Role Of Media

Title of the Paper -The Role of Media in promoting the prospects of MSME’s in India Author – Ritu Talwar Guest Lecturer Department of Journalism and Mass Communication Gulbarga University Gulbarga.

Abstract

Media also called the fourth estate is a major pillar of democracy. Amongst its many roles are included that of being an interpreter and watchdog. Media workers are in essence interpreters of information. They sift through piles and piles of information to extract meaningful and relevant data which the average person can understand. The policies of the government and financial

Media coverage shapes how public perceives their surroundings and what they consider to be important. The government and the people must pay attention to the media. The media reports the news, serves as an intermediary between the government and the people, helps determine which issues should be discussed, and keeps the public actively involved. The Indian media has responsibly engaged in the first role i.e. of being an interpreter and interpreted happenings and change to better the prospects of the nation by abstaining from partisan practices. The media has also been seriously committed to its second role of being a watchdog and has guided the economic policies by criticizing failures and lauding accomplishments of the government from time to time. The media has played the common-carrier role to the hilt by providing a line of communication between the government and the people. This communication goes both ways: The people learn about what the government is doing, and the government learns from the media what the public’s requirements and expectations

Today Indian MSMEs represent the model of socio-economic policies of Government, which emphasize job creation at all levels of income stratum and diffusion of economic power in the hands of few thereby discouraging monopolistic practices of production and marketing; and in all prospects contributing to growth of economy. Presently the Micro, Small and Medium Enterprises (MSME) contribute nearly 8 percent of the country’s GDP, 45 percent of the manufacturing output and 40 percent of the exports. They provide the largest share of employment after agriculture. They are the nurseries for entrepreneurship and innovation. They are widely dispersed across the country and produce a diverse range of products and services to meet the needs of the local markets, the global market and the national and international value