What is Media? Interface with the real worldMedia and Mass MediaMedia as a forth pillar of society Media as a strategic tool It empowers those who employ it as a strategic tool

History of MediaHistory of mass mediaFirst real mail/postal system, by Persian Emperor Cyrus; 550 B.C.First newspaper was printed in China; 868 A.D.First book printed in a printing press, in Europe; 1453Radio, Television, Video ----- Of late; internet

To Inform To Entertain To InfluenceThe Prime Objective; national stability, all centrifugal tendencies need to be countered and treated.Help to sustain confidence; by playing educational and informative role and by imparting knowledge to the masses and framing a well-informed society which can develop a positive approach towards life.Quality persuasion; masses must be helped by the media to see things clearly so that they are not misled. The feelings of despondency, frustration and deviant tendencies need to be neutralized.To relief friction regarding any confusions and conflicts.

In any republican government system, there must be three administrative bodies;ParliamentAdministrative departmentJudiciary body. In the absence of any of these three bodies, the government can not run systematically, but now it is felt that one body more is necessary to be with them; that is media. This body is considered more important these days, it plays an important role as an informative bridge between governing bodies and general public.

IN EDUCATION The role which media can play in spreading education ,no one else can play that. Everything is accessable via internet. IN RELIGIONMedia has successfully played its role through television; helping programmes are run for understanding of Islam and its teachings. IN AGRICULTUREOur economy mainly depends upon agriculture . Illiterate peasants and farmers are guided through media about different crops and ways to prevent from loss and destruction.

IN RECENT EARTHQUAKE Pakistan suffered form a sever earthquake which devastated hundreds of thousands of houses . But it was our great media, which not only clearly depicted the situation but also attracted the help of whole world. IN WAR News papers , radio and TV stations were provideing information as well as were an inspiring source of motivation and courage. Efficiently worked in peace talks. IN SPORTS Media is responsible for directing attention and shapeing cultural attitudes.

IN ADVERTISEMENTS Any item which is advertised properly has more demand and value than an item which is not published. And media is the only way of advertising.IN POLITICS/FOREIGN POLICY In pakistan print and electronic media both are playing an important role in making people aware of political activities going on in the country.It is media which maintains a countrys status in world forum.In unveiling the dirty faces of corrupt politicians and leaders.IN DIMINISHING CHILD LABOURIN COMBATING TERRORISM

POSITIVE EFFECTS OF MEDIA

Awareness of the Masses: It enhances the general knowledge by providing us with information from all over the world. Means for a Speedy Spread of News. Influencing Nature of Media: Change in the attitudes and beliefs. Transformation in the cultural and social values of the masses. Enhances vocabulary: reading news papers, watching geographical channel and quiz programs etc. increases general knowledge as well. Direct Impact Over the Lifestyle of Society.

POSITIVE EFFECTS OF MEDIA

Platform to Present Ourselves: Media has given an excellent platform to present ourselves and contribute in our own way to the changing world scenario. Turning the World into a Global Village: Achievement of a social control: The advent of blogging in the media world and practices like public polls and citizen journalism, have led to the achievement of a social control. It has brought the general masses closer to their society.

NEGATIVE EFFECTS OF MEDIA Media has become more like a business: In the race to become more popular and to make money they have broken all the limits. Blind imitation: Changing mental setup of children and the declining quality of their lifestyle; children, who should invest their time in reading good books, studying and playing outdoors, today, spend their evenings glued to the television. Affects the physical well-being: Eating disorders and unhealthy lifestyle. Eye problems and obesity; long hours of media exposure add to the sedentary nature of your lifestyle.

NEGATIVE EFFECTS OF MEDIA Our Media is like; An over speeding vehicle on the highway of disaster; the negative role of creating unrest and panic in the masses independent channels is quite evident. A person who is cutting the same branch on which he is sitting.

Contribution of media in declaring Pakistan as an unstable terrorist state in the eyes of the world.

A majority of the audiences believe in what is depicted by the media.

ABOUT PEMRA The Pakistan Electronic Media Regulatory Authority (PEMRA) is a regulatory body established by Pakistan on 1 March 2002.PEMRAS MANDATE To improve the standards of information, education and entertainment To enlarge the choice available to the people of Pakistan including news, current affairs, religious knowledge, art and culture as well as science and technology.

FUNCTION The Authority is responsible for: Facilitating and regulating the establishment and operation of all broadcast media Distribution services in Pakistan established for the purpose of international, national, provincial, district, and local or special target audiences.

In our opinion media has become a part of our day today life. Without it, it is hard to survive.In the era of globalization we need to know what is happening around us and all around the world. It can be only possible when we get to know what is right and what is wrong. Media plays this role very sincerely.

At times media exaggerates a small matter which makes us think that media is not playing its role properly.Everything in the world has some negative and positive aspects and so does the media.May Allah bless all those who founded it and are currently working in its different spheres! (AMEEN).

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