It is Far More Important to Entertain than to Educate - Research Paper Example

In contemporary Australian media, it is far more important to entertain than to educate.” Introduction Media is termed as the fourth e of any democracy. It is considered to be one of the purest forms of all of the pillars that bear the burden of upholding democracy, while also helping the citizens with the latest and important facets about the world and the nation. Media, be it in any form – print or electronic – is one of the highly trusted mediums of information for the citizens of any nation and the world across. However, what happens when the world reaches new heights of globalization and the terms “Business” and “money” become more important to the world at large? Is media, too, entitled to change its view from ethical to business oriented? While, we cannot take the huge task of judging the media across the world, we will be focusing on the Australian media scenario, learning form the facts, analyzing a few media channels and coming to a conclusion – Is the contemporary Australian media following in the wheels of entertainment more than education? While the question, indeed, is big, the discovery towards the conclusion will prove to be startling nevertheless. Entertainment Vs Education One of the presets of any education in media explains its students that the first and foremost task and responsibility of media towards the viewers is to “inform.” However, are these precepts only a part of the necessary and age old course material, or do these young students really do follow these in real lives becomes of question. Several nations have seen a change in their media trends. Australia, too, cannot ignore the changes that have come about in the media scenario. Be it broadcast or the print media, the changes that have come about are inevitable. However, are these changes absolutely necessary, is the big question. Several researches have been conducted and several journals and news stations monitored. The results of all have come to the same thing – the Australian media is, indeed, giving in to the pressure of the monies and becoming increasing more business oriented than any other time earlier. While we have explained that media is changing the scenario, how is it that we reached the conclusion? The same is cited here. The Australian media is enjoying what is called as the complete “editorial freedom and freedom of speech and expression” like no other media in any democracy across the world. Despite the freedom that the journalists and media exercise, the journalists are often blamed by the citizens and masses in general that they abuse the power that they have been asserted with. Even when the Princess Diana episode happened, the public went in a complete rampage against the journalists. While this is just a general example as the global reaction towards the journalists and questioning of journalistic ethics, this very much proves how much the public despises the journalists. While the credibility of the journalists is being under question, let us now take a look at the media slots. The sole aim of media, when it came into existence, was to educate the masses – be it the current issues, educational themes or any other fact. However, taking a look at the slots of these television channels and the content they are showcasing will very effectively bring to light the point stated earlier. The Australian channels are increasingly showcasing sports oriented programs. As the news based programs have been shifted from prime time slots to cheaper time slots, more and more soap operas and US TV series’ are making way into the prime time slots. Talk shows and children are next to follow these programs. Lets us now take into consideration, Australia’s two biggest broadcasting channels – ABC (Australian Broadcasting Corporation) and SBS (Special Broadcasting Service). Let us compare the broadcast schedules that are provided by these two channels throughout the day: ABC Schedule Morning 5Am to 11 Am, the channel showcases an entertainment program called “rage.” Following this, at 11 Am comes “Outback House” that is another entertainment program. The afternoon slots, that is, starting from 12 PM or noon time to 6:30 pm in the evening, are mostly comprised of sports related programs and other soap opera series. The evening slots, that is, beginning at 6:30 pm in the evening are again talk shows. In the whole day, there is only one complete news bulletin that is showcased on the channel – at 7 pm respectively. Following it are two five minute headline schedules. Apart from that, there is nothing on the schedule that might provide the viewers with any information on the current affairs. Now while some might state that there is still a complete news bulletin that is provided for the viewers, the fact is, how many Australians reach their respective homes before 8 pm in the evening? Hence, showcasing the news bulletin at 7 pm does not solve the purpose at all. While the news headlines are told to the viewers time and again (twice actually), the prime time slots 8:30 to 10:30 are full of drama and soaps. SBS Schedule While we have analyzed the ABC schedule, it is time now to analyze the television schedules offered by the SBS. The schedule for SBS televisions is actually very interesting. The whole of morning and afternoon packages are filled with news bulletins from all over the world – meaning that there are news bulletins being told in French, Spanish, German, Greek, Russian, Italian, Chinese, Japanese and many such languages. However, after 1 pm in the afternoon, there are only two bulletins that follow – one at around 4 pm and other at 6:30 pm. Does it help? Just the way we explained with ABC Schedule, none of it solves the purpose. The prime time slots are all allotted to entertainment programs, soap operas and talk shows. With so much entertainment around us, where does the informed viewer turn to? The media has, truly turned its function from educating the viewers from entertaining them. From an institution of information, the media has become a business institute. As Julianne Schultz reminisces in her book, Reviving The Fourth Estate, The New York Times summed the state of media under one headline “From Fourth Estate to Real Estate.” And true it is, is it not? Reasons behind the suffrage of media While we have reached a certain conclusion that the Australian media is indeed becoming more business oriented, what are the underlying factors that have resulted in the same? One of the largest factors that have lead to the resulting of a shift of pattern amongst the media houses is the ownership. Within Australia, the media ownership ranges between a few powerful media moguls. While we have already heard of Rupert Murdoch, the media mogul world wide, John Fairfax Holdings and the Harris Group make for the remaining ownership patterns. ABC and SBS are both funded by government. However, in lieu with the freedom that the media has been granted, the media is completely free to showcase anything and at any time. The media moguls mentioned above are the people who form the media regulatory body, the Australian Press Council. With no government holdings and guidelines, these media groups follow a guideline set by these media moguls themselves, which talk of a lot of ethics in the paper, but act lesser in reality. The sole reason behind this is the autonomy of the media moguls makes it absolutely impossible for the government to control the media content. Besides, these media moguls make for extremely strong contenders in the politics, making for even stronger lobbies. With the political strength that these media moguls exert over the government and politics, any word from the government against these media moguls will prove to be a disaster for the government. Even the political leaders, working their way towards successful political careers realize the importance of keeping a “media mate” (Paul Chadwick) close together. With the amalgamation of politics and media, the monopoly of the media ever increases. Even when we analyze the kinds of news reports that one gets to see in the news bulletins showcased by the channels, one can very well notice the presence of violence and entertainment related news stories. Probably, in the complete bulletin, there will only be one news story of national interest, while the rest all will showcase the murders, trials, tribulations, break ups and patch ups of the celebrities. Now if that is not entertainment oriented, what is? In a speech by Laurie Ferguson, a member of the parliament, certain facts come to light. Australia is a hugely diversified country, with several aborigines and tribal groups also sporting the grounds of Australia. In such a scenario, the SBS features only 4.5% of the news reports that cite the interests of these ethnic classes. Within this, more than fifty percent of the news reports portrayed the ethnic groups in a negative light. Most of these ethnic groups feel that the Australian media is biased against them. Does it not result in the deterioration of the social cohesion? Here again, entertainment comes before the education and responsibility of media. While the monopoly is one of the reasons for the deterioration of the role of media from education to entertainment, the real reason behind it all is one – Business. It is generally noticed and seen that the majority of the viewers want sensational news and programs to keep their nerves tantalized. For the similar reasons, the kind of news that is showcased in the news channels has taken a shift, from more authentic reasons and matter to shallow waters of entertainment. Secondly, ever since the theory of slots came into being, these broadcasting companies have been earning huge. The reason is that the programs they showcase at the prime time slots are put there for a special reason. The advertisements that are placed in between these soap operas and the likes of it have become the main source of income for the broadcasting channels. Since these soap operas and programs are huge grosser in terms of popularity, the advertisements that are placed between the same are huge grosser in terms of revenue to the companies. Since the advertisements between the news bulletins are less in number, if showcased at the prime time, the revenue generated will be lesser too. Hence, we can very well trace the sudden shift that has happened in the kind of programs and the content of programs that is being showcased by the media. With the business becoming the main focus of the Australian media, entertainment makes its way rendering the educating and informing astute of the media senseless. Conclusion The above study concludes that the Australian media has indeed become more of entertainment driven industry than education driven. While we have expounded our theory based on certain revelations, we have also analyzed the kind of daily program schedules that two of the main television or broadcast channels exert. Increasing reports from the other sectors of the society have become more concerned with the performance of Australian media. However, nothing seems to stop the Australian media from turning about in its ways. The run for the mill for the global business opportunity has changed the way the Australian media showcased itself in the beginning years. With more and more business coming in, no regulations or competition, the monopoly of the Australian media groups determines that the change in the ways, where the media will follow the ethical precepts again, is still a far away dream. Education and information have been replaced for entertainment and until the viewers change their preferences, the change in the Australian media too is not about to come any time sooner. The fourth estate has indeed become the real estate institution. With this, our study and the module of our study become fulfilled – “In contemporary Australian media, it is far more important to entertain than to educate.” Though sad, our conviction has proved to be true after all. References ABC. http://www.abc.net.au/tv/guide/netw/ Balson, Scott. "Murder by Media - Death of Democracy in Australia." 1999. Ferguson, Laurie . "Beyond Blame: How can Australias media best reflect the diverse faces and voices of Australia in news reporting?." Murdoch University Sydney: 16 May 2008. Extracted from: http://www.minister.immi.gov.au/parlsec/media/speeches/2008/lf080516.htm Inhouse correspondent. "Rural Press, Fairfax officially merged." The Age 9 May 2007. Extracted from: http://www.theage.com.au/news/Business/Rural-Press-Fairfax-officially-merged/2007/05/09/1178390384391.html Jones, Paul . "Regulating for freedom: media lessons from Australia." Open Democracy 2003. Extracted from: http://www.opendemocracy.net/media-globalmediaownership/article_1492.jsp "Media trends in Australia, Philippines and Thailand." Blogbastic 19 November 2007. Extracted from: http://jimcaro.wordpress.com/2007/11/19/media-trends-in-australia-philippines-and-thailand/ SBS. N.D.) “No Title”. Simple info Available at: http://www.sbs.com.au/schedule Schultz, Julianne. "Reviving the Fourth Estate: Democracy, Accountability, and the Media." Cambridge University Press, 1998. Read More