In the last 50 years, media influence has grown exponentially with time. First there was the telegraph, then the radio, the newspaper, magazines, television and now the internet. The media boom has also brought a revolutionary change in the morals and ethics of society. But a moral change in a society can sometimes prove itself to be an insincere change fraught with social evils.The media has a huge impact on society and also on public opinion. They can shape the public opinion in different ways depending on what is the objective. This means that they can portray an ordinary thing so negatively that it may force people to think or act in quite the opposite way. Here are some impacts of media on our society.
Media and society:
The electronic media direct social change and values. The electronic media may be successful in stimulating the change in the tightly held ideas and rigid attitudes to bring desired change. The media can give direction to social change, and positively guide the society towards the desired goals.
The Electronic Media and Policy Dialogue:
The electronic media can greatly facilitate this exercise and help the people and government to discuss the issues concerning society, to fulfill their desires and achieve their respective objectives. In Pakistan, the people frequently need to be taken into confidence for the initiation of new policies and initiatives. The objective discussion on political and policy issues media can generate support of people for policies of the government.
Social Problems and Media:
The social problems of our society revolve around ignorance, traditionalism and backwardness. The Pakistani society is in transition, social and ethnic issues have become hard, it happens in many societies, but need to be averted in tolerance. It is an established fact that blaming circumstances, whether disorders or external factors, for what is happening for Pakistan is not going to do any good for Pakistan’s survival as a dignified an honorable nation. The electronic media can partly address the challenge of societal transformation.
The Effect of Media on National Issues:
The electronic media has also been highlighting financial irregularities, corrupt practices and inefficiencies of the government functionaries and negative fallouts on the society of the acts of the extremist elements to adopt an appropriate strategy for their eradication. “The media have a measurable effect on public affairs. In the matter of local, national, economic and social issues, they help to create an informed citizenry by clarifying the complex matters of public affairs which exist at the local and national levels. The formation of public opinion towards the civic problems is generated.” As such the media give the public a better understanding of these issues with which it must deal and influence those who have to resolve these issues.
Electronic Media Communication and Information:
Identification of social problems has always been a difficult job as they fall into a grey area and consequently hard to be known. “Advances in communication and information dissemination, such as television, videos, Internet, and CDs, have increased the circulation of ideas, symbols, and images across national and regional borders. People have access to new sources of news, facts, and entertainment. These media help rationalize, redirect, or impede changes that are underway through economic and social development.”
Objectivity and Media:
The objectivity of media is becoming increasingly questionable, the coverage of issues of national interest demand care and restraint. The media in Pakistan is devoid of objectivity, and just telecast such incidents that sometime are not factual.“The very nature of media is subjective and selective, and therefore suppressive. The general electronic media...