FAISAL KHAN MAGSI

MS-0118-29
BS III 6th/2nd Semester 2020
ELECTRONIC MEMDIA IN
PAKISTAN
Media & Communication Studies
MID TERM 2nd Semester

Qno 1
Ans : Electronic Media In These Days One Of The Fastest Way Of Get Information They Are
Also Dependent Some Time On Online And Newspaper. For Example If Electronic Media Want
To Make Any Documentary Then They Use The Internet For Getting The Help. If They Want To
Get Any Old Information Or News Then They Go For Newspapers. Role Of Media In National
Development Through The 21st Century
The Importance Of Media As Institutional Pillars Of Society And State Is Unmatched By Any
Other Pillar. Consequently, The Independence Of Media Needs To Be Made So Secure And
Authentic That Independent Media Became As Sustainable As An Independent Judiciary.
The Factors That Will Impact Upon National Development Through The 21st Century Include
Geo-Political, Economic, Technological, Social And Cultural Conditions Of Rapid Change.
Before We Speculate The Future Role Of Media Let Us Recall The Role Of Media In Previous
Times. It Was In The 20th Century That Modern Mass Media Acquired A Pervasive Political
Presence. Media Played A Significant Role In National Development Across The World.
After World War-II, The Levels Of Economic Development And Institutional Stability Divided
Nations And States Into The First World, E.G. The USA And Canada Into The Second World,
E.G. Major Communist And Socialist States And The Third World, E.G. Kenya, Pakistan,
Bolivia. Media Have Rendered Roles In The Development Of Nations That Can Be Placed In
The Following Modes: As Articulators Of National Identity, Promoting Campaigns For
Independence From Colonialism Or, Where Nations Were Already Free, As Reinforcers Of
Recognised National Identities.
As Representatives Of Majorities, And Of Minorities Within Nations.
As Motivators For National Cohesion And Unity, And Doing So Not Necessarily Only When
Owned By The State Or Controlled By Governments But As Expressions Of Their Own Beliefs
And Policies. As Sources For Valuable Information About Development, As In Providing
Guidance And Advice To Farmers Via Radio And TV On The Use Of Seeds And Fertilizers In
Support Of Agricultural Extension Workers, Who First Helped Promote The Concept Of
Development Communication. As Advocates Of The Free Market And Of Consumerism,
Disseminating Volumes Of Advertising Content, Serving As Extensions For The Marketing Of
Goods And Services. As Means Of Expression For The Marginalised, The Dispossessed, The
Persecuted. As The Public’s Own, De Facto, Ombudsmen Regarding People’s Complaints And
Grievances. As Independent, First-Hand Reporters On The Actual Situation In Zones Of War
And Violence.
As Popularisers Of The Arts, Literature, Music And Creative Cultural Work.
As Mirrors Of Reality In Respect Of The Basic Functions Of Media, I.E. For Information,
Education And Entertainment.
Despite Low Literacy At That Time The Print Media Exercised An Influence On The Policy
Process And On Public Opinion. Newspapers And Magazines Became The Instant History Books
Of The New Nation. They Were Eagerly Awaited, Respectfully Read And Extensively Quoted.
Radio Pakistan And Cinemas Documentaries (Shown Compulsorily), Played Vital Role In
National Development. The Role Of Media During 1965 Pak-India War Was Remarkable And
Memorable. Radio Pakistan Kept Millions Spellbound With Its News Bulletins And War Songs
To Boost The Morale Of The People. The People Of Pakistan Supported The Army And Gave
Them Courage And Confidence To Fight With Enemy Forces.In 1971 War The PTV Which Was
Under Control Of Military Dictator Could Not Make Any Impact. The Radio Pakistan Was Also
Under State Monopoly Subject To Official Control Of Content.
Media Have An Intrinsic Bias For Urban Centres. Most Media Practitioners Live And Operate
From Them. Advertising, The Life-Blood Of Commercial Media, Also Originates From The
Cities Because All The Decisions Regarding Placement Of Advertising In Media Are Taken
There.Role Of Electronic Media
There Is No Doubt That We Are Living In An Era That Is Constantly Governed Around
Electronic Media. All Around The World, Electronic Media Has A Strong Influence On The
Decisions That Political Powers Take. It Has Become A Force To Reckon With. After The
Sudden Investment In Electronic Media In The Recent Past, Pakistan Now Has Several Media
Houses That Are Running Channels 24/7. Each Media House Has Several Channels Attracting
People In Many Different Ways Through Entertainment, Sports, Etc. When All Else Fails, Our
Electronic Media Remains The Only Hope To Raise Voice Against Dictators And
Authoritarianism. Indeed, Electronic Media Is Also Effecting And Shaping Lifestyles In Which
People Are Now Well Aware Of Fashion, Sports And Politics Than Ever Before. There Are Many
Channels That Run Awareness Programmes For Selected Specific Problems, Especially For
Dining Out Culture, Fake Intellectuals, Substandard Products, Bogus Sanitary Condition Ad, Etc.
I Have Very Keenly Thought About It And Have Come To The Conclusion That Not A Single
Channel Is Raising The Issue Or Covering The Bogus Pakistani Education System Which Is
Most Critical For The Nation. Students, Employees And Other Staff Are Suffering From
Complete Ignorance; Instead We Have Some Channels Dedicated To Cooking But There Is No
Small Space For Education Issues.
The Electronic Media May Not Gain Much From Commercial Aspects By Initiating Such Efforts
But They Too Have A Vital Role To Play In Society. There Are Many Mafias In Private And
Government Educational Sectors That Are Taking Full Advantage Of Their Position And
Damaging Our Educational System. Further, There Is No Platform For The Success Stories That
Are Supported And Brought To
Limelight So That People Get Inspired And The Country Moves Towards Progress. Rather Such
Stories Are Simply Ignored Because They Do Not Provide Any Monetary Benefits.
I Urge The Electronic Media To Pay Attention To Critical Issues In Society And Play Its Vital
Role For The Betterment Of The Nation.Media Have An Intrinsic Bias For Urban Centres. Most
Media Practitioners Live And Operate From Them. Advertising, The Life-Blood Of Commercial
Media, Also Originates From The Cities Because All The Decisions Regarding Placement Of
Advertising In Media Are Taken There. Governmental Centres And Other Focal Points Of
Policy-Making And Opinion-Making Are Also Urban-Based.In The 21st Century, Several Urban
Centres Of Asian Nations Are Going To Attain The Size And Scale Of Mega-Cities.
Terrorism Thrives On News Media’s Addiction To The Sensational And The Destructive.
Terrorism Damages Nations And State Structures By Fomenting Insecurity And Uncertainty, By
Undermining The Ability And Credibility Of State Institutions To Effectively Protect The Lives
And Property Of Citizens. Some Media Seem To Revel In Repeatedly Showing The Terrible
Outcome Of Violence. This Gives To The Work Of Terrorists Just The Very Exposure They
Cherish ‘But Such Coverage Also Drives People And Nations Into Gloom And Despair. Do
Media In The 21st Century Need To Review The Instant, High-Pitched Sustained Coverage
Given To Brutalities And To Terrorism Committed By States And By Non-State Actors, Without
Reducing The Scale Of The Tragedies, And Without Diverting Attention From The Implications
Of Such Acts?
The 21st Century Will Be As Much An Era Of Building State Structures And Systems As It Will
Be A Period Of Building And Boosting Nations To Their Optional Potential.
To Conclude: Media In The 21st Century Will Have A Full And Daunting Agenda. How To
Facilitate The Building Of Better Systems Of Democratic Governance In Rural And Urban
Areas. How To Help Make Nations Cohesive And How To Make States More Respectful Of
Individual Citizens And Of Human Beings Even As Media And Their Audiences Move Onwards
Into Uncharted Times Of Fascinating Complexity.
The Importance Of Media As Institutional Pillars Of Society And State Is Unmatched By Any
Other Pillar. Consequently, The Independence Of Media Needs To Be Made So Secure And
Authentic That Independent Media Became As Sustainable As An Independent Judiciary.Three
Roles Of Media Are:
1. Act As Mirror Of Society To Inform The People. 2. Bridge Communication Gaps Between
Different Sections Of Society. 3. Critically Analyze Public Policies, Social And Cultural Issues
In The Society.
These Are The Actual Roles But Now In Pakistan Media Do That:
1. Make Money 2. Make Money 3. Report On Stories That Increase Their Chance To Make
Money.
One Of The Biggest Responsibilities Of Media That They Should Know That The Content
Which They Provide To Use Is This Free Of Any Business. If Pakistani Media Free From That
Points Then It Will Become Fair Journalism.
Ownership Of The Mediummedium’s Funding Sources Or Advertisementssourcingflakanti-
Communism And Fear Ideology. TV MEDIUM:S The important characteristic of television is
that it is capable of being a live medium. This is because the live nature of television allows it to
transmit visuals and information almost instantly. The visuals of an earthquake in Indonesia can
reach our television set in almost no time. This capacity of the medium makes it ideal for
transmitting live visuals of news and sports events. If we are watching a cricket match in a
television channel, we can almost instantly see the wicket hit by our favorite player. On the
Television allows you to witness events which happen thousands of miles away