Themedia plays a critical role in shaping the population focus andperception about various objects, events, and even countries. As aresult the role of the media cannot be underestimated. Additionally,the media is required to come up with proper regulatory and code ofconduct policies will paint the native country in good lightinternationally. The media policies and code of conduct greatlyinfluence how a country is perceived in the international sphere bypeers and interested investors. Due to this the country’sauthority’s in the media industry are supposed to come up withpolicies that encourage transparency in addition to responsibility.The media policies are guidelines that regulate and give directionto the industry players In the industry. Narrowing down to UK’smedia policies we would like to analyze their effects on thecountry’s branding internationally (Freedman,2008).Through the paper we will seek to evaluate the effect of the mediapolicies. The effects will be analyzed on various facets namely thebranding of the country in the international sphere and theperspective that has developed on its people due to that.Additionally, the media soft power shall be analyzed and ways that itaffects decision making apparatus.
TheUK media industry is one of the brand ambassadors of the country.This is aided by the fact that the country hosts some of the biggestrespected and authoritative media players in the world. Among themare channels that a world brand and are watched across the globe. Asa result of this the media becomes a strategic partner in acting asbrand ambassador for the country. It is the role of the media topaint the country in good light to the international community.Moreover, it is the role of the media to shape the view of theinternational community towards the citizens of given country. Themedia is single handedly empowered to either positively paint theimage the country’s citizens or negatively paint them .In UK themedia popularity cannot be undermined since it command a substantialrespect in the society. The media is charged with maintainingdemocratic process by educating the citizenry and sensitizing them ontheir role in the society. Additionally, the media is charged withexpansion of the freedom of expression. Additionally, the UK media ischarged with preventing misrepresentation of information. Moreover,the media is charged with prevention of suppression of criticalinformation from the public.
Giventhe rise in the power of the media players it critical for thegovernment to ensure that proper polices are passed and followed toensure that the country gains are protected(Freedman, 2008).On this front the media has succeed in positively painting thecountry. The campaign through media outlets has the country tocontinually attract investors into the country. Additionally, themedia as guided by their regulatory framework has painted the UKcitizenry in good light ensuring they continue enjoying goodhospitality and treatment upon visits to other countries (Dean,2013). Themedia has promoted the art of transparency through avoidance ofkeeping information hidden from the public eye. The UK media asguided through the various policies is known to uphold a high levelof professionalism .This has enabled it to win internationalcommunity confidence. Ideally, citizens from countries depend on theUK media for credible information. This has earned the media a softspot in the in the hearts of many people. As a result, the UK mediahas become an opinion leader since most of the followers depend onthe information presented to make informed decisions.
Inthe international arena the media has been able to been able topositively paint the country and it citizens. This is attributable tothe media policies that encourage proper representation of theinformation and always putting the country interest at hand. However,this does not interfere with the media independency since it onlyoffers guides on the way carrying out business (Chakravartty,2006).The policies only sensitize the media personalities on the importanceof protecting the image of its country and its citizenry. The imagethe media paints influences all the sector of the economy and maylead to deterioration of the economy if goes unchecked. The abovehighlighted point underscores the role of media in the internationalbranding of the country. An ideal example is a media industry thatcontinually pains it country and citizenry in bad light in theinternational media. The expected results include reduction in thenumber of international visitors in the country coupled with reducedinternational investor’s appetite. The ultimate result from such ascenario is a gross economic slowdown (Chakravartty,2006). .The economy slow down would further lead to unemployment and furtherdeterioration of the standards of living. To curb such incidencesoccurring in the country the media the UK media framework has come upwith policies aimed at ensuring the media exercises responsibility inthe dissemination of the information
Inthe international arena the media is also charged with painting thecountry as a protector and respecters of human rights .It is theresponsibility of the media to correct perceived wrong notions aboutthe state and its people. All these are provision made in the mediapolicies. In UK the media is required to be passionate about theinterest of the state .The policies are drafted taking into interestthe transparency of the media .However, the interest of the state arealso factored in given the soft power the media owes. The failure toregulate the media industry may plunge the country into irreparablesituations. To prevent this occurring the policies offer clear guideon that that’s required to ensure that nations are protected. Toprotect the UK media policy covers all the channels of informationranging from digital media to print media(Psychogiopoulou, 2012).To protect the acquired gains the journalist are required to upholdthe highest standards of professionalism as stipulated in the UKmedia policies.
Theother important aspect of the UK is the disciplinary procedures thatare well laid out to the media industry personalities that may seekto undermine the country in the international sphere. Thedisciplinary procedures ensure that individuals are not allowed todestroy the country image internationally to make monetary gains(Psychogiopoulou,2012).This helps protect the country from risk brought about by individualspropelled by self interest. As a result, the media is restricted toreporting credible information that has been confirmed. This reducesthe incidences of media peddling rumors internationally maynegatively affect the country.
Inconclusion the media policy in the UK must be applauded for the senseof responsibility it has brought in the media industry. This hasenabled the media maintain its public relation role to the nation.The media has continually helped attract visitors and investors tothe country due to the well drafted media policies. However, it isimportant to note that the media has not been scrupled by state toonly present positive news while suppressing others. The importantbit is that the media has maintained its independency.
Chakravartty,P., & Sarikakis, K. (2006). Mediapolicy anad globalization.Edinburgh: Edinburgh Univ. Press.
Dean,M. (2013). Democracyunder attack: How the media distorts policy and politics.
Freedman,D. (2008). Thepolitics of media policy.Cambridge, UK: Polity.
Psychogiopoulou,E. (2012). Understandingmedia policies: A European perspective.Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.