Content analysis ofGreater Kashmir's‘Save dal campaign’

Abstract

Saving Dal Lake in India is presently one of the most burning environmental issues in state of Kashmir. The lake is dying an untimely death due to increasing pollution; as a result its open area has reduced significantly. In order to save the lake from further deterioration, there is a direneed to generate awareness among the people regarding its conservation. Here the role of media becomes very important as it informs people about the various measures regarding conservation of Dal Lake. One of the finest examples of media srole in generating environmental awareness is by a daily newspaper published from Kashmir called Greater Kashmir sSave Dal Campaign. The content analysis was carried out to explore the position of the Save Dal Campaign in broader picture of Advocacy Journalism. It could be concluded that the campaign was a perfect example of Advocacy Journalism. Greater Kashmir newspaper strongly highlighted the cause of Dal Lake, which is evident from the amount and consistency of coverage given to the issue. The newspaper has been publishing number of news stories, editorials, articles, pictures, cartoons and letters to editor vis-a-vis deplorable condition of the lake. It has also been trying its best to generate awareness about the issue, which can be gauged from the number and frequency of readers’ responses to the campaign.