Topic ; Media and social responsibility

1. Group Members
Fahad Mir (13051516-028)
Waleed Hassan (13051516-009)
Ibrar Shaid (13051516-077)
Syed Zeeshan Haider (13051516-014)
Amina (13051516-018)
Maryam (13051516-012)
UOGIS

2. Media and social
responsibility

3. What is media?
Mass media consists of the various
means by which information
reaches large numbers of people,
such as television, radio, movies,
newspapers, and the Internet.

4. Media and social responsibility
 Sociologists study that mass media has some
responsibility to aware the people. It is very important
for any country to see how their mass media shapes
their peoples values, beliefs, perceptions, and
behavior.
 Media draws its basic nutrients from the society to
produce its contents to survive; media gets its audience
from society. Society uses media for educating and
informing its individual’s .Society uses media to bridge
the communication gap between different social
groups.

5. Institution
 Media as a social institution should work like the voice
of voiceless
 It should bridge the communication gap between
people of different sections of society.
 It should play and active role in policy formulation and
their execution. It should work like the watchdog

6. Realities of Media as an Industry
It has started serving advertisers
interest more than the interest of
common man. To satisfy the financial
needs in a competitive market media
has started promoting unethical
contents.

7. The Need of Line of Control
 Media freedom means freedom with responsibility. Misuse
of Freedom of press has started increasing and the
watchdog has started becoming greedy for bones Paid
news and other evils have gone widespread but are ignored
.The word self regulation has started becoming a joke.
Dominance of commercial exactions over social
expectations has created an alarming situation.
 Corrections should be promptly published with due
prominence and regrets expressed in serious cases.
Language employed in writing the news should be
temperate .Comments or valuable judgments should not be
motivated or guided by partisan feelings .Headlines
containing allegations made in statements must identify
the person making. Allegations .Headings must reflect and
justify the matter under them Provocative and sensational
headlines should be avoided.

8. Media and social responsibility in
Pakistan
 For a country like Pakistan, it is all the more important
 Media is important for any political system. Its
importance increases in a democratic political system.
It is a relationship of interdependence between the
media and democracy. Media flourishes in a
democratic system. Once the media begins to function
as an autonomous entity, it strengthens democratic
and participatory processes and institutions. It has a
direct stake in open, competitive democratic political
order.

9. Media and social responsibility in
Pakistan
 It also serves as an instrument of socialization of
people into societal values, norms, political
orientations and historical perspectives.
 One major criterion to determine the quality of
democracy is the presence of free media that allows
the flow of divergent socio-political and cultural ideas
and discourses.

10. Media and social responsibility in
Pakistan
 It has become increasingly important to evaluate
media’s performance with reference to the notion of
social responsibility because its capacity to influence
the society has increased tremendously over the last
two decades. Modern communication technology has
enabled the media to reach the large number of people
quickly through multiple ways, giving it power to
shape the disposition of the people and their choices.
Further, the proliferation of media has made people
more vulnerable to its news, views and entertainment.

11. Media and social responsibility in
Pakistan
 In a country like Pakistan where the norms and
institutions of democracy are not well-established,
media needs to play its role with a lot more caution. A
democratic system in transition has a weak capacity
for crisis management through political participation,
dialogue and accommodation. Therefore, media has to
be more restrained in analyzing and interpreting news
and other information. Any unsubstantiated news and
information devoid of editorial caution can be
unsettling for nascent democracy.

12. Media and social responsibility in
Pakistan
 Pakistan faces the threats of religious extremism, growing
violence and terrorism. These threats can make the state
system dysfunctional and result in the breakdown of social
harmony and stability. The media needs to play a positive
role in stemming the tide of these trends in Pakistan. This
places an additional responsibility on the media to make
sure that its operations do not accentuate these negative
trends. Each media group has to use its professional
judgment and editorial control to ensure that news, views
and other contents are helpful to defusing tensions and
promoting religious and cultural tolerance and peaceful
resolution of societal conflict. Violence and terrorism and
those who engage in these activities should not be
glorified. Pakistan’s print and electronic media should
learn from the experience of the media in other conflict
ridden societies.

13. Media and social responsibility in
Pakistan
 The importance of media is going to increase when
Pakistan embarks on holding the national and
provincial elections. The media should not act as an
instrument of a political party during the elections.
Rather, it should provide as much news as possible on
the activities of all political parties and provide
analysis of the election campaign and election
manifestos of different political parties. It should also
encourage people to exercise their right to vote. An
active media can check the fairness of the electoral
process and report irregularities, if any.

14. Media and social responsibility in
Pakistan
 A number of print and electronic media
groups in Pakistan often find it difficult to
maintain non-partisan professional
orientations. They are carried away by the
polarized political environment and cannot
get out of a partisan political discourse.
These trends reflect weak professional
capacity.

15. ●Social responsibility of media
 Under a Social-Responsible media system, the role of
the media is to serve the public, and in order to do so,
should remain free of government interference. The
idea of this theory is that the media has a moral
obligation to provide adequate information for citizens
to make informed decisions However; the different
media can retain a liberal notion of healthy public
disclosure. The media is also expected to represent the
diversity of cultures they represent, and should have
high standards for professionalism, truth, and
accuracy.

16.  Countries that have a Social-Responsible media system
include: France, Germany, and Japan.

17.  With the revolution in Russia in 1917, and
practice of Marxism, there appeared a very
different
 Approach to deal with media. The media
was tied to overall communist ideas and
defined in a very different way. The theory to
control media possessed following features

18. Closely tied to the communist
ideology.
 The government is superior to the media
institutions.
 The media is supposed to be serious
 The soviet theory does not favor free expression,
but proposes a positive role for the media, the
society and the world

19. Social Responsibility Theory
 This theory keeps certain areas free for the Press
but at the same time puts lot of responsibility on
media. As discussed in the beginning that the
media is not just seen as an enterprise like others
in the business sector of any society, but due to its
unique nature, society expects a particular role
which media must play in getting rid of social
evils, educating people, criticizing government
policies and exposing other wrong doings in a
society. The sense of responsibility has been
emphasized more in this theory as compared to
any other.

20. Media has certain obligations to
society:
 It must show truth, accuracy, objectivity,
and balance
 The media should be free but self-regulated
(codes of conduct, and ethics)

21. Media has certain obligations to
society:
 The media is pluralistic: diversity of society,
various points of view, forum for ideas
 The media ownership is a public trust. The
journalist is accountable to his audience /
readers.

22. Thank you