Byline: Moneeba Iftikhar, Dr. Anjum Zia and Syed Hassan Raza
This research focuses on the public's opinion about the role of Pakistani entertainment channels in accordance with the ideology of Pakistan. Gallup survey found that entertainment channels are most viewed in Pakistan. Religion is the integral part of the ideology of Pakistan so the content presented on media is important to analyze in accordance to values and beliefs. With the survey conducted on the selected sample of 200 people, the research concludes that public accepts as true that Pakistani entertainment channels are deteriorating the ideology of Pakistan.
Media is identified as fourth pillar of estate being an influential instrument to roll out clear and distinctive variations in vision, perspective, character and interest of individuals. Moreover, it represents the culture and ideology of a state worldwide highlighting the issues (Ali, Nawaz, and Hassan, 2014).Television is the most powerful tool and its utilization is directly proportional to influence.It leaves strong impact changing attitudes, behaviors, customs, traditions and values. Initial setup of digital TV launched in Karachi, Pakistan in 1980 covering all urban communities till 1998 without any standards, rules or regulations. The legislation of Pakistan endorsed satellite TV in June 2000 making its core purpose clearfortransferring information, knowledge and education providing decent programs. Considering the three-dimensional role of television itoriginatedas significant and productive medium for mass communication in Pakistan, easily accessible to allIrshad (2014).
Television is more necessity than luxurynow with increasing viewership. The most unacceptable flaw observed is the propensity to convert everything into entertainment rather than journalistic.PEMRA conducted a study in 2004 about the favorite channels and programs andits impact on viewers finding13.2% increased viewership of cable television in last three years. Viewership of current affairs' program is 34%,entertainment programs 52% and 18.25% viewers take television programs as a source of immorality. Gallup survey 2014, also concluded that viewership of the entertainment channels is the highest in Pakistanby Umair, Amin and Rasheed(2014). Pakistan is an ideological state where, religion is the integral part of ideology but not constructed on the base of religious zealotry. Islam itself was not the 'ideology' of Pakistan rathera belief of being two nations that provided the base for country said by Whaites (1998).
Being an ideological state, Islamic Republic of Pakistan obligated itself to follow a certain code of conduct in every field whether governance or media. Therefore, PEMRAclearly statesin clause 27a thatmedia and distribution channels are prohibitedto broadcast any program or advertisement that is against the ideology of Pakistan.
Noticing the increasing viewership of entertainmentin Pakistanthe researcher aims at finding the impact of those channels on general public and their perceptionabout the content in relation to ideology under the umbrella of entertainment.
The study is concerned with knowing the public opinion regarding the role of entertainment channels in accordance with the ideology of Pakistan.
* To explore the consideration of entertainment channels content about ideology of Pakistan
* To analyze the content of Pakistani entertainment channels whether in accordance to the ideology or not.
* To know if entertainment channels are promoting or deteriorating the ideology of Pakistan
Significance of the study
It is vital for the media to be the reflection of the ideology and living of a country while building a positive image of the country worldwide. As media is the agent of change; content in harmony with ideology is healthy for the societyand learning.
More spent time with television the more it becomes part of family.There is not enough knowledge about the dynamic role of television; it holds the power to change the beliefs, values and behaviors.People absorbas much as they spend time in the world of television by Gerbner, Gross, Morgan and Signorielli (1986). Religion has been misused instead of being strengthening factor for nation building...