T

he Role Of Media In Pakistan

THE ROLE OF MEDIA IN

PAKISTAN:

TABLE OF CONTENTS:
Definition Of Media 2

History Of Media 2

Types Of Media 3-4

Media And Today’s World 5-6

Media And Pakistan 6-7

Conclusion 8

References 9

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MEDIA:
In communication, media (singular medium) are the storage and
transmission channels or tools used to store and deliver information or
data. It is often referred to as synonymous with mass media or news
media, but may refer to a single medium used to communicate any data
for any purpose.

HISTORY OF MEDIA:
The Persian Empire (centred around present-day Iran) played an
important role in the field of communication. They devised what might be
described as the first real mail or postal system, which is said to have
been developed by the Persian emperor Cyrus the Great (c. 550 BC) after
his conquest of Media. The role of the system as an intelligence gathering
apparatus is well documented, and the service was (later) called angariae,
a term that in time turned to indicate a tax system.

The Old Testament (Esther, VIII) makes mention of this system:

Ahasuerus, king of Medes, used couriers for communicating his decisions.
The word communication is derived from the Latin root communicare. This
was due to the Roman Empire also devising what might be described as a
mail or postal system, in order to centralize control of the empire from
Rome. This allowed for personal letters and for Rome to gather knowledge
about events in its many widespread provinces. More advanced postal
systems later appeared in the Islamic Caliphate and the Mongol Empire
during the Middle Ages.

While historian construction could be argued, digital and computer

communication shows concrete evidence of changing the way humans
organize. The latest trend in communication, termed smart mobbing,
involves ad-hoc organization through mobile devices, allowing for
effective many-to-many communication and social networking.

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TYPES OF MEDIA:

MEDIA

MASS PRINT ELECTRO

MEDIA MEDIA NIC MEDIA

MASS MEDIA:
Mass media is media which is intended for a large audience. It may take
the form of broadcast media, as in the case of television and radio.
Internet media can also attain mass media status. Some people also refer
to the mass media as the “mainstream media,” referencing the fact that it
tends to stick to prominent stories which will be of interest to a general
audience, sometimes ignoring controversial breaking news. Many people
around the world rely on the mass media for news and entertainment, and
globally, mass media is a huge industry.

Types of mass media:

1. News media: The news media refers to the section of the mass
media that focuses on presenting current news to the public.

2. Broadcast media:
Broadcasting is distribution of audio and/or video signals which
transmit programs to an audience. The audience may be the

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general public or a relatively large subset of the whole, such as

children or young adults.

PRINT MEDIA:
Printing is a process for reproducing text and image, typically with ink
on paper using a printing press. It is often carried out as a large-scale
industrial process, and is an essential part of publishing and transaction
printing. So, the industry associated with the printing and distribution of
news through newspapers and magazines is called “Print Media.”

Types of print media:

1. Published media: Publishing is the process of production and
dissemination of literature or information hence the activity of
making information available for public view is called ‘’Published
Media’’. Example: newspapers, magazines, newsletters, brochures,
posters.

ELECTRONIC MEDIA:
Electronic media are media that
use electronics or electromechanical energy for the end user (audience) to
access the content. This is in contrast to static media (mainly print
media), which are most often created electronically, but don't require
electronics to be accessed by the end user in the printed form. The
primary electronic media sources familiar to the general public are better
known as video recordings, audio recordings, multimedia
presentations, slide presentations, CD-ROM and Online Content. Most new
media are in the form of digital media. However, electronic media may be
in either analog or digital format.

Any equipment used in the electronic communication process

(e.g. television, radio, telephone, desktop computer, game
console, handheld device) may also be considered electronic media.

Types of electronic media:

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1. Digital media :( as opposed to analog media) are usually electronic

media that work on digital codes.

2. Hypermedia: is used as a logical extension of the term hypertext in

which graphics, audio, video, plain text and hyperlinks intertwine to
create a generally non-linear medium of information.

3. Multimedia: is media and content that uses a combination of

different content forms.

4. Advertising media: is a form of communication intended

to persuade an audience (viewers, readers or listeners) to take
some action.

MEDIA AND TODAY’S WORLD:

In the world of today, media has become almost as necessary as food and
clothing. It is true that media is playing an outstanding role in
strengthening the society; it’s a mirror of the society. Its duty is to inform,
educate and entertain the people. They help us to know what’s going on
around the world. They put their lives in danger during attacks or natural
disasters, just to inform us of the situation. It is partly because of them
that awareness is spreading in the society. It is the media who shape our
lives. Our lives would be incomplete without the media.

Media is the watch dog of the political democracy. If it plays its role
honestly, it will be a great force in building the nation but now a days,
media has become a commercialised sector eying only for news that is
hot and sells. Instead of giving important information and educative
programmes, all that one gets on television is sensational depiction of all
news stories, their only goal being gaining television rating points (trps).

Every issue is hyped for a day or two, so much so that you switch to any
channel, they all will be flashing the same story but then when the heat is
over there is no following of the case. The news then jostles for space with
other stories that are carrying the heat then. In spite we all cannot think
of a world without television sets, media has become so much a part of us
that to recognise its impact, we need to step back and consciously think
about how they shape our lives and what they are saying.

The media affects people’s perspective not only through television, but
also through radio and newspapers. In this way, even many messages,
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with which we cannot agree, inevitably coming to us from diverse

constellations of media.. They can even be turned to our benefit by
whetting our understanding and articulation of what we believe, today
news channels and even some newspapers is mouthpiece of some
political parties. Their work then, limits only to spread the ideology of the
party rather than give correct news. People have to judge on their own by
looking and listening to different channels for the same news and then
form a conclusion.

Media is an integral part of our society, but that’s also a fact that it’s too
much intervention in everything is a matter of concern. Sometimes, just
for making money, insignificant news is given so much priority that the
real news is not even brought into notice. Yes, it does also entertain but
again it’s a debatable issue because by ’entertainment’ we mean healthy
entertainment and not those nonsense TV serials.

So at last, like science it is a tool, which we have to use by our judgment

to provide maximum satisfaction side by side without harming ourselves.
Sometimes, some channels also broadcast and publish the messages in
such situation that the real messages are left beyond our hands. The
other disadvantage is that sometimes they also publish or broadcast some
vulgar news, and sometimes unessential activities are served as very
important news and broadcasted again and again. This does not broaden
the reach of media.

In spite of being sensational and biased, the significant of media cannot

be ignored, especially in an age, in which globalisation and liberalisation
have become the order of the day. In this globalised world, task and
duties of media are increasing day by day. There is still a lot to be done by
the media for the betterment of the society.

MEDIA AND PAKISTAN:

Media has assumed the role of a guide in daily life for everybody. It is
used as instrument of policy by the governments and states. It is power,
influential and it’s impact knows no bounds. The speed of information
communication is just flabbergasting. The volume of output of print and
electronic media is simply overwhelming. International electronic media
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brings us latest news of events, and developments instantly. It

continuously shapes and reshapes our opinions attitudes and
perceptions.
There cannot be two opinions on the deep, lasting and widespread impact
of media on the masses. Being an agent of socio-political, economic and
cultural change in our age, media can disrupt a society or can stabilise
and strengthen a society. It can lend decisive support to the stability of a
country. Until and unless there is awareness among the masses about a
policy, programme and actions of the state regarding a problem, there
cannot be public participation in the process of socio-economic
developments. And it is only an effective media which can bring about and
ensure such an awareness in a given country and society.

If the above postulates are reasonably correct, which they we, we in

Pakistan must ponder over the role of media in bringing about stability in
the country and in making Pakistan a strong and prosperous country. It is
generally admitted that media in Pakistan has, by and large, played a
positive role in national affairs and certainly helped in educating the
masses about multifarious problems facing the country. However, in view
of the current situation and various problems, media must be far more
productive and continuously orientate the people about various issues
confronting us on national and international fronts.

First and foremost, media must help in stabilizing the national institutions
and national socio-economic, political and administrative structure by
pointing out the flow and appreciating any rod work done by the
government or state institutions and organizations in private sector.
Serving the country honestly and sincerely must be projected.
The need to strengthen our socio-cultural and ideological foundations was
never so great as it is today. There is cultural invasion from the west and
Indian tv channels and cable tv networks. Our values are being attacked
and are in danger. Media must build our confidence and faith in our
values. It must create a pride in our glorious past, our culture and our way
of living. Pakistan has a tremendous potential and has a status in
international community especially it has high stature among the Muslim
countries. Pakistan is the seventh atomic power in the world and the only
Muslim country, which has achieved this status. This is a matter of great
pride and prestige. We have mat beautiful normative and social value
structure, which needs to be preserved, promoted and strengthened.

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Islamic history reveals that there was a galaxy of researchers, intellectual,

scientists and literary figures that we seem to have forgotten. Our media
can fruitfully project Muslim contribution to the march of human
civilisation. But for the Muslim contribution to scientific development, the
world would have not been what it is today. It was the Muslims who
stimulated spirit of inquiry and laid the foundations of modern scientific
discoveries.

By creating and building pride in our past, media can stabilise our society.
Modern trends in human living and, affairs create conflicts and frictions in
the minds of people. Media is friction reliever can offer plausible and
viable explanations to the people regarding any confusions and conflicts.
Muslim cultural and intellectual heritage is profoundly rich.

Media must help sustain confidence in our national institutions such as

parliament, armed forces and our social structure. Erosion of such
confidence in our institutional set-up can be dangerous. All problems and
issues such as relating to functioning of our institutional framework have
to be explained effectively to the people so that they develop a positive
opinion and attitude. At present, we are living in a world, which is moving
too fast. And in the ensuing din and noise masses must be helped by the
mass media to see things clearly so that they are not misled.

The prime objective of media must be national stability in all its

dimensions. A social and political climate needs to be created in which
people could engage-themselves in positive and healthy activities and
could contribute to the overall national development.

All negative, fissiparous and centripetal tendencies need to be countered

and treated. The feelings of despondency, frustration and deviant
tendencies need to be neutralised. Only an effective media can do this.
Masses be given a hope in future and optimistic attitudes must be nursed
and developed. A reasonably correct, positive and healthy approach has
to be developed among the masses regarding what is going on around
them.

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CONCLUSION:

To conclude, media can help stabilise and strengthen the country by

playing educational and informative role and by imparting knowledge to
the masses as knowledge is power and only a well-informed society can
develop a positive approach towards fife. As is generally admitted media
has become a teacher for society and, has taken over the role of parents
as far as children are concerned. By ensuring informative content and
news as well as considered views, it can continuously enlighten the
masses. If people accept developmental approach and hold clear view on
various issues and developments, there will be minimum social and
political friction.

Media is in fact, a mirror of society which can remove negative spots by

showing its face in this mirror. Thus media can play a diagnostic role in
pointing out the negative tendencies and suggest ways and means to
counter such tendencies. Media can stabilise or destabilise a society or a
country and Pakistan cannot be an exception.

What role media can play in strengthening and stabilising Pakistan is an

important issue. The reason is that media is the ultimate weapon in the
hands and it must play its desired role. Pakistan is at crossroads and in
transition. The society and culture are threatened. Patterns of life are
changing because of education and media impact and this change has to
be facilitated in a positive manner.

We must be on the guard and must also cope with the world. There are
challenges and we need enlightened responses. Media must continue to
enlighten us.

REFERENCES:

1. http://www.scribd.com/doc/21412706/Role-of-Media-in-Today-s-World

2. http://en.wikipedia.org/wiki/Media

3. http://pakistantimes.net/2003/11/20/guest1.htm
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4. http://www.saching.com/Article/The-Positive-and-Negative-Effects-of-Media/873

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