UNDERSTANDING ADVERTISEMENTS

 

CLASS-VII                           SOCIAL AND POLITICAL LIFE-II

CHAPTER 7.                UNDERSTANDING ADVERTISEMENTS

Where we get advertisements?

•        TV, Radio, Newspapers, Hoardings

•        Taxis and Rickshaws

What advertisements do?

•        Draw attention to products

•        Describe the product

•        Create interest to buy the product

Branding

•        Builders Brand: stamping product with particular name and sign

•        Branding differentiate it from other products

•        Pulses are sold as: urad, moong, tur (now 24 organics or Top Taste Daal- branding)

•        Convince to use that product- either as value or taste (in above example)

•        Helps to give an appealing image

•        People judge others based on brands used

•        Branded pulses would cost more than loose pulses- cost of packaging and advertising included- no more insects, no more requirement to seal, longer shelf life

•        Linking personal emotions to advertisements – help to increase sales

•        Publicized by film stars or heroes- links to life style of rich

•        Life style: Peoples lives being identified by the products they own, the clothes they wear, the places they eat in, etc.

•        Patanjali: popularized by Baba Ramadev (Indigenous Brand)- comparing prices

 

 

 

 

What the reality?

•        A popular model may charge Rs.5 lakhs or more per advertisement

•        The telecast rate for a 30 second advertisement on a major TV channel is Rs. 1.65 lakh

•        Cost of bringing out a quarter page color advertisement in a leading news paper is Rs. 8.36 lakh

•        Costs a lot of money

•        Only large companies can advertise

•        Home made industries- cannot advertise

•        Sell in weekly markets

•        Packaged product negatively affects the small business- quality creates lack of respect for poor and small industries

•        Those who cannot afford to buy feel unhappy or bad

•        These usually focus on lives of rich- equality in society is not matched

•        Plays strong influence on daily lives

How is advertisement made?

•        Not easy

•        Lot of market research is involved

•        After seeing advertisement- person must intent to buy

•        Associate them

 

 

 

………The end………

UNDERSTANDING MEDIA

CLASS-VII                           SOCIAL AND POLITICAL LIFE-II

CHAPTER 6.       UNDERSTANDING MEDIA
WHAT IS MEDIA?
Media is the plural form of the word medium and it describes various ways through which we communicate in society.
Media refers to all means of communication, from a phone call to evening news.
TV, Radio, News paper are a form of media that reaches millions of people.

LINK BETWEEN MEDIA AND TECHNOLOGY:

TRADITIONAL MEDIA:

1.   Broad Cast- Television, Radio, Music and Movies

2.   Print-News Paper, Magazine, Radio, Signs

NEW MEDIA:

Web sites, You Tubes, Facebook, Whatsapp, Apps, Email, Smart phones, Ebooks, Blogs, Streaming video and music, Wikis, etc.

Technology:

q Technology that mass media uses keeps changing

q News paper, TV, Radio- reach masses

q Print Media and Broadcast (widely transmitted) or electronic media

q Now to internet

q Technology getting modern- Improve sound and image quality

q TV image travel by satellite and cables

q Sitting in India-n see a storm that hits USA

q TV has made the world closer and smaller

COST

•        Some Technology are expensive

•        Lights, Cameras, Sound recorders, Transmission satellites

•        Newsreader in news studio- cameras and light

•        Mass media earns money by advertising different things like cars, chocolates, clothes, mobile phones etc.

 

MEDIA AND DEMOCRACY

•        Provide news and discuss events (e.g., crackdown on polluting factories and closure of factories cause unrest)

•        Write letter to minister

•        Organize public protest (large number of people come together), signature campaign     

•        ask govt. to rethink its program

•        Independent media- no one should control and influence the news coverage, reliable informations and is not biased

•        This is not reality. Why? Control that govt. has on media (censorship) – censorship occurred in emergency 1975-77

•        Govt. censors the film but no censorship on news – still no balanced story is provided

HOW TV WORKS?

•        Windows to the world

•        Earn from advertisement cost

•        Media’s continual need for money and its links to advertising – it doesn’t report against those who fund and now not independent as has close links to business

•        It focus on one side of story to make it interesting – more public support

SET AGENDAS

•        Media sets the agenda – influence our lives and shape the thoughts

•        Decide stories

•        Decide what is networthy

•        E.g., published reports for pesticides in cola drinks

•        What needs to be focused ? Safe drinking water, demolition of slums

•        Khabar Lahriya: Fortnightly by 8 Dalit women in Chitrkot district, UP in Bundeli language. 8 pages newspaper reports on dalit issues and cases of violence against women and political corruption.

•         Censorship: Govt. can prevent media from publishing certain news.THE END

WOMEN CHANGE THE WORLD

CLASS-VII                           SOCIAL AND POLITICAL LIFE-II

CHAPTER 5.       WOMEN CHANGE THE WORLD

•        Efforts by women movement to change discrimination

•        Farmer, teacher, scientist, pilot

•        83.6% working women are engaged in agriculture work

•        Women are better as nurse, linked to women role in family

•        Due to stereotyping that science requires technical mind- girls lack this field like engineering

•        Stereotype- when we believe on religion, wealth, language are bound to have certain fixed characteristics or can only do a certain type of work

•        Some likes to face challenges

•        Boys asked to go for science subject for career pursuit

•        Boys asked not to cry at an early age

Past

•        Skill of reading and writing was known to few

•        Children learn work with families e.g women collected mud and prepared earth for pots, not operated wheels so were not potters

•        Education and learning ideas emerged

•        Schools become common

•        Girls now sent to schools for education

Ramabai known as “Pandita”: never went to school but read and write Sanskrit. Established mission in Khedgaon near Pune in 1898, where widows and poor women were encouraged to become literate and independent- by learning skills for carpentry, printing press, etc.

Rash Sundari Devi (1800-1890) in West Bengal- Autobiography in Bangla “Amar Jiban”, first autobiography written by an Indian woman (housewife from rich landlord’s family).

RokeyaSakhawat Hossain: Rich family with lands, could read and wrote Urdu but not Bangla and English. Write with help of elder brother and sister. Wrote story titled sultan’s Dream in 1905 with a place called Lady land(women has liberty to study, work and inventions). In 1910, she started school for girls in Kolkata.

•        Girls living schools higher SC/ST as compared to General

•        Muslim girls in school for 3 years and other for 4 years

•        Lack of proper schools and teachers

•        Lack of transportation

•        Family cannot bear cost of education

•        Children leave schools as they are discriminated

Women Movement

Improvement in health, legal reforms and violence

Women movement- individual and collective efforts, diversity, passion and effort

Spread awareness

•        Street plays, songs and public meetings

•        Fight discrimination- protesting, raise voice against violation (break the laws), public rallies and demonstration

•        Seek justice

•        Campaign which lead to new laws

•        Legal protection

•        Protect against sexual harassment at work place and educational institution

•        Women groups spoke for dowry deaths in 1980 (Satyarani- active member)

•        Showing solidarity- with other women holding candles at Wagah borders

•        8^th March- International Women Day

 

 

 

………The end………

ROLE OF THE GOVERNMENT IN HEALTH

CLASS-VII : SPL-II

02.    ROLE OF THE GOVERNMENT IN HEALTH

 

•        Right to health as Fundamental right, but provisioning is unequal

•        Democracy: Govt. to work for welfare- education, health, employment, housing or development of roads, electricity, etc.

Health

•        Fitness to wellness (Ayush Mission)

•        Remain free from illness or injury

•        Adequate food

•        Clean drinking water

•        Pollution free environment

•        Without mental stress

Health care in India

•        Largest medical colleges in world

•        Largest number of doctors

•        Medical tourism from many countries

•        Pharmaceutical industry is 3^rd largest in volume and 14^th largest in value

Issues faced

•        TB is the biggest killer

•        Malnutrition

•        Communicable diseases

•        Plight of rural areas

Public Health Care System

•        Run by Govt.

•        Look after health of large number of people

•        Mission Indradhnush- Vaccination

•        National Health Assurance Mission- free drug and diagnostics and insurance coverage

•        Improper health care facilities to people

•        Rush in OPD (Out Patient Department)- people first brought in without being admitted), long queue

Public Health Care System

•        Run by Govt.

•        Look after health of large number of people

•        Mission Indradhnush- Vaccination

•        National Health Assurance Mission- free drug and diagnostics and insurance coverage

•        Improper health care facilities to people

•        Rush in OPD (Out Patient Department)- people first brought in without being admitted), long queue

•        Both rural and urban areas

•        PHC (Primary Health Centre)- at village level

•        District: Dist. Hospital

•        Money to run these comes from taxes paid

•        Free and lowcost services

•        Prevent the spread of diseases such as TB, Malaria, Jaundice, Cholera, etc.

•        According to UNICEF, more than 2 million children die every year in India from preventable infections

•        Safeguard the right to life

Private Health Care System

•        Doctors have private clinics

•        Rural areas: Registered Medical Practitioners (RMPs)

•        Urban areas: Specialized services

•        Diagnostic service

•        Pharmaceutical shops

•        Not controlled by the Govt.

•        Patient needs to pay more

Health Care and Equality

•        Private sector in health care is increasing

•        Private sector confirmed to urban areas

•        Services of private sector run by profit

•        Private sector has higher cost with expensive medicines

•        Incorrect practices by private sectors

•        Doctor sprescribed unnecessary medicines, injections or saline bottles when tablet or simple medicines can suffice

•        Only 20% can afford medicines when ill

•        40% admitted patients have to borrow money

•        Illness- leads to anxiety and distress for poor mainly the bread earner

•        Lack of money- no proper medical treatment

•        Tribal areas lack health centers

Resolving Issues

•        Responsibility of government

•        Equal health care to poor and disadvantaged

•        Health depends on basic amenities and social conditions of people

•        1996: Kerala Govt. 40% budget to Panchayats- water, food, govt. and education, anganwadies, health care (focus on insufficient beds and doctors).

Coasta Rica:

•        Healthiest country in South America

•        Maintains no army and uses the budget on health, education, and basic needs of people

•        Safe drinking water, sanitation, nutrition and housing

•        Constitution:  duty of the state to raise the level of nutrition and the standard of leaving and to improve public health.

 

 

 

 

……… the end ……