NAME: MUHAMMAD BILAL MASOUD

ROLL # : 13-0518
SEC : A

ROLE OF MEDIA
The word media is a plural of medium. In todays life media is became as important as
food and clothes. Media is considered as mirror of the modern society. It is the media
which shapes our lives. The purpose of media is to inform people about current issues,
affairs and about latest fashion. Now media is massively used for marketing purposes
where company sell their products run their adds.
ROLE IN SOCIETY:
Our society is influenced by media in so many ways. It is the media which keeps people
updated and informed about what is happening around them. It plays important role in
setting agendas of public. Being Pakistani we are not strangers to media, our national
TV channel formed in the 60s has been updating us since but sadly over the years it
has become clear that it is nothing but a puppet of the current government of the
time.The outbreak of media channels after 2002 has played a phenomial role in
nourishment of public opinion. Presence of multiple channels ensures that the
information being delivered is of the right origin. Not only political views have been
changed but also local entertainment has been made available.
According to my personal opinion the media of Pakistan has done a fair job as far as
news channels as concerned. But the fact that the media will show material it will get
paid for, which is, through high ratings or high views from the masses. And sadly
enough ours is a developing country and most of the population is illiterate here. The
ideal role of the media in any given society is to inform the general public on events and
issues that affect them. The contemporary society has a variety of media ranging from
advertising to broadcast and digital. We also have the electronic, hypermedia, and the
mass media.
Our society is media dependant. Photography and videography is all around us. We
totally depend on media. We managed our daily routine with the help of media. Media
made peoples modern. Media plays an important role for any society and country. The
media is the language of country. Anything happened anywhere we have to know it
through media.
TYPES OF MEDIA :
During the past few decades media has evolved from being a piece of paper to an
industry that can, at its best, can topple governments, make a superstar out of someone
or spread some good useful information among people, make them aware of their
sorroundings, know their and other people rights.

Media has become quite complex and in doing so, has evolved many distinct types
which can be studied separately from each other.
ADVERTISING MEDIA ,various media, content, buying and placement for advertising
BROADCAST MEDIA, communications delivered over mass electronic communication
networks.
DIGITAL MEDIA, electronic media used to store, transmit and receive digitized
information
ELECTRONIC MEDIA, communications delivered via electronic or electromechanical
energy
HYPER MEDIA, media with hyperlinks
MASS MEDIA, all means of mass communications
MULTIMEDIA, communications that incorporate multiple forms of information content
and processing and so on
SOCIAL MEDIA:
Social media is the interaction among people in which they create, share or exchange
information and ideas. Andreas caplan and Michael haenlein define social media. Social
media differ from traditional or industrial media in many ways, including reach,
frequency, quality. According to Neilson, internet users continue to spend more time with
social media sites than any other type of sites. At the same time the time spent on social
media in U.S increased alot almost 37 percent. There is a huge attraction on social
media for common peoples. Social media is one of the most influencing and impacting
source through out the world including Pakistan. The students of Pakistan are so much
familiar with social media. The social media has become faster and convenient source
of information. So peoples of Pakistan have made themselves associated with such
social media very seriously. The very common social media sites are facebook and
twitter. The impact of social media on peoples is very much severe and if it is not taken
positively it will threaten the future of millions of students in the world. The negative
impact of social media on students is when they involve themselves in unethical
activities on such portals, sharing of useless information, and posting of such images
that are injurious to the national dignity and foreign relationship of country.
So social media is influencing every age and every individual all round the world. So it is
very necessary to take this social media very productively in positive manner and to
avoid its negative impact on the society and on the youth of the nation.
WHAT CAN MEDIA CHANGE :
Our Knowledge
Our Behaviour

Our Attitude
Our Emotions
Our Political Views
EFFECT OF MEDIA ON YOUNGER GENERATION :
How do the media influence young generation in todays society. Our society still
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 ills: crime,
vandalism, drugs, drink, sex, teenage pregnancy and so on. But if these theories
are true, where do these attitudes come from, The obvious answer would be
during the upbringing of children, but in my opinion the media also plays an
important role in the attitudes, behavior, and physical aspects of youth day, in
particularly that of young women. Media strongly affects youth culture. 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 such information. 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 and universities. Media created awareness that how injustice
was being done with deserving candidates due to reservations in colleges. 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 viewership, 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.
While media offers children many opportunities to learn and to be entertained,
some media images and messages have been linked to health concerns such as
aggressive behavior, substance use and abuse, poor nutrition, obesity, unhealthy
body image, risky sexual behavior and media dependency. Children and youth
are big media consumers, more than 8 in 10 listen music and watch TV everyday.
In simple words media has both positive and negative effects and youth picks
both attitudes.
ROLE OF MEDIA IN PAKISTAN :
In Pakistan media is working freely and independently. In case of electronic
media there are a number of channels including news, sports and entertainment
channels. It is the responsibility of media to highlight more positive things and
discourage unethical factors of the society. Media should be very sensitive while
presenting its country towards the world. Our media tells the world what exactly
we are, what are our values and cultures. Being an Islamic country our media
should represent us in a good way towards the world.

Role of media in Pakistan is getting quite irresponsible as there are so many talk shows
and political debates on the screen all the time and sometimes it seems to be they are
crossing their limits. Media should work in its limits and according to some rules and
regulations. Besides spreading exaggeration, Pakistani media should resolve the
matters with positive attitude. Media is supposed to be responsible for the present
society, trends, norms, values and so on. People are what they see around them. Media
reflects the society and it is the responsibility of media to expose the country to the
whole world. Role of media in Pakistan can not be neglected. Pakistani media relates
dramas, movies, sports, news, and entertainment and so many features to the people.
Its dramas reflects society, news channels alarm the people about all the current
happenings inside and outside the country.
Media has played very important role in reshaping, and changing the people in
Pakistan. It has revealed the facts to the people about crimes and social issues and
also informed the people about the issues outside their country and most important
media has shown the behavior of other countries to the Pakistan. Professional journalist
are responsible to create a sense of belonging and to encourage the youth of Pakistan
to behave like a responsible Pakistani. Somehow media, on the name of freedom of
press, is completely going in a new direction. There is a great competition among the
channels and they have started to use negative tools to increase their viewership. This
all going to be happened for business.
MEDIA AND ISLAM :
Now a days media is very interlinked with ISLAM. Media is one of those powerful
weapon which can be used in favour of Islam or against it. Sometimes media represent
only those programs which they want us to believe. The anti-islamist media in front of us
pass their messages in shape of movies, dramas, cartoons, yet we are unable to
understand. Media is not our well wisher they always tried to increase their viewership
and business.
On the other hand Social media presents a huge opportunity for us to reach out to
people who may not know about Islam or Muslims. Thousands of Americans have never
met a Muslim but they have access to us through social media.
ROLE OF MEDIA IN EDUCATION :
The role of media in education is evident today by the number of computer labs,
television sets and libraries that have become part of curriculum in most schools days.
Media comes in different forms and each form affects the way students learn. Every
student is linked with media and it seems that he/she cannot live without media.

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