European Journal of Social Sciences – Volume 6, Number 4(2008)

A Study about the Uses of Internet in Pakistan

Shahzad Ali

Department of Mass Communication, B.Z.U, Multan, Pakistan

E-mail: shahzadmasscomm@yahoo.comTel: +923457280723; Fax: +92619210068

Rooh-e-Aslam

Department of Mass Communication, B.Z.U, Multan, Pakistan

E-mail: fringebenefit1@hotmail.comTel: +923216394909; Fax: +92619210068

Abstract

Internet is a multi-dimensional medium, which facilitate its users for different purposes.The basic objective of this research article is to find out the major uses of Internet,specifically in Pakistan. So a survey was conducted from the Internet user of Multan andthe results are described in both qualitative & quantitative form to give a detailedexplanation about online services and its facilitation for the users. This article is comprisedof two sections. Section I highlights the uses and services of Internet, presented the relevantliterature and hypotheses of the study. Section II presents the findings of the survey andconclusion of this study.

Keywords:

Internet, Websites, Net users, Net cafes, ISP providers, Computer, Net hackersand Pc

Introduction

The present age is the era of information technology and everywhere microwaves are scattered. Everybody wants to explore itself with this information technology and happenings taking place of Internetfor the purpose of education, awareness, entertainment and especially interaction with strangers.Nowhere, except in dreams have reality and fantasy contented for our attention more than on the net.(Nawaz, 2006, P.186)We are exposed to communication from mass media and we interact using new and convergingtechnologies, i.e. cable, satellite, e-mail, electronic news gathering, multi media (computers) (Ibid,P.XIX).Modern information technology and its components, such as Internet and World Wide Webs(etc.) may claim superiority since their topology is neither one to one, nor one to many but it’s rathermany to many.They have indeed enabled a kind of space-time convergence that brought countries andcontinents together, carrying profound effects on economic and government policies. At presentbesides all other channelsOf communication, Internet has created countless challenges, which seriously gained theattention of the experts in the field (Ibid, P.2-3).The Internet has become impossible to ignore in the past two years. Even people who don’town a computer and have no opportunity to “surf the net” could not have missed the news stories about

European Journal of Social Sciences – Volume 6, Number 4 (2008)

93 the internet, many of which speculate about its effects on the ever increasing number of people who areonline (Ang, 1991).But all the social scientists and communication experts are agreed upon the idea that new worldof “instant computer technology” “information revolution” and “global village” is greatly dependentupon the internet or World Wide Web in which speed and quickness is associated with technology.(Nasir,, 2001)

What is Mass Media?

Generally the term “mass media” refers to any medium of communication-a newspaper, radio, motionpictures, television, designed to reach the masses and that tends to set standards, ideals and aims of themasses. The distinctive features of any mass media undertaking are the dissemination of theinformation and ideas to the public, or a portion there of (Bulmler, & Katz, 1974).

What is Internet?

On the other hand, the “internet” is a “giant network which interconnects innumerable smaller groupsof linked computer networks” or which virtually covers the entire globe, can either be through the useof a computer or computer terminal that is directly (and usually permanently) connected to a computernetwork linked to the net Or through the use of a personal computer. With modem to connect over atelephone line to a larger computer network that is itself directly or indirectly connected to the Internet.(Chaffee &Mutz, 1998)But the rational is the Internet access provided merely as carrier of transmitting messages. Itdoesn’t create the messages/ information nor transmit the messages to the general public as mass mediado, and the publication of the messages or stories carried by the internet are transmitted to thecomputer owner, through the access provider, is decided by the sender or the interlinked networks.Mobile as the 7

mass media is as much superior to the Internet, as TV is to radio. Because today thereare three times as many mobile phones as personal computers and over a quarter of all Internet accessis already from mobile phones (Krole, 1994). Twice as many people use messaging on a phone (SMStext messaging) as use email on the web.The global system, which can be accessed and used at an extremely personal level, provides uswith a unique platform for interaction- a platform that is altering how we communicate. If it started outas a network of networks, the Internet has become the medium of media, or Meta medium. It is acommunication system that serves as a platform for older media, including telephony, print andbroadcasting. But more than that, it now enables us to operate on both ends of traditional mass media.We can now both send and receive live audio or video feeds, enabling us to both have a television orradio set and a television or radio station on our desktop. Once you have the requisite softwarecomponents installed, you can quickly and easily switch between sending email, listening to streamingaudio, and broadcasting a video feed-all without moving from your computer (Adams & Clark, 2001,P.29).

The Concept of the old and the New Media

Marshal Mcluhan noted that the content of a medium is usually taken from another medium, same is inthe case of new media, content typically comes from old media before it. Our understanding of newmedia comes largely from looking into the “rear-view mirror” as Mcluhan observed. We will continueto use old media as we developed the new. If we asked is new Media television or computer ortelephone line, a fiber optic cable, or a wireless data link? The answer could be it is all of these, andmore (Jones, 2003, P.1-2).The problem with the Internet (New Media) is that it is (and up to some extent has) changedcommunication and most communication theorists don’t want change. They want to stick to the

European Journal of Social Sciences – Volume 6, Number 4(2008)

94 traditional (old) Media of broadcasts and print Media. But the communication theorist must understandthat the Internet is a much-needed advantage in the communication world. According to Morris andChristine Ogan (Indiana University) “if they disregard the research potential of the Internet, theirtheories about communication will be less useful”. (Cebular, 1996)As TV, newspapers and radio brought changes to the communication then the changes by theInternet are also obvious.With the Internet, researchers can rethink mass Media definitions. One cannot label the Internetas a whole a Mass Medium, but must label it a Mass Medium. Situation by situation it involves manydifferent forms of communication. It forms interpersonal, mass and interpersonal and MassCommunication. With this variety of Communications, Technological Determinism can be developedand changed. (Boyd& Scanlon, 1991)The Internet’s Source-Message-Receiver model is same like the model of traditional masscommunication. Model sources of messages vary from one-person emails, to list serve’s, to groups of specific people in a profession. The message can be a story, or simply conversation (chat room).Receivers differ from one to millions, depending on who is answering e-mails, or checking homepages(Cebular, 1996).So we are seeing Internet, in some form, getting entrenched within the contexts other than PC’s.This is going to lead to a world of opportunities. Using Internet for brand related applications than itwould be amazing. A wide range of digital applications is opening up. From SMS to multi-purposeKIOSKS (including ATMs) we are seeing the emergence of a new mass Medium. (Barroah, 2001)

Major Uses of Internet

As any online user knows, the Internet has grown at a blazing speed. It was only in the mid 1990s thatthe Internet became a reality for average computer users, but since that time, the Internet has grownrapidly and it affects almost every area of our lives. Estimates show that there would be about 165million online users in United States till 2002. The rapid growth of Internet has affected research in alltypes of businesses, including mass media research (Wimmer& Dominick, 2003).But we can say that the effects of the Internet are obvious in almost every field of Human Life.The Internet has had a dramatic affect on the way people communicate, conduct business, and processinformation, and it has affected mass media and research as well. For instance, the Internet has:

•

Created new methods for gathering Mass Media data (Web search).

•

Changed the way researchers search for and disseminate information.

•

Simplified collaboration and interaction among researchers.

•

Provided new material for analysis (Ibid)In spite of research, Internet offers exciting opportunities and possibilities for users like: -

•

Use of broadband Internet access people can easily download movies, songs, games,informative data about new trends, cooking recipes, etc. From any library or organizationof the world.

•

Interaction with the different peoples with the help of chat rooms, e-mails, e-cards, netSMS, etc. one can easily communicate in less expensive way.

•

E-commerce – involves buying and selling goods and services across the Internet, ratherthan traditional outlets such as retail stores etc., also called online marketing to reach thepotential buyers across the globe through Internet. (Jones, 2003, P.162)

•

Online journalism-offers a level of interactivity-direct communication between newsorganizations and audiences made possible by news forums (Ibid P. 356.). Publishing ahigh volume daily newspaper is an intricate business requiring the synchronization of many different activities. Publishing online can both open new avenues in informationdissemination and build a more dynamic relationship with the reader. This provides