Vol. 5, Issue 3 (2019)
Social awareness campaign by newspapers of Raipur: A study on application of agenda setting theory
Author(s): Bichitrananda Panda, Suresh Chandra Nayak, Riya Thakkar
Abstract: Print media in India itself is a revolution. The objectives of this media have been changing as per the need of the hour. Print media is moulding itself according to the desire of the nation from it, as per the nature of citizen, as per the scenario and whatnot. The Constitution of India in its Article (1) (a) guaranteed to the citizen right to freedom of speech and expression; and because of this right the media in India is able to express itself in the diverse forms. Calling itself the fourth pillar of Indian democracy, the Indian media carries with itself a bundle of responsibilities and duties towards the nation and towards the citizen. Today, the print media is so powerful that it has the ability to inform, educate, entertain and influence its readers. And when print media is blessed with the power to reach the mass of the country and to convey not only information but also a thought process then it becomes the responsibility of the print media to not limit itself at the news but to use itself as channel that will create awareness among its citizens. India is land driven by faith, culture, and history and in midst of this there prevails certain ill practices, ideologies, wrong conceptions which act as barriers to the development. And to a certain extent print media is able to spread awareness in the society in the form of what it serves. Among several mass communication theories developed by great thinkers, one is the “Agenda setting” developed by Max McCombs and Donald Shaw in 1968. This theory is based on the ability of news media to influence the importance placed on the topics of the public agenda. The agenda can be anything as per the vision and objectives set by the media organization. This research is carried out with an objective that aims at studying the relevance of the social awareness campaign run by newspapers as an application of agenda setting theory. The methodology of the research is driven by the comparative study of the newspapers followed by the qualitative analysis of the articles based on social awareness campaign of the respective newspaper.