*Career Opportunities in Mass Media
Mass media generally refers to a medium specifically designed to reach large audience.
The term was first used in the early twentieth century with the advent of radio networks,
mass-circulation newspapers and magazines. The definition and scope of mass media
keeps on changing as digital technology develops, taking it into new directions. Beth
Lane (2007) writes, ?Until recently mass media was clearly defined and was comprised
of the eight mass media industries; books, newspapers, magazines, recordings, radio,
movies, television and the Internet.? However, the continuing advancement of digital
communication technology is producing confusion on the subject as new technology
breeds new questions.
Lane raises a question four years back on whether cell phones can be included in a
definition of mass media. With the rise of phone internet and some websites from where
group SMS can be sent, and also looking at the definition of mass media, it is clear that
phones can now be included in mass media toady. In the internet website
www.smsgupshup.com, one can set up his/her own group and send free text messages to
everyone in that group. And in fact this website is so popular among Indians that some
group owners even earn money through advertisements.
Assessing the significant effect of media on people Shelly Field (2006) writes: ?Every
time you make a decision to buy a product, choose a vacation spot, vote for a political
candidate, watch a television show, go to a movie, read a story about an entertainer,
celebrity, new product or business, or even choose a Web site search engine you are
feeling the effects of both of these disciplines.? As such, career in mass media is
challenging and demanding. It is also glamorous, fun and rewarding.
Conventional Career Options
The traditional career options chosen by individuals or parents for their wards were:
? Civil Services
In fact, a lot of us had made good progress in these careers in the past decades
establishing ourselves as secretary to federal governments, managers in banks and public
and semi-public undertakings. And we are still strong in these sectors. However, a nation
such as us in this trying time of our history needs professionals in other fields. By this I
do not mean to trivialise or belittle their contributions.
Redraft version of paper presented at KSO Shillong?s Interaction on Career Planning,
held on November 6, 2010.
Listed Priority Areas for Kukis
Our neighbouring communities have written a lot about us, mostly despising us in a
number of ways and areas. We need to debunk their false testimonies about how they
push forward their propaganda. Lasting challenge in this regard can be done through
academic research and publications of such works in journals and books. The focus of
academic research since the early 1990s has made a milestone in this field, but we still
need to reach a stage of audacity.
Even though one of the focus areas at the start of this new millennium we have not made
a breakthrough is this profession. A legally strong community can check and question
every intrigue policy of governments in collaboration with other civil society
organisations. For example, some say Sadar Hills was in principle agreed by the central
government for a revenue district and thus the creation of Sadar Hills Autonomous
District Council. This can be legally questioned and forced the state government to
declare it. For this we need a strong lobby headed by a guild of lawyers. In this regard the
formation Legal Committee by Kuki Inpi, Manipur is appreciated and needs to be
3) Mass Media
Media is such a strong force that shapes peoples mind and even institutions through their
reporting and opinions. During the recent darkest years of Kuki history there were glaring
instances of manipulation of facts in the medias, and therefore shapes the opinion of the
babus at the centre. We have suffered in the hands of others mostly in these two decades
albeit in a lesser degree prior to 1980s. Such sufferings, the landmine episodes in Chandel
district and underdevelopment in the interior areas can be highlighted through this
Why Mass Media?
Mass media has become an important agent that shape peoples opinions, desires and even
decision, especially in this digitalised and revolutionised twenty-first century. With this
revolution many areas spring-up as an employment potential as well as an opportunity to
highlight the glaring apathy to our society by the state and central governments.
Mass communication is the term used to describe the academic study of the various
means by which individuals and entities relay information through mass media to large
segments of the population at the same time. It is usually understood to relate to
newspaper and magazine publishing, radio, television and film, as these are used both for
disseminating news and for advertising.
Mass communication is a broader field that includes Journalism: the collecting,
writing, editing, and presenting of news or news articles in newspapers and magazines
and in radio and television broadcasts. It also includes the expanding and mushrooming
news and entertainment channels: the wider spectrum includes: films, radio, television,
newspapers/magazine and internet.
A relatively different career option provides:
? Creative satisfaction - a subjective phenomenon
? Provides opportunities to meet interesting people
? Opportunities to visit all kinds of places
? Decent income
? Recognition for what one does
? A position to influence things ? bring about small differences in the lives
of the people through stories
? Because of proliferation of mass media in India, there is a shortage of
trained hands to do the required jobs,
? The electronic and digital revolution and the consequent communication
revolution is certainly a fact of life in the twenty-first century,
? In this age of information revolution, mass media has assumed significant
Types of Job
? Public Relations
? Development Communication
? Book Publishing
? Documentary Films
A) Post Graduate Courses (Top 8 Institutes)
1) Film and Television Institute of India
Established in 1974, Film and Television Institute of India, Pune offers courses in
direction, acting, cinematography, art direction and production design, editing, animation
and computer graphics, sound recording and sound design, and feature film screenplay
writing. More information: www.ftiindia.com
2) Indian Institute of Mass Communication
The Indian Institute of Mass Communication in Delhi was established on August 17,
1965. The institute conducts training programmes for Group "A" and group "B" officers
of Indian Information Service.
The institute offers postgraduate courses in Journalism: Advertising and Public
Relations and Radio & TV Journalism. On August 14, 1993 a branch of IIMC was
opened at Dhenkanal, Orissa. The branch conducts a PG Diploma course in Journalism,
besides short courses and workshops.
4) Mass Communication Research Centre, Jamia Millia Islamia
Mass Communication Research Centre, Jamia Millia Islamia in New Delhi offers:
? M.A. in Mass Communication.
? M.A. in Convergent Journalism
? P.G. Diploma in Development Communication
? P.G. Diploma in Broadcast System Maintenance
? P.G. Diploma in Still Photography & Visual Communication
? P.G. Diploma in Graphics & Animation
5) Satyajit Ray Film and Television Institute (SRFTI)
The Satyajit Ray Film and Television Institute (SRFTI) in Kolkata was established in
1995 as an autonomous academic institution under the Ministry of Information and
Broadcasting. PG Courses offered are: direction and screenplay, cinematography,
audiography, and editing. Website: http://srfti.gov.in
6) Asian College of Journalism, Chennai
ACJ founded in 1994 by the Indian Express group which offers PG courses in Journalism
with specialisation in Print, Television, and Radio or new Media. Website:
7) Mudra Institute of Communication and Advertising (MICA)
MICA, Ahmedabad offers postgraduate programmes in Communications Management
(PGPCM), Crafting Creative Communications (CCC), Retail Communications
(PGPRCM), and Visual Merchandising and Retail Communications.
It also offers online programmes in Post Graduate Certificate Program in
Advertising Management & Public Relations, and Post Graduate Certificate Program in
Research and Analytics. Website: www.mica-india.net
8) Xavier Institute of Mass Communication
Established in 1969, Xavier Institute of Mass Communication, Mumbai offers diploma
courses in Journalism & Mass Communication, Public Relations and Corporate,
Communication, Advertising & Marketing, Digital Animation, Film, Television and
Digital Video Production.
There are also Certificate Courses in Technical Writing, Public Speaking,
Photography, Radio Jockey, Creative Writing, Extension Programmes, Wins in Personal
Selling, Poetry Writing. Website: www.xaviercomm.org
B) Under Graduate Courses
Almost every university in India is offering a degree course through its affiliated colleges
? St. Anthony?s College, Shillong
(Mass Communication and Video Production, Media Technologies)
? Delhi University Colleges
? Patna Women?s College and J D Women?s College.
? Distance Learning Programmes offered by IGNOU.
? Most of these courses provide a must internship which exposes students to the
field jobs in the areas of their choice.
Judging an Institution
When looking for admission one must judge a college by the competence of its faculty
members, infrastructure for practical productions and fee charged.
Sweta Singh (2007) listed some of the job titles:
Traffic Manager, Personnel Recruiter, Consumer Advocate, Tour Guide, Media
Production, Assistant Film/TV Director, Commentator, Technical Writer , Media Buyer,
Entertainment Agent, Columnist, Station Programmer Market Researcher, Editor
Circulation Directors, Screen/Script Writer, Lobbyist , Disc Jockey , Camera Operator,
Sales Representative , Librarian, Customer Relations Representative, Biographer,
Radio/TV Newscaster, Journalist/Critic, Audio-visual Consultant, Public Relations
Specialist, Human Resource Administrator, Corporate Trainer, Correspondent,
Advertising Accountant Executive, Public Information Officer, Fundraiser, Copy
Writer, Advertising Director, Photographer , Foreign Service Officer, Convention,
Organizer Admissions Counselor.
Some of the prospective employers of Mass Media graduates are Public Sector
Undertakings, television channel companies, stations, libraries/museums,
telecommunications, firms, labour unions, retail stores, hospitals, radio stations especially
FM and health organisations.
Media and Society
In society most of our decisions, beliefs and values are based on what we know through
our experience and also through our assumptions. However, in our daily lives we rely on
the media to get acquainted with current news and facts about what is important and what
we should be aware of. We have put our trust on the media as an authority to give us
news, entertainment and education. Mass media also influence children, teenagers and
society in a big way.
The media makes a lot of money through advertising and we are exposed to it. We
buy what is told to be good in advertisements and we make decisions based on what we
saw on television, newspapers or magazines. Teenagers buy what they see on television
or what their favorite celebrity advertise.
There are some positive and negative influences in young people. An example of
positive influence is that, if there is a sport that is getting a lot of attention by the media
and gains popularity among friends and society, one would like to practice that sport and
have fun with friends and be healthier because of the exercise one is doing.
However, negative influence on teenagers is smoking cigarettes and drinking
wine by celebrities in movies, the constant exposure to sex images, violence and also
thousands of junk food advertisements. Rayuso (2008) says, ?Young people are in a stage
of life where they want to be accepted by their peers, they want to be loved and be
successful. The media creates the ideal image of a beautiful men and women and tells
you what are the characteristics of a successful person, you can see it in movies and tv.?
The results are increasing immorality, anorexia and obesity. There are also women who
are obsessive with losing weight even when they are not obese. Many thin women want
to look like super models and celebrities, so they engage in eating disorder which leads to
severe health problems and even death.
Beth Lane (2007), ?What is Mass Media? The Changing Roles of Mass Communications
and the Media Indistries?, http://www.suite101.com/content/what-is-mass-media--a23017
Rayuso (2008), ?Mass Media Influence on Society?, http://hubpages.com/hub/Mass-
Shelly Field (2006), Career Opportunities in Advertising and Public Relations (fourth
edition), New York: Ferguson Publishing.
Sweta Singh (2007), ?Careers in Mass Media?,