Originally Posted by Roshan wadhwani

WHAT IS MEDIA?

OUTLINE:

 Introduction

 What Is Media?

 Functions Of Media

• Creation Of Awareness
• Strengthen Democracy
• Promotion Of Tolerance And Understanding
• Attract The Attention Of Policy Makers
• Strengthen Relations With Other Countries
• Entertainment

 Effects Of Media

• Positive Effects

i) Political Analysis
ii) Economic Debate
iii) Social Awareness
iv) Religious Clarification

• Negative Effects

i) Political Gimmick
ii) Social Evils
iii) Deteriorating Religious Impressions

 Media In Pakistan

 Challenges To Media In Pakistan

 Causes Of Controlled Media

 Suggestions

 Conclusion


ESSAY:

It is often said that world has become a global village. It is media that has shrunk the world into a village. Telecommunication, TV, radio, and now computers have reduced distances and brought the countries of the world closer to each other. Free media is the integral part of democracy. It acts as the custodian of democracy and facilitates the decision-making process. It has become the voice of the masses. Indeed, it is instrumental in shaping the public opinion. A society with restricted media is just like stagnant water. Such society breeds only ignorant minds. People remain ignorant of events, ignorant of their rights, their duty tot eh state, their needs and the role that they can play for the betterment of the society. Macaulay called the Press as the fourth pillar of the state. With the advent of new technology the media has gained new dimension and great strength. It has transformed the present age into information explosion.

Communication channels through which news, entertainment, education, data, promotional messages are disseminated are called media. Media includes broadcasting and narrowcasting channels such as, TV, radio, telephone, newspapers, magazines, billboards, fax and internet.

With the passage of time, media has become the member of our society. It has firmly entrenched its roots in our life and now it’s hard to survive without in in this modern age. Media plays many important functions in the present age ranging from political to educational. Let’s analyse its major functions.

Media is a powerful weapon. It creates awareness and consciousness of rights, duties and responsibilities among the people. Through it, people and government become cognizant of the future challenges.

For a democracy to flourish, a free and strong media is prerequisite. Free and fair media is considered as guardian of democracy. It ensures free and fair elections, accountability and transfer of power. Autocratic rulers and military dictators always have a deep abhorrence for a media as it exposes their illegitimacy, corruption and ineptness.

One of the biggest problem that world is facing today is intolerance and mutual mistrust. Intolerance makes the society jungle. World needs a big change. Media, being as much powerful source today, plays its part by promoting tolerance and mutual understanding.

Media is the only source now which is easily accessible to all walks of people through TV, radio, newspapers, internet and now mobile phones. People express their problems and grievance through media which attract the attention of policy makers. In this way, media shapes the public opinion as a means of exerting pressure on government and policy makers.

Media, through its various trends, colours and lifestyles, has brought the nations closer to each other. It depicts the religion and culture of the countries. It creates social harmony and understanding and promotes brotherhood.

Last but not least function of media is that it provides entertainment and recreational activities. Without entertainment society will suffocate. People will become psychological patients. Cinemas, films, TV channels, radio and internet provide entertainment for healthy and smooth life.

Media is the mirror of a society. It reflects the true picture of it. Hence, it affects the society in different ways. It has both positive and negative impacts. Let’s evaluate its effects on different aspects of life.

First of all, we would consider positive effects of media on society. It provides effects on society are as under:

Media is a powerful and effective political agent. It raises the voice of the masses and acts as the interpreter of society. It keeps an eye on each and every action of the government. It not only points out drawbacks and lapses in the works done by the government but also suggests methods to improve them. It brings expert opinions through various debates and provides the government a guideline to follow. It also brings the performance of the ruling government to the masses and acts as agent of change. It is further helpful in shunning undemocratic and unconstitutional actions by military dictators and civilian rulers.

Furthermore, media also plays a very vital role in economic sphere. It attracts the foreign investors by showing government’s projects internationally. It is also a great source of purchasing and selling. One can do all one’s business just sitting at home through internet. It keeps its viewers in touch with the new trends in business and products through advertisement. Changing prices of the essentials are not a hidden matter now. It also presents the performance of stock exchange which keeps the investors updated.

As far as social sphere is concerned, it has brought the people of the world closer to one another. It changes moods and behaviours of people from conservative liberal. It purifies the society from superstitions, evils and fake stories by presenting bold topic through channels and talk shows. It has upgraded the living standards through new household styles. It opens new avenues of success for the youth. It is highly productive in moulding the characters and morals of the young generation. Entertainment provided by it has filled the lives with the colours of joy and happiness.

Media is also not behind in religious sphere. It presents authentic information through competent scholars. It seeks answer of public’s questions which remain unheard and unexplained. It also highlights religious events like Moharam, Eid, Miraj and the Holy Ramadan. Moreover, sectarian disharmony is minimised by putting forward the views of competent scholars and enlightened Ulemas.

Now, let’s scrutinize the negative effects of media.

• Blackmailing by the media persons to get personal gains.
• Sensationalism of news to get cheap popularity.
• To show one as evil and other as liberator continuously repeating the comments and visuals.
• Vulgarity due to inflow of foreign culture. The English and Indian channels are affecting the moral of the youth.
• Time wastage due to constant watching the dramas.
• Simplicity is diminishing due to more materialism.
• Generation gap is increasing.
• Weakening religious impression due to foreign culture.

In Pakistan, the responsibility of media is much more than any other media in the world. Pakistan needs a big change and as now media is the only powerful source to bring this change. Pakistani media must understand that it presents a country which is of a high importance not only for Islamic World but also for the peace in the whole world. It depicts the culture of Pakistan. It must present the true picture of Islam before the world. In Pakistan, most of the channels of media are highly politicized. Some of them are highly Islamic and others are of highly ultra-mod. This shows the existence of two totally different types of media in Pakistan which is creating a cultural gap This gap has divided the society into two fragments one with fundamental thought and others of secular dispenion. For a peaceful and healthy environment, media must shun such differences and preserve real culture of Pakistan.

Media in Pakistan, though free, has many challenges to face. It has many hurdles in its way. Some of the challenges that our media is facing are:

• In violence stricken areas like FATA and Baluchistan, the journalists are terribly vulnerable for example in 2008, 12 journalists were killed and 6 in 2009. It has curbed the free flow of information.
• Pakistan is facing a conflict between conservative and secular approaches. Therefore, media is cautious in debating on such sensitive issues.
• The government indirectly restricts media by withholding advertisement.
• PEMRA frequently threatens to cancel the licence. Other agencies of the government also pressurize the media.
• Monopoly of media by big groups is thwarting the expansion of smaller channels.

Pakistan has never been an easy place for media to live in. Every ruler whether it is military or civilian has always curbed the media. It is because they want to promote and protect their vested interests. And it is only possible in the absence of free media. PEMRA Ordinance promulgated by Musharraf government in 2007 is one of examples of such restrictions on media. Moreover, the causes of controlled media are as under:

• In Pakistan, not only the dictators but also the civilian took unconstitutional steps and covered their own corruption along with their associates. Internal corruption of judiciary all was only possible with a curbed media.
• Media has been the fear of every dictator after taking over the government.
• The illiterate masses are exerting zero sum pressure on policy makers.
• If a party or institution invests in the media, it wants to see its own vested interests to be reflected. The views projected by the media are not necessarily of the public or of the employers. Rather, the views of the investors are reflected.
• Corporate barons who have a large chunk of the Pakistani media obey the official orders to get monetary benefits.
• Journalists have been intimidated and humiliated by the occupants of power. Everyone wants the journalists to obey their orders.
Government must realize the importance of media in this modern age. She should ensure the freedom of media. Article 19th of the constitution of Pakistan, 1973, guarantees the freedom of speech, expression and the press. Government must use media as a source to promote good governance. Here are some suggestions to be followed:
• Let the media introduce an internal and external checks and balances.
• Accountability of media be ensured.
• The aim of media activism should be to strengthen the weak and vulnerable segment of society.
• Media must help stabilizing the national institution and socio-economic, political and administrative structure by pointing out drawbacks and appreciating the good works done by government.
• There is a cultural invasion from the West and Indian TV channels and cable TV networks. Our values are being attacked and are in danger. Media must build our confidence and faith in our values.
• We as viewers must mend ourselves, so that we may not be carried away with the media hype.
• Media must help sustain confidence in our national institutions such as parliament. armed force and or social structure.
• The feelings of despondency, frustration and deviant behaviour need to be neutralized. Only an effective media can do this.
• The sudden boom in the media has led to serve shortage of trained manpower, so people must be appointed to the positions with more journalistic experience than they really have.
• The print and broadcast media must make every effort to ensure that their coverage is factual, balanced and informed. Live pictures must be responsibly broadcast.

To summarize, media can help stabilize and strengthen the country by playing educational and informative role. It can impart knowledge to the masses as knowledge is power and only a well-informed society can develop a positive approach towards life. The objective of media freedom can be realized only when public trust and confidence reposed in the media is respected and protected. Media itself can act as a true watchdog and keep an eye on the government on the behalf of the public.

“Freedom of conscience, of education, of speech, of assembly, is among the very fundamentals of democracy and all of them would be nullified if freedom of the press be successfully challenged.” maintained US president Roosevelt.