Me, Media and Journalism

I started my career firstly in media marketing & research, then moved into journalism and finally ended in Human Resources. First two careers were short and those were after graduation and post-graduation. However, I gained a lot of experience in those jobs. I dealt with different types of people. In my first job, I was working with a print newspaper. I along with my teammates used to visit door to door to understand the people's taste about newspaper reading, their behaviour pattern while reading the newspaper, their buying habits etc. Based on the findings, inputs were to be given to the editorial team for designing their contents, advertisement for their sales campaign and circulation for focusing where the demand is. It was an extensive job with a lot of travel, asking questions to different people, filling forms and consolidating the research. This was an internal system to support the business growth. In this process, we also used to generate a lot of leads for advertising and circulation of newspapers. I learnt many things about people, behaviour patterns, media commerce and business here. During this period, I also saw two shades of human being, nice and evil. Most of the people treated us very well & at another side, few people insulted us.

After working a year here, I joined as a sub-editor of English edition of one of the newspapers in Maharashtra. This was a local edition. During my college days, I was writing in different newspapers. I also was writing columns on social issues, employability & some political issues around the area. I used to cover political rallies with seniors & was handling education beat that time. This was enough experience for me to start as a sub-editor. While working here, I understood the socio-political issues, writing skills, articulation skills, how to give headlines, how to edit the copy and of course how to get the information from different sources. My job was mainly desk job, coordinating with different reporters and stringers, motivating them, coaching them and getting some good news, and then editing their copy for final print. Editing the first page & editorial page was always a privilege for me. My editorial colleagues working in Marathi edition used to ask me to write for them. I also got the opportunity to write a few editorials. Working in media companies is a big challenge. Media jobs are unorganised. It needs a lot of courage, patience and strong manipulation skills. During this period, I was working an evening shift from 15.00 hrs till finalizing the print. 

There are a lot of hands behind the scene, who work hand, day and night to bring the newspaper to your doorstep. They are printers, designers, proof-readers, circulation personnel etc. They work under a lot of pressure, stress which takes the toll of their health. I used to eat meals with them while dinner and everybody has enough food for others. Today most of the jobs are clubbed together or automated because of the technology.    

Mostly all media companies are dominated by politicians. You also become political while working for them. There are different ideologies, different groups with different mindset where your personal values are compromised. This was the main internal struggle for me.    

It was an enriching experience. I can say I built my personality while working in those 2 jobs. I learn to read people and their personalities. I moved into Human Resources. During my career, I also got the opportunity to establish the HR function in the largest growing media house. I worked closely with the leadership team of media house, got the opportunity to be a part of launches of television channels, web media etc. Media convergence was one of the initiatives that time which is currently working well with integrating same news on different media platforms. I got the opportunity to work with Mckinsey, Garcia design, E&Y etc on different projects in business, editorial and Human Resource while working with this media house. In fact, that experience built my further career in Human Resource.  

"When you work in Media, you get automatic respect irrespective of which department you work. Unfortunately, this respect goes in the head of most of the people."      

Today the media is at a different level altogether. Indian media has created its image, good or bad but it has created a lot of ripple effects in the society. Unfortunately, there are very few journalists who are living with their values. Majority of them have their own agenda. They are spineless & supporting political leaders for their personal gain. Nowadays they are PR agents and spokesmen for political parties rather than journalists. Package journalism is at a high peak now. Still there are few reporters, journalists & others who are trying to bring change in the society and political space. We should recognize and appreciate their efforts.   

However, technology has given the weapon in the hands of common citizens. With the strong social media, every citizen can be the citizen journalist and address the issues they are facing. However, one should be very careful to use it properly, otherwise it may get backfire.   

Unfortunately, the media industry, mainly print media, is hit badly by coronavirus pandemic. The main revenue source of advertisement is in bad shape. People are hesitant to buy the print media because of fear of virus spread. Small media houses are on the verge of closure and large media houses are rightsizing. Unfortunately, those who report news of layoffs are now laid off. Such news will be buried under the carpet of corporate offices of media houses.  

(Opinions are purely personal & does not represent my organization)

Please read the print replica of my latest book written for leaders on amazon kindle; Vitality in Human Resource      

You are “Framed”: Covid19 Diary

You are “Framed”:  Covid19 Diary

It is customary nowadays to speak about Covid19. If somebody calls, the discussion starts with the virus and consequences of the covid19. After the whole story which everybody knows, (thanks for the social media), then we come to the point. Few companies are trying to encash the situation to market their products. But sometimes it is too funny when a marketing guy tries to co-relate his/her product with a pandemic situation. Health & wellness is important but then there are memes and videos are shared where HR is doing this too much. Manipulation is at high level. 

Initially for a few days it was relevant. Slowly people started to cope up with the situation. They are trying to understand the threat; learnt how to deal with that. Normally in any situation, human beings perceive the threat. Threats can be physical, psychological or financial. Depending upon the perceptions, there will be reactions which can be positive or negative.

But do you know that every moment, every day you are “framed” by somebody? News on the mainstream media, forwards on social media or advertisements are generated and broadcasted to manipulate the people. Political leaders, some journalists, advertisement agencies are experts in “framing” common man. Nobody checks the authenticity of the source. Common tendency is to believe on that news without applying common sense. Common sense is uncommon now a days. So-called Intellectuals are pioneered in framing techniques. This is a special technique called as Farming technique.  

The theory was first put forth by Goffman, under the title of Frame Analysis.

Framing technique works as under:

Narrative is generated based on the agenda. Stories are cooked and created putting some element of benefits, happiness, sadness, fear, and some fake narration based on the agenda of the person. 

Information is created & presented based on the narrative to influence the people. Mainly such information is not full information but part of the information. (Political leaders, so called intellectuals & mainstream media are expert in this techniques)

Framing takes this a step further in the way in which the news or information is presented creates a frame for that information. This is usually a conscious choice by journalists, leaders who are communicating – in this case a frame refers to the way the media as gatekeepers organize and present the ideas, events, and topics they cover.

Such narration then influences the choices people. People decide how to process that information. Frames are abstractions that work to organize or structure message meaning.

All over the world such framing is happening. We are framed & manipulated by everybody. As far as the intention & purpose is right, then framing techniques have the positive outcome. But most of the time, it has a negative impact on society if used keeping the selfish motive behind. Today we are insecure, fragmented because of such manipulation and framing.

People are stressful, people are perceiving the threat, this is because of different and scary news broadcasted by the mainstream media and circulated by social media.

But then I realised we have already started to live with the situation. The newness of work from home now is not there and people want to go to offices desperately. There are few people who are still worried. However good organizations are gearing for the new normal & giving them confidence. 

As a common citizen, we need to keep our ears and eyes open and apply the logic. Understand the facts and figures, ask yourself questions, so that you are not “framed” and manipulated.

Can we use this technique positively? Yes. If you have the story which is based on the facts and inspires others. In such circumstances, leaders need to understand this and design the communication and frame the message so that people perceive the situation positively. Here literally corporate leaders can use the “framing techniques” in a positive way.

They can do it by understanding the issues, concern areas and setting an agenda. Once the agenda is set, they can create stories which are inspirational. Create an ethical frame where the message is clear, and people will not perceive differently. It is very difficult to manage such message. It is observed that ethical aspect is always ignored over benefits of power and money while framing. Simple example of this ignorance of ethical aspect is employees reporting late on duty. Most of the manufacturing companies in India had the policy of deduction of leave in case of employee reports late 3 or more times in a month. The reason behind this was that employees would come on time because of fear of losing leave. But in such cases, the situation hardly improved and employees continued to report late. Ethical aspect (being punctual) was replaced with right (after leave deduction). While framing this ethical aspect always should be considered and messages should be enforced accordingly.  

Person can view the situation as per his perceptions, but framing should give him realty of the ground and hopes that he can survive from the situation. During such pandemic, our Prime Minister and even Chief Minister are giving hopes, but unfortunately, few people are trying to manipulate us by just creating a narrative which has their own agenda and selfish motive.

Let’s take an example of Covid19.

With a lot of information about infections and death, everybody is scared. The mental frame is strong with the assumption that if we go out, we will die.

The frame is created as under:

Pandemic situation is because of a deadly virus, people are dying globally, there is no medicine and vaccine. If I get infected, society will view me differently, I will suffer, and my family will suffer. We will have a social stigma. I will also die, and I don’t know what will happen to my family.

This can be framed positively as under:

Pandemic situation is because of a deadly virus but people don’t die because of the virus. It is because of respiratory failure and if the infection is reported early, take a treatment, life can be saved very easily. People are infecting and dying but survival rate more than death and death cases are because of late reporting or people having some type of illness. However, I need to take care of me and my family and follow social distancing, wear a mask, keep personal hygiene and if I have symptoms, I should go immediately to the doctor. There are a lot of people who are fully cured and discharged.

You can also use facts & data while using the framing technique to make it more authentic.    

As a common man, we just can do one thing and that is use our brain. While watching any news, reading any social media post, use the lens of common sense. Best way is to ignore all news channel and social media post.      

(Ref: Frame analysis by Goffman, Framing techniques per Fairhurst and Sarr)

(Opinions are purely personal & does not represent my organization)

Please read the print replica of my latest book written for leaders on amazon kindle; Vitality in Human Resource

Advertisements and gender

In my childhood, when we would watch TV, we usually were equally interested in commercials broadcasted on Door Darshan. It was the only channel that time. Commercials were not much professionalized and were at early stage.  Today the world has been changed. Consumerism is pampered, branding is important and advertisements are required to sell your product. Life style has been changed, disposable income is at hand. There are lots of avenues available to spend the money. Most of the time, you don’t need cash in your bank account.

This all has been major impact on our life. Companies muscle consumer ego while selling their products.

Our personalities are used to sell the product. There is a struggle between our “ego” which wants “pleasure” and our “superego” which asks us the “reason”. However pleasure has been dominant on your super ego (reason). In fact, advertising and marketing strategy is to create this struggle. Products symbolically satisfy consumers pleasure needs, substitute the product for the real thing.

However the question is why pleasure is co-related to sex by these companies? Every commercial in TV, Print etc has fundamental message that “if you own the particular product, you will get the pleasure” (which is acceptable), but then they go further and propagate, “if you own the particular product, you will get your dream woman where sexuality is explicitly broadcasted.

India is more sensitive and such issues, after the Nirbhaya case and sensitization towards gender equality; it is the question why such ads are broadcasted.  

Why does advertising use sex as an appeal to the consumer? Because it works. Sex is the second strongest of the psychological appeals, right behind self-preservation. Sexual desire’s strength is biological and instinctive. For many products it is possible to find (or invent) a sexual connection. The effectiveness of sex in advertising is gender linked. Men have minimal criteria for sexual desire. Basically, they are concerned with a woman's anatomy -- as long as a woman looks young enough and healthy, she is desirable.

In advertising it is easy to get a man's attention by using women's bodies and associate getting the woman if he buys the product. In general, female models are placed in sexually exploitative and compromising positions, sexually submissive postures, and with sexually connotative facial expressions. Media definitions of sexual attractiveness promote either extreme thinness or a thin waist with large hips and breasts. The sexual connection is much easier to set up for men than for women.  

At the other side, the use of sex in advertising to women is more difficult. Although the use of healthy, fit men may attract their attention and create desire, willingness to engage in intercourse is rarely aroused strictly because of a man's body. For a woman, sexual desire is a complex mixture of such factors as money, power, prestige, etc. To sell to a woman, advertising relies on that modern idea about how men and women relate -- romance. Although an ad may use a man's body as an attention getting device, he is usually shown in a romantic rather than sexual context.  

They assume unconscious motives influence consumer behavior. So called market research tries to identify these underlying unconscious forces (e.g., cultural factors, sociological forces).

Marketers should therefore better understand the target audience and how to influence that audience by engaging other strategies. After all women should not be viewed as an object and should be equally respected.