We have discussed that what influence media have in our society, how media is use for entertainment, how media influence businesses and how it is used for the promotion in marketing of goods and services

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Department Of Management Sciences
Business Communication
Research Report
BBA
Topic: Revolution Of Media In Pakistan
Instructor: Sir Shair Muhammad
Date: 17 December 18, Monday
Group Members:
➢ FAIZA SALEEM
➢ MAHAM KHAN
➢ KHADIJA MAHMOOD
➢ FIZA SIDDIQUI
➢ MUHAMMAD UZAIR

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Table of Content
Acknowledgement………………………………………………………………………...4
Abstract ………………………………………………………………………………….….5
Chapter 1 "Introduction"
1.1 Background………………………………………………………………..…....6,7
Research Area….……………………………………………………………..6
Supportive Variable .…………………………………………………………6,7
Industry …………………………………………………………………..…..7
1.2 Problem Statement….……………………………………………………..…......7
1.3 Research Objective….……………………………………………………..…......7
1.4 Scope of the Study….…………………………………………..…………..….....8
1.5 Literature Review….……………………………………………..………..…......8,9
Chapter 2 "Research Methodology"
2.1 Study approach….……………………………………………………….....…...10
2.2 Data source………….…………………………………………………..…..…...10
2.3 Target audience………….……………………………………………..…..…....10
Chapter 3 "Data Analysis"
3.1 Media………….…………………………………………………..…………...11
History of Media………….…………………………………….…..…….....11
Types of Media…….………………………………………………………..12
Pakistani Media………….…………………………………..……….……...13
Evolution of Electronic Media in Pakistan….………………………..…......13,14
Role of Media………….……………………………………………….…....14
` Media Landscape In Pakistan………………………………………..……....14,15
Importance of Media………….………………………………………...…....15

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3.2 Promotion………….………………………………………………..…………..16
Promotion through Social Media………………………………………..……16
Advantages of Social Media on Promotion……………………..…………...16,17
Disadvantages of Social Media on Promotion…………………..…………...17
Why marketing through social media is a must for business?.........................18,19
3.3 Entertainment ………………………………………..………………….……....20
Role of Entertainment in Media……………………………..…..……….......20,21
Important Source of Entertainment in Media………………..…..…………...21-23
Multitask Much?………………………………………..……………..……....23
Impact of Television ………………………………………..……….………...24
Effects of Video Games………………………………………..……..………24,25
3.4 Business……………………………………………................……………..……25
Signifance………………………………………….………………….………25
Major Benefits of Social Media on Business Growth and Performance……….….26,27
Negative Impact of Social Media on Business…………………………................27
3.5 Society…………………………………..…………………………........................28
Impact of Internet on Society…………………………………………………….28
Impact of Social Media on Society …………………………..…………………29
Positive Effects of Social Media on Society……………………..…………..29,30
Negative Effects of Social Media on Society………………………..………….30
3.6 Comparison of Supporting Variables and Relationship Each Other…..........30,31
3.7Overall Impact of Supporting Variables on Media…………….……...............31,32
3.8 Analysis of Questionnaires………………….…………………………..………32,33
Chapter 4
Findings…………………………………………………………………………………34
Conclusion……..………………………………………………………………………...35
Recommendation………………………………………………...………………….......36
Reference………………………………………………………………………………..37

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Acknowledgement
I offer my sincere thanks and gratitude to ALMIGHTY ALLAH for bestowing upon me the
boons of talent and courage to render the service to my fellows all over the world.
I dedicate this report to our parents, who proved themselves as a source of encouragement,
satisfaction and determination for me to devote my services for larger interest.
A project is the fruit of experiment and experience and it goes a long way to modeling a person
Sir Shair Muhammad and gaining a new insight in that field of research. In this rewarding
experience, one recognizes the help and support rendered by kind heart behind its success.
I would take this opportunity to thank all my teachers, especially Sir Shair Muhammad, the
coordinator of Course name. I would like to thank Sir Shair Muhammad, my project guide,
who sincerely guided and supported and encouraged me in doing the project. Our group
members have also worked very much hard and were involved in every team work and gave
equal contributions for the research, survey and the whole project.
I would also like to show my gratitude towards my family, friends and all others who have
helped and supported me in doing the project.
I hope and pray to Allah that may this report proves helpful and be the source of proper
knowledge and learning for the general public readers.

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Abstract
The topic of this research report is “Revolution of Media in Pakistan”. This report is assigned
by our business communication course instructor Sir Shair Muhammad. We got 37 days to
complete this report and our topic was approved by the Sir on 15th
November, 2018.
The main variable of our research report is Media. Supporting variables are: Promotion,
Entertainment, Society, and Business. The target audience of this research report is general
public (teachers, employees, students, youth, etc) because nowadays everyone is influenced by
social media but the most influenced one is our youth. In this research paper we have discussed
that what influence media have in our society, how media is use for entertainment, how media
influence businesses and how it is used for the promotion in marketing of goods and services. In
this report we have also discuss about the two research papers we have taken from the website
www.emeraldinsight.com recommended by our course instructor. We also did research surveys
from 50 members on how much they are influenced by media and how they use social media in
their daily lives, to make our research accurate at the maximum level. This report is completed
because of the full support of our instructor and good coordination among the group members.
We hope that this report could be useful for people who are interested in this topic as the especial
reason behind choosing this topic the interest of people in social media. Media is affecting us in a
good way as well as bad way. It is us who make decision that how much we want to involve
ourselves in media and in what way.

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Chapter 1
“Introduction”
1.1 Background
Research Area
Media:
Media is the plural form of medium, which describes any channel of communication. Media is a
form or a mode of communication which can be done through print, electronic, or social channel.
The main means of mass communication (broadcasting, publishing, and the internet) regard
collectively.
Supporting Variables
1. Promotion
It refers to the entire set of activities, which communicates the product, brand or services to
the user. The idea is to make people aware and attract to buy the product.
2. Entertainment
An event, performance or activity design to entertain others i.e. music, dramas, movies,
news, etc. that give pleasure to people.
3. Society
A large group of people who live together in an organized way, making decisions about how
to do thing and sharing the work that needs to be done.
4. Business
The process of buying and selling or exchange of goods and services in order to make a
profit.

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Industry
Industry is general. It is focusing on all or some sectors relating to our topic.
1.2 Problem Statement
In 2011 it was researched and collected on (The power of qualitative research in the era of social
media) and in 2014 a second research was collected on (Media relations in an evolving Media
landscape). In these both researches one has studied about the electronic media such as Twitter,
Face book, MySpace, etc and the other research report is about the media relations in an evolving
media in Singapore. The research gap is that in past there is less research on promotion through
social media and effects of media on society. Mostly it is researched on entertainment and
communication through media.
The significance of research gap is that in past there was very limited access of people to the
external world. In the name of social media they have mainly radios through which they get
information of the external word but now people have more access to the external world because
of the advancement in social media such that now there is Skype, face book, twitter etc for
communication with other people and sharing views. And websites like Linked in which are the
hiring agencies which help people to share their resumes and organizations can hire them they
need less effort for that, comparatively they need to when there is no such websites. So the
difference between past and present social media is huge and today’s social media has evolved a
lot.
1.3 Research Objectives
1. To identify which promotion activities are mostly followed by Pakistani organizations and
what is their impact on development of media.
2. To examine the effects of entertainment on the revolution of media.
3. To learn how the society is being affected by the revolution of media.
4. To find out the causes about how media is giving progress or down fall to businesses of
Pakistan?

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1.4 Scope Of Research
Media is a mode of communication either through one or more than one channels. The history of
media starts when people started living in colonies. However, development in media is made
with the passage of time and it is still revolutionizing. Pakistani media is powerful and
independent and the most dynamic and outspoken in South Asia. It enjoys a freedom of
expression and reflects a multi-linguistic, multi-ethnic and class-divided society. A person who
wants to make their career in this field has great opportunities in this field such as production,
film making, anchoring, animation and etc.
Our report has benefits on all fields. People from all fields of life can get benefits from our report
as it covers information that helps especially students, teachers, and business men in making
reports and doing research work.
1.5 Literature Review
Literature Review 1
Pang, (2014) researched on Media relations in an evolving Media landscape. The purpose of this
paper is to test viability of the media relations framework. This study has examined the rigor of
the Mediating the Media model, in Singapore’s evolving media landscape where traditional
media still dominates against the emergence of social media. By conducting in-depth interviews
with public relations practitioners who were ex-journalists, the findings provided that The model
posits two sets of influences, i.e. internal (journalist mindset, journalist routines and newsroom
routines) and external (extra-media forces and media ideology) in media relations. Internal
influences were found to be more prevalent than external influences and journalist mindset was
the most pervasive factor influencing media relations. Findings showed that internal influences
played a more dominant role than external influences. The findings here are based solely on
interviews and some claims cannot be corroborated. As this is a qualitative study situated in one
country, it is also not generalizable and this research has been made from the media sector. The
recommendations for this report is that they should use more research techniques to make their
research more focused toward the topic and can find more information related to topic from other
research techniques like survey, theoretical work, secondary analyses by ‘experts’ and reports,
documentaries, Newspapers, articles, research journals and they can do research on more than
one country but they have only chosen Singapore for their research. This research is not
applicable to other countries.

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Literature Review 2
Braithwaite and Patterson, (2011) studied the power of qualitative research in the era of social
media. This paper aims to provide a critical look at the advantages and limitations of such an
approach to understanding brand perceptions and attitudes in the market place. Although the
social media provide a wealth of data for automated content analyses, this review questions the
validity and reliability of this research approach, and concludes that social media monitoring
(SMM) is a poor substitute for in-depth qualitative research which has many advantages and
benefits. The paper presents a detailed, systematic comparison of various research approaches
which include well-established methods and recent inventions which are in use to explore and
understand consumer behavior and attitudes. Particular attention is given to the analysis of
spontaneous consumer attitudes as expressed through the social media and also in qualitative
research interviews. This analysis concludes that there are three critical features which
differentiate qualitative research (as practiced in IDIs and group discussions) from SMM.
These are: the direct, interactive dialogue or conversation between consumers and researchers;
the facility to “listen” and attend to the (sometimes unspoken) underlying narrative which
connects consumers’ needs and aspirations, personal goals and driving forces to behavior and
brand choice; and the dynamic, interactive characteristics of the interview that achieve a meeting
of minds to produce a shared understanding. Philosophically, it is this “conversation” that gives
qualitative research its validity and authenticity which makes it superior to SMM.

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Chapter 2
“Research Methodology”
2.1 Study Approach
We use both approaches that is secondary approach and primary approach
2.2 Data Source
1. Books
2. Research paper
3. Library sources
4. Internet sources (Social media)
5. Newspaper
6. Personal experience (Questionnaire approved by course instructor)
2.3Target Audience
General public (Especially Youth of Pakistan)

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Chapter 3
“Data Analysis”
Media
Media is a mode of communication either through one or more than one channels. It is a very
powerful change agent due to its great influence on believes and behavior of customers. Mass
communication has become an essential ingredient in the modern and dynamic society. We can
start our discussion of media by defining and describing the history of media and different kinds
of media that is used by the general public.
History of Media
The history of media starts when people started living in colonies. However, development in
media is made with the passage of time and it is still revolutionizing. In ancient times verbal
communication is used as a mode of communication or media and with the development this
place is taken by print media when it is introduced and this media made great development and
was at its peak before the development of radio and television as electronic media because at
time newspapers, books, and magazines were the only source of media.
Development of electronic media had revolutionized media and brought people more closely to
each other and now this place is taken by the social media which is the most powerful form of
media.

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Types of Media
The three main types of media are:
1. Print media
2. Electronic media
3. Social media
1. Print Media
Print media is one of the oldest and basic forms of communication and it is used to describe the
traditional print based media which includes newspapers, books, magazines, posters and other
forms of printed media.
Print media is a great source of providing information and transfer of knowledge. It has a deep
and long term impact on reader’s minds because of in-depth reporting and analysis. Magazines
and newspapers are the dominant traditional print media used in advertising.
2. Electronic Media
Electronic media is a type of media through which one can spread information and communicate
to a mass public with the help of electronic devices and digital means. Electronic media is
broadcasted to the wider community as compared to print media. It includes Television, Radio,
Internet, Smart phones, etc.
3. Social Media
Social media can be described as websites and applications that enable users to create and share
content or to participate in social networking. Social media is a most influential form of media
which influences all norms of life including entertainment, society, business, and culture etc.
Social media has turned a world into a global village. It is computer based technology that
facilitates to sharing new and innovative ideas or information with the general public throughout
the world. Users can be connected with social media through computer smart phones, and
different websites.

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Pakistani Media
Pakistani media is powerful and independent and the most dynamic and outspoken in South Asia.
It enjoys a freedom of expression and reflects a multi-linguistic, multi-ethnic and class-divided
society. In Pakistan, PEMRA is responsible for regulating and issuing channel licenses for
establishment of the, print and electronic media. A person who wants to make their career in this
field has great opportunities in this field such as production, film making, anchoring, animation
and etc.
Evolution of Electronic Media in Pakistan
Pakistani media as you witness today does not appear same decades ago. In electronic media, it
starts its journey as a black and white TV and limited entertainment options. It travels a long
journey and its journey is mainly divided into four main eras:
1. Ayub’s era
2. Zia’s era
3. First private TV channel
4. Mushraff’s era
1. Ayub’s Era
On November 26 1964, Pakistan Television Corporation came
into being under the ministry of information headed by
UbaidurRehman with NEC joint venture collaboration. The first
official television station of PTV commenced transmission
broadcast from Lahore.
2. Zia’s Era
Television was brought under the Islamalization campaign; Heavy censorship was exercised on
the media to safeguard the glory of Islam.
3. First Private TV Channel
The first semi government channel was “Peoples
Television Network” (PTN) later name was STN. In 1990,
STN under an agreement with the private company
(Interflow) started the first ever private TV channel of
Pakistan, Network Television Marketing (NTM) which
came as a breath of fresh air to the Pakistani viewers due
to its fresh and innovative programming.

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4. Mushraff’s Era
The government issued the Pakistan Electronic Media
Regulatory Authority (PEMRA) ordinance in March 2002
that allows the establishment of television channels in the
private sector.
The entire journey travelled by Pakistani media is full of hard work and dedication.
Role Of Pakistani Media
Pakistani media highlights the problems of society, corruption scandals, social evils, and etc.
Beside this it also promotes positivity, introduces positive image of Pakistan on international
level, promotes talent and awareness among public on many issues.
Media Landscape In Pakistan
Pakistan has one of the most vibrant and diverse media landscapes in South Asia. To a large
extent, media enjoys freedom of expression despite direct and indirect pressures from
Government and other political stakeholders.
The print media in Pakistan is diverse as from the national to the local level hundreds of
newspapers are published in national, provisional and international language targeting the
opinion makers, politicians, the business community. Beside this, many weekly, monthly and
annually magazines are published in different languages.
Besides that 138 commercial and 40 non-commercial radio channels and around 117 television
channels are licensed by PEMRA which telecasts different entertainment programs, news &
current affairs, educational programs, films, political talk shows and sports program round the
clock. The television channels have a combined viewership of 124 million.

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Apart from the print and electronic media, there are 30 million Internet subscribers, out of
whom 8 million are part of the social media networks such as Face book, Whatsapp,
Instagram, You tube etc... More than 80% of these internet users spend more than one
hour on the social media networks every day which are most of the youth.
Importance Of Media
The importance of media cannot be denied as mentioned above it has a great importance
in various fields of life such as business, education, health, and etc. The media is the single most
powerful entity on Earth today, they have the power to create and change the mindset of
audience. It raises awareness about many social issues like corruption, terrorism, drug addiction
and violation of human rights.
Sometimes it is used as a propaganda machine to persuade people into believing selfish ideas of
a specific group that don’t like peace in the world especially in the specific country or
community.
Modern media comes in many different formats, including books, magazines, newspapers,
television, movies, video games, music, cell phones, various kinds of software, and the Internet.
Each type of media involves both content, and also a device or object through which that content
is delivered.

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1. Promotion
Promotions refer to the entire set of activities, which communicate the product, brand or service
to the user. The idea is to make people aware, attract and induce to buy the product, in preference
over others.
There are several types of promotions. Above the line promotions include advertising, press
releases, consumer promotions (schemes, discounts, contests); while below the line include trade
discounts, freebies, incentive trips, awards and so on. Sales promotion is a part of the overall
promotion effort.
Promotion Through Social Media
Social media allows businesses to be in direct contact with target customer. Social media
marketing is inexpensive and gives brands instant reach to billions of active users. For these
reasons, social media has proven to be one of the most effective channels to promote products
online.
Social media present great marketing opportunities for businesses of all sizes. You can use social media
to:
✓ promote the name of your brand and business
✓ tell customers about your goods and services
✓ find out what customers think of your business
✓ attract new customers
✓ Build stronger relationships with existing customers.
Advantages Of Using Social Media For The Promotion
Social media marketing has many advantages:
✓ Broad Reach - social media can reach millions of people all around the world
✓ Ability To Target Particular Groups - many forms of social media (e.g. Face book,
Twitter, Instagram) allow businesses to target specific groups, often in particular locations
✓ Free Or Low-Cost - many forms of social media are free for business, and paid options
are usually low-cost
✓ Personal - social media allow you to communicate on a personal basis with individual
customers and groups

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✓ Fast - you can quickly distribute information to many people
✓ Easy - you don't need high-level skills or computer equipment to participate in social media.
The average person with a standard computer should have no difficulty.
Disadvantages Of Using Social Media For The Promotion
Social media marketing have following disadvantages on promotion:
✓ Exposure To Competitors - Social media marketing enables you to study your
competitor’s strategy. However, they can still study your business methods through your
social media platform. This puts your business at the risk of being outdone.
✓ Needs Qualified Personnel - In order to focus on core business issues, you will have to
employ qualified personnel to manage your account and have the traffic under control. This
implies that you have to invest both in apparatus and salary for quality outcome.
✓ Slow Returns On Investments - Social media marketing is a long term online
marketing strategy and one cannot expect returns in an overnight. For companies looking for
quick results, implementing traditional methods like word of mouth would be appropriate
✓ Time Consuming - People may deliberately ignore your page because they may be
interested in other sites. To get them to appreciate and share your posts may take time. For
this reason resources in terms of money and time must be allocated to ensure frequent
publishing of aesthetic posts.
Sites that can be use to promote the products:
✓ Face book
✓ Instagram
✓ Twitter
✓ LinkedIn
✓ Pinterest
✓ Snap chat
✓ Google+

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Why Marketing Through Social Media Is A Must For Business?
Consumers Will Be More Receptive To Your Messages When Marketing
Through Social Media.
Users are active on social media platforms because these channels offer a fun and easy way to
network, keep in touch with friends and family, and stay connected with what’s going on in the
world. Typically, users are not on these channels with the expectation that they are going to be
marketed to. But this does not mean that social media users aren’t following and interacting with
their favorite brands.
Marketing Through Social Media Can Help Increase Brand Recognition.
Another benefit of marketing through social media is that it helps you improve visibility, and
thus increase recognition for your brand. Your business social media profiles present new
opportunities to share your content and really present your brand’s voice and personality. By
posting compelling content that adds value for your target audience, you are making your brand
both more accessible and familiar for new leads and current customers.
Different Social Media Channels Help You Reach Specific Audiences.
Another benefit of social media marketing is that you are able to strategically target different
audiences based on the channels that your brand is active on. Rather than just putting your
marketing message out there for everyone to see, you can reach your target market and work to
drive more qualified leads back to your site. The more relevant this traffic is, the more likely you
will be to boost conversion rates. No matter who you are trying to reach, you can find your
audience on one of the many popular social media channels that consumers are using every day.
Social Media Advertising Allows You To Target And Retarget Ideal
Consumers.
Though social media advertising services does require a bit of an up-front investment, social ads
can do a lot to complement the organic campaigns that you are running on your social media
channels. With sophisticated targeting capabilities, social media platforms like face book help
you target your ideal buyers, which allows you to drive more relevant traffic to your site. This is
the best way to get the most out of your marketing spend.

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Marketing Through Social Media Is Cost Effective.
One of the greatest benefits of marketing through social media is that it helps you cut marketing
costs without sacrificing results. Most of your social media results will come from investing time
in creating and publishing content as well as having conversations with your fans and followers.
Even if you decide to make social media advertising a significant part of your social media
strategy, you will still find that social media marketing is cost effective.
Marketing On Social Media Leads To Higher Conversion Rates.
According to Hub Spot, social media has a 100%
higher lead-to-close rate than outbound marketing
tactics. That could be because every post you make
and each interaction you have on your social media
channels is an opportunity to convert an interested
lead into a happy customer. By building a report
with your leads and customers and posting valuable
content on a consistent basis, your brand can work
to improve trust and credibility, which leads to
more conversions.

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2. Entertainment
Social media has become a new form of entertainment. According to a research study performed
88% of consumers increasingly use Face book and Twitter to supplement traditional
entertainment experiences. Within the study, it was found that consumers spend more time on
social media platforms on a weekly basis than watching TV, viewing films, or finding clips on
YouTube; even more than listening to music and texting. Even when people are watching TV or
films, they are also on social media. The platforms act as a sort of connective tissue allowing
consumers to multitask during their entertainment experience.
Role Of Entertainment In Media
Entertainment is a form of activity that holds the attention and interest of an audience, or gives
pleasure and delight.
It can be an idea or a task, but is more likely to be one of the activities or events that have
developed over thousands of years specifically for the purpose of keeping an audience's
attention.
The media and entertainment industry consists of film, print, radio, and television. These
segments include movies, TV shows, radio shows, news, music, newspapers, magazines, and
books.
Although people's attention is held by different things, because individuals have different
preferences in entertainment, most forms are recognizable and familiar.
In general, media and entertainment jobs include reporters, correspondents, and broadcast news
analysts; writers and authors; editors; photographers; graphic designers; translators; film and
video editors and camera operators; broadcast and sound engineering technicians; announcers;

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producers and directors; and performers—from actors to musicians and composers. The workers
who are behind the scenes and focused on the business side are public relations people, talent
agents and representatives, marketing managers, entertainment lawyers, and distribution
workers, among others.
We can still access our media and entertainment the old fashioned way, if we choose, by reading
publications on paper and watching TV shows on our televisions. But thanks to the Internet and
growth of digital content, media and entertainment is now available to us 24/7 through
computers, smart phones, tablets, and eBook readers. Wherever we are—whether in an airport,
restaurant, at a concert, or doctor’s waiting room—we can go online nearly any time to watch
TV shows and movies, listen to radio shows, read books and newspaper articles, and more.
Digital video recorders (DVRs) also free us from being glued to our televisions at programs’ air
times—we can record the shows we like and watch them when it’s convenient, which is great for
us but not so great for advertisers counting on prime-time viewers to see their commercials.
In Pakistan, media is working freely and independently. In case of electronic media there are a
number of channels are working including news, sports and entertainment channels. It is the
responsibility of media to highlight those issues which are good for the public and discourage
unethical factors of the society. Sometimes media besides spreading the root causes of any issue
contributes to multiply wordings over some issue and crises. Media should be very sensitive
while presenting its country towards the world.
Media enhance the knowledge of public and communicates all the happenings to the public.
Media industry of Pakistan is growing fast with much potential and seemingly bright future
ahead. Media should not use negative tools to increase their viewership.
Important Source Of Entertainment In Media
The two most important source of entertainment media are:
1. Television
2. Internet
1. Television
Television occupies an important place in our
life and it is considered to be a major source of
entertainment and learning for people and
society, especially the youth. Television
programmers such as dramas, news, talk shows,
and sports etc. which are on aired on television
have a different impact on different age group

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people. Television is the most interactive means of communication and has a great influence on
our social and cultural values. It introduces and promotes culture more virulently than print
media.
Although it physically provides time to spend with our family but during the whole duration the
members of the family doesn’t talk to each other. It also has bad impact on mental and physical
health.
It also spreads negativity through spreading false news, showing negative things among
audience. On the other hand, it provides awareness about many diseases and knowledge through
on airing different educational programs among audience especially youth.
2. Internet
Internet has a great influence on entertainment and media as it has removed all barriers of
communication. The main impact on entertainment is through social media and it has made our
lives simpler and easier. Social media is a most influential form of media which influences all
norms of life including entertainment, society, business, and culture etc. Social media and
internet has turned a world into a global village. Social media provides a vast exposure to
entertainment through many websites such YouTube, Face book, Instagram, Snap chat, and
Whatsapp etc. and provides a few minutes of relaxation and happiness in the busy scheduled life.
It introduces and promotes new fashion more virulently and makes it popular among its users. As
it is a source of entertainment so it also provides exposure to the online games and e-reading.
Although it has many benefits on life but it also has some negative impacts as it provides wide
exposure so sometimes it spreads or viral negative things so immediately that effects the mindset
of youth which are majority users of social media and waste their time using social media.
It also has bad impact on our physical and mental health as it bound audience to the electronic
gadgets and they could not get time to play physical games and interaction with others especially
with the family.

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Scholars have long noted the importance of the media in shaping citizens’ attitudes about crime
and justice. Most studies have focused on the impact of news and particularly local TV news, yet
people spend far more time watching entertainment media. We examine the portrayal of police
misconduct in crime dramas, and how exposure to these portrayals affects perceptions of the
police. We find that viewers of crime dramas are more likely to believe the police are successful
at lowering crime, use force only when necessary, and that misconduct does not typically lead to
false confessions. In contrast, perceptions regarding the frequency of force are unaffected. Our
results add to a growing literature demonstrating the importance of entertainment media for
attitudes toward crime and the criminal justice system.
Multitask Much?
Who benefits from consumers multitasking while watching TV or films? The shows and films
that consumers are loving and posting about. From the study, comedy, reality TV, sports, and
cable news are the categories of shows most posted about. Almost one quarter of Face book
users post about what they are watching while over one-fifth of tweeters post about what they are
watching.

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Impact Of Television
Since the origin of Television, it has always had a
great impact on Entertainment society. However, it
has some negative effects on children. Research has
shown that due to seeing violence on television.
Negative Impact
✓ Children may become less sensitive to the pain
and suffering of others
✓ Children may be more fearful of the world
around them.
✓ Children may be more likely to behave in aggressive or harmful way toward others.
Positive Impact
✓ We are informed through the television of the latest news, weather, and information which
are important in our daily lives.
✓ Through television we can be warned about almost anything from a hurricane approaching to
the fact that the stock market is falling.
✓ Television is a great way of educating the people throughout society with important issues
that affect our daily lives
✓ Finally, television serves as a source of entertainment. Televised games create an initial
interest in the sport and generate a fan base.
Viewers who are interested, get educated through these sports events. For example, Hockey
broadcasting offers an educational aspect for viewers.
Effects Of Video Games
The rise of video games is starting to cause an impact on
everybody. Instead of just watching video games make the
person become active participant rather than being just a viewer.
97 percent of teenagers between the ages of 12-17 play video
games
✓ Study shows that teens who play video games are:
✓ More prone to confrontation with their teachers
✓ See a decline in school achievements
✓ Tend to be more aggressive
✓ May engage in fights with their peers

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Video Games Also Result In
✓ People interacting with each other and Making
new friends.
✓ They are also more creative than people that do
not play video games.
✓ Video games help teenagers follow Instructions
✓ Video games increase problem solving and
Logic
✓ Video games improve hand-eye coordination
3. Business
Social media tools are gaining popularity and are increasingly used in regular operations of many
companies, ranging from start-ups and small and medium enterprises to large corporations.
Despite extensive use of social media, little is known on the specific impact that these tools and
technologies have on business process performance.
The business impact may be due to the impact of social media on management, governance, on
knowledge management, on strategic competitiveness. Social media is the new buzz area in
marketing that includes business, organizations and brands which helps to create news, make
friends, make connections and make followers. Business use social media to enhance an
organization’s performance in various ways such as to accomplish business objectives,
increasing annual sales of the organization. Social media provides the benefit as a
communication platform that facilitates two-way communication between a company and their
stock holders.
Business can be promoted through various social networking sites. Many of the organizations
promote their business by giving advertisement on the social media in order to attract maximum
users or customers. Customers can connect and interact with business on a more personal level
by using social media. If an organization has established a brand, social media may help this
organization to develop the existing brand and give the business a voice. With the help of social
media organization can make their strategy to promote their organization.
Significance
Internet connects the world and makes communication very fast and simple. The same with
applied for business, makes customers, invertors, suppliers and everyone who is associated with
the company connected. This study helps understand Social media as a medium to connect
business with world and its positive outcomes on performance and growth.

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Major Benefits Of Social Media For Businesses
The following are the major benefits of social media for business:
✓ Improved Customer Insights - The business gets a better understanding of their
customers and they can always share their insights as they are aware that the company is
listening to them. Social media allows them to see what potential customer’s opinions are
and network with them as well.
✓ Better customer service - Social media allows businesses to respond to their
grievances, questions and concerns almost instantaneously. Customers want to be assured
that, if they have a problem the can receive help at the earliest. According to Forbes, 71% of
consumers who receive a quick response on social media say they are more likely to
recommend that brand to other people.
✓ Cost efficient - When a business in running on a fixed marketing budget, social media is
the most cost-efficient way to market and promote the business. Websites like face book,
twitter, pint rest, etc, allow any business to share their content for no cost at all. Hence Social
media is an affordable advertising platform.
✓ Connectivity - The business will always be connecting to the customers in terms of
changing preferences, lifestyles and resources and adapt to the changing interest of the
consumers. Companies will also be able to cater to the dynamic interests and innovate on
their marketing campaign accordingly.
✓ Establishing Brand Awareness - Through social media it is possible to increase the
brand awareness among customers as businesses can create awareness by building company
image.
✓ Sales - Through the increased exposure on social media, it drives traffic into the company.
This in turn converts the potential customers to actual customers. Therefore, increasing sales.
Impact Of Social Media On Business Growth And Performance
With Social media growing at an astronomical rate, there is a tremendous impact on business and
the business of marketing. Social media helps develop business tactics. Famous websites like
face book, twitter, LinkedIn and pinetrest show an opportunity for business to grab the attention
of the customers and simultaneously build brand image. These social networks allow business to
use and show many tactics and create a brand profiles like fan pages, contests, sweepstakes, etc.
Social media also shows what are the likes and preferences of our friends and family and
accordingly decide on the product based on their peer’s preference over glossy magazine
advertisement. When there is an unhappy customer he blogs and writes about it on the many

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social networking sites, with a strong online presence, any company can tackle that situation by
using their own unique way of innovation the product and its customer service.
When creating a social media marketing strategy, it is worth thinking very carefully about who is
being targeted. There will be people within the social networks who may not necessarily be
customers, but who nevertheless can have a massive impact on the marketing efforts. Forrester
Analyst, Augie Ray broke the various types of social media influencers into three distinct
categories:
✓ Social Broadcasters
✓ Mass Influencers
✓ Potential Influencers
More than 80 per cent of that population is made up of
“potential influencers”. It is worth making the effort to
identify who these people are in your network and
connect with them to attract shares and likes which
ultimately help to spread your brand name.
While social media serves as a ladder to the betterment of business performance and growth,
there are certain demerits of using social media as well. If not handled properly may turn out to
be a reason behind the downfall of business performance.
Negative Impact Of Social Media On Business
In business filed social media is not entirely risk free because many of the fans and followers are
free to post their opinion on a particular organization; the negative comment can lead the
organization to failure.
✓ Many of the large organization have fallen victim to the hackers.
✓ The wrong online brand strategy can doom a company, and put at a huge viral social
disadvantage.
✓ Getting involved with Social Media is very time consuming. As an organization you should
assign a person to always bolster your pages and profile with significant substance.
✓ Most companies have difficulty measuring the results of social media advertising.

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4. Society
The revolution of media has played an important role in strengthening of democratic institutions in the
country. Media known as the fourth pillar of democracy has enormous impact on our life. In current era is
called the era of communication dominancy. Undoubtedly, impact of media has a specific place in the
evolution and the development of human society. The impact of this new media on society is varied
in both positive and negative outlooks.
It plays an important role in sociability process, educating public, raising awareness, training
and learning cultural, social, and political norms, and therefore, as a mean for controlling and
monitoring. In addition, it proves as the carrier of cultural, political, social and economic values
of a society which transfers legal and value aspects from one generation to another so as to help
the survival of system, prevention of generation interruption and covering sociability process.
Beside this it has also some negative impact on society i.e. youth and children who are mostly
users and viewers of media try to copy what they watch or see on it and get so much involved in
it that they neglect their studies and health. Sometimes what is published or on aired portraits a
negative image on the minds of audience and international level.
Impact Of Internet On Society
Internet being the source of media makes everyone
a publisher and everyone a librarian, in that anyone
can both produce and retrieve an unprecedented
amount of information without confirming the truth
of news which causes depression and aggression
among audience. Any person with Internet access
can gain information about any issue, event, or
place, without the restrictions of time, expense,
geography, and politics that used to limit such
information gathering. At the same time its gives
opportunity to learn about foreign cultures and
perspectives directly from the sources.
In fact, the Internet does provide ample opportunity to gain knowledge about faraway places,
and interacts people living in different geographical location. So it seems to be an ideal medium
for establishing the sort of "cyber-peace" that is so earnestly desired. But in reality it is not ideal
medium and spread false news which give rise to many social and ethical issues.

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Impact Of Social Media On Society
As we all are aware of social media being the integral part of today’s society has an enormous
impact on our society. Many of the social media sites such as Face book, Whatsapp, Twitter,
You Tube and etc. are popular websites in which Face book is the most popular and widely used
social media site for sharing purpose. Some social media sites have transformed the way people
communicate and socialize with each other on the web. Social networking sites reconnect people
with their old friends, colleagues and mates and also help people to make new friends, share
information, pictures, audios, videos amongst them. Social media has also digitalized the society
and changed the life style of a society.
Positive Effects Of Social Media On Society
✓ Social media is a way to enhance connectivity because it connects people with their friends,
family, and colleagues all over the world living at different geographical places and turned
the world into global village. Moreover, it also helps to share ideas beyond the geographical
boundaries.
✓ It keep us in touch the world as due to easy access of social media you can easily get the
information about what is going around the world and learn about different civilizations and
cultures.
✓ Communication through social media is fast and more efficient and massage take only few
seconds to deliver while communication through other medium takes time from minutes to
days to deliver massage to anyone.
✓ Social media is used to educate young people and has a lot of benefits on teachers and
students. You Tube is a social media website which is widely used by students and teachers
to get knowledge on various subjects. Research shows that 59%of schools say that their
students use social networking for educational purposes.
✓ Social media can be used for various noble causes like social welfare activities and
promotion of Non-Government Organizations (NGOs). It creates awareness among society
about many social issues like corruption, terrorism, drug addiction, diseases and violation of
human rights.
✓ Sometimes social media proved beneficial for mental health as a user can easily express
his/her emotion online which affect mood.
✓ It helps to relieve social isolation but also open new communication pathways. It allows
people to share their thoughts without revealing their identity which develops an enhanced
talent of self-expression without any fear.
✓ It provides open opportunity for all writers and bloggers to write blogs using social sites to
promote positivity and to point out weakness of society.
✓ Another positive effect of social networking sites is it unites people on a huge platform for
the achievement of specific goals which brings positive change in the society.

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✓ Social media sites mostly depend on active participation and sharing of different content
which encourages young people to think outside the box and come up with new and unique
content when sharing information. Hence, it enables young people to be creative and
innovative.
Negative Effects Of Social Media On Society
✓ Its foremost negative impact is that make people addicted waste their time using social
websites which divert their concentration and focus from the particular task especially in
students from their studies.
✓ As it has a great influence on society so it also affect the users negatively especially youth
because sometime photos, videos shared on media contains violence and negative things
which can affect the behavior of teenagers.
✓ Breaking Up Relationships
✓ Although Social media helps in socialization but it weaken relation with family as people
spend more time on these sites connecting to new people.
✓ The biggest worse impact that social networking is having on society is over-sharing & loss
of privacy. Hackers abuse the society by invading on people’s privacy by using their pictures
and other private content false fully.
Comparison Of Supporting Variables And Relationship Each Other
The importance of media cannot be denied as mentioned above it has a great importance in
various fields of life such as business, education, health. It raises awareness about many social
issues like corruption, terrorism, drug addiction and violation of human rights. It is a great cause
of entertainment like Modern media comes in many different formats, including books,
magazines, newspapers, television, movies, video games, music, cell phones, various kinds of
software, and the Internet as compared to impact of media on promotion involves businesses to
be in direct contact with target customers. Social media present great marketing opportunities for
all business sizes. While on the other side it has a great impact on business which includes many
of the organizations promote their business by giving advertisement on the social media to attract
their customers. Business use social media to enhance an organization’s performance in
various ways such as to accomplish business objectives, increasing annual sales of organization.
It has many benefits in the field of business which includes customer insights, coefficient, and
connectivity and brand awareness. In contrast with the business Social media has impact on
society. Undoubtedly, impact of media has a specific place in the evolution and the development
of human society.

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It plays an important role in sociability process, educating public, raising awareness, training and
learning cultural, social, and political norms. Hence this shows that Social Media is having major
impact on all these fields.
Overall Impact Of Supporting Variables On Media
Social media allows businesses to be in direct contact with target customer. Social media
marketing is inexpensive and gives brands instant reach to billions of active users. For these
reasons, social media has proven to be one of the most effective channels to promote products
online. Social media present great marketing opportunities for businesses of all sizes. You can
use social media to: promote the name of your brand and business, tell customers about your
goods and services, find out what customers think of your business and attract new customers.
Benefit of marketing through social media is that it helps you improve visibility, and thus
increase recognition for your brand. Your business social media profiles present new
opportunities to share your content and really present your brand’s voice and personality. One of
the greatest benefits of marketing through social media is that it helps you cut marketing costs
without sacrificing results. Most of your social media results will come from investing time in
creating and publishing content as well as having conversations with your fans and followers.
Social media has become a new form of entertainment. According to a research study
performed 88% of consumers increasingly use Face book and Twitter to supplement traditional
entertainment experiences. Within the study, it was found that consumers spend more time on
social media platforms on a weekly basis than watching TV, viewing films, or finding clips on
YouTube; even more than listening to music and texting. Even when people are watching TV or
films, they are also on social media. In general, media and entertainment jobs include reporters,
correspondents, and broadcast news analysts; writers and authors; editors; photographers;
graphic designers; translators; film and video editors and camera operators; broadcast and sound
engineering technicians; announcers; producers and directors; and performers—from actors to
musicians and composers.
Although it has many benefits on life but it also has some negative impacts as it provides wide
exposure so sometimes it spreads or viral negative things so immediately that effects the mindset
of youth which are majority users of social media and waste their time using social media.
The business impact may be due to the impact of social media on management, governance, on
knowledge management, on strategic competitiveness. Social media is the new buzz area in
marketing that includes business, organizations and brands which helps to create news, make
friends, make connections and make followers. Business use social media to enhance an
organization’s performance in various ways such as to accomplish business objectives,
increasing annual sales of the organization. Social media provides the benefit as a
communication platform that facilitates two-way communication between a company and their
stock holders. - Social media allows businesses to respond to their grievances, questions and

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concerns almost instantaneously. Customers want to be assured that, if they have a problem the
can receive help at the earliest. According to Forbes, 71% of consumers who receive a quick
response on social media say they are more likely to recommend that brand to other people.
Undoubtedly, impact of media has a specific place in the evolution and the development of
human society. The impact of this new media on society is varied in both positive and negative
outlooks. It plays an important role in sociability process, educating public, raising awareness,
training and learning cultural, social, and political norms, and therefore, as a mean for controlling
and monitoring. In addition, it proves as the carrier of cultural, political, social and economic
values of a society which transfers legal and value aspects from one generation to another so as
to help the survival of system, prevention of generation interruption and covering sociability
process. Some social media sites have transformed the way people communicate and socialize
with each other on the web. Social networking sites reconnect people with their old friends,
colleagues and mates and also help people to make new friends, share information, pictures,
audios, videos amongst them. Social media has also digitalized the society and changed the life
style of a society. Social media is used to educate young people and has a lot of benefits on
teachers and students. You Tube is a social media website which is widely used by students and
teachers to get knowledge on various subjects. Research shows that 59%of schools say that their
students use social networking for educational purposes. Another positive effect of social
networking sites is it unites people on a huge platform for the achievement of specific goals
which brings positive change in the society.
Analysis Of Questionnaire
According to our survey we observed that media has a vital role in our society and serve as a
backbone of society. We did our research survey on a limited people which are 50 in members.
Majority of the responders that respond our survey are in the favor of social media, it uses and
benefits. From our survey we found out 72% of people consumes internet in their daily life as
comparatively to newspaper, TV, magazine to know about the political, economical conditions
of country and international and unknown what is trending in the society.
In term of entertainment, 34% of people had new played
the online game only 7% of people plays online game
daily while rest the peoples play online game once in a
week or month. Majority of the people visit face book
and YouTube regularly and the ratio is 58% of face book
or 45% of YouTube respectively. 54% of public use
YouTube to watch various types of video’s, movies and
drama’s while 24% of people use YouTube to watch
news program, or it use for studying purpose.

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As it is fact and also approved by our survey that the most commonly used social media sites is
face book and 56% of the people use it on daily bases while the others most commonly used
websites are Twitter, LinkedIn and Instagram. Beside this 60% of the public feels that it is easier
to express opinion through social websites.
In term of promotion, media is approved to be a good platform for the promotion of product
through advertisement especially television because people are mostly exposed to advertisement
while watching and listening to media and 60% of the public are comfortable to view
advertisement in both English and Urdu language.
In term of business, we observed that face book is a good platform for business but on the other
hands 50% of the public use face book for online shopping and create account on different
websites.
At the end of survey we ask our responder to share
their views about the impact of media on society. 46%
of the public thought that it has negative impact, 16%
of people had no idea about it, 14% of the people
taught that it has positive impact while 24% of the
people taught that it has both positive and negative
impact on society.
After completing our survey we find out that media is
the mixture of both positive and negative. It depends
on person to person that how he/she use it. Beside
this, it has grated awareness, professionalism, understanding and positive collaboration between
people and business.

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Chapter 4
Findings
✓ Pakistani media is powerful independent and the most dynamic and outspoken in South Asia.
It enjoys a freedom of expression and reflects a multi-linguistic, multi ethnic and class
divided society.
✓ Promotional activities that Pakistani media uses includes electronic media where its journey
is divided into Ayub’s era, Zia’s era, first private TV channel and Musharaf’s era.
✓ Pakistan also uses Print media as hundreds of newspapers are published in national,
provisional and international language.
✓ Social media has become a new form of entertainment. Entertainment is a form of activity
that holds the attention and interest of an audience, or gives pleasure and delight.
✓ There are basically both positive and negative effects of entertainment on the revolution of
media.Media enhance the knowledge of public and communicates all the happenings to the
public.
✓ The revolution of media has played an important role in strengthening of democratic
institutions in the society. It plays an important role in sociability process, educating public,
raising awareness, training and learning cultural, social and political norms.
✓ Social media is a way to enhance connectivity because it connects people with their friends,
family, colleagues as well as it also helps in education.
✓ Business uses social media to enhance an organization’s performance in various ways such
as to accomplish business objectives, increasing annual sales of the organization.
✓ Benefits of social media for business includes customer insights, cost efficient, better
customer service, connectivity, sales and establishing brand awareness.

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Conclusion (Chapter # 3)
As the technology is growing the media commonly social media has become the routine for each
and every person, peoples are seen addicted with these technology every day. With different
fields its impact is different on people. Media has great effects many things in today's
generation, including our lifestyle and our decisions made. Although, it is clear that these effects
will shape our current lifestyle. It is obvious that media will always play vital role in
entertainment industry.
Promotional site is best to use for your promotion of goods and services. As now a day’s people
mostly prefer social media. The purpose of a promotion and thus its promotional plan can have a
wide range, including: sales increases, new product acceptance, creation of brand equity,
launching products, positioning, competitive retaliations, or creation of a corporate image.
Business uses social media to enhance an organization’s performance in various ways such as to
accomplish business objectives, increasing annual sales of the organization. Social media is an
essential piece of your business marketing strategy. Social platforms help us connect with our
customers, increase awareness about our brand, and boost our leads and sales. It builds
awareness, as well as social media is gaining popularity and are increasingly used in regular
operations of many companies, including start-ups, small, medium-sized, and large
organizations. Social media is the new buzz area in marketing that includes business,
organizations and brands. Social media provides benefits such as communication platform that
facilitates two-way communication between a company and their stock holders. Business can be
promoted through various social networking sites. Customers can connect and interact with
business on a more personal level by using social media.
As, Social media affects all the norms of society greatly and has various merits but it also has
some demerits which affect society negatively. Social media has increased the quality and rate of
collaboration for students. False information can lead the education system to failure, in an
organization wrong advertisement will affect the productivity, social media can abuse the society
by invading on people’s privacy, some useless blogs can influence youth that can become violent
and can take some inappropriate actions.
Use of social media is beneficial but should be used in a limited way without getting addicted.
Social media is not vulnerable in itself but like other technologies, it has positive and negative
effects. Its effects can be dependent on how it is being used. The media can be used in different
fields and we can make a huge university out of it so as to provide cultural promotions and
awareness in light of improving human life. Although, media can inform, teach, reveal, motivate,
inspire and arose emotions, it can also be harmful and misleading.

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Recommendations
The recommendation aims to improve the quality of media of Pakistan. Media has played a
positive role in continuously supporting the socio-political movements, exposing corruption,
emphasizing transparency and applying pressure for good governance in the country.
✓ Media should be enough educational programs in all societies and cultures, both for women
and men at the same levels.
✓ Media should avoid personal benefits and bias while broadcasting information and news.
Only truth should be communicated to the masses in order to increase the trust level of
people on media.
✓ International entertainment (INDIAN) content that is against our cultural, ethical, moral and
Islamic values must be banned. Only informative and education based international media
content should be accessible to Pakistanis.
✓ Social networking sites like face book, Snap chat, Instagram and twitter should be accessible
between 6 pm to 8 pm so that the students who are the most frequent users of social
networking sites and asset of Pakistan will be able to devote more time to studies and
constructive activities.
✓ Media should portray simplicity instead of materialism.
✓ Sensationalism of news to gain popularity must not be practiced by news media channel.
✓ Showbiz and fashion pages of print media must follow the limits of our culture.
✓ Media should portray things in a positive way which are according to our culture and
religion.
✓ The Government of Pakistan should, on an urgent basis, draft a nation-wide digital
switchover plan, taking broadcasters, distributors and consumers onboard – as a first step to
ensure smooth transition from analog to digital transmission.

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