Image and RealityN.N. Vohra INDIA WATCHING: THE MEDIA GAME By Amita Malik Vikas, New Delhi, 2014, viii 174, Rs. 40.00 VOLUME III NUMBER 1 July/August 1978 In the
struggle-torn world of today, not only individuals try to better their lot, but
even nations compete ferociously to overtake each other. Ever-growing
competition has led to an almost unwholesome image-consciousness which
manifests itself in organized showmanship by almost every country. This
activity is generally known as public relations, which Amita Malik chooses to
call the Media Game.
Amita Malik is a well-known journalist, radio and press
reviewer and commentator. Her picture of the Indian image abroad is the result,
as she tells us, of a 7-month trip to 14 countries, put in book form at the
Indian Institute of Advanced Studies, Simla, which afforded her a Fellowship
for the purpose. Surprisingly, the author does not tell us the year of her
visit abroad, but from a reference in the prologue it is clear that the book
was in print when the Emergency was lifted. Apparently she journeyed abroad
during the dark days at home. She says she has not been tempted to record
India’s image abroad during the Emergency as this entire business is still too
near and too fresh.
The author has produced not a ‘depth book’ on the Indian
image abroad but what she calls a mass media travelogue. She has interviewed
eminent India watchers such as Yehudi Menuhin, Roberto Rossellini, Alistaire
Cook, Jack Anderson, John Grigg and a host of others and rummaged through a
mass of media evidence. How is it, she asks, that India which continues to be a
prize assignment for most foreign journalists, offering as it does the most
exciting copy in print, sound and visuals, succeeds in creating such
outstandingly diverse, out-of-perspective and bizarre images of itself—the least being that of a big bully
swallowing her neighbours (Goa, Sikkim, …..), by turn, and now armed with an
atom bomb(!)
In Egypt, the Indian film seems to be the only study
point of communication between the Indian and the Arab. Krishna Menon is still
remembered for his non-alignment battles. In Syria, recent Indian films are
claimed to be debasing the nationals' taste! Lebanon still gets Indian news
from external agencies. Italy has many eminent India watchers and Roberto Rossellini has done
excellent work in arousing curiosity about India. Radio Vatican gives news
bulletins in Hindi, Tamil and Malayalam. A proposal for direct exchange of news
with Yugoslavia has been under consideration for years now. However, ... Table of Contents >> |