INFLUENCE OF ELECTRONIC MEDIA ON CHANGING PUBLIC OPENION

Media has always been influential on public opinion. It basically provides information to the people. It informs people about things happening in their surroundings. People usually follow different sources to get in touch with their current affairs. Electronic media has made a revolution in media industry because it is at very easy access to the masses. Electronic media mostly consists of radio and television. Both of them consist of channels on which different programs are telecasted.

It has been quoted that

“Media is more powerful than nuclear devices”

 I believe that above quote is worth taking. The electronic media has touched every aspect of human life. In present era Information and Technology are interwoven with each other. The evolution of electronic media has had an overwhelming impact on the society. These days it also influence even the economic condition of the society. The Opportunities of communication have broken all barriers across national boundaries and have led to the germination of new ideas through the cross pollination of cultures.

In subcontinent radio was working even before creation of Pakistan but television got its first exposure in early sixties. It was the time when only one channel was working; it was Pakistan Television (PTV); the only national channel of Pakistan. PTV was owned by Government of Pakistan. The content which was to be telecasted on it was very much calculated. The television authorities were not intended to go beyond instructions of Government of Pakistan.

But after this in just 3 to 4 decades electronic media industry in Pakistan had made a great revolution. This revolution was the beginning of private channels in Pakistan. The role of media especially the electronic media in Pakistani society is tri- dimensional; that is informing the public, educating the unknowledgeable and providing entertainment. It can be termed as Fourth pillar of the state. It has recorded tremendous growth in a limited time period.  Only three or four decades ago, radio and state owned TV was considered to be the main sources of information. Today, we have more than 77 Satellite TV Channels, 2346 cable operators, 28 landing TV Channels from abroad like BBC, CNN, Sky, Star etc. and more than 129 FM Stations (on air and in some cases licenses issued) including 46 Radio Channels.

The role of media especially the electronic media in Pakistani society is tri- dimensional; that is informing the public, educating the unknowledgeable and providing entertainment. It can be termed as Fourth pillar of the state. It has recorded tremendous growth in a limited time period in Pakistan.

If we have glance over these three roles of media in our society we can very much analyze the impact of electronic media on a society.

The first role which is providing information. If we look the awareness of people of Pakistan 10 years ago and take a look on the present condition we would definitely of the opinion that electronic media has very much influenced the people

Similarly the role of educating the people has also been very much impressive today the mentality of people has been very much changed.

  The role of media is not only influenced news and current affairs but it also provide great change in entertainment industry. Today the fashion trends have been changed. People are now following modern trends irrespective of their culture, area, country etc. These things make it clear that media has defiantly influence over the public opinion.

 The media can give direction to social change, and positively guide the society towards the desired goals. The electronic media may be successful in stimulating the change in the tightly held ideas and rigid attitudes to bring desired change. It is also used by the state / society /organizations to promote educational activity. Mobilization of public opinion in support of a cause is the prominently known feature of the electronic media in Pakistan as we saw in Chief Justice Iftikhar Ahmed Chaudhry's termination by the former President Musharraf, created a storm in media scene as well, the media supported the movement and played a vital role in creating a favorable public opinion for the movement, they mark this struggle for the sake of democracy and reinstatement of Cheif Justice Iftikhar Chaudhry.

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. In order to improve their ratings and enhance viewership, the tool of sensationalism is used.  What is important is to think as to what is being done to own sensibilities and social and moral values. Electronic media has made the masses over sensitive to the affairs happenings in their surroundings. In this highly polarized society where we have divisions like ethnic, sectarian, ideological and gender we can’t afford an immature media.

Today in this time when we are assuming that we are living in the era of independent media it is sorry to say that our media is not working independently.  Today our electronic media industry is not working independently. Different channels are working on different agendas.  They are following different ideologies and are influencing people according to their interests. They are setting different agendas and are setting minds of people. Because of this role of electronic media is presenting an image of state within a state. They are now strong enough that they are influencing state affairs. Their strength is all because of their power of influencing minds of people. There is a concept of sensor ship around the world for keeping a check and balance on the content being displayed on channels. In Pakistan there are authorities who are working for this purpose but their role is very much questionable. Different channels are telecasting such content which is having a deep impact on people. Our entertainment industry is following such trends that it is destroying our culture. Foreign content is being telecasted which is developing boldness in our society.

Now whole of electronic media should get together and set a code and conduct about the content which should be telecasted. The media industry should have to develop a professional maturity in their work otherwise they would be responsible for destruction of this culture and mentality of this nation.