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Role of Media

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Role of Media
Title

Role of Media on Pakistan

Authors

Jasmin Ahmad
Naveed Saleem
Shahbaz Ali Shah
Zia-ur-Rehman

Journal

We intend to publish this article in the journal www.managementjournals.com since we followed all the guidelines mentioned in this journal.

ABSTRACT

We are living in a media-driven world where we all are influenced by the media messages. Media plays an important role in setting the agenda of the public. The agenda setting role of media has been recognized worldwide and a number of research studies have been conducted all over the world to investigate this role of media. Perhaps this study is the first ever research to investigate the agenda setting role of media in Pakistan.

The Pakistani media is an enthusiastic member of the new warrior clan of the 21st century and despite belonging to war-torn country, is playing active role in keeping with the demands of the modern times. Media in Pakistan has been more informative than ever before. Media in country creates genuine public enlightenment about real life issues- Issues that matter such as health, education, sanitation, unemployment, increasing prices of essential commodities and the state of the country and the nation. In modern age, media has assumed the role of a guide in daily life of everybody. It is used as instrument of policy by the government. The volume of output of print and electronic media is simply overwhelming. The media in Pakistan continuously shapes and reshapes our opinion, attitudes and perceptions.

Media is among the wonders of the twentieth century as it exposes coordinated messages repeatedly to millions of audiences. Impact of Pakistani Medias on general public is very important and sensitive issue for the society and the government. We explored with sample from 05 different residential areas of Peshawar, 250 householders to come up with practical insight of role of media and its influence on general public’s behaviour. Our results showed interesting
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