NCERT Solutions for Class 7 Social Science Civics Chapter 6 Understanding Media

Television has connected us to a larger global world. Television images travel huge distances through satellites and cables. This allows us to view news and entertainment channels from other parts of the world. Most of the cartoons that we see on television are mostly from Japan or the United States. We can now be sitting in Chennai or Jammu and can see images of a storm that has hit the coast of Florida in the United States. Television has brought the world closer to us.

Mass media is constantly thinking of ways to make money. One way in which the mass media earns money is by advertising different things like cars, chocolates, clothes, mobile phones, etc. While watching a cricket match on TV, the same advertisements are shown repeatedly between each over and so you are often watching the same image over and over again.

In a democracy, the media plays a very important role in providing news and discussing events taking place in the country and the world. It is on the basis of this information that citizens can, for example, learn how government works. And often, if they wish to, they can take action on the basis of these news stories. Some of the ways in which they can do this is by writing letters to the concerned minister, organising a public protest, starting a signature campaign, asking the government to rethink its programme, etc.

When the government prevents either a news item, or scenes from a movie, or the lyrics of a song from being shared with the larger public, this is referred to as censorship. There have been periods in Indian history when the government censored the media. The worst of these was the Emergency between 1975-1977.

“Corporate Controlled Media” can be a suitable title. The diagram gives us two interesting aspects: Business houses to promote their products, put advertisements in various media like newspapers, TV, radio etc. These advertisements influence the readers or viewers to buy products. Thus money invested by the big houses in advertisements comes back to them by sale of their products. It also indicates products advertisements increase the cost of the product also. Big corporates own TV channels, magazines and other non-media industries. They advertise their products through various media and influence people to buy their products. Since the business giants own the media houses, there are high chances of unfair reporting about their products.

It is evident media has immense influence on the people by focusing on few issues. This can have adverse or negative effect on our democracy. If media focus on one side of the issue, it can influence our thoughts and actions. It should not judge itself and influence our decisions. Rather it should provide a balanced report and leave it to audience to decide. Examples: On a positive note, media highlighted about social crimes done under the name of “honor killing” by “caste panchayats” or narrow-minded families and communities. India is the second most agriculture led country after USA. On a negative side, media (especially private channels) hardly broadcast programs on agriculture to educate farmers. Rather these channels air “Saas Bahu serials” 24 hours a day. Even news channels have dedicated shows to cover “Page 3 masala” but they hardly run any show on technical education.