Page 1 - LN- Sub topic 3-setting agenda,The Khabar Lahariya Story
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SAI INTERNATIONAL SCHOOL
                                                 SESSION 2020 – 21
                                                       Class – VII
                                                          CIVICS
                                        CH- 6: UNDERSTANDING MEDIA
                                                       LESSON NOTES


                                     Sub-Topic 3 : SETTING AGENDAS

                                               The media also plays an important role in deciding what
               SETTING AGENDAS                   stories to focus on and therefore, decides on what is
                                                 newsworthy.
                                               By focusing on particular issues, the media influences
                                                 our attention.
                                               Due to the significant influence it plays in our lives and
                                                 in shaping our thoughts. It is commonly said that the
                                                 media ‘sets the agenda’.
                                               The published reports that indicated the level of thinking,
                                                 thus, made us aware of the need to regularly monitor
                                                 the quality and safety standards.
                                               The media positively helps us focus on an issue that
                                                 affects our lives and that we might not even have been
                                                 aware of it had it not been for media reporting.
                                               But sometimes the media fails to focus on issues that
                                                 are significant in our lives. There are several instances
                                                 when media fails to focus on issues.
                                               For eg- drinking water is a major problem in the country,
                                                 we seldom find the media discussing this issue.
                                               It is important for us to be aware that the ‘factual
                                                 information’ that a news report provides is often not
                                                 complete and can be one-sided.
                                          Social Advertising:
                                               Social advertisements refer to advertisements made by
                                                 the government or private agencies that have a larger
                                                 message for society.
                                               It can raise brand awareness, increase sales and
                                                 convert customers into brand advocates.
                                               For eg- Beti Bachao Beti Padhao, Alertness is key to
                                                 safety.
               Local media                Khabar Lahriya:
                                               Khabar Lahriya is a local newspaper of Chitrakoot
                                                 district in Uttar Pradesh.
                                               It is a fortnight newspaper that is run by eight Dalit
                                                 women.
                                               It is written in local language, Bundeli, this eight-page
                                                 newspaper reports on Dalit issues.
                                               Cases of violence against women and political
                                                 corruption.
                                               The newspaper reaches farmers, shopkeepers,
                                                 panchayat members, school teachers and women who
                                                 have recently learnt to read and write.
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