Introduction
Communication changed the lives of many people; and because of the application of various technologies and innovation in communication system, there is no doubt that there is a need for a medium in communication. One of the medium in terms of communication is the media which describes as very influential because it reaches every parts of the world. The continuous evolution of the world makes the media be an essential source of information and entertainment.
What is Media?
Media is entirely refers to communication such as television, radio, newspaper, films and other types, that will transfer information. Media can be also considered as a form of data gathering and storing it, as well. Many people rely in the existence of media and its source of information and in some ways, the media literacy is expecting to affect both genders, adult or young. In the current generation, information can be compressed in a minimum time and broadcasted or hosted different households, and other facilities. The media today is categorized as both entertaining and educational with a fact that it promises accuracy and authenticity.
Challenges
The changes in the environment are the most critical issue and thus the evolution of media is created to accompany the changes. This trend appeared in many countries to increase the competency of the media practitioners. The basic principle in communication is to support the relations in the society along with the effects of globalization and modernization and thus there should be an adjustment. In the journey of adjustments, the improvements are also expected which the practitioners often ignores. The practitioner’s personal growth should be part of their career path and usually the application of technologies and seeking the available opportunities can aid the practitioner’s development (Horton, 2005).
Responsibilities of Media Practitioner
As a practitioner, one must understand that very most principle of media is to deliver the art of literacy. Media literacy is more than just consuming information, it is also the ability of an individual to produce, create and successfully communicate information (Considine, (1995). In that way, the practitioner can be recognized as an effective addressor of the issues or information. Part of the responsibility of the practitioner is to have a responsive way in answering the needs of the society through the ability to access, analyze, evaluate, and communicate information into a variety of format including print and non-print. A practitioner is basically acquired the ability to recognize and comprehend information to the higher order critical thinking skills.
In general, media provides the construction difference relationship between reality and the representations of reality. The media shows a world that is fully selected and carefully assembled to make it seems all but true. The learning here, is to distinguish the things that only the reflection of reality, and that is another part of the practitioners’ responsibilities. Also practitioners enable to conceptualize the audiences as recipients of media messages and mostly, the investigation takes place by exploring the different perceptions and perspectives of the individuals in order to draw the ideas regarding the focus of the report or topic.
Practitioners should relive the principle of media through conveying the messages. If the practitioner successfully investigated the information and delivered it to the people and created influence then, the media itself shows, shapes, reflects and reinforces in reality. Conceptualization is another unique skill of the practitioners which is useful in delivering the information. On the other hand, the media is criticized between the alternative and mainstream media. But because of the learning and experience applied by the practitioners, there is an effective conversation and sharing. As another responsibility of a media practitioner, the assessment of information is tackled because of the wide range of viewers.
In the attempt of mapping the initiatives and associated approach to responsibilities, the media practitioner should be awareness in exploring and developing the relationship between the media and the society. The documents relating to the topic discussed or meant to be discussed should be appropriately compiled or outlined to sort the valuable information and provide better understanding for their audiences. Media practitioners can use the power to encourage the society to participate, consult, and share their ideals which is welcome in terms of politics, economy, and societal issues (Mediawise, 1999).
Conclusion
Media practitioners should employ the sign of professionalism and integrity in their profession, for this is the one and only thing that cannot be stolen by anyone. In addition, practitioners should know the boundaries onto what they are dealing with. Practitioners might learn a lot from their seniors and therefore, but it is not advisable to stick on their seniors’ styles instead, explore their other potential for their own professional development.
References:
Considine, D., (1995). An Introduction to Media Literacy: The What, Why and How To's. Telemedium, The Journal of Media Literacy Vol. 41, No. 2. [Online] Available at: http://www.ced.appstate.edu/departments/ci/programs/edmedia/medialit/article [Accessed 05 July 2010].
Horton, J.L., (2005) The Future of Media Relations [Online] Available at: http://www.online-pr.com/Holding/Future_of_Media_Relations.PDF [Accessed 05 July 2010].
Mediawise, (1999) The Oslo Challenge [Online] Available at: http://www.mediawise.org.uk/files/uploaded/Oslo%20Challenge.pdf [Accessed 05 July 2010]
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