PROMOTE SOCIALLY RESPONSIBLE MEDIA

& FINANCE, SOCIALLY RESPONSIBLE

ADVERTISING.
GINTO GEORGE

B.E.6TH SEMESTER MECHANICAL

[Link]@[Link]

R.K. COLLEGE OF ENGINEERING & TECHNOLOGY

1. ABSTRACT planning strategies alone. Rather it should be defined

within the framework of corporate philosophy which
To promote socially responsible media, finance & factor the need of the community and regions in
advertising our corporate sector play a vital role. which a corporate entity function. Generally, CSR is
They hold the responsibility to be transparent to the understood to be the way firms integrate social,
society. These all together is comes under the same environmental and economic concerns into their
umbrella of CORPORATE SOCIAL values, culture, decision making, strategy and
RESPONSIBILTY (CSR). “Social responsibility (is operations in a transparent and accountable manner
the) responsibility of an organization for the impacts and thereby establish better practices within the firm,
of its decisions and activities on society and the create wealth and improve society. As issues of
environment through transparent and ethical behavior sustainable development become more important, the
that is consistent with sustainable development and question of how the business sector addresses them is
the welfare of society; takes into account the also becoming an element of CSR.
expectations of stakeholders; is in compliance with
applicable law and consistent with international The World Business Council for Sustainable
norms of behavior; and is integrated throughout the Development has described CSR as the business
organization”. Generally, CSR is understood to be the contribution to sustainable economic development.
way firms integrate social, environmental and Building on a base of compliance with legislation and
economic concerns into their values, culture, decision regulations, CSR typically includes “beyond law”
making, strategy and operations in a transparent and commitments and activities pertaining to:
accountable manner.
• Corporate governance and ethics;
KEYWORDS: Corporate social responsibility, • Health and safety;
strategy, sustainable developments. • Environmental stewardship;
• Human rights (including core labour rights);
2. INTRODUCTION • Sustainable development;
•Conditions of work (including safety and health,
For the media, advertising and finance to be hours of work, wages);
responsible there should to a proper guideline • Industrial relations;
provided to the corporate world. That is all included •Community involvement, development and
in the corporate social responsibility (CSR). Though investment;
there is no perfect definition for CSR but it created •Involvement of and respect for diverse cultures and
for the betterment of the corporate world. Corporate disadvantaged peoples;
social responsibility must not be defined by tax •Corporate philanthropy and employee volunteering;

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•Customer satisfaction and adherence to principles of For the rectification of this state of affairs a powerful
fair competition; journalists organization—as we already have formed
• Anti-bribery and anti-corruption measures; for our rights—based on the principles of social
•Accountability, transparency and performance responsibilities is required for the rectification of this
reporting; and state of affairs. Media Relations Forum is an
•Supplier relations, for both domestic and organization which aims at working for this goal.
international supply chains.
Indians like the boom-bang, dhoom-dhamaka style of
These elements of CSR are frequently interconnected journalism. The journalism that combines doe-eyed
and interdependent, and apply to firms wherever they twenty-five year old journalists asking seemingly
operate in the world. Although it is a very wide topic penetrating questions about nothing, to incoherent
to discuss on we will dealing only with some its part reporters in the field, while in the background, war-
such as media, finance and advertising. drum like sounds continue with swishy computer
graphics that fly in and out in accompaniment with
3. MEDIA the sound track. The reporters themselves have gone
Media is the most powerful weapon a democratic from the realm of hard core comedy to an outright
country is having. But the role of that media will parody of live journalism.. The latest was when while
become more crucial in a country like India with lots reporting on Lalgarh, a young journalist in a near
of religions and diversities. Even though the media is panic stricken voice kept asking his cameramen to
given a lot of freedom and liberty, but these days it zoom in on a forest in the distance saying “anytime
seems to be that they are misusing the liberty and the Maoists could come out from there and anytime I
freedom. could be stepping on a mine. That is how dangerous
it is.” Meanwhile an Adivasi man sauntered by the
The truth of the matter, however, is that our present camera with a tangi ( the double edged curved
journalism is used to presenting only half side of the hatchet that Adivasis have used forever) resting on
picture. This is the root cause of all our problems. In his shoulders and very casually sidestepping a
view of the present circumstances media activism distraught looking CRPF soldier who was staring into
would amount to present a balanced reporting of the the jungle in the distance.
situation abandoning the present policy of selective Suddenly, we have a generation of people using the
reporting. new media, who have not been exposed to the facts
The principle of modern journalism can be of India’s political history, pre-independence and
understood from this saying:"When a dog bites a post-independence. If these journalists do not know
man it is no news, but when a man bites a dog, it is who Bhagat Singh or Khudiram were and why they
news". were executed by the British Empire, if they do not
One practical example of this method is provided by know anything about the Santhal rebellion and Sidhu
our present journalism which is constantly engaged in and Kanu, if they do not know what happened in
giving maximum coverage to any hot news created Telengana and Tebhaga, long before Naxalbari, how
by an unruly section of Muslims. If the percentage of can they ask the right questions about what is
hot news forms only one percent the percentage of happening in Lalgarh?
soft news is not less than 99 percent. But the readers Why don’t Indian news channels discuss violence? I
of the newspapers are totally in the dark about this 99 am talking about the violence perpetrated by 62 years
percent of the picture. Whereas the one percent is of independence that still leaves 53% of India’s
being repeated again and again. Similarly if an population below the poverty line? The violence of
extremist Hindu creates hot news, this will find a malnutrition, hunger, infanticide, femicide, where
place in all the newspapers the next day. Whereas India rules the world in statistics. Do Indian
even in the Hindu world there is 99 per cent soft journalists like Vikram Chandra have the balls to rise
news while hot news forms not more than one to the occasion and demand a discussion on the
percent. violence of the state? Of course not! I have never
As a result of this one sided study unreal opinion is seen any journalism anywhere in the world, where
formed by both the communities regarding one such a large mass movement of aboriginal first
another. Taking extreme forms this unreal opinion at nation’s peoples is seen by the mainstream media
times turns into communal riots. The selective with such racist distance and only in terms of
reporting of this nature remains a permanent obstacle incidents, party statements, interviews and daily
to the path of national integration. speak. Following pie shows various pies when a
survey was conducted among 20 people.

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 reality shows are either based on talent searches that
Popularity of Reality Shows include singing and dancing contests, Comedy
shows, game shows and in house shows. Prizes
6 Nach
Baliye
and rewards are discussed and issued publicly.
These shows are publicized due to the drama and
10 MTV scene they create like controversial kisses, slaps,
Roadies fights and kisses amongst participants. News Channel
Indian particularly highlights these incidents thereby
4
Idol boosting the shows TRP’S. Due to the vast amount of
Reality Shows that are being produced, Real
television a channel from Miditech a media company
run by Alva Brothers has come with the idea of
The shows people hate having a television channel whose prime focus will
Nach be on reality shows in India. Real Television
3 Baliye Network is providing Indian Viewers with the biggest
2
MTV reality game show, Saarkar Ki Duniya. The buzz and
Roadi hype that the show generated prior to its release
es already had a strong viewership. Other shows have
15
Indian also generated curiosity. All in the entire channel is
Idol well packaged with promising shows that ensures
non-stop entertainment.

MTV Roadies to officially be the first Reality Show

that was telecast on Indian Television. As a matter of
Girls in a reality show
fact it is the longest running reality show in Indian 100%
Television. But then 10 years back how many people 80%
did you have watching MTV roadies, and even if 60%
there were any it was a certain section of people 40%
termed as “GEN X” who watched it. Even today it 20%
caters only to an audience mostly of the age group 0%
20-30, whereas Indian Idol an out and out copy of the
hugely successful American Idol catered to masses
and classes alike. In fact it had the entire nation glued
to the television screen when they saw participants
from general household taking center stage. This
coupled with famous celebrities acting as judges
added the flavor that was the need of the hour.
Backstage happenings behind the screens were
shown for the first time. Criticism, favors, arguments
and awards were publicly viewed and helped the
show garner high TRP’s and dominated other shows
till the end of the season. The success ensured that
Agree Disagree
the winners became household names and the show
continued every season. One of the latest news which media reported with full
Soon after a list of shows on similar lines followed force was the Attacks on Indian students in
by different television channels but all failed to create Australia. Though media played a important role in
the hype and success that the initial edition had. But reporting those attacks but there way of reported was
the trend has continued. UK’s biggest reality show really disgusting, reporting every attack as racially
"Big Brother" had Shilpa Shetty an Indian Actress motivated was the biggest mistake the media has
come out as a winner. No sooner the Indian Media done. Without going into the root cause of those
produced a show related to theme in the same name attack they simply tagged it has an attack which was
“Big Boss”. The show featured some small time racially motivated. As a result of this extraordinary
television actors and struggling aspirants all reporting parent of the children who are studying
competing against each other for the prize. Currently over there got extremely worried about them and

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between the common people the image of the the actual version is published in the newspapers.
Australia immerged as a racist country. This is the only way to maintain peace and harmony
in society.
But the fact is that more than 70% attacks were not 4. FINANCE
racially motivated although it was because of many Before we go into the topic it necessary to look into
random reasons. For instance a guy over there got the biggest scandal the Indian economy has ever
burned Indian media reported it as a racial attack, but faced, it is the Satyam Scandal. The Satyam
the truth the guy burned himself to get the insurance Computer Services scandal was publicly announced
money. on 7 January 2009, when Chairman Ramalinga Raju
The impact of this type of reporting is that the confessed that Satyam's accounts had been falsified.
students who were planning to go to Australia taken On 7 January 2009, company Chairman Ramalinga
admission in different countries. The people who Raju resigned after notifying board members and the
planned there holiday trips to that country had Securities and Exchange Board of India (SEBI) that
cancelled it. Moreover for a common man the image Satyam's accounts had been falsified.
of the country like Australia got spoiled. Raju confessed that Satyam's balance sheet of 30
The question to be asked that who is responsible? September 2008 contained:
The answer the media. Because of their way of
reporting. They just exaggerated the situation and  Inflated figures for cash and bank balances
nothing else. The media must apologize to the people of Rs 5,040 crore (US$ 1.08 billion) (as
of India and to the people of Australia. If the media against Rs 5,361 crore (US$ 1.15 billion)
can be more responsible in this matter the image of crore reflected in the books).
the Australia must be saved between Indians. But the  An accrued interest of Rs. 376 crore
media was more interested in making the news hotter (US$ 80.84 million) which was non-
and hotter. existent.
The media must be very aware of what they are  An understated liability of Rs. 1,230 crore
reporting and what will be its future effects on the (US$ 264.45 million) on account of funds
society like India? To be really dedicated to the was arranged by himself.
society and to work for the society is very tough,  An overstated debtors' position of Rs. 490
instead of concentrating on increasing the TRP rating crore (US$ 105.35 million) (as against
of the channel or increasing the annual subscription Rs. 2,651 crore (US$ 569.96 million) in the
of the newspaper the media must emphasis on the books.
exact definition of Journalism which must be purely
for the sack and benefit of the society.
Raju claimed in the same letter that neither he nor the
managing director had benefited financially from the
India needs an independent voice, an independent inflated revenues. He claimed that none of the board
network and the class who can finance it. Yes, a members had any knowledge of the situation in
nationalist bourgeoisie would be good. People who which the company was placed.
have a soul, have a mind and wish to contribute their He stated that
resources to an India that will really shine! Because "What started as a marginal gap between actual
no matter how many articles we write, how many operating profit and the one reflected in the books of
letters we sign, Indians are already in the newsbyte accounts continued to grow over the years. It has
snapshot evening news and blackberry breaking news attained unmanageable proportions as the size of
mode and unless you have a restrained analytical company operations grew significantly (annualised
feature programming channel, Indian TV journalism revenue run rate of Rs 11,276 crore (US$ 2.42
remains in the dark ages with a lot of techno features billion) in the September quarter of 2008 and official
and sound effects but no light, no investigative ability reserves of Rs 8,392 crore (US$ 1.8 billion)). As the
when it comes to the political terrain of India. Along promoters held a small percentage of equity, the
with this I should like to put forward a proposal for concern was that poor performance would result in a
bringing about an atmosphere of support and takeover, thereby exposing the gap. The aborted
cooperation between the newspapers and social Maytas acquisition deal was the last attempt to fill the
workers. Whenever a rumor spreads or a group fictitious assets with real ones. It was like riding a
indulges in any activity which may lead to disrupting tiger, not knowing how to get off without being
peace, social workers should immediately engage eaten.
themselves in a thorough investigation of the matter What we can conclude from it? Well it was the
and then through the full support of the newspapers biggest scandal which had a worse effect on Indian

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economy. The stock market crashed, the trust of whether or not to do business with that company: will
foreign investors was shaken. So, it means that it had it pay its bills for example; for an individual it might
a very bad effect on the Indian economy. Moreover even be important in order to decide whether or not
the company Satyam which had a very great name to accept a job with the business. There are a
was got spoiled. For man days outside the Bombay multitude of uses to which the information contained
Stock Exchange, all anyone can talk about at the chai in the annual accounts of a business can be put – if
stalls and sandwich stores is how Ramalinga Raju, you understand what these accounts are telling you.
the former boss of Satyam Computers, managed to
rack up a billion-dollar fraud right under their noses. Accounting is used extensively not just in this way
This scandal tells us how important a socially but also within a business, here it is used for planning
responsible finance is. What is being significant and controlling operations, making decisions about
question to be asked that every company operating in how to manage the business and for measuring
India is working fine with their finance or not, well it performance – of the business, of a department or
is very tough to decide? unit within the business, or even of an individual.
Budgets are used extensively for guidance in all of
Company’s financial health is revealed in their these aspects of the use of accounting. It is probably
Annual report which is the most important for the impossible for any manager within any business not
to have familiarity with budgets. If with no other
shareholder and the common man. So, what is an
aspects of accounting use within a business. It is
Annual report? more likely though that every manager has greater
experience of the uses to which accounting is put
An Annual report is a comprehensive report on a within their business than simply the budget.
company's activities throughout the preceding year.
Annual reports are intended to give shareholders and In fact many people would say that accounting is the
other interested people information about the language of business which is used to communicate
company's activities and financial performance. Most throughout the world of business. Through
jurisdictions require companies to prepare and accounting it is possible to communicate about plans,
actions and activity of an organization to other
disclose annual reports, and many require the annual
people. These other people do not need to be present
report to be filed at the company's registry. as accounting can communicate across national
Companies listed on a stock exchange are also boundaries as it is an international language which is
required to report at more frequent intervals used in much the same way throughout the world. It
(depending upon the rules of the stock exchange is also a timeless language as it enables an
involved). understanding of what has happened in the past and
also a forecast to be made of what will happen in the
Other information deemed relevant to stakeholders future.
may be included, such as a report on operations for
So accounting is very important in the business world
manufacturing firms or corporate social responsibility and is fairly central to managers of all types and in all
reports for companies with environmentally- or organizations. No manager can really escape
socially-sensitive operations. In the case of larger exposure to accounting. If you were to live in a
companies, it is usually a sleek, colorful, high gloss foreign country you would find it helpful to
publication. understand the language of that country and would
consider it worthwhile to put some effort into
learning that language. Well accounting is the
All organizations make use of accounting. They are
language of business and it is equally worthwhile to
required to produce annual accounts, which are
put some effort into learning this language. If you
provided to shareholders to explain what actions have
understand and can use the language of the country in
been taken on their behalf during the previous year
which you live then you can manage your life better
and what the results of those actions have been in
in that country. Equally if you understand and can
terms of profitability. These annual accounts are
use the language of business, namely accounting,
however widely used by other organizations and
then you can manage better and conduct yourself
people to assess the financial health of a business.
more effectively in the world of work. This module is
This might be important in order to decide whether or
designed to help you understand and make use of the
not to invest in the business or whether or not to lend
language of accounting so that you can be more
money to it; it might be important in order to decide
effective as a manager.

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One of the things which accounting is used for of curiosity. Such is the case with movies and artwork.
course is to identify the profit which an organization Other times, consumers are turned off and will not
makes from its activities. It is therefore generally purchase the product or use the [Link] type of
considered that the role of accounting in any
boycott takes place when a group or organization is
organization is concerned with profit maximization.
But of course there are a lot of other objectives which morally opposed to a product, such as the Southern
an organization might have and it is the role of Baptist Convention boycotting Disney World and
accounting to be used to help an organization to Disney products. Schudson (1984) states that
realize its objectives. consumers use their personal experience to determine
Therefore the socially responsible finance in a what they will purchase. Even if a product has proven
company is a vital part and the company must to be of high quality, if one has an unsatisfactory
monitor its financial health and the way to improve it
personal experience with the specific product, it will
further. Profit though is one of the important part of a
business but it must be the only aim of a company. not be purchased a second time. For example, this
They hold a responsibility to the society and to its could mean that if a car customer has a bad
people where they operating. experience with a specific make of car, he or she
5. ADVERTISING would not purchase that type of car again.
Nobody in this world might be untouched by the Advertisers know this, and will work very hard for
wide effect of advertising. Starting from a bath soup that good first impression. With this idea in mind, if a
till a car we will find an ad for promotion. consumer's first impression of a product is formed
due to an advertisement, the producer will put in a
Advertising encourages economic growth through
great deal of time, effort, and money to reach the
information being made available about competing
consumer through a quality advertisement. The
goods and services. However, advertising can be
power is in the consumer's hands.
deceptive, encourage unlimited consumption, create
confusion for the consumer, and intensify destructive When we as a customer sit in front of a television or
desires such as lust and greed. Advertising any other medium we came across some socially
encourages consumption by showing improvement in responsible ads and some very misleading ads.
features and quality of products and services. It Following are some socially responsible advertising:-
promotes products such as colas, cigarettes, and
alcohol, which can cause consumers to use products
in excess, causing possible dangerous side effects.
Advertising is only one aspect that goes into shaping
consumer choices, and the role advertising plays in
either initiating or reinforcing consumer trends is
dubious. Laws regulating advertisements should be
minimal because the public can self-regulate false or
misleading ads through the use of personal boycotts.
Private and public consumer advocacy groups exist to
inform the public of misleading advertisements, poor
quality products, and potentially dangerous products.
Government regulation has its place in protecting the
consumer through the placement of warning labels on Fig1. An ad from BMW
potentially dangerous products, but consumerism is
ultimately in the hands of the consumer. Advertisers
use many methods to intrigue consumers to purchase
their product. The use of the media is popular.
Schudson (1984) states that when the media brings
attention to a product, without regard to the actual
advertisement, this influences consumers by enticing
them to purchase a product or use a service out of

6
 impress men, which is illustrated in the
advertisements that took up many commercial slots
during the Super Bowl. Companies such as Epson
and Samsung are using sex to sell computers. The use
of sexuality in advertisements brings a focus on
women's issues and targeting groups such as
minorities and children.

Some ads on the other side are enjoyed by every

group of people e.g. the zoozoo ads by Vodafone.
These ads let everybody smiling. ZooZoos are
advertisement characters promoted by Vodafone
during the Indian Premier League Season 2 (IPL).
Zoozoos are white, ghost-like creatures with
ballooned bodies and egg heads who are used to
promote various value added services of Vodafone.

Fig2. An ad from Ministry of Consumer Affairs,

Food & Public Distribution.

Advertising talk a lot about a product but at some

time it might give an entirely different image about
the products. For instance, the perfume ads will most
of the time will be misleading. The perfume ads will
be sex oriented in which perfumes are meant for
attracting the women. the use of sex in advertising Fig3. Zoozoo ad from Vodafone.
and group targeting in advertising. For the last 30
6. CONCLUSION
years, sex has been the predominate tactic for selling
products. Gould found that little is known about the Coming to the most tough part is the conclusion, now
effects of sexuality in advertising, even though many concluding the report the media, finance, advertising
studies have been conducted. There are various should be socially responsible, means that they must
interpretations of what is acceptable, and sex is a understand what exactly they have to do and their
personally subjective, culturally related, and importance in the society. On the other side we the
historically changing issue. Proponents of sexuality common people must be more aware and must be
in advertising include liberals, who abhor censorship able to interpret what is right and what is wrong for
and seek to protect free speech under the First us?
Amendment. Opponents of the use of sexuality in
advertising include feminists, who find such 7. REFERENCES
advertising offensive and degrading to women, and For preparing this report I have taken
conservatives, who support moral values and oppose reference from the various websites.
sexual exploitation. During the 1999 Super Bowl  [Link]
advertisements, sex was a predominate tactic used by  [Link]
advertisers. Garfield (1999) states that the advertising
 [Link]
industry has benefited from the dishonor of women to
/s/[Link]

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  [Link]
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Some of the extracts are also taken from the

newspaper Business standard.