Media Education: Demanding yet Challenging

She is the Director and Professor at School of Communication, Manipal University, Manipal. Her current responsibilities include teaching, research and administration. She has been a faculty member of Sheshadripuram College, Acharya Institute of Graduate Studies and Manipal University, Bangalore in her experiences. Her expertise includes Status of Media and Current Affairs, Media Laws and Ethics and Marketing Research.

- Dr. Nandini Lakshmikantha

Technological revolution has brought tremendous change in the overall pattern of life. Competition being the cue word, the success of a company or an individual largely rests on the communication skills while reaching out the target audience. To keep public – both internal and external informed, various channels are utilized by both public and private companies. This change has obviously reflected on the employment opportunities for a media, who traditionally aimed to slip into the shoes of a journalist in a leading newspaper or a television channel.

Globalization, Liberalization and Privatization embed with technological advances in the field of telecommunication changed the entire status of media and the concept of employment related to media. The insurgence of private channels and the competition faced for the survival not only increased competition between the channels but also need for people who can fill the dearth for creative content. Past two decades also saw a tremendous growth in seekers through online. On the third front, a highly competitive corporate world developed, which came with a concept of global marketing. When migrating hired employees became common, keeping them informed and educated about the company was felt essential by the management thus creating space for Corporate Communicators, who handled the internal public largely efficiently.