Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/23769
Title: State of Media Relations in the Nonprofit Sector in India
Authors: MALLIKA HEMANT DESAI
Keywords: media relations, nonprofit, India, relationship management, contingency theory, dialogic communication
Issue Date: 22-Feb-2011
Source: MALLIKA HEMANT DESAI (2011-02-22). State of Media Relations in the Nonprofit Sector in India. ScholarBank@NUS Repository.
Abstract: Media relations can be extremely valuable in the spread of democratic principles and the preservation of civil society. Especially in India, the world`s largest democracy, the presence of the free press can be an enabling tool for the millions of nongovernmental organizations (NGOs) that currently uphold the foundations of the Indian civil society. Despite India`s vast and vibrant media industry, media relations has not been studied in the Indian context let alone in the nonprofit sector. Clearly, there is a need to explore the tremendous potential that lies in a NGO-media relationship, and this thesis contributes towards this gap in public relations literature. In order to effectively examine the relationship between the NGOs and media in India, this study focused on the relationship management theory, contingency theory of accommodation and dialogic communication theory. A triangulated research was carried out where 20 in-depth interviews were conducted in Mumbai, and an all-India online survey generated 296 responses. Through an analysis of the qualitative data based on the grounded theory approach, and statistical analysis of the quantitative data, several insightful conclusions were drawn. It was found that NGOs primarily held negative perceptions of the Indian media; they based their decision to engage with the media industry on organizational factors (funding, manpower, expertise) and the changing media landscape; and mostly did not maintain open and dialogic relationships. While the NGO-media relationship is in its infancy, its potential to contribute to the civil society in India requires further monitoring through future studies.
URI: http://scholarbank.nus.edu.sg/handle/10635/23769
Appears in Collections:Master's Theses (Open)

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