“Whoever controls the media, controls the mind” (Jim Morison)
With the tremendous growth in recent years, Pakistani media has become an emblem of providing information, entertainment and also propagating distorted realities. As change agent, media has the power to perform in a constructive or destructive approach. With the expansion of mass media tools, the phenomenon of cross cultural communication gained innumerable momentum among which window of television contributed greatly to socialize people.
Television cultivates a particular view of the world in the minds of the viewers as explained in the cultivation theory by George Gerbner “the more time people spend ‘living’ in the television world, the more likely they are to believe social reality portrayed on television.”
This puts a concern that socialization through media needs proper scrutiny and cautious treatment of programming in order to create productive societies socially, economically, politically and morally. The important question is here that what sorts of messages media giants inculcate in society in this age of global village where cross cultural breeding is taking place constantly.
Pakistan inhabits a multicultural society and it comes in the domain of Pakistani media industry to depict the constructive cultural trends and safeguard the ideology of Pakistan. The cultural diversity urge people to look forward on the same cultural trends across borders and what are their practices regarding same issues. It is the natural reality that commonalities create alliances and to build audience, there is need to assess the content proximity in other societies.
But, the fact is that race for TRPs is the major concern of all channels which help in designing the content for audience because TRPs shows the viewing habits of audience that what type of programs they want to watch. But at the same time another fact is that media plays an important role in designing the audience attitude and behavior by hitting their values and ideologies regarding certain themes of society in which it operates. Media constantly reinforce the messages to audience mind and creates perceptions which could be positive or negative depends on the nature of issue being addressed.
It can be said that media challenges the audience instincts in particular direction. But at what direction, it needs to be considered logically with the presuming effects related to the content on society after dissemination.
The effects of programs can be instant or delayed. For that purpose, it is imperative to analyze the content being produced before imparting it to audience that what possible outcomes or challenges will be in future. In-house Programs accountability mechanism should be encouraged by the production houses in order to avoid vulnerabilities of negative nature. Thus the productive media landscape can be created.