IMPACT OF PRIVATE CHANNELS
ON PAKISTANI CULTURE
Media has occupied a major place in our daily lives by providing substance from our identities, put up meaning and organizes our survival. Individuals adapt their use of mass media to their own particular needs. Broadly speaking, we can say that people use the media in four ways: enjoyment, companionship, surveillance, and interpretation. Today media service is an anxious system of modern society. Electronic media, mainly television is the most important innovation in the communication technology. Teachers teach, government governs and religious leader preach but media totally changes the lifestyle of people and culture.
Change is a natural phenomenon in the world. The occurrence of change is very immediate in Pakistan. Pakistan is also in the deep effect of change caused by private media. Youngsters, who considered the future of any country, always accept the urgent change. In the history of Pakistan last 8-10 years have revolutionary approach in the regard of change by private media.
In the regard of historical outlook, Military ruler General Pervez Musharraf on 16 January 2001 called for facilitating free flow of information and directed the Ministry of Information and Media growth to re-orientate its role from that of a supervisor to a facilitator.
“The ministry should work to create an environment favorable for the development of print and electronic media in the country,” Dawn newspaper quoted him as saying while reviewing recommendations of task forces on the role and performance of the ministry, its attached departments and corporations. However, instead of stressing on the need for independent assessments, General Musharraf, as expected, emphasized the need for the projection of Pakistan on the state-run electronic media as “a modern and progressive Islamic state.”
Might be the intention of Musharaaf was not wrong but the freedom that privatization got is not acceptable at any cost. Because it may prove the harsh on the norms of Pakistan.
On the other hand, there are a number of private channels are propagating to win the race of credibility. These channels are contributing the most in changing the culture, traditions and values of the society. While the definitions of culture, media and Pakistani culture have interlink but different in explanation.
A comprehensive definition of culture is "the whole complex of distinctive spiritual, material, intellectual and emotional features that characterize a society or social group. It includes not only arts and letters, but also model of life, the fundamental rights of the human being values, systems, traditions and beliefs" (UNESCO).
Culture is a very broad term. When we use the term culture, we are talking about ways of life that are passed on to members of a society through time and that keep the society together. We typically use the word society to refer to large numbers of individuals, groups, and organizations that live in the same general area and consider themselves con-nected to one another through the sharing of a culture.
We use the word culture in these two senses: to mean a whole way of life – the common meanings; to mean the arts and learning – the special processes of discovery and creative effort. Some writers reserve the word for one or other of these senses in every society and in every mind. (Williams, 1989: 4)
Culture can be defined in several ways. It is the way of life in a particular society. Every culture has its own values system. In socialization, culture guides people what to do and what not to do. But there is no standardized definition of culture. Various scholars have defined it in different ways. Williams (1997) says that “culture is the sum of available description through which society makes sense and reflects their common experience”. And in another statement William says that...
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