Editor: Dr. Vartika Nanda
Publisher: Samayik Book
ISBN: 978-93-80458-96-0
Year: 2018
Pages: 176
Price: ₹400
Media Aur Bazar is a crucial book pertaining in the field of journalism, written by 11media professionals of our contemporary times Vartika Nanda, Dilip Mandal, Sweta Singh, Sarika Kalra, Jai Singh, Rekha Sethi, Jaideep Karnik, Priyabhanshu Ranjan, Bageshree Chakradhar, Rahul Dev and Priyadarsan. This book is edited by Vartika Nanda who is a professor, writer and prison reformer. It was published by Samayik Books in 2018.
This book is an important reading for those who are interested in media and its related fields, especially for students studying journalism, film, advertising and marketing. It provides a comprehensive and in-depth coverage of the topics from its origin to current scenarios which is important for concept building. As it is written in simple Hindi, it is easy to comprehend and gain a holistic idea.
The Chapters
It has nine chapters, each chapter has been written by experts, critically analysing the relations of news media with market, public relations, democracy, advertising, cinema, social media etc. It attempts to answer many important questions like how do society, politics, media and market relate and influence each other? How does liberalisation of the Indian economy in 1991 change the ownership, objectivity and relationship of the media? How have government and private players used it to set their own agendas?
Patrakarita aur public relation: Ek duje ke liye is the first chapter, written by Dilip Manda, provides a comprehensive understanding of public relations from its beginning to contemporary day in India and other countries with the help of various case studies and figures. It explains its relationship with journalism, advertising and new media. It also explains how PR works in the favour of influential people and big companies.
Bazarwad aur media is the second chapter, written by Shveta Singh. She has been working as a reporter, producer and anchor with various news channels for more than twenty years. Her current assignment is with Aaj Tak. This chapter explains how capitalism started in the 18th century and how the market and media depend on one another for their mutual profit. This chapter clearly explains the business model of the media houses and how sometimes the overdependence of media on influential people and the big companies becomes harmful for the welfare of the society. It also talks about maintaining balance between media and market.
Shweta Singh says “Hamari Duniya me kisi bhi cheez ko lekar ek soch ban jaati hai aur us lebal ko hata pana namumkin sa ho jata hai. Aisa hi ek lebal bazar ke maathe par chaspa hai”( In our world, a thought is formed about any thing and it becomes impossible to remove that label. Such a label is stuck on the top of the market) on page number 53 of this book.
Media and Loktantra is the third chapter, written by Sarika Kalra. This chapter provides answers to many important questions related to media, market and democracy. Has the fourth pillar of democracy failed or succeeded? How new media has evolved, changed and challenged the traditional media.
Bazar me Cinema is the fourth chapter, written by Jai Singh who possesses experience of more than twenty five years in the field of Cinema and Television. It is an interesting chapter to read as it explores regional cinema like South Indian cinema, Bangla cinema, Bhojpuri cinema, Punjabi cinema and many others. It talks about Bollywood and Hollywood in detail. It also covers the business model of cinema and challenges it is facing.
Vigyapan, Media Aur Bazar is the fifth chapter, written by Rekha Sethi . This chapter explains how advertising is influencing different sectors including economy, society and politics. How it uses different strategies and plays with the psychology of the customers to spend more and more. Apart from these, it also covers how gender stereotypes, child market, celebrities’ role, consumer's rights etc shapes it, which provides the complete essence of this topic.
Chaurahe Par Khada Social Media is the sixth chapter, written by Jaideep Karnik, who holds vast knowledge and experience about digital media. This chapter examines the different aspects of new media like how the internet connects the whole world through social media, how it is shaping the world through e-commerce and marketing, why it is becoming a new space for freedom of speech and expression and what challenges it is facing.
Khabaro ke bazar me News agenciyan is the seventh chapter, written by Priyabhanshu Ranjan. It talks about all important dimensions of news agencies like how it started, what it is important, who owns news agencies, its revenue model, its relevance in today's world and its relations with print and electronic media. If you are a media student, you will learn so many things about news agencies from this chapter.
Media ke bazar me ubaau aur bikaau is the second last chapter, written by Bageshree Chakradhar. This chapter is thought provoking as the media become biased towards politicians and influential people sometimes and forget about social problems which should be raised. It also covers the merits and demerits of new media.
The last chapter is Naye bharat ka media which is written by Priyadarshan. This chapter critically analyses how Indian media have so changed that it loses its own power to challenge something wrong. How and when Indian media become a business instead of a public service and why is freedom of speech and expression becoming a rare thing.
Why to read this book:
If you are looking for the resources which delve deep in the above mentioned topics, then this book is interesting and worth reading as it provides holistic information about relations between media and market. The book will give you clarity regarding various aspects of journalism, enhancing your understanding and knowledge.
Written By:
Rinki Kumari
Semester 2
B.A. (Hons.) Journalism
Lady Shri Ram College, Delhi Univeristy
Links related to Media Aur Bazar:
https://vartikananda.com/books/media-aur-bazar/
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