SOCIAL RESPONSIBILITY OF NEWS MEDIA INDUSTRY; A CASE STUDY OF MADHYAMAM IN KERALA

Mrs. RENJITHA RAJEEV
Assistant Professor Of Commerce, Sri. C. Achutha Menon Govt College, Thrissur, Kerala

ABSTRACT
Corporate Social Responsibility (CSR) has emerged as a fundamental dimension of contemporary organizational functioning, extending beyond traditional profit-oriented objectives toward broader societal engagement. While CSR has been extensively examined in manufacturing and service industries, limited scholarly attention has been devoted to the media sector, despite its powerful role in shaping public opinion and democratic discourse. The media is widely regarded as the “fourth pillar of democracy,” and hence its social responsibility is both institutional and ethical.
The present study examines the social responsibility initiatives of Madhyamam, a prominent Malayalam daily newspaper in Kerala. Using a descriptive case study approach, the research analyses the healthcare assistance programme undertaken by the newspaper, evaluates its operational structure, and assesses its societal impact. The study is based on both primary data collected through structured interviews with officials and staff, and secondary data from reports and publications.
Findings indicate that Madhyamam’s CSR initiatives, particularly in healthcare support for economically disadvantaged patients, demonstrate a structured and sustained commitment to community welfare. The newspaper has developed a participatory funding mechanism and collaborative institutional network with hospitals, illustrating a model of socially responsible media engagement. The study concludes that media organizations can function not only as information providers but also as agents of social development and welfare.

Keywords: CSR, Health care, welfare measures, beneficiaries etc