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Role of Media

Essay Topic:

Title Role of Media on Pakistan Authors Jasmin Ahmad Naveed Saleem Shahbaz Ali Shah Zia-ur-Rehman Journal We intend to publish this article in the journal www. managementjournals. com since we followed all the guidelines mentioned in this journal.

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ABSTRACT We are living in a media-driven world where we all are influenced by the media messages. Media plays an important role in setting the agenda of the public.

The agenda setting role of media has been recognized worldwide and a number of research studies have been conducted all over the world to investigate this role of media.Perhaps this study is the first ever research to investigate the agenda setting role of media in Pakistan. The Pakistani media is an enthusiastic member of the new warrior clan of the 21st century and despite belonging to war-torn country, is playing active role in keeping with the demands of the modern times. Media in Pakistan has been more informative than ever before. Media in country creates genuine public enlightenment about real life issues- Issues that matter such as health, education, sanitation, unemployment, increasing prices of essential commodities and the state of the country and the nation.In modern age, media has assumed the role of a guide in daily life of everybody. It is used as instrument of policy by the government.

The volume of output of print and electronic media is simply overwhelming. The media in Pakistan continuously shapes and reshapes our opinion, attitudes and perceptions. Media is among the wonders of the twentieth century as it exposes coordinated messages repeatedly to millions of audiences. Impact of Pakistani Medias on general public is very important and sensitive issue for the society and the government.We explored with sample from 05 different residential areas of Peshawar, 250 householders to come up with practical insight of role of media and its influence on general public’s behaviour. Our results showed interesting findings that media is creating positive awareness among Youth to some extent. It shows that that the general public neither accept nor deny that media is creating positive awareness among Youth.

The purpose of this paper is to throw light on the three- dimensional role of media i. e. nforming the public, educating the unknowledgeable and providing entertainment, and the state of print media, radio, television and internet in Pakistani society. Keywords: Media, general public INTRODUCTION Media of any country is reflection of that country. It shows that how person behave and live in their country. The way of expressing news, way of talking of politicians in political debates and discussion programs shows the behavior of people of that country. Although media’s responsibility is to spread true stories but media should be careful in this regard.

They have to adopt such a way in which they could aware public without impacting negatively their mind sets and make them able to protest in a true manner which could result oriented. McCombs and Shaw assumed that “the mass media sets the agenda for political campaigns, influencing public attitudes toward desired issues”. Hence we can say that in Pakistan the responsibility of media is much more than any media in the world, because Pakistan needs a big change and only media is now, as much powerful. At present media is the only source which is easily accessible by all walks of people through various electronic appliances i. . TV, Radio, Internet, News Papers and now mobile phones also used by people to aware of events every time. Media affects people’s perceptions and priorities their thinking about the political contents.

Problem Statement: Media has been given independence to say and show things and acts whichever it consider important in the name of providing information to the public. This has happened more independently in the last decade. To find out whether this has become the cause for the frustrated public the research team has following questions: LITERATURE REVIEWSurprisingly, the free electronic media in Pakistan was initiated by a dictator General Musharraf, though he had his own interests to present himself as a democrat President before the west. Growth of Satellite system facilitated it technical side. President Musharraf to project enlightened moderation and democratic image. Multinationals advertisements provided huge income to make the business viable. The people’s interest increased in watching their issues instead of traditional dramas and movies.

The world after 9/11 and talk shows got the attention of the Pakistanis and the Muslim world.Talented anchor persons became the voice of the people. The US controlled western media, is blaming Islam and Muslims as terrorists. If some Muslims are terrorists, it does not prove over a billion Muslims are terrorists. Former president CBS News, Richard Salient reveals, “Our job is to give people not what they want, but we decide they ought to have. ” We reviewed the following literature available on our topic: ? Sadia Razzaq (Friday, May 7, 2010) has written in her article “Media and Judiciary are two independent pillars to save the country from sudden slippage.Judiciary put down number of good decisions in her little age of independence which is only one year.

Whereas media is older than judiciary and it shows no positive alterations in people’s attitude towards the ridiculous change. Pakistan’s media should understand that it presents the country which is of high importance not only for Islamic world but also for peace in whole world. Media should become highly sensitive towards its responsibilities while presenting this country to the world and guiding the people of Pakistan to bring out the country from the sea of issues.Pakistan’s media tell the world that what is Pakistan in fact, what think of Pakistani people towards world issue. It depicts the culture of Pakistan. It is its responsibility to tell the whole world that what is Islam and what are implications of Islam in Pakistan. Most of hot channels of media are highly politicized whereas they should cover cultural and religious norms and values of Pakistan.

Some of the media channels are totally Islamic whereas others are highly ultra mod. This shows existence of two totally different cultures in Pakistan whereas Pakistan was achieved on the name of Islam which has one Book, one Prophet (P.B. U. H), one Allah and one culture. ” ? Deutsche Welle (3 June 2009) Pakistani media has been working under several restrictions and hurdles because of lesser tolerance from influential quarters. Despite strict media laws and impositions of bans, it is still playing a vital and courageous role in the critical situations and important issues affecting the nation and influencing regional and world affairs.

Normal life in the country is also badly affected and is unsafe due to suicide attacks.Pakistan needs immediate and permanent peace for stabilization of its shattering economy and upholding the national repute. More or less, the media is playing its due role in peace building but this role can be made more fast and effective through joint efforts and constant dialogue on specified objectives. ? Malik (2003) carried out work on “the impact of cable television transmission on the residents of Multan”. She concludes it is obvious that the viewers who spend time watching cable television transmission, their routine and activities are affected. Interindividual communication has decreased.Results of the survey indicated that powerful culture traditions of alien culture, particularly Indian culture, are getting popularity due to cable television transmission.

Moreover, this transmission is promoting the modern way of life. METHODOLOGY Five residential areas of Peshawar were selected for data collection. People of all age groups were allowed to fill in the questionnaire. One questionnaire with 20 items was administered to collect the data from 300 householders. Among 300 distributed questionnaires, 260 were returned back, filled with response rate of 95%.Further analysis excluded 10 responses from householders due to improper filling and bad handwriting. So actual sample comprises of 250 questionnaires.

ANALYSIS In our research we are using the most common method of data collection i. e. “Questionnaire”. We were distributed 250 questionnaires in different areas of Peshawar for the purpose of data collection on our topic “Role of Media in Pakistan” . We were divided our targeted area in to five sectors i. e. Hayatabad, University Town, Cantt Area, Defense, Saddar and then we were distributed our questionnaires in these areas.

Frequencies Statistics |Which media is |Do you have TV? |If yes, then do you|Which channel do | | |more favorable? | |have cable? |you watch? | |Valid |Print |28 |11. 2 |11. 2 |11. 2 | | |Electronic |159 |63. 6 |63. 6 |74. 8 | | |Broadcast |63 |25.

2 |25. 2 |100. 0 | | |Total |250 |100. 0 |100. 0 | | pic] The data which we are collected clearly shows that the people prefers Electronic media over other channels of media. 159 out of 250 i. e.

63. 6% people are in favor of Electronic media , 63 out of 250 means 25. 2% peoples are in favor of Broadcast media while 28 out of 250 means 11. 2% peoples are in favor of Print media. Do you have TV? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |231 |92. 4 |92. 4 |92.

4 | | |no |19 |7. 6 |7. |100. 0 | | |Total |250 |100. 0 |100. 0 | | [pic] The collected shows that 231 out of 250 means 92. 4% have the Television set while 19 out of 250 i.

e. 7. 6 % people have no television. As our targeted areas is more advanced areas of Peshawar so that’s why their response in shape of Yes is more in this question. If yes, then do you have cable? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |156 |62. 4 |62. 4 |62.

| | |no |94 |37. 6 |37. 6 |100. 0 | | |Total |250 |100. 0 |100. 0 | | [pic] According to our data collection, 156 out of 250 means 62. 4% people have the cable facility and 94 out of 250 i.

e. 37. 6% people have no cable facility. As cable is more common in Peshawar and most of peoples are availing this facility so that’s why here in this question the Answer of people are in Yes. Which channel do you watch? | |Frequency |Percent |ValidPercent |Cumulative Percent | |Valid |dont watch TV |17 |6. 8 |8. 4 |8.

4 | | |News |48 |19. 2 |23. 8 |32. 2 | | |Drama |101 |40. 4 |50. 0 |82. 2 | | |Entertainment |13 |5.

2 |6. 4 |88. 6 | | |Sports |13 |5. 2 |6. 4 |95. | | |Religious |6 |2. 4 |3.

0 |98. 0 | | |Movies |4 |1. 6 |2. 0 |100. 0 | | |Total |202 |80. 8 |100. 0 | | |Missing |System |48 |19.

2 | | | |Total |250 |100. 0 | | | [pic] 17 out of 250 i. e. 6. % peoples don’t watch Television , 48 out 0f 250 means 19. 2% peoples are watching News, 101 out of 250 means 40. 4% are watching Dramas, 13 out of 250 means 5.

2% are watching Entertainment channels, 13 out of 250 i. e. 5. 2% people are watching Sports, 4 out of 250 means 2. 4% peoples are watching Religious channels, and 4 out of 250 i. e. 1.

6% people are watching Movies channels and 48 peoples means 19. 2% are not giving their answers i. e. missing. This shows that more peoples are interested Dramas and that’s response is due to our targeted sector was Household. How many times do you go through media in a day? |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |1 hour or less |93 |37. 2 |38.

8 |38. 8 | | |1-3 hours |107 |42. 8 |44. 6 |83. 3 | | |3-6 hours |29 |11. 6 |12. 1 |95.

4 | | |6-9 hours |11 |4. 4 |4. 6 |100. 0 | | |Total |240 |96. |100. 0 | | |Missing |System |10 |4. 0 | | | |Total |250 |100.

0 | | | [pic] Our collected data shows that 93 out of 250 i. e. 37. 2% people are giving 1 hour or less time to media, 107 out 250 means 42. 8% are giving 1 to 3 hours to media a day, 29 peoples means 11. 6% ate having 3 to 6 hours a day and 4. 4% people are going 6 – 9 hours through media in day and 4% people were skipped that question.

Most of the Peoples are watching media 1 – 3 hours a day. Do you consider as a fourth pillar of the state along with the legislative, executive n bureaucracy? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |156 |62. 4 |62. 4 |62. 4 | | |no |45 |18. 0 |18. 0 |80.

4 | | |i don’t have any idea |49 |19. 6 |19. 6 |100. | | |Total |250 |100. 0 |100. 0 | | [pic] 62. 4% which means that 156 out of 250 people considers that Media is the fourth pillar of the state along with legislative, executive and bureaucracy.

18% says no while 19. 6% says don’t have any idea. It shows that most of the peoples considers media as the fourth pillar of state. Do u believe in freedom of media? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |121 |48. |48. 4 |48. 4 | | |no |50 |20.

0 |20. 0 |68. 4 | | |to some extent |79 |31. 6 |31. 6 |100. 0 | | |Total |250 |100. 0 |100.

0 | | [pic] 48. 4% peoples are in favor of “freedom of Media” , 20% are not in favor while 31. 6% peoples says that that freedom of media should be there but up to some extent. This shows that most of the peoples are in favor of freedom of Media.Do u think that there should be a media regulating body like PEMRA? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |194 |77. 6 |77. 6 |77.

6 | | |no |55 |22. 0 |22. 0 |99. 6 | | |3 |1 |. 4 |. 4 |100. 0 | | |Total |250 |100.

0 |100. 0 | | [pic] 194 out of 250 means 77. % peoples considers that there should be a Media regulating body like PEMRA to keep check on it, 22 percent peoples are against and . 4% have don’t have any idea. This shows that people are mentally educated and they want quality of media. Who do u think should govern and regulate the activities of PEMRA? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |Govt |69 |27. 6 |27.

6 |27. 6 | | |be an independent body |112 |44. 8 |44. |72. 4 | | |control by the media itself |69 |27. 6 |27. 6 |100.

0 | | |Total |250 |100. 0 |100. 0 | | [pic] PEMRA is regulating Authority which keep check on Media, 69 out of 250 which means that 27. 6% people says that Government should regulate activities of PEMRA, 112 out of 250 means 44. 8% of people says that an Independent body should regulate activities of PEMRA, while 27. 6% people says that Government should regulate activities of PEMRA.This shows that most of people have the opinion that PEMRA’s activities should be regulated by an Independent body.

Are u in favor of censorship? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |0 |1 |. 4 |. 4 |. 4 | | |yes |175 |70. 0 |70. 0 |70. 4 | | |no |72 |28.

8 |28. 8 |99. 2 | | |3 |2 |. 8 |. |100. 0 | | |Total |250 |100. 0 |100.

0 | | [pic] Our collected data shows that 70% of people are in favor of censorship while 28. 8% are not in favor.. 12% don’t have any idea. It means that most of the people are in favor of censorship of media Do u think media is always biased and overly critical of the present Govt? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |strongly agree |50 |20. |20. 1 |20.

1 | | |agree |114 |45. 6 |45. 8 |65. 9 | | |disagree |75 |30. 0 |30. 1 |96. 0 | | |strongly disagree |10 |4.

0 |4. 0 |100. 0 | | |Total |249 |99. 6 |100. 0 | | |Missing |System |1 |. | | | |Total |250 |100. 0 | | | [pic] 20% of our respondents Agree that Media is biased and criticized present Govt, 45% respondents are Strongly Agree that Media is biased and criticized present Govt, while 30% are Disagree and 4% are strongly disagrees to it.

.4% are not giving any response to this question. This shows that most of peoples thinks that Media runs on speculations and it is biased & they always criticized present Government. o u think media is creating positive awareness among youth? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |70 |28. 0 |28. 0 |28. 0 | | |no |61 |24.

4 |24. 4 |52. 4 | | |to some extent |119 |47. 6 |47. 6 |100. 0 | | |Total |250 |100. 0 |100.

0 | | [pic] 8% of our respondents think that media is creating positive awareness among Youth to some extent, 24. 4% of respondents says that No Media is not creating positive awareness among Youth while 47. 6% of respondents think that media is creating positive awareness among Youth. It shows that that people either not accept nor deny that media is creating positive awareness among Youth. Do u think media is responsible for anger of people? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |79 |31. 6 |31. |31.

6 | | |not at all |117 |46. 8 |46. 8 |78. 4 | | |to some extent |54 |21. 6 |21. 6 |100. 0 | | |Total |250 |100.

0 |100. 0 | | [pic] 31. 6% believe that Media is responsible for anger of people, 21. 6% and says No media is not responsible for anger of people, while 46. 8% of the peoples thinks that that media is up to some extent responsible for the anger of the people.It shows that Media are up to some how creating anger among people means that sometimes Media creates tension and anger among the people. Do u think that there is big hand of media in spreading rumors like shoaib sania marriage etc? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |yes |162 |64.

8 |64. 8 |64. 8 | | |no |22 |8. 8 |8. 8 |73. 6 | | |in some cases |64 |25. |25.

6 |99. 2 | | |4 |2 |. 8 |. 8 |100. 0 | | |Total |250 |100. 0 |100. 0 | | [pic] 68.

8% peoples believe that Media is responsible of spreading rumors and gives more importance to unnecessary events & also they sometimes interfere the personal life of people(like shoaib-sania marriage) and only they are only selling hot news in order to get more profits. 8. % people says that Media is not responsible of spreading rumors while 25. 6% people says Media do it in some cases. Do u think that shoaib sania marriage deserved the kind of massive media coverage that it received? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |strongly agree |27 |10. 8 |10. 8 |10.

8 | | |agree |64 |25. 6 |25. 6 |36. 4 | | |disagree |88 |35. |35. 2 |71. 6 | | |strongly disagree |71 |28.

4 |28. 4 |100. 0 | | |Total |250 |100. 0 |100. 0 | | [pic] 10. 8% peoples agree that Shoaib-Sania marriage deserves the kind of massive media coverage that it received, 25,6% people are Strongly Agree that Shoaib-Sania marriage deserves the kind of massive media coverage that it received, 35. 2% are Disagree wile 28.

4% are Strongly Disagree to it. That ollected shows that most of the people are Disagree with that kind of Mass media coverage that received by Shoaib-Sania marriage. Do u think that media should always report the things and events as they are, even if they conflict with country’s national interests? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |strongly agree |41 |16. 4 |16. 4 |16. 4 | | |agree |105 |42. 0 |42.

0 |58. | | |disagree |73 |29. 2 |29. 2 |87. 6 | | |strongly disagree |31 |12. 4 |12. 4 |100.

0 | | |Total |250 |100. 0 |100. 0 | | [pic] 42% of people are Strongly Agree that media are always selling hot news and generating profit even they conflict with country’s National interest. 16. 4% people are Agree with it, 29. 2% are Disagree with it and 12. % are strongly Disagree with it.

That shows that Media are always selling their news and generating profit for that purpose they sometimes conflicts the country’s national interest. Do u think that media in Pakistan is contributing constructively and positively towards country’s progress? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |strongly agree |38 |15. 2 |15. 2 |15. 2 | | |Agree |105 |42. 0 |42. |57.

2 | | |Disagree |87 |34. 8 |34. 8 |92. 0 | | |strongly disagree |20 |8. 0 |8. 0 |100. 0 | | |Total |250 |100.

0 |100. 0 | | [pic] 15. 2% peoples agrees that Media of Pakistan are contributed constructively and positively towards country’s progress , 42. 0 are strongly with it , 34. 8% are Disagree with it and 8% peoples are Strongly Disagree with it.This shows that most of people are strongly believe that Media of Pakistan are contributing positively in progress of country. Do u agree with a notion that Pakistani media is portraying and depicting the true culture of Pakistan? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |strongly agree |24 |9.

6 |9. 6 |9. 6 | | |agree |82 |32. 8 |32. 8 |42. | | |disagree |104 |41. 6 |41.

6 |84. 0 | | |strongly disagree |40 |16. 0 |16. 0 |100. 0 | | |Total |250 |100. 0 |100. 0 | | [pic] 9.

6% peoples are Agree that Media of Pakistan are portraying and depicting the true culture of Pakistan , 32. 8% peoples are Strongly Agree that Media of Pakistan are portraying and depicting the true culture of Pakistan, while 41. % of the people are Disagree with it and 16% peoples are Strongly Agree to it. This shows that most of the peoples are Disagree that Pakistani Media is not portraying the true culture of Pakistan. It shows that Pakistani Media are not doing any work on Pakistani Culture to promote it. Do u appreciate media role in supporting Govt in its drive to rid the country of extremism and terrorism? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |Strongly agree |41 |16. 4 |16.

4 |16. | | |agree |131 |52. 4 |52. 4 |68. 8 | | |disagree |56 |22. 4 |22. 4 |91.

2 | | |Strongly disagree |22 |8. 8 |8. 8 |100. 0 | | |Total |250 |100. 0 |100. 0 | | [pic] 52. 4% of the people are appreciating role of media that are supporting Government in its drive to rid the country of Extremism and Terrorism.

Most People think that media are playing an important role to rid the extremism and terrorism from the country. Do u think that media has given a voice to the general public and civil society? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |strongly agree |40 |16. 0 |16. 0 |16. 0 | | |agree |138 |55. 2 |55. 2 |71.

2 | | |disagree |49 |19. 6 |19. |90. 8 | | |strongly disagree |23 |9. 2 |9. 2 |100. 0 | | |Total |250 |100.

0 |100. 0 | | [pic] 55. 2% of the respondents are Agree that Media has given a voice to the general public and civil society. They believe that Media are giving more importance to public and it works on general public and civil society. RESULT In our research we are using the most common method of data collection i. e. “Questionnaire”.

We were distributed 250 questionnaires in different areas of Peshawar for the purpose of data collection on our topic “Role of Media in Pakistan” . We were divided our targeted area in to five sectors i. e. Hayatabad, University Town, Cantt Area, Defense, Saddar and then we were distributed our questionnaires in these areas. The data which we are collected clearly shows that the people prefers Electronic media over other channels of media. 159 out of 250 i. e.

63. 6% people are in favor of Electronic media , 63 out of 250 means 25. 2% peoples are in favor of Broadcast media while 28 out of 250 means 11. % peoples are in favor of Print media. The collected shows that 231 out of 250 means 92. 4% have the Television set while 19 out of 250 i. e.

7. 6 % people have no television. As our targeted areas is more advanced areas of Peshawar so that’s why their response in shape of Yes is more in this question. According to our data collection, 156 out of 250 means 62. 4% people have the cable facility and 94 out of 250 i. e. 37.

6% people have no cable facility. As cable is more common in Peshawar and most of peoples are availing this facility so that’s why here in this question the Answer of people are in Yes. 17 out of 250 i. . 6. 8% peoples don’t watch Television , 48 out 0f 250 means 19. 2% peoples are watching News, 101 out of 250 means 40.

4% are watching Dramas, 13 out of 250 means 5. 2% are watching Entertainment channels, 13 out of 250 i. e. 5. 2% people are watching Sports, 4 out of 250 means 2. 4% peoples are watching Religious channels, and 4 out of 250 i. e.

1. 6% people are watching Movies channels and 48 peoples means 19. 2% are not giving their answers i. e. missing. This shows that more peoples are interested Dramas and that’s response is due to our targeted sector was Household. Our collected data shows that 93 out of 250 i.

. 37. 2% people are giving 1 hour or less time to media, 107 out 250 means 42. 8% are giving 1 to 3 hours to media a day, 29 peoples means 11. 6% ate having 3 to 6 hours a day and 4. 4% people are going 6 – 9 hours through media in day and 4% people were skipped that question. Most of the Peoples are watching media 1 – 3 hours a day.

62. 4% which means that 156 out of 250 people considers that Media is the fourth pillar of the state along with legislative, executive and bureaucracy. 18% says no while 19. 6% says don’t have any idea. It shows that most of the peoples considers media as the fourth pillar of state. 8. 4% peoples are in favor of “freedom of Media”, 20% are not in favor while 31.

6% peoples says that that freedom of media should be there but up to some extent. This shows that most of the peoples are in favor of freedom of Media. 194 out of 250 means 77. 6% peoples considers that there should be a Media regulating body like PEMRA to keep check on it, 22 percent peoples are against and . 4% have don’t have any idea. This shows that people are mentally educated and they want quality of media. PEMRA is regulating Authority which keep check on Media, 69 out of 250 which means that 27.

% people says that Government should regulate activities of PEMRA, 112 out of 250 means 44. 8% of people says that an Independent body should regulate activities of PEMRA, while 27. 6% people says that Government should regulate activities of PEMRA. This shows that most of people have the opinion that PEMRA’s activities should be regulated by an Independent body. Our collected data shows that 70% of people are in favor of censorship while 28. 8% are not in favor..

12% don’t have any idea. It means that most of the people are in favor of censorship of media 0% of our respondents Agree that Media is biased and criticize the present Govt, 45% respondents are Strongly Agree that Media is biased and criticize the present Govt, while 30% are Disagree and 4% are strongly disagree to it. 4% are not giving any response to this question. This shows that most of people think that Media runs on speculations and it is biased & they always criticize the present Government. 28% of our respondents think that media is creating positive awareness among Youth, 24. 4% of respondents says that No Media is not creating positive awareness among Youth while 47. % of respondents think that media is creating positive awareness among Youth to some extent.

It shows that that people either not accept nor deny that media is creating positive awareness among Youth 31. 6% believe that Media is responsible for anger of people, 21. 6% and says No media is not responsible for anger of people, while 46. 8% of the peoples thinks that that media is up to some extent responsible for the anger of the people. It shows that Media are up to some how creating anger among people means that sometimes Media creates tension and anger among the people. 68. % people believe that Media is responsible for spreading rumors and giving more importance to unnecessary events & also they sometimes interfere the personal life of people(like shoaib-sania marriage) and only they are only selling hot news in order to get more profits.

8. 5% people says that Media is not responsible of spreading rumors while 25. 6% people says Media do it in some cases. 10. 8% peoples agree that Shoaib-Sania marriage deserves the kind of massive media coverage that it received, 25,6% people are Strongly Agree that Shoaib-Sania marriage deserves the kind of massive media coverage that it received, 35. % are Disagree wile 28. 4% are Strongly Disagree to it.

That collected shows that most of the people are Disagree with that kind of Mass media coverage that received by Shoaib-Sania marriage. 42% of people are Strongly Agree that media are always selling hot news and generating profit even they conflict with country’s National interest. 16. 4% people are Agree with it, 29. 2% are Disagree with it and 12. 4% are strongly Disagree with it. That shows that Media are always selling their news and enerating profit for that purpose they sometimes conflicts the country’s national interest.

15. 2% peoples agrees that Media of Pakistan are contributed constructively and positively towards country’s progress , 42. 0 are strongly agreed with it , 34. 8% are Disagree with it and 8% peoples are Strongly Disagree with it. This shows that most of people strongly believe that Media of Pakistan are contributing positively in progress of country. 9. 6% peoples are Agreed that Media of Pakistan are portraying and depicting the true culture of Pakistan , 32.

% peoples are Strongly Agree that Media of Pakistan are portraying and depicting the true culture of Pakistan, while 41. 8% of the people are Disagree with it and 16% peoples are Strongly Agree to it. This shows that most of the peoples are Disagree that Pakistani Media is not portraying the true culture of Pakistan. It shows that Pakistani Media are not doing any work on Pakistani Culture to promote it. 52. 4% of the people are appreciating role of media that are supporting Government in its drive to rid the country of Extremism and Terrorism.Most People think that media are playing an important role to rid the extremism and terrorism from the country.

55. 2% of the respondents are Agree that Media has given a voice to the general public and civil society. They believe that Media are giving more importance to public and it works on general public and civil society. CONCLUSION No institution is perfect in this world, so is the media, and still there is a huge scope for improvement where media can work according to the aspirations of the people of Pakistan where they want to cultivate the attitude of ‘Pakistan First’ in every Pakistani.The media mainly television has become the main storytelling vehicle and the journalists have become the key players in legend making and identity building. Professional journalists are responsible to create a sense of belonging and to encourage the youth of Pakistan to behave like a responsible Pakistani. “Freedom of conscience, of education, of speech, of assembly, is among the very fundamentals of democracy and all of them would be nullified if freedom of the press be successfully challenged,” maintained US president Roosevelt.

Media is like a watchdog in a democracy that keeps government active. With the passage of time, it has become a more matured and a more responsible entity. But few talk shows and programs are required to be monitored who portrays a negative image of the country in the name of autonomy of press. Government media and the private sector should remember that managing and creating a positive image building is by far a colossal task. It’s no more a matter of choice; it’s a prerequisite in present day’s situation. It’s about time that our media must work on the Positive Image of Pakistan.Pakistani media deserve better marks as far as providing entertainment and information is concerned.

Live coverage of International events, and of games that are a craze in Pakistan, like cricket, hockey and football, provide a healthy relief to the viewers from the grinding stresses of life. Glamorous world of fashion and movies has also been adequately covered, but it is not portraying the true culture of Pakistan. Pakistan’s culture is Islamic which gives lesson of temperateness, moderateness, rectitude and frugality.By dividing the nation in two groups of culture, we are creating cultural gap which underpins the true democratic codes. Media could play a central role in streamlined the whole nation over one agenda and guide it towards one particular destination. Thus, we can say that the effect of satellite television channels on its audience is not simply to the extent that it has left very little time for family get together but it is introducing new trends, behaviours, attitudes and standards for modern life as well.So we can conclude that because of its interest-oriented programmes, satellite television channels have greatly and deeply affected the society.

Limitations and Future Research Implications Future researcher must test these findings in different cultural context to support our findings or if any different results found. There are some limitations of study regarding sample selection because entire sample is taken from only one city of Pakistan so it may not be the true representative of population.Life style, economic condition and per capita income of that area might have some influence on the community in sample. Another major limitation of our study is that lack of grounded theory for our hypothesis support. We tried our best to find relevant literature in good journals but due to uniqueness of the concept, we didn’t succeed to add that in our study. Most of our references are from internet and media sites. Third major limitation of our study is regarding the validity and reliability of our measuring instrument though we tried our best to make the process standardized.

Despite of all these constraints, we tried our best to follow the standard research procedures and styles for our study and hopeful that our sincere attempt will add very little value in this stream of research.REFERENCEShttp://eprints. hec. gov.

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