The Media's Reporting of Politics and the Political Process - Essay Example

 The Media's Reporting Of Politics and the Political Process Introduction In the emerging technologies, media is perhaps the most influential platform that has wide ranging impact on every sphere of the public life. That is the reason, media has been used not only for generating revenue but it has been the greatest boon for our politicians to be used to garner public support for their political ideologies and projecting and creating equitable image in order to remain in a position to bargain. The digital revolution has brought new approach to media reporting. Indeed, it has evolved into the most powerful force behind the mechanism and political processes, resulting in the reorganization of political blueprint and laying the foundation of global values and collective goals. Powell (1990) says that it is ‘this form of connection that will determine our lives’. Thus, critical analysis of media’s reporting of politics and political process has become essential to evaluate its role in the changing dynamics of socio-political and economic paradigms of a nation. The various elements of political system vis-à-vis changing dynamics of society, government, political parties, corporate world etc. have become vital ingredients of exploitation by the media. In the recent times, the role of media in the political campaign has come under lot of flak for myriad reasons (Bakir, 2006; Hall Jamieson & Waldmann, 2004; Patterson, 1980). While sometimes media exploits them for its own vested interests, other times it is exploited by the system, especially the political parties and politicians and the corporate world to garner support for their own political agenda (Kepplinger, 2007; Ridout & Mellen, 2007). Diversity in media and its evolution The media, everywhere in the world, is a leading agency for projecting the ideologies and news to a huge target population or viewers. The larger the audience base, the more powerful it becomes. The media in its various format like television, radio and newspaper and magazine, basically has the main objective of informing the audience of the events and news that are taking place around the world or it may just be region-centric, depending whether it is targeting domestic or international market. Changing role of media In the early eighties, there were about 80 media houses which have now shrunk to only five. These are Time Warner, Walt Disney Company, Murdoch’s New Corporation, Viacom and Bertelsmann. This cartel of big five, control a lot more than media houses. Each of them has stake in all forms of mass media; be it radio and television, newspaper and publishing house or motion pictures. They have become strong advocates for power games. Vested interests now dominate the overall goals and objectives of the media owners. According to Herman and Chomsky (1988) the news media is engaged in ‘manufacturing consent’ on behalf of powerful elites. Citizens’ welfare has taken a backseat and manipulation of public opinion has become the norm. Looking through the last few decades of media evolution, one finds that the democratic and conscientious approach towards various issues that so characterized the media in earlier years, has gradually turned towards capitalistic values. The media and the political parties are adapting to the challenges of transforming dynamics of the societies. Thus, Negrine (2008) has observed UK politics and asserts that it has become a profession and politicians have become skilled professional who display their political competencies through manipulated media. Indeed, cooperation with media and its tacit manoeuvring is inherent in the political leadership initiatives (Sheafer, 2008; Rahat & Sheafer, 2007). While initially, media served as a link between the community and the government, it has now gravitated towards a more powerful goal of vested interests! Bagdikian (2004) asserts that these media conglomerate together ‘manufacture social and political world’. Indeed, it sometimes becomes scary to imagine the huge power that they exert on the psyche of common man impacting their socio-political and even economic decisions. It is true that newspapers and radio try to make conscious effort to raise the problems and issues which directly affect the community and their welfare. But the increasing interest and powerful influence of the owners significantly influence the news format. Brian McNair, in his book, ‘News and Journalism in UK’ has quoted an observer who said ‘BBC’s future is entirely in the hands of the government of today. There were many close shaves under the Tories..’ (2003, p59) and further states that ‘journalism focuses not on who owns the news media, but on how those media are positioned relative to the power elites within the societies’ (2003, p62). Indeed, the manipulation of information and filtering of news to influence public opinion has become common across all media channels (Blumler & Kavanagh, 1999). War against Iraq and Saddam Hussein under the false pretence of WMD is scintillating example of how the politicians manipulate information for their vested interests. In this case, the Iraq was a personal vendetta of President Bush and his last effort to remain in White House. Unfortunately for Blair, the Iraq war became the major issue for media who lapped up the controversies leading to his political downfall. Media and society Mantios (1998) says that the media, which is owned by a select few people, actually controls most of the national dailies, periodicals, TV stations and film studios. It therefore, reflects the ideologies and perceptions of the affluent class, to which it belongs and not of the masses for which it caters for. The interests of the minorities and the under-privileged have been sidelined to the extent that they have just been reduced to statistics that appears only occasionally. The socio political role of the poor and the minority has been marginalised so much so, that either they have become ‘faceless identities’ or undeserving social outcastes. But again, media sometimes becomes the major facilitating agent for change. McPherson case is an exemplary example of the media’s role in significantly impacting the political process and government actions to provide justice to the ethnic minority. Media became the most influential tool in the McPherson case and played a significant role in changing the perception of people, especially white towards the black minority (Cottle, 2005; Foster & Souhami, 2005). While initially the black youths were looked upon as thugs, uncivilized and uncouth, the media profiling of Stephen Lawrence, dramatically changed the outlook of the people. Stephen was portrayed as decent, hardworking and intelligent youth who had the same aspirations as that of any white youth. The public, irrespective of colour and race became sentimental and started identifying with the family of the murdered black youth. Technology and globalization have significantly influenced the basic agenda of media including newspaper and news channel. They have not only undergone major reshuffle to incorporate the changing socio-political profile of the society but they have also taken the controversial issues like gay marriage, emigration problem and politicising the issues to garner more revenue. Indeed, it cannot be denied that the vested interests of media moghuls across the globe have misused its power for their own vested interests. But it has also helped to narrow the socio-cultural and ideological differences amongst the communities. The public debates on the racial prejudices and the increasing exposure of the ethnic minority to the media in the form of anchors, artists, journalists etc. has greatly facilitated their inclusion and thereby made them significant vote bank for the politicians. Media and politics Through the ages, politics and politicians have used media shamelessly in their pursuit for power. Media reporting is increasingly focusing on politicians rather than political ideologies. Personalization of politics where the person becomes the intrinsic part of political hierarchy and manipulated information designed to win the trust of the public has become vital element of media strategy (Bek, 2004; Mezzoleni, 2008).The last few years have seen huge transformation in the role and objectives of media. The vulnerable public perceives the changing political process through the changing formats of the media. Tony Blair is an perfect example of a politician who understood and realized the importance of media, early in his political career and throughout his tenure as Prime Minister of UK, had judiciously manipulated it to his benefit. In all the three elections, Blair had used media a major platform to sway public opinion in his favour. The love-hate affair of media and Blair has been mutually satisfactory for both the parties, predominantly because of the inherent public interest in the youngest Prime Minister who was projected by the media as the Young dynamic face of the UK. It is true that Blair’s Government has certainly made its mark on the constitution… he has cut an impressive figure on the international stage (Jones, 2004, pp777). With the support of media, he had also successfully managed to move away from the traditional labour focus on universal welfare benefits, trade unions, high taxations etc. to a more tolerant and popular measures of low taxations, free market, decentralisation of powers etc. Indeed, the Press had been extraordinarily enthusiastic about Blair’s initiative towards the reforms regarding education policies through the parliament and his several initiatives about environment policy and sustainable development. Indeed, the media has been one of the strongest tools for the political parties to influence public opinion and they have unashamedly used it to gain unfair advantage over their political rivals. As Blair himself said that MPs sometimes prefer to ‘… give a press release first and a good Parliamentary speech second’ just show that media has become a potent tool to secure public sympathy and their confidence. Political parties and politicians have gauged the ever increasing power of the media and they have made and are still making efforts to manipulate it to their benefit. It is only when the media starts an independent campaign to promote public opinion that the affected people like politicians of all hue and colour, start panicking. Media and government The role of media is crucial for a democratic state to discharge its duty effectively. The role of media in government has been significant. The government, through its executive and legislative, has used media to promote its various schemes and government policies regarding various issues, among the masses. The public opinions, with respect to the government’s plans and policies, have helped to propagate public participation and generate wider interest in the fair working of the government and its departments. The dissemination of information and feedback through various channels of the media used, have been designed to inculcate a sense of political correctness and transparency in the working so that the public can confidently voice its assent and dissent which can be reflected by the press. As aptly observed by Telegraph (2007) that ‘given his record on liberties of the subject, we do find his argument deeply disturbing, founded on false premises and worthy of the strongest refutation’. How media influences The press, with its vast impact on the public, has the most important duty of reporting the government’s policies and plans to the public. The critical review of the government’s functioning, is often interpreted differently in the various channels, which on the one hand, provides the masses with diverse approach to the same programs, while at the same time, might give the government to condemn this analytical viewpoints as misrepresentation of the fair intentions of the government! It is imperative that the government must realize the independence of the fourth estate and the various viewpoints presented by the media, must be taken not as an effort to demoralize the government’s initiatives but as an opportunity for a critical appraisal of the programs for making positive improvement. Blair, in his speech also hints towards making special efforts to win the media approval on the general working of the government and positive interaction among the media and the politicians. He has made sure that most of his policies and political agenda have mass appeal. ‘Main feature of his Prime Ministership has been the deliberate linking of policy and presentation….not only reflected in the establishment of the Strategic Communications Unit but also in day-to-day operations’ (Seldon, 2001, pp35). He has therefore tried to popularise them before putting them on the floor of the house. Media and religious bigotry The news media has also been prominently used to propagate contentious issues and ideologies of the vested interests especially that of militants. Al-Jazeera, a Qatar based news channel, was started as an unbiased and independent newscast which would report the news as they see it and firmly asserted that the criticism can be a good thing (Al-Jazeera). The news channel gained instant popularity when it covered the conflict ridden Afghanistan and literally became the voice of Taliban, an extremist outfit who propagated Islamic fundamentalism. After 9/11, Al-Jazeera became shrouded in controversy when it became the mouthpiece of Osama Bin Ladin and Al Qaeda, who had accepted the responsibility for the 9/11 world catastrophe. Through the coverage of Osama and his various video tapes, containing inflammatory speeches and inciting muslims for the acts of terrorism in the guise of religion, it has earned the loyalty of the committed audience of the West who mostly comprise of Arab immigrants. It has successfully put Islam as the world map. Conclusion In the rapidly changing environment of globalization, the roles and responsibility of the journalists have become crucial. The huge implications of the misuse of the news media have frightening consequences for everybody, as is evident by the Al-Jazeera television. The recent trend in the news media towards sensationalism and growing unethical practices in presenting concocted tales as the ‘true stories’ have long term damaging effects on the cross border relationship of the nationals and corrode the inherent value system of the social norms. Such gutter journalism promotes violence and hatred amongst the communities. One can therefore conclude that the concern of Herman and Chomsky is legitimate and the issue needs to be addressed urgently if media is to perform its real duty of fostering brotherhood and universal values. Indeed, it is time for honest and ethical media reporting of politics and political process so that vested interests of fanatic groups and militant organizations are not able to misuse it for mass destruction. Reference Aljazeera. Retrieved from: Bakir, Vian. (2006). Policy Agenda Setting and Risk Communication: Greenpeace, Shell, and Issues of Trust. Harvard International Journal of Press/Politics 11(3): 67-88. 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