A common man now has the choice of using print and electronic media or listening to people if he has interaction with them in workplace or any other place. Most people choose the first option. There is now less communication in person. The media in all forms has become an important aspect in everyday life. It has gradually taken the role of forming and shaping the opinions of people towards issues which later on become trends of society.
Freedom and introduction of so many channels is a blessing if utilised properly and to its optimum. To shoulder heavy responsibilities need a careful planning from objectives to the achievement of mission. It is a team work based on monitoring the pulse of the latest situation and the emerging trends in the society due to outside and inside influences. Education and experience matter a lot in this field, especially for the programmes dealing with the national issues need scrutiny at all levels.
What, when, how and who to communicate the actual ground realities with what desired outcomes. Awareness and qualification can give a layout and techniques to handle the issues. Who is communicating and how is he delivering the message, having a grip on the situation and an eye on the sensitivities is very important. Here comes the role of maturity and experience.
Running a show for the sake of getting attention and creating an environment of allegations/counter allegations is not at all what people want. The main emphasis is to make people aware of the problems the country is going through. Comprehension of issues and finding amicable and positive solutions is a must.
Making the audience mentally strong is also the responsibility of the media, so that people do not fall prey to negative propaganda. They must have a sense and vision to differentiate between right and wrong when it comes to national and sensitive issues. Their resilience to negative propaganda must be strengthened.
People are more concerned about their own role as citizens. They need to be apprised about their contributions in all forms when it comes to protecting the national honour, showing solidarity and fighting terrorism. People need direction and line of action from their leadership. Awareness into such issues would lead to more practical steps from not only political leadership but all influential members of the society. Freedom of media is not only a concept but a revolution which can bring a positive change and overcome the turmoil in society. Media has to keep a balance when it comes to responsibilities and commercialism.
ANWAR PERVEEN
Islamabad
