Role of media in promoting political awareness among

the people of Jhang UC 77

Azba Naveed
Roll No: 1233-MA-2013

Hasrat Hussain
Roll No: 1215-MA-2013

Session: 2013-2015

Department of Political Science

Government College University Lahore

GC UNIVERSITY LAHORE

Role of media in promoting political awareness

among people of Jhang UC 77
Submitted to the Government College University, Lahore
in partial fulfillment of the requirements for the
award of degree of
MASTERS
IN
Political Science
BY
Azba Naveed
Roll No: 1233-MA-2013
Hasrat Hussain
Roll No: 1215-MA-2013

Session: 2013-2015

Department of Political Science

Government College University Lahore

DECLARATION
We, Ms. Azba Naveed (Roll No:1233-MA-2013), Mr. Hasrat Hussain (Roll
No:1215-MA-2013), students of Masters in the subject of Political Science,
Session 2013-2015, hereby solemnly declare that the thesis which has been
submitted titled Role of media in promoting political awareness among the people
of Jhang UC 77 is our own work and has not been printed, published and
submitted as research work, thesis or publication in any University, Research
institution etc. in Pakistan or abroad.
This work is carried out and compiled at the Department of Political Science,
Government College University, Lahore.

Dated:

Signature of Deponents
Azba Naveed
Hasrat Hussain

Research Completion Certificate

Session (2013-2015)
It is certified that Ms. Azba Naveed (Roll No:1233-MA-2013), Mr. Hasrat Hussain
(Roll No:1215-MA-2013) of Masters in Political Science has completed this thesis
under title Role of media in promoting political awareness among the people of
Jhang UC 77

Supervisor
Ms. Fauzia Ghani
(Assistant professor)
Date:

Department of Political Science,

Government College University,
Lahore.

Submitted Through:
Prof. Dr. Khalid Manzoor Butt
Chairman of Political Science Department,
Government College University,
Lahore.

Controller of Examinations
Government College University,
Lahore.

Dedication
To our Parents whose love, affection, cares and
Prayers enabled us to achieve what we really wanted
to achieve in academic field.

Acknowledgement
We would like to thank the Chairperson of the Department of Political Science,
Prof. Dr. Khalid Manzoor Butt, for giving us the opportunity to do this research
and for his sublime support.
We would like to thank our Supervisor Ms. Fouzia Ghani for her help and guidance
throughout this research work.
In the end, we would like to pay our gratitude to those scholars and writers who
have done work in the very realm of research. Their research works have been very
helpful since there was a scarcity of available literature on the very topic.

Table of Contents

Title Page

01

Declaration

03

Research Completion Certificate

04

Dedication

05

Acknowledgement

06

Chapter # 1

08

Introduction
Chapter # 2

14

Role of media
Chapter #3
Interpretation of Questionnaires

19

Chapter # 4

32

Conclusion and Recommendations

Bibliography

Chapter # 1

36

Introduction

Media is a communication channel through which news, entertainment, and promotional

messages are disseminated. It holds great importance in the society. It is playing an effective role

in building society. Media plays an important role in creating political awareness among the
masses and their participation in the democratic process. It plays a significant role and brings
changes in the society. Media plays significant role in the socialization of masses. Socialization
means through which cultural and social continuity are attained. Socialization refers to a
lifelong process of inheriting and disseminating norms, customs, and ideologies providing an
individual with skills and habits necessary for participating within his or her own society.
Media is one of the agents that socialize the masses politically. Radio and Television are doing
their jobs efficiently. Media is a source of information which not only affects daily routine of
human life but also provides information about other events that take place on national and
international forums. The media effort for generating political socialization and its possible
effects on the masses have been acknowledged in various studies. The main purpose of media is
to make people well- educated, well- mannered and well- disciplined citizens that brings positive
changes in different sphere of life. Not only media can play its role in educating the masses but it
also can render its valuable services in strengthening the democratic set up. Media can ensure
smooth functioning of a democratic system. Though media has contributed in different sphere of
life but this paper will shed light upon the media contributions in the political domain. The main
focus will be on the study of its contributions in the political domain of Union Council (77) of
district Jhang.
It is very true that the media play a vital role in the human life, building societies. It provides the
base to every kind of information and also eases to humans society to survive and work
effectively. Our society needs communication, in order to prosper in any part of the world so
media is playing its part to fulfil such requirements.
Since we have an eye to watch, we have been observing the importance of media in our daily
lives. We buy any household goods, think about any investment in a field of business the media
is there to help us. From a toothbrush to a car we get the best quality products and the relevant
information about the services that we look for. In short we cannot deny the role of media in our
routine lives. The world has become global village it is happening merely with the help of media
as anything which was used to be out of our reach or access now reach us like hurricane.
In the same passion, if we talk about the politics or the political activity in the world, we admit
the role of mass media as it is been increasing day by day in the shape of foreign affairs and
policy making. It has increased the source of information, has produced and changed the
relationship between the foreign policy and press. The media also has increased the public
awareness of party politics, party manifesto and right or wrong, as in Pakistan the politics was
famous for corruption and it is mostly known as family business. It is just happening due to
media that general public now starting to know about the politics as not a family business or not
a power holding procedure.
At the time of election it plays the role of watchdog when it observes any irregularity in the
process or any intentional mistakes if occur in order to manipulate the results to gain the power,

it can tell timely to the public so they can use their right of vote in better way. Voter education
also helps the general public to make the decision in their better regard. In the same way it plays
the role of peace building or problem solver when there is problem in electoral process or any
conflict among the institutes or political parties.
If we talk about the television media it was not free, if we look into the past when the General
Pervaiz Musharaf came into power and become the president in the first time of history when the
media had its right and worked freely without any fear. That was the golden era for television
media when they won their freedom and now the advantage of this freedom that we can judge
about the right and wrong politics. Its basically working as a bridge among the government and
the public.
The media also has increased the awareness of foreign events of Pakistan to the Pakistani
citizens and the internal events to the rest of the world. As the GEO television is working not in
Pakistan but also outside the Pakistan in order to keep update the local and the foreigners about
the internal events so they can get some help in shape of investment of funding if there is any
natural disaster they are facing as Pakistan had a very bad earthquake in past 2005. By keeping
update on television also help to get the public opinion on any event as the politicians are there
only to help the public and answerable to those who voted them and elect them to serve.
Media enables us to see the live discussions within the parliament as we are a developing country
and are facing many challenges. We are in a process of law making and decision making.
Pakistan is right now fighting against terrorism and poverty so we are making polices every next
in order to keep peace and property in our country, we see many of the discussion in the
parliament and there session are almost happening every day. Now the masses are update with
every agenda whether it is about the China Pakistan economic corridor or the British Pakistan
relationship.
Similarly the annual budget also gets response and discussion in parliament and outside
parliament in the shape of overview and media also providing the platform for to debate and
discussion over the detail. Now we see the media provides routine programme on awareness on
current issue to the general public. The role of news channels has also been improved and any
breaking news on politics is now reaching us like fire in the jungle.
In the same way we see the role of internet and the social media websites like Facebook and
twitter are playing as much more of a political debate corridor to us. Most of the time we see the
opinion of different user on any current issue running in Pakistan as the country is facing
everyday a different agenda. So its been helpful to us to understand the current issues which
used to be hard for us to understand as government keeps their internal and external affairs
secrets at all time so we hardly hear any malpractices and corrupt practices if happens in
Pakistan. Now with the role of media it has become crystal clear to us what governments and
oppositions are playing in current time whether for the interest of country or for themselves.

It also been beneficial in the electoral process of Pakistan, gives minute to minute information
about the result. It help us to understand the manifesto of the political parties their priorities, their
strengths and weakness if any. It helps us to choose the right party by giving right information
and opinion about their party worker and internal structure.
The local bodies election was a dream in past as we dont know the importance of local bodies in
our towns. Now if we want to judge the role of media we can judge through this as before we
only had local body elections when there was a military rule in the country whereas if there were
political parties in government there is no local counsellor or mayor to rule the town or city. The
actual democratic structure works through government and bureaucracy. In Pakistan we were
lacking such leisure of political process as nobody want to give power to the local person of the
town. Now since the Pakistan Tehreek e Insaaf have gain fame in Pakistan and the party focus on
local body politics. In any context we cannot deny the role of media as in Pakistan we believe it
is one of the pillar of the state among others as judiciary and bureaucracy.

Research questions:
1-

Is media an effective tool for creating political awareness among the masses or not?

2-

Does media play its role for molding the opinions of individuals?

3-

Do you think that media mobilizes the electorates?

4-

Do you think that media indoctrinates democratic behaviour among the electorates?

Research Objectives
Objectives of our research are following;
1.
2.
3.
4.
5.

To find out medias efforts for creating political awareness among the masses.
To highlight medias struggle for making people participatory citizens.
To search out medias role in changing the voting behavior of electorates.
To enquire media persuasion to the people for political discussion.
To investigate media contribution in reducing the influence of feudal class in politics.

Method of research
This research is empirical and descriptive. Empirical research is a way of gaining knowledge by
means of direct and indirect observation or experience. Empirical evidence can be analysed

quantitatively or qualitatively. Descriptive research is also known as statistical research. The

main goal of this kind of research is to explain the data and characteristics about what is being
studied. The research has been conducted within union council 77 of Jhang.

Data Collection method

Data will be collected through different methods. Books, newspapers articles, journals and
interviews will be the main sources for the collection of data. Primary data has been used for this
research. Data was collected through Questionnaires.

Sampling Techniques
Sample was collected from the people of Jhang Union Council (77) of on the random basis.
Sample of 50 voters have been selected for this research.

Significance
The paper will present the real picture of media progress regarding creating political awareness
among the masses. Either media has affected the political domain or not. If media has created
political awareness and molded public opinions then one thing is clear that media is doing its
work efficiently and it will encourage media sponsors. If it is not promoting political awareness
then media patrons will try to find out solution of those challenges which are on their way.

Literature review
It is admitted fact that media has a lot of importance in daily routine life. It plays effective role in
every sphere of life like social, economic and political. Media as fourth pillar of state perform
many functions. First, media as custodian protect the fundamental rights of people. Second
media brings the elements of accountability in society. Third, it inculcates democratic values to
the masses. Overall media perform remarkable functions in every sphere. Media has always been
regarded an important pillar of state. It has rendered valuable services for creating political
awareness among the masses. No doubt media has been regarded important all the time but its
importance has increased more after the promulgation of PEMRA ordinance in 2002. If we take
the issue of restoration of judiciary in Pakistan as an example, media played important role in
creating political awareness among masses towards autonomous and independent judiciary.
During election days medias role has been remained remarkable. If we take example of 2013
elections, media struggle is outstanding for holding free and transparent elections. Media has
been remained succeeded in this regard. Different kind of literature is available on media and
political awareness and the writer have conducted many researches and drawn different
conclusions. These researches cannot explain the phenomena of universe as whole. Therefore the
research of the union council 77 of JHANG might have different results because of its different
dimensions.

Lets discuss, what has been said by different writers about the role of media. There are various
point of views of researchers regarding the role of media. Many researchers have discussed the
role of media into political matters. The political information through media has significant
impact on voters participation in political matters. According to Scholars there are a lot of
changes occurred in media and society as well. Communication has become faster than past.
Society attitudes and behaviors are transforming also. Different researchers study reveals
different results. The results of different studies of different writers have been mentioned under:
McComb and Shaw refer that media influences individuals and have changed their opinions.
Mass media reflect the thinking of the whole society.1 On the other hand, Prat and Stromberg
support the role of media. Study reveals that television has increased peoples political
knowledge and their participation. Television offers many things to voters during the election.
Debates on mass media have educated the different perspective of people.2
The prominent researchers like Mcleod, Macomb and Prat and Stromberg have explained the
role of media and political awareness in detail which have been discussed below: McLeod and
his companions have discussed medias influence on individual into four categories:
a) Formation of public opinions.
(b) Changes in thoughts.
(c) Understanding of individuals about political system.
(d) Participation of masses in different issues.3
Cook also believes that the media is one of the best tools for the public communication. Media is
not only a source of conveying messages of politicians to voters but they are also active
participants in the creation of political messages. Media makes aware the masses of political
problems. It generates ability among masses for pondering over the issues. 4 Pardeep Kumar
Dwivedi, Ingita Pandey are also supporting the role of media. They conclude that Media plays an
important role in increasing public awareness and collect the views, information and attitudes
_________________
1.

Mccomb and Shaw, The Agenda-Setting Function of Mass Media, oxford press, 1972

2.

Prat and Stromberg, commercial television and voter information, oxford press, 2005

3.

Mecleod, cutting across media, 2001

4.

Cook, governing with the news: university of Chicago press, 1998

towards certain issues. Media has a vital role in molding good society and in developing our
lifestyles. It is a best tool to spread awareness in the modern society. 5 Mr. Maher Madieh and Dr.
Martin Beck, their study reveals that media is playing very effective and vital role in raising

political awareness among youth these days. Media ensures maximum participation of people in
the democratic process. Youth normally participate through social media. Media is creating
awareness by encouraging the citizens and intellectuals and raising their awareness for important
and sensitive changes in the society. It ensures their participation in the democratic process. 6
Nabila Naz, Dr. Yasir Nawaz, Muhammad Ali precisely talk about the role of talk shows in
raising political awareness among youth. Youth is almost 60% of Pakistan and political
participation of youth is very effective for the development. Talk shows are influencing the youth
perception on a large scale and increase the level of political awareness. Talk shows are giving
information to masses about current issues. Talk shows keep update the masses about current
issues. These shows also formulate the opinion of masses and give them new directions. Talk
shows provide deep vision to the masses. These shows make masses able to differentiate right
and wrong. 7
According to cook and kinder, media plays effective role on democratic governance by shaping
public opinion and electoral process. According to their opinion media preserves the democratic
values, uplift democratic setup, and restore governance and makes electorates rational. They
believe that a democracy can flourish at the place where free media is exists. The presence of
media is worthless until it has freedom. Media promotes a culture of accountability. Media
always impart moral values and debarred immoral values. It motivates the masses to become part
of political culture.8 Media has a lot of importance in modern democracies. Masses have to rely
on media for getting information about politicians, proposals and their actions. As lippman has
said each of us lives and works on small piece of earth surface, moves in small circle and of
these acquaintance knows only a few intimately. Of any public event that has wide effects we see
at best only a phase and an aspectinevitably our opinion covers big space , a longer reach of
time, a greater number of things then we can directly observe. They have therefore to be pieced
together out of what others have reported and what we can imagine.9
__________________
5.

Pardeep Kumar Dwivedi, Ingita Pandey , role of media in social awareness,2013

6.
Mr. Maher Madieh, Dr. Martin Beck, the media and its role in monitoring municipal
elections, 2011
7.
Nabila Naz, Dr. Yasir Nawaz, Muhammad Ali the role of talk shows in raising political
awareness among the youth..
8.
T.E Cook. Governing with the news: The news media as political institution, university of
Chicago, 1998
Garramone and Atkins study based on two forms of political behavior and two kind of political
knowledge. The results of study revealed that broadcast news exposure was associated to
political knowledge.10 William riker and peter Ordeshook study on why people cast their votes.

According to them participation in voting process provides satisfaction to individuals.

Mansbridge says that political participation is essential for personal growth. Political
participation makes man perfect.11 According to Finkle voting and voting campaign leave
different effects on individuals. Individuals feel change in their behavior and attitudes.12

_____________________
9. W.Lippann, public opinion, new york : simon and Schuster, 1922
10.
Gina M. Garramone and Charles K. Atkin, Mass Communication and Political
Socialization: Specifying the Effects
11. Jane J. Mansbridge, Beyond Adversary Democracy, (Chicago: University of Chicago,
1983), p. 236
12. Steven E Finkel, Reciprocal Effects of Participation and Political Efficacy: A Panel
Analysis American Journal of Political Science, 29(4), (1985), pp.891-913.

Chapter # 2

Role of Media

Media is the fourth pillar of a democratic state along with judiciary and other institutions. In
present era, media has become necessary as food and clothes. Media has the duty to inform,
educate and entertain people. It helps to keep us aware of current situation around the world. The
media has a strong social and cultural impact upon society. Because of its ability to reach large
number of public, it is widely used to convey message to build public opinion and awareness.
Furthermore, media is considered as the mirror of a society. In fact, we can say that media shapes
the lives of human beings.
Media helps people in bridging the gap between them through easy ways of communication.
Nowadays, it helps in getting awareness about every sphere of their lives. It brings the world
together; media has reduced distances whether you live overseas or in the same country. Media
bridges the gap between the geographically divided people by providing them latest information
about each other.
Through media, various things can be changed. Media plays commendable role in increasing the
knowledge of common people. It can be used as a tool for the orientation of people towards

politics, young or old. It also affects the behavior of people and their attitude, and interprets the
information and provides knowledge therefore, people are getting the awareness of right and
wrong. People are getting live news in every minute and it enhances their competence to judge
the actions and policies of their political parties. They can have their own perception and opinion
about every issue, as they are aware of everything because of media.
Media is essential to democracy, and a democratic election is impossible without it. Media plays
the role of watchdog in democratic elections. Democratic elections are not only those elections
where people have the right to cast their votes only, but where people can have debates and
dialogues over the policies with politicians, can have adequate information about attributes,
political agendas proposed plans and where people have freedom to make their own choices
without any external pressure or bribery. Therefore, for free and transparent elections media
perform their role and acts as a crucial overseer to democratic elections by safeguarding the
transparency of the process. Media coverage of elections is the right of voters so they can have
all information and can thoroughly participate in the whole procedure. Indeed, democratic
elections with no media freedom would be complicated and people will remain unaware of
whole situation. Without the contribution of media, it will be very difficult for the people of a
democratic state to keep check and balance on every movement of their rulers. Furthermore,
parties and candidates can use media as a platform for interacting with public.
Media plays indispensable role in enabling full participation of people in elections. It educates
voters on how to exercise their democratic rights, by reporting of every minute of election
campaigns. It provides a platform for the candidates and public to communicate with each other,
give a way to the public to put forward their demands to their candidates. It also helps people to
express their concerns and to share their opinions and needs. Media reports the results and
monitor the vote counting.
Media is helpful for public as well as it is also helpful for the candidates. During elections,
participants can use the media for campaigning through advertisement, debates on television and
social media.
Mass media can be used for various purposes like entertainment, news, current affairs, political
awareness, education, public announcements, and advertisement. Media was introduced in the
form of newspaper and magazines in order to entertain people. Entertainment is one of the main

purposes of media. It also keeps people aware of modern trends and fashion. In todays world
fashion has become the part of our lives and media keeps everybody update and makes
everybody able to know the modern trend of living.
Media is a main source for people to keep themselves aware of modern issues and current events
in any society. It has extremely significant impact on the public opinion and way of thinking.
Nowadays media is the primary source through which public opinion is shaped and can be
considered as public educator for both men and women. For example, when media presents a full
report on an event, people are having all the necessary information related to the event, they can
critically evaluate the situation because they have a full report and make their opinion on it.
Media is playing a great role in eliminating gender discrimination; it educates both men and
women. Now women also have their opinion on political issues and take part in political
discussions.
For women media is playing incredible role, as we live in a conservative society where women
are not allowed to go out and participate in social matters. They cannot socialize with men and
are confined to the walls of their houses. Mostly women are housewives and have many
responsibilities restricted within the four walls of the house. Therefore, it is playing
commendable job in educating the women. They can turn on the TV and can update themselves.
Now women know about their rights. They are aware of their right to vote, modern trends of
present world just because of vibrant media. After 2000, media revolution came in Pakistan and
women have started to come out and cast their votes even in the villages the trend has changed.
As media covers the events from all over the world, while sitting in Pakistan we know the
policies of other countries and the relation of other countries with us. We are aware of
international relations, we know which states policies can be harmful for our state and which
one is beneficial for us. There was a time when media was not free to show the front picture and
people barely knew what exactly was behind the curtain. They were not able to evaluate the
behaviors of other states towards them. Therefore, they were not able to judge the international
agenda of political parties. However, nowadays media covers the whole world and a common
person knows about the sports, business world, entertainment industry and politics.

Role of media for promoting political awareness among the masses in union
council 77 District Jhang

Media has contributed a lot for promoting political awareness among the masses. Media
contributions for promoting political awareness among the masses are remarkable across the
Pakistan and in union council 77 district Jhang as well. There are many forms of media like print
media, electronic media and social media. They are making people aware. Media is getting aware
the masses through talk shows, political debates on radio and newspapers columns.
Before giving detail explanation about the awareness of masses of union council 77 Jhang it is
necessary to give a brief description about the word of political awareness. Is political awareness
means casting votes and participating in procession during election days only? No, it cannot be
termed political awareness. The circle of political awareness is very huge and vast. There are
some important indicators of political awareness. By keeping in mind these indicators, we can
assess the political condition of masses. These indicators will present the real picture of political
awareness among the masses. These indicators are following:

Political discussion
Ability of masses for taking political decisions independently.
Realizing the worth of vote.
Casting vote
Getting memberships of political parties.
To join pressure groups
Awareness about fundamental rights
To Obey rules and regulations
To give respect to all state institutions.

If we look at back and at present we will find a huge difference. At present, the masses are more
educated and politically aware as compare to one or two decades ago. This credit goes to media.
After the promulgation of PEMRA act 2002 by president, media came into existence. Since
2002, the media has been working to create civic sense among the masses. Media is giving new
vision, new thoughts and new directions to the masses. Media is emancipating the masses from
clung of feudal and influential personalities. Media is working to get rid of all social evil. Media
has created hope among the masses for bright and shining future. It is making the masses
civilized. Media is raising the voice of poverty stricken and helpless masses before rulers. Media
is protecting the right of poor masses. It is working as representative of poor and needy masses.
It leaves no stone unturned in helping of needy. Media is getting aware the masses about their
political rights. It also gets aware the masses about their fundamental rights. Media works as
guardian of fundamental rights of the masses. It protects the fundamental rights from every sort
of aggression.
Media contributions are outstanding for promoting political awareness in union council 77 jhang.
It is motivating the masses for political discussions. Media has been succeeding in its objectives
to great extent. It is creating interest of politics among the masses. Media has made rational to
masses, now they can differentiate right and wrong. Now people discuss current issues and build
their opinion. They critical analyze governments internal and external policies.

Now the masses are more independent in taking political decisions as compare to their
predecessor. Now People have realized that feudal and other tycoon use them. Masses are aware
of the tricks of politicians and feudal. Without any fear the masses cast their votes according to
their own will. To large extent the masses are independent in taking political decisions and at
minor level the influence of feudal is existed as well. These dramatic changes are the results of
free media.
Due to comprehensive campaign on media the voters have realized the worth of their votes. Now
masses cast their votes on the basis of personal interests rather on the basis of emotional
attachment. People know that they are casting their votes for constructive and destructive
purpose. People keep in mind the worth, character and status of candidates whom they want to
elect from their constituencies. Few decades ago politicians and feudal were playing with the
public, now people do not let feudal class to manipulate them.
Media has also motivated the masses to cast their votes. Media keeps continue voting campaigns
round the clock during election days. Due to motivation of media people participate in political
activities. Statics reveal that, media has highly importance for increasing voter turnout. We take
the example 1997 general when media was not free as much as it should be. In 1997 general
election voting turnout was around 36 percent. In 2002 media was given freedom and due to
comprehensive campaign from media voter turnout reached 44 percent in 2007 general elections.
About 8 percent voting turnout increased. In 2013 general election voting turnout reached at 55
percent. So we can say that media is playing effective role for mobilizing the voters to cast their
votes.
Media is also mobilizing the masses to get the membership of political parties. Due to media
motivation a common is moving ahead to get the membership of political parties. We have seen
many new faces in our union council 77 Jhang, who came in the orbit of politics in 2013s
general elections. Media has finished the hegemony of feudal at great level.
People have learned from media how to present their demands before government and how to
compel the government to fulfill their demands. Among all these various tact the important tact is
to join pressure groups. By joining the pressure groups a common man can be succeeded in
fulfilling his demands.
Media also give information about their fundamental rights. Media has got aware the masses
about their fundamental right. The small numbers of people are ignorant about their fundamental
rights. Media works as a guardian of masses fundamental rights.
Media plays effective role in pursing the masses to obey the rules and regulations. Media has
inculcated civic sense among the masses to obey the rules and regulations and not to violate
these rules. Media has succeeded at great level to inculcate the civic sense among the masses but
not at maximum level. Media struggle is continue and soon it will achieve its objectives.

To obey rules and regulations is not enough for political awareness. Give respect to the state
institutions is equally important. Media has told the masses about the worth and prestige of state
institutions and asked the masses to give respect these institutions. The masses are acting upon
the advice of media still the small number of people follow these instructions but hope soon the
number will increase.
At the end we want to say that there is dramatic change in the behavior and attitudes of people
due to presence of free media. Media presence is good for masses as well as progress of
Pakistan.

Chapter: 3
Data analysis
Table: 3.1
Title: Ages of respondents

Responses

Respondents Percentage

18-30 (yrs.)

27

54

31-43

12

24

44-56

12

57-69

Above

Table 3.1 is showing the age of respondents. It has been asked from 50 respondents. Out of 50
respondents 27 fall at the age of 18 to 31 and approximately 54 percent. Out of 50 respondents
12 fall at age of 31to 43 nearly about 24 percent. 6 respondents fall at age of 44to 56 about 12
percent.4 respondents fall at age of 57to 69 about 8 percent and 1 respondent fall at the age of
more than seventy. Data reveals that mostly respondents are youth, passionate and energetic. No
doubt, many respondents are youth but the old aged respondents have not been neglected as well.

Old aged respondents are also part of research report so the whole aspects of problem can be
highlighted. Only youth as respondents were insufficient for research report.

Table: 3.2
Title: Respondents awareness of media

Responses

Percentage

Percentage

Yes

49

98

No

No response

00

00

Table 3.2 is highlighting the ratio of respondents for awareness of media. It has been asked from
50 respondents. Out of 50 respondents 49 say (yes) that they are aware of media and only one
respondent respond is (NO). About 98 percent respondents have awareness of media. Data is
showing that people at maximum number of respondents are aware of media.
Table: 3.3
Title: Sources of information for respondents.

Responses

Respondents percentage

Television

23

46

Radio

10

Newspapers

21

42

Any others

Table 3.3 deals with sources of information. Question has been asked from respondents about
their sources of information. The respondents have responded that question in different manners.
23 respondents and around 46 percent have told that television is their source of information. 5
respondents and nearly 10 percent have said that radio is their source of information. 21
respondents and around 42 get information from newspapers. 1 respondent obtains information
from social media. Data is showing that television and newspapers are major sources of
information for respondents. Data is revealing that mostly respondents are literates because 42
percent have newspapers their major source of information. One other thing is that respondents
are using advance gadgets for information. This is a good omen for Pakistan and especially for
its progress in every sphere of life.

Table: 3.4
Title: Usage of media by respondents

Responses

Respondents Percentage

1-2 (hrs)

33

66

3-4

12

24

5-6

7-8

More than

Table 3.4 is about timing of using media.33 respondents and around 66 percent use media
between 1- 2 hours. 12 respondents and about 24 percent use media for 3 to 4 hours. 3
respondents nearly 6 percent use media between 5-6 hours. 1 respondent and around 2 percent
use media for 7 to 8 hours. 1 respondent uses media for more than 7 to 8 hours. Data is showing
that despite busy routine life the respondents are in touch with media. Owing to busy life, the
masses spend short time on television. Though the majority of respondents use media 1 to 2
hours but it is sufficient for getting information and building strong opinion about issues.

Table: 3.5
Title: Usage of medias formats by respondents

Responses

Respondents Percentage

Talk shows

17

34

Political
debates
radio

14

Newspapers
columns

24

48

Any others

on

Table 3.5 is showing different formats of media through which respondents get information. 17
respondents and about 34 percent get political information from talk shows. 7 respondents and
about 14 percent get information by listening political debates on radio. 24 respondents and
around 48 percent acquire information by reading newspapers. 2 respondents and around 4
percent use social media for getting political information. Data is showing that mostly
respondents read newspaper columns for getting political information. Newspaper columns are
major sources for building opinions.

Table: 3.6
Title: Medias role for stimulating political parties.

Responses

Respondents

Percentage

Strongly agree

15

30

Agree

24

48

Neutral

12

Strongly disagree 1

Disagree

Table 3.6 is related to highlight the role of media in stimulating political parties. 15 respondents
and around 30 percent do strongly agree regarding the role of media for stimulating political
parties. 24 respondents and approximately 48 are agreed with the role of media. 6 respondents
and about 12 remained neutral. 1 respondent and nearly about 2 percent is strongly disagreed
with the role of media. 4 respondents and around 8 percent are disagreed. Data is revealing that
majority of respondents are satisfied about the role of media for stimulating political parties. It is
a great sign that media as fourth pillar of state is doing its job with honesty. It is delivering
according to wishes of people. Media is rendering its services in transparent and impartial
manner. Some respondent have criticized media also. No doubt, media is doing great job but
objections of respondents cannot be ignored. It can be said that nothing is perfect in this world
but improvement is perquisite for existence also. There are some areas where media is needed to
be improved itself. If media get rid of voices and bring improvement in functioning than day is
not far away when Pakistan will be progressive and prosperous country with strong democratic
setup.
Table: 3.7
Title: Media plays effective role during elections

Responses Respondents Percentage

Strongly
agree

23

46

15

30

Strongly
disagree

Disagree

14

Agree
Neutral

Table 3.7 highlights the role of media during election days. 23 respondents and about 46 percent
are strongly agreed with the effective role of media during election days. 15 respondents and
around 30 percent are agreed with effective role of media.4 respondents nearly about 8 percent
remained neutral. 1 respondent about 2 percent is strongly disagreed with the effective role of
media during election days. 7 respondents are disagreed with the effective role of media during
election days. Data is showing that majority of respondents have supported media for its positive
role during election days. According to 38 respondents and around 76 percent, media plays
effective role during election days. According to them media plays a role of monitoring. Media
presents the manifesto of political parties before them. Media gives important instructions to
voters for casting their votes. Media ensures maximum transparency in elections. Media is
staunch advocate for the continuity of democratic process. On the other hand, 8 respondents
about 16 percent are against the role of media during election. According to them, media do no
work in transparent and impartial manner. Media works according to dictation of influential
personalities. Media is not voice of common man but a tool of influential persons. They use
media as tool for fulfilling their objectives. Media does not play its role to stop rigging during
elections. Media does nothing for upholding democratic values and continuity of democratic
process. Despite these negative remarks of some respondents we can say that media is playing
effective role during election days because majority of respondents are optimistic and they
supported the role of media during election days. Mostly respondents are optimistic about the
bright future of media. They call media preserver of democracy. Due to many respondents
respond in support of media we can say that media performance is outstanding and heading
toward improvement. In upcoming days condition will be better and elections be held in fair and
transparent manner. It all will be happened with the quest of media and its stake holders. Media
will be sole tool who will steer Pakistan out from every sort of crisis. That day will arrive soon
when transparency will be visible in everything regarding elections.

Table: 3.8
Title: Media diminish the power of feudal in politics.

Responses

Respondents

Percentage

Strongly agree

14

28

Neutral

20

40

Strongly
disagree

14

10

Agree

Disagree

Table 3.8 is associated with the contributions of media for diminishing the powers of feudal in
politics.14 respondents and around 28 percent have said that media is reducing the influence of
feudal in politics. They are strongly agreed with the role of media for diminishing the powers of
feudal in politics. According to them media has freed to common man from the clung of
influential. In politics the hegemony of feudal has been discarded by media. Now a common man
can cast vote according to his own will and can contest election from any constituency. 20
respondents about 40 are agreed with the contributions of media for shrinking the powers of
feudal in politics. Though they are agreed with the contributions of media for fading the
influence of feudal in politics but still they believe that media has not waned the influence of
feudal completely. They believe that influence of feudal will be faded away soon. They are
optimistic and waiting for those moments when feudal lordship will be discarded. 7 respondents
about 14 percent remained neutral. They avoid from giving any remark on this point.4
respondents about 8 percent have rejected strongly the role of media for diminishing the powers
of feudal in politics. According to them common man is not freed from slavish of feudal. A poor
or poverty stricken person always cast his vote according to the desire of feudal and influential
personalities. He cannot contest elections without seeking the permission of feudal. They believe
that media has never reduced the influence of feudal and there is no possibility to reduce in
future. 5 respondents about 10 percent are disagreed with the contribution of media for reducing
the influence of feudal in politics. According to them the roots of feudal lords are too deep in
soil, to dig out these roots is very difficult task at present. According to them, media is not

powerful still to challenge the authority of feudal. There is possibility that media may become
powerful in upcoming days and may challenge the authority. Though some remarks of
respondents are against the media but mostly are supporting the role of media.
Table: 3.9
Title: Media reduces the influence of Baradari in politics.

Responses

Respondents Percentage

Strongly
agree

12

26

52

14

14

Agree
Neutral
Strongly
disagree
Disagree

Table 3.9 is about the role of media for diminishing the influence of Baradari in politics. 6
respondents about 12 percent have supported strongly the media for its contributions to fade
away the influence of Bardari in politics. They believe that people are freed from clung from
bardari. They cast their votes according to their own will. The bardari influence has waned away
completely. 26 respondents and about 52 percent have supported media but they still believe that
bardari influence exists at minor level. 4 respondents and around 8 percent remained neutral on
this point. 7 respondents and about 14 percent have rejected strongly the contributions of media
for reducing the influence of bardari in politics. They believe that baradri influence in politics is
too stronger and media has done nothing to diminish it. Votes are casted by keeping in mind
baradri now-days. They believe that the influence of baradri will never come to an end.7
respondents about 14 percent respondents have told that baradri influence in politics is stronger
at present but there is possibility that it can be faded away in upcoming days. At present media
has brought no positive change. Media is ineffective to reduce the influence of baradri in politics
still. But with the passage of time and after continuous struggle the media will be able to reduce
the influence of baradri in politics. Many respondents supports media and their response was
positive only few were against the influential role of media.

Table: 3.10
Title: Media pursues the electorates for political discussions.

Responses Respondents Percentage

Strongly
agree
Agree
Neutral
Strongly
disagree

16

32

23

46

10

Disagree

Table 3.10 is related to find the role of media for pursuing the people for political discussions.16
respondents about 32 percent have supported strongly medias role for pursuing the people to
political discussions. They believe that media has given a lot of knowledge and motivate them to
political discussions. According to them media is the sole force which pursue them for political
discussions. 23 respondents and around 46 percent have supported the role of media for pursing
the people for political discussion. They think that no doubt media is playing effective role in
pursing the people to political discussions but there is still need to work more in this regard.
Media stake holders should have struggled for making the role of media effective in this regard.
5 respondents and around 10 percent remained neutral. 2 respondents and around 4 percent have
rejected strongly the role of media for pursing the people to political discussions. They think that
media has brought no positive change. Neither media has pursued the people for political
discussions in the past and nor at present. They believe that there is no chance in future that
media will take revolutionary steps in this regard. 4 respondents and about 8 percent are
disagreed with role of media for pursing the people for political discussion. They think that
media is not effective tool yet in this regard. According to them that there is possibility, the
media can become effective tool in future.

Table: 3.11
Title: Media motivates the people to get memberships of political parties.

Responses

Respondents Percentage

Strongly
agree

14

28

17

34

11

22

Agree
Neutral
Strongly
disagree
Disagree

Table 3.11 is showing the role of media for motivating the people to get membership of political
parties. 14 respondents about 28 percent are strongly agreed with the media for motivating the
masses to get the membership of political parties. They think that media has not only aware the
masses about politics but also motivate them to get memberships of political parties. They
believe that masses have no motivation for getting membership until media was free. Media is
providing strong foundations to political parties by entering the masses in political parties. It is
not only preserving democratic values but also saving democratic set up. Media has generated
new motivation and inspiration among the masses.17 respondents and about 34 are agreed with
the contributions of media for motivating the masses. They think that media has given a lot of
inspiration and motivation to the masses but it could not get hundred percent results. It can be
hoped that media will achieve its objectives in future. Hope is not going to be dashed off. That
day will come soon when media will be strong enough to motivate the people. 11 respondents
and about 22 percent remained neutral.4 respondents and about 8 percent are strongly disagreed
with media for its role regarding motivation for getting memberships of political parties. They
believe that media is not a source of motivation. We never see a common man becoming the part
of political parties. Only family or heredity politics is prevailed. If had media been effective the
heredity politics would have not been existed. They say that there is no space for poor in country
like Pakistan. Media has never been and will not be the voice of lay man. 4 respondents about 8
percent are disagreed with the media. Their opinion is that media has not achieved objectives

which it should be achieved. They say that at present media has achieved nothing and there is
possibility that media may fulfill its goals in future. But there is no sign of positivity still.
Though some responds are objectionable regarding role of media but mostly responds are in
support of media.
Table: 3.12
Title: Media encourages the electorates to cast their votes.

Responses Respondents Percentage

Strongly
agree
Agree
Neutral
Strongly
disagree

26

52

15

30

Disagree

Table 3.12 highlights the contributions of media for encouraging the masses to cast their votes.
26 respondents around 52 percent respondents are strongly agreed with the media for its role to
encourage, mobilize and motivate the voters for casting their votes. They think that huge turnout
during election days is a result of comprehensive campaign of media. They believe that media is
a driving force which mobilize the masses during election days. 15 respondents and around 30
percent are agreed with media for its role in this regard. They believe that media has encouraged
the voters at maximum level but still there is need of improvement in this way. Stake holders
need to work more to bring positivity and productivity in this regard. 2 respondents and about 4
percent remained neutral. 4 respondent and about 8 percent are strongly disagreed with the role
of media to encourage voters for casting their votes. They believe that media has not mobilized
the voters to cast their votes. According to them there are not any kind of chances in future in this
regard.3 respondent and about 6 percent are disagreed. Their opinion is, media has not mobilized
the voters to cast their votes as it should be. But there is possibility that media may become
effective in future.

Table: 3.13
Title: Media makes electorates independent about their political decisions .

Responses Respondents Percentage

Strongly
agree
Agree
Neutral
Strongly
disagree

15

30

22

44

12

12

Disagree

Table 3.13 is about to find out the role of media for making electorates independent about their
political decisions. 15 respondents and about 30 percent are strongly agreed with the role of
media. They think that media has made electorates independent about their political decisions
and completely faded away the influence of feudal and other influential people over electorates.
Electorates cast their votes without any compulsion and pressure. 22 respondents are agreed with
the role of media. They say that media has made independent the electorates for taking political
decisions at maximum level but not completely yet. 6 respondents and about 12 percent
remained neutral. 1 respondent is strongly disagreed with the role of media. 6 respondents are
disagreed with the role of media for making electorates independent about their political
decisions.
Statement is related to take proposals of respondents for making the media more productive and
effective. Respondents have given very useful proposals for making the media more productive
and effective. 28 respondents and around 56 percent have given no suggestion. 22 respondents
and about 44 percent have given their suggestions for making the media more productive.
Around 80 percent have suggested that media should be impartial and unbiased. According to
them media can serve effectively and efficiently when it will not have any links and association
with any political parties and pressure groups. Mostly respondent emphasize upon one thing that
media should maintain it prestige and sagacity. Some respondents say that media should strike
heavy blow over feudal and influential personalities. It should raise the voice of poor and poverty

stricken masses. Media should help innocent, helpless and needy. It should support innocent
against rude, harsh and ruthless. One thing is cleared that masses want to see media free,
transparent and impartial institutions. By acting upon these suggestions media can become more
productive and effective. Strong will and strong commitment is essential in this regard.

Chapter# 4

Conclusion

It is concluded that media plays a great role in public awareness. Research objectives and aims
are successfully attained. We were supposed to analyze that either the local masses or common
people are getting adequate awareness from media or not. The questions that are asked from
different people of different ages belonging to different professions and status of Jhang UC 77
have proved that media is playing its role on a large scale in the most effective way. As our
research is based on the opinion of masses, we have made it clear that our research is without
any discrimination of gender, young, old, poor and rich. Therefore, we can say that we did
random sampling and concluded our results. It has become a voice of the public sphere of
people. It has given a particular platform to the local masses to raise their opinion.
The research is mainly conducted in the district Jhang UC 77, that is relatively not as developed
as compare to other big commercial and economically advanced cities of Pakistan. The research
questions were asked to the people belonging to that particular city. As the research is based on
the primary method, so we interacted directly to the common people to know their opinions and
views regarding media awareness. Sweeping majority of respondents believe that media is
playing an important role in promoting political awareness and very small number of
respondents think that medias role in promoting political awareness among people is not
effective and sufficient. There is a huge difference between yes and no about the role of
media. Therefore, it can be easily evaluated that in district Jhang, media is educating common
people, where people are not well groomed and well educated as compare to big cities. Such
results show role of media in promoting interest of local inhabitants in national problems. Media
is the source of developing new dimensions in the thinking of people.
In media, major source of awareness among people is television and newspaper. Very few people
of that area get updates from other social media like Facebook, Twitter and Instagram because
they do not have access to internet. So we can say that, the sources of information for them is
television and newspaper. Most of the people watch television to get daily updates about their
country and the whole world. As there is low literacy rate in Jhang, few people read newspaper
to get themselves aware and up-to-date. Some of them listen radio because they do not know
how to read and also they live in backward areas where they have no access to television and
newspaper. But nowadays very few people listen radio and prefer to watch television because of
authenticity. This is the reason why most of the people keep themselves update and aware by
watching television.
Despite of the hectic routine, as the research explores, people stay in touch with media and get
updates about the current incidents of their country. Although People remain busy with their

businesses and other activities, it is difficult for them to find time and watch television. But it is
observed that majority of them spend time to watch television, which is considered as enough
time for keeping a person update. It means common people know the importance and benefit of
media and they spend a lot of time in watching television. They are attaining knowledge by
pressing a button, and keep themselves update through television which in one of the tools of
media. Another encouraging aspect, which we can conclude from above mentioned results, is
that all the respondents watch television and they are attached with media.
When we talk about the high number of people who watch television, we should also know that
what kind of shows they are watching. Are they watching the shows related to politics and
knowledge or they spend time by watching dramas and movies? Here we have concluded the
answer by our research. Majority watch talk shows on political issues and read newspaper to get
political awareness, and very few respondents use other sources to get political awareness. It
means most of the respondents in Jhang watch talk shows and read newspaper columns to get
political information.
When we talk about the role of media in promoting political awareness. The very first thing
comes in our minds is the role of media during elections in a democratic state. By the
participation of common people in elections we can have an idea about how much people are
politically aware. More number of people participates in elections means more they are
politically aware. It is observed that media is playing effective role in elections, and it made
people politically aware. Some of them have the opinion that media has no role in political
awareness. It means most of the people agree and accept the effort of media.
In Pakistan, feudal system still exists. They are suppressing and oppressing the poor illiterate
people from a long time. Poor people have no right and courage to speak against their feudal lord
and they use them for their own benefit. It is concluded that in Jhang UC 77 where feudalism
exists, media has played its role in diminishing power of feudal. People of Jhang UC 77 admitted
that media has important role in making people aware against the oppression lies with feudalism.
Few of them deny the contribution of media but they are less in numbers. Therefore, we can say
that majority believes that media participated at maximum level to diminish feudal power by
making people aware of their rights and by encouraging them to raise their voices.
There is another dark side of our society, which is called Bradari. Just like feudalism, bradari
system also exists in our society, which is a hurdle for democracy and freedom of common
people. When respondents were asked that is there any role of media in reducing influence of
Bradari in politics. We have concluded majority agree with the role of media in reducing
influence of bradari in politics. But few people rejected the contribution of media and denied to
accept that media has any role in reducing bradari influence. Some believe that bradari system is
still in practice but they have hopes that with the passage of time it will be reduced. The process
is working gradually, with the passage of time and struggle, media will be able to reduce it.
Because people have started to develop their trust on media.
When respondents were asked whether media pursues the people for political discussions,
majority believe that media has made people to pursue political discussions. Few denied with the
role of media in promoting political discussions among masses. Lets have a look at past, before

the mobilization of media, when there were no talk shows, people did not know how to critically
evaluate the political situations. They did not have any access to learn from political scholars.
Now they watch television, read interviews and they are aware of current circumstances and
listen to professionals advices. They can listen different views of different scholars and an
illiterate person can also have knowledge about the pros and cons of particular situation. They
watch live coverage of everything, listen to views of scholars and discuss it with each other.
People sit anywhere and discuss politics on a large scale.
Media motivates public to participate as much as they can, in political activities. Media focuses
on masses and promote their public interests. As majority believe that media motivates people to
get memberships of political parties. While few people do not appreciate medias role in
motivating people to get membership of political parties and participate actively in those parties.
It is proved that media is playing important role in the improvement of political process by
making people to be involved in political process
As it is concluded that clear majority of respondents have faith in the role of media which is
trying to make people come out of their houses to cast their votes by telling them the worth of a
vote. Media encourages the electorates to cast their votes and most of the people have strong
belief about the role of media in encouraging common people to cast their votes.
When respondents were asked whether media makes electorates independent about their political
decisions. Many respondents strongly believe that media is making the masses independent
about their political decisions by making them aware of every issue and by trying to tell them
every detail about politics. People can now tell the difference between right and wrong. Very few
respondents said that they strongly disagree. The majority appreciates the efforts of media and
think that the credit goes to media to become fully aware of every situation. Because of media
people have finally started to think about things with the pros and cons. People try to evaluate
things and try to figure out the other side of picture also.

Recommendations
After doing comprehensive work on the topic, having interaction with the people of Jhang UC
77, we are able to give some recommendations that can help in making the role of media stronger
and effective in developed and less developed areas.

First of all Media should be unbiased and impartial. Because media plays the role of
watchdog, therefore its very necessary for media to remain fair and neutral. Otherwise
media will not be able to play its role.
Media should not spread false news and should avoid to create sensationalism as well. As
it is observed that people have started to believe media. They have developed trust on
media and now they look towards media for authentic news. Therefore media should not
give them fake news and should not try to create scandals. Media should avoid to

exaggerate the news as well. Otherwise people will stop believing the news of media and
there will be no awareness among the people.

Media should educate the masses about the political matters. No doubt media is playing
its role with efficiency but the focus of media should be on the education of masses. They
is no school in our country where people can learn about political matters and to analyze
them on rational basis. The only source to educate people about political matters is
media. Therefore media should take it as its responsibility to educate masses on political
matters.
Media should inculcate democratic values to masses to make democratic setup strong.
Free media is the fourth pillar of a democratic state. It is the role of media to indoctrinate
the democratic standards and ethics to people. Media should teach the common people
about the democratic values so they can come to know about their basic rights and their
right to make the government answerable.
Media should convey the demands of masses to their rulers. As media is a source of
communication between people and government. When people do not have access to
their rulers, it comes to media to convey the demands of common people to their
representatives. As in Pakistan, media conveys the messages of poor people to their
leaders when they do not pay attention to the matters of common people.
Media should maintain the element of accountability in society. It is one of the basic rules
of democracy to make leaders accountable to their masses. Every leader is accountable in
a democratic setup to their people, they cannot take decisions on their own. They have to
give answers to public as they play the role of their representatives. Its the role of media
to make answerable the actions of politicians when people have no access to their leaders.
Most importantly, media should maintain its sagacity so that people have faith in it. It is
very important that people should have trust on media, therefore media should maintain
its understanding with people. When rulers do not listen to their common people, media
is the only source and hope for them to raise their voices.

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