The role of the press and media is to inform, scrutinize and serve the public interest. It is meant to verify facts, present multiple sides, and hold power accountable. In Nagaland today, this basic understanding is increasingly blurred.
With the rise of social media and the proliferation of platforms, the line between journalism and publicity has thinned. Content creators who document events are often mistaken for journalists. But recording and broadcasting an event is not the same as reporting it. Journalism demands verification, context and editorial judgment. A camera alone does not make news.
A growing concern is the rise of paid content presented as news. Despite rules against paid news, many events are publicized in ways that resemble reporting but lack independence. Organizers often hire content creators or even media outlets to showcase events in a favorable light. This is publicity, not journalism. When such material is consumed as news, it distorts public understanding. One sided narratives replace balanced reporting, and society loses the ability to engage with truth.
The media must also share responsibility. When standards slip and objectivity is compromised, audiences begin to accept diluted content as normal. Clickbait headlines, sensationalism and the tendency to tell people what they want to hear rather than what they need to know have further eroded trust. Over time, this conditions the public to confuse noise with news.
The consequences are serious. Paid news sidelines genuine journalism. It rewards visibility over credibility and weakens the role of the press in a democratic society. Without media literacy, audiences are left vulnerable to manipulation and selective narratives.
There is also a practical point for institutions and organizations. Most have designated officials for information and publicity. Issuing clear press releases to all media outlets, in text, visual, or any other form, is both efficient and appropriate. Hiring select platforms while expecting others to provide coverage encourages a culture of paid news. It also undermines fairness and professionalism.
A healthy media ecosystem requires responsibility on all sides. Journalists must uphold standards. Institutions must respect the distinction between publicity and news. Most importantly, the public must learn to recognize the difference. Without that clarity, the very foundation of an informed and accountable democracy begins to erode.