This article has been written by Trupti Kokane and edited by Shashwat Kaushik.

It has been published by Rachit Garg.

Introduction

The media plays a significant role in a democratic country like India. The country is considered one of the largest democratic countries across the globe in the 21st century. Indian media is working to create awareness about the democratic rights of individuals as well as provide important information to citizens of the country. Sometimes the media also works as a representative of the country. The Indian media holds the power to create a specific image of a particular political party or government among common citizens. Different platforms of media are popular as pillars of the respective Indian Government. The media can use societal and political forces to influence the opinions of people regarding the current ruler, political party or opposition party. Due to freedom of expression, Indian media platforms can provide any information to people. In India, the Internet, along with television, radio and newspapers, are the major forms of contemporary media channels. It is the responsibility of the Indian media to store and disseminate proper information among the people. However, these media platforms can easily manipulate the opinions of people, which may influence the final results of Indian elections. The Indian media also works to educate people so they can select their potential leaders. Apart from that, different political parties can also use various media platforms to reach a large number of voters in order to provide information about the party’s agenda and future plans, as well as implement propaganda campaigns. According to the World Bank, approximately 60% of the total Indian population is currently living in rural areas where limited modes of communication are available. In such areas, political parties can use newspaper or radio platforms to educate people and promote the party to influence voters. This article will focus on understanding the role of the Indian media in elections. 

Download Now

History of Indian media

The British arrival era was marked as a turning point that helped to improve the role of Indian media in educating people as well as disseminating information about the agendas of different parties. The Bengal Gazette was the first Indian newspaper that was published in the 1780s by James Hickey. In the 17th century, Britishers used newspapers as a medium for communicating with Indian people. In the 19th century, the Indian media worked to support social reform movements by publishing newspapers in regional languages. People who worked for independence used various regional newspapers to create awareness of the worse or more troublesome practices of the British Government. This strategy helped freedom fighters establish unity among people who belonged to different religions. In the pre-independence era, the Indian press played a significant role in creating a negative image of the British government among Indian citizens. This is how the Indian media influenced the population of the country and turned them against the British government. After independence, the Indian Government established the Press Council of India in order to protect the freedom of different media channels as well as maintain ethical standards while managing critical issues. Radio broadcasting and television began in the years 1927 and 1959, respectively. Doordarshan was the first television channel that the Indian government launched in 1959. These two channels served as a source of information and entertainment for a specific period of time. Technological advancement and liberalisation were promoted in the Indian media. Due to the privatisation of Indian media, various private news and radio channels were launched after the year 2000. Nowadays, various online news portals, along with social media platforms, have gained popularity because of increasing Internet as well as technology awareness and accessibility. Currently, political parties are focusing on using modern media channels and platforms to create awareness about election propaganda, especially among young people.

Importance of Indian media in elections

The importance of Indian media in elections:

  1. During elections, Indian media acts as an important resource that provides information about candidates along with party manifestos, promotional campaigns of political parties, and future propaganda of specific candidates or parties. Voters can use this information to make decisions about the selection of a particular candidate. Following are the key roles that the Indian media plays during elections:
  2. The media play a significant role in influencing public opinion by providing information about specific candidates or parties. Most of the time, opinion columns as well as TV debates are conducted to create a negative or positive image of a specific party or candidate before the elections. Personal interviews with candidates or political leaders help people or voters understand the perception of that specific leader or party. This could influence the decisions of voters.
  3. During elections, the Indian media plays the role of a watchdog. Exposing corruption activities, malpractices and misuse of power by a specific candidate or party can be investigated by journalists before the elections. These activities of the media have helped to improve transparency as well as accountability, which could be essential for improving the integrity of the Indian elections. It could also help voters select the right candidate or leader by using voting rights in Indian democracy. 
  4. Various Indian media channels prefer to conduct exit polls to predict the future results of elections. Exit polls could influence voter behaviour by providing information about real-time political trends. Apart from that, supporting voters to stay updated with the election process is another role that Indian media is playing during Indian elections.
  5. Indian media organise campaigns to promote the importance of election participation among the general public. Different media channels are focusing on motivating and encouraging Indian citizens to actively participate in elections. In some regions of the country, voters are not aware of their rights or the importance of their votes. Indian media uses various mediums or strategies to communicate with eligible voters and motivate them to use their democratic rights to select a specific candidate or party.
  6. Hosting debates and discussions on different media platforms helps voters understand the perspective of future political leaders. On the contrary, through debates and discussions on media platforms, common people can also share personal opinions and suggestions with existing governments, leaders or future governments for developing policies and strategies in the future. Gaining insights from common people helps the government or political leader make various decisions for the social well-being and development of the country or region.
  7. Indian media platforms also provide information about public issues or needed actions to the current government and future candidates. This information can be used by different political parties and candidates to develop future development plans. With the help of future development strategies or plans, different political parties or candidates would be able to attract voters during elections. 
  8. Different media platforms also provide a place for political parties to implement promotional campaigns as well as campaigns to influence voters. These strategies could help political parties create a positive impact on voters, which is essential for winning the elections.

Rules framed by the Election Commission of India for media platforms

In order to maintain equality and fairness during elections, the Election Commission of India (ECI) has developed specific rules and regulations, especially for Indian media platforms. These regulations also provide guidance to media channels while covering the election process and other political activities. ECI can make changes in rules and regulations as per the situation while conducting elections across the country. 

  1. Paid news: Paid news can be defined as any paid promotional activities that have been done by political parties by using different media channels, including print and digital mediums. The media certification and monitoring committee is the authority that has been developed by the Election Commission of India for monitoring the actions of media and political parties while publishing paid news. It is the responsibility of this committee to scrutinise all media channels for monitoring political news coverage as well as take essential actions against respective candidates. This committee works at the district and state levels to examine paid news from various political parties across India. In 2017, the ECI disqualified the minister of Madhya Pradesh, Narottam Mishra for the next three years because he did not publish expenses on the paid news during the 2008 assembly elections. 
  2. Provide equal opportunity: As per ECI guidelines, media platforms should provide equal opportunities to all political parties across the country to disseminate messages and information about current and future plans to the public. Through this rule, political parties equally use media platforms for implementing promotional campaigns. In 2003, the government made an amendment to the Representation of the People Act of 1951 to provide equal broadcast time to national and recognised state parties. This scheme is applicable to Doordarshan and AIR. As per this Act, a base time of approximately 45 minutes is allotted to all national and recognised state parties for broadcasting their messages on government-owned media. 
  3. Facilities to media persons: Media passes as well as media centres are the major facilities that the Election Commission of India provides to media persons during elections. These facilities help media personnel effectively cover and present election information. However, a valid authority letter, which is issued by ECI, is essential for media persons to enter polling stations for coverage purposes. Media centres can be defined as places with the overall facilities to successfully disseminate information about Indian elections among citizens of the country. In media centres, various facilities, such as telephones and fax machines, as well as appropriate furniture and other facilities, are made available for media personnel. At this place, media persons are able to access statistical reports on the election and important documents for reference purposes.
  4. Exit polls: An exit poll is one of the methods used for predicting the future results of elections. In order to predict election results, media personnel conduct research by collecting information from voters. It is completely different from opinion polls. Private media channels generally conduct opinion polls before elections to understand political trends across the country. The ECI has provided various guidelines and rules for controlling the use of exit polls during Indian elections. As per ECI guidelines, exit polls need to be conducted during a particular period of time. It should not be conducted during the voting period. Apart from that, ECI also ensures that the results of exit polls cannot be published on any media platform before the voting period across the country has ended. All media platforms that are taking active part in exit polls need to register with the election commission as well as follow the regulations. This activity helps to conduct exit polls in a fair and unbiased manner. 

Conclusion

In conclusion, various media platforms play a very important role in the overall Indian election procedure. With the help of media platforms, different political parties and candidates can influence voters by organising and implementing various promotional campaigns. The media also works to disseminate important information to the general public. Due to technological advancement and increased Internet awareness, the scope for modern media channels such as online news portals and social media platforms has increased. Political parties can refer to media coverage to understand the exact needs and issues of common people. This information needs to be considered when developing effective promotional campaigns and development strategies for attracting voters during Indian elections. However, the Election Commission of India has established regulations and guidance for media platforms and political parties. ECI also works to monitor and control the actions or activities of media platforms and political parties during the election process. The commission has provided specific guidelines related to paid news, along with broadcasting opportunities, facilities for media, and rules for exit polls.

References

Students of Lawsikho courses regularly produce writing assignments and work on practical exercises as a part of their coursework and develop themselves in real-life practical skills.

LawSikho has created a telegram group for exchanging legal knowledge, referrals, and various opportunities. You can click on this link and join:

https://t.me/lawyerscommunity

Follow us on Instagram and subscribe to our YouTube channel for more amazing legal content.

RELATED ARTICLESMORE FROM AUTHOR

LEAVE A REPLY

Please enter your comment!
Please enter your name here