Changing role of the media

High ceilings, glass staircases, fancy decorative lights and embossed “T’s” hanging from the ceiling.

You could be misled into thinking I’m describing the reception of a five star hotel but this what the Daily Telegraph office looks like.

A far cry from the early newspaper offices, where a small team of reporters worked in tiny office order to keep the public informed of current events.

Situated at 111, Buckingham palace road, from its location to its office all of it is up market. Its target audience includes the movers and shakers of the society, the well-educated groups that are influential and powerful.

Everything the Telegraph does, is well thought out and targeted at improving their profits and their circulation. Advertising campaigns are specially created to satisfy advertisers and advertisements are thoroughly checked before being published.

“This is the future. Newspapers have to make money otherwise they cannot exist.”

This basically means if they don’t make money, they go under. The visit made me think about the changed role of the media.

We learnt that in order to survive, a media organization has to look beyond its primary purpose of informing people, they have to fight off competition, build business models to please advertisers and be efficient at marketing.

They must have good editorial content in order to have high circulation figures and ultimately, have high circulation figures in order to woo advertisers. All this has to coincide with credibility, integrity and accuracy.

The old media model doesn’t exist anymore.

It began with town criers, moved on to pamphlets giving weather updates and then leaflets with news and current events. Newspapers emerged in a bid to keep citizens informed of what was going on around them.

As technology developed, so did the means of communicating this information.

The media no longer exists just to inform, educate and entertain the public. It is a business that provides jobs to people and needs to make profits to survive, just like any other industry.

The media has the added responsibility of being called the fourth estate and journalists are often credited with shaping public opinion with their stories but in order to have this power, they need to stay alive.

Many factors determine what news is given to us and in what package. In a fast developing world we cannot expect the media to stay in its basic, original role.

The Telegraph has versions for the internet, the Ipad and mobiles, it has changed to suit the changing requirements of the audience.

It is easy to blame them for becoming too commercial, sensational and profit oriented but no media organization forces us to read or see what they publish/broadcast .

We as intelligent audiences must accept the changed role of the media and choose what to take away from the information given to us.

News room at the Telegraph

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Published in: on November 26, 2010 at 6:42 pm  Comments (2)  
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2 CommentsLeave a comment

  1. So true 🙂
    I like the last part- “We as intelligent audiences must accept the changed role of the media and choose what to take away from the information given to us.”

  2. Very accurate account that media can shape public opinion. Especially during election. Nice work Chandni.


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