The media have come to stay as an integral part of a variety of social institutions. Nothing is left untouched. Individual lives, families, schools, hospitals, workplaces, political and military systems, even religions, and their real and virtual assemblies, all have got its glare, and more so, are more than willing to face the glare. The age old cliché! - ‘Publicity is not good or bad, it is just publicity’ so publicity is replaceable with propaganda now. Is it safe to say so? I think so.
Media shape the ways; ways of news gathering and transmission, advertising, political processes and campaigns, wars, diplomacy, education, entertainment, and socialization. The pervasive effect of media can be seen in every walk of life. But media is not the only gatekeeper. Indeed, we are living in a set-up with layers of gatekeepers, tightly gripping the information dissemination process. Media is not the lone player in this blame game now.
Priming is more rampant than ever. Agenda setting is more in vogue than ever. The partnership is getting more and more reciprocating. Several ‘Truman Shows’ of different colours but almost similar hues are the most talked about buzz words. But where is the debate?
The air waves come at a price. The aerial pipeline has to be filled with the stuff that could convert this modicum into a sustainable medium. Survival instinct pushes us to fight alone first, then seeking partners who can be a party and here air waves create the duet of priming and agenda setting. Soon the duet attracts the chorus. Soon the chorus attracts the audience. Priorities are skewed, priorities are revisited. Sometimes they make, other times they break.
