OBJECTIVES AND IMPORTANCE OF COLUMNS:Friendly atmosphere, Analysis

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Feature and Column Writing MCM 514

LESSON 23

OBJECTIVES AND IMPORTANCE OF COLUMNS

Some objectives must be fulfilled by columnists, as these add to the importance of columns.

Before discussing the significance of the column-writing, it is necessary to study and examine the nature

and utility as well as the temperament of the columns, which collectively adds to the concept of column-

writing. There is a personal and individualized tinge in the column-writing. The tone of the column-

writing is often friendly and of amicable atmosphere. The columns are written by those journalists, who

have vast experience information, knowledge and keen observation in attractive and alluring style of

writing.

Friendly atmosphere

It is the objective of the column-writing to make a friendly and amicable atmosphere, without any

intermediary between the direct contacts with the columnist. The readers feel a newness, freshness and

friendliness in the writing and reading of columns of diverse nature.

Essence of Experience

The columnists undertake to mingle their life-long experience and knowledge in their columns, in friendly

tones and amicable atmosphere. The columnists mould and mobilize the readers to sustain a fair amount

of desirability to go through the columns.

True genuine public opinion

To enrich their knowledge, information and to form a strong habit for reference, cross-reference and

repeated consultation are carried out. A personal column based on wisdom and worldly and religious

knowledge assists the columnists for true and genuine public opinion.

Individuality

The tinge of personal and individual inclination is predominant present in the column-writing. We usually

notice few names of columnists in all the newspapers and periodicals, whose columns enjoy popular

approval. Their writings and sayings are given proper importance and weight due to individuality and

personal address.

Propagation of supreme values

Mainly current affairs and the issues of the times are the subjects of these columns. The art and the

demands of the column-writing are to present the issues by detailed explanation and explanation. The

Columns are mainly made the means to propagate the high values in the society, serve as deterrents of

social and other evils and suggest measures to combat the evils and other social malpractices and other

reformatory measures. The masses are constantly reminded the supreme values of life besides other

matters, which are usually, overlooked by the general masses.

Colourful statements

The various columns are manifestations of stylish and colourful statements and pieces of prose. A single

newspaper contains usually more than one column on different permanent subjects or topics or captions.

These present a pageantry of colourful pieces of prose-writing, different standard styles of writing,

excellent literary pieces. All the readers can enjoy the particular styles and logical compositions with the

background of intensive and extensive reading and experience of long years of practice. Each and every

column strongly portrays the writer's expertise, mastery on style and language, wide scholarship etc. The

various columns assist to get rid of the freedom and tedium of the other types of writings, included in the

newspapers, as articles, assays etc. The style and language of the columns comprise essentially of literary

taste, poetic thought, humorous tinge, dramatic and narrative style, simplicity, spontaneity, rhetoric and

preaching finish, scholarship, learning, knowledge, pathos, sympathy- almost all other colours.

Feature and Column Writing MCM 514

Analysis

The columns necessarily work on analytical process, with thought provoking operation, besides providing

opportunities to the learned people and intelligentsia to offer their views and opinions and analytical

studies of the issues under discussion. Columns objectively project the excellently composed pieces of

prose, logically and rhetorically knit arguments, stylishly framed wordings, which collectively serve to

guide and instruct and habituate the readers to think on sound foundations individually and collectively.

Auxiliary to Editorial

Though columns comprise of diverse subjects and topics but also, include those subjects and topics,

which incidentally or otherwise have been excluded or missed in the editorial page. In this way, columns

are actually the supplements to the editorials and prove the best auxiliaries to the editorial articles.

Direct address to the readers

A column is in fact an address made by the columnist direct to the readers. The columnist creates a

friendly atmosphere, which is most conducive for exchange of views for discussion and especially for the

transmission of news, views, and opinions. In this particular atmosphere, routine mode is applied to

analyze and discuss the problems of everyday life. Sometimes, a columnist often gives answers to the

queries of the readers, besides some selected portions of the readers are presented. Sometimes, a

columnist selects some news for further detailed discussion, information and guidance for the readers. All

functions of personalized journalism are accomplished through these Columns.

A columnist may attain good readership and find a sound place among the readers, by exhibiting a note of

authority. A columnist characterized with authority commands a great respect among the circles, for the

soundness of his views and opinions. His columns are kept in great esteem and his sayings are given full

weight. This very quality makes him cautious about his judgments and sayings. In other words, he has to

be on guard against rash judgments, immature thoughts, half-truths and obvious propaganda.

Cater to newspapers needs

Columns cater to the needs of the newspapers, periodicals with equal significance and are supplementing

the material of news and analysis.

Personal journalism of the past

The modern style of column-writing is actually the substitute form of personalized journalism of the past,

rather fulfilling the demand of formerly practiced personalized journalism. This change was caused due to

drastic change in the missionary object of the journalism. Today missionary zeal has factually submitted

to the industrial and commercial spirit of the changed times. As compared to an editorial, a column is

published with the name of the writer. As such, the column-writing is accomplishing the objectives of

formerly personalized journalism. - The columns invariably are built on attractive language and style,

effective mode, which not only increases its readership, but also influences its reader in an effective

manner.

Columnists' voice is directly reaching to the readers and their concerns are considered for discussion

`What cannot be said in open about issues, lets talk about them in columns' is the idea as personal

thoughts and opinions brought to focus whereas never letting the canons of journalism transgressed.

In the past, a columnist was usually the editor himself and the columnist of the present age is the

representative of the past traditions. In the column-writing, a columnist addresses directly to the readers

and accomplishes the most desired effects, by attracting the attention of the readers.

Written on a multitude of subjects

Columns on legal, medical, psychological, economic and political issues and list cannot be exhausted.

Hence, there is a variety for readers to readers and writers to write.

Unique form of lively journalism

Columns bring to focus what people want to read. When a columnist is interested in writing his heart out,

he can as he lives to the expectations of his readers. Even if he to discuss history but in a different

perspective, and never let the column get bore, as he discussing not the trite ideas, rather he is enriching it

through bright and lively statements besides bringing in personal experiences and knowledge.

Feature and Column Writing MCM 514

Of multi-purpose nature

Columns are of multi-purpose nature. Sometimes, columnists are telling the reader to behave in a certain

way, whereas sometimes they are informing the readers about an issue, and sometimes a columnist is

giving vent to his emotions. Besides these, the columnist is also transmitting readers' voice to the

concerned. Hence, there are many purposes, as the kinds of columns are.

Generalized and specialized

Columns are both generalized and specialized one because `for all and one person by all, but a specialized

one' is the rule. Secondly, a columnist is talking about one subject by bringing many others because of

the personal knowledge and experiences, which augment the argument. Columns are for all, and just a

selected few read them. However, columns are for masses, well-read and intelligentsia alike.

A columnist may build up a sound reputation and prestige as well as a large following by exhibiting an

attractive `personality. This preposition of attraction is too broad and is an elusive term to be exact by

confined within a definition. This peculiar preposition can be understood by studying and examining the

practical examples by the famous columnists all over the world. The characteristics of a renowned

columnist may be his attractive personal quality, delightful quips and genuinely likeable man, his deep

humanity and his appealing sensitivity etc. These kinds of columns can be called the personalized ones.

Some columnists earn reputation by precipitating national scandals and congressional investigations.

Diversity of thought

There is always a diversity of thought in the columns, by which readers amply utilize in their practical

life. Almost all topics are included in the columns, as medical, legal, psychological, scientific,

technological, social, cultural, economic and political issues. The list does not exhaust here, as there can

be columns on the interests of the children, women, auto care, recipes, music, archaeology, sports, films,

reviews, palmistry, astrology, radio and television. We find different styles of narratives, description,

logically arranged prose compositions, linguistic and literacy pieces of excellence. There is always a

balance and moderation in the columns, and a fair amount of independence and freedom of expression of

personal opinions and thoughts, which are usually absent in other forms and departments of journalism.

Interview

A senior journalist and columnist Muhammad Shujja-ud-Din talked about the following aspects:

What a columnist must try to achieve?

Present-day columnists and their readership?

How important is for a columnist to improve himself?

What methods he must employ to make his columns rich?

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