Media LCT

Role Of Media Negative Or Positive January 1, 2011
Role Of Media???? Negative OR Positive

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Acknowledgments
We are highly grateful to Almighty Allah who gave us the power to complete this report. I am also highly thankful to my honorable Teacher for his
guidance. Without the encouragement and help of our teachers, We perhaps would not have been able to write what we have written, it would be virtually an unending list of persons who helped us in one way or other but then it would be great injustice on our part not to mention the names of those who provided us with the much sought after information-moral support and cooperation.
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Dedication
First of all we will thanks Almighty Allah who has given us wisdom to do this assignment. We may never forget our parents and teachers who supported us throughout our life span. Without them it would have been really impossible for us to complete our assignment. We dedicate our assignment to them.
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FINAL TERM ASSIGNMENT OF LOGICAL AND CRITICALTHINKING
Submitted by:
Ali 4352 Salman 4353
BBA-6(B)
Submitted to:
Miss Tehmina
Topic: Role Of Media Negative Or Positive?????
Table of Contents
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Role Of Media Negative Or Positive January 1, 2011 Acknowledgments ....................................................................................................................... 1 Types Of Media ......................................................................................................................... 10 Newspapers ........................................................................................................................... 17 Advantages ................................................................................................................................ 17 Disadvantages ............................................................................................................................ 17 Magazines .............................................................................................................................. 18 Advantages ................................................................................................................................ 18 Disadvantages ............................................................................................................................ 18 Directories ............................................................................................................................. 18 Advantages ................................................................................................................................ 18 Disadvantages ............................................................................................................................ 18 Out-Of-Home Ads ................................................................................................................. 19 Advantages ................................................................................................................................ 19 Disadvantages ............................................................................................................................ 19 Radio Ads .............................................................................................................................. 20 Advantages ................................................................................................................................ 20 Disadvantages ............................................................................................................................ 20 Television Ads ....................................................................................................................... 21 Advantages ................................................................................................................................ 21 Disadvantages ............................................................................................................................ 21 Online Ads ............................................................................................................................. 22 Advantages ................................................................................................................................ 22 Disadvantages ............................................................................................................................ 22 Impact Of The Invention Of Printing......................................................................................... 24 Religious Impact:................................................................................................................... 24 Social Impact: ........................................................................................................................ 25 Pakistan Print Media.............................................................................................................. 27 Regulation ................................................................................................................................. 27 Television: ................................................................................................................................. 28 Radio: ........................................................................................................................................ 28 Cinema: ..................................................................................................................................... 29 Newspapers And Magazines: .................................................................................................... 29 News Agencies: ......................................................................................................................... 30
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Role Of Media Negative Or Positive January 1, 2011 Mass Media Influence On Society ........................................................................................ 39 How Does Mass Media Influence Young People? .................................................................... 42 Effects Of Violence In The Media ............................................................................................ 42 How Media Influence Public Opinion ....................................................................................... 43 The Environmental Impact Of Digital Media ...................................................................... 43 Consumer Electronics, Digital Media And E-Waste ............................................................. 43 In Field Of Education ............................................................................................................ 43 Field Of Health Care ............................................................................................................. 44 In Field Of Business .............................................................................................................. 46 Effects of print media on society ........................................................................................... 53 Language ............................................................................................................................... 54 Economic Ideas ..................................................................................................................... 54 Knowledge Of Science And Technology .............................................................................. 54 Politics ................................................................................................................................... 54 Education ............................................................................................................................... 54 Wars....................................................................................................................................... 55 Sports And Entertainment ..................................................................................................... 55 Bring World Closer ............................................................................................................... 55 Historic Perspective ............................................................................................................... 55 Media Is A Double Edged Sword. It Has Its Benefits, It Has Its Vices ............................. 58
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Communication channels through which news, entertainment, education, data, or promotional message are disseminated .Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media is the plural of medium and can take a plural or singular verb, depending on the sense intended.
Mass media
Mass media refers collectively to all media technologies, including the Internet, television, newspapers, film and radio, which are used for mass communications, and to the organizations which control these technologies Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media is the plural of medium and can take a plural or singular verb, depending on the sense intended.
History of mass media and its origin:

Mass media helps in connecting people and "brings the globe into our glance". Let us take a look into the history as well as origin of mass media, which is also popularly known as public media. Mass media includes print media like newspaper and magazines, electronic media like radio, television and video and new age digital media like internet, blogs and mobile phones. History of mass media can be traced back to the early days of dramas that were performed in various cultures. However, the term Mass Media originated with the print media that was also its first example. The first newspaper was printed in China 868 A.D, but due to the high cost of paper and illiteracy amongst people, it didnt prosper. Regarding the origin of the Mass Media, Europe can boast to be the primary source. It was Johannes Gutenberg, who for the first time printed a book in a printing press in 1453. Gradually, during the period post-Second World War, radio, television and video were introduced. The audio-visual facilities became very popular as they provided information and entertainment. Of late, it is the Internet which has become the latest and most popular of the mass media. Here, information is been generated through various websites and search engines. One can play games, listen to radio while working and chat with friends and relatives, irrespective of location. It also gives information on various topics such as literature, politics, science, sports, fashion, movies, education, career, jobs etc. Thus, due to the progress of science and technology, history of media has evolved and reached the present-day world of internet, cellular phones, blogs, podcast and RSS feeds.
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Types of media:
Print media
Newspaper magazine brochures newsletter book Leaflets and pamphlets Television Radio Movies, CDs and DVDs New hottest electronic gadgets Recordings cinema Internet Mobile phones Computer E-mail Website Blogging Internet TV
Electronic media
New age media
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TYPES OF MEDIA
Types of media
Media is an umbrella term for the different kinds of mediums that enrich us with knowledge, and vital information. It is the circuit that runs through society, in the form of visual, print and audio mediums, namely - television, newspaper (magazines, tabloids and
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newsletters), radio and the Internet. These mediums play different roles when it comes to communicating to the audiences at large, as well as altering their perceptions. Advertising agencies take advantage of peoples' nature, and therefore give out repetitive messages of a brand or place that can - make their lives better and improve lifestyles; showcase technology that is eye catching; food products that are healthy; medicines that are effective; cost saving plans with insurance suggestions; bank loans and mutual fund investments; attractive holiday packages and apartments and so on. We witness everyday how these different types of mass media change and aid us in our day to day dilemmas, making things more accessible and extremely convenient. It's an arm stretch or a mouse click away, making us rely on these mediums as we live out our lives.
Print media
The different types of print media content, varies according to the targeted audience or market. Content in newspapers will slightly differ to that in magazines, tabloids and newsletters. These mediums serve the purpose of showcasing advertisements, news or entertainment related information to audiences. Newspapers are a worldwide medium that have been around far back to Julius Caesar's time, in the form of government bulletins. With the industrial revolution, newspapers were made possible to print and were used as a means of communicating in the year 1814, which kicked off journalism.
Electronic media
The radio marked a turning point, in the way information was conveyed or transferred, because it used sound to capture the attention of audiences. Being the first communications medium that could transfer or transmit live voices over long distances, radio was and still is one of the most effective medium. People depended and still depend upon it as a source of important news, and information. The importance and optimum use of radio as a mass media was nowhere more evident than in World War 1. Radio was used to send diplomatic messages when Germany found out the British had tapped its cables. It made itself a medium that audiences found as their connection to all that happened worldwide. If they ever knew that television and the Internet, would take the world by storm in this day and age, they'd be blown away by how we're advancing, and still in the running to make it bigger and better.
Television
The progression of television has come a long way from black and white and color TV to now plasma and LCD. The advent of this ever changing medium started in the late 1930s, for entertainment and news purposes initially. Now, we have advertising that has been incorporated into entertainment and news, to give viewers a chance to avail from products/services. There's also a new way of accessing the Internet, by using a 'Web TV'
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that is hooked up instead of a PC, to browse information, and watch streaming videos on large LCD screens. After production of the TV program, a news channel has to make it available to the market, for those who are interested in viewing it. These programs can be talk shows, cooking shows, serials, movies and so on. There are two ways that is done. First/ Original Run Once a program is completed by the producer, of either multiple or a single episode/s, he/she then want either a network or station to view it to audiences. These networks/TV stations already pay for the production themselves, or license a producer to do it instead before viewed to people Broadcast Syndication this is when secondary runs of a program, which go beyond its original first issue run, is again broadcast in other countries/locally and isn't necessarily managed by the producer. In this case other TV stations, individuals or companies involve themselves in selling the product to available markets that they are allowed to showcase it to, usually under contract basis in some cases from the copyright holders/producers.
New age media

Internet technology has paved the way to revolutionize all that we thought was either hidden or inaccessible. From the different types of media, the history of the Internet can be termed to be, by far, man's greatest innovation story. The Internet has made it possible to contact others worldwide, nationally and locally; to send emails and be a part of chat rooms and conferences; blogging with discussion boards, opinion polls and forums; webcam viewing; global mapping using 'Google Earth'; sending and receiving images and files; downloading from the Internet through websites; signing up to a social networking websites; radio stations with live streaming; video streaming and lots more. It has stomped out conventional norms, with every teenager, adult and senior owning either a laptop or PC today. News can also be viewed via satellite with reporters covering events on site and sending it via the Internet to broadcasting news networks. Its an amalgamation of uses, that is above all user friendly and hi-tech. Using radio waves and frequency, not to mention satellite transmissions - we are able to access a whole new domain when it comes down to getting what we want and need within minutes. The Internet revolution has made it easier for people to get in touch, fuel business, make profits, shop and access free information from any Internet access enabled device. It is truly a technology that speaks for itself.
Functions of Mass Media

Historians note that communication is a hallmark of society; even pre-literate cultures communicated within themselves and occasionally with others. Various inventions have transformed communication into mass opportunities. Communication scholars and other researchers have looked at the function of mass communication within society. They identify four basic roles for the mass media.
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Surveillance Interpretation Socialization Entertainment.
Surveillance refers to the news and information role of mass media. This role can be
subdivided into two categories warning surveillance Warning surveillance associated with the news media (information about pending threats such as floods, military attack, and depressed economic conditions) instrumental surveillance Instrumental surveillance associated with both news and popular media (transmission of useful information about news products, entertainment guides, stock market prices, etc.). Surveillance information also can come from books, films, television programs, and other types of literary culture that provides information on human issues. Information travels quickly via the electronic media. The benefit of this is instantaneous awareness; the disadvantage is that misinformation can travel just as quickly as accurate information, and speedy dissemination often means that accusations and supposed facts are not verified before they are transmitted. is the function of mass media that provides a context for new
Interpretation
information and commentary about its significance and meaning. Traditionally, newspapers provided such interpretation in their editorial and commentary sections, reserving news pages for supposedly neutral information. Reporting was said to be objective; that is, free from comment and interpretation. The idea was that reporters would offer factual information untainted commentary, and readers would decide for themselves the significance and meaning of that information. Such a quest for objectivity is less apparent today in newspapers, and the vast amount of television reporting seems to have blended the news-reporting and commentary functions. If interpretation is the function, persuasion is the motivation for the producers of such messages.
Socialization is also one of the role of media, the transmission of values within a
society, particularly the modelling of appropriate behaviour and attitudes. The notion is that the mass media present images of society, which viewers then can learn and adopt for themselves. This in turn helps create a stable society with common social values. In its simplest form, the socialization role of the media gives people a common discussion topic: yesterdays soccer match, the new popular movie. Television and film have the
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greatest potential for socialization because they seem to be the most realistic. They can be quite influential, particularly on young people; and images or role models of social behaviour as well as fashion, grooming styles, and other aspects of social interaction can be presented through television and film. Their effectiveness is evident in the similarity of youth culture throughout the world, in which the only common influence is provided by the media. Teens and young adults in societies, such as Canada and Saudi Arabia, Taiwan and Finland have many common tastes in fashion, dancing, music, hair styles, and so on.
Entertainment is a related function of mass media, sometimes called the diversion

function because it diverts us from the real world. Entertainment always has been part of society, increasingly so in an age in which more people have a greater amount of leisure time. Through sound recordings, film, radio and television, entertainers have been able to attract audiences around the globe. Painters, sculptors and poets reach mass audiences through books and magazines. The entertainment function of the media has been subdivided into three categories: Stimulation Relaxation Release
Stimulation (as an antidote to boredom), relaxation (as part of an soothing and perhaps meditative environment), and release (as a means to safely express anger, hostility or fear). Sociologists have observed that a consequence of wide-spread availability of quality media entertainment is that it may function too well as a diversion. People are increasingly becoming spectators in music, sports, theatre and so on. It is far easier and perhaps more fun to watch a soccer match on television played by world-class athletes and broadcast by top-notch camera operators than it is to actually work hard, practice often, and risk injury by personally participating in the game.
The role of mass-media in our life

It can change opinions because they have access to people and this gives it a lot of strength. This strength can either be used constructively by educating the people or it can be used destructively by misleading the innocent people. Power of the media can transform the whole society especially in the developing countries it can be used as a 'weapon of mass destruction'. But I think the most important use of media is to educate
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the people about the basic human rights. The dilemma of the developing countries is that people are not fully aware of their basic rights and if they know, they don't know about what to do and where to go. They don't know their collective strength. Even they don't know how to protest and what is the importance of protests. Media should portray the facts. They should not transform the reality. Education and discipline is key to progress. This is the difference between a nation and a crowd. Media men have access to people and they have an audience. Their programs have an impact and people listen to them. Thats why they are more responsible for the betterment of the society. They should work to educate the people, to help the people and to liberate the people and to empower the people. Media plays a very important role in the building of a society. Media has changed the societies of world so much that we can't ignore its importance. First of all we should know what the media is. Media is a source of information or communication. Media includes sources like print media and electronic media. Newspapers, magazines and any other form, which is written or printed, is included in print media and in electronic, media radio, television and Internet etc. are included. When there are so many channels and newspapers we cannot ignore its importance in the society. Media has lot of responsibility on its shoulders as today's society is very much influenced by the role of media.
Media Ethics
We have seen how powerful the mass media are. By their very nature media and the media people meaning journalists of the print media, radio and television are quite powerful. So politicians, bureaucrats and the police look at them with apprehension. Generally they do not want to be in the media if the reports are not in their favour. If the media people praise them, they are happy. So by and large people try to be friendly with the media. But for the media this power comes with tremendous responsibility. If they misuse that power to do wrong things or trouble others, people will stop trusting them. Like in any other profession, like law or medicine, the media also need to have a code of ethics or guidelines on what is right or wrong. In the case of lawyers and doctors, there are clear codes of ethics, and anyone who violates the code can be punished, or removed from the profession. But in the case of the mass media there are only a few guidelines and no strict code of conduct. The Press Council of India is one of the organizations which issues guidelines on media ethics. To keep the fair name of the profession, the media practitioners need to follow certain ethical codes which are listed below: a) Accuracy: The information provided by media persons in the print media, radio, television and internet has to be accurate. If incorrect or baseless information is given, it can harm the interests of individuals, institutions and the country. For being accurate, media persons have to verify the correctness of their facts. For example, if only 50
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people have died in an accident, the media cannot give out the figure as 200 or 500. If a media person writes against anybody or accuses someone of dishonesty, that person should be given an opportunity to give his or her version of the story.
b) Confidentiality:
A media person maintains confidentiality of information revealed by various sources.
c) Protection of sources:
A source which has provided confidential information should never be revealed. For example if a government official provides information pertaining to his department, media person should not reveal the name of the person in order to protect him from any harm.
d) Right to privacy:
A journalist should respect the right of a person to have privacy. That would mean that a journalist should not write about the private life of ordinary citizens.
e) No incitement to violence:
Mass media should not motivate or provoke people to indulge in violence or crime. Glorifying violence in writings should also be avoided.
a) No vulgarity or obscenity:
Mass Media should not write, display or broadcast anything that is vulgar or obscene.
b) No Communal writing:
India is a country where people follow diverse faiths and religions. Our Constitution believes in secularism, which means respect for all faiths and religions. It is easy for the media to create problems between sections with different faiths and religions by writing about them or broadcasting issues which can promote communal problems. There have been several occasions when communal riots and killings have taken place based on media reports. The media has to ensure that it works in the interest of the public.
Some Advantages and disadvantages of mass media
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Newspapers
Advantages
Broad coverage within a geographically defined market area Engaged readers who welcome ad messages Can be targeted by purchasing ads in zoned editions or targeted sections Ads are read on a predictable schedule Ads can be scheduled and placed to appear within days of your decision Ads are available in a wide range of sizes and types -- from classified to small-space and fullpage display ads
Disadvantages
Broad vs. targeted audience; you pay to reach full readership even if only a small percentage fit your target audience profile Reaches the 35+ age group better than younger audiences Short life span; papers are discarded or recycled within hours of reading Two-dimensional presentation Extra charges for color inks in ads Crowded environment with many headlines, photos, stories and ads
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Magazines
Advantages
Targeted; reaches readers with defined profiles and interests Long life span and long reading cycle; readers take time reading magazines and keep issues for future referral Often ads can be targeted into zoned editions or editions that are bound for specific professional or interest groups High-quality printing contributes to your image Classified and directory sections available to low-budget advertisers
Disadvantages
High production costs to create and design ads capable of showing well against ads for national brands appearing in the same issue High placement costs when compared on a cost-per-thousand readers basis with less-targeted media such as newspapers Unpredictable ad response schedule because magazines are not always read immediately upon receipt Ads must be scheduled and placed long before they are published and read
Directories
Advantages
Reach consumers seeking information about businesses like yours Allow you to place your information in a list of all other leaders in your business category Involve low production charges
Disadvantages
An increasing number of directories and directory categories make selection difficult Most directories are annual publications and if your information changes it cannot be updated
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Out-of-Home Ads
Advantages
Reach a captive audience who cannot tune out Are seen repeatedly by people taking the same route or sitting in the same place Are precisely geographically targeted to match the location of your audience
Disadvantages
Broad vs. targeted audience; you pay to reach all passers-by even if only a small percentage fit your target audience profile Ad messages must be extremely brief Ads can be vandalized or eroded by weather Great locations are reserved far in advance
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Radio Ads
Advantages
Rates are flexible during most of the year, allowing you to bargain, request bonus ads as part of your schedule, or even trade goods for airtime on small-market stations Auditing agencies provide detailed demographic research so you can select stations whose audiences match your prospect profile precisely Radio ads can generate prompt responses to action-inspiring messages Ads can be purchased as show sponsorships or as 10-, 15-, 30- or 60-second spots
Disadvantages
Prospect must be available, tuned-in and interested when your ad airs Listeners have an increasing list of audio alternatives to radio ads, including public radio, satellite radio, internet radio, CDs or personal listening devices Radio ads must be aired frequently over a short time period to achieve effectiveness; this usually involves a schedule with many ad placements as well as the production of several versions of your ad to avoid audience boredom Listeners sometimes switch to another station when an ad airs so you have only the first few seconds to catch and hold their interest
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Television Ads
Advantages
Airtime is readily available on hundreds of network, local and cable channels that reach even the smallest media markets Audiences can be targeted by the time of day, the type of program, the geographic market or by specific interest Television ads build credibility and excitement Television employs sight, sound, special effects, color and drama to create an experience unlike that delivered by any other media
Disadvantages
Ads must present the product with strong visuals and as few words as possible Ads must be well-conceived and professionally produced which usually involves high production costs Audiences are distracted by hundreds of television channels as well as alternate viewing options such as video or DVD movies, computer games, online activity On-demand viewing services permit viewers to skip ads Buying airtime in all but the smallest media markets is complicated and usually involves professional assistance.
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Online Ads
Advantages
Online advertising opportunities are expanding on an almost daily basis Online advertising can be precisely targeted and measured Ads that reach the right user audiences with interactive messages and free offers are effective in delivering prospects, inquiries and customers
Disadvantages
As more advertisers move their investments online the price of online advertising is increasing Consumers resist many forms of online advertising to the point that they install software to block the ads
Media in Pakistan
Historical background:
The media in Pakistan dates back to pre-partition years of British India, where a number of newspapers were established to promote a communalistic or partition agenda. The newspaper dawn, founded by quaid-e-azam and first published in 1941, was dedicated to countering anti-Muslim propaganda and promoting for an independent Pakistan. The conservative newspaper, nawa-e waqt, established in 1940, was the mouthpiece of the Muslim elites who were among the strongest supporters for an independent Pakistan. In a sense, Pakistani print media came into existence with a mission to promulgate the idea of Pakistan, which was seen as the best national option for the Muslim minority in British India and as a form of self-defense against suppression from the Hindu majority. The need for self-defense runs deeply in Pakistani identity due to the pre independence role as a minority and a victim; the genocide-like violence of the partition days; and defeat in three wars. The Pakistani army is one of the caretakers of this identity and it is seen as the defender of the national identity which has beside alertness/hostility towards India, the national religion, Islam: and the national language, Urdu, as its cornerstones. The emphasis on Islam as a major pillar of national identity has led to an alliance between the custodians of Islam, the religious leaders with the military, the civil bureaucracy, and the intelligence services. This nexus of these national guardians has had a huge influence on Pakistani media as they tried to use or control media to defend their interests and the national identity.
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Religious leaders have promulgated blasphemy laws that have curbed freedom of expression, the intelligence services have manipulated the media, and the civil bureaucracy have been used to control the media through its administration of media laws, licensing and placement of public funds for ads. The various military regimes in Pakistan have had a special interest in controlling the media, and have been behind many of the media laws used to censor the media. The first step in introducing media laws in the country was done by the then military ruler field martial ayub khan who promulgated the press and publication ordinance (ppo) in 1962. The law empowered the authorities to confiscate newspapers, close down news providers, and arrest journalists. Using these laws, ayub khan nationalized large parts of the press and took over one of the two largest news agencies. The other agencies was pushed into severe crisis where and had to seek financial support from the government. Pakistan radio and TV, which made was established in mid-1960s was also brought under the strict control of the government. More draconian additions were made to the ppo during the reign of general zia haq in the 1980s. According to these new amendments, the publisher 16 international media support description of the media land escape would is liable and prosecuted if a story was not to the liking of the administration even if it was factual and of national interest. These amendments were used to promote haqs islamist leanings and demonstrated the alliance between the military and religious leaders. Censorship during the zia years was direct, concrete and dictatorial. Newspapers were scrutinized; critical or undesired sections of an article censored. In the wake of zia-ul-haqs sudden death and the return of democracy, the way was paved to abate the draconian media laws through a revision of media legislation called the revised ppo (rppo).from 2002, under general musharraf, media faced a decisive development that would lead to a boom in Pakistani electronic media and paved the way to it gaining political clout. New liberal media laws broke the states monopoly on electronic media. Tv broadcasting and fm radio licenses were issued to private media outlets. The militarys motivation for liberalizing media licensing was based on an assumption that Pakistani media could be used to strengthen national security and counter the threat from India. What prompted this shift was the militarys experience during two past confrontations with India. One was the kargil war and the other was the hijacking of the Indian airliner by Pakistani based militants. In both these instances, the Pakistani military felt that it had lost the media war to India. The government, intelligentsia, the security agencies and the military were of the view that Pakistan was left with no options to reciprocate because its electronic media were inferior to that of Indian. Better electronic media capacity was needed in the future and thus the market for electronic media was liberalized .the justification was just as much a desire to counter Indian media power, as it was a wish to set the media free with the rights that electronic media had in liberal, open societies. The military thought it could still control the media and harness it if it strayed from what the regime believed was in the national interest and in the accordance with its own political agenda. This assessment however proved to be wrong as the media and in particular the many new TV channels became a powerful force in civil society. Media became an important actor in the process that led to the fall of musharraf and his regime. By providing extensive coverage of the 2007 lawyers movements struggle to get the
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chief justice reinstated, the media played a significant role in mobilizing civil society. This protest movement, with million of Pakistanis taking to the street in name of an independent judiciary and democratic rule, left musharraf with little backing from civil society and the army. Ultimately, he had to call for elections. Recently, due to a renewed interplay between civil society organizations, the lawyers movement and the electronic media, Pakistans new president, asif zardari had to give in to public and political pressure and reinstate the chief justice. The emergence of powerful civil society actors is unprecedented in Pakistani history. These could not have gained in strength without the media, which will need to continue to play a pivotal role if Pakistan has to develop a stronger democracy, greater stability and take on socio-political reforms. The only hope for Pakistanis is that the media will continue to mobilize people. The media have done a great job, even if they are at times very unprofessional, and have to come to term with the limits between journalism and political engagement, says Christine fair, Pakistan analyst at Rand Corporation. Whether Pakistans media, with its powerful TV channels, is able to take on such a huge responsibility and make changes from within depends on im-9 Christine fair, senior political analyst and specialist in south Asian political and military affairs at the rand corporation, in an interview to weekend Davison, 20. April, section 1, s. 8, weekend division 2009.media in Pakistan 17description of the media landscape proving general working conditions; on the military and the state bureaucracy; the security situation of journalists; media laws revision; better journalism training; and lastly on the will of the media and the media owners themselves.
Role of mass media in Pakistan:

MASS MEDIA IN PAKISTAN We are living in the age of information explosion, where the world has shrunk into a global village. The vital function of Mass Media is that it is the thinking mode of any society The types of Mass Media: 1. Print Media: Impact of the invention of printing
Religious impact: Samuel Hartlib, who was exiled in Britain and enthusiastic about social and cultural reforms, wrote in 1641 that "the art of printing will so spread knowledge that the common people, knowing their own rights and liberties, will not be governed by way of oppression".[14] Both churchmen and governments were concerned that print allowed readers, eventually including those from all classes of society, to study religious texts and politically sensitive issues by themselves, instead of having their thinking mediated by the religious and political authorities.
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It took a somewhat longer time for print to penetrate Russia while it appeared a little earlier in the rest of Orthodox Christian world, a region (including modern Serbia, Romania and Bulgaria). First book printed by Serbs appeared in 1493, but Serbian printing, as well as that of other Balkan states, was largely extinguished by the arrival of Ottoman oppressors. Serbian and Greek books were also printed in printing houses run by Serbs and Greeks in Venice, and later Austria-Hungary. In the Muslim world, printing, especially in Arabic or Turkish, was strongly opposed throughout the early modern period, though printing in Hebrew was sometimes permitted.[citation needed] Muslim countries have been regarded as a barrier to the passage of printing from China to the West. According to an imperial ambassador to Istanbul in the middle of the sixteenth century, it was a sin for the Turks to print religious books. In 1515, Sultan Selim I issued a decree under which the practice of printing would be punishable by death .At the end of the century, Sultan Murad III permitted the sale of non-religious printed books in Arabic characters, yet the majority were imported from Italy. Jews were banned from German printing guilds; as a result Hebrew printing sprang up in Italy, beginning in 1470 in Rome, then spreading to other cities including Bari, Pisa, Livorno and Mantuba. Local rulers had the authority to grant or revoke licenses to publish Hebrew books, and many of those printed during this period carry the words 'con licenza de superiori' (indicating their printing having been licensed by the censor) on their title pages. It was thought that the introduction of the printing medium 'would strengthen religion and enhance the power of monarchs.' The majority of books were of a religious nature, with the church and crown regulating the content. The consequences of printing 'wrong' material were extreme. Meyrowitzused. the example of William Carter who in 1584 printed a pro-Catholic pamphlet in Protestant-dominated England. The consequence of his action was hanging. The widespread distribution of the Bible 'had a revolutionary impact, because it decreased the power of the Catholic Church as the prime possessor and interpreter of God's word. Social impact: Print gave a broader range of readers access to knowledge and enabled later generations to build on the intellectual achievements of earlier ones. Print, according to Acton in his lecture On the Study of History (1895), gave "assurance that the work of the Renaissance would last, that what was written would be accessible to all, that such an occultation of knowledge and ideas as had depressed the Middle Ages would never recur, that not an idea would be lost" Print was instrumental in changing the nature of reading within society.
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Elizabeth Eisenstein identifies two long term effects of the invention of printing. She claims that print created a sustained and uniform reference for knowledge as well as allowing for comparison between incompatible views. (Eisenstein in Briggs and Burke, 2002: p21) Asa Briggs and Peter Burke identify five kinds of reading that developed in relation to the introduction of print: 1. Critical reading: due to the fact that texts finally became accessible to the general population, critical reading emerged because people were given the option to form their own opinions on texts. 2. Dangerous Reading: reading was seen as a dangerous pursuit because it was considered rebellious and unsociable. This was especially in the case of women because reading could stir up dangerous emotions like love. There was also the concern that if women could read, they could read love notes. 3. Creative reading: Printing allowed people to read texts and interpret them creatively, often in very different ways than the author intended. 4. Extensive Reading: Print allowed for a wide range of texts to become available, thus, previous methods of intensive reading of texts from start to finish, began to change. With texts being readily available, people began reading on particular topics or chapters, allowing for much more extensive reading on a wider range of topics. 5. Private reading: This is linked to the rise of individualism. Before print, reading was often a group event, where one person would read to a group of people. With print, literacy rose as did availability of texts, thus reading became a solitary pursuit. "While the invention of printing has been discussed conventionally in terms of its value for spreading ideas, its even greater contribution is its furthering of the long-developing shift in the relationship between space and discourse" The proliferation of media that is discussing in relation to the introduction of the printing press, to the death of an oral culture and that this new culture had more of an emphasis on the visual rather than in an auditory medium. As such the printing press gave birth to a more accessible and widely available source of knowledge in the sense that it broke down the boundaries between the possessors of knowledge and the masses. The narrative or discourse now existed in what would become indirectly through time, the global village. The invention of printing also changed the occupational structure of European cities. Printers emerged as a new group of artisans for whom literacy was essential, although the much more labor-intensive occupation of the scribe naturally declined. Proof-correcting arose as a new occupation, while a rise in the amount of booksellers and librarians naturally followed the explosion in the numbers of books.
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Pakistan Print Media
English Newspapers
Business Recorder Daily Times Dawn The News The Nation The Statesman Pakistan Observer Pakistan & Gulf Economist Herald (Magazine)
Urdu Newspapers
Jang Khabrain Nawa-i-Waqt Jasarat Daily Millat Akhbar-e-Jehan (Magazine) Phool (Magazine for Children)
2. Electronic Media: Regulation

The Pakistan Electronic Media Regulatory Authority (PEMRA, formerly RAMBO Regulatory Authority for Media and Broadcast Organizations) was formed in 2002 to "facilitate and promote a free, fair and independent electronic media", including opening the broadcasting market in Pakistan. By the end of 2009 PEMRA had:

issued 78 satellite TV licenses; issued "landing rights" to 28 TV channels operating from abroad, with more under consideration; issued licenses for 129 FM radio stations, including 18 non-commercial licenses to leading universities offering courses mass communication and six licenses in Azad Jammu and Kashmir; registered 2,346 cable TV systems serving an estimated 8 million households; and
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issued six MMDS (Multichannel Multipoint Distribution Service), two Internet protocol TV (IPTV), and two mobile TV licenses, with more under consideration.
PEMRA is also involved in media censorship and occasionally halts broadcasts and closes media outlets. Publication or broadcast of anything which defames or brings into ridicule the head of state, or members of the armed forces, or executive, legislative or judicial organs of the state, as well as any broadcasts deemed to be false or baseless can bring jail terms of up to three years, fines of up to 10 million rupees (US$165,000), and license cancellation.
Television:
The first television station began broadcasting from Lahore in November 1963. Television in Pakistan remained the government's exclusive control until 1990 when Shalimar Television Network (STN) and Network Television Marketing (NTM) launched Pakistans first private TV channel. Foreign satellite TV channels were added during the 1990s. Traditionally, the government-owned Pakistan Television Corporation (PTV) has been the dominant media player in Pakistan. The PTV channels are controlled by the government and opposition views are not given much time. The past decade has seen the emergence of several private TV channels showing news and entertainment, such as GEO TV, AAJ TV, ARY Digital, HUM, MTV Pakistan, and others. Traditionally the bulk of TV shows have been plays or soap operas, some of them critically acclaimed. Various American, European, Asian TV channels, and movies are available to a majority of the population via Cable TV. Television accounted for almost half of the advertising expenditure in Pakistan in 2002.
Radio:
The government-owned Pakistan Broadcasting Corporation (PBC) was formed on 14 August 1947, the day of Pakistani independence. It was a direct descendant of the Indian Broadcasting Company, which later became All India Radio. At independence, Pakistan had radio stations in Dhaka, Lahore, and Peshawar. A major programme of expansion saw new stations open at Karachi and Rawalpindi in 1948, and a new broadcasting house at Karachi in 1950. This was followed by new radio stations at Hyderabad (1951), Quetta (1956), a second station at Rawalpindi (1960), and a receiving centre at Peshawar (1960). During the 1980s and 1990s the corporation expanded its network to many cities and towns of Pakistan to provide greater service to the local people. In October 1998, Radio Pakistan started its first FM transmission. Today, there are over a hundred public and private radio stations due to more liberal media regulations. FM broadcast licenses are awarded to parties that commit to open FM broadcasting stations in at least one rural city along with the major city of their choice.
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The press is much more restricted in the Federally Administered Tribal Areas (FATA), where independent radio is allowed only with permission from the government.
Cinema:
In the golden days of Pakistani cinema, the film industry churned out more than 200 films annually, today its one-fifth of what it used to be. The Federal Bureau of Statistics shows that once the country boasted at least 700 cinemas, this number has dwindled to less than 170 by 2005
The indigenous movie industry, based in Lahore and known as "Lollywood", produces roughly forty feature-length films a year. In 2008 the Pakistani government partially lifted its 42-year ban on screening Indian movies in Pakistan.
Newspapers and magazines:

In 1947 only four major Muslim-owned newspapers existed in the area now called Pakistan: Pakistan Times, Zamindar, Nawa-i-Waqt, and Civil and Military Gazette. A number of Muslim papers moved to Pakistan, including Dawn, which began publishing daily in Karachi in 1947, the Morning News, and the Urdu-language dailies Jang and Anjam. By the early 2000s, 1,500 newspapers and journals existed in Pakistan. In the early 21st century, as in the rest of the world, the number of print outlets in Pakistan declined precipitously, but total circulation numbers increased. From 1994 to 1997, the total number of daily, monthly, and other publications increased from 3,242 to 4,455, but had dropped to just 945 by 2003 with most of the decline occurring in the Punjab Province. However, from 1994 to 2003 total print circulation increased substantially, particularly for dailies (3 million to 6.2 million). And after the low point in 2003 the number of publications grew to 1279 in 2004, to 1997 in 2005, 1467 in 2006, 1820 in 2007, and 1199 in 2008. Newspapers and magazines are published in 11 languages; most in Urdu and Sindhi, but English-language publications are numerous.[citation needed] Most print media are privately owned, but the government controls the Associated Press of Pakistan, one of the major news agencies. From 1964 into the early 1990s, the National Press Trust acted as the government's front to control the press. The state, however, no longer publishes daily newspapers; the former Press Trust sold or liquidated its newspapers and magazines in the early 1990s. The press is generally free and has played an active role in national elections, but journalists often exercise self-censorship as a result of arrests and intimidation by government and societal actors. The press is much more restricted in the Federally Administered Tribal Areas (FATA), where no newspapers are published, and in
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Pakistani-administered Kashmir, where publications need special permission from the regional government to operate and pro-independence publications are generally prohibited.
News agencies:
Pakistan's major news agencies include:

the government controlled Associated Press of Pakistan (APP); Pakistan Press International (PPI), originally the Pakistan Press Association; Associated Press Service (APS); the United Press of Pakistan (UPP); International Press Of Pakistan (IPP); and The National News Agency (NNA).
A number of smaller news agencies have come into existence, including Independent News Pakistan (INP), Pakistan News Network International (PNNI), Sharp Eye, South Asian News Agency (SANA), Online International News Network (OINN), and Worldwide News agency (WNA).
3. Interactive Media:
Interactive media normally refers to products and services on digital computerbased systems which respond to the users actions by presenting content such as text, graphics, animation, video, audio, etc. Tools of Media: Since the media plays a war of words, the important tools Include vocabulary, being vigilant about different developments. (a)Reading (b) Vigilant (c) Punctual (d) Alertness (e) Lingual Competence
FACTORS FOR GROWTH OF MEDIA IN PAKISTAN 1. Mass media is wholesaler of Mass Communication. Pak inherited 05 radio
channel son its birth. International Trend played important role in development of Mass Media in Pakistan. Initial decades of Pakistani Medias history have been dominated by PTV.
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2. Government was compelled to permit freedom of media:

Liberalization of airway in India led to mushroom growth of TV channels In Kargil war India was able to sell its viewpoint to the world and cashed on its version while Pak suffered since it had only the state channel. Economic boom in telecom in Pakistan. Commercial nature of Media was discovered in the economic advantages related to it. Revenue generated by Media in 2002 was 2 billion and in 2007 this soared to Rs. 17 Billion. Literacy rate / level grew in Pakistan and played a role in media Development. Arrival of cable operators / network and its growth held vision. Govt policies played vital role, especially of President Musharraf.
Javed Jabbar Said that Media is more powerful then nuclear devices he worked on PEMRA
3. Private sector was involved and posed challenge to state media. State Media to
compete with Pvt Media has to improve and become more open and provide realistic stories, this reformed the State Media as well _ since realistic input was being provided by the Pvt Media. Pak Media Market was in raw form and was untapped; it had the potential to grow. Phenomenon of community based radio channels i.e. FM channel, community based Services (print / elect) have played important role in media development. Number of Press Media / Printing groups were permitted and have launched their TV channels e.g. Jang Group Geo, etc. Mass media is the major source of providing news and entertainment to the people who wants to know who is doing what and what is happening. Aristotle in his book Poetics has written that Media is a means of catharsis and is must for normal living. The entertainment and news value of media has played very important role its development. However, electronic media enjoys larger scope over print media, since it has wider audience, is easily accessible and be understood by even illiterate people. The media provides wide range of entertainment / news according to interest of people of different age groups / liking / languages. Talk Shows Mania has brought more liberalization and has revolutionized the concept since erstwhile taboo issues are being discussed enhancing the awareness of people. The realization in the people and Government about the role of media in society / economic development is there. Indian soap operas have a large viewer ship and
4.
5. 6.
7.
8.
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their popularity has attracted lots of commercials / advertisement. The commercial aspects attached to the media have contributed to its rapid development. 9. The Infrastructure Development has taken place. Modern state of art studios /introduction of latest equipment / communication facilities like video conferencing, fax, electronic data transfer, chat / mobiles, etc have brought in a revolution and contributed immensely in the media development. 10. The advertisement / commercials have brought big money to media market. The contents of programmes are changing. The high economic stakes attached to the media have brought in Professionalism in all its related fields. Due open market, there is a Scarcity of professional media men. 11. The abundance of media outlets has on one hand has created lot of employment opportunities but on the other has posed challenges to the media men to excel in their fields. Jang Group has more than 50,000 employees; media persons are getting enhanced wages. Today we have number of highly professional and wellknown media persons who are stalwarts of Pakistani Media and form its backbone. 12. Dozens Of other factors have played role in the development of Pakistani Media. It has been a watchdog on actions of the state, people strengthened the media. Media has played important role in discussing un-touched subjects. It has helped harmonizing the nation on otherwise contentious issues. The competition among the channels is bringing in qualitative improvement in the content and other aspects of programmer.
EFFECTS OF MASS MEDIA IN PAKISTAN 1. Level of Awareness:

The level of awareness has increased. Media has contributed a lot in increasing the general knowledge, who is who and what is what, knowledge of current issues etc. The programmers having media discussions, current affairs, documentaries, etc have been instrumental in enhancing the common mans awareness. 2. Development Efforts of State: Media has assisted in development efforts of state .Programmers like Parah Likha Punjab, Coverage of Earthquake, have contributed in projecting efforts being made towards state development. 3. Development of Public Opinion: Media discussion / other programmers highlight the issues, hold crossdiscussions, and identify what are reasons / angles of different interest groups /
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people. Stances of different segments of society on key issues are brought out: it helps make / develop public opinion on different issues. 4. Helps in Educational Efforts: Media is also used by the state / society /organizations to promote educational activity. AIOU use media for education. 5. Supports Democracy: Media supports democracy by bringing out the democratic norms and inculcating the same in the general public / polity. Providing live coverage of parliament proceedings, activities of politicians, programs on democracies are few of the examples. 6. Support to Public Issues / Affairs: Media provides viewpoint of the public on public issues. Media has given voice to the public.
Certain Negative Role Of Pakistani Media

1. Consumerism: 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. Moral Vacuum: The dramas, programs etc shown on media glamorize everything they depict, this has created a moral vacuum and our younger generation is going away for our values (religious, social). 3. Westernization: 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. 4. 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. 5. False Values: Pakistani Media is projecting false values in its programs, etc. The projection of family planning, love stories in dramas, hi-fi living styles / material depicted in dramas, etc. are not real and are not based on ground realities.
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(a)Media lacks compact programs to educate Pakistani nation. (b)Projected values on media are not congruent with our values / ground realities. It is actually projecting False Values. (c)Programs / dramas shown are exaggerated beyond imagination. 6. Manifestation of Interests: Media is negatively manipulating the interests of the people. People of Pakistan are yet not critical / educated enough to realize this manipulation / twisting of facts. There is a famous dictum that a lie spoken 100 times becomes greater than a truth. 7. Exaggeration: Pakistani media is also blamed for overwhelming negative Exaggeration. It glamorizes issues, resorts to negative exaggeration of matters, newspaper headlines are depicting violence, etc all this demoralizes the nation. At times news are given without authentication / confirmation. Unethical material /photographs / scenes are shown on our media promoting vulgarization. Media is damaging basic fiber of our nation and has created a crisis of misidentification. 8. Dangers to Socialization: We remain fixed to TV screens at the cost of socialization. We cut short our social activities just to watch some favorite programs 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. 9. Sensationalizing / Creating Uncertainty: Our media sensationalize the issues / accidents / incidents. When too much of information is available it creates confusion. Our media is broadcasting every type of information at times even compromising the accuracy and is creating uncertainty. 10. Overloaded with Information: Pakistani Media is discussing so many of topics are actually bombarding the audience with information. Media has flooded us with information. This is psychologically not good for our scenes and disturbs our body functions. Media is stuffing our minds with all types of information and has converted us into generalist. Media is misusing our energies. Media has become corporate; it possesses / uses lot of resources and has phenomenal business / financial benefits attached to it, accordingly it bombards the viewers with information. Different surveys are undertaken to find out various methods on how to attract the viewers / readers. Media
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Marketing has converted us into recipient. Media is spending so much of money on efforts to attract / enhance its viewer ship. Commercials breaks are introduced at the peak points of programs. Such commercials are very expensive.
Role of State Media (PTV) in Pakistan

Formation Structure, Nature Government Policy Past, Present, Future Comparison with other private channels
Role Of Media Towards Change In Pakistan:

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 then 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.e. 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. Media shapes the public's behavior about the issues and plays vital role in highlighting certain attributes of issues. Gatekeepers of the media i.e. (editors, news editors, and other journalists) they all play central role in shaping the media agenda which becomes public agenda after sometime. In Pakistan media are now independent with the emergence of new century. There are
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numbered of news channels that have maximum coverage throughout the country. Media contribute a lot to develop public knowledge but even after years of success, media could not alter public's attitude towards issues. Media promulgate issues in a way that it raise public immediately just after the news bulletin whereas public mostly do not know that what should be their role and reaction in that particular issue. Media should discourage smoothly such attitude of public. Demonstrations and protests are good to increase pressure towards solution of any problem but there should be a proper way to express which should result oriented. With the passage of time reputation of Pakistan's media have sullied due to its failure in thoroughly comprehending affairs. It seems that media contributes to multiply wording over issues and crisis instead of spreading true root causes and facts of the issues. Our media coverage of political issues is heavily episodic instead of thematic. There are numbered of political talk shows and debates on all news channels of Pakistan. Any issue discussed in those programs has no ending and determining words that could help people to understand that either there is solution to these issues or not? Every political program discuses same issue under different names of the program. There is no difference in the information displayed by each program even the views of politicians from different political parties give no hope and track towards the solution of issues. If these programs demonstrate issues successfully then it could help people to pressurize government in a right way to solve the issue. 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 then judiciary and it shows no positive alterations in people's attitude towards the ridiculous change. Pakistans 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. This type of media with totally two different sectors creating a cultural gap in Pakistan. This cultural gap is increasing hatred groups. Our media showing world existence of two
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totally different cultures in Pakistan and directs people to divide in two groups one with fundamental thoughts and other with secular thoughts. For a peaceful environment and a democratic culture, it is important for all media channels to preserve real culture of Pakistan which is neither extremist and, nor ultra mod. Francis Fukuyama, (1995) says that, A thriving civil society depends on a people's habits, customs, and ethics- attributes that can be shaped only indirectly through conscious political action and must otherwise be nourished through the increased awareness and respect for culture. In Pakistan we have no independent and transparent political system but luckily now we have the independent media. Access of media and power is far more then political parties hence media can play major role to turn the fate of society. 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. Already existing some of extremist groups not only violate human rights but also spread wrong concepts about Islam and develop false picture of Islam and Pakistan to the world. To minimize such groups and to seldom the power of such hatred and extremist groups all Pakistani media should display true culture of Pakistan. All the news channels and drama channel should adopt national dress code of Pakistan which is both Islamic and Pakistani. Unfortunately models, actors, reporter and anchors of media channels follow such a way of speaking, negotiating and apparels which are not true picture of Pakistan and Islam. In the end I would like to summaries the whole discussion by recommending the media to enhance the knowledge of public about any issue so that they could participate shrewdly to manipulate the mess. Further media have to develop its status in the public by touching the invisible bonds of society means its culture. Although we have different cultures in our country but the origin of all the cultures is Islam. Media should communicate with the people as a part of their society. Tariqavi says, Stress the importance of culture, which may vary even within a country, in negotiating any complex deal you need to understand the values of the people you are dealing with, even if you do not accept their values yourself... Hence our media should take care of culture of Pakistan to integrate the people towards the prosperity and development while living within Islamic boundaries.
Media landscape
Pakistan has a vibrant media landscape, which in spite of political pressure and direct bans that they are sometimes subject to from the state; the media enjoys independence to a large extent. After having been liberalized in 2002, the television sector experienced a media boom. In the fierce competitive environment that followed commercial interests became paramount and quality journalism gave way to sensationalism. Although the radio sector has not seen similar growth, independent radio channels are numerous and
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considered very important sources of information especially in the rural areas. The Pakistani media landscape reflects a multi-linguistic, multi-ethnic and class-divided society. There is a clear divide between Urdu and English media. Urdu media, particularly the newspapers, are widely read by the masses mostly in rural areas. The English media is urban and elite-centric, is more liberal and professional compared to the Urdu media. English print, television and radio channels have far smaller audiences than their Urdu counterparts, but have greater leverage among opinion makers, politicians, the business community, and the upper strata of society.
Media And Conflict

Pakistan ranks as the most deadly country in the world for journalists. The security and safety situation in the conflict-affected areas, the Federally Administered Tribal Areas (FATA) and North West Frontier Province (NWFP), are the most grievous. Here journalists face propaganda, threats, coercion, and targeted killings. Some areas are effectively no-go areas for journalists; and the journalists working in the conflicts epicenters have adapted to self censorship in order to not antagonize the conflicting parties. As a result, curbs have been put on the free flow of information and some areas in FATA and NWFP and Balochistan suffer from a dearth of information or an outright information vacuum. There is a great need to provide journalists with improved security through risk-awareness training and conflict sensitive journalism. Pakistani media have not only been caught up in this violent conflict, but also in a war of
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words, ideologies and propaganda. FATA and NWFP have more than a hundred radical, illegal hate speech radios and the mainstream media have been subjected to a radical agenda as well. The media coverage of the regional conflicts within Pakistan and how these relate to the conflict in Afghanistan is either very rudimentary or stereotypical, and does not contribute to a greater understanding of the interwoven challenges from extremism that the two neighbors face.
Positive Impact of Media on Pakistani Society

Media is strengthening development in Pakistan. Media has supported Democracy. Media has highlighted Public issues. Media has given voice to neglected element of society. Media has become entertainment industry; it satisfies all segments, age groups of our society.
Mass Media Influence on Society

In the last 50 years the media influence has grown exponentially with the advance of technology, first there was the telegraph, then the radio, the newspaper, magazines, television and now the internet. We live in a society that depends on information and communication to keep moving in the right direction and do our daily activities like work, entertainment, health care, education, personal relationships, traveling and anything else that we have to do. A common person in the city usually wakes up checks the tv news or newspaper, goes to work, makes a few phone calls, eats with their family when possible and makes his decisions based on the information that he has either from their co workers, news, tv, friends, family, financial reports, etc. What we need to be aware is that most of our decisions, beliefs and values are based on what we know for a fact, our assumptions and our own experience. In our work we usually know what we have to do base on our experience and studies, however on our daily lives we rely on the media to get the current news and facts about what is important and what we should be aware of. We have put our trust on the media as an authority to give us news, entertainment and education. However, the influence of mass media on our kids, teenagers and society is so big that we should know how it really works.
Violence in the media

One of the more controversial areas of study of the media is what effect the media have on us. This is particularly timely as eyes are on Hollywood and the violent and sexy movies it makes.
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Does all the sex in the media, particularly the movies and television, have anything to do with the sexual mores of society? How about violence in the media? Does it have a relationship with the increase in violence in our society? Does the media just mirror the sex and violence in society, or does it influence society? Remember the theme for this class that we discussed the first week (go back to themes lecture for a refresher.) There have been countless studies trying to find out. Some of the most famous were the Payne Studies in the late 1920s that looked at the impact of movie violence on children. And starting in the 1960s people started looking for a cause for the increase of violence in society. Violent crimes in this country were on the rise. We were at war. A president (John Kennedy) was assassinated. A presidential candidate (Bobby Kennedy) was assassinated. A civil right leader (Martin Luther King) was assassinated. There was an attempt on the life of the Pope. There had to be a cause. Why the sudden increase? To some, the media especially television seemed a good candidate. After all, in the 1960s we had the first American generation raised on television. And if you looked at the fare on television, you saw all kinds of cop shootemuup shows. Movies, threatened with extinction thanks to television, had responded by including more violence and sex. A number of longterm studies were conducted to determine what, if any results, all that media violence was having on us. Four major results came from these studies. A fifth one has evolved over time.
Catharsis Theory
The first of these theories suggests that rather than be harmful violence in the media actually has a positive effect on society. The central assumption of the Catharsis Theory is that people, in course of daily life, build up frustrations. Vicarious participation in others' aggressions helps release those tensions. In other words, every day we frustrations in us build up. Without a release valve we risk the chance of becoming violent, or at least aggressive. You do poorly on a test. You have to park to far away from the classroom. Some jerk cuts in front of you on the freeway. You get home and your significant other, or a child, starts demanding your attention. You snap back by yelling or hitting. That counts as violence as much as shooting someone. It is only a matter of degree. The Catharsis theorist would say that by watching violence in the media you release some of that tension and are less likely to be aggressive or violent. But can you say the same thing about sex in the media?
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Aggressive Cues Theory

Then there is the opposite view, that violence DOES have an impact. Probably most prevalent of these theories is the Aggressive Cues Theory that has as its central assumption this: Exposure to aggressive stimuli will increase physiological and emotional arousal, which will increase the probability of violence. In other words, all that violence gets the adrenaline juices in us flowing and makes us more edgy, increasing the chance that we'll be more aggressive or more violent. Aggressive Cues theorists are quick to point out that watching violence does not mean we'll always be more aggressive or violent, but it increases the chances. And the way in which the violence is presented will have an impact on us, too. If we can relate to the protagonist committing the violence, or if the violence is presented in a justifiable way, we can be led to aggressive behavior. If a bratty kid gets spanked in a media portrayal clearly an aggressive and violent act it sends a message that corporal punishment is acceptable under the right circumstances. If steelworkers see a show where steelworkers drink and brawl after work every day, they are more likely to accept that drinking and brawling are normal behavior.
How mass Media Influence works

Of all the media distribution channels the most influential has been the television, we are constantly exposed to thousands of images of violence, advertising, sex, celebrities and much more, in fact a its known that a child is exposed to about 40,000 ads a year. But who owns the media, which are the companies or people that shape our values, beliefs and decisions? The media is basically dominated by five major companies they are:

Time Warner VIACOM Vivendi Universal Walt Disney News Corp
Those 5 companies own 95% of all the media that we get every day. They own the major entertainment theme parks, entertainment movie studios; television and radio broadcast networks and programming, video news and sports entertainment. They also own integrated telecommunications, wireless phones, video games softwares, electronic media, the music industry and more. Years ago there was more diversity in companies, but they have merged so now they are just a few and they have the power to shape the opinion and beliefs of us and our kids. So its important to be aware of what your kids are exposed to every day and you should also try to look at things from different perspectives and not just from the one the media gives you.
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How does mass media influence young people? The media makes billions of dollars with the advertising they sell and that we are exposed to. We buy what we are told to be good, after seeing thousands of advertisings we make our buying decisions based on what we saw on TV, newspapers or magazines to be a product we can trust and also based on what everyone else that we know is buying and their decision are also base don the media. These are the effects of mass media in teenagers, they buy what they see on TV, what their favorite celebrity advertise and what is acceptable by society based on the fashion that the media has imposed them. There are some positive and negative influences in young people. Here is a positive influence example, if there is a sport that is getting a lot of attention by the media and gains popularity among your friends and society, you will more likely want to practice the sport and be cool with all your friends. The result is that you will have fun with your friends and be more healthy because of the exercise your are doing. However a negative influence in teenagers is the use of cigars by celebrity movie stars, the constant exposure of sex images, the excessive images of violence and exposure to thousands of junk food ads. Young people are in a stage of life where they want to be accepted by their peers, they want to be loved and be successful. The media creates the ideal image of a beautiful men and women and tells you what the characteristics of a successful person are; you can see it in movies and TV. Its a subliminal way to tell you that if you are not like them you are not cool yet so its time to buy the stuff they buy and look like they look. Another negative influence in teenagers that has grown over the last years are anorexia and obesity. There are millions of adolescents fighting obesity, but at the same time they are exposed to thousands of advertisements of junk food, while the ideas image of a successful person is told to be thin and wealthy. Also more women are obsessive with losing weight even when they are not obese, there are many thin women that want to look like the super models and thin celebrities so they engage in eating disorders which leads to severe health issues and even death.
Effects of violence in the Media

When we watch TV or a movie we usually see many images of violence and people hurting others. The problem with this is that it can become traumatic especially in our children as we see it more and more. Our kids that are starting to grow and are shaping their personality values and beliefs can become aggressive or they can lose a sense of reality and fiction of what they are seeing. In the past years there have been some cases of kids carrying a gun at school and even hurting others with it. Those kids have been linked to excessive use of violent video games and war images. Another problem is that real war is used as a form of entertainment by the media, we should make our kids and teen aware that war is not a form of entertainment and that
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there is no win or lose like in video games, in real war everyone lose.
How media influence public opinion

As i have said above, the media has a huge impact on society and also in public opinion. They can shape the public opinion in different ways depending of what is the objective. For example, after the attacks of 911 the media gave a huge coverage of the event and exposed Osama guilty for the attack as they were told by the authorities. This shaped the public opinion to support the war on terrorism, the same happened with the war on Iraq. The problem is that if media received un accurate information then the public opinion supported a wrong cause, this is the power of public opinion influence. Other ways to influence are with polls and trends, especially in political campaigns. The candidates that can pay for more TV and media exposure have more influence on public opinion and thus can receive more votes.
The Environmental Impact of Digital Media

Digital media's ecological footprint has come under greater scrutiny in recent years, and research shows it is a not so benign "paperless" alternative. For those who may consider the environmental impact of digital media technology as either neutral or beneficial, it is worth considering evidence that shows such technology leaves a considerable ecological imprint. In fact, a short survey of the energy consumption and land use reveals digital alternatives are having a negative impact in many areas of environmental concern. Consumer Electronics, Digital Media and E-Waste The accumulation of electronic waste has become a major environmental concern worldwide. As computer and cellular technologies undergo continual hardware and software improvements requiring regular replacement, vast quantities of discarded electronics, cables, and devices are accumulated. Furthermore, electronic components such as cathode ray tubes contain toxic elements such as lead, cadmium, beryllium and mercury, and substances such as PCBs. Ruminated flame-retardants, which are ubiquitous in plastics and electronic components such as circuit boards, are also harmful to human health and the environment.
Impact Of Internet On Society

Helped Searching Keep people in touch Trend of off-line study decreases Decline of physical effort In Field of Education As the whole world of the "Information Super Highway" is in
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constant transition, so is the rule of the Internet on education, still being formatted, evaluated and in constant transition. We shall discuss one such school as one example, the C.E.S Jewish Day School in Rockville Maryland. This is a private school K-12 with an objective to educate students to be good and productive American citizens, on the one hand, and leaders of the Jewish community on the other hand. About four years ago, teachers were very slowly introduced to the world of computers. Most teachers were somewhat apprehensive, afraid that with an incorrect click, the computer would "explode". How would the students learn if the teachers felt so inadequate? This is an area of great interest, as in this age of computer technology the roles are not always as traditional as in the past. It is not "here I am the teacher let me teach you something new", but rather, lets try and do this together. Let us search and see what we can learn with the help of this new technology. The horizons of students and teachers have become so much greater. Let us concentrate on one specific example. The Book of Exodus is studied in the fifth grade classes in Hebrew. This year with the help of the Internet a new component was added, "Ancient Egypt". With the help of the Internet and some books, the students in pairs searched the Internet for information about, The Pyramids, Egyptian Gods, Work and Games, Education, Life after Death, The Pharoses and other such topics. Searching the Internet was very interesting, as the graphics were wonderful to look at, the information most exciting? They were able to locate sites with Egyptian music too. With the help of a computer program called Hyper Studio the students were able to create a beautiful interactive project about Ancient Egypt. A topic that could be very dry and bookish, took on an exciting life of its own, with the help of the excitement that exists with the use of the Internet. This is one small example that tells about the independence the Internet affords students. Research can be done, in a way that is so much more exciting to most students. The students also participated in e-mailing in Hebrew with Kibbutz children in Israel. Students in other schools "talk" to authors over the Internet some residing in countries other then the U.S. The possibilities are limitless. What about comparing rain measurements by students in different countries? What about comparing projects and different experiments? The Internet can make learning so much more exciting, interesting, very engaging and very much alive. Computers have been a source of joy for children for some years now, because of the games they like to play on them. So school work, that resembles play, is much more appealing. With the vast opportunities the Internet, affords great learning with much joy. This is the reason that computers are taught from kindergarten. Some examples of "students project" can be seen on the schools website. Field of Health Care Transforming Medicine and Health Synergistic discoveries and instant scientific
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collaborations between researchers working on areas as diverse as hereditary neurologic diseases and the basic biology of microorganisms all happening thanks to the Internet. Telemedicine allows medical specialists in Boston to diagnose and treat patients in California. How will the Internet affect two aspects of "medicine, fundamental research and medical care?" One of the impacts of the Internet on our society in the field 0f medicine is the research capabilities it affords the general public, or the empowerment it affords patients and their families. Once the patient or his family, were afforded just one second opinion. Those that could (and still can afford it) can go to as many doctors that they deem necessary. On the whole, the general public can see one "extra" specialist. Today, with the vast knowledge presented on the "Internet" one can glean great sources of information. The patient is much better informed to discuss his case with his doctor, understand alternatives, side affects, the latest treatments available and the statistical probabilities of success.
"The National Institutes of Health" in Bethesda Maryland, afford a wonderful example of sources of up to date medical information for everyone using the Internet. This most prestigious government facility engages some of the best doctors and scientist in the world that work in pure and clinical research in the fields of medicine. Everyone is most welcome to use their website to learn about any medical aspect that is of concern to them. Not just traditional medicine is available on N.I.H's website. In recent years when alternative solutions to medical problems were gaining much interest, N.I.H added that area of expertise to their facility and of course on the Internet too.
The vast sea of medical information available to the public on the Internet empowers
patients and their families as they can gain so much knowledge about the newest research and treatments. One can also gain information about how certain medical problems are treated in other parts of the world. The more traditional cures would come usually from countries in Europe, and the less traditional ones would come from counties in the East Asia.
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In Field of Business The way people conduct business has vastly changed with the wide use of the Internet. Many businesses have websites that allow people to conduct business "on line". This is a field that all experts say will grow and advance greatly in the years to come, not just in the United States but in other countries around the world too. "Books and C.D's" are bought mainly through Amazon, a virtual book and music store with no stores, just am excellent website, and large warehouses.
According to Professor Walter Solomon who is a world renowned consultant (commerce) and a professor at Harvard University in the year 2000 Internet sales will be 6.5 billion dollars, although only 34% of Internet users actually conduct business "on line, 76% of web surfers say they will "e-trade" in the future. According to Solomon those that will not sell airline tickets, home banking and tourism "on line" will be at a disadvantage. Other items that sell well over the Internet are computers. Dell computers sell over the Internet at a rate of $10.000.000 a day, with little expense. Tourism and leisure do well over the Internet. Many people use the inter-net to get information before making a purchase. This is a way that the consumer learns much about his next purchase, before he actually goes out to purchase. Half the fun people say, is planning one's vacation. One sits comfortably in his home and surfs the web for interesting places to visit, what can be done in those places, and then which company offers the best deals or prices. The potential tourist has the world to surf through with the help of the "mouse".
Different types of cruises are offered over the Internet, for different kind of interests, ages,
destinations and affordability.
Internet Causing Social Isolation The amount of time spent on socializing and using the Internet. By taking into account the survey result we see the usage of the Internet is drastically increasing and the time, which they use to give to their families and friends, has reduced. People now prefer to sit and browse rather than talking to their acquaintances, family and friends. Where do you think Internet is impacting the most?
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According to the survey results, 67% of the people think that Internet has changed our Social lives/society and 20% think the government is impacted most while 13 % thinks of trade. As internet is playing an important role in research and education but also serving as a catalyst to a countrys socioeconomic, cultural and political development. Where there is positive aspect there is always the other side of the coin. It has benefited to some extent but has also polluted few.
The Social Impact of Mobile phone

Mobile telephony is without doubt one of the most explosive developments ever to have taken place in the telecommunications industry. By the end of 1990 there were just 11 million cellular subscribers world-wide; eight years later that figure had jumped to 320 million and is now forecast by the ITU to exceed 550million by the end of next year. Penetration rates in the Nordic countries were close to 60% by September 1999, led by Finland (63%), Norway (58%), Iceland (56%) and Sweden (53%). Mobile growth around the world has also been nothing short of astonishing. China posted an 87% combined annual subscriber growth rate from 1995 to 1998, with other major economies like Brazil (82%) and South Africa (67%) not far behind. For the worlds poorest countries, cellular telephony and wireless local loop systems represent the best chance yet of bringing the power of telecommunications to economically disadvantaged or isolated communities. Cambodia, for example, is one of only half a dozen countries in the world where cellular subscribers already outnumber fixed-line subscribers. Without doubt, mobile telephony offers enormous advantages added convenience, greater personal security, and the ability to take advantage of dead time to do business on the move. But the picture isnt all rosy. Like most young technologies, mobile telephony is experiencing its share of teething troubles, including concerns about environmental impact, health and safety, and, of course, the social changes being wrought by a technology which, by making us permanently contactable, is having a profound effect on our interpersonal interaction.
Evils in television
American society is riddled with problems. Not least is its inability to understand these problems correctly. When pundits assign blame, they seldom find the true culprit. What should we do about the crisis in education? Public discussion of the question generally percolates down to a call for teachers to do a better job. What is causing the high rate of illegitimate births and the epidemic of sexually transmitted diseases (now known as STD)? Most of our leaders say it is inadequate sex education. What is responsible for teenage suicide? The common reply of reputed experts is that we are putting teenagers under too much pressure to meet adult expectations. All these attempts at social analysis are faulty. Americans are wearing blinders to their
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true predicament. They do not see the real causes behind the wave of troubles sweeping across our society. The primary cause is our departure from a Biblical world view, but there are also secondary causes. One of the most important is television. Its formative influence on children is profound, both because it is the main source of an alternative to the Biblical world view and because it has replaced traditional childhood experience with a radically new way of interacting with the world. The medical and psychological dangers in television come under eleven headings.
Excessive Violence
It has long been known that television fosters violence. Research in the 1950s suggested that violence in the media can trigger an unstable person under stress to commit violence in the real world. Certainly, many crimes have been inspired by lurid scenes in popular entertainment. One especially grim example occurred some years ago, when children poured gasoline on their parents' bed while they were sleeping and then lighted it a crime they had seen in a television program. In the 1960s, a classic study done by the psychologists Bandera, Ross, and Ross showed that televised violence affects normal children. They compared children who had recently seen a film showing aggression with children who had not. In response to mild frustration, the former were more likely to react aggressively. The essential finding of many other psychological studies in the same decade was that within a short time after viewing aggressive behavior in a visual medium, children are more likely to display aggression in unstructured play. It remained to be determined whether televised violence has a more serious impact on behavior. A host of studies since the 1960s leave no doubt that the effects of televised violence are far-reaching. According to APA Online (Web site of the American Psychological Association), "Psychological research has shown three major effects of seeing violence on television: 1. Children may become less sensitive to the pain and suffering of others. 2. Children may be more fearful of the world around them. 3. Children may be more likely to behave in aggressive or harmful ways toward others".
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The most sobering data have come out of large longitudinal studies, investigating the relationship between exposure to televised violence during childhood and aggressive behavior many years later. Research led by Leonard Eron showed that the effects of watching televised violence at age eight lasted more than twenty years. Children who saw the most violence were more aggressive as teenagers and more likely to engage in criminal acts as adults. Eron testified before Congress that these findings are not restricted to a single study, but have been replicated by many others, including several done in foreign countries. Moreover, the observed effects are not trivial. "The results from study to study are robust. All types of aggressive behavior, including illegal behaviors and criminal violence, had highly significant effect sizes associated with exposure to television violence". It is now estimated that from 10% to 20% of real violence can be traced to media influence. But this statistic is misleading for two reasons. 1. Measurable criminal violence is not the only result of violence on television. The constant display of aggression also aggravates lesser forms of friction and strife, so that these are becoming more common in every corner of society, among adults as well as children. 2. This statistic considers only the violence traceable to actual viewing of television. But the media also have insidious indirect effects on society. In their unrelieved efforts to overthrow traditional values, they are degrading the moral climate in which all people operate, however much they watch television. Thus, everyone is hemmed in by weaker restraints against antisocial behavior.
Horror
As themes of media content, violence and horror are similar, but not quite the same. Horror shows the gruesome effects of violence or any other destructive process. Why then would anyone find horror entertaining? It is especially appealing to adolescents, because they are in a period of life when they are striving for mastery over their emotions. Overcoming terror and revulsion makes they feel strong and grown-up. The safe world of a story is no doubt a good place for learning how to manage fear. But it is natural and healthy to be fearful of injury and death and to see their results as disgusting. An appropriate response to horror restrains us from bringing harm to ourselves or to others, and creates sympathy for a victim. The ability to see horror as truly horrible makes civilized society possible. Yet, the many ghastly scenes on television and in the movies are so
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overdrawn as to dull the ability of adolescents to react appropriately. The media desensitize them to horror, making them more callous to evil and its consequences. The result is that they will find it easier to bring horror, or at least pain and sorrow, into the lives of other people.
The Cult of Beauty
From the beginning, television has labored mightily to convince viewers that they need to make themselves more attractive. It has offered up a ceaseless stream of ads for hair care products, shaving blades and creams, body soaps, deodorants, and a host of other products designed to enhance the feel, the smell, or the look of the human body. In the effort to attract viewers and sell products, television and the other visual media constantly offer a gallery of the world's most beautiful people. A modern man sees more world-class female beauty in a single day than his forefathers saw in a lifetime. As a result of the media's relentless campaign to promote body consciousness, people today are more obsessed with beauty than ever before. But the cult of beauty brings dry rot to the moral foundations of society.
To be generally regarded as a beautiful person is nowadays often destructive, for in the minds of most people, a beautiful person is a sex object. Such a person may come to see him or herself in the same way and to take pride in the distinction. The next step is to accept and even cultivate lust-driven attention because it is flattering to self, although it is also a lure into sin. The result all too often is that the person seen as beautiful falls into a licentious life style, allowing him or her to revel in the sordid and self-destructive pleasures that beauty makes possible. Many who do not have beauty (or who think they do not have it) are at risk for either of two unhealthy reactions. They may sink into a chronic self-hatred. Or at an unacceptable personal cost they may strive to become beautiful. Today's cult of beauty dictates extreme thinness. Teenage girls believe that the perfect girl is 5' 7" tall and weighs 100 lb. As a result, an increasing number of young girls and even young boys are starving themselves in an effort to gain a fashionable look. Conceptions of ideal appearance depend strongly on images in the media. Many studies have concluded that the media's exaltation of female thinness, both through the use of thin women to set the standard of beauty and through constant propaganda in favor of losing weight, is responsible in part for the current epidemic of eating disorders, including anorexia and bulimia. It is estimated that these disorders now afflict about 15% of college-age women. The cult of beauty distorts social relationships by making physical appearance the chief determinant of social value. Who is most popular or who receives special
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opportunities depends on who is most good-looking. But looks are a poor criterion when choosing a friend or leader. (One of the worst kings of Israel was Saul, notable for his height and handsomeness.) Also, looks should be a secondary consideration when choosing a mate.
Preoccupation with Sex
The Saturday lineup of programs for children and teenagers has adopted the goal of heightening their sexual awareness as much as current standards of decency will allow. Yet the lewdness of these programs pales next to what young people can see on daytime. Sexual themes have risen from a whisper in the 1950s to a deafening roar in the 2000s.
"The average American adolescent will view nearly 14,000 sexual references per year. In a recent content analysis, 56% of all programs on American television were found to contain sexual content. The so-called 'family hour' of prime-time television (8:00 to 9:00 PM) contains on average more than 8 sexual incidents. A recent study of 50 hours of daytime dramas found 156 acts of sexual intercourse. . . . Unmarried partners outnumbered married partners by 3 to 1".
The data just cited come from a study published in 2001, but already they seriously understate the presence of sex on television. More recent data, from 2005, indicate that the flood of sexual content is still rising.

The number of sex scenes almost doubled since 1998. In the twenty shows most popular with teens, 70% had sexual content. 15% of the scenes of intercourse involved a couple that had just met.
The effects of sexually explicit content on children (including adolescents) have not been studied as they should. The reason is that many people in a position to do the necessary research are philosophically indisposed to admit that such content could be harmful. But there are encouraging signs that the wind is changing. One recent study, for example, garners strong evidence that watching sex on television influences the actual behavior of teens. It increases the chances that they will have sex, and for those who would have sex anyway, it may start them at a younger age. Until more hard evidence is forthcoming, however, common sense should not hesitate to take over where science stops. And by common sense we can be fairly certain sex on television has numerous evil effects on children.
By giving a child an opportunity to watch what he should shun, and by presenting
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sexual activity as normal and fun, televised sex breaks down any moral inhibitions he might have either through natural modesty or through training.
Sex in the media arouses him sexually and therefore engages him directly in immoral activity. The pleasure in sexual titillation is highly addictive. One experience of this kind creates the desire for another, and a child will likely be indiscriminate as to where he seeks it. He may seek it through further viewing of television, through pornography, or through actual intimacy with another person. In other words, he may be drawn into some form of sexual practice. The increasing presence of nudity on television (and in other media, such as the internet) is a major threat to public decency. Viewing naked people desensitizes children to the shame in public nakedness and destroys their own sense of modesty. Immodesty breeds immodesty.
No one should suppose that sex on television harms only children. It corrupts adults as well, by recruiting them to immorality and teaching them to victimize others.
Encouragement of Unhealthy Habits
Pediatricians complain that the media, especially television, are a prime cause of smoking, drinking, and drug use among adolescents (14). The pressures that the media bring on young people to engage in these self-destructive activities are well documented.
"Alcohol, tobacco, or illicit drugs are present in 70 percent of prime time network dramatic programs, 38 out of 40 top-grossing movies, and half of all music videos. Moreover, it is often an attractive role model who uses dangerous substances. The implicit message is that these find favor with people who are "healthy, energetic, sexy, and successful". "For every 'just say no' or 'know when to say when' public service announcement, teens will view 25 to 50 beer and wine advertisements. Tobacco manufacturers spend $6 billion per year, and alcohol manufacturers spend $2 billion per year in all media, trying to entice young people into 'just say yes'".
Does all the advertising succeed in recruiting customers among youth? Yes. According to one study, the more they have been exposed to alcohol ads, the more they drink. According to another study, TV-viewing was the strongest of several factors under scrutiny in its effect upon the age when youth begin smoking. As viewing increased, the age decreased. Another health problem connected with TV-viewing is weight control. Several studies have established that TV-viewing increases the risk of being overweight. The effect is apparent as early as age three. TV-viewing in early childhood has such long-range effects
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that it is a risk factor for being overweight in adulthood. The excess poundage that television fans acquire is due partly to inactivity and partly to snacking, which may itself be TV-dependent behavior. It is encouraged by the many commercials pushing junk foods.
Modeling of Uncivil Speech and Conduct
The talk on television offers almost no relief from uncivil speech. If everything were pared away that is rude, loud, boastful, hostile, insulting, boorish, naughty, disrespectful, manipulative, or unkind, hardly anything would remain. A bad mouth dominates children's programs and just gets louder in adult programs. In sitcoms, people have hardly anything sincerely nice to say to each other. Anyone who doubts that this din of ugly speech affects children cannot be listening to them. It is depressing to hear the conversation of today's typical children. They talk to each other in cutting one-liners. Yet the offensive behavior encouraged by the media is not confined to speech. For the sake of supposed humor, the media frequently show children acting naughty. Staged or cartoon-mediated disobedience, bullying, yelling, whining, rowdiness, hyperactivityall set an example for children in the viewing audience. Research has shown that the more a child watches television, the more likely he will bully his peers. Worst of all are the many scenes showing children out of control, in a tantrum perhaps. Unfortunately, a tantrum is contagious. One child takes his cue from another, even though the second may exist only on television. The common failure of adult characters on the screen to cope properly with naughtiness merely exacerbates the viewing child's desire to be naughty too. Children learn civilityindeed, they learn kindness, consideration, and all the other virtues essential to good social relationshipsthrough interaction with loving adults and through adult-supervised play with other children. TV-viewing, by focusing a child's attention upon an impersonal screen, drastically reduces his interaction with other real people. One of the indictments that recent research has brought against TV-viewing is that it produces children who are handicapped by poor social skills.
EFFECTS OF PRINT MEDIA ON SOCIETY

The rapid growth of print media in almost all the major parts of the world was bound to create across-the-board changes in the life of people for it was after centuries that people were exposed to secular ideas and the grip of the church in most parts of the Europe and America in manipulating social life started losing ground. Since the massive change in communication occurred at a time when industrial revolution also brought about change of thought process, the role of media triggered a bigger than expected changes in the social life of the masses.
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Language
The first to benefit from the printed words was the language itself. Due to distance and the literature getting into limited hands, common people were far from knowing a standard language of their land. The printing of books and letters in high number standardized the languages and make them an effective tool of communication by setting certain meanings of words, phrases, symbols and signs. It was due to print impression that some of the sign got international recognition.
Economic ideas
The breaking down of churchs control over written communication, and involving more people in the print communication by the early newspapers and periodicals, money generation methods and increasing trade became common topics. The growth of economies due to understanding of monetary and fiscal matters by more people further weaken the forces of religion in the west and the society continued to bend towards a material world.
Knowledge of science and technology
The newspapers and manuals proved a great success in highlighting the work of scientists and new ideas on technologies. Spreading the science ideas across the European continent, the print media worked as a catalyst to gear up the industrialization which was based on the new technologies worked out during the 18th centuries. The invention of steam engine in return gave boost to the print media by spreading the printed words to far flung areas and thus encouraging people from the small towns to participate in debates on science ideas and cause a great thrust in the growth of industries.
Politics
By sixteenth century the world knew little about democracy and civil rights. But with the world of civil rights spreading and voices were raised by sociologists. The sharing of political ideas grew in size to the extent that in many countries a revolution against the dictatorial government and monarchs took place. The setting up of parliaments and reports of deliberations from inside the parliament has always an interest for common people. Till today most politics are done through media which is regarded as the forth pillar of democracy
Education
The print media has been largely responsible for running educational campaign for ordinary people. Not only pieces of information or news are conveyed to readers, experts from almost all the major fields of life medicine, education, environment, economists and religious scholars write in the print media. This is an enormous thing to be done by the media.
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Wars
Media has stood firm at the times of war or invasion by the enemy. It tells people what to do at war time and keep the nations spirit high.
Sports and entertainment
Not that the media is always busy in serious and rather sober matters of education and politics, it has done a great deal of entertainment by reporting articles and information about music, sports and other recreational activities.
Bring world closer
The media has been responsible to bring the world closer. It tells similarities in human living and the differences so that people intending to travel due to business, health or educational purposes know in advance about the new land. It tells interesting features, discoveries and historical heritage to urge people to visit each others lands and thus know each other better than before.
Historic perspective
The discovery and establishment of the printing of books with moveable type marks a paradigm shift in the way information was transferred in Europe. The impact of printing is comparable to the development of language, the invention of the alphabet, and the invention of the computer as far as its effects on the society. Gutenberg's findings not only allowed a much broader audience to read Martin Luther's German translation of Bible, it also helped spread Luther's other writings, greatly accelerating the pace of Protestant Reformation. They also led to the establishment of a community of scientists (previously scientists were mostly isolated) that could easily communicate their discoveries, bringing on the scientific revolution. Also, although early texts were printed in Latin, books were soon produced in common European vernacular, leading to the decline of the Latin language. In Korea and China, there were no texts similar to the Bible which could guarantee a printer return on the high capital investment of a printing press, and so the primary form of printing was wood block printing which was more suited for short runs of texts for which the return was uncertain. Because of the printing press, authorship became more meaningful. It was suddenly important who had said or written what, and what the precise formulation and time of composition was. This allowed the exact citing of references and producing the rule. Before the author was less important, since a copy of Aristotle made in Paris might not be identical to one made in Bologna. For many works prior to the printing press, the name of the author was entirely lost. Because the printing process ensured that the same information fell on the same pages, page numbering, tables of contents, and indices became common. The process of reading was also changed, gradually changing from oral readings to silent, private reading. This gradually raised the literacy level as well,
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revolutionizing education. It can also be argued that printing changed the way Europeans thought. With the older illuminated manuscripts, the emphasis was on the images and the beauty of the page. Early printed works emphasized principally the text and the line of argument. In the sciences, the introduction of the printing press marked a move from the medieval language of metaphors to the adoption of the scientific method. In general, knowledge came closer to the hands of the people, since printed books could be sold for a fraction of the cost of illuminated manuscripts. There were also more copies of each book available, so that more people could discuss them. Within 50-60 years, the entire of "classical" knowledge had been printed on the new presses. The spread of works also led to the creation of copies by other parties than the original author, leading to the formulation of copyright laws. Furthermore, as the books spread into the hands of the people, Latin was gradually replaced by the national languages. This development was one of the keys to the creation of modern nations.
Psychological impacts on children and youngs

How do the media influence young people in today's society? Our society still seems confused about what to think about children and young people. It seems to be gripped with a fear of children, blaming them for much of society's ills: crime, vandalism, drugs, drink, sex, teenage pregnancy. The list goes on. But if these theories are true, where do these rebellious attitudes stem from? The obvious answer would be from the upbringing of children, but in my opinion the media also plays a substantial role in the attitudes, behavior and physical aspects of youth today, in particularly that of young women. We are constantly being bombarded with advertising, opinions, images and stories which appear to be forcing us to conform to a specific image of how we are supposed to be, whether it be slim, more intelligent or prettier. Media strongly affects youth culture. The media executives are quick to defend their role in youth violence and bullying while selling millions of dollars in ads focused on youth. TV producers, network executives, motion picture companies and others in the media deny any impact of their programs on the attitudes and actions of youth. Meanwhile they continue to spend millions on special effects and marketing geared to increase appeal to youth markets. While corporations spend millions on market research and advertising to create products and campaigns targeted at a youth demographic, they still deny their ability to influence youth. If this were true to fact, would NIKE continue spending millions every year on product development, marketing and advertising? Would McDonalds still be using cartoon like characters to sell hamburgers? Would music labels be increasing the level of violence and sexual content in the music geared towards the youth audience? Would liquor companies be using youth oriented activities in their advertising? Of course it
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works on influencing youth and its ideals advertising would not be a multi-billion dollar a year business. If it had no influence, M-TV would not have consultant on staff spending huge amounts of money to ensure them keeping up with youth culture. We've all heard it before. Blame it on TV or other means of media. If a child bludgeons another child to death with a wrench or shoots a classmate, it is the violent TV programs that they watch which are to blame, not the parents or the supervisors who are supposed to be there to make sure their kids do the right thing. How far is it true that the media is responsible for trivializing death and violence, thus causing the children of America to go out on shooting rampages, or kids in Britain to murder innocent toddlers? First let us look at the way the media portrays death. Death has always been a taboo subject. People do not usually sit around talking about death, especially to children. It may be for that reason that children do not really understand the concept of dying. We constantly see instances in cartoons where a character is killed, but in the next scene, that same character is alive and well again. The fact is that they do not actually die. Characters like Warner Bros. Wild E Coyote never die. As clichd as it may sound, it has been rightly said all things have their good as well as bad effects. In the similar conduct media also has its good as well as bad influence on youth. Well these were the negative influence of media on youth. Now we focus on the affirmative aspects of media. Media plays a very important role in creating awareness. There are certain issues which remain untouched among youngsters as they feel guarded concerning it. Media helps in providing information regarding such topics. There are many such topics that are highlighted by the media. The current one that can be talked about is the quota system in colleges. Media created awareness that how injustice was being done with deserving candidates due to reservations in colleges. There was procession taken out by students in order to object regarding this bias discrimination. One other such issue is the debate carried on regarding sex education. Media was trying to highlight both the aspects of the matter that whether sex education must be allowed in schools or not. There were a group of people who were all for it and there were people who considered it a taboo. Even though we are heading towards westernization, our roots still remain Indian. And that is the reason why we fell anxious discussing such issues with young ones. But if we think practically then there are so many instances where children head the wrong way just in the anxiety of knowing certain issues. So, the only acceptable approach in which we can
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guard our child from choosing the wrong path is by talking to them and educating them about the issues that need to be learnt at the right instance. Media being one of the important means to reach out to the masses and influence their thinking and decision making, only to the positive media cannot attract attention of the masses, and to gain viewer ship, negative media has to be incorporated to balance out and attract the masses, but a line has to be drawn between the positive and the negative media in the interest of the younger generation. CONCLUSION Media brought the world at our room. Get whether Reports very easily. Get NEWS of various parts of the World. Entertains massive part of the public. But addicted to various serial is harmful for daily lives, especially Younger generation of the society leave their studies to watch TV serials. Grows the children violent by maliciously showing wrestling in many sports channels. So Media has its both Black and White sides of it. White part for awesomeness and the Black side is its Reverse
Media is a double edged sword. It has its benefits, it has its vices
RECOMMENDATIONS
The main recommendations suggested in the report are:
Improve the safety of journalists and media workers through improved monitoring, risk awareness and conflict sensitive journalism training, development of risk response mechanisms, and advocacy and lobbyism. Promote Pakistani-Afghan media relations through dialogue forums and professional cooperation. Address the information vacuum and media distortion through awareness-raising on radicalization of media, and through strengthening radio outlets and by the use of innovative use of new and traditional media in FATA, NWFP and Baluchistan. Strengthen investigative journalism through training and through funding that can subsidies journalists wishing to undertake larger investigative projects. Promote the establishment of a self-regulatory mechanism that can improve standards for Pakistani journalism. Dont let child or young people watch shows known to be violent. Assure adult supervision for arcade games playing.
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REFERANCES
http://en.wikipedia.org/wiki/Mass_media http://en.wikipedia.org/wiki/Media_democracy http://en.wikipedia.org/wiki/Citizen_media http://en.wikipedia.org/wiki/Commercial_broadcasting http://www.cssforum.com.pk/css-optional-subjects/group-b/journalism/37949-role-massmedia-pakistan.html
http://www.i-m-s.dk/files/publications/1491%20Pakistan.final.web.pdf
http://www.apng.org/9thcamp/Papers/Kashif.pdf
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Role Of Media Negative Or Positive January 1, 2011

Role Of Media???? Negative OR Positive

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

FINAL TERM ASSIGNMENT OF LOGICAL AND CRITICALTHINKING

Topic: Role Of Media Negative Or Positive?????

Role Of Media Negative Or Positive January 1, 2011

History of mass media and its origin:

Role Of Media Negative Or Positive January 1, 2011

New age media

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

New age media

Functions of Mass Media

Role Of Media Negative Or Positive January 1, 2011

Surveillance Interpretation Socialization Entertainment.

Role Of Media Negative Or Positive January 1, 2011

Entertainment is a related function of mass media, sometimes called the diversion

The role of mass-media in our life

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Some Advantages and disadvantages of mass media

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role of mass media in Pakistan:

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Pakistan Print Media

2. Electronic Media: Regulation

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Newspapers and magazines:

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

2. Government was compelled to permit freedom of media:

Role Of Media Negative Or Positive January 1, 2011

EFFECTS OF MASS MEDIA IN PAKISTAN 1. Level of Awareness:

Role Of Media Negative Or Positive January 1, 2011

Certain Negative Role Of Pakistani Media

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role of State Media (PTV) in Pakistan

Role Of Media Towards Change In Pakistan:

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011

Media And Conflict

Role Of Media Negative Or Positive January 1, 2011

Positive Impact of Media on Pakistani Society

Mass Media Influence on Society

Violence in the media

Role Of Media Negative Or Positive January 1, 2011

Role Of Media Negative Or Positive January 1, 2011