To be a pioneering institution of Mass Communication in producing media and communication professionals who combine knowledge, advanced technical skills, an evolved sense of aesthetics and beauty armed with a higher consciousness guided by the force of Truth. A place where aspiring media professionals could discover their true potential and purpose in life, a means to align their mind, body and soul, so that they may contribute their best in every aspect of individual and collective life and bring a new level of excellence, inspiration and creativity to the powerful medium of mass communication.
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Media has become one of the most powerful and determining forces in the world today. It reaches out to the remotest corners exerting a strong influence on a cross-section of society. Aided by new and fast growing technology, it has become an important part of the globalisation process. Having such force and energy, it deeply affects consciousness, values and aspirations of the audience. But one has to appreciate that this process is not absolutely regulated by popular demand. It is possible that media panders to that which encourages all that lowers the consciousness that divides and obscures, which celebrates violence and vulgarity.
But media can also be a powerful tool that channelises the audience response towards a higher aspiration that celebrates life, to appreciate something that is beautiful. This change will largely depend on the understanding and aspirations of the content creator, media professionals and artists. Their understanding of the purpose of media will inherently reflect on what they want the audience to see.
Sri Aurobindo Institute of Mass Communication (SAIMC) aspires to bring in positive changes in the way future media professionals and artists look at the realm of mass communication and artistic expressions. It is guided by the belief that the future of mankind lies in living life in spiritual awareness, the outward progress has to be matched equally with the journey within. Hopefully, it will help bring a heightened sense of living and awareness.
As the media has a great role to play in building the individual, community, national and global value and identity; it is the raised awareness of the media professionals that will help mankind step subtly in the future. SAIMC wants to provide a space for learning for aspiring media professionals where one can understand the aesthetics and innate capabilities of mass media and understand themselves vis-à-vis the deeper purpose of their own profession. At the same time, sound technical knowledge also has to be acquired to ensure that outer growth for the career advancement is backed by a inner spiritual journey. This will help them get a true purpose and aesthetic appreciation of life.
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