Media is a very trivial word that contains strength, effectiveness, clout and appeal. It is considered as the fourth pillar of society. Media term is plural form of medium means there are several platform of communication, not only single channel media means magazines, radio, television, internet and newspapers as well. Every country has several media groups and various channels that show their culture, norms, political and social situation. Media has the capability to change thinking of people. It works as an opinion maker and it is the potential of media that can make hero and zero in a minute.
We see commercials, dramas, talk shows, morning shows daily on T.V. transmission is on aired 24/7 but one thing that I want to say here is that this platform is not only to gain ratings or money but it can also be used to disseminate awareness regarding issues that bolster development of Pakistani nation. Every member of a house prefers watching T.V for some time; just for the sake of diversion, entertainment and to stay updated from their busy routine. So if informative and positive points are highlighted then societies become enlightened both psychologically and physically. They can make infotainment shows rather than discussions on political matter that ends without any solution.
Public service messages are flawed in our content. They have the power to change pessimistic thinking. Public service messages about domestic violence, cleanliness, balance between male and female, family planning, stop violence, save water, pledge to stop food wastage, evade bribe and shun smoking etc.
can serve for amelioration. When people watch romantic songs all the time they start incorporating it in the reality, same is the case with development supporting messages. When people watch it again and again they follow it and improvement comes deliberately.
We have seen that thinking of people is changed by running political campaigns through social media during elections. Every party was trying to woo their followers and in the history of Pakistan last election was the first in that majority of the population participated. All these were the triumph and repercussions of media.
When people watch media persons; they make their own favorite and get inspiration from them, follow their way of talking, point of view and even dressing style. Then it means they definitely follow if the media people show positivity and give understanding on issues that are related to a layman. Positive issues should be discussed with solutions to give optimistic view globally.
Now media transmit message in a minute whatever it is. One reason that media shows negativity or discuss issues only without any solution is that they prefer their commercial benefit. Everyone is in the rat race (rating race) and audience see and listen as passive. In my point of view; viewers should inform channels that they want to watch something conclusive, not only problems, they also want to know results. This can be done easily by sending emails or text messages. When they know that audience inclination has changed then they will change their content. Surely Pakistani media has guts and they can do much better. And, if both parties (viewers and authorities) listen to each other than change can come.
