2. MCOM 101
THE PRESENT ERA IS CONSIDERED
AS THE ERA OF DEVELOPMENT OF
ELECTRONIC MEDIA IN PAKISTAN.
CRITICALLY EVALUATE THE ROLE
OF PRESENT TV CHANNELS IN
SOCIAL DEVELOPMENT.
3. What is Electronic Media?
Electronic media is a broadcast media that
requires its audience to access information using
electronic technology.
It mainly includes TV, Radio, Social networking,
Emails.
4. Development of Pakistan’s
Electronic Media
PTV- the only entertainment channel.
Government policies played a vital role.
(Musharraf’s Era)
Establishment of PEMRA
Raise in viewership of local TV channels
Explosion of TV channels
5. Electronic Media in Present Era
This is the
age of
information
explosion
Turning the
world in a
Global village
7. What is Social Development?
Social Development is
described as
“actions that are taken to build
positive outcomes and
prevent negative social
outcomes that can adversely
affect a community”
These outcomes include
issues ranging from
crime
poverty
gang activity
addictions and substance
abuse
poor health.
8. Social Development through
media
important institution in social development
communicate messages
It plays a role in developing one's
personal sense of self-identity
opinions or preferences,
interpretation of how they see the world around
them
interactions with other people
9. Social Development through
media
affect on people’s
perceptions.
reason the politician’s
bribe the journalists to
write in favor of them.
As Malcom said:
“The media is the most
powerful entity on earth.
They have the power to
make the innocent guilty
& to make the guilty
innocent, and that’s
power. Because they
control the minds of the
masses.”
10. Aim of social development
Improving the availability of support systems
prevent negative outcomes before they occur
or buffer their impact
11. Role of TV Channels
Manners & etiquettes,
Child learning
Dressing sense according to
the different occasions,
Tells us about the latest fashion.
Best source of delivering the
message effectively.
14. TV can help kids learn about a
variety of subjects.
Children’s shows, offer opportunities to spark
learning.
Documentary and nature shows are also
entertaining and educational for kids.
15. Through media, kids can explore places,
animals, or things that they couldn’t see
otherwise.
Most kids are not able to visit a zoo or see a
giraffe in the wild, but many have seen these
things on TV.
Similarly they can explore different places or
things that they do not have access to visit.
16. Can build analytical skills by
discussing media.
What do you think will happen next? Who did it?
What will the result be? What could that
character have done instead?
When watching soap or dramas, a person thinks
of such questions which will help them learn to
think, problem solve, and predict, making TV
viewing a more active experience.
More important than just memorizing
facts, developing thinking skills will benefit them
for the rest of their lives.
17. Recent step by TV channels for
creating awareness/education:
The recent
commercial by the
Geo TV “Zara
Sochiye”
thinking over the
problems of society.
promoting social
development in the
society.
18. 2. Transport
Awareness about
Metro Bus Service.
It also gave people
the idea of how much
money is put in, in this
project.
People get to know
what's done with their
money.
19. 3. Health
Awareness about
dengue virus.”Dengue
Mukao Campaign”
Educating people
about its symptoms,
causes, prevention
and cure measures.
Bringing different
diseases into
consideration.
Health awareness
lead to social
development.
20. 4. Politics
The TV Channels plays a
vital role in bringing the
facts about different
political parties to the
public.
Helping people to decide
whom to cast their vote
Voting the right person
leads to social
development.
21. 5. Sports
Today, there are separate TV channels
for sports.
These channels provide the public with
entertainment through sports and gives
them the information regarding different
sports. For example: Geo Sports, etc.
These channels also provide the people
with different expert reviews about the
various sports.
It also helps to promote sports in the
society which is definitely going to help in
the social development of the society.
22. 6. Crime
bringing different crimes in the spotlight
authorities to take measures to stop or at least
lessen those crimes.
23. 7. Dramas
The various TV channels
these days are showing
dramas or soaps which are
showing different issues of
our society.
These dramas help the
people to understand what
problems such issues can
create and how can we
solve those problems.
Examples: rehai on HUM
TV, Zindagi gulzar hai on
HUM TV, etc.
24. Ethics:
unbiased and neutral news
and information
Being a media person one
should work free of all bribes
and pressures.
25. “Media is a double edged sword.
It has its benefits, it has its vices”
So is true for TV Channels
26. Negative Impacts of Electronic
Media on our Society
False values
Projecting values that are not true to our culture
and society.
Health
Children especially fall prey to negative
influences:
Smoking
Alcohol use
27. Negative Impacts of Electronic
Media on our Society
Opinions are manipulated
Our minds become putty in the hands of media.
Media molds our thoughts however they want.
Media brainwashes us and makes believe in
whatever they say.
News blown out of proportion
This causes people to act out in a negative way.
Causes a rift in society.
People only see and believe what they are shown
and they end up believing in lies.
28. Negative Impacts of Electronic
Media on our Society
Violence
Children sometimes try to reenact in real life what
they see on TV.
Promotes negative behavior among people.
Moral values
Moral values are constantly put on a backburner
because TV shows and movies don’t promote our
true moral values.
This creates a moral vacuum.
29. Negative Impacts of Electronic
Media on our Society
Social isolation
People tend to spend more time in front of their
televisions and computers.
Social interactions are reduced to a minimum.
Academic performance
Academic performance is thwarted.
Children are spending more time watching
dramas and movies.
Spend less time studying.
30. Conclusion
For many years, electronic media has taken upon
itself the responsibility to give people insight into
what’s happening around them.
Good or bad impacts aside, media has been an
instrumental part in educating, entertaining and
informing the society for ages.
The good outweighs the bad because at the end,
it’s only a matter of how something is perceived by
someone.
There was this time when Ptv was considered the only entertainment channel till late 90’s. but it was only during Musharraf’s era that electronic media really started to shape up and expand due to his liberal policies regarding the media.PEMRA is an independent and constitutionally established federal institution responsible for regulating and issuing channel licenses for establishment of the mass-media culture, print and electronic media.Since its inception(2002), PEMRA has issued more than 70 satellite TV licenses which show the boom the electronic media has experienced during the past decade.this rapid expansion in private media channels over the past few years has helped attract viewership back to Pakistan’s channels rather than foreign news channel. and now there are a number of private TV channels that we can easily access (geo, ary, hum, Indus, etc)
Media is playing an important role in the systems of present life. People want to remain informed about different events taking place in the world. The world has become a global village and this is because of media. Now, people living in different countries know everything about the people of other countries sitting at home with the help of media. Education has become very easy and understandable with the help of electronicmedia
The media is a very important institution in social development throughout one's entire life.it covers essentially every way in which people, companies or organizations communicate messages to each other.It plays an important role in developing one’s personal sense of self identity(discoveringonself who a person really is)It helps setting ones opinions and preferences and change their view how they see the world around them.It enhances a person’s interaction with others.
Media can greatly affect and change people’s perceptions. That is one of the reasons the politician’s bribe the journalists to write in favor of them.
The aim of social development is to improve the availability of support systems in the community that prevent negative outcomes before they occur or buffer (lessen) their impact. For example, rather than reacting to a crime after it has already happened, measures are taken within the community that prevent crime from ever occurring
Through TV channels we come to know about how to act or behave in certain different situations.It is the TV channels through which a child can learn a lot even when he is just a toddler.It is through various fashion channels that we come to know what to wear on different occasions.As T.V is available in almost every house, it can easily capture the target audience and the message can be given out effectively. Moreover, when audio and video is combined, it makes a better impact on the mind of the audience and the viewer cant escape from that impact.
Today we will be discussing the negative and positive aspects of how the media is fulfilling or not fulfilling its duty towards social development.
The recent commercial by the Geo TV “zarasochiye” gives people awareness about what is actually happening and what steps should be taken to solve the different problems of the society.Through this people have to some extent starting thinking over the problems of their society.Hence, this would promote social development in the society.
Recently when the metro bus service was launched it was the media( the TV channels) which gave awareness to people about how to use it and what are its fares and routes.This way people were made aware by the media about the transport service and about where their money is being used and how.
In the past two years, the dengue virus was at its peak. It was electronicmedia then, which supported the dengue mukao campaign and gave awareness to the public about its symptoms, causes, prevention and cure measures.It is the media which brought light to different diseases picking up toll in Pakistan like: Polio, Measles, Dengue, etc.So, this is how tv channels played their part in diagnosing different diseases and making people aware of how to protect themselves.
Specially during or before the elections it is through the ads broadcasted on TV channels,that most of the educated people decide whom to vote for, because the media provides the public with the awareness and knowledge about the facts and figures of various political parties.Hence, this way the public is given a chance to vote for the right person who will work for the social development of the society.
The media is the one responsible to bring the different crimes going on in a society in the spotlight so that the authorities can take measures to stop or at least lessen those crimes
It is the duty of a media person working in TV channels to provide unbiased and neutral news and information to the public.