Role of Media in Influencing Public Policy: An Analysis of Print, Electronic and Social Media in Pakistan
Author: Sadia Ziafat

Media has been considered as the fourth pillar of state due to its utmost importance in the life of general public, government, as well as whole society. This study is particularly concerned about role of media to influence public policy through analyzing print, electronic and social media in Pakistan. Triangulation technique was employed in this study, by the use of different methodologies and different data sources to validate the findings, to enhance the quality, and enlarge confidence on research findings. The methodologies applied in this study include; interviews from professionals having experience in the field of media and policy, analysis of three case studies which got high fame on media and a survey on media users. The experts of media and policy side are interviewed to get their view regarding media’s impact on policy and to find the more accurate and in-depth information. A total of 18 professionals, including media advisors, media analysts, senators and academicians, are interviewed. Along with that, the case study analysis is also incorporated by content analyses of three cases. It was observed in case studies analysis the process of information flowing through media as input source to raise the issue so that in later steps the issue is considered by relevant authorities and some action would be taken. It was also observed that coverage of electronic media is complemented in traditional media. They all work side by side, some medium as originator of issue and others to validate/invalidate it. They are affecting and substantiating each other. The descriptive analysis of the perception survey conducted at general public or media users of Pakistan is done in order to check how they see the overall role of media in Pakistan as well as to see their view regarding Media-Policy relation. It was observed in the survey that most used medium in the country is Social media as well as the least reliable one. It is most popular among youth; people are now directing their attention to the Internet, respondents of age 18-35 have highest percentage of social media use. With respect to impacting public policy, Mainstream media is considered as the most important one. Findings of the study reveal that both, media coverage along with public’s response, simultaneously urged the government to give response towards certain issue. The study findings indicate that media affects public policy making decisions to a certain extent and the role of different media types is on a case by case basis. It was explored in the study that how media has taken part on certain issues, how it has played its role, which led the government to take certain action. This is how the study examines the power and influence of media on public policy. Supervisor:- Dr. Miraj ul Haq

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Keywords : Electronic Media in Pakistan, Media in Influencing, Print Media in Pakistan, Public Policy, Social Media in Pakistan
Supervisor: Miraj ul Haq

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