ADVERTISING AND FREEDOM OF MEDIA

ADVERTISING AND FREEDOM OF MEDIA

It is often said that advertising controls most of the mass media . This is  because most of the mass media, except perhaps books, are at the mercy of advertisers. Most mass media including newspapers, magazines, radio, television, and the internet are dependent on advertising.

In other words, advertising does control mass media. Advertisers have the upper hand here as the mass media earn maximum revenue through advertisements. Advertisers exercise a lot of control over the functioning of mass media. Negative stories about advertisers cannot be published or broadcast in mass media. Also advertisers tell mass media to publish or broadcast positive stories.

This is a sad state of affairs as interference by advertisers amounts to curtailing the freedom of mass media.

Mass media often always thrive on credibility. This is earned in a hard way after years and decades of dedicated work. Credibility is the back bone any mass medium's success and popularity. Mass media that are controlled by advertisers suffer loss of credibility. Also media lose influence with loss of credibility.

From the very beginning, mass media have failed to generate enough revenues from their consumers. In most cases, what the audiences pay to the media is pittance. Thus they have always depended on government support, patronage bu political parties, and advertising revenues.

Have a happy and learning Day,
Urvashi Goel