1. Role of media in society
Institute of Communication Studies
PUNJAB UNIVERSITY, LAHORE
2. Contents
• What is media?
• Importance of media
• History of media
• Advantages of media
• Disadvantages of media
• Media in Pakistan
• Suggestions
• Conclusions
• References
3. What is media
All the means of communication that provide
public with news, entertainment, education,
data or promotional messages, usually along
with advertising is called media. Media
includes every broadcasting, narrowcasting
medium such as TV, Radio, Magazines
Telephone
Newspapers and internet etc.
4. History of media
• First newspaper in America was released in Boston in 1690.
Before that, the earliest reported newspaper was “Mixed News” printed in
China in 713.
• 1947, Pakistan inherited a weak press with very little law for controlling and
regulating the pres. Very few news après were published in the newly born
Pakistan The first news agency of Pakistan was associated press of Pakistan
(APP). It was established in 1947 by an Indian news trust.
• At the time of independence, there were only three radio stations in
Lahore, Peshawar and Dhaka in Pakistan. Radio Pakistan Lahore broadcasted
the news of independence Pakistan on 14th august 1947. Pakistan broad
Casting Corporation was established in dec 1972. Pakistan broadcasting
corporation has 24 radio stations which daily broadcasts programs of general
entertainment.
• Surprisingly, 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.
5. Importance of media
1. Media is the most important tool of communication
2. The world global village has been given to the world just because of
media
3. Importance of media on nation building can not be neglected
4. Media is very integral part of our lives therefore they generate
popular interest and debate about any social problem
5. Media affects people's perceptions and priorities their thinking
about the political contents.
6. Media shapes the public's behavior about the issues and plays vital
role in highlighting certain attributes of issues
7. 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 politician sin political debates and discussion
programs shows the behavior of people of that country
7. Advantages of media
•Political analysis
•Economic debate
•Advertising
•Social awareness
•New household styles to raise standards
•Religion clarifications
•Education
•Sports & Entertainment
8. Political analysis
1. The skilled and bold personality
of anchor person raises people’s
voice and clearly asks the real
point of the crisis.
2. They analyze government actions,
either in favor or against the
masses and develop the opinions
of the experts .
3. Media is serving as true
democratic notion of people’s
participation.
4. The general peoples’ criticism,
analysis, and comments are
added. which also act as a
catharsis.
9. Economic analysis
1. Shows government’s projects
internationally to get foreign
investment by projecting the
benefits of the enterprise.
2. It represents new business trends
going in the world and offering the
new opportunities for the investors
3. Performance of stock exchange
keeps update the investors.
4. Spreads technical education to
learn the working of the machinery
10. Advertising
1. Advertising to maintain
competition among various
companies which facilitates
the public.
2. Like mobile phones and their
lowering prices.
3. Can be attention grabbers if
they are done well.
4. Can give top-of-mind
awareness.
5. Gets your name in front of
people
11. Social awareness
1. Bring the world at doorstep with its
various trends, colors and life styles.
2. Changes moods and behavior of
people from conservative to liberal.
3. Bold topics through dramas and talk
shows to purify the society from
superstitions, evils and fake stories
4. New household styles to upgrade the
living standards
5. Guides the youth for new
opportunities and to compete with
the world in all fields of life.
6. Creates civic sense.
12. Religion clarifications
1. Authentic information by the
competent scholars instead of narrow
minded and ignorant clerics who have
changed the world into hell.
2. Solutions of answers of publics’
questions which remain unheard and
unexplained.
3. Highlights religious events like Mohr
am, Eid, Mairaj and the holy Ramadan.
4. Sectarian harmony is minimized by
putting forward the views of
competent and enlightened Ulamas
13. Education
1. The mass media educates people by
giving information about
food, health, housing, sanitation, emp
loyment, agriculture, industry, environ
ment, science, technology, moderniza
tion etc.
2. Radio is very useful source of
information and education both in
urban and rural areas in developing
countries.
3. The print media predominant source
of education Ex: Newspaper, Journals
etc.
14. Sports & Entertainment
1. Mass media also entertains people.
2. Film, television, radio are increasingly
subjected to commercialization via
entertainment.
3. Television is nation’s number one
entertainment medium. But film & radio
are not far behind.
4. Media has become entertainment
industry; it satisfies all segments of our
society.
5. It promotes sports in society and creates
healthy activities among people
15. Disadvantages of media
1. Creates social evils
2. Moral vacuum
3. Westernization
4. Not developing national image
5. Time wastage
6. Materialism
7. Weakening religious impressions
8. Exaggeration
9. Dangers to socialization
10.Sensationalizing
11.Overloaded with information
16. Consumerism & westernization
1. Our society is consuming all messages being spread by the
Media. Media has made us a talking nation, the Mobile Mania-
kids, ladies, youngsters all are just talking on the mobile
phones. The effect of media is very strong with respect to
advertisement on consumer products, instead of being producer
media has made us
consumer.
2. Western / Indian cultural invasion has taken place through
media and is permeating Pakistan society. Our commercials are
depicting western values and causing a loss of national
identity. There are media talk shows on subjects including sex
etc. which otherwise are taboo in our society.
17. Time wastage and dangers to
socialization
1. We remain fixed to TV screens at the cost of
socialization. We cut short our social activities just
to watch some favorite programmed on TV. We are
not undertaking socialization / giving time to our
kids, parents, etc. because we are glued to TV etc.
This is developing a generation gap. We are giving
more time to TV channels and less time to social
activity and a sort of isolation is being developed.
2. Vulgarity due to inflow of foreign culture.
The English and Indian channels are
affecting the moral of the youth
18. Not developing national image
Our Media is blamed for not developing /
projecting our national image. Our media at
times uses Indian language; projects Indian
stars in our ads, etc., the threats posed to our
values are immense and must be
countered. Our country lacks a defined policy
to promote national image through
media.
19. Weakening religious impressions
Weakening religious impressions due to foreign culture and
time wastage. 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
20. suggestions
1. The media as an institution and fourth estate is accountable
t o t h e p u b l i c a n d responsible for its actions. Accountability of the
media is not possible under the disputed regulatory regime. Media
organizations and civil society should jointly constitute a commission for this
task.
2. The recent coming together of several leading TV channels to frame
rules for terrorism coverage is a step in the right direction. This
move may help purge the elements abusing the power of the media in
violation of the public mandate.
3. The aim of media activism should be to strengthen the weak and vulnerable
segments of society. It is they who need our support, activism is not
merely reporting but it involves deep passion and research.
4. 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.
21. 5. It must create a pride in our glorious past, our culture and our
way of living. Pakistanis 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
p r e s t i g e . We h a v e m a t beautiful normative and social value
structure, which needs to be preserved, promoted and
strengthened.
6. 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 a n d
healthy activities and could contribute to the
o v e r a l l n a t i o n a l development.
22. conclusions
1. This is an era of satellite televisions, internet connectivity, and mobile
telephony. To summarize, media can help stabilize 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.
2. The objective of media freedom can be realized only when
public trust and confidence reposed in the media is respected
and protected by the media itself by acting as a true watchdog,
keeping an eye on the government on behalf of the public. "Freedom o f
c o n s c i e n c e , o f e d u c a t i o n , o f s p e e c h , o f a s s e mb l y, i s a mo n g
t h e v e r y f u n d a m e n t a l s of democracy and all of them would be
nullified if freedom of the press be successfully challenged,”
