POWER OF MASS MEDIA

A SOCIOLOGICAL PERSPECTIVE IN CONTEXT OF PAKISTAN

WHAT IS MASS MEDIA?

 Mass media is communication that reaches a mass audience

 Newspaper, Magazines, Television, Radio, Internet
 Music and Films are also form of mass media
TYPES OF MEDIA

 Print media
 Electronic media
 New age media
THE ROLE OF MASS MEDIA

 The role of mass media in Pakistani society is tri-dimensional:

 Informing the public
 Educating the unknowledgeable
 Providing entertainment

 Have both positive and negative impact on society and ethics

 An important sector of economy
ECONOMIC IMPACT

 Generate revenue

 Provides employment

 Attracts investments
SOCIOLOGICAL PERSPECTIVE

 Three main sociological perspectives:

 The limited-effect theory
 Class-dominant theory
 Culturist theory
SOCIAL AND ETHICAL IMPACT

 A survey conducted by Gilani Research Foundation revealed that 52% of all Pakistanis consider media to be a
source of awareness, while 29% believed otherwise.
 Mass media has given us a platform to voice our opinions and share information
 Pakistani media has become very powerful in changing opinions and views of Pakistanis
INFLUENCE OF MASS MEDIA

 “Media is more powerful than nuclear devices.” Said Jawad Jabbar Ex. employee PEMRA

 Influence your opinions

 Changes your preferences
 Even controls your lifestyle
WHAT IT CAN CHANGE?

 Our knowledge
 Our behavior
 Our attitude
 Our emotions
 Our political and social views

 “Media is a double edged sword. It has its benefits, it has its vices”
POSITIVE ROLE

 Level of awareness
 Development of efforts of state
 Helps in educational efforts
 Supports democracy
 Support to public issues/affairs