Role of Mass Media in Pakistan

[Hamna Usman]

Role of Mass Media in Pakistan

Role of mass media in placing content:

The public’s perception of sociopolitical issues is heavily influenced by mass media, which also helps in the circulation of information and raises awareness about these issues. The people and government are connected by the media. Mass media in Pakistan significantly impacts what the public perceives, how news is circulated, and how different perceptions are presented. There are several print, electronic, and online media organizations working in Pakistan, that have diverse media aspects. There are several ways to determine how Pakistani media influences the placement of content. First, the mass media in Pakistan acts as an observer, keeping a check on the actions of the government and making them accountable. Additionally, it acts as a forum for public discussion, enabling debate on socio-political problems. However, governmental and commercial pressures often restrict Pakistan’s media freedom. Particularly on sensitive subjects like religion, nationality, and security, which frequently results in biased and exaggerated reporting. According to a report by Reporters Without Borders, Pakistan ranks 145th out of 180 countries in the World Press Freedom Index (2021), indicating a severe decline in media freedom by persecuting journalists and enforcing laws. The placement of content is one of the main disadvantages of mass media. To attract a large audience, media houses give priority to sensational and conflicting content.

Role of Mass media in Organizing News:

The conventional media has crucially changed the way news is organized in Pakistan, bringing attention to sociopolitical problems. For example, Malala Yousafzai was shot by the Taliban in 2012 for supporting girls’ education, and the media’s broadcasting of her case led to the interest of the entire world. Moreover, when the “Panama Case” scandal came into the limelight of the media it infuriated the public and sparked protests. The mass media can shape how the public understands and interpret news events, but there are downsides as well, such as sensationalism, which can lead to a twisted perception of reality making it difficult for people to make sensible choices. Even if the news is not important, Pakistan media houses use sensational headlines to draw maximum viewership. For example: In 2019 Pakistani media came under for reporting a plane crash in Karachi (Mudassar, 2020).

Role of Mass media in Agenda Setting:

Despite the fact, media has become an essential part of our daily lives, it also has some negative effects, particularly when it comes to agenda-setting. This involves maintaining biases and stereotypes, which can result in discrimination. Social media also has a big impact on influencing favored opinions, especially when it comes to political issues. As an example, the media in Pakistan has always played a major role in creating unfavorable beliefs about minorities like Hindus, Christians, and Ahmadis. For example, Sialkot blasphemy case: Priyantha Kumara a Sri Lankan factory manager was murdered by a Muslim extremist mob in Sialkot. Rukhsar Ahmed and Saira Saddique conducted a study on the effect of mass media on agenda-setting in Pakistan and observed that television news was the most effective medium for influencing the political agenda. According to another study by Muhammad Sohaib and Kashif Ur Rehman, social media significantly shaped the public agenda, specifically regarding political issues. In 2018, the media coverage of rallies and political speeches heavily influenced the participation and voting behavior of the public.

Omi and Winant’s theory link with Pakistan’s Mass media:

The importance of cultural representations and practices, including mass media, in the creation and maintenance of racial categories and hierarchies in society is emphasized by Omi and Winant’s theory of racial formation. They argue that the media has a significant impact on how the general public views and understands race as well as how racial stereotypes and beliefs are reinforced. (Omi and Winant, 1944) The representation of the Pashtun community in the national discourse is one example of how mass media contributes to racial formation in Pakistan. Almost 15% of Pakistan is populated by Pashtuns. Pashtuns have been historically neglected and stereotyped as being violent and uncivilized. Media which continues to depict Pashtuns as militants, or feudal tribesmen, has perpetuated this unfavorable stereotype. These representations strengthen existing power relations and maintain the dominance of other groups that hold privileged positions in Pakistani society such as Punjabi and Urdu speakers (Mumtaz, 2011). Furthermore, the Image of women in Pakistani society is another example of how media influences cultural identity formation in Pakistan. Women have traditionally been imaged as domesticated, obedient, and bound by fixed gender roles. Such depictions have reduced the independence of women while strengthening patriarchal power structures. However, there have recently been initiatives to address these myths and advance a more favorable and open portrayal of women in the media (Shaikh, 2021). One of the best examples of this is the drama serial which is aired on ARY Digital named: “Teray Bina Ma Nahi” which is a typical portrayal of a patriarchal society that how a girl who is obedient to her parents and never stands up for herself is preferred for marriage over an empowered woman who goes by a mindset that marriage and doing house chores is not the main goal of life, a woman should also focus on their careers,