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 By: Dr (Mrs) Bharatibala Patnaik

Media Vimarsh  (Bhopal), January – June 2023 Issue

A media critic’s predictions on future of journalism made during the uncertain post covid times in 2022 carries significance.

With over 50 years of association with Odia journalism, Dr Pradeep Mahapatra has led an eventful career working as a freelancer and independent journalist turned mass communication educator and development strategist to media critic.

After seven years of retirement from service as a faculty at Berhampur University in east coast of India, the veteran writes a weekly email-newsletter on journalism. His studies are focused on future of media. Such writings are re-produced in local newspapers, websites and gained utility value as media landscape all over the world confronted disruption due to technological innovation and societal transformation during coronavirus induced pandemic.

Odisha turned from a media dark region to digital first ecosystem with gradual introduction of 4G mobile internet network and popularization of smartphones beginning middle of the second decade of twenty-first century. The sudden elevation resulted in crisis in aspirations of the consumers. Partisan media and irresponsible media consumption continue to struggle which badly influences various streams of social fabric from information sharing to consumerism, healthcare, family norms to political and religious participation.

Media is a catalyst for social change, but Odia media finds itself in a flux due to disruptions. Academics and civil society has an urgent role to play to spread media literacy for responsible media consumption.

In a freewheeling interview with Dr Mahapatra conducted at his home in the coastal town of Berhampur near Bay of Bengal in southern Odisha, where he had holded-up himself with his wife, also an academic, for past-three years strictly following social distance measures, explained his personal experiences to link it with predicting future of Odia journalism.

You are one among the few, who have studied Odia journalism over half-a-century. How you were attracted to the field ?

I am an ardent admirer of media since my childhood. The attraction is mostly due to my family background. Before attending the schooling age, my eldest brother produced a dubbed film in Odia and released in theatres all over Odisha. Basanti Kathachitra launched by him carried on the distribution and publicity for the film. The office functioned from our two roomed rented house in the Christian Hospital Road in my presence. By the time I attained age four, my brother packed off the failed business venture and went back to Bombay with my sister-in-law. There he rejoined his job as an Odia commentator in Films Division under Government of India. Therefore, during my early childhood, before understanding many things, I was exposed to an emerging trend of Odia cinema, its production, distribution, publicity and a failed business model.

After his return to Bombay, my eldest brother Ganesh Mahapatra kept himself engaged with writing in Odia print magazines. His writings regularly appeared in Jana Sahitya, a monthly magazine dedicated to novels and Indradhanu, a fortnightly feature magazine. He published Bollywood film reportage, features, crime thrillers and novels based on glamour world. He used to get up to 80 fan-mail in postcards in Bombay address during sixties. His manuscript were sent by Value Paid Post, that is the publisher-editor had to pay, a value of Rs 100 to receive the packet. My second brother, an academic and third brother, a doctor settled in U.S.A had also short stint as Odia writer. The objective behind explaining the incidents in detail is to convince that my family background imparted informal training with real life examples to lead a career as a writer-journalist in an unfavourable media market in Odisha.

What you learned out of such exposure ?

My experience in Odia media landscape include a compilation of failures of a number of media ventures in different platforms. In broad calculation, about 98 percent of initiatives to build new media outlets face closure in short periods of time. Such a tradition continues from the publication of the first printed Odia periodical Gyanaruna in 1849. I first witnessed failure of the dubbed Odia film production and distribution venture in 1958. After 17 years my brother  produced a full length feature film Samaya, which also failed. After 10 years I launched a monthly feature magazine in Odia Janani in 1984, which was closed after a year of publication. Only the venture of little magazine Sambit published between 1970 and 1975 and weekly e-mail newsletter on journalism and fortnightly alternative ageing newsletter Grey Odisha published since 2017 achieved a limited success. Thus, my experience in Odia media ecosystem testifies that media platforms in Odia face a suffocating situation businesswise, but breath a little longer with philanthropic support. Development of sustainable models for Odia media platforms has been focus of my studies for past fifty years. 

Statistics published by Register of Newspapers for India reveal that there were 2140 publications registered by 2018 in Odisha. It included 244 daily newspapers. However only 413 publications filed their Annual Statements in 2017-18, which means only that number of journals kept-on regular publication.

Media platforms approved by Government of Odisha for release of advertisement by Information and Public Relations Department included 83 daily newspapers, 60 weeklies, 16 fortnightlies, 19 monthlies, one quarterly and seven English language newspapers. About 20 television and radio along with 25 web channels were enlisted by 2019. The number in enlistment of web channels increased to 48 by 2022 as per revelations in the state assembly sessions. In absence of reliable information on printing order of Odia books, circulation of print publications, audience size of television and online portals, media researchers keep themselves aloof from studying such sensitive issues. As a result the status of Odia media remains hazy.

Traditionally the print media consumer base remained narrow. After nearly cent percent electrification of villages, the rural families brought television sets to homes. Online presence among the people of the state is on constant rise, both in numbers and also time of screen engagement. Above 40 percent of population are connected with mobile internet through smartphones. As a result content in video and audio format has received prominence and the trend will continue. Therefore, while considering the future of Odia journalism, emphasis should be given to video-first digital media environment.

How do you enjoy the vocation as a media critic ?

I personally enjoy my vocation of media criticism. During my primary school days, I used to visit the newspaper stand at Old Bus Stand, about 7 minutes walk from our home to procure a copy of The Samaja for my father. Those days circulation of newspapers and number of hawker delivering newspapers at home were limited. The regular hawkers in our area used to deliver the newspapers after 11 am and my father preferred a copy in the morning hours. After collection of a copy of his favourite Odia newspaper, I was habituated to spend sometime browsing magazines in the stall. The stall owner never objected and I used to browse not move then 15 minutes, limited to 2 or 3 recent issues, fearing a possible rebuke for my unjust behaviour.

After returning from the school, my evenings were spent at Madhu Mandir, the then state government run information centre or Prakasham Hall libraries. Few days I was camping the evenings at Gandhi Peace Foundation reading room. My late school days were a blend of studies and time spent at weekly newspaper offices and printing presses. We had formed a group of friends drawn from different parts of the city interested in literature and cinema. Evenings were spent in the group on discussion and debate sessions in the park benches.

Long periods of attendance on media platforms help the consumer to develop the faculty of critical appreciation of products. For example, one has to select a writing to read from the bunch of published articles in a magazine. It is further strengthened when one likes some and dislikes some other content. The general process develops the faculty of critical appreciation. Academic training during my student career, both at graduation and post-graduate level as student of Odia and English literature added inputs. Entry into media criticism after 27 years of teaching media studies seems to be organic which aim at contributing towards quality improvement of Odia journalism.

I prefer to visit urban centres and the attraction is big libraries. Before entering the online platforms, the libraries served as the windows to the distant world for people like me living in small cities. Hollywood cinema followed by television offered limited opportunities. But the situation has changed, the world is now accessible through a smartphone screen kept in the pocket. Such environment were never available in the history of mankind.

You have been associated with research on development of Odia journalism since a long time. As a media critic what are the important twists you have marked in the history streaching over 150 years ?

Yes, it is indeed a long period. After completion of master’s degree in communication from Bangalore University, I registered for my Ph.D. degree to study on post-independent Odia journalism at Berhampur University in 1982. But due to certain reasons the research could not be carried out. Later I was awarded the degree for my thesis on role of Utkal Dipika in development of Odia journalism. Dr Mrinal Chatterjee was awarded D.Litt degree for his research on Odia journalism in post-globalization period under my supervision in 2022. That is how between 1982 and 2022 I was associated myself with formal research activities on development of Odia journalism for four decades.

In my view, history of Odia journalism crossed five distinct phases. First, Odia journalism had a humble beginning to protect Odia language and society initiated with publication of Utkal Dipika in 1865 till formation of separate Odisha province in 1936. Second phase during 1936 to 1947 was devoted to the journalistic endeavours focused on independence movement. Third phase between 1947 and 1984 delt with post-independent Odisha mostly participating in state politics. Fourth phase extending from 1984 to 2020 witnessed the flowering of new-Odia journalism. Finally, the fifth phase beginning 2020 attributes to a disturbed scenario in the post-pandemic ‘New-Normal’.

During first-two phases, Odia journalism was engaged with a mission to fight with the Britishers for achieving statehood and independence. But during the third phase, journalism was utilised as a catalyst for achievement of political interest. The fourth phase was marked with exceptional growth of the media platforms, but the objective was reduced to satisfy personal interest of the concerned parties. During the fifth phase, the traditional media platforms are facing existential questions.

Odia journalism throughout the history has been utilised for a just or an unjust cause. Till the beginning of the fourth phase, journalism was considered as the internship ground for political activism. The media platforms were engaged as propaganda vehicles. Growth of number of newspapers and television channels during the fourth phase made them struggle for survival and thus kept away from ideological preferences. Most of them had to compete among themselves in the race to procure government advertisement to maintain their financial condition. The fifth phase as elsewhere is an era of fake news.

Independent Odia journalism continues to linger as one-man-show with a negligible reach. Common people do not have access to mainstream media platforms. Journalism in Odisha has little impact in the society due its selfish approach to the profession. Appearance of social media in such terrible times resulted in creation of a democratic environment, but could not achieve trustworthiness. Such trends are also in force in other regions of the country. 

What do you predict for the future of Odia journalism ?

Journalism is under extreme stress worldwide due to corona virus induced pandemic. Freedom of expression is at stake. While political reasons burdened independence of journalism during the past, the emerging danger is the result of polarization or extreme beliefs on issues, ideologies and geographies. 

The economics of media industry in India started crumbling much before the pandemic. Consumer engagement with digital media increased during the long lock-downs throughout the pandemic. The post-pandemic ‘New Normal’ has brought a situation of non-return from the crisis.

The tradition of control of media outlets by politicians through financial investments prevailed for a long time. But the new approach of ‘consolidation’, gathering ownership of smaller media units has brought causalities to pluralism. It resounds the death bell for independent journalism.

Advertising brought financial security for journalism during past two hundred years. With shift of advertising to tech-platforms, the era of patronage is coming to an end mark. Time has came to sell journalism as a product in the market place which emphasises on subscription. But it may not result in a positive tone. In such circumstances language journalism in India like Odia will certainly confront danger. In Odisha following commercial display and classified, government advertising appear to be gradually shifting to digital platforms by 2022.

Independent journalism traditionally enjoyed minority status and seems to continue in that position. For example, after 5 to 7 years of popularisation of e-mail newsletter, a study in 42 developed markets recorded only 17 percent news consumers used it on weekly basis by 2021. Though e-mail newsletter format offers the entire prerequisites for sustainability of independent journalism, it fails to attract readership figures. E-mail newsletter are popular among the older and more wealthy readers and the younger generation keep away from it, despite their presence of long hours in digital platforms.

My predictions on future of Odia journalism is always constructed with reference to emerging trends in the international field. It is reasonable to believe that the status of journalism in Mexico, Brazil today may reflect in Odisha tomorrow. There is no second opinion that the future of journalism everywhere is digital. Journalism will be further nourished in social media platforms. Consumers will search for news products of their choice and utility value. Disruption in organised structures of news platforms and uncontrolled flow of fake news, rumour, paid news will result in social unrest. Volume and number of mainstream media platforms will be reduced and continue with limited reach. A few media analysists have calculated that in the pre-pandemic period there were six public relation professionals offering their services in a given field with employment of just one journalist in the United States. Odia journalism seems to be going in that direction !

Basically journalism is an art of transmission. From the beginning of human civilization people continue to be engaged with transmission of information, both true and false. Fake news attracted instant audience throughout the ages. Civil societies and educational institutions strived hard for propagation of positive approaches to journalism. The relevance of the exercise is increased in the era of digital media as everybody present in social media is involved more or less in the act of transmission of information. The situation warrants spread of media literacy.

Interviewer is the Head of Department in the Post-Graduate Department of Journalism and Mass Communication, Fakir Mohan University, Balasore, Odisha State 

MAY 25, 2023 / MEDIA COVERAGE

Dr. Pradeep Mahapatra, retired academic of Berhampur University, supervisor for Dr. Mrinal Kumar Chatterjee’s D.Litt. thesis Odia Press in Post-Globalisation Landscape : A Study on Growth and Impact (1991-2011), completed 40 years of career devoted to research on historical aspect of Odia Journalism with declaration of award of degree to Dr. Chatterjee by Berhampur University (Notification No. 1669 / Exam. Conf – II/ (M. Phil / Ph.D).2022 Dt. 31.05.2022).

Dr. Mahapatra initiated efforts in documenting origin and growth of Odia journalism by registering for Ph.D. in Berhampur University in 1982 on the subject related to development of Odia journalism during post-independence period. Lack of basic infrastructure support, such as access to primary source compelled Dr. Mahapatra to discontinue the research and register afresh. He was awarded Ph.D. in Odia for his thesis Role of Utkal Dipika in Development of Odia Journalism in 1998. Dr Mahapatra motivated Dr. Chaterjee, a long time working journalist and new entrant to academics, to document the state of Odia journalism and journalists which resulted a Ph.D, thesis Barefoot Journalist in the 21st Century : Journalism as a Profession in Odisha in 2007. Further he encouraged Dr. Chattergee to register for D.Litt in 2012 at Berhampur University and the degree was awarded in May 2022, after continuous work of 10 years.

Dr. Mahapatra faced many challenges being a pioneer in the field of Odia journalism. He conducted his research under guidance of prestigious Atibadi prize winner Professor Sudarsan Acharya, a Professor of Odia Language and Literature. As he was awarded Ph. D. degree in Odia, the degree was not taken into account for his promotion in teaching career for which he lost a good amount of financial initiatives. Irony is, though Dr. Mahapatra was penalized for inter-disciplinary research ten years before, University Grants Commission in its new guidelines asked universities to promote inter-disciplinary research. Moreover issued draft guidelines in 2022 for transforming higher education institutions into multi-disciplinary institutions.

Apart from Dr Mrinal Chatterjee, writer and journalist turned a academician, working as Regional Director of Indian Institute of Mass Communication, Dhenkanal; the other scholar Dr Ashok Panda, a long time media executive at Times of India Group and Sanmarg was awarded doctoral degree under Dr Mahapatra’s supervision. 

JUNE 01, 2022 / REPORT