Niche Media: Saviour to Democracy

Language, Culture & Digital Media: Emerging Trends & Challenges

7 Pages Posted: 24 May 2021

See all articles by Srachna Sachdeva

Srachna Sachdeva

Govt. Degree College - Dept. of Journalism & Mass Communication

Date Written: JANUARY 22, 2021

Abstract

Niche Media: Saviour to Democracy
Dr Srachna Sachdeva
Assistant Professor, JMC
DU GDC Narendranagar
Tehri Garhwal Uttarakhand

Niche media is no longer the niche. In the true sense, it has emerged truly as a medium which is
actually maintaining the true function of media in a democratic setup where one can have
plurality of views on a particular event or topic. In essence, it is working as a watchdog of other
three pillars of democracy. With the proliferation of internet and communication technologies,
there is a rapid sprout of web based activities that are strengthening democracy. Recently the
Attorney General KK Venugopal said that Freedom of speech on social media should not be
curbed and any move to do so may invite litigation, the government's top law officer has said,
adding that it is unbecoming of a "healthy democracy". The Supreme Court does initiate
contempt cases but only in the rarest of rare case.
Recent events like Sushant Singh Rajput’s suicide case, drug paddling, Kagna Ranaut’s case all
attracted much attention on the television medium and social media. Many individuals were
vocal in expressing their views. The true essence of democracy is reflected on these powerful
niche platforms that vie much powerful influence. This very much reflects the potential of social
media platforms in its true spirit.
It is important to understand salient points about the main stream media led by major corporate
houses and Media Mughals who try to maintain their balance sheets through legacy journalism.
The 20 th century is marked by far reaching shifts in the media environments which paradigms
major shifts and reshuffling of media businesses. Earlier the debate was about mass vs niche
media but now with the overarching reach and access to the new media technologies, we see a
hybrid media which is a mix of both mass and niche media characteristics exist. People now are
creating their niche media online and reaching to greater, larger extent that was earlier not
possible. The most important characteristics of the niche media is that one can know who, from
where and when is following and get the feedback which at times is personalized.
The paper aims at evaluating the impact of niche media which is in its true essence serving to
strengthen the democracy where plurality of voices can be heard and people are free to make
their own opinions while getting exposure to various voices on any impending important issue.

Keywords: Media Environments, Democracy, Niche, Journalism, Feedback, Communication TechnologiesMedia Environments, Democracy, Niche, Journalism, Feedback, Communication TechnologiesMedia Environments, Democracy, Niche, Journalism, Feedback, Communication Technologies

Suggested Citation

Sachdeva, Srachna, Niche Media: Saviour to Democracy (JANUARY 22, 2021). Language, Culture & Digital Media: Emerging Trends & Challenges, Available at SSRN: https://ssrn.com/abstract=3850557

Srachna Sachdeva (Contact Author)

Govt. Degree College - Dept. of Journalism & Mass Communication ( email )

India

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