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| Wednesday, 10 November 2004 |
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The role of media in the present culture by Subashini Pathmanathan Earlier there were a few government controlled broadcasting stations and television stations dominating the media scene. These government controlled television stations and broadcasting stations gained wide popularity. These stations not only gained popularity among the local population but also in the neighbouring countries. All these broadcasting stations were well managed by efficient staff. And these stations always maintained high standards in promoting culture and cultural heritage. The programs promoted the human values by imparting general knowledge, religious knowledge, worldwide information as well as entertainment. With the passage of time various new commercialised private stations emerged. Despite the emergence of the new stations, the earlier stations still maintain their popularity. More importance was given to religious values, social values, human values and beside these high standard of entertainment programmes were broadcast and televised in the stations. The announcers and producers who worked in those stations with full dedications for the promotion and benefit of those stations. Because of their total dedication and contribution of their services, their services were recognised. Tactics Now numerous private stations have emerged in broadcasting and telecasting field. Some private and commercialised stations try to attract the public within a short span by using all sorts of tactics to influence all sections of society. The aim of these stations is not only to attract the masses but also to multiply their income through all sort of open air commercial westernised light music shows and commercial advertisements. The announcers and the producers working for these private stations never bother to maintain the basic standards of quality. For instance before they broadcast a song they give introductions about the song and interview the concerned guest for selecting such song and discuss about even their personal matters with the guest over the telephone or directly. Sometimes their discussion goes beyond acceptable levels and brings disrepute to the stations. Instead of cultivating the traditional cultural heritage of society these stations bring down the standard of the nation's culture. Certain private televisions lower the standard by conducting cultural competitions. In music and dance competitions far from promoting the art, tend to degrade the art. In such competitions a fair judgement cannot be expected. Sometimes real talents would be neglected. Students are asked various questions by the so-called judges. Sometimes questions are not suitable for the student level. Sometimes students are purposely asked questions calculated to confuse them. The judges seek publicity for themselves but succeed only in exposing their ignorance. Such competitions lead to corrupt practices and favouritism. Creativity In this competition it is claimed that opportunity is given for the student to show the creativity of their own talents. In the name of the creativity dances, they use the classical Bharatha Natya dance costumes, to do their own weird dances such as by portraying the use of mobile phones in society, commuters travelling in the buses, the plight of the locals who marry the foreigners and various day-to-day activities are portrayed in the name of creative dance forms. These performers are not performing the dance in the real sense by selecting the social themes and dramatically acting by wearing the same sacred classical dance costumes. Those who strictly adhere to traditional dances are labelled as old Bharatha Natyam teachers. This only exposes the shallow knowledge of so-called modern Bharatha Natyam teachers. These stations must provide opportunity for the young artists and more matured artists to display their skills and talents fully by organising such cultural programmes. Whether it is an electronic media or print media, the media must act with responsibility to preserve and protect the traditional age-old culture and tradition, instead of promoting low programmes to attract more viewers. **** Back **** |
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