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From: Dexter Mitchell, [216-110-115-100.caribsurf.com]
Subject: HOW SENSITIVE ARE MEDIA PRACTIONERS TO THE CONSUMER?
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HOW SENSITIVE ARE MEDIA PRACTIONERS TO THE CONSUMER? In economics, consumers are individuals or households that “consume” goods and services generated within the economy. Since this includes just about everyone, the term is a political term as much as an economic term when it is used in everyday speech. Typically when businesspeople and economists talk of “consumers” they are talking about person-as-consumer as aggregated commodity item with little individuality other than that expressed in the buy/not buy decision. Wikipedia.org The preceding is the definition of a consumer as provided by the website wikipedia.org. It is very important to note that every listener, reader and viewer is a consumer. It therefore means that media practitioners are providing services for which the economic implications must be considered. Culture simply defined is our way of life. Culture and economy were always two parallel lines never destined to meet. However as we look around us it has become quite clear that culture is much more than just what we do and how we do it. The role of the media and its practitioners has become increasingly important in establishing an economic factor to our cultural product. Sensitivity to that role can open up the proverbial can of worms. Questions about responsibility, qualifications and a basic sense of duty may come to the fore. Let us take a closer look at responsibility. Although a broadcast policy has not yet been passed as a law to govern radio stations and broadcasters that absence of guidelines in no way preempts our practitioners from ensuring that the material transmitted on the airwaves fits within the acceptable mode of decent family programming. Indecent language, violence against women and the use of illegal drugs are just some of the negatives emanating from some of our local radio stations. Two very important and interesting questions to ponder at this point. Does the “negative programming” create better economic opportunity for the radio stations or media? And does that type of programming reflect who we have become as a people, is that now our culture? I think the answers are more obvious than any of us would even want to admit. Iriefm Jamaica’s premier reggae radio station on January 01st, 2006 took the bold step of not playing any songs that contain bleeps that substitute for foul language in a recording. Mr. Brian Schmidt the Marketing Manager of Iriefm has revealed that after six months there has been no discernible decline in listenership and certainly economic activity at the station has in no way being affected by the bold move of Iriefm. Mr. Schmidt went on to point out that the decision by Iriefm seem to have fostered a new sense of good will, with the general public requesting the other radio stations in Jamaica set the same standards for local music. Additionally the content of local music has been cleaned up creating a better product to adequately represent the culture of Jamaica and Jamaicans. This example shows the positive effects of responsibility and the results that can be generated without Government always having to set out policy. Qualification is another area that can be addressed under this topic. Practitioners must be properly qualified. Even if the involvement in the media stared out as just a job, one should always familiarize one’s self with all that is needed to excel professionally. Improvement in that regard does not necessarily have to do with a formal education but that improvement can be achieved through constant connection with listeners, readers and viewers. Too often we become immersed in mediocrity- a mediocrity that could prove to be detrimental to the purpose set out in the first place. That mediocrity also cheats the audience of much-needed exposure to things around us – our culture. There are those among us who have gained the trust and respect of the audience by being in tune with the needs and expectations of that audience. There is no greater teacher than experience and a full-fledged commitment to professionalism and addressing the concerns of the audience can provide for a wonderful and fruitful experience as a media practitioner. The topic generates some very interesting thoughts about local content in all forms of media. Now, I must hasten to point out here, that there must be an acceptable standard for local content. Gruesome images of death in local newspapers, well, are insensitive to say the least. Again the question, is there some economic benefit, do more newspapers sell because of that kind of coverage? A baseless story that is sensational but ambiguous, can that story help increase the advertising rates of a television station? Playing a song that is insensitive to the feelings of a particular sector of people in society does that make you a more popular disc jockey and are you truly reflecting the feelings of our people, our way of life, our culture? Local music, local arts, local entertainment, properly produced always seems to draw a fair amount of interest. Countries such as, Australia, Canada, South Africa, Holland have local quota contents that stipulates how much of radio and television programming should be local content. In fact, the entire European Union has stipulations in place to protect it against “cultural invasion”. Is it necessary to have the government tell us what the people might already be telling us? There is a dire need for more quality local programming and that fact must be recognized by all media practitioners. In recent times local broadcasting has gotten progressively worse. The qualification for being an on-air personality seems to be the ability to inhale oxygen and exhale carbon dioxide. Mis-information, disrespect and a general lack of knowledge and common sense seems to be the order of the day. As a people we cannot rely on a policy to dictate acceptable standards of decency and good old-fashioned courtesy. The onus now lie with the managers and owners of local media houses to secure your collective legacies by reversing this very worrying and ever-increasing degradation of morals, standards and professional ethics. Let us acknowledge the needs of our people, let us not underestimate the power of the consumer, let us remember the relationship that now exists between the economic forces and culture, but most important of all let us remember that freedom of expression is but one side of the coin, responsibility is the other. And in this case responsibility to an audience that is at the mercy of our media practitioners. © Dexter Mitchell |
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