Media is the most powerful tool to reach a large section of audience and inform them about the latest happenings.

However organized media is easily converted into propaganda. That is sending a concerted set of messages aimed at influencing the opinions of large numbers of people. As opposed to impartially providing information, propaganda in its most basic sense presents information in order to influence its audience.

Propaganda often presents facts selectively to encourage a particular synthesis, or gives loaded messages in order to produce an emotional rather than rational response to the information presented.

The desired result is a change in mindset of the target audience to further a political agenda.

The mass media in India was generally considered as autonomous, impartial and fair in reporting. However in recent times it has lost a great deal of respect especially after the parliament vote for cash – tapes issue. The media has become judgemental, partial and to a large extent controlled & influenced by a certain group of people with vested interests.

There are several instances where it has not played an fair & objective role:

1. Our parliament was recently witness to the most shameful act in democratic history. MP’s were being bought by the UPA to stay in power in the recent trust vote. Rajdeep Sardesai was aware of the scandal and betrayed those who were managing the sting operation. He is the managing editor of the channel CNN IBN that was conducting the sting operation and he personally ensured that the tapes were not telecast that day.

2. Suicide of a Muslim man who married a Hindu girl received huge coverage. It sparked of candle light vigils, discussions etc. But a murder of a Hindu man by his muslim In-laws exactly during that time, received absolutely no coverage.

3. Thousands of Kashmiri Hindu’s were killed and millions displaced from their homes.They are forced to live like refugees in their own country. There is a shocking silence on this issue with absolutely no media coverage, interviews etc to tell their side of story.

4. In almost every exit poll before election results, the media portrays BJP as a loser. It has become so repetitive that most pollsters and journalists have lost credibility. Even a roadside Chai Wala is able to predict the polls better that our so called election survey experts. It appears to be a direct attempt to influence the voter.

5. All news involving Dalits or scheduled castes are shown as symbols of Hindu caste oppression. Whereas most such ghastly acts are simple cases of criminal intent with economic status and not caste being the major issue. Similar acts of discrimination within other religions are never taken up by the mainstream media.

6. M.F Hussain is glorified by liberals to attack and portray Hindus as fanatics. But there was no media noise when an absorbing Hollywood movie – Da Vici Code was banned and there were several violent protests across the country.

The main reasons for the selective propaganda by Indian media could be:

• Most leading journalists and media barons are Christians ( Pranoy Roy )

• They are educated and indoctrinated in Christian run institutes like Stephens college (Rajdeep Sardesai)

• The media companies in India are completely in control by western companies through cross holdings (CNN, NBC, Viacom).

• The media is advertising driven and almost all leading Ad companies in India are foreign subsidiaries of global Ad companies.

The propaganda unleashed by the Indian media can be countered by supplementing the existing media channels and using internet as a tool to spread truth. Already in most western countries, TV and newspaper viewings are rapidly shrinking. Using Internet, ordinary individuals now have the same tools of potential exposure on a scale comparable to large media companies.

So switch off your TV remote and start blogging!