Our point of view is not to search what the exact fact is, behind the existing economic slow down. We can say only what about is, that the print medium as a whole, (newpapers,magazines, periodicals) have been passing through a pitiable situation stubornly. The indomitable nagative affect , in the true sense,that has to face by the major newspaper organization is what to cope up with its extensive etablihment cost in huge amount as compared to other print medium like magazine,periodicals etc. It is evident, that, a handsful revenue from large quantity of advertisements that the newspapers were enjoying earlier, has come out to be shortend or be curtailed significantly. This shortfall in advertisement – might be an important cause of such drought in newspaper industry-but not be the one and only. I sniff another more causes could be there ! Today, in our fasterer life-style, we intake our required inforations and entertainments largely from the electronic media that can provide instantly what we demaqnd for. We have no such wastable time as well as patience to go with any further lengthy process of enjoying the same outcome from other sources or means. Time factor, has compelled the consumer audience to do so. Whenever, a very good alternative way is available as open to all, then why should look for another delayed one? The major portion of media audience today, have been exhibiting their greater exposure in electronic medium particularly in audio-visual medium. Such audience are being kept satisfied by the television medium duly.The keen ‘Advertisers’ are well known and aware of this- and pay their emphatic attention towards the electronic medium predominantly. The sponsors all, want to pay for their ads’ only to what could be disseminated widely,instantly and repeatedly. These advantages all at a time could be handled by the television medium only. It is quietly natural-best outcome would be rewarded highly.Television today, have been enjoying the sweet fruits of Ads. It is also undenieable that the pictorial presentation has a greater appeal and attraction to the audience as compared to other medium.It is futile to say,that ‘television’can enjoy the maximum advantages in this regard as it has greater command on the audience for its distinguishedcharacteristics.Televiion today, can easily and grab the lion’s share of launchable advertisements in the market.So why, the they could also be called ‘wealthy medium’definitely, as compared to other medium. Beside this, the internet publishers are fetching a considerably revenues from launchable advts for their pages well. While newspapers have been confronting toughest competition in this hurdle.A certain amount of advertisements that were going to newspapers,are now entering in the courtyard of the online news publishers. It is a significant matter indeed ! It is studies well, that the electronicmedium have greater impact value than print medium. It has wider range of audience which can transcend across the country even internationally. So, sponsors’interest or emphasis naturally would remain stick to the electronic medium vehemently. The advertisers are payingduly high reward for the best outcome. One point more to be taken to the account is,at the prime time of the television programme of any channel can accumulate the highest number of viewers who obviously go with by and large advertisements presented intermittently. Soch greater impact never could be expected at a time from other medium.

Newspapers particularly, have been residing presently at the declining position in such situation evolved due to economic downturn globally. Even now, newspapers are quite unable to battle with online publishing entrepreneurs also. If online publishing sector go ahead deliberately in organizing manner in future,it is believed that the greater ‘ fiscal success’ would shake hands with online publishers by replacing the newspapers boost significantly.

As the mass media deserve a social respect and dignity as well , they should hold good it by utilizing their power of influence, for the benefit of the society with a view to uplifting the standard of living of human life both physically and mentally. Ethically standardized presentations would require from the media organizations as to develop and retain the basic characteristics (like ideals and morality, sympathy, co-operation to other etc) of human beings which have been going to be extincted day by day. In the environment of crazy and flooded mass consumerism, the nature of mankind have significantly been affected. The extensive exposure of allurable products that oftenly induce and mislead human beings in obtaining the same irrespective of any proper judgement or assessment at all. Human beings today, fail to assess or judge on their cpacities in securing such expensive products for their use. Mass media have been acting as stimulant in this respect of mass consumerism diffusion and impulsing the society people drastically towards more to happen so. On the way of publishing contents for the consumer audience, the media have been establishing themselves as keen and shrewed agents for the big corporate houses. Today, we can not deny, that the big corporate houses want what,, is provided by the deflected as well as deviated media as to earn more revenues.The major presented contents involve Vulgurity and obscenity extensively which is not desirable. Earning more money always, does not necessarily mean ‘surrender of own existence and values’ that the present media usually do The mass media would require to think about their practices of such ‘humbuggery’, although trying to retain the dignified position in our society. The dealings of mass media, should never be concentrated towards earning money only.They are not business concern only, but at the sametime they are the institution for rendering education,developmental thoughts and ideas,focus on new horizon for new achievement for the society people also. They should never forget, that an ‘interdependency’ relationship is still existing between them and the society.The mass media should not treate our society as their ‘ Heavenly Market’ for generating revenue and where they can do whatever they like with the power of influence that they possess.

The most challenging days are waiting ahead for present media, where new concept of journalism in diverse ways have been emerging with handsful new opportunities and offer as to satisfy the needs of consumer audience. Many set-up in this regard have been on operation through online as to replace the conventional ‘ time consuming’ process of newpaper or other media organization. Such new ventures based on online activities would need lesser person engaged at least to serve the purpose of consumer audience pertainin a limited persons or group with specific interested areas. Such chaleanging alternative media for communication through unilateral or bilateral efforts,could establish their ventures robustly in near future.

It appears that journalists in all newspapers think alike and work according to the same set of values. It is studied also that the journalists hunt for packs; by and large they have the similar sense of what makes for news. They do not want to change their trend usually they feel comfortable as well as secured too. Neither these journalists extend their views from their whirlpool existence in different ways or angles nor they would have been allowed to move ahead innovatively by the newspaper organization. This approach of journalism can be designated as ‘pack journalism’. Further, how is that the journalists world over swear by that very ‘inverted pyramid structure’ when writing up the news? Such structure came into existence with the telegraph; the electronic media and the internet have a potential for experimenting with other format, but the journalist can not shed their old habits of thought and their old routines of working to deadlines. With round the clock news in news channels like CNN, BBC world and Star News and also in the internet, the traditional forms of journalism and the traditional routines of journalists have taken a thorough beating.

The front page of any newspaper is so important one, that it should carry most valuable and selective news of the day of which it belongs to. The firstpage must cater such choosy items of news which are special and ditinguised as compared other stored news in the newsgatherings. It carries the outlook as well as mission of the publishing organization which reflects the ‘news value’, and ultimately generates passion and appeal within the consumer readers. Here , a tasteful mind motivated by right attitude, is necessary to persue a very good presentable page No: 1 for any news daily. Proper selection apper to be a hard task as to pick up absolute pertinent ones from so many publishable events which can demand importance equally according to comparison.

To avoid the most challenging part of making a very good frontpage,newspaper organizations are adopting few tricky means or ways. Thus the newspaper manufacturers have virtually been able to intercept this growing challenge in making an appealing and attractive frontpage in sustainable manner. The news of sensitivity and of emotional nature, that can hit by virtue the sentiment of the people who have looked over the frontpage at least once for a moment. The consumer readers naturally,fall headlong over the newspaper as being inflenced and induced as well by scarring and splendid news presentation as provided in the frontpage, and remain stick to such ‘Induction’.

In the ethical perspective, the news on fatel accident, severe disaster or natural calamity which are intrinsically shocking and mournful, or anyatrocious murder or rape which belongs to inhuman part of our life, should never be published with greater exposure and in bold headline as accompanied by prominent photographs. In a word, it is inauthentic and provocative as well.Such carelessness is, stood as common practice of so many newspaper organizations as to sustain their commercial gain by extincting all morals and ethical values of journalism. In achieving just a commercial gain, newspapers of the present days,have been undergoing in the process of such culpable ‘ humiliation of ethical codes’now and then. The present newspapers are in a mess of deceiting the consumer readers.

Newspapers, by and large today, seriously engged in publishing political news profoundly keeping side all other needful matters of the society by paying no such considerable attention or priority at all.How do they dare it as being most prestigious and conscious institutions and have to go ahed with the society where they belong to.The indulgence of present media concerns with political affairs looks like that they are somehow obligated or accountable to the political personalities somehow. It seems to be that no other event of the socity, could be so value added and acceptable to the consumers or users.

Community journalism will identify and highlight the resources available in the respective community and the proper utilization of those resources available, for greater use in the national perspective. Greater reward or value could be collected as to contribute to the nation building from those explored resources even after endowing handsome value for it all satisfactorily. Thus the enrichment restored in many undisclosed resource units,would appear as more worthfull as well as worthwhile to the community people. The journalists involved in this regard would have tiredless efforts in segregating those overlooked or undisclosed resources of the community, as to pay back not only those apartly but also to impart greatly in nation building. For the development of any nation as the theorists say much of the development communication, I’d say community journalism might play a vital role in nation buildind and development through the development of community i.e.grass root as well as the unit of any nation. Development of any unit like community would definitely contribute finally to the fulfillment of greater objective of the nation. Such resources would need to be identified in the nick of time, by the die-hard efforts and ‘never-ending’ search ability of the journalist who would be involved in such dedicating works for community journalism.

Community journalism will identify and highlight the resources available in the respective community and the proper utilization of those resources available, for greater use in the national perspective. Greater reward or value could be collected as to contribute to the nation building from those explored resources even after endowing handsome value for it all satisfactorily. Thus the enrichment restored in many undisclosed resource units,would appear as more worthfull as well as worthwhile to the community people. The journalists involved in this regard would have tiredless efforts in segregating those overlooked or undisclosed resources of the community, as to pay back not only those apartly but also to impart greatly in nation building. For the development of any nation as the theorists say much of the development communication, I’d say community journalism might play a vital role in nation buildind and development through the development of community i.e.grass root as well as the unit of any nation. Development of any unit like community would definitely contribute finally to the fulfillment of greater objective of the nation. Such resources would need to be identified in the nick of time, by the die-hard efforts and ‘never-ending’ search ability of the journalist who would be involved in such dedicating works for community journalism.

The facts which are available from any event do require to be organized very carefully first of all. Putting the perfect words into the message as to unveil the exact meaning what is intended to say, is an art of message creation. The abilty of reporter to codify the message with the knowledge of perception filter of the audience, is an important condition of successful communication. A message must create an environment for judgement, seeking peaceful action from the audience. Emotion-laden and provocative message makes the public unruly and misunderstood.

Message should be disseminated fairly and unbiasedly,by avoiding any abusive or defamatory part in this connection, to the intended audience. Message should be created sacredly.Criticism does not mean to ‘hurt or harm’someone infront of the audience in indecent manner with bittering and ugly words or in the from of other types of presentation. A word is ‘bullet’ like, and can not be taken back. Special care and attention should be taken while delivering any message before the audience. ‘Any message is stimulas’ which initiates reaction to the mind of audience who consumes it. Message acts as a ‘vibrant’ instinctically in the mind of consumers.Message can shake the ‘belief’ of the human being as well. Any wrong or violent message can motivate anyone in the negative turn. Indeed,a message is the animated part of communication. Message can practically be disseminated lively in expressing any event. It retains power within its mode of expression, as woven, with ‘choosy and selective’words or in another forms like pictures,symbols etc in elegant manner.

Message must be very simple and unambiguous, which could easily be understandable as well as digestible to the audience. Selected and choosy words included in the message must carry the nearest meaning to the audience as to reach the closest perception of the event. An event gets structurised spectacularly well with the good messaging abilty of any writer or the presenter. Here’s the successfulness of communication , can be achieved satisfactorily with the message nicely created.

With a view to presenting any matters of an event, a journalist collects whatever materials to make it effective and strengthy as well, is not allowed to publish in comlete manner. The editor’s yardstick does not permit any daring approaches in the presentation of the journalist. The editor wants to satisfy the need of the board of directors or the proprietor particularly. He remains ever alert, in preserving the commercial interests as well as the political. He intends to earn the political favour for his organization from the state rulling party and the ‘good look’of the board of directors or owner of the organization at the same drive, the editor plays a keen role in this respect by resisting the independence of journalist unduly. In persuing such objectful role ,the editorial wings are dedicatingly serving the purpose of the editor-in-chif. It is allegedly done so! By prohibiting any journalist from expressing or presenting the truth elaboratingly which is of public interest and benefit,is unethical and infringsment of the principle of journalism.A general people’s interest has supressingly been avoided. Does it bring any harm to the society as a whole in disclosing that suppressed part of journalistic works? So,why such distortion of news, is being entertained? Why such a dubious role is forced to play through the committed journalist by humiliating his ideals and morals? It looks like ‘a gun is fired by shouldering on another innocent’.Isn’t it ?

Today ,independence of journalism carries a literary gravity only, and has been plundered by the same group or persons who are involved with this greater part! A confliction or war remains within same species as held between mighty and weak in our society can be experienced in the arena of journalism profoundly. In the profession of journalism, a journalist can not transcend the editor’s barrier ethically or legally in unveiling an useful truth. A captivity has oftenly been conceded by the working journalists, staying with assured independence as guaranteed by the ehical codes of journalism.

With a view to presenting any matters of an event, a journalist collects whatever materials to make it effective and strengthy as well, is not allowed to publish in comlete manner. The editor’s yardstick does not permit any daring approaches in the presentation of the journalist. The editor wants to satisfy the need of the board of directors or the proprietor particularly. He remains ever alert, in preserving the commercial interests as well as the political. He intends to earn the political favour for his organization from the state rulling party and the ‘good look’of the board of directors or owner of the organization at the same drive, the editor plays a keen role in this respect by resisting the independence of journalist unduly. In persuing such objectful role ,the editorial wings are dedicatingly serving the purpose of the editor-in-chif. It is allegedly done so! By prohibiting any journalist from expressing or presenting the truth elaboratingly which is of public interest and benefit,is unethical and infringsment of the principle of journalism.A general people’s interest has supressingly been avoided. Does it bring any harm to the society as a whole in disclosing that suppressed part of journalistic works? So,why such distortion of news, is being entertained? Why such a dubious role is forced to play through the committed journalist by humiliating his ideals and morals? It looks like ‘a gun is fired by shouldering on another innocent’.Isn’t it ?

Today ,independence of journalism carries a literary weightage only, and has been plundered by the same group or persons who are involved with this greater part! A confliction or war remains within same species as held between mighty and weak in our society can be experienced in the arena of journalism profoundly. In the profession of journalism, a journalist can not transcend the editor’s barrier ethically or legally in unveiling an useful truth. A captivity has oftenly been conceded by the working journalists, staying with assured independence as guaranteed by the ehical codes of journalism.

There are three basic responsibilities that are to be considered by any journalist. They are social, legal and professional.

Social Responsibiliy:- Press reflects the social images or pictures of our society.The whole activities of the press imparts many events of our society with a view to present them later on, in decent manner to the society people. The intention behind such approaches and activities, is to make the society people tobe well-informed as well as well-aware of round about happenings.So,every presentation of any journalist should be fair, balnce, truthful,inspiring and meeting the needs of common consumers of the news. Beside the usual events ,a journalist can highlight so many unsolved areas of the society by seeking solution for the same through the activity of journalism and must not overlook or avoid this great part of responsibility towards the society.The presentation of journalist should, initiate an environment of understanding within the society and shoul continue the same in sustained manner, in upholding it satisfactorily.Development of any society mostly, depending upon the imparting of creative and objectful journalistic activities.

Legal Responsibilty:- While working as a journalist, one should be well conversant with all legal clutches as to avert the generation of complicacy as well as to keep the organization ‘troublefree’ any way. For this reason, a journalist must not intervene or inflict to someone’s privacy or confidential matter until it is required to be brought to the notice of public. Any libellous or defamatory presentation taking with someone, any organization or group, is not permittable and should strictly be avoided by the journalist. Libellous and defamatory writings or pictures, may earn instantly resounse or reply from the public with larger acceptance, but it is not pertinent as well as not complying with the standard of professionalism.

Professional Responsibility:- A journalist should have sincerity and commitment towards its profession. The news ofany event that is going to be published for the audience, should be delineated very clearly and faiely. A very good homework in this regard is essential for each and every event, and should be done by the journalist with a view to present the same to the audience confidently and satisfactorily.. The presentation must be truthful and unbiased above all and shall never bring any embarrassment or complicacy to the organization anyway in future. The objective of any journalist is to disseminate the correct and fair report in undistorted manner to the audience rather than crowding them intentially or allegedly to meet the present challenging situation.of the news world.. A news report should be created with greater care and responsibility as to maintain its degree of standard at higher level by avoiding anytype inclusion of undesireable and provocative part or portion.A journalist definitely,would require a high degree of professionalism in presenting any performances to the audience on behalf of any organization, and could be achieved so. by dint of die-hard efforts and unending searching abilty, and being respectful to the works ,understanding with the surroundings and accountability towards the society as well. A journalist must follow the newspaper editor’s deadlines.