Understanding Media Representation of Violence in Assam
3.2. Theoretical Understanding
3.2.2 Content Selection Criteria/Rule Book
According to Senior Copy Editor of a vernacular language press of Assam:
Deploying sensationalism has become the easy and widely employed approach in media to attract readers/viewers and retaining them. Sensationalism prevails in many ways in today’s media; right from selection of subject matter, triviality over-hyped treatment, misrepresentations and exaggerations of details, and so on. We do realise being part of the media industry that most of the news making headlines and breaking slots in newspapers and televisions respectively have very less news worthiness.
Authenticity: 3% respondents (Figure 3.1) pointed at authenticity of the information given through a particular programme or media as the chief feature which attracts and holds on to media consumers. Information in its purest forms without distortions and twisting of facts is found by few respondents to sustain readership/ viewership in the long run.
According to Senior Assistant Editor of a national newspaper’s Guwahati edition:
The best strategy to attract readers and retain them is to deliver the news in its purest form.
Authenticity and faith goes a long way in media and readers retention. Sensationalism is temporary winner in the industry. Audiences are intelligent these days and they know to distinguish between fake and real. Unnecessary overloading of information is not the key to success, Authenticity is. However the presentation matters a lot too.
Figure 3.2: Responses on Existence of Content Selection Criteria and its Chief Features
A majority of 83% of respondents (Figure 3.2) agreed to the existence of some kind of a rule book but not in a definite form. They emphasised upon certain unsaid rules that are followed regarding content selection by individuals and organisations, whereas remaining 17% respondents (Figure 3.2) were apparently unaware of any such convention specifically laid down by authorities and thus followed. Only 13%
respondents (Figure 3.2) agree to the existence of a media content selection rule book though not in a definite form. Whereas 17% did not respond distinctively upon having a rule book in any format, believed no content selection criteria exists and in the absence of a proper rule book media makers are free to decide for themselves, select and represent according to their wishes; the remaining 70% (a total of 78 of 112 respondents) have pointed at various specific points which illustrate the features one tries to figure out in a piece of information to make it into a media product believing that it would attract media consumers, satisfy their wants and needs form the particular media product, and as a result deliver the desired consequence of selling a media product and making profits out of it in this highly commercialised media industry.
Rule book: 13% respondents (Figure 3.2) were of the opinion that a media rule book, though not in a definitive form, exists for deciding upon media content. Respondents who believe that certain internal guidelines regarding content selection which varies from organisation to organization do exist also said that these are crucial for media
15 17
7 32
8 5 6
2 1
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No. of Respondents
Content Selection Criteria/Rule book - Responses
Responses
functioning as depending on these only information is presented to the masses for consumption.
Reflecting the above was the response by News-coordinator of a regional television news channel:
There is always a rule book, though it doesn’t need to be in a definite form. The main features in every news item should be to deliver the information as it happens and not to comment or judge on it. Let the reader/viewer decide and take their call.
According to CEO & Content Editor of a television news channel based in Guwahati:
There is no distinctive rule book for content selection or its reproduction and broadcast but definitely we have editorial policy under which we have set our priorities and what will be our basis of content selection and its broadcast.
Certain editorial policies though are known to set the priorities regarding content and presentation, respondents opined that because of the indecisive nature of the informative guidelines and criteria, the knowledge and implementation also varies among the media practitioners.
According to Assam correspondent of a national television news channel:
Media ethics are ofcourse there but how much of it is followed depends on individuals and media organizations. Most of the so called rules which were supposed to be abided by are nowadays forgotten.
According to Assam correspondent of a national newspaper with Guwahati edition:
There are no rule books for media content. While we stay away from showing gory pictures, faces of victims (based on the situation), we generally deviate from set norms when there’s a major development something that changes the course of news on a totally different basis.
Probably the chief features of the selection criteria were pointed out by two respondents to the best in their brief response. According to the freelance journalist the chief features of the non-distinctive rule book regarding content selection are as follows:
• Media has to check and cross check data before bringing it to the public
• Media has to act responsibly and not malign names of Government/ or anybody only for the sake of more TRPs and circulation figures.
• Media should give more news and lesser views.
• Media should not be judgmental
• Media reporting should not be partial towards a particular party and biased towards others
• Media should restrain from yellow journalism.
• Media should not be a part of the crab mentality.
• Should take oath before starting their career like doctor’s Hippocratic Oath
According to a Senior News Producer from a regional television channel:
We don’t have a rule-book. But we have certain specific guidelines which include practicing free and fair journalism, ethical practice, avoiding the unprofessional practices of yellow &
cheque-book journalism and sensationalism, avoiding coverage or events which are distasteful and unhealthy for public viewing and against peaceful living & tolerance.”
Of the respondents who opined about the chief features of the guidelines that dictate the message selection for mass communication through media include employing ethical practices 29% (32 respondents), appropriate content selection for communication 15% (17 respondents), authentic content 6% (7 respondents), non- sensationalism 7% (8 respondents) easy acceptability 6% (5 respondents), drastic events 5% (6 respondents), distribution 2% (2 respondents) and competition content 1% (1 respondent).
Ethical practice: This was pointed out by 29% respondents (Figure 3.2) to be the chief feature of media communication. Ethical practice in journalism was unanimously identified as a key feature which needs to be employed in producing any media content, but different respondents had a different highlight of what is considered ethical. Practicing free and fair journalism is said to be the most important factor by respondents which means avoiding yellow and cheque-book journalism.
Being non-judgemental in reporting was seen as another important aspect of the selection criteria of media content in ethically practicing journalism. This includes presenting the information to the audience but not commenting on it, especially on sensitive issues, which might be seen as disrupting normalcy. Communal issues, religious issues etc. are to be handled carefully while representing in media.
Employing ethical practice in journalism includes avoid anything that may be considered potential enough to disrupt social balance, peaceful living or is against national interest. Vulgarity and obscenity check is essential in creating a media product and releasing it for the masses. Some responses which reflect the above views are given below:
According to Managing Editor of a regional news channel:
Messages communicated through media, is selected on the basis that it does not disrupt peaceful living or disrupt the social balance and does not portray anything against national interest. Rest all the audience and government can handle seeing on television.
News Producer of Regional News Unit, Doordarshan Northeast stated:
We are not biased. We do not exaggerate reports like private media houses. As we are the national broadcaster of the nation and not a profit driven organisation, we do not require to unnecessarily draw attention of viewers with flared up information or respond to dictates of the advertisers. For us authenticity, non- sensationalisation and rationality works. Our motto is to educate inform and entertain in the way culture accepts it.
According to respondents another sensitive issue regarding content selection in media is dealing with violence and victims. Anonymity of victims and perpetrators of violence at times may result in limiting and preventing a lot of further conflicts.
According to Sub-editor of regional English language newspaper:
Yes, we avoid mentioning names of victims of rape cases, or cases where exposure would in some way affect the victim or victim’s family, anything against our national interest that threatens to disrupt the social balance. Gory pictures and over sensationalizing of any particular news item is kept away. At least, we in print media strictly avoid projecting direct images of violence and distasteful descriptions.
Non-sensationalism: 7% respondents (Figure 3.2) emphasised on avoiding over- sensationalising of stories as an essential rule to be followed unconditionally by media houses in deciding upon content and representation. Out of the eight respondents five cited that direct sensationalised depiction of violence is distasteful media practice and unhealthy for public viewing. Noteworthy is the fact that all respondents who expressed views against depiction of violence and sensationalising information pointed that the print media though was in a way able to maintain the decree to some extent; electronic media was beyond control, regulation and repair.
Reflecting the above views, Resident Editor of a national newspaper, published from Guwahati for the entire Northeast said:
Especially for print media the selection and omission of pictorial depiction of sensational, disturbing images is taken care of. But television does not follow any rule, everything is broadcasted irrespective of the impact it may have on the society and people.
Drastic events: 5% respondents (Figure 3.2) reflected upon on major incidents and certain burning issues from the region which are always given priority in news.
According to respondents’ extensive coverage, time and space is provided to information belonging to this category of media content, irrespective of these depictions posing threat to the society or contradicting with the editorial policies or widely accepted representation rules by media. Extremity of an event, in its exposure and impact brings it under media scanner and thus gets transformed in media content.
According to Senior Copy Editor of an English language newspaper of the region with national circulation opined that:
The thrust is usually on illegal migration from Bangladesh and ofcourse terrorism afflicting the region, as these are considered to be the major issues troubling the entire region as well as the nation. Environmental issues in Northeast also gain media attention especially when conflicts or agitations are fuelled or it poses threat to life.
Easy acceptance: 4% of respondents (Figure 3.2) pointed out that information expected to be easily acceptable to a larger section of audience is considered appropriate media content. In this the target audience plays a very significant role is deciding what the media content should be and how it should be portrayed to draw maximum attention, viewership or readership.
According to Senior Correspondent and News Editor of a Regional News channel (also reporting for a national news channel):
Most of the programs and the content are based on surveys of specific areas and market research. The survey results determine the target audience and also what the target group wants from the media. According we plan and design our content for easy acceptance. Usually we provide what they want from us, the way they want it.
Distribution: Distribution was mentioned by 2% of respondents (Figure 3.2) as important for content selection and development. According to them space and time allocation of a content has a lot of impact on its acceptance. Thus directing the right message to the right people, at the right time in the right environment is what the media planners target for proper distribution of time and space in media.
Competition content: Though only 1% respondents blatantly stated competition content is a decisive factor for determining content, almost all respondents echoed similar views when confronted on the issue. The main subject matter of the programme (news) is often a picked-up one for most media houses, especially regarding violence. Initially a single media outlet breaks the news and the rest simply
follow the topic, replicating and adding on details. But again most of the respondents pointed at variation in treatment of the same story by various media houses.
Regarding rule book of media an interesting point that emerged was that The Associated Press Stylebook (AP stylebook) is universally considered as a standard for the newspaper industry and has also been started to be used by magazines and broadcasters extensively in representation. But surprisingly no print media respondents interviewed mention about it. This confirms not only the lack of specific knowledge but also points at the unawareness of the media practitioners of the region regarding any kind of conventional practices followed by the greater media fraternity.
Only one respondent from the television media, who believed that no rule book for content selection was followed by his respective media house mentioned about it as:
Though most of the media organisation follow AP style book, but in our channel there is no style book or rule-book that is followed.