Influence of Media in our Society

Media is the means or medium through which an information is disseminated within a society, so
that people can be aware of whatever is happening around them. Moreover, it depicts a societys
customs, traditions, conventions and norms. Historically it has also been used as a tool for the
entertainment of masses. Additionally, in contemporary times, the most effective way to target a
large number of people is through mass media. However, with the advent of social media, every
member of the society, by employing effective means, can gauge a huge number of audience
without requiring large capital investment, which was not possible earlier.
Free, fair and vibrant media is imperative for the democratic society and state, acting like a
watchdog for societal and state institutions. To some, it is the digital projection of whatever is
going on in the society. It also reflects the voice of a common man in the society, which could in
effect, mold the decision of those in the corridors of power. Thus, making the existing
democracy in the country more inclusive.
Nonetheless, it has the power to shape different political and social narratives, and is also a
dominant tool to influence the opinions and ideas of the masses. For example, mass media has
been used extensively to gather the support of whole Pakistani nation for the Pak armys
offensive in North Waziristan.
Media has promoted diversity, awareness and to a certain extent, educated the masses of the
society. For example: through advertisements it has effectively to some degree, swayed the
public attitude in sensitive matters such as to:
1. Exercise family planning
2. Send their children to schools
3. Practice tolerance in religious matters etc.
Moreover, through debates it has presented the perspective of different political parties on
education, economy, defense and other social issues pertaining to the society and state. Besides,
media has also facilitated the house wives by broadcasting cooking and morning shows to assist
them in their household chores, entertaining them at the same time in the form of soap drama
serials.
Furthermore, students can benefit from the plethora of educational video lectures available on
video sharing websites such as YouTube, Coursera and MIT Open Courseware etc. This means
a student sitting in any nook and corner of the world can now have access to the relevant lectures
of the world class universities. Additionally, by using the medium of internet, Virtual University
has been established in Pakistan to assist the aspiring students from far flung areas, so that they
can continue their university studies after college. Moreover, various media groups such as
Dawn and Express are organizing different Educational Expositions to expose students to
numerous university degree programs and to familiarize them with new avenues that are
flourishing in todays world.

In other aspect, the media, in order for professional class of the society to be regularly updated, it
plays a pivotal role in this regard by giving them real time news and information about their
related field of occupation. For instance; stock analyst in the capital market needs real-time
information from the media to reach at the intrinsic value of the stock. Introduction of 3G
technology on mobile phones has facilitated professional class the most. It is allowing them to
engage in group meetings without their personal presence.
Media plays a role of a bridge when it comes to corporate sector and society. It, on a regular
basis, updates the consumers about the new products that are available in the market through
advertisement and news. More so, if the product is a complicated gadgetry in the market, it also
educates the buyers about the certain functions of the product and how they are performed.
Through media, parents and siblings are guiding each other to go through the twists and turns of
the modern era in various aspects. Media played a vital role to provide impetus to the discussions
regarding a large number of problems confronting our society, which otherwise would go
unnoticed. Likewise, as media is acting as an overseer of governments actions, society is no
longer oblivious to the decisions being made by the authorities and other governmental
institutions.
Now, anyone sitting in Pakistan can interact with anyone from anywhere all around the world,
share ones life experiences through social media websites like Facebook, Twitter and LinkedIn
etc.
Indeed, Modern media has indeed transformed this world into a Global village. As Marshal
Mcluhan says: The new electronic interdependence has recreated the world in the image of a
global village.
On the other hand, there is a flip side of this picture too. Media is used as a tool to mar our moral
values in the name of entertainment. Entertainment within certain limits is healthy, even
productive but promoting obscenity and violence under the disguise of entertainment is
preposterous. Majority of drama serials whether Pakistani or Indian are based on extra marital
relations, such messages are in stark contradiction to our moral values. Surprisingly our
household women who are the future mothers of this nation are hypnotized and affected by them
the most. One cannot imagine the attitude of Pakistans future generations if this keeps on going.
According to a Gallup survey 66% of Pakistanis think that Obscenity has increased on TV.
David Mackenzie Ogilvy often called The Father of Advertisement defines the state of our
electronic media perfectly. He says: Over the last two or three years the electronic media in
Pakistan has gone on a wild spree with explicit coverage and presentation of crime and sex in
both fiction and reporting formats including graphic, even suggestive enactments. The media
thus expected viewership to suddenly increase when such programs were aired. Their
expectations were justified as advertisers began to time their spots for airing during these
programs and big money began to be raked in. With no one to rein in the obnoxious spree, ads
and programs (reports or fiction) became more and more explicit.
Moreover, it is also instrumental in creating a materialistic and sensationalized society.
Sensationalism, in order to get higher ratings then their other media rivals, is hazardous. Adding
to that, sensationalizing news, especially the Breaking News of any terrorist attack is not only
dangerous for certain individuals with chronic heart disease, but also detrimental for the national
security of the country.
The movies together with other TV programs are making our youngsters believe that vanity and
fame is everything, creating a professional class that believes wealth, status and power are the
ultimate goals by depicting fake standards of success thus degrading the ethical principles of our
society and transforming it into a purely a materialistic one.
Nonetheless, adequate regulation by the concerned government authorities should be adhered, in
order for the role of media to function as positive externality in the society. In order for this to
materialize, a self-regulating organization to ensure effective compliance with the rules and
regulations that are laid down on the media act of the government. In this regard, PEMRA
(Pakistan Electronic Media Regulatory Authority) ought to be strengthened at its institutional
role. Which means, it should not bog down to external pressure whatsoever. Movies promoting
immorality should be censored and banned. Games should be regulated as per age groups just
like in U.S and in other developed nations.
In conclusion, media, communications and transport have together transformed the whole world
into the global village. And the availability of media is necessary for modern society and state to
function effectively. Therefore, steps must be taken, so that the merits of the media are amplified
and negative externalities are curtailed to the optimum.