To inform and create awareness or shock and sensationalise?
Pakistani news channels have become more than a source of disseminating information; they have become a business to earn more revenue to seek more audiences. Moreover, the exaggerated and sensational language of Pakistani news channels causes chaos, restlessness and impatient approach in the society, which can ultimately cause irrational and unsympathetic attitudes in masses. Thus, the impact of language on viewers, culture, psychology, religion, politics, and national and foreign affairs, is colossal.
Since Pakistan has a low literacy rate and the illiterate population cannot access print media, television is the only medium that can be used as a vital source to bring a consensus on serious issues. However, during recent years in Pakistan, credibility and objectivity of news has been relegated to secondary position, while the amount of panic it causes has become the prime focus. Sensationalism has become its bedrock, as market-driven language seems to be the objective of most of our television news channels. Insignificant news catches priority in headlines while over exposure of acts of leaders, degrading politicians’ image, language manipulation in current affairs talk shows, deliberate arousal of conflict at the hands of anchor persons, heated press conferences, and heart-wrenching segments of ‘breaking news’ are blown out of proportion. Anchors further sensationalise and spice up news. What an anchorperson says is sometimes considered the last and final word.
Across the world, there is a clear difference between entertainment channels and news channels. But in Pakistan, news itself has become entertainment. All major incidents, either good or bad, need to be reported, but the main objective should be to inform and create awareness, not to shock and sensationalise. According to Pakistani news channels, it seems there is nothing right, and we live in eternal chaos. People living abroad think we are being shot at every day and there is a war going on in major areas of the country.
The emotional, dramatic element, background music, spicy words and sensational language have become an indispensable part of any news, thus making it a commodity to earn highest ratings and revenue. On Pakistani news channels, anchor persons are trained to be loud and assertive in order to get more ratings; moreover, they must have the skill to arouse anger among participants resulting in verbal spats. Even the language of the most renowned talk shows, which are popular due to their non-serious and somehow sarcastic nature, is not according to the standards set by PEMRA; very offensive and unethical language is being used by the hosts and participants. Mockery of people in the name of comedy, jokes and ironic statements make it more ridiculous. Such talk shows and current affair programs lack ideology, vision and substance. They often remain unable to report facts with credibility, make judgments, form opinions or lead the nation towards more logical and rational solutions of problems. Rather, they make a picture more vague through their verbosity. Mostly, language on Pakistani news channels is scripted and planted, in order to get the desired outcome. In a leaked video on YouTube, anchorpersons were shown planting questions and fabricating the language of the program. This video puts a question mark on the credibility and authenticity of such political talk shows, debates and current affair programs.
News-specific studies suggest that news bulletins edited to display negative material increase both anxiety and sadness in viewers, who were also more likely to ‘catastrophise’ personal worries, than those shown clips edited to display positive material (Johnston & Davey, 1997). According to a research, the majority of the respondents say the language of Pakistani news channels affects negatively the psychology of viewers to a great extent.
Since television can change the viewer’s attitudes and orientation, language of Pakistani news channels has been used as a tool to control ideology of people, moreover, language is manipulated to shape public opinion. Different religious groups use language of Pakistani news channels to penetrate their particular creed among masses. Furthermore, language of Pakistani news channels has been used as a tool by political parties. Even in Pakistan, viewers are more aware now regarding their political participation and voting rights due to impact exerted by language of news channels. From election campaigns to marketing campaigns, or the promotion of US AID programs, language has been used and customised deliberately in order to gain required interests and profits. Even particular ideology has been penetrated into masses through such tools and techniques. Often heated discussions and debates in political talk shows end up in smoke; without any logical conclusion. Rather, controversial language gives vent to new disputes.
To a great extent, language of Pakistani news channels is propagating insecurity through negative propaganda. News channels frequently sensitise information regarding politics, crime, terrorism, celebrity, etc. If we observe talk shows and current affair programmes, language of such shows is very unsettling and loud. In these talk shows, participants use sensational words along with offensive body language that spoils the decorum of the talk show, as they draw a very outrageous picture through their words. If responsible participants of such political talk shows and elected members of Parliament use such words to paint a frightening picture of the socio political scenario, then obviously the general public, especially the youth, will be adversely affected.
Television news channels and other broadcast media are considered to be influential agents of change. Especially in societies where almost all the social indicators portray a negative picture, the role of news channels in bringing social change becomes immensely important. News channels were introduced with the objective to promote awareness, to develop a consciousness about the cultural heritage, social and economic growth of the Country, and to provide a direct linkage with the world around. The capacity of news channels’ language in bringing changes in society at a grassroot level has been realised by policymakers right from the beginning. Thus, the language of Pakistani news channels can serve as proper ambassador of the masses, if it mirrors issues without any prejudice and mitigates its ever increasing desire for more audiences and ultimately for more revenue.
The writer is an M Phil in Applied Linguistics from Kinnaird College, Lahore. She writes on social and anthropological issues and can be reached at [email protected].
LOL. The level of this newspaper can be judged from this piece.
A timely column which draws the attention of us all. The effeminate Minister of Information needs a kick in his behind to wake up and regulate this. By the way who determines this 'rating' thing? I think it is more of a racket than anything else.
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