Media warfare
is not a new term in contemporary era. It is being used as a weapon in
international politics. The most effective way to promote the things which we
want to share with mass audience is done through media. In current information age we cannot
undervalue the importance of mass media. TV, radio, internet, magazines and
newspapers have become a frequent part of our lives. Being the most powerful tool of
communication, media due to its vast exposure is being used to mold the opinion
of the audience. It would not be out of place to say
that in this point in time a media war is going the aim of which is to
captivate the audience. Media up to dates the audience for whatever is
happening in their surrounding and all around the world.
However in order to
attract audience they sensationalize the information which presents a complete
different picture beyond the reality, this is how media many times misleads its
audience and this is how media is being used as a tool to garnish many interests.
The role of media in west is more effective because they use it as a weapon to
gain their state interest, our neighboring country India tries to do the same.
However, our
media seems to be more influenced by foreign media especially by Indian
channels. We have probably forgotten the words of Indra Gandhi that India will
beat Pakistan not through a regular war but through a media war, and this seems
to be true. India awfully exaggerates the situation and does its best to malign
Pakistan as it is lately doing on LoC issue. Unfortunately our media poses very
immature and careless attitude, they overlook the fact that media is the fourth
pillar of society and they have to play their role as a custodians of culture
and national interest. Many channels in Pakistan are influenced by foreign
cultures and their sources of information. Our channels talk more of Indian
dramas, songs and movies. We have started using Indian stuff even in our news
and talk shows to attract audience. Our channels tries to give more converge to
catchy stuff than the critical ones. We must take every precaution against
Indian cultural invasion and should not blindly follow the western media.
The motto
of our media should not be to facilitate other lobbies and their agendas. They
talk of their interest and we are in sheer need to work on our own. Here the
role of social media is significant which keeps on highlighting the fault lines
of electronic media and in result dynamic views of a particular issue comes up.
Our channels need to educate people by highlighting the critical traditional
and non-traditional issues.
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