IIPA ORGANIZES PANEL DISCUSSION ON MEDIA AND ELECTORAL VERDICT

It was the political strategy and not undue media hype that paid dividends during the recent Lok Sabha elections, concluded a panel of academicians and media persons in a discussion held by the J&K Regional Branch of Indian Institute of Public Administration (IIPA) on “Media and Electoral Verdict”.However, there was a consensus on need for a closer look at the “paid news” and influence of poll-predictions and huge investment in the media by politicians and political parties on the outcome of any elections.

The panelists included Sh. Zafar Choudhary, Senior Journalist and Policy Analyst, Sh. Pradeep Duttta, Bureau Chief, Times Now, Prof Nirlape Kour, Govt. MAM College with Prof. Rekha Choudhary, ICSSR National fellow as the chairperson. The discussion was attended by prominent citizens of Jammu, members of Consumer Welfare Association, members of IIPA and scholars from University of Jammu.

Dr. Ashok Bhan, Chairman, IIPA (J&K) in his introductory remarks argued that media in India as the fourth pillar of democracy enjoys a credibility nextonly to Judiciary. Therefore the media having been placed at a high pedestal by the citizens must reciprocate this trust by objective reporting of news and views particularly during the important democratic exercise of elections.

Prof. Rekha Choudhary in her remarks said the 2014 Lok Sabha elections were centered around personalities and not on issues. Reflecting her concern for the emerging relationship between media, politics and corporate sector, she said today’s news reporting is more focused on entertainment / sensational value rather than focusing on content.

Prof. Nirlape Kour in her presentation highlighted the linkage between media and democracy. She said that the media played a critical role in the recent elections by creating voter awareness, shaping public opinion, acting as a watchdog and helping voters to make informed political choices. She said that social media played a critical role in shaping the electoral verdict in the recent Lok Sabha elections.

Sh. Pradeep Dutta while contrasting the recent Lok Sabha elections with the US Presidential elections highlighted the role of PR agencies in shaping the electoral verdict. He said that youth played a decisive role in the 2014 Lok Sabha elections. He said media is just like a mirror and mirror shows it all and therefore it reflects the society.

Sh. Zafar Choudhary while highlighting the issues in J&K said that it is the political strategy that influences the newsroom decision making process. He said that our society in J&K is yet to evolve to effectively use the new forms social media as the culture of civility in political communication is missing

Dr. Anil Gupta, Joint Secretary, IIPA (J&K) conducted the proceedings of the function.