January 28, 2026

Atish Singh

War on terror—International conflicts in Israel

Atish Singh January 16, 2026
War on terror—International conflicts in Israel

The Israel-Palestine conflict is a long-standing and highly complex international dispute centered on competing national aspirations and territorial claims. Spanning decades, this conflict has had profound regional and global ramifications, engendering intense political, social, and humanitarian challenges. This detailed analysis aims to shed light on the historical background, key issues, actors, and potential paths to resolution in the Israel-Palestine conflict.

1. Historical Background

The roots of the Israel-Palestine conflict can be traced back to the early 20th century when Zionist Jews sought to establish a homeland in Palestine, which was then under Ottoman rule. Following World War I, Britain gained control of Palestine and issued the Balfour Declaration in 1917, expressing support for the establishment of a “national home for the Jewish people.” The subsequent influx of Jewish immigrants and the Arab population’s concerns set the stage for decades of tension and conflict.

2. Partition and the Creation of Israel

Amidst growing tensions, the United Nations proposed a partition plan in 1947, which recommended the division of Palestine into separate Jewish and Arab states. While the Jewish leadership accepted the plan, Arab leaders rejected it, leading to the 1948 Arab-Israeli War. The Nakba, or catastrophe, is the term Palestinians use for the establishment of Israel and the displacement of hundreds of thousands of them.

3. 1967 Six-Day War and Occupation

The 1967 Six-Day War further altered the dynamics of the conflict. Israel successfully captured and occupied the West Bank, including East Jerusalem, the Gaza Strip, and the Golan Heights. The occupation of these territories and the establishment of Israeli settlements have been key sources of contention, as Palestinians view them as obstacles to the realization of their statehood and self-determination.

4. Key Issues

The Israel-Palestine conflict encompasses several fundamental issues:

  1. Borders and Territorial Disputes: The determination of borders and the status of Jerusalem remain highly contentious. Israelis and Palestinians both claim Jerusalem as their capital.
  • Israeli Settlements: The expansion of Israeli settlements in the occupied territories is a major point of contention. Palestinians argue that these settlements violate international law and hinder the establishment of a viable Palestinian state.
  • Security and Violence: The conflict has been marred by cycles of violence, including suicide bombings, rocket attacks, and military operations, resulting in loss of life, destruction, and mutual mistrust.
  • The 1948 Arab-Israeli War and subsequent conflicts, which resulted in the displacement of Palestinians, have led to a significant refugee population. The right of return for Palestinian refugees and their descendants to their ancestral homes remains a highly sensitive and unresolved issue.

5. Actors and International Involvement: The Israel-Palestine conflict involves a range of actors:

  1. Israeli Government: The Israeli government, led by various political parties, seeks to ensure the security and survival of the State of Israel and protect its citizens.
  • Palestinian Authority: The Palestinian Authority, established through the Oslo Accords, governs parts of the West Bank and engages in negotiations with Israel.
  • Hamas: A Palestinian political and militant group controlling the Gaza Strip, Hamas is viewed as a resistance movement by some Palestinians and a terrorist organization by others.
  • International Community: Numerous countries, regional organizations, and international bodies, such as the United Nations, European Union, and Arab League, have been involved in efforts to mediate and facilitate a resolution to the conflict.

6. Paths to Resolution

Resolving the Israel-Palestine conflict requires addressing the core issues and aspirations of both parties. Various proposals, negotiations, and peace initiatives have been put forward over the years in search of a lasting resolution. Some potential paths to resolution include:

  1. Two-State Solution: This approach calls for the establishment of an independent and sovereign Palestinian state alongside Israel, with mutually agreed-upon borders. It includes the recognition of East Jerusalem as the capital of Palestine and the negotiation of a just and fair resolution to the refugee issue.
  • Negotiations and Peace Processes: Several peace initiatives, such as the Oslo Accords, Camp David Summit, and the Annapolis Conference, have sought to facilitate negotiations between Israeli and Palestinian leaders. These processes aim to address key issues and establish a framework for peaceful coexistence.
  • International Diplomacy and Mediation: The international community has played a crucial role in facilitating dialogue, offering mediation, and promoting peace initiatives. Support from key stakeholders, including the United States, the European Union, and Arab states, has been instrumental in encouraging negotiations and building confidence between the parties.
  • Grassroots Initiatives and People-to-People Engagement: Civil society organizations, peace activists, and grassroots initiatives have sought to foster understanding, trust, and cooperation between Israelis and Palestinians. People-to-people engagement, educational exchanges, and joint projects can help build bridges and create conditions for peaceful coexistence.

The Israel-Palestine conflict remains a deeply entrenched and multifaceted issue, with far-reaching consequences for the people of the region and global stability. Understanding the historical background, key issues, and aspirations of both Israelis and Palestinians is essential for journalism students.

Reporting on the Israel-Palestine conflict requires a commitment to accurate, fair, and unbiased journalism. Journalists must navigate complexities, question biases, and present diverse perspectives to contribute to a comprehensive understanding of the conflict. Ethical reporting, sensitivity to human suffering, and an emphasis on the human stories behind the conflict are crucial in fostering empathy, dialogue, and peace.

As journalism students, by embracing critical thinking, promoting balanced reporting, and engaging with diverse narratives, you can play a vital role in informing the public, challenging misconceptions, and contributing to efforts aimed at a just and lasting resolution to the Israel-Palestine conflict.

7. Media coverage of the Israeli-Palestinian conflict

Media coverage has a major influence on public perception and understanding of international conflicts. One such conflict that garners significant attention is the ongoing Israeli-Palestinian conflict. As journalism students, it is essential to explore the complexities of media coverage in international conflicts, specifically focusing on Israel. This student-friendly and engaging section aims to provide a detailed examination of media coverage in the Israeli-Palestinian conflict, incorporating abstracts from a journalism point of view and promoting critical thinking and ethical reporting.

  1. Understanding the Israeli-Palestinian Conflict: To comprehend media coverage of the Israeli-Palestinian conflict, it is crucial to grasp the historical and political context. The conflict revolves around competing national aspirations and territorial disputes between Israelis and Palestinians. It encompasses issues such as land ownership, borders, settlements, security concerns, self-determination, and the status of Jerusalem. Both sides have experienced periods of violence, negotiations, and attempts to reach a peaceful resolution.
  • Challenges in Reporting on the Israeli-Palestinian Conflict: Journalists reporting on the Israeli-Palestinian conflict face a myriad of challenges. One key challenge is the deep-rooted narrative divide between the two sides, each having their own perspective and historical narratives. Journalists must navigate these complexities while maintaining objectivity and ensuring the inclusion of diverse voices. Access to information and sources can be another challenge. The conflict is marked by restrictions on movement, security concerns, and limitations imposed by authorities on both sides. Journalists must work diligently to seek out reliable and balanced sources to present an accurate and comprehensive account of events.
  • Media Narratives and Bias: Media narratives in the Israeli-Palestinian conflict play a significant role in shaping public opinion and understanding. Different media outlets may have inherent biases or perspectives that can influence the framing of events. This underscores the importance of media literacy, critical thinking, and the need to question sources, credibility, and objectivity.
  • Fact-checking and corroborating information from multiple sources: From a journalism perspective, reporting on the Israeli-Palestinian conflict requires adherence to ethical principles and responsible reporting practices. Journalists should strive for accuracy, fairness, and balance in their reporting. Fact-checking and corroborating information from multiple sources are critical to counter misinformation and ensure credibility. Journalists must also be mindful of their own biases and strive to present diverse perspectives. Providing a platform for Israeli and Palestinian voices, as well as voices from civil society organizations and experts, is essential in fostering a nuanced understanding of the conflict.
  • Ethical Considerations: Ethics play a vital role in reporting on the Israeli-Palestinian conflict. Journalists must maintain sensitivity, empathy, and respect for the people affected by the conflict. Reporting on human rights abuses, casualties, and other sensitive topics requires careful consideration of the potential impact on individuals and communities. Additionally, journalists must be cautious when reporting on security matters and military operations, ensuring that sensitive information is not inadvertently disclosed, compromising national security or endangering lives.
  • Promoting Dialogue and Understanding: Journalists have the power to promote dialogue, understanding, and empathy in the coverage of the Israeli-Palestinian conflict. By presenting balanced and accurate reporting, highlighting the human stories, and exploring the underlying causes of the conflict, journalists can contribute to a more informed and empathetic public discourse.

Media coverage in international conflicts, such as the Israeli-Palestinian conflict, carries immense responsibility. Journalists face numerous challenges when reporting on this complex and deeply divisive issue. By understanding the complexities, questioning biases, and adhering to ethical reporting practices, journalism students can navigate the intricacies of reporting on the Israeli-Palestinian conflict. Responsible reporting not only informs the public but also fosters understanding, empathy, and dialogue, contributing to a more peaceful and just world where diverse perspectives are acknowledged and respected.

  • Navigating media coverage: The Israeli-Palestinian conflict requires critical thinking skills and media literacy. Students should actively seek out different sources of information, compare narratives, and question the motivations behind media portrayals. Understanding the historical context, the complexities of the conflict, and the aspirations of both Israelis and Palestinians is crucial in presenting a balanced and accurate account.

Conclusion

Journalism students must approach the Israeli-Palestinian conflict with a commitment to ethical reporting. They should strive for accuracy, fairness, and impartiality, diligently fact-checking and verifying information before disseminating it. It is essential to challenge stereotypes, biases, and preconceived notions that may influence reporting. Moreover, responsible reporting on the Israeli-Palestinian conflict requires a commitment to human rights and an understanding of the impact of media coverage on affected individuals and communities. Journalists should ensure that their reporting is sensitive, respectful, and mindful of the potential consequences.

In a conflict as deeply entrenched as the Israeli-Palestinian, promoting dialogue, understanding, and empathy becomes paramount. Journalism students have the opportunity to shed light on the human stories behind the conflict, amplify voices from diverse perspectives, and contribute to meaningful conversations that transcend divisive narratives. By engaging in critical analysis, embracing ethical standards, and approaching media coverage of the Israeli-Palestinian conflict with empathy and objectivity, journalism students can play a pivotal role in fostering informed discussions, challenging misconceptions, and ultimately contributing to efforts towards peace and reconciliation.

Media coverage of the Israeli-Palestinian conflict demands a nuanced understanding, critical thinking, and ethical reporting. By exploring the complexities of the conflict, questioning biases, and presenting diverse perspectives, journalism students can contribute to a more comprehensive and responsible portrayal of the Israeli-Palestinian conflict. As future journalists, their commitment to accuracy, fairness, and promoting understanding is essential in shaping a more informed and empathetic public discourse.

War on terror—International conflicts in Syria

Atish Singh January 16, 2026
War on syria

Introduction

The conflict in Syria is a protracted and complex crisis that has gripped the nation since 2011. What began as a series of peaceful protests against the government of President Bashar al-Assad quickly escalated into a full-scale civil war, transforming Syria into a battleground for various domestic and international actors? This in-depth analysis explores the origins, key players, humanitarian implications, and global repercussions of the Syrian conflict.

1. Origins and Causes

The origins of the Syrian conflict can be traced back to the Arab Spring, a wave of pro-democracy uprisings that swept across the Middle East in 2011. Inspired by movements in Tunisia and Egypt, Syrians took to the streets to demand political reforms, social justice, and an end to corruption. The Assad regime’s brutal crackdown on these peaceful protests sparked widespread discontent and armed resistance, triggering the escalation into a full-blown conflict.

2. Key Players

  1. The Syrian conflict involves a complex web of actors with diverse interests and agendas. The primary parties include:
  2. Syrian Government: Led by President Bashar al-Assad, the government seeks to maintain its grip on power and preserve the existing political order.
  3. Opposition Forces: The opposition is a fragmented coalition consisting of various armed groups, rebel factions, and political entities. These groups range from moderate factions to more extremist organizations like Hayat Tahrir al-Sham and the Islamic State (ISIS).
  4. International Actors: External powers have played a significant role in the Syrian conflict. Russia and Iran have provided military and financial support to the Assad regime, while various Gulf States and Turkey have supported different rebel groups. Additionally, the United States and European countries have supported certain opposition factions and conducted airstrikes against ISIS.

3. Humanitarian Crisis and Displacement

The Syrian conflict has caused immense human suffering, with catastrophic consequences for the civilian population. The violence and indiscriminate attacks by all parties have resulted in the loss of hundreds of thousands of lives. The widespread use of barrel bombs, chemical weapons, sieges, and deliberate targeting of civilian infrastructure has led to extensive displacement, with millions of Syrians seeking refuge both within the country and in neighboring countries.

The humanitarian crisis in Syria has also been exacerbated by severe shortages of food, clean water, medical supplies, and adequate healthcare. The dire situation has given rise to issues such as malnutrition, disease outbreaks, and a generation of children deprived of education and traumatized by the violence.

4. Global Repercussions

The Syrian conflict has had far-reaching implications for regional and international security. It has become a focal point for various geopolitical rivalries, exacerbating tensions between Iran and Saudi Arabia, Russia and the United States, and Turkey and the Kurds.

  1. The rise of ISIS, which took advantage of the power vacuum and instability in Syria, led to a significant international effort to combat the group. The conflict also witnessed the use of chemical weapons, leading to calls for accountability and renewed debates on the prohibition and enforcement of such weapons.
  • Moreover, the influx of Syrian refugees has had profound socio-political and economic effects on neighboring countries and Europe. The mass migration has strained resources, triggered political tensions, and fuelled anti-immigrant sentiments in certain regions.
  • The conflict in Syria is a tragic and multi-faceted crisis that has devastated the country and reverberated across the world. Originating from peaceful protests for reform, the conflict has transformed into a complex civil war involving numerous domestic and international actors. The humanitarian consequences have been dire, with extensive loss of life, mass displacement, and a severe strain on basic services.
  • As efforts continue to achieve a political resolution to the conflict, addressing the immediate humanitarian needs and ensuring accountability for war crimes are paramount. The Syrian crisis reminds us how important it is to stop these kinds of wars from happening and how important diplomacy, conflict resolution, and working together with other countries are to keep the region peaceful and stable.
  • The path to resolving the Syrian conflict remains challenging and requires a comprehensive approach. It entails finding a political solution that addresses the grievances of all parties involved, fostering reconciliation, and facilitating the rebuilding and reconstruction of the war-torn nation. The international community plays a crucial role in supporting diplomatic efforts, providing humanitarian aid, and promoting dialogue among the conflicting parties.
  • Furthermore, addressing the root causes of the conflict, such as socio-economic inequalities, political repression, and sectarian tensions, is crucial to preventing future crises. Investing in sustainable development, inclusive governance, and human rights protection can help create the conditions for long-term stability and reconciliation in Syria.
  • The conflict in Syria serves as a stark reminder of the devastating consequences of war, the complexities of resolving international conflicts, and the importance of responsible and unbiased media coverage. Journalists have played a crucial role in shedding light on human suffering, raising awareness, and holding those responsible accountable. By understanding the complexities of the Syrian conflict and engaging in informed reporting, journalism students can contribute to fostering greater understanding, empathy, and dialogue among global audiences, ultimately paving the way for a more peaceful and just world.

Role and challenges of media

In the modern era, the media plays a crucial role in shaping public perception and understanding of international conflicts. One such conflict that has received extensive media coverage is the ongoing crisis in Syria. This engaging and student-friendly section aims to delve into the complexities of media coverage in international conflicts, specifically focusing on Syria. Drawing from a journalism perspective, we will explore the challenges faced by journalists, the impact of media narratives, and the ethical considerations involved in reporting on this complex and multifaceted conflict.

1. Understanding the Conflict

To comprehend media coverage of the Syrian conflict, it is essential to grasp the intricate nature of the crisis itself. The conflict in Syria emerged in 2011 as a series of protests against the government of President Bashar al-Assad, which later evolved into a full-scale civil war. The involvement of multiple factions, including government forces, rebel groups, extremist organizations, and international actors, has made it a highly complex and volatile situation.

2. Challenges Faced by Journalists

Journalists reporting on the Syrian conflict encounter a myriad of challenges. Firstly, gaining access to reliable and accurate information can be difficult due to the intensity of the conflict and the presence of multiple conflicting narratives. Journalists often risk their safety and face hazards such as violence, kidnapping, and censorship while operating in the region. Additionally, media organizations face constraints on reporting due to limited resources, language barriers, and political pressures.

3. Impact of Media Narratives

Media narratives play a significant role in shaping public opinion and understanding of the Syrian conflict. Different media outlets may have varying perspectives, biases, and agendas, which can influence the way events are portrayed. This highlights the importance of media literacy and critical thinking, encouraging students to question the sources, credibility, and objectivity of the information they consume.

  1. From a journalism perspective, reporting on the Syrian conflict requires adherence to ethical standards and responsible journalism practices. Journalists should strive for accuracy, verifying information through multiple sources before reporting. Due to the fluid and evolving nature of the conflict, updates and developments should be shared promptly, while acknowledging the possibility of misinformation and the need for ongoing fact-checking.
  • Journalists should also consider the potential impact of their reporting on the conflict’s participants and the wider public. Sensitivity, empathy, and respect for the people affected by the conflict are crucial when crafting narratives. Balancing the need to inform the public with the potential consequences of certain information becoming public is a constant ethical dilemma for journalists.
  • Ensuring diverse perspectives and voices are represented in media coverage is essential to provide a comprehensive understanding of the conflict. Journalists should seek out perspectives from different factions, locals, humanitarian organizations, and experts to present a nuanced view of the situation.

4. Reporting Challenges and Opportunities

  1. Reporting on the Syrian conflict poses several challenges, including physical risks, access to reliable sources, and navigating the complexities of the conflict itself. Journalists often face dangers such as airstrikes, bombings, and hostile checkpoints, making it imperative to prioritize their safety while gathering information.
  • Language barriers can also hinder effective reporting, as journalists may need interpreters or translators to communicate with locals and various factions. Moreover, the fluid nature of the conflict requires journalists to be adaptable and resilient, as the situation on the ground can change rapidly.
  • Despite these challenges, technological advancements offer opportunities for innovative reporting. Social media platforms, citizen journalism, and user-generated content have become integral sources of information, providing real-time updates and eyewitness accounts. However, journalists must exercise caution when verifying and contextualizing such content to maintain journalistic integrity.

5. Ethical Considerations

  1. Ethics play a critical role in reporting on the Syrian conflict. Journalists must prioritize the safety and well-being of the people they report on, ensuring that their identities are protected when necessary. This is particularly important when covering sensitive topics such as human rights abuses, refugee stories, and the involvement of minors in the conflict. Respect for cultural norms, privacy, and the potential for retribution are essential ethical considerations.
  • Additionally, journalists must be conscious of the potential impact of their reporting on ongoing hostilities. The dissemination of certain information, such as troop movements or sensitive military strategies, could have unintended consequences, endangering lives and undermining peace efforts. Balancing the public’s right to know with the responsibility to avoid harm requires careful judgment and editorial discretion.
  • Promoting accurate and unbiased reporting is paramount. Journalists should strive to provide a comprehensive picture of the conflict by seeking multiple perspectives and verifying information through independent sources. Fact-checking and cross-referencing are vital tools to counter misinformation and propaganda that often permeate conflicts.

6. Journalistic Responsibility and Role

  1. Journalists reporting on the Syrian conflict have a vital role in bringing attention to the humanitarian crisis, human rights violations, and the complexities of the conflict. By providing accurate and comprehensive coverage, they contribute to international awareness, foster dialogue, and hold those responsible accountable for their actions.
  • Journalists also play a crucial role in giving voice to the voiceless. Reporting on the experiences and perspectives of affected individuals, including refugees, internally displaced persons, and local communities, helps humanize the conflict and raises awareness of the human cost.
  • Journalism students must recognize their responsibility to approach conflict reporting with empathy, sensitivity, and integrity. They should strive to uphold the principles of truth, accuracy, fairness, and impartiality. By understanding the challenges, ethical considerations, and the power of media narratives, they can contribute to meaningful and impactful reporting in the future.
  • Media coverage of international conflicts, such as the Syrian crisis, carries immense responsibility. Journalists face significant challenges, including access to reliable information, physical risks, and ethical dilemmas. Understanding the complexities of the conflict and the impact of media narratives is essential for journalism students.
  • By maintaining journalistic integrity, seeking diverse perspectives, and adhering to ethical standards, journalists can provide accurate and comprehensive coverage that contributes to a better understanding of the conflict. Responsible reporting not only informs the public but also highlights the human stories and promotes empathy and global awareness.
  • As journalism students, embracing the complexities of media coverage in international conflicts like Syria empowers them to become conscientious journalists who navigate the challenges, promote truth, and play a crucial role in shaping public discourse and understanding of complex global issues.
  • Media coverage in international conflicts, such as the Syrian crisis, holds immense power to shape public perception, influence policy debates, and impact the lives of those involved. Journalists face numerous challenges when reporting on the Syrian conflict, from accessing reliable information to navigating safety risks.
  • Understanding media narratives, critically analyzing information, and promoting ethical journalism practices are vital for students studying journalism to navigate the complexities of reporting on international conflicts like Syria. By being aware of these challenges and ethical considerations, future journalists can strive for accurate, comprehensive, and responsible reporting, contributing to a more informed global audience.

Designing Publicity Assets (Canva, Adobe Premiere Pro, CapCut, InShot)

Atish Singh January 15, 2026
Canva, Adobe Premiere Pro, CapCut, InShot

Designing Publicity Assets

  • Motion posters, lyric videos, BTS reels
  • Tools: Canva, Adobe Premiere Pro, CapCut, InShot

Introduction

In the vibrant and diverse landscape of Indian cinema, designing effective publicity assets is a vital part of a film’s promotional strategy. Publicity assets encompass a range of creative materials—such as motion posters, teaser trailers, lyric videos, behind-the-scenes reels, and social media graphics—that are used to generate buzz and attract audiences both before and after a film’s release.

Indian films cater to a wide range of linguistic, cultural, and regional audiences. As a result, publicity assets must be crafted thoughtfully to resonate with different segments while maintaining a consistent brand identity for the film. These materials are not only designed to inform audiences about the film’s release but also to create excitement, establish visual identity, and connect emotionally with viewers.

With the advent of digital media and social platforms, the design and distribution of publicity assets have become more dynamic and interactive. Filmmakers and marketers now use advanced tools such as Canva, Adobe Premiere Pro, CapCut, and InShot to produce high-quality, engaging content that can be quickly adapted for various online and offline channels.

In summary, the art of designing publicity assets for Indian films plays a crucial role in shaping public perception, driving audience engagement, and ensuring a film’s commercial success in a highly competitive market.

Here are four movie case studies—two old and two new—highlighting the design and impact of publicity assets such as motion posters, lyric videos, and BTS (behind-the-scenes) reels, as well as the tools used in their creation:

I. MOTION POSTERS, LYRIC VIDEOS, BTS REELS

Here’s an analysis of motion posters, lyric videos, and BTS (behind-the-scenes) reels in Indian film marketing, with case studies of both old and new movies:

1. Motion Posters

Old Movie Example: “Ghajini” (2008)

  • Innovation: One of the first Indian films to use a motion poster for promotion.
  • Impact: The animated poster, featuring Aamir Khan’s muscular look and the film’s intense theme, created immense pre-release buzz and set a trend for dynamic digital promotional materials.

New Movie Example: “KGF: Chapter 2” (2022)

  • Modern Use: High-quality motion posters introducing lead characters were released online.
  • Impact: The visually rich and animated posters were widely shared on social media, attracting national attention and building anticipation across linguistic audiences.

2. Lyric Videos

Old Movie Example: “Dil Se” (1998)

  • Approach: Songs like “Chaiyya Chaiyya” were promoted through TV music channels with on-screen lyrics, though not as stylized as today’s lyric videos.
  • Impact: Made the songs accessible, allowing audiences to sing along and increasing recall value.

New Movie Example: “Pushpa: The Rise” (2021)

  • Strategy: Official lyric videos for songs like “Srivalli” and “Daakko Daakko Meka” were released on YouTube, featuring animated text and visuals from the movie.
  • Impact: These videos went viral, contributing to the songs’ popularity even before the movie’s release, and helping the film reach pan-Indian audiences.

3. BTS (Behind-the-Scenes) Reels

Old Movie Example: “Lagaan” (2001)

  • Method: Special behind-the-scenes TV features showcased the making of the cricket sequences and the film’s scale.
  • Impact: Helped audiences appreciate the effort and authenticity, enhancing the movie’s prestige and word-of-mouth promotion.

New Movie Example: “Pathaan” (2023)

  • Modern Approach: Short BTS reels were released as Instagram Reels and YouTube Shorts, highlighting action training, stunts, and candid moments with the cast.
  • Impact: Created a sense of excitement, allowed fans to connect with the stars, and drove engagement across digital platforms.

Summary Table

Asset TypeOld Movie ExampleImpactNew Movie ExampleImpact
Motion PosterGhajini (2008)Created trend, built anticipationKGF: Chapter 2 (2022)Went viral, expanded reach
Lyric VideoDil Se (1998)Song recall, audience engagementPushpa (2021)Viral reach, pre-release song success
BTS ReelLagaan (2001)Built credibility, audience connectionPathaan (2023)Social media buzz, fan engagement

Conclusion:
Motion posters, lyric videos, and BTS reels have become increasingly sophisticated and vital to film marketing over time. Old films laid the groundwork, while new movies leverage digital platforms and innovative design to maximize reach, hype, and audience connections.

II. TOOLS: CANVA, ADOBE PREMIERE PRO, CAPCUT, INSHOT

Here’s how tools like Canva, Adobe Premiere Pro, CapCut, and InShot are used in the creation of publicity assets for films, with examples and case studies from both old and new movies:

1. Canva

Use:

  • Design posters, social media graphics, infographics, event invites, and simple motion assets.

Film Examples:

  • Old Movie (“Dilwale Dulhania Le Jayenge”, 1995):
    • While Canva wasn’t available, similar graphic design tools were used for creating posters and lobby cards. If the movie were promoted today, Canva would be used for Instagram posts and fan engagement graphics.
  • New Movie (“RRR”, 2022):
    • Canva was used by the marketing team for rapid creation of shareable social media posters, countdown graphics, and regional language promotional posts, helping the film’s pan-India appeal.

2. Adobe Premiere Pro

Use:

  • Professional video editing for trailers, teasers, motion posters, lyric videos, and BTS reels.

Film Examples:

  • Old Movie (“Lagaan”, 2001):
    • Early digital editing suites like Adobe Premiere were used to cut trailers and TV promos, as well as to stitch together BTS featurettes aired on television.
  • New Movie (“Pathaan”, 2023):
    • Adobe Premiere Pro was central for editing sleek trailers, high-adrenaline BTS reels, and music video teasers released across YouTube and social media.

3. CapCut

Use:

  • Mobile-friendly, quick video edits for TikTok/Reels, meme videos, short lyric clips, and influencer collaborations.

Film Examples:

  • Old Movie (“Kabhi Khushi Kabhie Gham”, 2001):
    • While CapCut did not exist, similar short-form edits for TV spots were done with available tools. If promoted today, CapCut would be used for meme edits and Instagram Reels.
  • New Movie (“Jawan”, 2023):
    • CapCut was widely used for snappy, viral BTS clips, dance challenges, and fan engagement reels, making the promotional content more accessible and shareable.

4. InShot

Use:

  • Quick edits, resizing videos for different platforms, adding text, stickers, and effects for Instagram Stories and Facebook posts.

Film Examples:

  • Old Movie (“Dil Se”, 1998):
    • Modern re-releases or anniversary promotions use InShot for creating retro-style lyric videos and throwback content for social media.
  • New Movie (“Pushpa: The Rise”, 2021):
    • InShot was used to cut and format lyric videos, dialogue snippets, and dance step tutorials for Instagram and YouTube Shorts, driving fan challenges and trends.

Summary Table

ToolFunction in Film PublicityOld Movie ExampleNew Movie Example
CanvaPosters, social graphicsDDLJ (if today)RRR
Adobe Premiere ProTrailers, BTS reels, lyric videosLagaanPathaan
CapCutShort-form, mobile-friendly video assetsK3G (if today)Jawan
InShotQuick edits for stories, lyric cutdownsDil Se (modern promos)Pushpa: The Rise

Conclusion:
Modern tools like Canva, Adobe Premiere Pro, CapCut, and InShot have transformed film publicity, making high-quality graphic and video content creation accessible, efficient, and tailored for a digital, social-first audience. Old movies relied on traditional editing suites, while new films leverage these tools for engaging and viral promotions.

Influencer & Celebrity Collaborations

Atish Singh January 15, 2026
Influencer & Celebrity Collaborations

Influencer & Celebrity Collaborations

  • Bollywood stars, regional influencers, YouTube reviewers.
  • Paid vs. organic buzz: leveraging fan clubs and fandoms

Introduction

Collaborations with Bollywood stars, regional influencers, and YouTube reviewers have become essential strategies in movie marketing. There’s a significant difference between paid promotions (official endorsements, paid appearances, sponsored content) and organic buzz (word-of-mouth, fan-driven trends, viral moments). Let’s look at how both approaches have been used in old and new movies:

Case Studies & Examples

Old Movie: “Dilwale Dulhania Le Jayenge” (1995)

  • Influencer/Celebrity Engagement:

    • In the 90s, while digital platforms were absent, SRK (Shah Rukh Khan) and Kajol made multiple TV and radio appearances.
    • Organic Buzz: Word-of-mouth and fan clubs, especially among young audiences, played a key role. Fans organized screenings and events, keeping the film alive in public memory—leading to its record-breaking run in theaters.
    • Fandom Leverage: The film’s songs and dialogues were widely shared, and the cast’s charisma turned them into youth icons, encouraging organic fan-driven promotion.

New Movie: “Jawan” (2023)

  • Bollywood Star Power:

    • Shah Rukh Khan collaborated with major YouTube reviewers and regional influencers to promote the movie.
    • Paid Promotions: Official movie trailers and songs were released exclusively through popular YouTube channels, and influencers were invited to special screenings.
    • Organic Buzz: SRK’s massive fan clubs created viral trends on Twitter/X, Instagram Reels, and Facebook, sharing memes, dance covers, and reaction videos.
    • Regional Influencers: The film’s multi-language release led to collaborations with South Indian stars and influencers, expanding its reach.

Hybrid Example: “KGF: Chapter 2” (2022)

  • Regional Influencers:

    • The producers engaged Kannada, Telugu, Tamil, and Hindi influencers for paid promotions and preview events.
  • Organic Buzz:

    • Fan armies shared posters, created hashtag trends, and made fan edits—these were not sponsored but driven by genuine excitement.
    • YouTube reviewers like Filmi Indian and BeYouNick reviewed and discussed the movie, blending paid and organic content.

Summary Table

MoviePaid Promotion ExampleOrganic Buzz Example
DDLJ (1995)TV/radio interviews by actorsFan clubs, word-of-mouth, iconic scenes
Jawan (2023)Influencer screenings, YouTube collaborationsViral hashtags, fan content, meme culture
KGF: Chapter 2 (2022)Influencer previews, regional tie-insFan edits, social media trends, reactions

Key Insights

  • Paid collaborations ensure wide, targeted reach and control over messaging.
  • Organic buzz builds credibility and longevity, often driven by passionate fandoms and regional influencers.
  • The most successful marketing campaigns blend both, leveraging star power and fan enthusiasm for maximum impact.

Importance of Branding, Packaging and labeling in rural marketing

Atish Singh January 15, 2026
Importance of Branding, Packaging and labeling

Introduction

Branding, packaging, and labeling form the cornerstone of effective marketing by building consumer trust, differentiation, and product appeal. These elements work together to influence purchasing decisions and foster long-term loyalty. Here’s an overview of their importance, along with real-world case studies and examples:

Branding Benefits

Branding establishes a unique identity through logos, names, and values, making products instantly recognizable in competitive markets. It builds emotional connections, encourages loyalty, and justifies premium pricing, as consumers trust familiar brands over generics. Strong branding also simplifies marketing efforts and supports higher customer retention.

Packaging Role

Packaging protects products from damage, extends shelf life, and enhances convenience during storage and transport. Beyond functionality, it promotes brand visibility with eye-catching designs that differentiate items on shelves and create a memorable unboxing experience. Custom packaging tells a brand’s story, boosting awareness among consumers and wholesalers.

Labeling Functions

Labeling provides essential details like ingredients, usage, price, and quality, empowering informed buying decisions and ensuring regulatory compliance. It aids product identification, prevents malpractices, and reinforces branding through clear, bold information. Effective labels build trust by transparently communicating value and features.

Importance in Rural Marketing

1. Branding

  • Trust Building: Rural consumers often rely on brand reputation, as personal recommendations and word-of-mouth are strong influences.
  • Simplified Choices: Brands help rural buyers identify quality and authenticity in unfamiliar product categories.
  • Emotional Connection: Strong brands can create emotional connections, especially when aligned with local values or aspirations.

Example:
Lifebuoy Soap (Hindustan Unilever Limited)

Lifebuoy is a trusted brand in rural India due to consistent branding focused on health and hygiene. Their campaigns, such as “Swastya Chetna,” built trust and brand recall among rural consumers, making Lifebuoy a household name.

2. Packaging

  • Affordability and Accessibility: Innovative packaging (like sachets or smaller packs) makes products affordable for rural consumers with limited disposable income.
  • Protection: Packaging ensures products withstand harsh storage and transportation conditions in rural areas.
  • Convenience: Easy-to-use packaging attracts busy rural consumers.

Example:
Shampoo Sachets (CavinKare, HUL, P&G

The introduction of low-cost shampoo sachets revolutionized rural personal care markets in India. By offering affordable, single-use packs, companies like Chik and Clinic Plus captured a vast rural customer base that couldn’t afford larger bottles.

3. Labeling

  • Local Language Communication: Labels in regional languages make products accessible and understandable.
  • Information Dissemination: Labels provide necessary usage information, expiry dates, and ingredients, which is crucial where literacy rates may be lower.
  • Trust and Authenticity: Proper labeling assures consumers about product genuineness and safety.

Example:
FMCG Products (Parle-G Biscuits, Tata Salt)

Parle-G uses simple, bold labeling with clear product images and regional language text, making it easy for rural buyers to identify. Tata Salt’s labeling emphasizes purity and health, addressing rural concerns about adulteration.

Case Studies

Case Study 1: Nirma Detergent

  • Nirma’s low-cost, brightly colored packaging and simple branding appealed directly to rural Indian homemakers.
  • The product’s jingle, mascot, and easy-to-recognize yellow packaging helped build strong recall and trust in villages.

Case Study 2: Colgate Toothpaste

  • Colgate invested in education-driven branding, such as oral health camps in rural areas.
  • Packaging in smaller tubes and local language labeling increased accessibility, adoption, and trust.

Key Takeaways

  • Branding builds trust and recall, which is vital where personal recommendations matter.
  • Packaging enables affordability and convenience, making products physically and economically accessible.
  • Labeling bridges communication gaps, ensuring information is clear and persuasive.

In summary:

Strong branding, smart packaging, and regional labeling are not just marketing tools—they’re essential strategies for success in rural markets, as seen in the above examples from India and other developing economies.

Importance in Rural Marketing

1. Branding

  • Trust and Reliability: Rural consumers often rely heavily on trust and word-of-mouth when choosing products. Strong brands become symbols of reliability.
  • Easy Recognition: In areas with lower literacy rates, recognizable logos and colors help consumers pick the right products.
  • Aspirational Value: Brands can represent modernity or status, influencing rural buying decisions.

Example: Nirma Detergent

  • Nirma’s simple, memorable branding and jingle made it a household name in rural India, appealing to consumers’ trust and aspirations for cleanliness.

2. Packaging

  • Affordable Pack Sizes: Small sachets and low-cost packs make products affordable for daily-wage earners and low-income families.
  • Protection: Robust packaging ensures products survive rough transportation and storage in rural areas.
  • Convenient Use: Easy-to-open and resealable packs suit rural consumers’ needs.

Example: Shampoo Sachets (Chik, Clinic Plus)

  • The introduction of shampoo in sachets allowed rural consumers to try and use branded shampoo at a low cost, leading to rapid market expansion.

3. Labeling

  • Local Language Instructions: Labels in regional languages make products understandable and accessible to non-English-speaking consumers.
  • Essential Information: Clear labeling assures consumers of quality, expiry dates, and authenticity.
  • Building Trust: Proper labeling helps fight counterfeiting—a major rural concern.

Example: Parle-G Biscuits

  • Parle-G uses distinctive, simple labeling in regional languages, making it instantly recognizable and trusted in rural areas.

Case Studies

Case Study 1: HUL’s Lifebuoy in Rural India

  • Branding: Lifebuoy focused on health and hygiene, values highly relevant in rural communities.
  • Packaging: Sold soaps in affordable small packs.
  • Labeling: Used regional languages, making the product accessible and trusted.

Case Study 2: Tata Salt

  • Branding: Marketed as “Desh Ka Namak” (the nation’s salt), building an emotional connection.
  • Packaging: Hygienic, moisture-proof packs protected product integrity.
  • Labeling: Emphasized purity and iodization in local languages, educating rural consumers.

Summary Table

AspectImportance in Rural MarketingExample
BrandingBuilds trust, recognition, aspirationNirma, Lifebuoy
PackagingEnsures affordability, protection, convenienceChik/Clinic Plus Sachets
LabelingCommunicates quality, usage, and safetyParle-G, Tata Salt

In conclusion:

Branding, packaging, and labeling are not just marketing tools; they are vital for building trust, ensuring accessibility, and driving product acceptance in rural markets. Successful companies tailor these elements specifically for rural consumers, as seen in the above examples.

KARGIL CONFLICT & SURGICAL STRIKES ON PAKISTAN

Atish Singh January 12, 2026
KARGIL CONFLICT & SURGICAL STRIKES ON PAKISTAN

Introduction

The Kargil Conflict, also known as the Kargil War, was a significant armed conflict that took place between India and Pakistan in the rugged terrain of the Kargil district in Jammu and Kashmir. Lasting from May to July 1999, this conflict brought the two nuclear-armed neighbors to the brink of a full-scale war and had profound implications for regional security. In this brief and detailed section, we will explore the causes, key events, military strategies, and outcomes of the Kargil Conflict.

1. Causes and Background

The roots of the Kargil Conflict can be traced back to the long-standing territorial dispute between India and Pakistan over the region of Jammu and Kashmir. The Line of Control (LoC), established in 1972, demarcated the de facto border between the two nations in the region. In early 1999, Pakistani military forces, operating covertly, infiltrated across the LoC into the Indian-controlled territory of Kargil. Their objective was to capture strategic positions along the heights and disrupt Indian supply lines.

2. Key Events and Military Strategies

The conflict began to escalate when the Indian Army discovered the presence of Pakistani infiltrators on the Indian side of the LoC. India responded by launching Operation Vijay, a military campaign aimed at evicting the Pakistani forces from the infiltrated positions. The challenging terrain of the Kargil sector, located at high altitudes in the Himalayas, posed significant logistical and operational challenges for both sides.

The Indian military, utilizing a combination of ground forces, artillery, and airpower, initiated a series of counter-offensives to dislodge the entrenched Pakistani troops. The Indian Air Force played a crucial role in providing close air support and carrying out targeted strikes against enemy positions. The conflict witnessed intense combat, with both sides engaging in artillery duels, infantry assaults, and aerial dogfights.

3. International Diplomacy and Escalation

As news of the conflict spread, international pressure mounted on Pakistan to withdraw its forces from the Indian side of the LoC. The international community, including the United States, urged Pakistan to respect the sanctity of the Line of Control and resolve the dispute through diplomatic means. India, on the other hand, maintained that the infiltrators must be completely expelled before any negotiations could take place.
The conflict witnessed a dangerous escalation when Pakistan attempted to widen the scope of the conflict by targeting Indian cities with cross-border shelling. This move heightened tensions between the two nations, with fears of a broader war and concerns over the nuclear capabilities of both countries.

4. Resolution and Aftermath

Despite the challenging terrain and intense combat, the Indian military gradually regained control of the infiltrated areas. Pakistan faced mounting international pressure and diplomatic isolation, leading to a decision to withdraw its forces. By July 26, 1999, India declared a complete military victory, and Pakistan began a phased withdrawal of its troops.

5. The Kargil Conflict had several significant implications

It underscored the importance of vigilance along the Line of Control, exposed vulnerabilities in border security, and highlighted the need for improved intelligence and surveillance capabilities. The conflict also served as a reminder of the nuclear threat posed by the neighboring nations and the potential risks associated with their ongoing territorial disputes.

The Kargil Conflict was a stark reminder of the volatile nature of the India-Pakistan relationship and the deep-rooted issues surrounding the region of Jammu and Kashmir. The conflict tested the military capabilities, resolve, and diplomatic channels of both nations. While it resulted in a military victory for India, the Kargil Conflict serves as a sobering reminder of the constant challenges and complexities faced in maintaining peace and stability in the region.

The Kargil Conflict, which took place between India and Pakistan in 1999, presented unique challenges for media coverage due to the remote mountainous terrain and the limited access journalists had to the conflict zone. Analyzing the Kargil Conflict from the media’s perspective reveals the role of media in shaping public opinion, the challenges faced by journalists in reporting on a sensitive military operation, and the impact of media coverage on the conduct of the conflict and subsequent diplomatic efforts.

Limited Access and Reporting Challenges

The Kargil Conflict unfolded in a geographically challenging region, making it difficult for journalists to access the conflict zone. The remote locations, rugged terrain, and hostile weather conditions presented significant logistical challenges for journalists. Limited access to the frontlines and the need to rely on official briefings and military press releases posed difficulties in providing comprehensive and independent reporting.

1. Embedding Journalists and Official Narratives

During the Kargil Conflict, embedding journalists with military units was not a prevalent practice. Journalists had to rely on official military statements and information provided by the government. This reliance raised concerns about potential biases and the framing of the conflict through the lens of official narratives. Journalists faced the challenge of balancing their access to information with their responsibility to provide objective reporting.

2. Coverage of Human Stories and Sacrifices

Despite the limitations, journalists sought to cover the human side of the conflict by reporting on the stories of soldiers, their sacrifices, and the impact on their families. This focus on human stories added depth and emotional resonance to media coverage, helping the public connect with the personal experiences and hardships faced by those involved in the conflict.

3. Nationalism, Patriotism, and Media

Media coverage of the Kargil Conflict in India was marked by a surge in nationalism and patriotism. Journalists were faced with the challenge of reporting on the conflict objectively while responding to public sentiment and expectations. The media played a role in shaping public opinion, fostering a sense of unity, and garnering support for the military operation.

4. Information War and Propaganda

The Kargil Conflict witnessed an information war, with both India and Pakistan attempting to control the narrative and manipulate public perception. Governments on both sides disseminated propaganda, highlighting their military successes and downplaying their losses. Journalists had to critically analyze the information provided by official sources and navigate through conflicting claims to present an accurate picture to the public.

5. Public Engagement and Media’s Role

Media coverage of the Kargil Conflict played a significant role in engaging the public and fostering a sense of national solidarity. The reporting provided updates on the progress of military operations, showcased the bravery of soldiers, and sought to rally public support for the war effort. The media acted as a bridge between the frontlines and the public, keeping the nation informed and invested in the outcome of the conflict.

6. Diplomatic Implications and Peace Efforts

Media coverage of the Kargil Conflict also had implications for diplomatic efforts and peace negotiations between India and Pakistan. The reporting helped shape the public discourse surrounding the conflict and influenced the political environment. The media played a role in holding the government accountable, scrutinizing decision-making, and providing insights into the diplomatic efforts aimed at resolving the conflict peacefully.

7. Aftermath and Lessons Learned

The media’s coverage of the Kargil Conflict raised important questions about the conduct of the war and subsequent lessons learned. Journalists reflected on the limitations of reporting in conflict zones, the importance of independent verification, and the need to critically analyze official narratives. The conflict highlighted the significance of the media’s role in shaping public opinion and the responsibility of journalists to present a comprehensive and accurate account of events.

Media coverage of the Kargil Conflict played a crucial role in shaping public understanding, fostering national unity, and influencing the diplomatic efforts that followed. Despite the challenges of limited access and reliance on official narratives, journalists strove to provide comprehensive reporting, highlighting the human stories, sacrifices, and impact of the conflict. Media coverage also brought forth the complexities of an information war and the need for critical analysis of official claims.

The media’s portrayal of the Kargil Conflict sparked a surge of patriotism and national unity, with journalists playing a pivotal role in engaging the public and rallying support for the military operation. However, this heightened nationalism also presented challenges in maintaining objective reporting and critical analysis. Journalists faced the delicate task of balancing their duty to inform the public with their responsibility to question and scrutinize official narratives.

The media coverage of the Kargil Conflict extended beyond national borders, with international media outlets reporting on the developments and diplomatic efforts. The coverage influenced diplomatic discussions, public perceptions, and peace negotiations between India and Pakistan. Journalists played a crucial role in holding the government accountable, scrutinizing decision-making processes, and facilitating informed public discourse on the conflict’s aftermath.

The lessons learned from the media’s coverage of the Kargil Conflict emphasized the importance of independent journalism, verification of information, and critical analysis of official narratives. Journalists faced the challenge of reporting on a sensitive military operation while maintaining objectivity and avoiding the pitfalls of propaganda. The conflict underscored the media’s role in shaping public opinion, fostering national unity, and influencing diplomatic outcomes.

In conclusion, the media’s coverage of the Kargil Conflict exemplified the challenges and responsibilities faced by journalists reporting on sensitive military operations. Despite limited access and reliance on official narratives, journalists sought to provide comprehensive reporting, highlight human stories, and engage the public in understanding the impact of the conflict. The media played a crucial role in fostering national unity, shaping public perceptions, and influencing diplomatic efforts. The lessons learned from the media’s coverage continue to inform the practice of journalism in conflict zones, emphasizing the importance of independence, critical analysis, and responsible reporting.

SURGICAL STRIKES ON PAKISTAN

Introduction

In response to the devastating terrorist attack on an Indian military base in Uri on September 18, 2016, India launched a bold and unprecedented operation known as the “surgical strike.” This meticulously planned military action aimed to strike terrorist launch pads across the Line of Control (LoC) in Pakistan-administered Kashmir. In this brief and detailed section, we will explore the circumstances leading up to the surgical strike, the execution of the operation, its strategic implications, and the aftermath.

Source Image: India Today

1. Background and Justification

The Uri attack, orchestrated by Pakistan-based terrorist groups, resulted in the loss of 19 Indian soldiers. The brazen assault on the military base sparked outrage and a strong desire for retribution among the Indian populace. The attack underscored the urgent need for India to respond to such acts of terrorism originating from across the border.

2. Execution of the Surgical Strike

On the intervening night of September 28-29, 2016, India’s Special Forces conducted a surgical strike across the LoC. The operation involved targeted strikes on multiple terrorist launch pads located in the vicinity of the LoC. Special Forces units infiltrated deep into enemy territory under the cover of darkness, neutralizing terrorists and destroying infrastructure without causing collateral damage or escalating the conflict.

The surgical strike showcased India’s military precision, with troops employing advanced surveillance equipment, night vision devices, and GPS-guided munitions to carry out the operation. The mission’s success hinged on maintaining secrecy, minimizing risks, and swiftly withdrawing after achieving its objectives.

3. Strategic Implications and Global Response

India’s surgical strike on Pakistan marked a significant departure from its previous restrained approach to cross-border counterterrorism operations. By directly targeting terrorist infrastructure on Pakistani soil, India aimed to send a clear message that it would not tolerate cross-border terrorism. The surgical strike demonstrated India’s willingness to take proactive measures to protect its national security interests.

4. The global response to the surgical strike was varied

While many nations, including the United States, expressed understanding of India’s concerns regarding terrorism, some called for restraint and de-escalation of tensions between the nuclear-armed neighbors. Pakistan denied the occurrence of any surgical strike and downplayed the incident as routine border skirmishes.

5. Aftermath and Future Implications

The surgical strike significantly impacted the dynamics between India and Pakistan. It signaled India’s resolve to respond decisively to terrorist attacks and put Pakistan on notice regarding its support for militant groups. The surgical strike also had domestic implications, boosting the morale of the Indian armed forces and garnering public support for the government’s strong stance against terrorism. However, the surgical strike did not eliminate the threat of terrorism completely. The incident underscored the need for sustained efforts to dismantle terrorist networks, enhance border security, and improve intelligence-sharing mechanisms to prevent future attacks.

India’s surgical strike on Pakistan in response to the Uri attack showcased the nation’s determination to combat cross-border terrorism and protect its national security interests. The operation exemplified precision, careful planning, and a commitment to minimizing collateral damage. While the surgical strike served as a strategic statement, it also highlighted the ongoing challenges posed by terrorism in the region and the need for continued efforts to address the root causes of such acts.

Analyzing the media’s perspective on the surgical strikes conducted by India on Pakistan reveals a complex interplay between patriotism, media coverage, and the challenges of reporting on sensitive military operations. The surgical strikes, which took place in 2016 and 2019, were significant events that garnered widespread attention and sparked intense media coverage. Examining the media’s role in reporting these strikes sheds light on the challenges faced by journalists, the influence of nationalism and public sentiment, and the ethical considerations that come into play.

6. Limited Access and Information Control

Reporting on surgical strikes presented unique challenges due to limited access to the actual operations and the high level of information control by the respective governments. Journalists faced restrictions on entering the conflict zones and gathering firsthand information. They had to rely on official statements, government briefings, and military sources, which raised concerns about the potential bias and the need for independent verification.

7. Nationalism, Jingoism, and Media Coverage

The surgical strikes invoked strong nationalist sentiments in India, which had a significant impact on media coverage. Journalists faced the challenge of balancing their responsibility to provide accurate and objective reporting with the expectations and sentiments of the public. The media played a role in fostering patriotism and national unity, often amplifying the government’s narrative and evoking jingoistic sentiments.

8. Verification and Independence

The veracity of surgical strikes was a subject of debate and skepticism, particularly from the Pakistani side. Journalists had the responsibility to verify the facts and independently corroborate the claims made by the government. The challenge of obtaining reliable information, given the sensitive nature of the operations, required journalists to exercise caution and seek multiple perspectives to ensure accurate reporting.

9. Propaganda and Counter-Narratives

The surgical strikes triggered a battle of narratives and propaganda between India and Pakistan. Both sides sought to shape public perception through media channels and social media platforms. Journalists had to navigate through conflicting claims, propaganda, and disinformation campaigns, emphasizing the need for critical analysis and fact-checking to present an accurate picture to the public.

10. Ethical Considerations and Sensationalism

Reporting on sensitive military operations like surgical strikes raised ethical dilemmas for journalists. They had to balance the duty to inform the public with the potential risks of compromising national security or escalating tensions. Sensationalism and exaggeration were potential pitfalls that journalists had to avoid, ensuring responsible reporting and maintaining the public’s trust.

11. International Coverage and Diplomatic Implications

The surgical strikes received significant international attention, with media outlets around the world reporting on the developments and their implications. Journalists played a role in shaping international perceptions, influencing diplomatic discussions, and generating debates on the escalation of tensions between India and Pakistan. Reporting on the strikes required a nuanced understanding of regional dynamics and geopolitical implications.

12. Social Media and Instantaneous Reporting

The advent of social media platforms intensified the speed and reach of information dissemination during the surgical strikes. Journalists had to grapple with the challenges of handling unverified information, rumors, and the rapid spread of unfiltered narratives. The responsibility to fact-check, verify sources, and present accurate information became even more crucial in this era of instant reporting.

13. Public Sentiment and Media Accountability

The media’s coverage of the surgical strikes played a significant role in shaping public sentiment and influencing public opinion on national security issues. However, media accountability and responsible reporting became crucial in avoiding misinformation, sensationalism, and the manipulation of public sentiment. Journalists were under scrutiny to maintain objectivity and adhere to ethical standards amidst intense nationalistic fervor.

The media’s coverage of the surgical strikes on Pakistan exemplified the complexities and challenges faced by journalists reporting on sensitive military operations. Balancing the responsibility to inform the public with the need for independent verification and critical analysis proved to be essential. The media’s role in fostering nationalism, shaping public sentiment, and navigating the battle of narratives between India and Pakistan was evident in the coverage of the surgical strikes. Journalists were tasked with maintaining their independence and providing accurate reporting while being mindful of the potential for propaganda and sensationalism.

14. Ethical considerations

  1. Ethical considerations played a crucial role in the media’s coverage of the surgical strikes. Journalists had to carefully weigh the potential risks of compromising national security or escalating tensions against the public’s right to be informed. Responsible reporting necessitated verifying facts, seeking multiple perspectives, and presenting a balanced view of the events.
  • The emergence of social media as a powerful platform during the surgical strikes added a new layer of complexity to media coverage. Journalists had to contend with the rapid dissemination of unverified information and the need to counteract misinformation and disinformation. Fact-checking and responsible use of social media became imperative in ensuring accurate reporting and countering potential biases.
  • International media coverage of the surgical strikes had diplomatic implications, with journalists playing a role in shaping international perceptions and influencing diplomatic discussions. Understanding the geopolitical context and presenting a nuanced view of the events became essential in accurately portraying the situation and avoiding further escalation.
  • The media’s accountability to the public was a critical aspect of the coverage. Journalists were under scrutiny to maintain objectivity, adhere to journalistic standards, and provide accurate and unbiased reporting. Journalistic integrity and transparency were key in maintaining public trust, particularly during a time of heightened nationalism and emotionally charged events.

Conclusion

The coverage of the surgical strikes demonstrated the evolving role of the media in reporting on sensitive military operations. Journalists faced challenges of limited access, verification of information, and navigating the complexities of nationalism and propaganda. Ethical considerations and responsible reporting were paramount in ensuring accurate and unbiased coverage, while social media added new dimensions and challenges to the media landscape.

In conclusion, the media’s perspective on the surgical strikes reflected the intricate dynamics of reporting on sensitive military operations. Journalists had to navigate through limited access, nationalist sentiments, propaganda, and ethical considerations to provide accurate and responsible reporting. The media’s role in shaping public sentiment, influencing international perceptions, and upholding journalistic integrity played a significant role in the coverage of the surgical strikes and its subsequent impact on public discourse and diplomatic efforts.

Gulf war and the Media Coverage

Atish Singh January 12, 2026
Gulf war and the media coverage

Introduction

The Gulf Wars, a series of conflicts that unfolded in the Arabian Gulf region, have left an indelible mark on the modern geopolitical landscape. Spanning from 1990 to 2011, these wars significantly reshaped the dynamics of the Middle East and had far-reaching implications for global politics, military strategies, and regional stability. This brief section aims to provide a concise overview of the Gulf Wars, highlighting their causes, major events, and lasting consequences.

1. The Gulf War (1990-1991)

The first Gulf War, also known as the Persian Gulf War or Operation Desert Storm, emerged when Iraq, led by Saddam Hussein, invaded Kuwait in August 1990. Hussein sought to gain control of Kuwait’s oil reserves, triggering international outrage and condemnation. In response, a U.S.-led coalition, consisting of 35 countries, swiftly intervened to liberate Kuwait. The ensuing conflict witnessed a massive aerial campaign, ground offensives, and significant diplomatic efforts. The coalition’s military superiority led to Iraq’s expulsion from Kuwait, but Saddam Hussein remained in power.

2. Post-War Fallout and On-going Tensions

Although the Gulf War achieved its immediate objective of restoring Kuwaiti sovereignty, it left a trail of unresolved issues and lingering tensions. The United Nations imposed economic sanctions on Iraq, and a no-fly zone was established to protect the Kurdish population in the north and Shiite Muslims in the south. These measures aimed to contain Saddam Hussein’s regime, but they also created an environment of economic hardship and political instability within Iraq.

3. The Second Gulf War (2003-2011)

The second phase of the Gulf Wars began in 2003 with the U.S.-led invasion of Iraq. The primary rationale behind this intervention was to eliminate the perceived threat of Iraq’s weapons of mass destruction (WMDs) and to foster democracy in the region. However, the initial justifications for the war were later exposed, as no substantial evidence of WMDs was found. The invasion resulted in the overthrow of Saddam Hussein’s regime, but it also led to prolonged violence, insurgency, and sectarian conflict within Iraq.

4. Consequences and Legacy

The Gulf Wars had profound consequences that continue to shape the region and the world at large. The conflicts contributed to a rise in religious and sectarian tensions, particularly between Sunni and Shiite Muslims, leading to increased instability in Iraq and neighboring countries. The prolonged military presence of foreign forces also fuelled anti-Western sentiments and provided fertile ground for the growth of extremist groups, most notably Al-Qaeda in Iraq and its offshoot, the Islamic State (ISIS).

Moreover, the Gulf Wars altered the balance of power in the Middle East. They weakened Iraq as a regional player and provided an opportunity for Iran to expand its influence in the region. The conflicts also exposed the limitations of military force and highlighted the complex challenges of nation-building and post-conflict reconstruction.

The Gulf Wars of the late 20th and early 21st centuries have had far-reaching consequences, both regionally and globally. They changed the political, social, and security landscape of the Middle East, leaving behind a legacy of ongoing wars, instability, and changes in the balance of power. Understanding the causes and repercussions of these wars is critical to comprehending the complexities of the contemporary Middle East and the multifaceted challenges it continues to face in the pursuit of stability and peace.

The media’s coverage of the Gulf War symbolized an important shift in war reporting, showcasing advancements in technology, the 24-hour news cycle, and the complexities journalists faced in conveying accurate and balanced information to the public. Analyzing the Gulf War from the media’s perspective reveals the challenges of reporting in a highly controlled environment, the influence of new media technologies, and the ethical dilemmas journalists encountered during this conflict.

5. Media Access and Government Control

The Gulf War presented unique challenges for journalists due to the high level of government control and restrictions imposed on media coverage. Journalists were subjected to strict military regulations and limited access to the frontlines, relying heavily on press briefings and official statements for information. The limited access made it challenging for journalists to independently verify facts, resulting in a reliance on military sources and a potential loss of objectivity.

6. The Emergence of 24-Hour News

The Gulf War marked the first major conflict to be extensively covered by 24-hour news channels, such as CNN. The advent of round-the-clock news coverage provided real-time updates, bringing the war directly into people’s homes. This constant stream of information intensified public engagement but also led to challenges in verifying facts and maintaining accuracy amidst the pressure to deliver instantaneous news.

7. Technological Advancements in War Reporting

The Gulf War witnessed significant technological advancements in war reporting. Journalists utilized satellite phones, portable cameras, and live broadcast capabilities, enabling them to transmit images and reports from the battlefield in near-real-time. This technological leap allowed for more immediate and immersive coverage, but it also introduced new challenges in terms of information overload and the need for contextualizing raw footage.

8. Media-Military Relationship and Propaganda

During the Gulf War, the media-military relationship came under scrutiny, as journalists faced accusations of being used as conduits for military propaganda. Embedded journalists, while gaining access to the frontlines, were under scrutiny for potential biases and conflicts of interest. Journalists had to navigate the fine line between providing accurate information and potentially becoming instruments of military objectives. Balancing access with journalistic integrity became a delicate task for reporters on the ground.

9. Censorship and Control of Information

The Gulf War was marked by extensive government censorship and control of information. Journalists often faced restrictions on reporting sensitive military operations, casualties, and civilian suffering. The control of information by authorities raised concerns about transparency and the ability of journalists to provide a comprehensive and accurate account of the war. Journalists had to find creative ways to circumvent censorship, rely on unofficial sources, and challenge the narrative presented by the government.

10. Ethics and War Reporting

Ethical considerations were at the forefront of journalists’ minds during the Gulf War. They faced the challenge of reporting on the human cost of war while adhering to journalistic principles. Journalists were confronted with graphic images of destruction, casualties, and the impact of airstrikes on civilian infrastructure. Striking a balance between informing the public and avoiding sensationalism or causing unnecessary harm to individuals became a central ethical dilemma.

11. Coverage of International Perspectives

The Gulf War involved a multinational coalition, and media coverage had to encompass a range of international perspectives. Journalists sought to present a comprehensive understanding of the geopolitical dynamics, regional tensions, and the reasons behind different countries’ involvement. Providing a nuanced portrayal of international perspectives required extensive research, access to diverse sources, and the ability to navigate cultural and linguistic barriers.

12. Public Opinion and War Narratives

Media coverage of the Gulf War had a significant impact on public opinion. The vivid images and continuous coverage of the conflict shaped the narrative of the war and influenced public sentiment. Journalists faced the challenge of balancing their responsibility to provide accurate information with the potential for shaping public opinion. The media’s role in constructing narratives and framing the conflict influenced public perceptions of the war, the decision-making of political leaders, and the subsequent public support or opposition to military actions.

13. The Role of Embedded Journalism

Embedded journalism, introduced during the Gulf War, had both advantages and disadvantages. Journalists embedded with military units gained firsthand experience of the war, providing readers and viewers with detailed accounts of combat operations. However, this close association raised concerns about journalistic independence and objectivity. Journalists had to balance reporting the conflict’s realities with potential bias stemming from their close proximity to military personnel.

14. Lessons Learned and Evolving War Reporting

The Gulf War marked a significant milestone in war reporting, paving the way for future conflicts. Journalists and news organizations learned valuable lessons about the challenges of reporting in controlled environments, the need for independent verification of information, and the importance of presenting multiple perspectives.

The advent of 24-hour news channels and technological advancements continued to shape the landscape of war reporting, raising questions about the balance between speed and accuracy, as well as the ethical responsibilities of journalists in conflict zones.

The media’s coverage of the Gulf War showcased the evolving landscape of war reporting, marked by advancements in technology, challenges of media-military relationships, and ethical dilemmas faced by journalists. The conflict underscored the importance of independent journalism, accurate information, and a critical evaluation of media narratives in shaping public understanding and perceptions of war. Lessons learned from the Gulf War continue to shape the practice of war reporting, emphasizing the need for journalistic integrity, context, and a diverse range of perspectives to provide an accurate portrayal of conflicts and their implications.

Vietnam war and the Media (USA & Soviet Union)

Atish Singh January 12, 2026
Vietnam war and the Media

Introduction

The Vietnam War, which lasted from 1954 to 1975, was a protracted battle between the government of South Vietnam and its main ally, the United States, and the communist government of North Vietnam and its allies in South Vietnam, known as the Viet Cong. The struggle in Vietnam, sometimes known as the “American War” (or, in full, the “War Against the Americans to Save the Nation”), was a manifestation of the Cold War between the United States and the Soviet Union, as well as their allies, and was also a component of a larger regional battle (see Indochina wars).

North Vietnam’s aim to unite the entire nation under a single communist dictatorship based on those of the Soviet Union and China, which had overthrown the French colonial administration of Vietnam in 1954, was at the core of the struggle. On the other side, the administration of South Vietnam tried to maintain a Vietnam that was more closely associated with the West.

Initially deployed in modest numbers during the 1950s, American military advisors were widely implemented starting in 1961, and active combat forces were added in 1965. Moreover, over 500,000 Americans were serving in the military in Vietnam by 1969. The North, in turn, provided backing, political guidance, and regular combat soldiers for the battle in the South as the Soviet Union and China poured weapons, supplies, and advisers into the region. By 1973, all American combat units had left the country due to the mounting expenses and losses of the conflict. The North’s full-scale invasion of South Vietnam in 1975 resulted in its collapse.

The North Vietnamese communist government fought South Vietnam and its main ally, the United States, in the long, expensive, and contentious Vietnam War. The ongoing Cold War between the United States and the Soviet Union exacerbated the issue. Over 3 million people died in the Vietnam War, more than half of whom were Vietnamese civilians (including over 58,000 Americans).

Even after President Richard Nixon signed the Paris Peace Accords and ordered the withdrawal of U.S. soldiers in 1973, the American people’s opposition to the war remained deeply divided. South Vietnam was taken over by communist forces in 1975, which put an end to the war. The following year, South Vietnam was united as the Socialist Republic of Vietnam.

1. Origins and Key Players

The roots of the Vietnam War can be traced back to the country’s struggle for independence from French colonial rule in the mid-20th century. The conflict escalated after the division of Vietnam into communist North Vietnam, led by Ho Chi Minh, and the anti-communist South Vietnam, supported by the United States. The United States, driven by the domino theory and fears of communism spreading in Southeast Asia, committed military forces and became deeply tangled in the war.

2. Tactics and Technologies

The Vietnam War witnessed a stark contrast between conventional warfare and guerrilla tactics. The Viet Cong, a communist insurgency group in South Vietnam, employed hit-and-run attacks, ambushes, and complex tunnel systems, making it a formidable opponent. The U.S. and its allies, on the other hand, relied heavily on superior firepower, air strikes, and advanced technologies such as helicopters and napalm. This clash of strategies created a challenging and protracted conflict.

3. Escalation and Anti-War Movement

As the war dragged on, public sentiment in the United States grew increasingly divided. The images of violence, civilian casualties, and the controversial use of chemical defoliants like Agent Orange sparked widespread protests and an anti-war movement. Opponents argued against the war’s moral justification and criticized the U.S. government’s policies, leading to a significant shift in public opinion and a demand for troop withdrawal.

4. End of the War and Legacy

By the early 1970s, with mounting casualties and limited progress, the United States began withdrawing its forces from Vietnam. The Paris Peace Accords were signed in 1973, effectively ending American involvement, but the war continued between North and South Vietnam. In 1975, North Vietnamese forces captured Saigon, the South Vietnamese capital, leading to the reunification of Vietnam under communist rule.

The Vietnam War left a profound impact on the countries involved and the global stage. It claimed the lives of millions of people and caused immense suffering. The conflict exposed the limitations of military power and sparked debates on foreign intervention. It also influenced subsequent U.S. foreign policy decisions and shaped public skepticism towards future military engagements.

The Vietnam War serves as a reminder of the complexities and consequences of armed conflicts. It remains a symbol of the struggles for independence, the brutality of warfare, and the power of grassroots movements. Understanding this significant section in history allows us to reflect on the lasting legacy of the Vietnam War and strive for peaceful resolutions in future conflicts.

The Vietnam War stands as a defining moment in the history of media coverage of wars. The Vietnam War signified a significant shift in the dynamic between journalists and the military, and also in the public’s confidence in media reporting. The media’s coverage of the Vietnam War had a profound impact on public opinion, political discourse, and the anti-war movement. Analyzing the Vietnam War from the media’s perspective reveals the challenges faced by journalists, the evolving role of media in shaping public perception, and the consequences of media coverage on both the war itself and the field of journalism.

5. The Power of Television

The Vietnam War was the first televised war, bringing the harsh realities of combat directly into people’s living rooms. Television news networks, such as CBS with Walter Cronkite and NBC with its “Five O’Clock Follies,” provided graphic footage of the war, including scenes of violence, civilian casualties, and the emotional toll on soldiers. The immediacy and visual impact of television coverage deeply affected public opinion, provoking a sense of horror and disbelief among viewers.

6. Embedded Journalism

During the Vietnam War, the concept of embedded journalism emerged, where journalists were assigned to military units to provide on-the-ground reporting. This close proximity to soldiers allowed journalists to witness combat firsthand but also posed challenges to independent reporting. While embedding offered access to the frontlines, it also raised questions about objectivity and potential censorship, as journalists had to rely on military cooperation and faced pressure to present a positive image of the war effort.

7. The Pentagon Papers

The release of the Pentagon Papers in 1971 was a watershed moment for media coverage of the Vietnam War. The leaked documents, originally commissioned by the U.S. Department of Defense, revealed government deception, including the extent of U.S. involvement in Vietnam and the discrepancy between official statements and private assessments. The publication of the Pentagon Papers by The New York Times and The Washington Post highlighted the role of investigative journalism in uncovering hidden truths and holding the government accountable.

8. Media Criticism and Public Skepticism

The Vietnam War exposed the public to the harsh realities of war and raised doubts about the government’s narrative. Media coverage of the war led to increased skepticism among the public, as discrepancies between official statements and on-the-ground reporting became evident. Journalists faced criticism from government officials and segments of society who accused them of bias, anti-war sentiment, and undermining national security.

9. Changing Public Opinion

The media’s coverage of the Vietnam War played a significant role in shaping public opinion and fueling the anti-war movement. Television footage of the war’s brutality, combined with the publication of graphic images in print media, contributed to a sense of outrage and mobilized public opposition to the conflict. Journalistic reporting challenged the government’s claims of progress, exposing the realities of the war and its human cost.

10. Legacy and Lessons Learned

The Vietnam War had a profound impact on journalism, prompting a re-evaluation of the media’s role in war reporting. The war highlighted the importance of independent journalism, accountability, and the need for accurate, unbiased reporting. It also underscored the ethical dilemmas journalists face in balancing patriotism, objectivity, and the responsibility to inform the public. The lessons learned from the Vietnam War continue to influence media practices and the relationship between journalists, the military, and the public.

Conclusion

The media’s coverage of the Vietnam War had far-reaching implications, shaping public opinion, challenging government narratives, and playing a pivotal role in the anti-war movement. The war marked a transformative period for journalism, as journalists confronted the complexities of reporting in a conflict zone, grappled with issues of objectivity and censorship, and navigated the delicate balance between patriotism and the responsibility to inform the public.

The Vietnam War remains a critical case study in the power of media in shaping public perception and holding institutions accountable during times of war. The lessons learned from the Vietnam War continue to resonate, guiding journalists to approach war reporting with critical scrutiny, ethical considerations, and an unwavering commitment to truth and transparency.

The Vietnam War highlighted the power of visual media, particularly television, in shaping public sentiment and influencing policy debates. The vivid images of destruction, wounded soldiers, and civilian suffering conveyed the human cost of war, making it difficult for viewers to remain indifferent. The war’s graphic nature fuelled public outrage, sparking anti-war protests and amplifying calls for an end to the conflict.

The embedded journalism model employed during the Vietnam War presented journalists with unprecedented access to combat zones. While this approach provided intimate insights into the daily lives of soldiers, it also raised concerns about journalistic independence and impartiality. Journalists had to navigate the fine line between portraying the reality of war and facing pressure from military authorities to present a positive narrative. This tension highlighted the challenges of maintaining objectivity when operating within a tightly controlled environment.

The release of the Pentagon Papers exposed a significant disconnect between the government’s public statements and the private assessments of military officials. This revelation shook public trust in the government’s handling of the war and underscored the critical role of investigative journalism in holding institutions accountable. The publication of classified documents showcased the media’s capacity to uncover hidden truths, challenge official narratives, and shed light on the discrepancies between policy objectives and on-the-ground realities.

The media’s coverage of the Vietnam War also initiated a broader reflection on the role of journalism in democratic societies. It raised questions about the responsibility of the press to challenge government narratives, demand transparency, and provide an accurate portrayal of events. Journalists faced scrutiny from those who believed their reporting undermined national security or weakened public morale. However, the media’s commitment to reporting the truth and providing an accurate depiction of the war ultimately proved essential in informing public opinion and fostering an open dialogue about the consequences of military intervention.

The Vietnam War’s legacy continues to shape the field of journalism, influencing the reporting and analysis of conflicts. Journalists today strive to balance the duty to inform the public with the ethical considerations of reporting on sensitive and often dangerous situations. The Vietnam War is a reminder of how important it is for journalists to be objective and independent in order to hold governments accountable, promote transparency, and get people involved in issues that are important to the country and the world.

In conclusion, the media’s coverage of the Vietnam War marked a pivotal moment in the history of war reporting. Journalists faced unprecedented challenges, grappled with ethical dilemmas, and brought the realities of the war to the forefront of public consciousness. The lessons learned from this era continue to inform journalistic practices, emphasizing the need for responsible, critical, and independent reporting in times of conflict. The media’s role in shaping public perception and holding institutions accountable remains a powerful force in ensuring an informed and engaged citizenry.

 

Media’s coverage of wars and conflict

Atish Singh January 12, 2026
Media’s coverage of wars and conflict

Introduction

The media plays a crucial role in shaping public opinion and perception of wars and conflicts around the world. Through their reporting, journalists provide a window into the complexities, human impact, and geopolitical implications of these events. This section investigates the complex dynamics of media coverage of wars and conflict, exploring the role of journalism, ethical considerations, and prominent recent examples that demonstrate the challenges faced by media professionals in this critical domain.

Covering wars and conflicts demands a delicate balance between providing accurate information and upholding ethical standards. Journalists play a vital role in informing the public, exposing human suffering, and holding all parties accountable. By navigating challenging environments, adhering to professional standards, and providing balanced perspectives, journalists contribute to a deeper understanding of the complexities and consequences of wars and conflicts.

1. Role of Journalism in Conflict Zones

Media coverage of wars and conflicts provides crucial information about the human toll, humanitarian crises, and the broader geopolitical implications. Journalists act as eyewitnesses, relaying stories from the frontlines, documenting atrocities, and giving voice to affected communities. Their presence and reporting serve as a catalyst for public awareness, humanitarian response, and international intervention.

2. Ethical Challenges and Responsible Reporting

Journalists face numerous ethical challenges when covering wars and conflicts. They must balance the imperative of reporting accurately with the sensitivity of the situation and the potential impact on the safety of those involved. Respecting the privacy and dignity of victims, verifying sources, and avoiding the dissemination of misinformation are vital considerations for responsible reporting in conflict zones.

3. Balancing Objectivity and Advocacy

The line between objective reporting and advocacy journalism becomes blurred in conflicts where human rights abuses, political oppression, and humanitarian crises prevail. Journalists must navigate this delicate balance, presenting accurate information while providing a platform for marginalized voices, raising awareness, and advocating for justice. The challenge lies in maintaining professionalism and fairness without compromising the truth.

4. Prominent Recent Examples

Prominent recent examples of media coverage of wars and conflicts include the Syrian civil war, conflicts in Yemen and Afghanistan, and regional tensions in the Middle East. Journalists have documented the humanitarian crises, civilian casualties, and geopolitical complexities of these conflicts, shedding light on their far-reaching consequences. Their reporting has influenced public opinion, humanitarian responses, and international policies.

5. Humanizing the Impact

Media coverage of wars and conflicts should prioritize human stories, highlighting the impact on individuals and communities affected by violence. Journalists humanize the conflict by sharing personal narratives, providing insights into the lived experiences of those caught in the crossfire. By amplifying these voices, media coverage fosters empathy and raises awareness of the human cost of war.

6. Media Manipulation and Propaganda

In conflicts, media manipulation and propaganda play a significant role in shaping narratives and influencing public opinion. Journalists must critically evaluate information, fact-check claims, and maintain independence from partisan agendas. By exposing misinformation, exposing propaganda, and providing balanced analysis, media coverage helps counter manipulation and supports a more informed understanding of conflicts.

Media coverage of wars and conflicts serves as a vital conduit of information, shedding light on the complexities, human suffering, and geopolitical implications. Journalists, as frontline witnesses, play a crucial role in informing the public, holding parties accountable, and advocating for peace and justice. By upholding ethical standards, presenting diverse perspectives, and humanizing the impact, media students can contribute to responsible and impactful coverage of wars and conflicts, thereby fostering greater understanding and promoting a more peaceful world.

Types of appeal in advertising

Atish Singh January 12, 2026
Types of appeal in advertising

Introduction

An advertising appeal is a method that uses a type of message intended to influence the way the consumer relates to what is being sold. In order to reach the consumer, the right appeal needs to be used, and that is based on the objective of the campaign and the type of consumer being targeted. Irrespective of what product or service we are marketing, it’s important to understand your audience and understand what inspires them. The following seven appeals are the most common strategies advertisers use to reach their target audience and motivate them to buy.

1. Emotional appeals

Emotional appeals are the best collective appeals used by marketers. This type of appeal targets a consumer’s emotions and influences consumer involvement. Whenever a marketer can get a consumer to identify with a situation, particularly through emotional connection, the conversion rate (purchase) increases dramatically. Emotional appeal also includes

  • Personal appeal—focused on emotions centred around the need for love, joy, self-esteem, happiness, safety, and family well-being
  • Social appeal—focused on the individual need for recognition, respect, involvement, affiliation, and status
  • Fear appeal—focused on individual needs based on fears…fear of loss of health, safety, and beauty
  • Humor appeal—It is proven that “humor” sells, because attention, association, and memory recall are improved through an engaging humorous message.

2. Sex appeals

Sex exercises the strongest effect on consumer attitudes among seven different appeals commonly used in advertising. Sex appeal has been used for so many years by marketers to capture the attention of the sexes. An advantage of using sex appeal is that it is proven to break through clutter. If you’re advertising in a busy time slot, using sex appeals will help the ad get noticed; this helps in increasing brand recognition. The disadvantage of sex appeal is that it can be challenging and may cause negative reactions with different cultures.

3. Humour Appeals

Humor is a proven appeal type for grabbing attention and keeping it. When consumers find something humorous, it has value because it causes them to watch, laugh, and, most importantly, remember. By capturing the viewer’s attention, humor appeals cut through advertising clutter and allow for enhanced recall and improved moods; consumers who are happy associate the good mood with the product and service. E-Trade’s talking baby ad campaign provides an example of this appeal, with a goal of attracting viewer attention through humor. But funny ads can be hard to make because if they’re poorly received, only the ad is remembered, not the product or brand.

4. Fear appeals

Fear can appeal to people when a product or service is needed to help reduce risk in someone’s life—such as the risk of financial failure, poor health issues, the security of losing a home, and even political choices.  The emotion of fear can be used effectively as long as it is not too extreme or harsh—which may ultimately affect your brand. Therefore caution is in order. Think of BCAA Life Insurance’s question, “How would they get by without you?” campaign.

5. Rational appeal

Rational appeal aims to focus on the individual’s functional, utilitarian, or practical needs for particular products and services. Emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. Rational appeals use logic, facts, and data to convince consumers to buy products and are often found in advertisements for medications, cookware, and cleaning products.

6. Music appeal

Music in advertising refers to music integrated in (mass) electronic media advertisements in order to enhance their success. Music in advertising affects the way viewers perceive the brand by different means and on different levels and “can significantly affect the emotional response to television commercials.” In advertising, “music can serve the overall promotional goals in one or more of several capacities.”

David Huron came up with six primary categories, which include entertainment, structure and continuity, memorability, lyrical language, targeting, and authority establishment. Being able to use music in advertising has made advertisements more enticing and attention-getting for the audience. Fifteen seconds is currently the standard duration of a television commercial so advertisers need to be able to successfully grab their audience’s attention, which music does.

7. Scarcity appeal

“Majority of stock sold!” “Nearly sold out!” Are you getting nervous by seeing these kinds of phrases in advertisements? Do you have the feeling that you have to buy this product? Scarcity is based on limitations. Scarcity appeal is often used with fear appeals to help in affecting customers by missing out on a potential event. The advantage of scarcity appeal is that it is great for encouraging users to take action. The disadvantage of scarcity appeals is that they must be genuine to consumers; otherwise, they will induce negative attitudes towards the brand.

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