Power Of Media And Use
No doubt media have a great power because only the media which have ability to change the minds of people. Media is the key to develop public opinion .Brittan ambassador Lord Barkley said media is the fourth pillar of any democratic society In current era media become a big and popular source of information regarding whole world .In Pakistan a lot of International, national and local channels, newspapers, FM and magazines etc. which provides information very quickly 24/7.Internet came a revolution in 21st century now the all data is in only one click .Social media became a very faster source of information in Pakistan not only educated but also uneducated people connected through social media to each other. Media works as a bridge through common people reaches to the Government and leaders and raise their questions about own issues than Government try to solve it. In positive sense media have a lot of functions, media educate, inform and entertain the public. Media have a great influence on audience because media cultivate the thought of people .It is the media which have ability to makes innocent to guilty and guilty to innocent .Media works to introduce Government new policies and create awareness and encourages the public to follow them. Media network spread in all the country and as watchdog function of media, the members of media always try to seek new information. All forms of media including electronic, print and social media performing various functions .Media have freedom to perform their role in democratic society .But in reality, media is not free where the news ingredients should be balanced, impartial, accuracy and validity etc. Now a day’s news based only and only favorite. Even variations in news on same issue. In media exaggeration, sensation and slanting are increasing day by day. While favoritism became an important component in the media industry. Each group of media favor on political party and other organizations they broadcast news to develop their positive image and hide all the negativity while the other groups showing all negative aspects about this . Due to this variation media losing their trust .Media should to reflect the reality because audience are dependent on media to take decisions and make opinion about Government and other things. Due to these negative functions media create anxiety in society. People are confused to select best party and leaders. Recent Panama case of ex-Prime Minister Nawaz Sharif on one side media shows he is the corrupt person on the other side they highlight activities of PML N league for the betterment of country this effects on some audience the only PML N league who can make the bright future of Pakistan. During bomb, blast media should cover the incident but highly coverage consist on the bloody news and the number of people dead and injuries are not same in all news so in a result people became worried and feel fear about their lives. They feel we are also insecure in their home and sent to their children in schools .Media was given highly coverage at the same time to the Zainab (Qasoor) rapped and murdered case as compare to Asma (Mardan) rapped and murdered case, even campaign was started on social media justice for Zainab. It is another factor of media favoritism while justice is not especially for elite class justice should be equal to all human beings. The negative fact of this news male’s condolence in comments in different ways and abuse the ropiest but in reality it’s very easy to say some sad sentences about someone, while it is really difficult to practically follow them. Such news creates worries and anxiety in females than fear of crime ratio increase in females .While media have a powerful instrument they should not only to high light the evils but it should to tries removes these evil from society. Whereas media have a lot of power and also many positive roles but due to negativity in media which are increasing day by day media power and influence tends toward weakens and developing their negative image in minds of people. Because in this era media does not only breakout nationwide news and other information it also breakout fear, anxiety and sensation. Advertising has also consisted of favoritism they support the one product while rejecting the same or different company. The qualities of products in advertising is not in the product in real .Through some programs media encourages and teaches the criminals to how to commit the crime ,even the people who are not criminals they learns through media and did crimes. Media also prompting Capitalist system, drugs and smoking through dramas and movies. Media encourages the elite class and discourages the poor class .As a democratic country media should to enhance equality among the people.