Social Responsibility and its use (Essay Sample)

SOCIAL RESPONSIBILITY AND ITS USE The social responsibility theory defines the role of a media entity in itsfunctions, which makes it responsible to the actions in disseminatinginformation to the society. Schramm, W, Siebert, T & Pereson (1949) positthat the power of and near monopoly of the media impose them an obligationto be socially responsible, to see that all sides are fairly represented andthat public has enough information to decide and that if the media do nottake on themselves that responsibility, it may be necessary for some agencyof the public to reinforce it. Social responsibility role of the media has enabled it to eradicate socialills in the society (drugs, irresponsible sexual behavior, healthy living),educating people, checking the excesses of the government and bringing tolight other ills ingrained in the social fabric. The media has to own up tothe fact that it has an obligation to the society. The power and apparent influence of the media was realized long ago. Allgovernments since independence, in a bid to further their agenda and holdon to the rein of power, corporate institutions, influential and powerfulpoliticians and individuals have sought ways and means to control andregulate the media industry not only wanting to limit its legitimate rightto write, broadcast and publish freely but also to posses it, manipulateit, subject it to mere puppets that can be pulled by the strings and toreduce the media to tools of third grade propaganda. The role of the mediathus is to strike balance, where no one is overlooked in order to ensure ademocratic society free from the influence of those in power. No partyshould be overlooked (Retief 2002:84) This can best describe the media industry in the post colonial days.Several strides have been made in order to emancipate the media from thisvested interest that rob the media of its 'social responsibility' purpose.We can see this through the enactment of the new constitution in 2010,which emphasized media freedom. Kenya has made strides in the mediaindustry in the effort to fully liberate the media, as other countries likeMalawi, South Africa, Ivory Coast, Ghana and Nigeria. However othercountries are yet to embrace the media freedom. In other words the media isstill controlled by the government and dissent is not welcome. Suchcountries include Uganda, Zimbabwe and Republic of Congo. The Arab uprisingsaw many journalists lose their lives while covering the protests which aredetrimental to media freedom. War prone countries also do not support thegrowth of the media as independent institutions. Global, regional and local trends in good governance that provide freedomof expression and above all media institutions that safeguards the freedomof the media through self-regulation and advocacy, seem to be working infavour of the media by advancing the principle that a free media is one ofthe pre-requisites for good governance and a legitimate voice of the publicopinion and interest. This helps to remind those in power, whatever power,wanting to restrict the media, to be a little restraint for want of a goodscore on the governance score card. The media does this by trying as muchas po...