What
is Social Change?
Social
change (or Social development) is a general term which refers to change in the
nature, the social institutions, the social behavior or the social relations of
a society, community of people, or other social structures; any event or action
that affects a group of individuals that have shared values or characteristics;
acts of advocacy for the cause of changing society in a normative way. While
the term is usually applied to changes that are beneficial to society, it may
result in negative side-effects or consequences that undermine or eliminate
existing ways of life that are considered positive. Social change overall,
however, has resulted in beneficial advances in human society, indicating that
humankind is progressing toward a society that will allow all people to live in
peace and prosperity.
Pakistani
Media Role
The
mass awareness role of the mass media in any country can only emerge from the
interaction of that society’s major social factors. An analysis of these
factors in Pakistani society can guide us in determining what corrective
measures need to be taken to ensure an optimal role for the mass media in the
process of awareness building. The hypothesis underlying this approach is that no
study of the mass media can be conducted in isolation from the rest of the
economy, and that an operational evaluation of the performance of individual media
by itself cannot offer the long term insights that are needed to develop the
mass media institutions in Pakistan.
Over
the last ten years Mass Media in Pakistan has grown to its full strengths. With
the advent of cheaper electronic devices, people are having opportunity to
watch television channels in almost all parts of the country. Mass media is the
major source of providing news and entertainment to the people who want to know
who is doing what and what is happening around them. Awareness level of people
is rising day by day and its overall impact on Pakistani society is very
positive, however, some negative aspects of the role of Pakistani media are
very lamentable.
Different
Effects of Media for Social Change in Pakistan
Positive
Effects
1.
Level of Awareness.
The
level of awareness has increased. Media has contributed a lot in increasing the
general knowledge, who is who and what is what, knowledge of current issues
etc. The programmers having media discussions, current affairs, documentaries,
etc have been instrumental in enhancing the common man’s awareness.
2.
Development Efforts of State.
Media
has assisted in development efforts of state .Programmers like “Parah Likha Punjab”,
“Coverage of Earthquake”, have contributed in projecting efforts being made towards
state development.
3.
Development of Public Opinion.
Media
discussion / other programmes highlight the issues, hold cross-discussions, and
identify what are reasons / angles of different interest groups / people.
Stances of different segments of society on key issues are brought out: it
helps make / develop public opinion on different issues.
4.
Helps in Educational Efforts.
Media
is also used by the state / society /organizations to promote educational
activity. Allama Iqbal Open University uses media for education on regular
basis.
5.
Supports Democracy.
Media
supports democracy by bringing out the democratic norms and inculcating the same
in the general public / polity. Providing live coverage of parliament
proceedings, activities of politicians, programmes on democracies are few of
the examples.
6.
Support to Public Issues / Affairs.
Media
provides viewpoint of the public on public issues. Media has given voice to the
public.
7.
Employment Opportunities
The
abundance of media outlets has on one hand has created lot of employment opportunities
but on the other has posed challenges to the media men to excel in their fields.
Jang Group has more than 50,000 employees; media persons are getting enhanced
wages. Today we have number of highly professional and well-known media persons
who are stalwarts of Pakistani Media and form its backbone.
Negative
Effects
1.
Consumerism.
Our
society is consuming all messages being spread by the Media. Media has made us
a talking nation, the Mobile Mania-kids, ladies, youngsters all are just
talking on the mobile phones. The effect of media is very strong with respect
to advertisement on consumer products, instead of being producer media has made
us consumer.
2. Moral
Vacuum.
The
dramas, programmes etc shown on media glamorize everything they depict, this has
created a moral vacuum and our younger generation is going away for our values (religious,
social).
3.
Westernization.
Western
/ Indian cultural invasion has taken place through media and is permeating Pakistan
society. Our commercials are depicting western values and causing a loss of national
identity. There are media talk shows on subjects including sex etc which otherwise
are taboo in our society.
4.
Not Developing National Image.
Our
Media is blamed for not developing /projecting our national image. Our media at
times uses Indian language; projects Indian Stars in our ads, etc, the threats
posed to our values are immense and must be countered. Our country lacks a
defined policy to promote national image through media.
5.
False Values.
Pakistani
Media is projecting false values in its programmes, etc. The projection of family
planning, love stories in dramas, hi-fi living styles / material depicted in
dramas, etc. are not real and are not based on ground realities.
A. Media
lacks compact programmes to educate Pakistani nation.
B. Projected
values on media are not congruent with our values / ground realities. It is
actually projecting ‘False Values’.
C. Programmes
/ dramas shown are exaggerated beyond imagination.
6.
Manifestation of Interests.
Media
is negatively manipulating the interests of the people. People of Pakistan are
yet not critical / educated enough to realize this manipulation / twisting of
facts. There is a famous dictum that “a lie spoken 100 times becomes greater
than a truth”.
7.
Exaggeration.
Pakistani
media is also blamed for overwhelming negative exaggeration. It glamorizes issues,
resorts to negative exaggeration of matters, newspaper headlines are depicting violence,
etc all this demoralizes the nation. At times news are given without authentication
/ confirmation. Unethical material /photographs / scenes are shown on our media
promoting vulgarization. Media is damaging basic fiber of our nation and has
created a crisis of misidentification.
8.
Dangers to Socialization.
We
remain fixed to TV screens at the cost of socialization. We cut short our
social activities just to watch some favorite programmes on TV. We are not
undertaking socialization / giving time to our kids, parents, etc because we
are glued to TV etc. This is developing a generation gap. We are giving more
time to TV channels and less time o social activity and a sort of isolation is
being developed.
9.
Sensationalizing / Creating Uncertainty.
Our
media sensationalize the issues / accidents / incidents. When too much of information
is available it creates confusion. Our media is broadcasting every type of information
at times even compromising the accuracy and is creating uncertainty.
10.
Overloaded with Information.
Pakistani
Media is discussing so many of topics are actually bombarding the audience with
information. Media has flooded us with information.
(a) This
is psychologically not good for our scenes and disturbs our body functions.
(b) Media
is stuffing our minds with all types of information and has converted us into
‘generalist’. Media is misusing our energies.
(c) Media
has become corporate; it possesses / uses lot of resources and has phenomenal
business / financial benefits attached to it, accordingly it bombards the
viewers with information. Different surveys are undertaken to find out various methods
on how to attract the viewers / readers. Media Marketing has converted us into
recipient. Media is spending so much of money on efforts to attract /enhance
its viewer ship.
(d) Commercials
breaks are introduced at the peak points of programmes. Such commercials are
very expensive.
One
Example of Negative Role of Pakistani Media
It
is true that the media in Pakistan reflects the gender bias in our strictly
patriarchal society, however, the enormous influence the media has on forming
social change is also indisputable.
However
it seems increasingly futile to rely on the media to bring about any change in
the regard as long as Pakistan’s leading newspapers are still carrying by-lines
such as “lady” reporter. Initiatives that have addressed gender issues appear
to merely be attempts at maintaining the media’s credibility for being socially
responsible. And the tragedy remains that the media, just as culture and
religion, is also helping perpetuate the crime. With the ratio of one in 20
female reporters in Pakistan, a fair and balanced gender representation in the
media is nonexistent. The bigger misfortune is the lack of gender sensitive
material that is currently being produced by the news media.
The
portrayal of women in roles that are neither positive nor realistic, some are
victims and others are objects of sexual pleasure; and the far and few in
between news stories about gender violence being more judgmental than factual,
the impact of the media on the Pakistani youth can lead to devastating
realities for the country’s future.
[This article is uploaded in urgency, in order to facilitate students, without proofreading, errors/omissions are expected]
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