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INFLUENCE OF MASS MEDIA IN KASHMIR IN THE LIGHT OF
AGENDA-SETTING THEORY
Kashmir, being a conflict zone, has been always a
catch for local, national and international media. People are much keen and
concerned about the news media in Kashmir then other fields of media. Kashmir
issue has gained popularity globally. Media plays a great role in a nation to
define a society. It defines a common language of the society. Agenda setting
in perspective of Kashmir has been always of great significance to discuss and
ponder. Agenda-setting is a process where media determines and judges the
importance of issues after understanding popular feeling and giving expression to
it. It arouses among the people certain desirable sentiments. It is also set an
agenda that exposes fearlessly popular defects in a society. Agenda setting is
done in different forms. If the agenda is filled and influenced by the robust
ideologies of media owners, then it can be termed as Media agenda. It can be
due to vested interests. Mainstream media in Kashmir, is rarely taken as a
benefactor in agenda setting. There can be many reasons for it. It can be
because, the role, in setting an agenda, in Kashmir is much played by the
National media, which is always taken in pejorative approach for making Media
bias. The other reason is itself the threat of mobilizing the mass audience to
make an agitation. It has been always very hard for the editors or owners to
set an agenda.
We
have an example of an early uprising and turmoil of 2008 and 2010. In 2008, it
was media that set an agenda in regard of environmental concerns, which later
led to mass agitation. In crux, it can be said that the media in Kashmir is
different in tone and way in setting an agenda mainly because of its
Geo-political conflicts.
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