issn : 2454-1877 shodh-chetana...issn : 2454-1877 shodh-chetana april - june, 2016. issue 02 chief...

ISSN : 2454-1877

SHODH-CHETANA April - June, 2016. Issue 02

CHIEF EDITOR Dr. Maheshchandra Joshi

EXECUTIVE EDITOR

Dr. Prashant Bhagat

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SHODH-CHETANA Vol. II; Issue. 2 April - June ,2016.

1] Prof.B.A.Hosur 2] Prof.M.P.Borkar 3] Dr. K.L.N. Sastry 4] Dr.P.P.Malwadkar 5] Dr.AmrutaDeshmukh 6] Prof.Nitin G. Rindhe 7] Prof.Vijay Fulkar 8] Mr. Sanjay More 9] Prof. Mihir Shah 10] Prof.Amit Zodgekar 11] Prof.BhaveshVaity 12] Prof.Niyomi Patel

Editor In Chief:

Dr. Maheshchandra Joshi. [email protected] [email protected]

Executive Editor:

Dr. Prashant H. Bhagat

[email protected] Printed and Published By:

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Design & Setting By: Mr.Vaibhav Pimple. Frequency of Publication:

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ISSN (2454 - 1877)

Copyright 2014., All rights reserved. No part of this publication may by reproduced or transmitted in any form or by any means, electronic, photocopying, recording, or otherwise, without the prior written permission of the publisher.

Shodh-Chetana is a research journal which is publishing quarterly and will be available against subscription only.

Editorial Advisory Board

From the Chief Editor’s Desk

Dear Reader,

I am pleased to Publish first issue of the second volume of our journal ‘Shodh – Chetana’, a great initiative from our side to encourage the frontier of research across the world. It is a multi-lingual, fully Referred Research journal and it’s Advisory Board Consists of the best minds in different arena. This Journal will develop writing skills among academicians and researchers fraternity and will provide them platform form for free expression of creativity and innovative thought process. This journal will build a common forum for researchers, practitioners and academicians to share their research findings, exchanging new theories and promoting good practices in different areas of research. Current issue of the journal has got papers from academicians and researchers. It contains research papers, case study and book reviews. It is our sincere efforts to provide a meaningful platform to academia, researchers and practitioners to jointly explore new concepts, ideas, theories and different applications in research areas. I invite feedback and suggestions from the readers, researchers, academicians for further improving the quality of the journal. Happy Reading, Dr. Maheshchandra Joshi Chief Editor Shodh-Chetana Research Journal, Mumbai -51. Shodh-Chetana ISSN: 2454 – 1877 April - June 2016

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From the Editor’s Desk Dear Reader,

I bring to you the March third issue of the second volume of our journal ‘Shodh - Chetana’. I am sure that like its predecessors, this issue will also deliver a basket full of cognitive inputs to our proficient readers.

This journal will build a common forum for researchers, practitioners and academicians to share their research findings, exchanging new theories and promoting good practices in different areas of research.

The current issue has Four research papers contributed by excellent authors, who have touched upon interesting developments and applications pertaining to diverse areas of commerce.

I invite feedback and suggestions from the readers, researchers, academicians for further improving the quality of the journal.

Happy Reading, Dr. Prashant H. Bhagat, Executive Editor, Shodh-Chetana Research Journal, Mumbai -51.

Shodh-Chetana ISSN: 2454 – 1877 April - June 2016

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SHODH-CHETANA

VOLUME: 2 Issue: 02 April - June 2016

CONTENTS

Sr. No.

Research Title Author Page No.

01 “A STUDY OF GREEN MARKETING IN INDIA AND ITS CHALLENGES”

MR. RAJ A. SOSHTE 001-007

02 “SOLID WASTE MANAGEMENT- WORKING WITH ALMS” MS. NEHA PATANGE 008-013

03 “DIGITAL LIBRARIES: ISSUES FUTURES AND CHALLENGES”

SANJAY N. MORE 014-022

04 “CULTURAL HARMONIZATION: IMPACT OF PRIVATIZATION OF THE ELECTRONIC MEDIA TELEVISION”

MOUSUMI MANNA 023-031

Shodh-Chetana ISSN: 2454 – 1877 July- September 2016

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Shodh-Chetana ISSN: 2454 – 1877 April –June , 2016 1

Abstract

Green Marketing has gained momentum in the context of global warming and climate change and this, in turn, has forced many companies to incorporate the principals of Green Marketing. Recently, Green Marketing has drawn the attention of government and this has forced them to introduce environment-friendly policies. As resources are limited and human needs and wants are unlimited, resources have to be utilized economically and in an environment friendly way. Green Marketing will play an important role in sustainable development. Every firm needs to adopt innovative methods to sustain itself in the competitive environment, thus Green marketing becomes an important aspect which every firm will have to implement in near future, so why not start practicing it immediately. The Government in near future is going to adopt stringent policies to enable sustainable development. The marketers should realize this and head on towards Green Marketing. The paper focuses on the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and also explain the various challenges of Green marketing in India. Keywords: Green Marketing, Environmental Marketing etc..

1. INTRODUCTION :

Today, it seems that every company has a “green” story. And no wonder. Not only does the development and offering of “green” products and services positively

impact consumer and investor perceptions of a company, it can also improve the bottom line. So it’s only natural that businesses in almost every industry are touting the “green” aspects of their products and services every chance they get. But embarking on an uninformed and poorly prepared “green” advertising initiative can severely backfire, exposing a company to investigations and penalties by federal and state agencies, false advertising lawsuits by competitors, and perhaps worst of all, charges of “green washing” from the media and the blogosphere. Any one of these consequences can harm corporate identity and brand value, effectively eliminating any benefits that a green marketing campaign may have conveyed.

According to the American Marketing Association, Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other. Other similar terms used are Environmental Marketing and Ecological Marketing. Indian Government has already introduced Environment Protection Act in1986 and Environment Audit in 1992, the marketers have to realize that with increasing amount of environmental harm caused due to

“ A STUDY OF GREEN MARKETING IN INDIA AND ITS CHALLEN GES”

MR. RAJ A. SOSHTE Assistant Professor,

NSS College of Com. & Eco. Tardeo, Email:- [email protected]

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industrialization and economic development, the Government is going to apply stringent policies to save environment and is going to be even more strict with regards to the development which will cause a severe threat to the environment. The environmental harm which is mainly due to green house gas emissions has caused a severe threat to the climatic conditions and the result of which can be seen in the form of droughts, scarcity of drinking water, floods ruining the agricultural produce etc. 2. OBJECTIVES OF THE STUDY: 1. To study of Green Marketing in India 2. To study the present status and trends

of Green Marketing in India 3. To study the various challenges of

Green Marketing in India.

3. METHODOLOGY OF THE STUDY:

The study is based on secondary source of data collected through various books, articles and research papers published in various national, international journals, websites. 4. PRESENT TRENDS IN GREEN

MARKETING IN INDIA: Organizations are Perceive Environmental marketing as an Opportunity to achieve its objectives. Firms have realized that consumers prefer products that do not harm the natural environment as also the human health. Firms marketing such green products are preferred over the others not doing so and thus develop a competitive advantage, simultaneously meeting their business objectives. Organizations believe

they have a moral obligation to be more socially responsible. This is in keeping with the philosophy of CSR which has been successfully adopted by many business houses to improve their corporate image. Firms in this situation can take two approaches namely use the fact that they are environmentally responsible as a marketing tool and Become responsible without prompting this fact. Governmental Bodies are forcing Firms to Become More Responsible. In most cases the government forces the firm to adopt policy which protects the interests of the consumers. It does so in following ways: • Reduce production of harmful goods or

by products • Modify consumer and industry's use

and /or consumption of harmful goods; or �ensure that all types of consumers have the ability to evaluate the environmental composition of goods.

• Competitors' Environmental Activities Pressure Firms to change their Environmental Marketing Activities. In order to get even with competitors claim to being environmentally friendly, firms change over to green marketing. Result is green marketing percolates entire industry. Cost Factors Associated With Waste Disposal or Reductions in Material Usage Forces Firms to Modify their Behavior. With cost cutting becoming part of the strategy of the firms it adopts green marketing in relation to these activities. It may pursue these as follows:

• A Firm develops a technology for reducing waste and sells it to other firms.

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5. GREEN MARKETING PRACTICES IN INDIA :

Nike is the first among the shoe

companies to market itself as green. It is marketing its Air Jordan shoes as environment-friendly, as it has significantly reduced the usage of harmful glue adhesives. Kansai Nerolac Paints has been at the forefront of paint manufacturing for more than 88 years pioneering a wide spectrum of quality paints. Kansai Nerolac has worked on removing hazardous heavy metals from their paints – among this lead being the most prominent metal. Kansai Nerolac does not add any lead or other such heavy metals in its manufacturing process. Dell has been one of the vendors who focus on producing green IT products. They have a strategy called "Go green with Dell" to sell these products in the market. It also comes in an eco-friendly packaging with a system recycling kit bundled along. Talking about the green commitments of the company, Sameer Garde, Country GM, Dell India, says, "Dell is also actively pursuing green innovations that will be of value in 2009 from data-center efficiency to the use of eco-friendly materials for everything from chassis design to product packaging. Eco Hotels (Ecotels) is a certification system promoted by Hospitality Valuation Services (HVS) International. This system is based on 5 main criteria: environmental commitment, solid waste management, energy efficiency, water conservation, and employee education/community involvement. In India we have Eco-hotels like Orchid, Rodas, Raintree etc. believing and practicing green marketing. According to Harish Tiwari of Infinity Infomatic Pvt Ltd, a well-known distributor, who says,

"We don't find any difficulty in selling green products because the knowledge for these products has increased in us as well in customer. They are ready to pay higher for these products once they convinced." In May 2007, IBM launched Project Big Green to help clients around the world improve the efficiency of IT and better optimize their data center resources. IBM has software and services technologies to help businesses reduce data center energy consumption and cut energy costs by more than 40 percent. Introduction of CNG in Delhi New Delhi, the Capital of India, was being polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG in all public transport systems to curb pollution. Gas Tech Electronic Products (Pvt) Ltd. has invented LPG Kit for motorcycles/scooters (4 stroke and 2 stroke).Can be fitted in 50 cc to 375 cc air cooled , single cylinder 2 stroke as well 4 stroke vehicles with per cent fuel efficiency, with clean exhaust and zero pollution. The following figure shows the amount of pollution caused by different types of vehicles in Delhi, of which maximum pollution is caused by two wheelers. 38 per cent of particulate matter and 61 per cent of hydrocarbons are released by two wheelers alone. Thus the use of LPG kit for motorcycles/scooters will reduce pollution to a great extent. 6. CHALLENGES OF GREEN

MARKETING :

Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is

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especially true in marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Smart business houses have accepted green marketing as a part of their strategy. Though our understanding about green marketing still in the stage of infancy, in this paper the author is trying to identify key ideas in relation to promote green product that may be most relevant to both scholars and the practitioners of green marketing. This paper will attempt to introduce – the terms and concept of green-marketing; about the importance of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy; it highlights the positive and negative aspects; social responsibilities and opportunities of green marketing. Finally it concludes with some problems that organization may face to implement green marketing.

Implementing Green marketing is not going to be an easy job. The firm has to face many problems while treading the way of Green marketing. Challenges which have to be faced are listed as under: • Green marketing encourages green

products/services, green technology, green power/energy; a lot of money has to be spent on R&D programmes. Thus practicing green marketing initially will be a costly affair.

• The customers may not believe in the

firm’s strategy of Green marketing, the firm therefore should ensure that they convince the customer about their green product, this can be done by implementing Eco-labeling schemes. Eco-labeling schemes offer its “approval” to “environmentally less harmless” products have been very popular in Japan and Europe. In fact the first eco-label programme was initiated by Germany in 1978.

• Initially the profits will be very low since renewable and recyclable products and green technologies are more expensive. Green marketing will be successful only in long run.

• Many customers may not be willing to pay a higher price for green products which may affect the sales of the company.

• The firm may give up on Green marketing concept or be forced to practice unfair means to cut cost to sustain in the competition and thus the entire idea of going green will be a farce.

• The firms practicing Green marketing have to strive hard in convincing the stakeholders and many a times there may be some who simply may not believe and co-operate.

It is found that only 5 per cent of the marketing messages from “Green” campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not

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be any verifiable means. A standard quality control board needs to be in place for such labeling and licensing. Indian literate and urban consumer is getting more aware about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By India's ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products. The investors and corporate need to view the environment as a major long-term investment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will lose its market acceptability. CONCLUSION:

Now this is the right time to select “Green Marketing globally. It will come with drastic change in the world of business if all nations will make strict roles because green marketing is essential to save world from pollution. From the business point of view because a clever marketer is one who not only convinces the consumer, but also involves the consumer in marketing his product. Green marketing should not be considered as just one more approach to marketing, but has to be pursued with much greater vigor, as it has an environmental and social dimension to it. With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad. Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner should become much more systematized and universal. It has to become the general norm to use energy-efficient lamps and other electrical goods. Marketers also have the responsibility to make the consumers understand the need for and benefits of green products as compared to non-green ones. In green marketing, consumers are willing to pay more to maintain a cleaner and greener environment. Finally, consumers, industrial buyers and suppliers need to pressurize effects on minimize the negative effects on the environment-friendly. Green marketing assumes even more importance and relevance in developing countries like India Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, the responsibility should not be theirs alone. Ultimately green marketing requires that consumers want a cleaner environment and

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are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution. The industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally "responsible" fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. The world is increasingly concerned about environmental issues, and global consumers, in general, are becoming active in seeking out green products and in “greening” their behaviors. Growing support for green products in the marketplace does not negate the simple truth that the way to your customers hearts and wallets, is through careful attention to their wants and needs (the benefits they are seeking) and providing the products and services that meet those wants and needs specifically and well. Green markets are growing as awareness and interest is growing to the possibilities of Green products and services being available. Better channels of distribution are developing and better communication

tools are in place. Green is quickly becoming the standard by which products are measured, and success in Green Marketing will be the measure of success for many organizations.

7. REFERENCES: � Ackerstein, Daniel S. and Lemon,

Katherine A. (1999), “Greening the Brand: Environmental

� Marketing Strategies and the American Consumer,” in Charter, M. and

� Allaby, M. (1990). Green Facts: The Greenhouse Effects & Other Key Issues. London: Reed International Books Ltd. International Energy Agency. (2006). World Energy Outlook. Paris: OCED.

� Bryman, E. & Bell, A (2007), Business Research methods. Oxford University Press Inc., New York.

� Chaudhary, R. And Bhattacharya, V. (2006, November), Clean Development Mechanism: Strategy for Sustainability and Economic Growth. Indian Journal for Environmental Protection. Vol. 27(10). Pg 919-922.

� Creswell, JW (2003) Research Design: Qualitative, Quantitative and Mixed Method

Approaches. California: Sage Publications.

� Pandey, N.G. (2007). Environmental Management. New Delhi: Vikas Publishing House Pvt Ltd.

� Panneerselvam, R. (2006). Research Methodology. New Delhi: Prentice Hall India Publishing.

� Peattie, Ken (1999), “Trappings versus substance in the greening of marketing planning,”

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� Polonsky, M.J., eds., Greener Marketing: A Global Perspective on Greening Marketing Practice,

� Sheffield, U.K.: Greenleaf Publishing. � Klonski RJ (1991). Foundational

considertional in the corporate social responsibility debate.

� Business Horizons, 34 (4), 9-18 � Ginsburg JM & Bloom, O. (2004).

Choosing the right marketing strategy. MIT sloan

Management Review, 46(1), 79-84 � Fuller, Donald A. (1999), Sustainable

Marketing: Managerial-Ecological Issues, London, Sage Publications

� Grant, J. (2007) The green marketing manifesto. Cornwall: TJ International Ltd.

� Pujari, Devashish and Wright, Gillian (1999), “Integrating Environmental Issues into

Product Development: Understanding the Dimensions of Perceived Driving Forces and Stakeholders,” Journal of Euro marketing, 7,4,43-63

� Rana, Z. (2010, February). Challenge to Business – Changes in India’s Marketing Environment. Indian Journal of Marketing, Vol.40 (2). New Delhi.

� Sharma, A., & Joshi, G. (2006, March). Environmental Issues of India. Indian Journal of Environment Protection. Vol 26(3). Pg 263-267.

� Shah, Praneti. (2010, February). Awareness & Preference towards Carbon Credits – An Initiative to go for Green .Prabandhan: Indian Journal of Management, Vol. 3(2). New Delhi.

� Walley, N. & Whitehead, B. (1994). It’s not easy being green. Harvard Business Review, 72 (3), 46-51

� www.greenmarketing.net/stratergic.html

� www.indiagreen.com •

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ABSTRACT

Solid waste management is a current issue which needs to be addressed. Different policies have been made and new technologies have been found out. But still there is a problem of disposal of solid waste. Advanced Locality Management (ALMs) came forward in 1997 to handle these issues and started with segregation of waste and waste management techniques but after some period they became inactive. As management of solid waste is an urgent need, we have to motivate the working of ALMs. The research paper focus on the issues with respect to inefficient working of ALMs and to conclude with the suggestions on that issues accordingly. Key words – ALMs, segregation, waste management

1. INTRODUCTION :

The problem with solid waste management

lies in segregation of solid waste.

Segregation of waste into two categories

i.e. dry waste and wet waste is essential for

proper disposal of waste. Even though

people are aware of this fact, no strong

action is being taken and no strict

provisions have been made. Until and

unless we work on this factor, waste

disposal will always remain as serious

issue. The waste which is disposed off on

dumping ground is a mixed waste, many

times. There had been issues of foul smell

coming out from dumping grounds and

release of leachate (waste liquid) from

these grounds. To solve this issues dry and

wet waste should be collected and treated

separately. To solve the issues of solid

waste management, Advanced Locality

Management (ALMs) were formed with

the initiatives of Municipal Corporation of

Greater Mumbai (MCGM) in 1997 at

various places to motivate citizens to

participate in solid waste management.

Mumbai’s first Advanced Locality

Management group was established in

Joshi lane of Ghatkopar. The purpose of

ALMs is to handle these issues by forming

a group of people residing in nearby

societies in the same locality. So this is a

civil citizen partnership. ALMs are

focusing more on creating awareness about

segregation of solid waste, waste

collection systems and storage of waste in

separate bins and disposal of waste in

separate bins. In Mumbai, BMC has taken

initiatives in various wards. In A and B

ward, segregation of waste is being carried

out, awareness has been spread,

improvement has been done in waste

collection system. Projects can be

undertaken in collaboration. Rather than

individual, societies can work together and

form ALMs. Finding new places for

“Solid Waste Management- Working with ALMs”

MS. NEHA PATANGE Asst. Prof. Environmental Studies,

NSS College of Comm. & Eco Tardeo, Mumbai

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dumping ground is a major concern

nowadays. If not managed scientifically,

dumping areas are creating problems for

nearby people. To solve all these issues,

we need to understand an importance of

management of waste and action should be

taken towards it.

2. OBJECTIVES OF THE STUDY

:

The study based on following Objectives:

1.To focus on working of ALMs.

2. To spread awareness about working of

ALMs regarding solid waste management.

3. To study the reasons behind ineffective

working of ALMs.

4. To find out the solutions so that we can

go ahead with solid waste management

with the help of BMC and ALMs.

5. Find out strategies to implement the

provisions made under various laws.

3. METHODOLOGY OF THE

STUDY :

The study is based on secondary source of

data collected through various books,

articles and research papers published in

various national, international journals,

websites whenever required.

4. CURRENT SCENARIO OF

ALMs:

Initiatives were started by BMC and it was

decided to stop accepting mixed waste and

issue legal notices to housing societies that

fail to segregate waste at the source. But in

real sense this is being practiced at very

few places. In current scenario,

corporation is allowing compactor trucks

to collect mixed waste and no penalty is

being charged for the buildings that are not

segregating waste at the source. To start

with waste management, ALMs took

initiatives for segregation of waste and

encouraged composting of waste. ALMs

were formed either with members of one

housing society or a group of housing

societies in a same locality and they were

committed to improve the quality of life

with close cooperation with the MCGM.

ALMs are registered with municipal ward

office and appointed a nodal officer to

coordinate with ALMs and attend to

citizen complaints. Nodal officer is

supposed to coordinate with all the actions

with different departments of MCGM.

MCGM has allocated areas to a nodal

officer to attend to the complaints. After

some period citizens did not find it

comfortable to form ALMs of their own

community members. Then conflicts

started between ALMs and MCGM about

segregation of waste. The conflict is still

going on.

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MCGM has set up 648 ALMs across 24

wards of Mumbai which is covering entire

Mumbai almost. In A and B ward of

Mumbai, ALMs have achieved waste

management to some extent. Highest

numbers of ALMs are present in H and K

ward, which are having highest

vermicomposting units. So if managed

successfully, we can actually achieve zero

garbage. But only 41 ALMs are working

effectively at present. In some of the wards

of Mumbai, citizens were satisfied with the

working of ALMs but slowly, there was a

decrease in interest for participation in

MCGM activities. As soon as contracts of

waste management were given to private

parties, there are no any checks on the

working of contractors with respect to

collection and transportation of waste and

safety measures of workers.

Most of the people are unaware of ALMs

in their area and in other places; there is no

record of accurate contact numbers of

ALM offices in most of the wards. Most of

the people participated are senior citizens

and housewives which are no longer

willing to act because of health problems

or lack of time or disinterest shown by

other members. In some of the areas,

regular meetings are not happening with

ALM members and MCGM.

In 2004, under MSW rules, MCGM issued

notices about public awareness

programmes for waste segregation and

also proposed to charge fines. Citizens

were notified to store the dry and wet

waste separately but all these things are on

the paper only. Practically none of the

rules are getting implemented. In Mumbai,

there is an absence of direct contact

between local government and the

communities because of diverse

background of communities. Even, we are

not that bothered about such kind of

communication to solve such issues as a

citizen of India.

Solid waste management requires labors at

different stages right from collection to

disposal. If labors are not trained properly,

waste will not be handled efficiently. Most

of them are not aware of the health hazards

caused by unhygienic handling of waste.

Various local government bodies are

involved in waste management at different

levels so there is lack of coordination

between them. There are some financial

constraints with respect to provisions of

solid waste management. All the local

bodies are not efficient to spend enough

money on waste management.

Community bins should be appropriate in

terms of design and capacity. At most of

the places, bins are not in proper condition.

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Open bins are creating nuisance in that

area. Community bins are not of sufficient

size to handle large amount of waste which

is being generated because of huge amount

of population in particular area. For all the

equipment’s of waste management, regular

cleaning and maintenance is required

which is not happening practically.

Damaged parts of the equipment’s can’t be

repaired as most of them are imported

from other regions. There is shortage of

vehicles in urban areas to collect the large

amount of waste.

5. LAW PROVISIONS TO

SUPPORT WASTE

MANAGEMENT:

Ministry of Environment and Forest has

notified Municipal Solid Waste Rules in

2000. According to these rules, there are

some specific provisions for collection,

segregation, storage, transportation,

processing and disposal of municipal solid

waste which are applied to all the

municipal authorities. It is mentioned that

solid waste should be managed and

handled as per the rules. According to

‘Maharashtra Non-Biodegradable Garbage

(Control) Act, 2006’, it is the duty of every

occupier of the land to segregate waste

into two parts, biodegradable and non-

biodegradable waste and no person is

allowed to throw any biodegradable waste

into drains, pipes, wetlands, natural lakes

etc. According to Maharashtra Plastic

Carry Bags Rules 2006, plastic bags of

less than 50 microns thickness are banned

in the state. As per these rules it is our duty

to start with segregation and management

of waste. As these rules are not getting

implemented strictly, awareness of

segregation of waste and its management

has become a difficult task. BMC along

with ALMs should follow these rules

strictly.

6. METHODS TO IMPROVE

WASTE MANAGEMENT :

The very first step is to make people aware

of such systems. At majority of places

people are not aware of ‘Advanced

Locality Management’ system which is

acting for waste management. We need to

analyze mindset of people residing in a

particular area with respect to segregation

of waste so that work can be done to make

them aware as per the level of their

understanding. Working of ALMs should

be analyzed, ward wise. To find out the

problems behind ineffective working of

ALMs in majority of areas. Even though

housewives and old age people are

actively involved in this, support from all

the members of society is essential. At

some places, ALMs are complaining that

BMC is not cooperating with them. To

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start on this, first of all BMC will have to

invest more in dust bins for Mumbai so

that people will become publically aware

at the source itself.

If it is made compulsory for housing

societies and different bins are provided

for different kinds of waste, people will

start using it and segregation may become

successful and amount of waste coming to

the dump yards will be reduced. At some

places, BMC employees are really willing

to work on different projects related with

waste management provided local people

in that area are ready to cooperate.

7. CONCLUSION:

Paper reveals the need of spread of

awareness about management of waste. If

this is done, rules made for solid waste

management will show the effective

results. People should try multiple options

for ‘waste minimization’ and ‘segregation

of waste at source’. ALMs should be

promoted towards management of waste.

For the effective working of ALMs

youngsters should participate actively

along with aged people and housewives.

After proper segregation, different

techniques of management, such as

composting, vermicomposting of wet

waste can be suggested. If we work

together, Awareness can be spread in

schools and other education sectors of the

particular ward as it has been done in ward

B by ALMs. We should participate in all

this process along with ALMs so that

ALMs will not be just on the paper. They

will become active in management of

waste in each ward of Mumbai.

8. REFERENCES :

� M.P.Joshi, S.B.Patil, K.Mourya ,

2013. International Journal of

Computer Applications (0975 –

8887) .

� Darshini Mahadevia,Bela

Pharate,Amit Mistry December

2005. New Practices of Waste

Management- Case of Mumbai.SP

Working Paper Series, Working

Paper No. 35

� Ashwini Kanade, Deepanand G C,

Prachi Patnaik, Santosh Dwivedi,

Period of Study: 1st to 10th April

2006, Status Report of ALMs in

Mumbai.

� ALM Manual.

� The Round-table Discussion on

Promoting Decentralised Waste

Management in Mumbai, 17 July

13


2013. Institute for Community

Organisation Research,Goregaon

East.

� Christian Zurbrügg,2002. Urban

Solid Waste Management in Low-

Income Countries of Asia-How to

Cope with the Garbage Crisis,

Urban Solid Waste Management

Review Session, Durban, South

Africa.

14


Abstract The digital library is an electronic facility

where the information is acquired, stored

and retrieved in digital form. Today digital

world is connected with creating, sharing

and using information increasingly in the

digital form. Modern Libraries use digital

technologies towards this goal. Several

factors come together in making the digital

libraries effective in meeting the needs of

the readers. Realising its significance, the

government launched several initiatives in

this direction.

1. Introduction

A Digital Library can be seen as a

highly organized collection of electronic

learning resources. Digital Library uses a

media server and with the help of search

engines it enables online access of

information. While search engines cover a

wide range of subject areas, Digital

Libraries are more narrowly focused

around one or a specific group of

disciplines, and the digital libraries

provide content that is specific and with

highly descriptive metadata to describe

each item in the collection. When a user

conducts a search in the digital library it is

this metadata that is searched. Digital

Library provides information in which all

the functions of acquisition, storage,

preservation, retrieval, access and display

are carried out through the use of digital

technologies.

Digitization is an electronic

process of converting information from

analog to the digital format. The process of

digitization involves the scanning of the

material to be digitized. The scanned

images are collected in various standard

formats like JPEG, MHEG, MPEG, and

HYT etc. depending upon the type of

documents to be digitized. Digitization is

also a high-speed data transmission

technique. It is the conversion of any fired

or analog media such as books, journal

articles, photos, paintings, and maps etc.

into electronic form though scanning.

Sampling or readying is carried out by

using various technologies. The present

paper is an attempt to understand the

setting-up and maintenance of a digital

library for the use of public. Various

merits of Digital Libraries are explained.

We explore the role of the conventional

librarian in the context of providing

digitalised of information. WE capture

some of the government initiatives in

“ Digital Libraries: Issues Futures and Challenges”

SANJAY N. MORE Librarian at Chetana’s H.S. College of Commerce and Economics,

Smt. Kusumtai Chaudhari College of Arts,

Bandra (East), Mumbai 51

15


creating Digital Libraries through specific

institution. he next section explains the

technical aspects of a digital library and

then explores the working of these

libraries. The paper concludes with brief

review of measures so far in creating the

digital libraries in India.

2. Definition of Digital Library

Digital Library is defined as “an

organized collection of multimedia data

with information management methods

that represent the data as useful

information and knowledge to people in a

variety of organization contexts” [Ansari

(2003)].

According to Larson, “Digital

Libraries are not single standalone

repositories of digital data. They are a

heterogeneous collection of network-based

repositories using a variety of protocols for

user’s interaction, data encoding and

transmission” [Tripathy and Hans (2012)].

Waters defined that “Digital

Libraries are organizations that provide the

resources, including the specialized staff to

select, structure, offer intellectual access

to, distribute, preserve the integrity of and

ensure the persistence over time of

collections of digital works so that they are

readily and economically available for use

by a defined community or set of

communities” [Lakshmi (2004)]. From the

above definitions it is possible to draw the

following characteristics of a digital

library:

3. Characteristics of Digital Libraries

Digitization has benefits beyond

improved accessibility to a library that can

protect originals from excessive and

repeated handling. Digitization can be a

preservation strategy for the Library. Some

of the characteristics of a Digital Library

are as under:

3.1 Collection

Digital Library contains fixed,

permanent documents. While the

conventional libraries have more dynamic

collections, digital environment will

enable quick handling.

3.2 Work

Digital Library is to be used by

individual working alone. There is work-

oriented perspective. Focus is on the

information analyst, work that is being

done and the document in use.

3.3 Technology

Digital Libraries are based on

digital technologies. The underlying

assumption is that the Digital Libraries

will contain only digital materials may be

wrong. It is likely that both and non-digital

information material will have to coexist.

3.4 Trans-bordering of Information

16


It helps in eliminating the physical

boundaries of data transfer within and

outside the countries. It is viewed as a

support for communication and

collaboration and is considered important

for easing the information-seeking

activities of the community.

4. Merits of Digital Library

i) The digital library would allow access of

information by the use of electronic

resources from anywhere in the world.

ii) Digital library resources can be used by

a large number of users at any given point

of time.

iii) Unlike the conventional libraries, it

allows a large number of users to

simultaneously access any particular

document.

iv) Materials in digital library will never

go out of print and new editions can easily

be created. Further, any user can carry

several titles at a time on a portable reader

and over a period of time can build a

personal library.

v) The E-Publications provide aids of

connectivity, audio visualization,

customizability, creation and revision of

document, interactivity and rapid

information retrieval.

vi) Digital libraries help resources sharing

among libraries.

vii) Digital libraries save the space that is

required for physical documents.

vii) Digital libraries provide for

bibliographical information, retrospective

search, and union catalogue, abstracting

and indexing of periodicals with relative

ease.

5. Functions of Digital Library

Following are some of the main

functions of a Digital Library:

1) Providing access to a very large amount

of information.

2) Supporting the multi-media content.

3) Network accessibility.

4) Providing user-friendly interface.

5) Supporting advanced search and

retrieval exercises.

6) Ensuring availability of information

over a very long period of time.

7) Supporting the traditional library

missions of collection development,

organization access and preservation of

information.

8) Supporting the editing, publishing,

annotation and integration of information.

6. Objectives of Digital Library

The objectives of digital library are

as follows:

1) To collect, store, organize and access

information in digital form via

communication channels.

17


2) To meet the requirements of patrons by

providing better services.

3) To provide personalized and

retrospective services in an efficient way.

4) To have large digitized databases.

5) To reduce costs involved in library

activities.

6) To minimize storage and space

problems of large libraries.

7. Components of Digital Library

Following are the very essential

components in creating a digital library

7. 1 Hardware

The minimum requirements of

hardware for digital library are as under:

• A computer,

•LAN or WAN,

•Scanners,

•Digital Camera,

•Networks,

•Storage Devices,

•Wi-Fi tower and CDs,

•Printers Modem & CD Writer,

•Hard Drives, Removable hard

drive,

•Monitors

7.2 Software

The software requirements of a

digital library are:

•Linux Operating System,

•Digital Library Software like

Greenstone and D-space,

•Editing Software,

7.3 Human Ware

The key skills that are required for

efficient functioning of digital library staff

are as under:

• Management Skills- to co-

ordinate the different activities of a digital

library.

• Technical Skills- to maintain and

service the system.

• Subject Skills for effective

cataloguing and sorting of material.

8. Digital Conversion Process

We now turn to the actual process

of creating a digitized data base for the use

of the digital library. Digital Conversion

Process, which includes text, bibliographic

or full text, photograph, diagrams, charts,

maps, colour images, etc., is converting

the available material into digital or

electronic form. The material may exist

either in print or non-print form. They may

be published as a single unit or may be

part of a collection.

8.1 Data Capture

It includes manual data entry,

optical character recognition or imaging

using scanners.

8.2 Data Processing

The text in the convertible

document may require conversion of

diacritics or special characters images may

18


be in need of enhancement, amplification

or compression.

8.3 Storage available

The digitized information need to

be recorded in proper digital storage

medium. This allows safe-keeping of the

records. The various storage devices

available are: hard disk, magnetic tape,

optical CD-ROM, or networks with

workstation to access the information.

Selection of a particular storage device is

governed by the quantity of data and the

financial resources available to the library.

8.4 Indexing and Processing

Digitized document need to be

processed using standard protocols and

indexing system. This facilitates easy

access to the available information.

8. 5 Retrieval/Display

It is the process through which the

available information is displayed for the

benefit of the user.

9. Process of Digitization

Digitization refers to conversion

of an item given as a printed text,

manuscript, image or sound film and /or

video recording into digital format. The

process basically involves taking a

physical object and capturing it using a

scanner or digital cameras and converting

to digital forms that are stored

electronically and accessed via a

computer.

Issues and Challenges of Digital

Libraries

It is seen that with the

advancements in the Information

Communication Technology (ICT), the

Digital Libraries are growing up. Though

they provide information with little or no

delay, they are not free from problems.

Following are some of the issues and

problems faced in the development of

Digital Libraries.

1. Quality Problems

A digital library is not only a

collection of material for the users but also

provides value added services. It has to

cater to the distinctive requirements of its

users. Emphasis should be on providing

online support to the users through virtual

collections of reliable and accurate

information.

2. Resources Discovery

The information required by users

can be in several formats, some of which

may not be available to the users. This

therefore, needs special attention. Also,

information may be shifted from one

network location to another. Services like

alter vista, yahoo and other search engines

are becoming increasingly popular because

of this. Those providing indexing services

should take care of these problems and

initiate user-friendly measures.

3. Interoperability

19


Interoperability is the ability to

store and retrieve material across diverse

content collections administered

independently. It brings an inter-

relationship between information service

related disciplines like - library

management, archives management,

museum management, document

management, knowledge management and

e-Commerce management.

Interoperability allows

organizations and communities to retail

their special practices while putting high

level standards and protocols in place for

sharing the information. It is difficult to

archive all the available information as this

requires co-ordination with the resources

creators, users, and building agencies

systems and resources managers to the

development of standards and formats for

information interchange that may not suit

their established practices. The

interoperability problems that libraries

solve routinely for conventional

collections are more difficult in the world

of software-enabled digital libraries.

4. Licensing and Copyright

Copyright is one of the obstacles in

any plan to create extensive digital

collections. Copyright protects the

owner’s creative or intellectual work.

Copyright could become an

insurmountable barrier to the development

of digital collections. In fact copyright

could end up preventing libraries from

providing open access to the digital

information they collect. Digital

collections and service are strongly

affected by future copyright and licensing

regimes. The prohibitive costs for

digitization and support of technical

infrastructure also limit the development

of digital libraries.

5. Funding

Funding for new technology is

always a problem for libraries. In absence

of separate allocation for developing

digital collections, digital information may

not expand as a substitute for the

traditional printed information.

6. Social Inclusion

The issue of social inclusion deals

with the problem of including all the

sections of the society regardless of their

economics status. Digital libraries are

raising great expectations for improving

access for the disabled, through

specialized applications and through home

access. People in rural areas or in minority

community groups can now have

opportunities for access to information in

general or to specialized local services.

However, one can see that the gap between

the rich and the poor in access to useful

20


information is widening. This has come to

be known as ‘the digital divide’.

Role of Librarian in Digital

Environment

When the digital environment is

built as a system, which can be used by its

ultimate end- users directly from their

personal computers; the role of librarian

cannot be overlooked. In digital

environment also the library professionals

are needed for packaging and repackaging

of information, for the electronic

publishing, for reference purposes, and to

advise the users about the strategy to

identify electronic sources, and so on. In

the new environment it will be very

difficult for the librarians to decide what

information should be organized; how to

give the citation; how to organize the

collection, etc. Given the fast rate of

technological progress and publications

number, the librarian has to decide about

author, publisher, needed by the given

user. A digital environment allows open

access for all its users. In some cases,

librarians may have the opportunity to

digitize unique material from their libraries

collections, which can be made accessible

to users of the World Wide Web at large.

This further strengthens the case for

developing the digital libraries.

Digital Library Facilities in India

Realising the potential and cost

effectiveness of digital libraries, India has

taken a lead in their development. Some of

the major digital libraries in India are

explained now.

a. Parliament Library

A digital library has been set up in

the parliament library to cater to the needs

of Members of Parliament and officers and

staff of the Parliament Secretariat. A large

number of index-based databases of

information were developed by the

computer centre. The data stored and

available in PARLIS databases for online

retrieval relates to questions, debates,

reports, bio-data of present and past

members of parliament including

photographs and addresses etc.

b. Vidyanidhi

‘Vidyanidhi’ project was started in the

year 2000 at the Department of Library

and Information Science, University of

Mysore, with the sponsorship of National

Information System for Science and

Technology, Government of India.

Vidyanidhi is a Sanskrit word meaning

“Treasure of Knowledge”. It began as a

pilot project to demonstrate the feasibility

of electronic storing of Theses and

Dissertations. As per the Action Plan of

the National Task Force on Information

Technology and Software Development, it

is mandatory for all universities and

21


deemed universities across the country to

host every thesis/ dissertation on a

designated website. This national policy

has provided a policy framework for

initiating a digital library of ETDs. The

Project's vision is to build and strengthen

the research capacities and enhance the

quality of doctoral research in India.

c. National Institute of Advanced Studies

(NIAS), Bangalore

This institution has started digitization

of paintings and the microfilming of

Indian Publication Project (MIPP). The

NIAS has also started work on rare

manuscript preservation projects for both

microfilm and microfiche.

d. National Mission for Manuscripts

The Department of Culture,

Government of India has launched the

'National Mission for Manuscripts' in 2003

with the main objectives of conservation

and preservation of manuscripts for

posterity. India, being the largest

repository of manuscripts, rare books,

classics etc., urgently needs digitization to

preserve as well as give access to. The

National Informatics Centre (NIC) has

prepared detailed guidelines for

digitization of manuscripts.

e. Indian National digital Library in

Engineering Science & Technology

The Ministry of Human Resource

Development (MHRD) has set-up the

Indian National Digital Library in

Engineering Sciences and Technology

(INDEST) Consortium on the

recommendation made by the Expert

Group. INDEST Consortium is the most

ambitious initiative taken up so far in the

country. It welcomes other institutions to

join and offers highly discounted rates of

subscription and better terms of agreement

with the publishers. INDEST Consortium

presently include ACM Digital Library,

ASCE Journals, ASMe Journals,

Capitoline, Euro monitor (GMID), IEL

Online, Indian Standards, Nature,

ProQuest Science, Science direct, Springer

link and bibliographic databases of

Compendex, Inspec and MathSciNet.

f. Kalasampada

Indira Gandhi National Centre for Arts

(IGNCA), established a Digital Library,

known as “Kalasampada”, (Digital Library

Resource for Indian Cultural Heritage). It

includes non-print as well as printed

materials. The users will have access to the

highly researched publications of the

IGNCA from a single window. The

integration of multimedia computer

technology and software provides a new

dimension in the study of the Indian Art

and Culture.

g. Khuda Baksh Oriental Public Library

The Khuda Baksh Oriental Public

Library has initiated digitization of Arabic

22


and Persian manuscripts of the medieval

India. It is one of the Oriental Libraries

having a rich collection of Persian, Arabic,

Urdu and other language manuscripts.

Conclusions

Given the explosion of information

in recent years, Digital Libraries have

become the need of the hour. Their ability

to provide precise information required by

the users make them time-saving and cost

effective. The success of the various

initiatives taken so far; and their

performance in providing access to

information further highlights their future

potential.

These are facilities that do not need

huge infrastructure and maintenance

expenditure. Easy accessibility further

enhances their possible use in providing

quality information to the users.

This paper discusses the role of

digital libraries and their main functions.

It also shows the merits and demist of

digital library with high point of view. In

digital library all resources will be in

electronic format like e-books, OPAC, e-

mail, Internet, etc. Digital library is

paperless library in which all information

is found in digitized form. Digitization

has transformed the method of creating,

processing, archiving and disseminating

information and knowledge resources.

Digitization has changed the scope of

libraries and their users.

References

Ali, A. (2007): “Digital Libraries and

Information Network”, New Delhi, ESS

Publications. pp 170-207.

Ansari, M. A. (2003): “Digital libraries:

needs, technology and benefit”, ILA

Bulletin 38 (3) pp 22.26.

Gopal Krishan, (2004): “Digital Libraries

in Electronic Information era”, Authors

Press. Delhi.

Karisiddappa, C.R. and B. Ramesh Babu,

(2008): “Digital Library and Digital

Library initiatives in India” In Libraries in

Digital Environment: problems and

prospects, (Eds) Sunil Kumar Satpathy,

Chandrakant Swain and Bijayalaxmi

Rautaray, New Delhi:

Lakshmi, Vijay (2004), Digital Libraries.

Delhi: Isha Book.

Singh, M. P. (2004):“Use of Information

Technology in Library and Information

Science”, Abijeet Publications, Delhi.

Tripathi, R and Raj Hans

(2012):“Emerging Technologies in

Managing Library and Information

Services”, DPS Publishing House, New

Delhi.

23


Abstract: The expansion of television (TV)

in India took place after The Indian National Satellite (INSAT) system was put into orbit following the favorable reports based on the results of SITE, (The Satellite Instructional Television Experiment). It was almost a decade and a half for SITE researches to receive the ‘insight’ that, cultural synchronization through privatization of the electronic media is going on. The effectiveness of TV as a medium for educating the masses in rural areas was underscored by these results and whatever philosophical obstacles there were against the expansion of TV fizzled away. In the beginning, TV was seen as a great educator, even in the United States, but later on sociologists became concerned about its cultural consequences. ‘Chewing gum for the eye’, ‘the idiot box’, and other such endearing epithets for the electronic monster were replaced by ‘mind manager’, ‘corrupter of the young’, ‘trivializer’, ‘cultural bane’, etc., by US and European sociologists in more recent years. But what is significant is that at the time of the introduction of TV in other countries, communication scholars always emphasized the great potential of TV in ‘informing, educating and entertaining’ people. This article examines the changes occurring in the structure of the media in India and also the cultural impact of these changes. (The study is based on secondary sources: Books, Journals, Newspaper reports, Articles from Web sites)

Introduction: When TV was introduced in a

small way in Delhi on 15 September 1959, it was looked upon as a tool for disseminating educational messages in Delhi schools and agricultural messages among farmers in the suburbs of Delhi.

Vikram Sarabhai’s and Jawaharlal Nehru’s, dream was to harmonize the technical advantage of the ‘global village’ concept with the basic needs of the local villages; advanced technology had to serve the needs of the masses-particularly mass education and development. But Technology and Sociology are different. One is rapid, mindless and easily adaptable to the dictates of those who exploit it for economic objectives. The other is slow, and much less adaptable to suddenly introduced ideas that are likely to upset the status quo. Unfortunately, many poor countries of the world have invested substantial amounts of their scarce resources in the ‘big’ media, hoping that this would take care of development. This was tantamount to putting the cart before the horse. Background of this great prospect:

The ‘big’ media and their effectiveness in transforming society were treated from a purely cognitive approach by seminal communication scholars of the West, without realizing the limitations and ignoring their own history and the history of the countries where they recommended the introduction of the ‘big’ media. Several of the ideas advanced by these scholars were based on psychological theories of

“ CULTURAL HARMONIZATION: IMPACT OF PRIVATIZATION OF THE

ELECTRONIC MEDIA TELEVISION ” MOUSUMI MANNA

Asst.Prof Chetana’s H.S. College of Commerce& Economics,

Bandra, Mumbai.

24


development, and they looked upon the people of the poor countries as fertile ground for testing their theories. They ignored the basic fact that a merely cognitive approach would not work in countries where several hundred million people had no structure to fall back on in times of crises caused by long-drawn poverty, ignorance, unemployment, ill health, landlessness and rigid social compartmentalization. The psychological model of development depended on the stimulus-response theory: include change through using electronic ‘modes of information and communication’.

From decade to decade, old paradigms were packaged in new bottles under new labels and presented by the rich sectors of the world for the consumption of the elite in poor countries, who made vital decisions on communication and media planning. In the 1950s it was ‘growth through psychic mobility’; in the 1960s it was ‘education for development through radio and television’; in the 1970s it was ‘satellite communication for development’; in the 1980s it was ‘computerized communication systems, information friendly economies through privatized micro and macro media of communication. And now it is Satellite T.V. In 1987, the then Deputy Chairman of the Planning Commission and a former Director-General of Doordarshan endorsed the views expressed by the Working Group on Software for Doordarshan (otherwise known as the P.C. Joshi Committee) that: 1. TV was in the grip of a powerful

commercial-consumerist lobby

that turned it into a medium for

entertaining the rich urban middle

and upper classes,

2. Nehru-Sarabhai approach of

tapping the communication

revolution in general, and

television in particular, as a major

tool for the development of the

masses had been ignored.

The committee found that most of the programs were socially irrelevant as they shut out social realities.( applicable till date) It pointed out:

What India lacks is neither vision nor the awareness of the role of the software, nor native talent, capable of generating relevant software. The poverty of software is lack of collective national will to mobilize creative talent and to invest resources in software planning and production on a scale suited to a country of India’s size, complexity, and diversity.

TV and other media, the Report continued, should be active instruments in promoting linkages between education, employment, local issues, local socio-cultural needs-all integrated with modern science and technology asper local and national needs. The software planners were criticized in the Report for identifying development with affluence and the rich section of the population.

Intercontinental cultural harmonization is advancing rapidly in today’s world with the full support of the rich, industrially advanced nations and the elite in poor countries that collaborate with them. Perhaps sensing this in his mental horizon much ahead of his contemporaries, Mahatma Gandhi (1921) said: “I do not want my house to be walled in on all sides and my windows to be stuffed. I want the cultures of all lands to be blown about my

25


house as freely as possible but I refuse to be blown off my feet by any.”1

This harmonization is the basic philosophy of the international advertising, entertainment, leisure and tourism industries with headquarters in the ENAJ countries (ENAJ stands for Europe, North America and Japan; Europe includes the Russian Republic and some other Republics of the Soviet Union and countries of Eastern Europe). But their philosophy goes against the basic needs of the large majority of the world’s population, whether it is of South Asia, Asia minus Japan and some oil-rich countries of West Asia, of the highly populated and poor regions of the world, especially in Africa and Latin America. The three strong forces which influence global culture are: finance capital; high technology and mass marketing or communication.

Is privatization anything new in India? The free enterprise system has been in operation here from the time of the East India Company. And until the introduction of TV in a big way and the expansion of radio, the media users in the country depended solely on private media: the press, film, books, and sundry trade publications. The newspapers have done an exceedingly good job in all these decades; so has the film industry. Of course there is a low dispersion of newspapers and films; there is high illiteracy and poor purchasing capacity for the majority of the people. Newspapers and films cannot be blamed for that situation. Privatization of the ‘big’ media (AIR and Doordarshan) had to be approached cautiously. At first, the AIR and Doordarshan stations had to be made more autonomous and then private media

units allowed to compete with the autonomous units, all commercial competition had to be fair and free.

The ‘big’ media today are accessible to the large majority of the people, but impact is negative. The dissemination rates for all media (newspapers, radio, TV, film) are extremely low in India. So is the literacy rate. The developed or rich countries spread the fruits of the Industrial Revolution to the majority of their people through suitable structural changes in their societies, some naturally evolved and others introduced through deliberate, democratic, and decentralized planning. They succeeded in achieving justice, from the changes they introduced in their technologies of production, distribution, and management systems

In the pursuit of a mythical era of heavenly glory, the fundamentalists in South Asia were trying to dig deep into the cultural history of the region, this lead to a deepening of the cultural crisis faced by the region. The winds of trade and acts of fundamentalism, both served to dry up the pure fountain springs of understanding among the various sub-cultures in an unmatched manner. The hot winds of commerce without conscience, of matter-of-fact profit and loss accounts, and inhuman economic viability (supported by the theories of social Darwinism, of earlier century), are destroying whatever humanity had remained in decision-makers and whatever concerns they had about the real causes of poverty.

Electronic signals are used, via satellite and terrestrial networks, to create a magical world for the rich, who literally believe that the millennium is for the millionaires. The large majorities of the

26


people in South Asia are poor, illiterate, malnourished, unemployed or inadequately employed, ignorant, superstitious, ill-housed or un-housed, and easily manipulated by those elites who try to grab political power through the democratic voting machinery. In this process of influencing the poor politically, the national elite receive the monetary, material, and moral support of the international elite. The idea of both varieties of elites is to establish an economic link on the basis of a commercial culture.

Most of the media reports and features now-a-days centre on the followings:

• The world is getting smaller (the

global village concept) and any

attempt to shut out information that

flows in is not only barbaric, but a

serious violation of human rights,

particularly the right to be informed

and entertained.

• The new liberalized fiscal and import

policies should apply to broadcast

equipment too. Anyone having the

means (which means the rich

national media conglomerates, cross-

media owners who have already got

the means, and the multinational

conglomerates who can operate

under the name and style of NRIs)

must have the freedom to import.

• There is a new world order and a new

information order after the end of

the Cold War-actually, after the hot

war in the desert where thousands of

retreating soldiers and innocent

civilians were destroyed using

precision bombing with the help of

computerized war machinery. Even

those who claim the advent of a new

world order have not been able to

explain what is meant by it.

Nor was any attention paid to the frequently occurring commercial messages telecast by Doordarshan and other T.V channels. In fact, there is much congruence between the commercial philosophy of Doordarshan and that of the private media conglomerates. The dominant advertisement messages reaching the elite and influencing the thoughts of the poor about the basic ingredients of culture-food, clothing, shelter are:

Food: Eating natural food is no good. Buy prepared, canned food which can be cooked fast with the least amount of labour. When children return from school, noodles are prepared in a couple of minutes and both mummy and kids are happy. Eat plenty of chocolates, candies and ice-creams because that will keep you healthy, active and cheerful.(Detrimental to health)

Clothing: Wear ultra-modern clothes. Fly on the wings of silk with the rustle of chiffon, the flitter of polyester and the nudity of nylon. Wear the most fashionable clothes. There is plenty to choose from. Follow the style that is judged the best according to international standards. Never bother about the price.(Less Clothes? Our culture?)

Shelter: Housing is no problem. The problem is how to keep the mansions and bungalows already constructed by the affluent class disinfected, deodorized, shiny sanitized, fragrant, decorated with natural or artificial flowers and foliage, covered with bright paints and polished with the best wax and varnish in the world.

27


The driveway should contain, if possible, an imported sports car or multiple conveyances. ( 10% of our population are Uber rich) Reality:

All this and much more are the essential ingredients of the reality constructed by expert TV copywriters and film makers. How will this bring about the changes essential for the betterment of the living conditions of the large majority of Indians?

TV as it exists today suppresses Indian reality; it creates a world of fantasy for the rich and the poor; but the rich have access to at least some of the ingredients that construct that fantasy. This world of fantasy does not deal with the pressing problems faced by the majority.

Then what is the culture portrayed on Indian TV? It is mostly the culture of the ‘global shopping centre’, mixed with some dead, old customs and practices. This incongruous mixture is hated by the elite, who want everything in the mould of the rich countries with which they have cultural contacts at one time or another. At the same time it reinforces the bad aspects of India's cultural past, which facilitates disintegration and disunity. The dominant new values that are reiterated and reinforced through the media for the elite and the old values (in certain South Asian countries where old fundamentalist values are better dead and buried) serve only to divide and create mutual mistrust among the masses. Both have harmful cultural consequences, but TV in India has already embarked upon such a cultural division of the population without realizing that by doing so, it is adding to the process of the destruction of the intrapersonal and

interpersonal religious base of culture in the region.

This transnational Jet set culture sustained by the philosophy of over-consumption, consumerism and obsolescence, rests on cheap labour and raw materials available in different regions of the world. The workers in these regions cannot afford to own most of the consumer products and essential goods which they themselves make, something contrary to what has become the norm in the ENAJ countries. In developing countries where TV has been introduced, the poor viewers pass through a cycle of rising expectations and frustrations and finally leave everything to fate or rise up in revolt as a last resort.

The cultural or social role of TV in the present structure of the world is to act as the commercial messenger of N number of multinational corporations. The message is couched in entertainment and advertisements. It is nourished by ‘optimal harmonization of cultural values’, so that individual nations do not stress their own cultures priorities but quietly conform to international hike standard set by global marketing managers. In order to show that they are ‘truly national’ they revive some national symbols which end up as support planks for fundamentalists.

Culture is not just religion: ritualistic or philosophical. It is not only the expression of artistic or literary talents, but the sum total of everything that sustains life and brings meaning to existence form birth to death and beyond. Therefore, it embraces technology, economics, arts, literature, communication systems, and the most basic acts and facts of survival.

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However, cultural autonomy should not lead to cultural competition of an unhealthy kind. The trend in India today, and perhaps in some other South Asian countries, is fundamentalism; ritual religion is revived not only in temples, mosques, churches and other houses of worship but on TV and radio. Every community is vying with others to show that it is the most ‘religious’ by reviving old customs as signs of religious fervor. Political leaders do their worshipping in public with the accompaniment of their official entourage, and the media publicize all these private and personal doings of leaders as activities of public importance. The screening of two epics, Ramayana and Mahabharata, in the 1980s (subsequent other serials) was of great significance for majority of the Indians, but a substantial number of those who watched them considered them not as epics but as religious programmes. Despite this element of irrationality associated with the reception given to the programmes by illiterate people, the two epics, for the first time bound so many millions emotionally through a well known cultural phenomenon familiar to them from their childhood days, a great service for national emotional integration.

But there are some negative aspects of this type of programs. Doordarshan’s presentation was based on the Valmiki and Tulsidas versions, ‘with significant interpolations and it reflected the Brahmanical system of caste hierarchy and the subordination of women’( as it is now even), and the rein-forcement of Manu’s dictum that a woman is not a person in her own right but dependent on her father, husband or son at different stages of her life. Although the majority of Indians

enjoyed watching the epics, they watched them not as epics but as God’s own religious revelation; and this has consequences on their relationship with those who profess other faiths, where the depiction of religious figures or still pictures is considered sacrilegious and blasphemous!

Chatterjee (1991) discusses the problem of secularism in telecasting;” Our newly Founded Secular state is rocked by ugly manifestation of politicized religion such as riots…bandhs….practices derogatory to the dignity of women…instead of forstering scientific temper, humanism and the spirit of inquiry and reform.”2(p209) Moreover, the Constitution of India while giving equal acceptance to all religions does not sanction any public profession, practice or propagation of any faith in a manner calculated to arouse the followers of that faith to actions that endanger public order, health or morality. Doordarshan has an instructional role and cannot violate rules, should not become a means for propagation or reconsider any epics or religious texts. Majority of viewers do not consider these serials as secular entertainment of a literary or legendary kind and a substantial number of viewers were likely to have treated them as sacred revelations.

People may draw parallels between the airing of the Indian epics and that of the Ten Commandments or Jesus of Nazareth in Western countries. Most views of Biblical stories do not consider them as either literal, religious truths or sacred texts of divine revelation now. They consider programmes based on them as intensely interesting interpretations and

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they do not sit before their TV sets with awe.

Some people believe that such homogenization of Hinduism will diminish the essential pluralism and internal eclecticism, characteristic of the Hindu view of life through all these centuries. If there is no discussion of the religious, social, cultural, and even political messages contained in epics and of the relevance of ancient epics in modern times, the representation of the statecraft and styles of living prevalent in ancient times will be blindly accepted as relevant for modern times.

Cultural invasion, therefore, need not always be form outside; it can occur from within. In an attempt to introduce uniformity in culture, the majority community’s effort to impose its cultural norms on the rest is also cultural invasion. The resultant changes in the socio-cultural and religious base of intrapersonal communication in India are likely to have disastrous consequences on communal harmony. What is commercial culture? We should not be misled by the blind hatred of all foreign cultural streams indulged in by upholder of orthodoxy and fundamentalism. What we refer to here as commercial culture is that culture where everything is evaluated on the basis of profit and loss. Where there is no profit, the commercial man does not have any interest. All human relationships to him are basedon currency.

Those who behave differently, worship universal brotherhood and encourage human relationships based on love and kindness are snubbed unwise and inefficient in commercial culture. The supply of pure drinking water is not a priority but the manufacture and sale of

mineral water is of top priority in commercial culture. Dairy farming to supply milk to all children is far less important than converting milk into chocolates, primary schools in well-constructed buildings and supplied with the basic equipment and amenities for all children in a given community are not a major concern to supporters of the commercial culture, but the special schools charging high fees affordable to a small urban or rural elite are.

Despite the fact that nuclear waste disposal continues to be an unsolved problem and the harmful health consequences of nuclear radiation, the big energy corporations of the world stress the benefits of Nuclear energy because that is where the money is. Solar energy will be an inexhaustible source of energy, unlike mineral and nuclear sources which are fast disappearing. Lastly, commercial culture measures man’s values by the height of his mansion, the length of his car, the size of his office desk or the comfort of his office chair. It contemptuously tolerates scholarship, but loses no opportunity to treat scholars in a derogatory manner. ‘High living and plain thinking’ mark the products of commercial culture.

What India and other countries of South Asia, therefore, need is not a commercial culture but a culture that is based on universal brotherhood; where different viewpoints about the meaning of life can co-exist in peace, ; that permits diversity, autonomy, and the freedom to pursue one’s own spiritual fulfillment in keeping with one’s own beliefs.

One has to be a little wary about too much cultural invasion when other social conditions are in a very backward state. Without the essential educational

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and cultural refinement, the largely illiterate population will become easy for the machinations of power wielders. Cultural refinement is tolerance for other points of view. Without an understanding of the basics of other religions, political and economic systems, one cannot understand the true nature of one’s own points of view. Liberal education is the only way to attain such cultural fin-tuning. Therefore, what is more quickly needed today is decentralization and de-bureaucratisation of the existing media, particularly radio and TV, for attaining local relevance. Coupled with strengthening of educational institutions of local relevance, electronic media localization can work wonders to make people enjoy different cultural streams in the ancient civilizations that make up the foundation of life in India.

How will the market friendly next order affect the free flow of information? Will it lead to suppression of dissent and inconvenient information as has been happening in many countries where the government controlled the media? Ultimately, will it be one voice and many worlds as far as the flow of communication and information in the world is concerned? The McBride Commission Report drew attention to the cultural domination of the poor countries by the rich by using the electronic media, and also to the big imbalance in information between the rich countries of the North and the poor countries of the south.

Privatisation of the electronics media is another issue. It cannot be isolated from the general philosophy of economic development. The demand for national TV programmes to become

similar in content and technical perfection to those from CNN, BBC or others, is unrealistic. In other words, blind and hasty efforts to emulate culturally alien communication models will result in further psychological and cultural defeat to the small group of multinational corporations for whom culture means, ‘ what sells’. As Uranga says:

We live in a world that revolves around a small number of centres of transnational power, characterized by a concentration of economics and political power that uses culture as a means of penetrating and domesticating the peripheral sectors subject to domination by the centre.3(p5)

To quote Frère: In the last analysis, invasion is a

form of economic and cultural domination. Invasion may be practiced by a metropolitan society upon a dependent society….

Cultural conquest leads to the cultural inauthenticity of those who are invaded: they begin to respond to the values, the standards, and the goals of the invaders.

To this end, invaders are making increasing use of the social sciences and technology and to some extent the physical sciences as well, to improve and refine their action. It implies the ‘superiority of the invader and the ‘inferiority’ of those who are invaded, as well as the imposition of values by the former, who possess the letter and are afraid of losing them.4(p150-159)

Cultural synthesis can certainly occur in India, but not when cultural invasion goes on from within and out. Synthesis takes a long while to materialize and South Asia for a long time had seen a

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certain synthesis of religious cultures based on the Indic civilization. But modern educational systems and the modern media of communication have not helped in strengthening that cultural base either.

Lastly to say, the way out is to go back to the basics of the Indian civilization (Hindu, Buddhist, Sikh, Islamic, Christian, Jains etc) which are at the roots of not only Indian but other South Asian cultures too. This trip back in history is religious in character. One may also find the same revolutionary core in all religions, a core that can motivate planners and leaders to think in terms of social justice and a more equitable distribution of opportunities and benefits of economic and social development.

According to John V. Vilanilam: ‘There is no pure culture anywhere in the world. Interactions between various human groups lead to new cultures, but national cultures can present distorted pictures of their own society if dominated by elites who identify themselves with an artificial culture that is based on purely commercial considerations without any direct link to the large majority of their own populations. By so doing, the elite media suppress or distort the social realities to conform to some unwritten, unspecified but very alive international culture, which works against the interests of the poor. A psychic perestroika is what the national elite and the international ‘developers’ need in today’s world.’5 Unless this mental and spiritual transformation occurs, inspired by the misery of fellow human beings, the same old world order will continue, privatization or not. The full implications of such a psychic perestroika and its need can only be well understood

when it impacts positively dominant development paradigms.

Decentralization and de-bureaucratization should be implemented, not only in the electronic media but in all our government and public sector undertakings, universities, and science and technology organizations. Private initiative has to be encouraged. Individual realities of the world and the nation have to be taken into account when drastic changes are introduced. References : 1 Gandhi, M.K.(1921) Young India.The collected works of Mahatma Gandhi-XX (April 1921). New Delhi: Publishing Division, Ministry of I&B, Government of India. 2 Chatterji, P. C.(1991).Broadcasting in India. New Delhi: Sage. 3 Uranga, Washington (1984), ‘NWICO: New World Information and Communication Order’. In lee, Philip (ed). Communication for All. Indore: Satprakaashan Sanchar Kendra. 4Frère, Paulo (1968). Pedagogy of the Oppressed. New York: The Seaburry Press. Chapter 4- Cultural invasion. 5Vilanilam, John V.(1996). ‘The social-cultural dynamics of Indian Television’ (ed) David French and Michael Richards: Contemporary Television. Sage Pub . New Delhi.

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