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Media Advocacy

Media advocacy is generally understood as the strategic use of news-making through print and electronic media, like the TV, radio, internet, newspapers and magazines, to promote public debate on issues of current relevance and generate community support for changes in behavioural patterns and norms of the society, strategic policies of the Government and outlook and approach of the people towards important issues.

The prime objective of media advocacy, as Heritage India Foundation understands and practices it, is to always help policy makers and the general public to become actively engaged in creating systemic changes for progress and betterment of the world we live in.

Quality information, that is reliable and well-documented, should be the basis of the dialogues, resulting from media advocacy, that take place everywhere, including over social net works, within family circles, among organisational members and the general public, who are the ultimate decision makers in modern societies.

Mobilising community groups for pressurising policymakers is a successful method of bringing about changes. As policy-makers are the controllers of our environments and both the policy makers and the environments depend upon popular promotion, common people are the backbone of any campaign resulting from media advocacy.

Media Advocacy can gradually change deep-rooted prejudices among the people against the principles of equanimity towards all human beings, intolerance to differences of opinion, narrow-mindedness in evaluating aesthetic creativity, apathetic attitude towards protection of historic remnants that are proofs of some different cultural traditions that go against the present beliefs, indolence in acting against people who vandalise monuments and such other intrinsically malevolent social traits.

When the term media advocacy began to be used in the 1980s, it was a term for collaboration between public health groups and consumer advocates working on health and social issues. People who advocated tobacco control and worked for reducing alcohol-related problems were the first to be identified with this term. Then, people who campaigned for control of sugar-sweetened beverages in schools, for popularising breast-feeding, for encouraging more physical activity and such other progressive movements became identified with media advocacy.

Heritage India Foundation understands media advocacy in the broadest sense and uses media advocacy for a better world and brighter morrow for all mankind without any distinction between castes, creeds, countries, political leanings or colours.