1.
ROLE OF MEDIA IN
OUR SOCIETY
HASHIM KHAN

2.
The word “media” is the plural of medium, which sadly,
does not have one specific meaning, rather I found
multiple descriptions for the term. It will be interesting
to look at some of them.
“An intervening substance through which something else is
transmitted or carried on”
“Something, such as an intermediate course of action, that
occupies a position or represents a condition midway
between extremes”
“An agency by which something is accomplished, conveyed,
or transferred”
It is pretty clear from the above said definitions that
they pretty much refer to the same thing, so under the
influence of the given context I will say that a medium is
something that serves as a middleperson for transferring
information. Being said that lets put some light on how
media started. It basically began from petty hand
published newspapers/pamphlets/magazines to the
multibillion industry of today.

3.
Let us put some light on how media started…
It basically began from petty hand published
newspapers/pamphlets/magazines to the
multibillion industry of today. Small book
stores starting employing early printing
machines because before that getting a book in
your hand was so difficult one in a million
people had, so you can guess that where we stand
now is pretty amazing…

4.
During the past few decades media has
evolved from being a piece of paper to an
industry that can, at it’s best, can
topple governments, make a superstar out
of someone, or, spread some good useful
information among people, make them aware
of their surroundings, help them know
their or other people’s rights!
Media has become quite complex and in
doing so, has evolved many distinct types
which can be studied separately from each
other.

5.
Advertising media: Media content dealing with
the buying and selling of goods.
Broadcast media: Communications delivered over
mass electronic communication networks.
Digital media: Electronic media used to store,
transmit, and receive digitized information.
Electronic media: Communications delivered via
electronic or electromechanical energy.
Hypermedia: Media with hyperlinks.
Mass media: All means of mass communications.
Multimedia: Communications that incorporate
multiple forms of information content and
processing and so on…

6.
1.Our knowledge
2.Our behavior
3.Our attitude
4.Our emotions
5.Our political views

7.
So, the question lies, why media?, why is it
given so much importance?...
The reason being that this is THE AGE OF
INFORMATION and having information or giving it
can make a lot of difference. And since media is
the largest stakeholder as far as information is
concerned therefore it is media’s job to spread
information, which it does brilliantly!
Any Problem With That?
Well…. Yeah, the problem is that media can be
controlled or manipulated and that means a lot
of false information being spread which in turn
can trigger variable responses from the masses
or certain groups among them, or, un trigger
responses that should have been triggered!....

8.
Studies suggest that continuous exposure
to media reports can trigger variable or
distinct physiological responses. They
can be.
1. Fear
2. Sadness
3. Anger

9.
Media can play an important role in any society
and ours is no exception. Being Pakistani we
are no strangers to media, our national T.V
channel formed in the 60’s has been updating us
since. But sadly over the years it has become
clear that it is nothing but a puppet of the
current government of the time.
The outbreak of media channels after 2002 has
played a phenomenal role in the nourishment of
public opinion. Presence of multiple channels
ensures that the information being delivered is,
of the right origin. Not only political views
have been changed but also local entertainment
has been made available.

10.
According to my personal opinion, the media of
Pakistan has done a fair job as far as news
channels are concerned. yes…. Considering the
biased news and unethical/un Islamic or well….
Overall saying…. Our media’s stupid way of
conveying information has made it’s authenticity
questionable, but one should always consider the
fact that the media will only show material it
will get paid for, which is, through high
ratings or high views from the masses. And sadly
enough ours is a developing country and most of
population is technically illiterate here!

11.
Steps should be taken to ensure the credibility
of media. On of these steps is to use
unconventional news sources rather than using
the conventional ones, what I mean by that is
social media/blogging (but let’s keep that
untouched here).
Also a set of rules and regulations be made by
the media circles or respected authorities that
should be followed by all media stakeholders.
Watchdog organizations should be there to judge
whether the transmissions of the local media are
up to the credible and ethical standards.

12.
So, considering this I think our media has done a great
job overall, but there are a few prominent black sheep
that need to be dealt with within the media circles. But
that is for the literate to judge.
Hopefully as literacy increases better media content will
reach us.