With massive increase in literacy, even villages in the country now are serviced by newspapers. So does this help to bind people at every level into a larger information picture, a larger identity that they may have been excluded from earlier On the contrary. The way localization has taken place; in a bid to get local advertising newspapers have sliced up their readership into as many editions as there are districts in the states, giving two to four local pages to each district. However all this profusion of local news never finds its way back to the state page in the capital of the state. It does not even find its way into the edition that people in the very next district receive. Because local editions carry national pages, not more than one regional page originates in Jaipur, half of which is given over to continuations of stories on page one and two or more local pages cater to that district. And conversely all these local pages do not generate more than half to one page in the state capital because Jaipur or Ranchi would be giving space to city news and advertising, in addition to national and international news. Local news stays local. It is a sop for the local reader, the local correspondent in his area is not by any means someone who gets his news out to the outside world. He files for the local pages. The local news doesnt hit the outside world: its either because of lack of readership or content of information presented. But on a bid to making local news global its necessary that the local media doesnt lose ground with the local readership, who are essential part of society to bring about a change through either education, information and knowledge that he/she gets through local news media. Its necessary to give more importance to local audience and concentrate more on increasing the local readership through effective layout, design, content, presentation creativity then to convince global audience to help bring about social mobilization at grassroots level which can later move to mainstream level when its strong and effective to convince the global audience.
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Social

Work

Intervention:

Social

workers

provide

interventions

to

individuals, families and groups in order to assist them with their needs and issues. Interventions are intended to aid the stake holders and the client system in alleviating problems hampering their well-being. The interventions used by social workers are those that are identified as potentially helpful on the basis of the social worker's ongoing assessment of the media system. The degree to which social work interventions are effective is determined by the degree to which client goals and outcomes are achieved. When goals and outcomes are achieved as demonstrated by the results of the work done between the social worker and client, the interventions used are then recognized as effective. Group Work with Stakeholders: Since most of the media persons especially involved with mass media (electronic and Print), are diverging from social responsibility system where media is driven to benefit the public. It expects mass media to answer society's need for truth, requires an open and diverse debate on public issues, and honest updates of current events, to Libertarian system media outlets, particularly television stations, rely heavily on advertisers for money, and therefore design their news reporting to support and never conflict with the will of their financial supporters. Its important to bring about awareness to stakeholders who belong to libertarian system to make sure they follow the media ethics of not violating any of the human rights of individual whom they cover. Thus its necessary to sensitize stakeholders about human rights and to deliver fair information for the welfare of the society but not to commercialize it for the sake of revenue as sole objective. Group Work with the Community People: To identify the Issues and problems of the audience specially youth in urban India like cities in Mumbai, Bangalore and Delhi, and how media moulds or changes ones behavior towards any given situation in the society (Ex: At school, Home, Peers etc ). Try and find what medium (TV, Internet etc) of media is responsible for such a change in the behavior resulting to negative or deviant behavior or change leading to change in positive attitude. As Video Volunteers (Media Organization) working with community people to empower the marginalized sections of society with the help of media can raise their voice from the bottom down to top rug of the society. Through community participation, Social
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workers can bring about journalistic, critical thinking and creative skills, teaching people to articulate and share their perspectives on the issues that matter to them. Through which people can fight for their own justice and uphold their human rights. Community Work Approach: MNCs through making people in rural areas to know their certain imitation trying to occupy their (rural people) stake by giving following information to the people about their socio and economic life conditions, like Low per capita incomes, daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media. Further MNCs are promising the availability, affordability; acceptability and awareness of their entry would change the lives of people in rural area. Among social work intervention methods, a community work approach can be a suitable and relevant strategy to tackle the problems of making people aware of the information are factual and how it would affect their livelihood. Empowerment is one of the important concepts in community work. The goals of empowerment are actually in line with the philosophies of community work which emphasize people's power and participation, the raising of people's social consciousness, and the changing of the environment to eliminate the social constraints acting on people's lives. Focused Group Discussion: Focused Group Discussions (FGD) can be used as a method to make college students aware of different media, their proper usage and their effects on personal and professional life these effects could be positive or negative. Hence it should be discussed properly to make college students or young adolescents on how the media can touch their emotions and can mould their character through its influence.

Research: Many areas can be explored through research on media, on how media can help the disabled community or media as a tool for educating illiterate masses and media as a guide for better society, and so on. Through research we can identify what people from different sections of society expect from media and how it can influence its audience. For example, media presenting glamour and fashion is followed by the younger generation of youth as their new life style pattern. Further through research

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the concerned media can be informed about its relevance and advancement can be made to grab its audience attention.

Advocacy: Policy related to media can be governed and formulated, The present media laws and regulation has to be verified and should be reformed if necessary or needed. To ensure that media is abide by the law and is following the ethics and code of conduct as laid down as in the laws governing them so that the it helps to upgrade actions of action. Media can be made sensitive providing opportunity for the media to interrogate ground realities of the issues it deals with and clarify such issues through discussions, workshops and awareness programmes to promote the role of the media as key to influencing culture and values. These things are complex and the media has to see its complexity. If the media treats with a complexity then society understands the complexity. If the media treats it as equations, very easy stereotypes, then society understands it as stereotypes. Hence its important to make media aware about certain sensitive issues like gender, caste, HIV/AIDS etc.

Conclusion The role of media is not mere medium of communication but its a medium of effective change which tries to indulge its entity with its effective means of presentation, there by convincing and encouraging the entity to accept the information delivered by media. There are different types of media been used over different period of time, now lets look at the important types of media which has played a prominent role in human society.

There are various advantages of media; it reaches audience from far ends of cities to villages, which transmits information to large scale audience. Has an important position and place in a democratic country because they speak on the behalf of the people. They are the critics of administration, justice and law. Media creates better inter-regional and inter-communal understanding and is helpful in taking people opinion. Some Media entertains all types or people, young and old, literate and illiterate. Because it is so popular, it must exercise some influence on those whom it attracts, which is exactly what the paper talks about, the influence on youth whom the

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paper considers are highly attracted towards media and are negatively and positively influenced. As there are advantages there are also disadvantages of media which is a setback for not only the media sector but also hampers the interest among its audience, today more media are concentrated in urban areas; Low levels of literacy and economic poverty also result in limited reach and circulation. Glamorization and media sensation is increasing due to growing commercialization which may overshadow the issues and concerns of society. Media show the activities of criminals have encouraged many youths to commit acts of crime. Other media, too, such as those dealing with sex and other natural weaknesses of man, have corrupted the morals of many people. There are many more such disadvantages of media which makes it a cause which hampers ones growth and knowledge.

As there are advantages and disadvantages of media there are also, negative and positive impact of media on society especially on youth. Children, who are bombarded to media which presents violent actions, are tend to commit crime in their later adolescence or found to be deviants in their teenage. Media induces youth towards recreation; through glamour it influences them to lead celebrity lifestyle and creates unwanted urges towards opposite sex. Sometimes it affects emotions which overtake the rational behavior of youth, which they try to adopt or reinforce and enact what they have seen, heard of felt by the media in their real life stories. The positive impact, through media one can not only avail knowledge but can also share it with likeminded people to turn into a cause of action. Media helps bring justice to those who are deprived of it, as in Jessica Lal case, it increases and brings youth to participate in social activities like politics and social movements. Through media one can access all the possibilities of connecting to different sectors of society and its elements and derive knowledge on education, career, marriage, and build different relation with people across the globe.

The youth undoubtedly forms a fundamental part of a civilization which is evinced by the fact that more often than not it is the youth that leads a protest against an objectionable act. The importance of media and the youths association with it is an integral one. The youngsters make proper use of the media in order to question and
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condemn corruption, ill doings and malevolence. Newspapers have an editorial page which hoists the voice of the mass. There are special sections nowadays dedicated to the youth, their opinions, their problems and their viewpoint. The same applies to television news channels while the latest platform is the internet. Today, blogging is a powerful tool that is utilized fully for expressing thoughts, views and disagreements. The fourth generation of media has played a crucial role in bringing about a new transformation in the society; the medium of internet, which connects people/citizens who wish to involve in social action, access to the internet has played an important at the levels of economic activity, social interaction, awareness of current events and political monitoring. The history of Indian media is critical: it's overwhelming in the quick and dramatic changes over the last few years, for those in the business of marketing, the delinking of radio and television from direct state control has given endless joy. But media analysts and NGOs have varied responses. Some see the deregulation of broadcast media as potentially aiding the emergence of community radio and other forms of more democratic, participatory communication. Others despair that Indian audiences have been, to borrow a phrase, amused to death. They observe that market imperatives have already forced the once state-owned AIR and Doordarshan to abdicate their responsibilities, ringing the death knell on the state's role in public service broadcasting. The Limitation of media varies from different types of media As in case of Radio Advertisements are an interruption to entertainment. Because of this, radio advertisements must be repeated to break through the listeners tune out factor. Radio is a background medium. Most of the listeners are doing something else while listening, which means the advertisements have to work hard to be listened to and understood. Newspaper Even today are concentrated in urban areas; Low levels of literacy and economic poverty also result in limited circulation. Television programme content and production is often expensive and so the television sets which limits it to purchasing power of only middle class people in india. Media today as a whole involves more than one aspect to be dealt with. Media forms an integral part of the lives of all. The world of media is irrespective of age and outlook as well as regardless of nationality and creed. The change that media has brought about in the society is not limited to certain realms, but due to increasing
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influence of media and growing accessibility will lead to media enter all facets of society in near future. It reaches all sects of people irrespective of what they are, where they come and what they have; media has already influenced the value systems of our society and brought about the new social conformity. It has shown new path for economic activities from agriculture to share markets, it has led to change in organs of state, and brought about new social order. The new era of media has begun and has power to transform society..!

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