Crisis communication : Role of audio visual media in times of disaster

Abstract

Audio Visual Media are the very core of Mass Communication. Written word, pictures, videos, voices songs etc. contribute to tools for communicating with masses. With the passage of time, Audio Visual media has gained far more relevance in the mass communication domain. With Television, computers and then internet and digital platforms revolutionising the communication sector, there are more and more forms of Audio as well as visual forms of media constantly bombarding informational and emotional material to consumers. What was once a tool to spread awareness, has now digressed to becoming a catalyst to align people to specific ideologies. In times of Crisis, mass communication plays a critical role in making or breaking the society. Audio visual media has played a crucial role in ensuring credibility of information spread through relevant images, interviews and videos. But ever since digital platforms have come into common practice, credibility of information has been heavily compromised. With editing or morphing images and videos, the new trend is to use manipulated Audio Visual information to spread rumors and misinformation, to suit one’s propaganda. This research intends to delve into this situation and try to analyse the roots of this problem. Through qualitative case study based research, this study intends to understand the complexity and try to propose a suitable solution to bring the credibility of Audio Visual media back in Mass Communication.