SOCIAL RESPONSIBILITY THEORY

SOCIAL RESPONSIBILITY THEORY

Social responsibility theory refers to that media should be media being responsible

In context of advertising there are questions to be asked in terms of social responsibility. Do the advertisers have a responsibility only to their clients and not customers? Do they use any means necessary to sell their product that crosses moral and social responsibility boundaries?

They cannot turn their back on the community. The community will most easily understand and accept the messages. Something interesting may grab the public’s eye but will rarely convince and persuade effectively. A survey done amoung consumers show that the public is unhappy with advertising. The advertising claims are false, women are sexualized,

In this competitive market advertisers have forgotten their ethics.

Legally speaking the Advertising Standards Council has set a Code of Ethics. It has set up a Consumer Complaints Council.  The Pubic Relation Society of India also claims that it follows the International Code of Ethics. The Consumer Complaints Council receives about 500 complaints, half of which are filed by rivals.

This is where the government decides to steps in. The government has set up a censor board that does not allow vulgar, inflammatory advertisements to be displayed. Laws have been set and companies can be taken to court if false information is given.

However both the parties, the government and the advertisers are searching for a balance to keep the public happy.