EFFECTS OF MASS MEDIA ON

PAKISTAN

What is mass media

“It is a message created by a person or a group of people sent through a transmitting device (a medium) to a large audience or market”

Mass-media controls our lives more then ever before

Aristotle said,

“Media is the means of catharsis and is must for normal living”.

Types Of Mass Media

Print media

Electronic media

Interactive media

Types of mass media

Radio

TV

Newspapers and large circulation magazines

Billboards

People

Internet

Some Forms of Mass Media

• Print: books ------ newspapers - magazines -

posters and billboards• Television -------- Film & Video;• Radio;• Audio recordings;• the Internet.

Functions of Mass Media

The Three basic functions of mass media are

1. To inform

2. To educate

3. To entertain

To inform:•Information is most important function the power of mass media to inform is almost credible.

•People read newspaper to know about what, when, where, who, why & How the things are happening pertaining to personalities or institutions.

•It brings about greater awareness among the masses about men and materials.

To educate:

The mass media educates people by giving information about food, health, housing, sanitation, employment, agriculture, industry, environment, science,technology, modernization etc.

Radio is very useful source of information and education both in urban and rural areas in developing countries.

The print media predominant source of education Ex: Newspaper, Journals etc.

To entertain:

Mass media also entertains people. Film, television, radio are increasingly

subjected to commercialization via entertainment.

Television is nation’s number one entertainment medium. But film & radio are not far behind.

Advantages of mass media

Reaches many people quickly Low cost per person reached

Can be used to: Tell people about new ideas and services Agenda-setting and advocacy Create a favourable climate of opinion

The main role and responsibility of the media is transmit messages to receiver.

Mass media not only inform but persuade.

Mass media are used for entertainment and commercial as well as non commercial.

Without mass media there would be no social, economic and political system.

Mass media denote those channels of communication that reach large number of people such as television, newspaper, radio, cinema etc.

IMPACTS OF MEDIA:Development Efforts of State

• Level of Awareness• Development of Public Opinion• Helps in Educational Efforts• Supports Democracy• Support to Public Issues / Affairs Moreover, Media is strengthening

development in Pakistan. Media has given voice to neglected element of society. Also, Media has become entertainment industry; it satisfies all segments of our society.

Importance of Media in Pakistan

Media and Judiciary are two independent pillars to save the country from sudden slippage

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.

REASONS FOR GROWTH OF MEDIA:

Government was compelled to permit freedom of media.

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 a vital role, especially of president Musharraf.

Private sector was involved and posed challenge to state media.