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The Asian Media & Mass Communication Conference 2010 Osaka, Japan towards media practices and those involving in media exercises inside the organizations to prefer and practice [like Hippocratic oath] secular, homogenous, amenable, compatible approaches within and among their colleagues, authorities and superiors. It is true even with respect to the content generation. Fundamentalism, fanaticism, unscientific biases and religious or caste-ridden practices are viewed abominable in the media houses except perhaps with exceptions of rare cases. Such a texture of the vocation is both inevitable and obvious in the prevailing circumstances of media related occupations anywhere in the world. CONCLUSION & RECOMMENDATIONS Policies, Codes and Guidelines The discussion on Communication policies, code of conduct, regulations and guidelines has always reached a dead end without much progress or objective realizations. There is an impending need for less developed nations to continue cooperation that helps demystifying the commitment to change which is not seen so far. The dire need of the hour is to accept and move forward in the direction of a composite agreement on the drafts towards global media mechanisms. Professional ethics are on the decline. Journalists themselves should indulge in ethical practices; else face the wrath of government or owner control, let alone regulations. Along with Press Freedom adjoins what media analyst John C.Merrill calls ‘social-determinism of the press’. Since Asia is an amalgamation of traditional, transitional, modern and affluent societies, media should address all these strata in complete proportions without compromise. A comprehensive policy on Mass Communication is the need of the hour. Ethics, values and serious view of healthy practices of mass media can only be taught, portrayed, projected and imbibed in the aspirants of media careers only when their mind is wet cement and receptive. These can easily be achieved inside the class rooms and the training environs and not in the rougher, tougher, often brutal, merciless field out there. A sensible body has to be constituted towards achieving the objective. Teachers and Academicians involved in teaching journalism, mass communication and such pure social science subjects, along with genuinely interested media practitioners should be involved in framing of the policy. An official commission is also the need of the hour to take care of grievances of media professionals. It could be as a broadcast commission, a media commission, an agency that needs to address any deviations by practitioners. This suggested body should not just be like the currently instituted communication commission which is just a licensing authority. The representatives of such a body should necessarily include the people from the profession, from the media and other related academics and responsible citizens, over and above with judicial powers to punish the violators of the norms laid down by such an envisaged body. Another strengthening aspect is the promulgation of a comprehensive Broadcast Bill /Telecast Bill that will soon become an Act to monitor content over the electronic media and catering to social responsibility. 283
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Utility and futility of the exercises of media barons to boost globalization/ internationalization The media owners, particularly of the large conglomerates find it extremely difficult, however try and balance between their profit motives and achieving an egalitarian society through their media practices. The barons urgently need internationalized acceptance of their media agenda but their slight altruistic tendencies in their market in less developed nations will harm their business severely, contradicting their choice to go global. When the Cable TV Regulation Act-1993 was enforced in India, it looked out for any punishable offences in media content and in practices. In order to preserve the freedom of press, the broadcasters got into a new alert mode and quickly evolved a self-regulation mechanism wherein- National Broadcasters Association [NBA, New Delhi], Indian Broadcasters Foundation [IBF, New Delhi] were not only made alibi but also empowered to receive from and send complaints to Ministry of Information & Broadcasting [MIB- GOI] on any violation by media that harmed society. It could be a disturbing visual on electronic media or a jarry-gory illustration in print. Human Rights movements and child rights movements in India are doing their part while there is a need for a specialized media commission similar to Children Rights Commission and National Women Rights Commission which are also given opportunity to look into grievance of violation of media content. A recent case in point is from the Andhra Pradesh Human Rights Commission where two teacher-parents filed a case on a TV channel for abusive use of an under-14 girl child for a dance show. Epilogue Globalization has entered too early. Priorities and media content has changed and posed serious threats to fabric of Indian society. When these developments are in infancy and takes some time to achieve desired goals, the mindsets of intellectual class, merchants class, educationists and sociologists needs to change and mould this society into a systematic, healthy and progressive society by imbibing modernity. A great nation like Japan will play a key role in joining hands with the large nation like India in a smooth change-over by application of mass communication dynamics into the Indian society without damaging the socio-cultural essence of the beautiful Indian soil. - - - o 0 o - - - 284
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