NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 7, ISSUE 4, Apr. -2021 PRESENTATION OF MINORITY IN MEDIA AND FILMS Pundlik Nalinde Assistant Professor Bhagwan Baba Arts & Commerce College, Lonar. Dist- Buldana

ABSTARCT: and social concerns, which comprises of Today social Media has become advertising, marketing, propaganda, public prominent in world of globalization. The relations, and political communication. It can first and the most important purpose of the also have enrichment and education, mass media is to inform and educate people entertainment, journalism and public service about important events taking place around announcements. Broadcast: Television and them. The second is to amuse people radio programs are distributed through radio various forms of media include Television broadcasting over frequency bands that are broadcast, radio broadcast, print media, highly regulated by the Information and Internet, mobile phone applications etc. Broadcasting Ministry of India. Such regulation Mass media has a huge impact on society as includes determination of the width of the it influences their insight. “Today a country bands, range, licensing, types of receivers and belongs to the person who controls transmitters used, and acceptable content. communications” this is the power of Media. Film: Films are very powerful as they influence It can turn a Villain into a Hero, or vice- the perception of its viewers. Film is versa in no time. However it has been considered by many to be an important art observed that the minority is projected in form; films entertain, educate, enlighten and bad light in media and films in last few inspire audiences. Any film can become a decades. There is stereotyping of particular worldwide attraction, especially with the minority through media and films. This in addition of dubbing or subtitles that translate term affects the entire perception of the the film message. Films are also artifacts masses. The paper discusses some recent created by specific cultures, which reflect those example of minority discourses in media cultures, and, in turn, affect them. “Cross- and films. media” means the idea of distributing the same message through different media channels. The INTRODUCTION: Internet is quickly becoming the center of mass The first and the most relevant purpose media. Everything is becoming accessible via of the mass media is to inform and educate the internet. Instead of picking up a newspaper, people about important events taking place or watching the 10 o’ clock news, people can around them. The mass media is a term that log onto the internet to get the news they want, used to mark a part of the media that is when they want it. Print media: Books, specifically designed to reach a very large Magazines and journals are losing its charm as audience such as the population of a nation as people these days prefer audio-visual the audience is interested in knowing the news platforms. Newspaper still is considered to be and to know what is happening around them. more traditional and formal medium of The second is to entertain people. Mass communication. A newspaper is a publication media can have a lot of goals and aims to containing news and information and improve our life in this country. It can state a advertising. Professions involving mass media: range of purposes like Advocacy for business News-oriented journalism is sometimes 348 | P a g e

NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 7, ISSUE 4, Apr. -2021 described as the “first rough draft of history” world media is dominated by five major (attributed to Phil Graham), because companies (Time Warner, VIACOM, Vivendi journalists often record important events, Universal, Walt Disney and News Corp) which producing news articles on short deadlines. own 95% of all mass media including movie Many news organizations claim proud studios, television, News Channels, sports traditions of holding government officials and entertainment electronic media and music institutions accountable to the public, while companies. Recently they have merged to form media critics have raised questions about an elite which have the power to shape the holding the press itself accountable. opinion and beliefs of people. People buy after Public relations is the art and science of seeing thousands of advertisements by various managing communication between an companies in TV, newspapers or magazines, organization and its key publics to build, which are able to affect their purchasing manage and sustain its positive image. For decisions. The definition of what is acceptable Example, Politicians use public relations to by society is dictated by the media. After the attract votes and raise money, and, when attacks of 9/11 the media gave extensive successful at the ballot box, to promote and coverage of the event and exposed Osama’s defend their service in office, within an eye to guilt for the attack, information they were told the next election or, at career’s end, to their by the authorities. This shaped the public legacy. opinion to support the war on terrorism, and The History: The phrase “the media” later, the war on Iraq. A main concern is that began to be used in the 1920s. The audio-visual due to this immense power of the mass media facilities became very popular, because they (being able to drive the public opinion) media provided both information and entertainment receiving inaccurate information could cause as it was easier for the general public to the public opinion to support the wrong cause. passively watch TV than to actively read. In In 1997, J.R. Finnegan Jr. and K. Viswanath recent times, the Internet became the latest identified the main effects of mass media. and most popular mass medium. One can do Agenda Setting: People are influenced in how many activities at the same time, such as they think about issues due to the selective playing games, listening to music, and social nature of what media choose for public networking, irrespective of location. In a consumption. J.J. Davis states that “when risks democratic society, some consider the are highlighted in the media, particularly in concentration of media ownership to be a great detail, the extent of agenda setting is threat to democracy. likely to be based on the degree to which a public sense of outrage and threat is provoked” INFLUENCE AND SOCIOLOGY: . Cultivation of Perceptions: The extent to Not long ago, if you wanted to seize which media exposure shapes audience political power in a country, you had merely to perceptions over time is known as cultivation. control the army and the police. Today it is only Television is a common experience, to the point in the most backward countries that fascist where it can be described as a “homogenizing generals, still use tanks. “Today a country agent” (S.W. Littlejohn). However, instead of belongs to the person who controls being merely a result of the TV, the effect is communications”. often based on socioeconomic factors. Having a In an article entitled Mass Media prolonged exposure to TV or movie violence Influence on Society, Rayuso argues that the might affect a viewer. Stereotyping of 349 | P a g e

NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 7, ISSUE 4, Apr. -2021 Minorities Mass media has played a large role “This time with the priest shown in such bad in the way Indians perceives its minority. The light, Bollywood has hit a new low. We call for media focus on minority in the contexts of the resignation of Leela Samson and transfer of crime, polygamy, frauds, drug use, gang (Pankaja) Thakur,”an angry Dias said. Father violence, and other forms of anti-social Rueben Tellis, representative of the behavior has resulted in a distorted and Archdiocese of Bombay, also referred to an harmful public perception of Minority. Minority earlier movie, “Kya Superkool Hai Hum” (2012) have been subjected to oppression and which had offensive scenes of a Catholic priest discrimination for the past few decades. and reiterated the community’s demand for a According to Stephen Balkaran in his article permanent representative on the censor board Mass Media and Racism, “The media has played to prevent such recurrences in the guise of a key role in perpetuating the effects of this “cinematic liberty”. The Congress in Goa historical oppression and in contributing to Thursday demanded a ban on the Ekta Kapoor Minority (African-Americans) continuing status produced film Kya Superkool Hain Hum, saying as second-class citizens”. This has resulted in the film offended the sensibilities of the an uncertainty among white Americans as to Christian community. Addressing a press what the genuine nature of Minority really is conference, Congress spokesperson and despite the resulting racial divide, the fact that legislator Reginaldo Lourenco said that a first these people are undeniably American Has information report (FIR) would be filed against “raised doubts about the white man’s value Kapoor in Panaji Friday. “We are demanding a system”. This means that there is a somewhat ban on the screening of the film because it “troubling suspicion” among some Americans insults Christians. The FIR will be filed that their white America is tainted by the black tomorrow,” Lourenco said. A scene in the film, influence. which stars Tusshar Kapoor and Riteish Deshmukh, shows another actor, Chunky Christians as represented in Films: Pandey (playing the role of a priest), solemnise Catholics had threatened to stop the the wedding of a dog and a bitch. screening of ‘Kamaal Dhamaal Malamaal’ (2012), Hindi movie directed by Priyadarshan, Sikhs as represented in Films: if certain scenes making a “disresptful To put an end to the controversy portrayal” of the Christian community and its surrounding their Bollywood flick Son of priests are not deleted, an official said here on Sardar, actors Ajay Devgan and Sanjay Dutt Sunday. Catholic groups and a priest have agreed to remove such portions of the representing the Archdiocese of Bombay movie which have hurt the Sikh community. registered a protest to Central Board of Film Peermohammad had also objected the scene Certification chairperson Leela Samson. Its where Ajay was flaunting his chest with a Copies, highlighting the community’s tattoo of Hindu God Shiva engraved on it as the grievances were also been sent to Information Sikh religion did not believe in idol worship. & Broadcasting Minister Ambika Soni and After meeting Ajay, Peermohammad praised censor board CEO Pankaja Thakur, according to him for the work he has done in his previous Judith Monteiro, secretary of Association of movies. He added that film actors are role Concerned Catholics (AOCC). Catholic Secular model for the society and children and Forum chief Joseph Dias pointed out that youngsters readily copy whatever they watch stereotyping of Christians has existed in films. in the movies. The AISSF president further said 350 | P a g e

NOVATEUR PUBLICATIONS JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No: 2581 - 4230 VOLUME 7, ISSUE 4, Apr. -2021 that the final decision in this regard will be on the movie, saying that it “ridiculed” the Sikh taken by the Akal Takht Jathedar Gyani community. It wrote a letter to Sheila Dikshit, Gurbachan Singh. complaint was moved under the chief minister of Delhi, asking her to ban Section 295-A (blasphemy) and Sections the movie. The main objection raised was that 500/501 (Defamation) of Indian Penal Code for the film promos showed Akshay Kumar’s summoning the accused and trying him for the character sporting a trimmed beard, which offences committed by him by producing and Sikhs found offensive. Akshay Kumar and Vipul acting in the film “Son of Sardar” in which he Shal had a 50-minute discussion with the had hurt the religious sentiments of the DSGMC authorities who requested twelve complainant and the Sikh community as well as changes, with which the filmmakers complied. defamed the Sikh community. These dialogues As a result of the discussion, DSGMC gave a have lowered the image of Sikh’s in the mind of “clean chit” to the movie on 7 August 2008. general public and have made them a laughing stock for people and defamed the Sikh REFERENCES: community” the complainant has maintained. 1) http://en.wikipedia.org/wiki/Religion_in_I “Thus invited trial and punishment for offence ndia as defined under section 499 of Indian Penal 2) http://en.wikipedia.org/wiki/Sholay Code and provided with punishment under 3) http://www.punjabnewsline.com/news/- section 500 of Indian Penal Code” added the Ajay-ready-to-remove-controversial-parts complainant filed in the Court of Chief Judicial _-AISSF –President.html Magistrate, Fategarh Sahib. Later Ajay Devgan 4) http://www.sikhsiyasat.net/2012/11/11/ removed those scenes. Controversies: Sikh 5305-son-of-sardar-controversy-trouble- community had expressed their displeasure ahead -for -ajay-devgn/ over the portrayal of Sikhs in the movie Singh 5) http://www.countercurrents.org/varadar is King (2008). The Delhi Sikh Gurdwara ajan 250510.html Management Committee (DSGMC) sought a ban

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