Role of Electronic Media in Developing Political Perceptions of People: A Comparative Analysis of ARY and PTV (2008-16)

Abstract

Pakistan has one of the most vibrant media landscape in the region. Since liberalization in 2002, the number of media outlets has increased. This study analyzes the role of Pakistani electronic media in creating political awareness among people and the role of state owned news channel and private news channel in developing political perceptions of the people. Considering the present situation in Pakistan i.e. the high saturation levels of media usage and its reflection in the people attitudes suggests the implication of certain theory such as cultivation theory. This theory suggests that media, and in particular television channels, develop the ideas of the people. People who spend more time on television, it tends to be their main source of information. Therefore, the population of present study consisted of all the female and male who study in universities. Four universities selected for the collection of data and the survey sample comprises a total of 120 respondents, 30 respondents taken from each university. The findings of paper indicate that most people rely on electronic media for political news. It influences people’s perceptions and they are becoming politically aware by electronic media especially by the news channels.