Ethics in print media and advertisement.

In this modern world serious minded People are aware of ethical standards. But the young generation as a whole pay less attention to ethical norms and standards. People engage in so many unlawful activities with one thought in mind that everything is fine as long as one is not caught. Faced with this ethical degradation one might even wonder will there be an ethical concerning any field of life at all.

Every field has certain rules and regulations and ethical standards to be followed. This is true of print media too. Let us see some of the ethical norms in print media. Before going further we shall see what ethics is.

  Ethics is the moral correctness of a particular conduct.  It can be defined as any moral principle that governs persons or group’s behaviors. According to oxford dictionary Ethics is moral principles that govern a person's or group's behavior, the moral correctness of specified conduct. Ethics is moral principles that govern a person’s behavior or the conducting of an activity. It is a branch of knowledge that deals with moral principles. (Offord Dictionary.com)

However there can be no universal ethical norms can be applied to print media, because certain ethical norms may be different in different place. A particular action can be within the limit of law but it need not be ethical. The emergence of new media has made the news gathering easy and immediate at varying speed. At times this news gathered goes unnoticed by the ethical norms. This is true of the Image, video footages etc.... This same media quicken the news across the world within a fraction of a second. (Global Journalism Ethics/ Journalism Ethics, 2011, July 1)

Press council the official body that deals with ethical norms and conduct says the following. It speaks of the correctness, fairness and pre- publication verification in reporting the news. It gives a warning against harmful and  untrue writings and freedom of the press to comment criticise on acts of the public officials. Press council of India has norm for right to privacy including image that should be avoided and how to give an image for publishing under certain situations, how to report legislative recordings and judicial act, corrections to be made in case of mistakes, right of the  readers to reply or write to the editor. Press council also has norms to be followed regarding vulgarity, obscenity, violence, communal disparity, sensationalism, confidence, professional rivalry and misconduct, plagiarism and lifting of news without proper permissions and illegal reproductions. It clearly states ethical norms regarding unsolicited materials, advertisement natural calamities, do’s and don’ts of reporting HIV/AIDS etc... (Norms of Journalistic Conduct, 2010,)

Today print media has become a major means of advertisement even at the advent of electronic media. Advertising is a persuasive form of communication. There certain ethical norms to be followed in advertising field. One of the major concerns of advertising is sex and sexuality. It is said that sex appeal makes any product sold. Sex appeal is very much part of advertising. It is subtle at times, and manipulative. Be it cosmetics or any other products sex appeal work for the promotions of the product.  This sex appeal to product is subjective and culturally and culturally bound. It often portrayed in fair attractive rich models men/women in order to attract and capture attention of the audience. Many models also project a visible nudity in varying degree. It is at times followed by verbal expression or seductive ways, music, sound effects and even smell.

Women are often portrayed as an object of comfort, pleasure childish and subservient o man. It passes the message to men that women are supposed to be subservient to men. (Gould, September 1994)

Advertising must be within the existing law of the country. It should not offend morality, decency and religious sentiments. Advertisement that brings disharmony, cast, color, creed, divisions should be avoided.  Anything that disrupt national harmony, disturb friendly international relationship and incite people to crime must be avoided.  Advertising for cigarettes, alcohol, money lenders, funds and saving schemes fortune tellers, Hypnotism etc must be avoided.  Any disparaging thing that misleads people is not accepted for advertising. Visual and verbal representation of actual and comparative prices must be accurate. (Advertising Ethics,)

There is no clear cut demarcation regarding true and false advertising unlawful and unethical means are not acceptable. Anything that misguides, misinforms or affects the consumer’s behavior is unethical. In advertising vulgarity, misleading information, controversial products, must be eliminated from advertising. (Prabhakar Bethapudi, 2011)

Advertising is important to make products availability known to the consumers. In the process of product differentiation, minor exaggerations are allowed.

Works Cited

(n.d.). Retrieved October 9, 2012, from Offord Dictionary.com: http://oxforddictionaries.com

Advertising Ethics, Social responsibility and Self Regulation. (n.d.). Advertising Ethics and Laws , 103.

Global Journalism Ethics/ Journalism Ethics. (2011, july 1). School of Journalism amd Mass Communication.

Gould, S. J. (September 1994). Sexuality and Ethics in Edvertising: A research Agenda and Policy. Journal of Advertising, volume XXIII, Number 3.

Norms of Journalistic Conduct, (2010,). Press Council of India. http://presscouncil.nic.in/NORMS-2010.pdf.

Prabhakar Bethapudi, N. T. (2011). Ethical Issues in Advertising - an Indian Perspective. IJRFM, Vol 1, Issue 8 .

Social media in personal and social life

From the beginning of humanities existence people migrated to places where there is accessibility of water and other basic necessities of life. But today people look for connectivity to internet and other media gadgets. Or else one feel isolated or cut off from the rest of the world. New media today has become popular in the recent years. It has become Basic necessity, so to say, aspect of human life especially of children and young adults. In fact internet is a medium especially of the new generation which can be called ‘e generation’. This e- generation seems to have all possible information on all things possible with the emergence of the social media. Let us see what this new media all about.

Internet and Social media are arenas where in the individuals and communities can participate in the common sharing of ideas, opinions and views and interact with one another in text, voice, images and videos. It is a best source entertainment. Social media/ social networking media is a generic term used to describe social interaction through a gamut of technology based tools many of which are internet based. They are various interactive tools for learning, exchange of ideas and views. Most commonly used social media network media are Facebook, Orkuit, Twitter, Blog, YouTube, etc... (The ethical Challenges of Social Media, December,2011)

Children and young adults use internet and other social media extensively. Around 80% of the youth population has internet access and they spend considerably good amount of time on internet. Internet is introduced to the children at very you age itself. In fact children and young adults are the first one to learn such sophisticated technology. (Ramdhone, 2012)

New media has undoubtedly contributed and contribute to the social life of people especially of youth and children who are engaged in interacting with one another. The most spoken benefit of the new media is that it has immediate benefit.

It is a human tendency and inclination to subdue and conquer space and time. They try to capture as many boundaries as possible. They wish to be present faraway places and to be part of the community of their own. New media makes this possible as they can instantly communicate with people faraway and join in the virtual community online. In the recent times due to work pressure and better living conditions people migrate from one place to another at times even fragmenting the family. But the technology has made it possible for people gather virtually reducing even space and time. (Philip Brey, 1997)

 Technology is playing a major role in conveying information and sending out messages. Social media amplifies and reflects real life. It created an online identity. Children and  youth more than anyone else learn a great deal about life online.

As social media and various sites continue to grow in popularity, technology plays a vital role in today’s student success stories. More than from family, parents and friends they learn a great deal from their social networking sites and online surfing. Social media has positive influence on students retaining capacity in studying. College student spends a lot of time in social media be it YouTube, Facebook, Twitter, MySpace, LinkedIn or any other. (Effects of Social Media on College Students, 2011)

Often creativity is seen as talent or as a characteristic of eminent people. A distinctive person and good leader is associated with talents and innovative spirit. At the same time, a number of studies recognize that creativity can be enhanced and cultivated. Today internet is such a forum wherein individuals learn every possible thing from internet and other social media net works.

Today internet social networking has emerged as medium of teaching. As students a have access to a lot of social networking sites they are at times better informed than the teachers.  In order to keep up to date with the teaching they familiarise themselves with social net working sites for better information. (The World of Social Networking, March 2012)

Internet and social media have endless possibility of teaching and self study on all topics. They are best means of study and clearing doubt. It can be of great source for maintaining friendship. However a careful watch over one self is of utmost necessity as one can misuse these means avoiding even social relationship as one has the tendency to be a techno savvy.

Work cited

Effects of Social Media on College Students, (2011), Johnson & Wales University .

Philip Brey, U. o. (1997), New Media and the quality of Life.

Ramdhone, K. S. (2012), Psychological Impact of Iinternet Usage on Uhildren/ Adoleescents, Child Psychologist Ministry of Gender Equality, Child development and Family welfare.

The Ethical Challenges of Social Media, (December,2011). Business briefing, Issue 22.

The World of Social Networking. (March 2012). Retrieved February 4th, 2013, from The World of Social Networking: http://www.scribd.com/doc/83808428/The-World-of-Social-Networking

The World of Social Networking. (March 2012). Retrieved February 4th, 2013, from The World of Social Networking: http://www.scribd.com/doc/83808428/The-World-of-Social-Networking

Visual Media and Violence Against Women

The twentieth century is characterised by remarkable changes in our social environment and social communication. It is an era of communication.  It witnessed the emergence and overload of mass media. Mass Media, which has positive and negative aspects, to an extent is responsible for the culture of violence specially violence against women. Recent studies indicate an alarming increase in social violence specially violence against women with the increase in filmed violence. Violence in Media has made a mockery of age old traditional principles and values. To an extent the image of women is tarnished by the visual media.

In this given situation visual media, radio, television, films, videos, internet and even new media have occupied a central place and plays vital role in human life. Scenes of violence against women are on the increasing side in television and in other media. One often reads, hears or even witness killing, murder, shootings, bombings or actually become victims of such actions and events. Visual Media undoubtedly contribute for violence against women.

What is violence?

Before proceeding further, it is important to define the term clearly. According to Oxford Dictionary violence is “behaviour involving physical force intended to hurt, damage, or kill someone or something”. (http://oxforddictionaries.com)

Portryal of women in the visual media

Women are invariably given a raw deal in media. It project women as an object of entertainment, a commodity a piece of decoration and a symbol of sex. Colorful costumes, seductive facial and body languages are all suggestive of the fact that women are for entertainment. Advertisements use them at any length to sell any product. The women and girls are stereotyped as less competent human beings, meant for exploitation by men, objects of sexual pleasure, to serve man as wives, servants and slaves. The vast range of studies conducted on media with reference to the manner in which they present women, researchers have found media guilty of following aspects.  Women, in spite of their many achievements, are absent from important news in T.V and press. Image of women as professionals, labourers, farmers, teachers are seldom portrayed. If portrayed, it is always in a deteriorating manner. Women's imagery as sexual objects are projected adding feminine nudity or scantily clad women to any brand that is advertised. Products consumed mostly by men alcohol, tobacco, cigarettes, briefs cigarettes, shaving cream, and Cola drinks, washing powder, perfumes cosmetics etc... seem to soar in sale if added flavour of a women's body in an erotic attraction accompany them. This is true in television, print and in internet advertising. All these contribute to violence against women in one form or the other. (Shepherds for an Informaation Age, 2000)

Most often serials depict women and young female adults as involved in plotting and premarital, extra-marital illicit affairs. In the consumerist society she is portrayed as wearing costly, heavy golden and diamond jewellery. Often she is seen as a fundamentalist perpetuating her religious vigour and enthusiasm.  Media serials and films in particular project women engaging in mega parties, living in palatial houses, moving about in luxury cars, elegant make ups, closely involved in individual matters. Television channels in pursuit of fresh faces employ pretty, fair looking and young girl who at times do not have in depth knowledge or presentation skills. (Sharma, 2005)

Visual Media and ViolenceDoes visual media foster violence is a frequently asked question and a topic for heated debate among the researchers. Shearon A. Lowery, Melwin  L De Fleur in their book  “ Milestones in mass Communication Research: media research effects, in section on television and behaviour states that “there is positive relationship between televised relationship and agression”. (Shearon A. Lowery, 1983)

Studies reveal that teenagers are influenced and affected by what they see in television and in other visual media. They are influenced by pornographic sites, films and other violent sites and to indulge in rapes and other violent activities. Rapes of older women, minors and kidnapping have become common. Just as art imitate life visual media reflect what takes place in the society. A person who is engaged in crime and other forms of violence not necessarily be influenced by films or other. A criminal is not necessarily inspired by filmed violence because male dominance and female subservient nature exist in India for generations. So too wife beating and domestic violence are not isolated cases in India. The visual media, be it television or cinema or any other form of media, is a very powerful vehicle for exchanging ideas and images. It creates a realm of reality which seems very real and the audience are unable to differentiate between the constructed, reality that is, the difference between reel and the real. (Das, 2012)

Direct effect of violence scenes against women in visual media

Research suggests that violent video games and movies may make people numb to pain and suffering of others. Further research shows that violent media also affect someone’s willingness to offer help to an injured and afflicted person. These studies clearly show that violent media exposure can reduce willingness to help others who are victims of violence. (Nuert, 2009) 
   Heavy media, viewers to violence are less helpful to others in need because they are ‘comfortably numb’ to the pain and suffering of others. To borrow the title of a Pink Floyd song,” he said. People who had played a violent game slow to help the victim than those who played nonviolent games. They are also less likely to notice and report the fight. And even if they reported it, they lessen the seriousness than did those who had played a nonviolent game. (Nauert, 2009)

Repeated portrayal and viewing of violent films makes the audience insensitive to the real happenings of violence.  In other words viewers become more desensitized with repeated exposure to mediated aggression and sexual imageries. They look for newer forms of violence for entertainment. This media desensitization may have impact on real life and lead to harmful societal consequences and in real time violence.

Gender stereotyping is an age old phenomenon or an evil so to speak, in the society. Visual media foster and perpetuate traditional gender bias because it reflects the society and its predominant culture. In reflecting these values, television also reinforces them to present them as natural, spontaneous and as accepted norms. This stereo types emerging from male domination lead the producers to produce media content fitting to the societal norms and practices. This then forms a vicious circle of production favouring to the male dominated culture, in traditional male perspective, perpetuating dominant gender. All these make the audience to conclude that stereotyping and related issues, unjust and unfair deal against women as accepted norms. (Anand)

Conclusion

It is an undoubted factor that media especially visual media produce so much violent content. Often visual media has content depicting violence against women in one form or the other. Studies and researches have been conducted on visual media’s contribution to violence against women. However does it have ‘direct effect’ on the audience is not sufficiently studied upon especially with the coming of new media and other social networking media. Though materials are available on new media and it’s violent content in many forms, proper researches are inadequate make this point credible and substantial.

Works Cited

Anand, M. (n.d.), Women in Television: Depictions and Distortions. Women's Studies and Development Centre, Academic Research Centre, University of Delhi pp 1-5.

Das, R. (2012). Representaion of Violence Against women in Indain Print Media: A Comparitive Analysis. Global Media Journal- Indain Edition,Summer Issue, Vol. 3 , pp 2-3

Das, R. (2012). Representation of Violence Against Women in Indian Print Media: A Comparitive Analysis. Global Media Journal- Indian Edition, Summer Issue, Vol 3, pp 3-5

http://oxforddictionaries.com. (n.d.).

Nauert, R. (2009), Video Violence May Have Numbing Effect. University of Michigan , 20.

Nuert, R. (2009), Video Violence May Have Numbing Effect. University Michigan , 20.

Sharma, S. K. (2005t), Depiction of women inIndian Media: a Case of introspection for Media Planners. India Journal of Political Science, Department of political Science, Charansingh University, Meerut, UP , 32-36.

Shearon A. Lowery, M. L. (1983), Milestones in mass Communication Research: media research effects,Television and behaviour: Part 1 . London: Logman, Newyork pp 356.

Shearon A. Lowery, M. L. (1983), Milestones in mass Communication Research: media research effects,Television and behaviour: Part 1. New York, London: Logman, New York London pp 358- 359.

Shepherds for an Informaation Age. (2000), Bombay: Tej- Prasarni, Don Bosco Communications, PP 140-148

Media Violence and aggressive behaviour in real life

 Introduction: 

    We are at the dawn of new era of communication. The twentieth century is characterised by remarkable changes in our social environment and social communication. It witnessed the emergence and overload of mass media. Mass Media, to an extent, is responsible for the culture of violence. Recent studies indicate an alarming increase in social violence with the increase in filmed violence. Violence in Media has made a mockery of age old traditional principles and values.

In this given situation, radio, television, films, videos, video games, internet and even new have occupied a central place and plays vital role place in human life. Scenes on violence are on the increasing side in television scenario and in other media. One often reads or hears about killing, murder, shootings, bombings or actually become victims of such actions and events.

Over exposure to violence of all sorts can first of all make viewers insensitive to violence in real life. Further, they prefer more and more diverse varieties of violence, and we develop a philosophy of might is right. We might in the process grow to be violent, and impatient in our lives. We may even legitimize violence in real life.

Definition of  violence?

    Before proceeding, it is important to define the term clearly. According to Oxford Dictionary violence is “behaviour involving physical force intended to hurt, damage, or kill someone or something”. (http://oxforddictionaries.com)

The definition adapted also will define the outcome off the study as it defines the extent of the theme. Most of the researches made on media effects focus on media violence.

Violence can be put into the following categories such as spreading rumours, aggressive behaviours like physical aggression which varies in intensity in the give time, physical assaults and fighting leading to major physical injury (L. Rowell Huesman and Laramie D. Taylor, 2006) 

Impact of media violence on the audience
    In recent times, television has become the greatest attention grabbing device because it has become the most widely used medium, especially among children and young adults for time pass entertainment and information. Media often portrays violence. One of the concerns in the debate and discussion about media violence has been whether or not it leads to aggressive behaviour among viewers. Most research on the impact of media violence on violent and aggressive behaviour has focused on violence in television and films.     Researches show the fact that there is difference in attitudes heavy and light viewers of film violence. These results suggest that those who watch violent movies, as opposed to those who watch non-violent movies. It stabilises the assumptions that those who watch violent movies tend to use aggression as a way to solving problems. (Dominic JR, 2001) This comes from the reality that violence is a pleasurable thing to watch hence it must be pleasurable to do (D’Abreo, 1994). It is an undoubted factor that violence in media poses a threat to public health. Be it emotional, mental or physical, it affects the general health of the society as a whole.  
Impact of media on children
 The researchers found out that the children who have poor relationship with family members peer group, and social relationships are tend to spend more time in television viewing. While watching television they forget the real life problems and apparently tension is reduced. At this juncture parents or elders need to keep a watch on the children on their television viewing so as to see what they watch. The children who come to television and have poor social relationships come to television with aggression and remember the violent content in the television. (Shearon A. Lowery M. L., 1983)  As vulnerable as they are they taken in all that comes to them.

Obviously the media helps children to be better informed in much fields of life. The heavy viewing children tended to be turned off emotionally when it comes to violence. The children who are not over exposed to Television are able to give a better emotional response, to feel for and empathize with the person who is suffering the violence. (Huesmann LR, 1984).  Media seem to say that vengeance through violence is the one and only solution to the problems. Repeated exposure to violence can make children not only accepting of real life violence, but more violent themselves. Television creates an impression that violence is rather routine-fare and the viewing public becomes indifferent to all kinds of sensational crimes of violence. (Peter, 2001.)

Effect of watching violence on children

Media, to an extent, is responsible for the culture of violence. It is said that, three 'S' (sex, stunt and song) make media-products sold. Recent studies indicate an alarming increase in social violence with the increase in filmed violence. Violence, sex, horror, thrills, are ways to mesmerize the masses and hold their attention. Screen violence has made a mockery of principles and values. The excessive presentation of violence has a numbing effect on the audience that script writers are pressurised into depicting more innovating gruesome scenes of revenge and retribution. (Jacob Srampickal, 1977)
Do Violence in media lead to violent behaviour in real life?
     Research suggests that violent video games and movies may make people numb to the pain and suffering of others. Further research shows that violent media also affect someone’s willingness to offer help to an injured and afflicted person. These studies clearly show that violent media exposure can reduce willingness to help others who are victims of violence. (Nuert, 2009) 
   Heavy media, viewers to violence are less helpful to others in need because they are ‘comfortably numb’ to the pain and suffering of others. To borrow the title of a Pink Floyd song,” he said. People who had played a violent game slow to help the victim than those who played nonviolent games. They are also less likely to notice and report the fight. And even if they reported it, they lessen the seriousness than did those who had played a nonviolent game. (Nauert, 2009)

Direct effect of media violence and health issues.Television and film violence contribute to increase in aggression and violence in audience. Even television news violence contributes to increased violence, mainly in the form of suicides and acts of open rivalry and leading to aggression.
       The intensity between media violence and violence in real life violence will depend on the social influences of the individual exposed to that content. But still the size of the effect is great and that it affects public health. (L. Rowell Huesmann, 2006)

     Conclusion:

     Majority of researches show that violence in media causes violence in real life especially in children.  While this is being true there are also views that the effect of violence in real life is negligible. However none of the researchers denied the fact that over exposure to violence leads aggressive behaviour, in a greater or a lesser degree in the viewers especially in children who are vulnerable.

Works Cited/ Bibliography

(n.d.). Retrieved from http://oxforddictionaries.com.

Clark D. G. (1972). Trends in Violent Content in Selected Mass Media. In Television and Social Behaviour , 250-253.

Huesman L.R  (2006, April). The Role of Media Violence in Violent behaviour. Annual Review of Public Health, pp. 393 - 415.

D’Abreo, D. A. (1994). The Mass Media and you, Bandra, Mumbai, 400050: Better Yourself Books. p 88

Dominic JR, G. B, (2001), Attitudes Toward Violence:  The Interaction of Television Exposure, Family Attitudes, and Social Class.

Peter Gonsalves, (2001, September), The Techno-Media Age: The Promise Threat, the Challenge. Vidyajyoti, pp. 657-666.

Huesmann LR, L. K. (1984), Intervening Variables in the TV Violence-Aggression Relation. Dev. Psychol., 746-775.

Jacob Srampickal, Jude Bothello, (1977), Media Education in India. New Delhi: NISCORT pg 61.

L.DeFleur, S. A. (1983), Milestones in mass Communication Research: media research effects, "Violence and the Media",  New York: Logman Inc, London 266-269.L. Rowell Huesman and Laramie D. Taylor. (2006). The Role of Media Violence in Violent Behaviour. Annual Review Public Health, 395.

Nauert, R. (2009), Video Violence May Have Numbing Effect, University of Michigan, 20.

Nuert, R. (2009). Video Violence May Have Numbing Effect. University Michigan , 20.

Semiu Musa Bello, S. A. (2012), Western Films and Teenager in Nigerian Society, Continnental J. Arts and Humanities, pp 18.

Shearon A. Lowery, M. L. (1983). Milestones in Mass Communication Research: Media Research Effects "The Payne Fund studies". New York, Logman Inc, London, pp 36- 37

Shearon A. Lowery, M. L. (1983). Milestones in mass Communication Research: media research effects "Violence and the media", New York, Logman Inc, London, PP 266-269

Shearon A. Lowery, M. L. (1983). Milestones in Mass Communication Research: Media Research Effects,"Television in the Lives of Our Children", New York, Logman Inc, London, pp 254-262.

Shearon A. Lowery, M. L. (1983). Milestones in mass Communication Research: media research effects "Violence and the media", New York, Logman Inc, London, PP 282-283