Mobilizing the Public at Multiple Levels: Satyamev Jayate, a Case Study

• In Event: Entertainment Media and Politics

Abstract

Launched in May of 2012, Satyamev Jayate is the boldest talk show that has come to Indian audiences since TV’s introduction to the Indian society. Apart from being anchored by a popular filmstar, Aamir Khan, and covering some topics that have not been given due attention in the news or popular media, the show is aired simultaneously in five languages. Each of the episodes has sparked a nation wide discussion on topics overlooked by the mass media, except in the form of coverage in print media.

However, Satyamev Jayate (‘Only the truth triumphs’), has combined several factors that make us reconsider the power of a ‘mass medium’, which in the wake of new media revolution, scholars had written off as passé.

This paper analyzes the strategies used by the show to inform, educate, and validate –by interviewing victims, social activists and experts. Building upon the previous work of the author on mobilizing information, the paper extends the argument and definition of what ‘mobilizing information’ can imply and how an ‘old medium’ is still very relevant in bringing attention to social issues, and generating a public discourse. The concept of mobilizing context, embedded in the formant and aim of the show, is introduced, and the first episode is content analyzed to illustrate how the show, very efficiently, utilizes language, appeals, and various interactive features to involve the public.

Author

• Charu Uppal, Karlstad U