Role of Vernacular Journalism in Promoting Democracy and Knowledge Society : A Study (PPT)

This presentation envisages about major key words like Vernacular journalism, democracy, knowledge society, participatory communication, media literacy and many more.

1. The Role of Vernacular Journalism in Promoting Democracy and Knowledge Society: A Study -Dr. Sathish K. Itagi Assistant Professor, Dept of Journalism and Media Studies Govt. First Grade College, Doddaballapur-561203 (Affiliated to Bangalore North University), Karnataka-(India) Mobile: [phone] Email: [email protected] , - Ms. Rubina Yeasmin Assistant Professor, Dept. of Sociology Budge Budge Degree College, Kolkata-700001, State Aided college Teacher (SACT) (Affiliated to Calcutta University) West Bengal (India) Mobile: [phone] Email: [email protected] ,   Presented by

2. Introduction: Vernacular journalism is referred as regional journalism and operating in local languages. It holds a powerful place in shaping democratic and knowledge societies and advancing the ideals of a civilization. Vernacular journalism emerges as the most powerful tool for public communication and democratic participation. It speaks directly to the people in their mother tongue, reflecting their social life and experiences. It democratizes access to information, fosters inclusivity and bridges the communication gap between policy makers and the grassroots populace. During the freedom movement, vernacular publications like Kesari &  Amrita Bazar Patrika , both from Maharashtra and West Bengal states , played a crucial role in awakening and giving awareness on political empowerment and social consciousness. They served as instruments to provide voice to the voiceless and connecting citizens across regions. In the post-independence era, the same spirit continues as vernacular journalism evolves into new digital and multimedia forms. With the rise of regional television channels, community radio and online platforms, vernacular media has expanded its scope and influence, making democracy more participatory and information more localized. This presentation envisages about major key words like Vernacular journalism, democracy and knowledge society, participatory communication, media literacy and so on.

3. Review of Literature: This review synthesizes major themes and findings from scholarship on vernacular journalism and its relationship to democracy and the emergence of a knowledge society. Its groups literature into five thematic areas, they are reviewed below; 1.Theoretical foundations: 2.Historical and empirical studies of vernacular press 3.Vernacular media and democratic participation 4.Vernacularization in the digital era 5.Challenges, critiques and gaps Benedict Anderson’s  Imagined Communities  explains how print media in local languages helped form national and regional identities; Jurgen Habermas’s work on the public sphere frames media as a space for rational, critical debate essential to democracy. These theoretical lenses are commonly used to argue that vernacular media by communicating in the mother tongue and reflecting local norms creates inclusive public spheres where citizens who are excluded from elite language debate can deliberate and participate. Scholars link vernacular journalism to deeper democratic participation in three principal ways: (a) accessibility information in a familiar language lowers cognitive and cultural barrier to participation; (b) accountability local reporting on governance and service delivery creates bottom-up pressure on officials; and (c) agenda setting vernacular outlets can bring previously marginalized issues into political conversation.

4. Aims and Objectives: This paper aims to reveal how vernacular journalism functions as both a tool of democratic empowerment and a medium for knowledge creation, highlighting its evolving role in the digital era and suggesting policy measures to strengthen its credibility, inclusivity and sustainability.   Study objectives are; 1.To examine the historical development and evolution of vernacular journalism and its contribution to the democratization of information and public discourse. 2.To analyze how vernacular media enhances democratic participation by empowering regional voices, fostering inclusivity and bridging the communication gap between policymakers and the public. 3.To evaluate the role of vernacular journalism in promoting a knowledge society through the dissemination of information, education and awareness in local languages. 4.To identify the major challenges faced by vernacular journalism in the digital era such as political influence, commercialization and misinformation and to suggest strategies for strengthening its democratic and educational functions.

5. Methodology: The present study adopts a qualitative and descriptive research design supported by secondary data analysis. The methodology focuses on understanding the relationship between vernacular journalism, democratic participation and the development of knowledge society within the two regions. Data Sources: The research relies primarily on secondary data, collected from a wide range of credible academic and institutional sources such as Scholarly books and peer reviewed journal articles on journalism, democracy and media studies. Reports from media organizations like the Press Council of India, Registrar of Newspapers for India (RNI) and UNESCO. Research publications, conference papers and policy documents on the digital transformation of regional media. Online archives of prominent vernacular newspapers and digital platforms. Data Collection: Relevant literature, statistical data and empirical studies were systematically reviewed and analyzed. Data were categorized thematically historical evolution, democratic engagement, knowledge dissemination and challenges to establish coherent relationships between variables. Limitations: The study focuses on the Indian media landscape with selected comparisons to global practices. And it is limited to secondary data and qualitative insights. Therefore, it does not include primary field surveys or audience analysis. However, the comprehensive review of literature and case studies ensures depth and validity of interpretation.

6. Table: Role of  Kesari   and   Amrita Bazar Patrika  in addressing development issues as vernacular publications in the regions: Newspaper Founder / Editor Established Year Major Focus Areas Role in Development Issues Impact on Society Kesari Bal Gangadhar Tilak 1881 Political awakening, social reform, education, self-rule (Swaraj) - Highlighted social and educational backwardness under British rule. - Advocated for industrial and educational development of India. - Criticized British economic exploitation and taxation policies. - Encouraged indigenous industries and Swadeshi movement. - Promoted civic awareness and self-reliance. - Created public consciousness about national development. - Inspired youth toward education and self-improvement. - Strengthened nationalist ideology in Maharashtra and beyond. Amrita Bazar Patrika Sisir Kumar Ghosh and Motilal Ghosh 1868 Nationalism, political reforms, social justice, rural issues - Exposed economic exploitation and poverty caused by colonial policies. - Supported social reform movements like education for women and eradication of social evils. - Advocated land reforms and farmers’ welfare. - Promoted Indian entrepreneurship and cooperative movements. - Gave voice to the poor and marginalized sections. - Influenced nationalist leadership and freedom movements. - Helped shape early discussions on economic self-reliance and social development. - Played a crucial role in uniting public opinion for reforms and progress.

7. Newspaper Language/Region Average Daily Circulation (in millions) Readership (in millions) Ownership Type Dainik Jagran Hindi (North India) 3.2 65.1 Private Malayala Manorama Malayalam (Kerala) 2.6 38.4 Private Eenadu Telugu (Andhra/Telangana) 2.3 32.7 Private Vijayavani Kannada (Karnataka) 1.8 21.4 Private Daily Thanthi Tamil (Tamil Nadu) 1.9 29.6 Private Lokmat Marathi (Maharashtra) 1.7 28.2 Private Prajavani Kannada (Karnataka) 1.4 18.6 Private Table : Circulation and Readership of Major Vernacular Newspapers in India (2024) Issue Category Vernacular Media Coverage (%) English Media Coverage (%) Local governance and elections 35% 18% Education and literacy 22% 12% Health and sanitation 18% 10% Economic development & employment 15% 20% National politics and foreign affairs 10% 40% Table : Comparative Coverage of Democratic and Developmental Issues in Vernacular and English Media (Content Analysis, 2024)

8. Findings in the Study: Vernacular newspapers and digital platforms are the primary source of information for the majority of India’s population, particularly in rural and semi-urban areas. By reporting on local governance, elections and civic issues, vernacular journalism brings democracy closer to the grassroots level. People are more likely to understand, discuss and act on political and developmental issues when information is shared in their mother tongue. It empowers marginalized communities’ farmers, women and laborers by providing them representation and visibility in mainstream discourse. It reinforces cultural continuity by publishing literature, folklore and regional arts, ensuring that modernization does not erode traditional values. Online editions, social media news handles and mobile news apps in local languages increase participation, especially among the rural youth. Even, rise of regional YouTube channels, podcasts and mobile journalism has democratized news production, enabling new voices to emerge. Digital vernacular journalism allows instant feedback and citizen reporting, creating a participatory model of communication.

9. Conclusion: Vernacular journalism stands as one of the most powerful pillars of democratic communication and social transformation in India. Rooted deeply in the linguistic and cultural diversity of the nation, and it to bring democracy to the doorsteps of ordinary citizens. By communicating in regional languages, vernacular journalism makes information accessible, relatable and participatory thereby fulfilling the democratic ideal of informed citizenship . It has not only chronicled social and political change but has actively shaped public consciousness through its commitment to inclusivity, representation and empowerment. The study reveals that vernacular journalism performs a dual function: it democratizes communication and builds a knowledge society and it amplifies local voices, strengthens accountability and deepens civic participation. on the other, it promotes education, awareness and lifelong learning through information in the mother tongue. This dual role makes vernacular journalism indispensable in achieving sustainable development goals and realizing the vision of an informed, equitable and participatory society envisioned by India’s democratic framework. The future of democracy and knowledge dissemination in India depends on how effectively these challenges are addressed through media ethics, digital literacy and policy support. Strengthening regional media through technological innovation, community engagement and journalistic professionalism will ensure that it continues to serve as the conscience and voice of the people.

10. Suggestions and Recommendations: Based on the analysis and findings of the study the following suggestions and recommendations are proposed to strengthen vernacular media and enhance its contribution to democratic participation and knowledge creation. Media organizations should safeguard editorial freedom from political and corporate interference to maintain objectivity and public trust. Clear disclosure of ownership and funding sources can prevent conflicts of interest and improve accountability. Establish independent regional media councils to ensure ethical standards and fair journalistic practices. Schools, colleges and universities should include media studies and critical reading of news in the curriculum to develop informed citizens. NGOs and local institutions can organize awareness programs to teach people how to identify misinformation and use credible news sources. Citizen journalism and local reporting should be promoted to enhance democratic engagement at the grassroots level. Journalism schools and media houses should offer specialized training in vernacular reporting, ethics and investigative journalism.  Dedicated regional-language fact-checking units can curb the spread of misinformation and fake news. Government grants or tax benefits can be offered to regional and rural newspapers that promote public interest journalism. National and state level awards for outstanding vernacular journalists will motivate professionalism and innovation.

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