From shaping narratives during periods of unrest to highlighting the transformative developments post-2019, the media in J&K has been a powerful force in moulding public opinion and fostering societal change.
Syed Showkat
In cities like Delhi and Mumbai, journalism primarily revolves around reporting incidents, socio-political developments, and daily happenings. However, in a volatile region like Kashmir, journalism takes on a much deeper responsibility, extending beyond mere reporting to actively shaping public perception. The role of the media in Kashmir intersects with the very fabric of society, often challenging the boundaries of traditional professionalism.
Jammu and Kashmir has historically lagged behind in adopting technological advancements, exposure, and education compared to other parts of the country. Cultural shifts, like the rise of radio jockeys, startups, and dine-out trends, arrived in the valley much later than in metropolitan cities. During the region’s most turbulent periods, news dissemination was confined to local platforms. All India Radio (AIR) Srinagar, established in 1948, became a cornerstone for broadcasting news, and the early 1990s saw the emergence of DD Kashir, a local Doordarshan channel.
These platforms played a pivotal role in shaping public opinion, with their broadcasts often forming the foundation of how the common Kashmiri viewed socio-political realities. This historical context highlights the significant influence of media in the region, where journalism has been both a tool for information dissemination and a powerful instrument for shaping public perception.
With the advent of multimedia journalism and widespread access to smartphones, reporting in Kashmir has become both swift and ubiquitous. Platforms like Facebook, YouTube, Instagram, and other social media channels have given nearly everyone a voice, making news more accessible than ever before. However, this accessibility has also complicated the process of forming informed opinions, as stories from various media outlets flood social media feeds. region like Kashmir, where media—both print and digital—has always played a critical role, this shift demands careful scrutiny.
To illustrate the media’s significant influence in shaping public perception, I reflect on the last major period of unrest in 2016, following the killing of Hizbul Mujahideen commander Burhan Wani. In July 2016, Burhan was killed in the Kokernag area of Anantnag, sparking widespread protests across the valley. In response, authorities imposed a blockade on both telephone and internet services, effectively limiting the reach of digital media, which was still in its infancy. During this time, print media became the primary source of information. Newspapers continued to be published and circulated as scheduled, providing the only access to updates across the valley. I vividly recall the headlines of prominent Kashmiri newspapers during that period, which were often emotionally charged and ideologically driven. Titles such as “Why We Need Freedom,””Kashmir Cries for Freedom,” and “Out on Streets in Discipline” dominated the front pages, reflecting narratives that leaned heavily towards secessionism. These publications, widely read across the region, often shaped the opinions of their audience without rigorous fact-checking or alternative viewpoints. For over a decade—from 2007 to 2017, with peak years in 2008, 2009, 2010, and 2016—these headlines and articles left a profound impact on public sentiment, fuelling unrest and solidifying divisive narratives. By the time Article 370 was abrogated in 2019, the government had seemingly learned from this experience. As a result, newspapers were barred from publication for two to three months, recognizing the profound role media had historically played in influencing public opinion and shaping unrest in the region.
Since the abrogation of Article 370 in 2019, Kashmir has not experienced internet blockades, enabling the rapid growth of digital media. Today, news is just a click away, and the readership of offline and print media has significantly declined. Even prominent print outlets have transitioned to robust digital platforms to keep pace with the changing landscape. The focus of media coverage has shifted toward highlighting positive developments in the region. Stories about Kashmir’s booming tourism, the rise of startups, the revival of filmmaking, the transformation of Srinagar into a bustling smart city, and other progressive milestones dominate headlines. These narratives reflect the outcomes of the hard-earned peace that the region has witnessed over the past five years. The change in mindset among Kashmiris is not only due to the prevailing peaceful environment but also because media outlets now amplify stories that contribute to the holistic development of Jammu and Kashmir. For example, annual day celebrations in schools—a longstanding tradition in other parts of India—are relatively new in Kashmir. Media coverage of such events inspires small-scale schools to adopt similar practices, fostering a culture of celebration and progress. This micro-level example illustrates the broader influence of media on society. On a larger scale, the absence of media promotion of separatist ideologies has played a crucial role in shifting public opinion. Over the past five years, Kashmir has not witnessed a single hartal (shutdown strike), a testament to the collective desire for peace and harmony among its residents. Critics often claim that media freedom is restricted in Kashmir, but this notion is worth challenging. There are numerous stories highlighting issues such as inadequate hospital facilities and the lack of potable water—clear evidence of journalistic freedom to critique the government. However, if promoting secessionism is considered “freedom of the press,” then Kashmir does not need such a definition of freedom.
The media has been instrumental in shaping public opinion in Jammu and Kashmir, evolving from its earlier role in driving conflict-related narratives to highlighting peace and progress. While it continues to guide public discourse, its immense power necessitates constant scrutiny to ensure it fosters unity, development, and truth, serving the greater good of the region.
