“A wrong image was inadvertently included in the cover page of the advertorial on Uttar Pradesh produced by a marketing department of the newspaper. The error is deeply regretted”
This was an apology issued by the concerned newspaper for an advertisement that was published in its print and electronic editions on the 11th of September, highlighting the development work done by the Uttar Pradesh Government. Unfortunately, the image of the flyover shown in the advertisement was not from UP. As it was later discovered, it was from Kolkata. It was yet another 9/11 when the earth had shaken. It also shook the remnants of the fourth pillar of Indian democracy.
Yes, this was a huge faux passe but why did the newspaper issue an apology? And, that too a newspaper that had made name for itself in taking on the Emergency during the 1970s?
The protocol for an advertisement is very clear. The newspapers only publish the advertisement. The advertisement itself is provided by the client or created by an advertisement agency on behalf of the client. No advertisement can be published without the express approval of the client even if it is created by someone else. The editorial section of the newspaper has no role to play whatsoever.
The apology by the newspaper raises a large number of questions. The credibility of the media has taken a severe beating. In a recent survey carried out by me on the Twitter, I had a question, “According to you, which of the following institutions is carrying out its responsibilities in the best possible manner?”
1. Civil Servants
2. Judiciary
3. Politicians
4. Media
Of more than 3000 participants, 65% voted in favor of Civil Servants, 22% for Judiciary, Politicians 9% and Media was last with 5%. Episodes like the one under discussion will erode the credibility of the media even more. Most of the television channels had lost their credibility long ago. They are seen as aligned and/or promoting (some very aggressively) the agenda of a particular segment. There is hardly any news on these so called “news channels”. They are now seen and perceived as promoting particular views. Many treat them as entertainment channels. Perhaps rightly so. All objectivity has gone for a toss.
In a recent survey carried out by me on Linkedin, as many as 62% voters felt that in comparison to TV news, social media and digital media, newspapers provided the most reliable news. Newspapers still carry some credibility even though in some of the newspapers you have to wade through first few pages of advertisements to discover the page carrying news. Perhaps the huge dependence on advertisement revenue has impacted the quality of news reporting in the newspapers as well. This also largely explains the apology by the concerned newspaper. A newspaper that could take on a powerful Central Government during the time of emergency now succumbed because perhaps it could not take on a not-so-powerful (??)state government. Only time will tell whether the editorial content of the newspaper will or will not be impacted. The newspaper in question was one of the few leading National dailies, at least till a few years ago, where one could look at objective presentation of news. It will indeed be a pity if there is a climb down. I had personally given up watching television news channels long ago because it appeared that only decibels determined TRP ratings (though the TRP ratings have also been questioned). Soon thereafter, I gave up reading newspapers as well as it was becoming increasingly difficult to find news in newspapers. The last newspaper that I subscribed was this one because it provided news and balanced views. Hence, the apology by this newspaper came as a surprise. I am sure there must have been compulsions to do so.
Now, where does the news-hungry reader/viewer go? Social media emerged as an option. It provided limitless choices. The internet came handy. In fact, it also provided an opportunity for a two-way communication and in some ways pretty fulfilling. However, here too, manipulation started. There is now an information over-load. Worse is the increasing prevalence of fake news, most of which is being peddled as genuine one. Technology has enabled photoshopping and manipulation of images that can be extremely damaging socially and morally. It is free for all there and extremely difficult to regulate.
Another disturbing development in the social media has been the role now being played by organized troll armies. The language being used is becoming worse by the day and in many cases abusive.
Comparatively speaking, newspapers still have a sense of responsibility and accountability unlike the social media. Hence, it is still way ahead of visual media as well. The reader still has a lot of faith in the printed word even though it is eroding gradually. Hence, when events like the one that happened to this newspaper happen, it shocks the sensibilities of those that still believe in the mainstream print media. The reader would still like to believe that this part of the crumbling fourth pillar will still hold on, hold on to sustain Indian democracy.
A newspaper that could take on a powerful Central Government during the time of emergency now succumbed because perhaps it could not take on a not-so-powerful (??)state government. Only time will tell whether the editorial content of the newspaper will or will not be impacted.
