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• W746948624 abstract "IntroductionEdmund Burke claimed press as 'fourth estate' because of its considerable importance. Raison d'etre of media is not just to update the masses about the latest occurrences; it has to work as watchdog for national interest and formulate vigilant public opinion. In the 21st century Pakistan has witnessed tremendous growth and development in media sphere. The mushroom growth of television channels and FM radios is influencing attitudes and behaviors of general public. This significant increase drew attention towards media regulation, defining objectives and role of media for the development of Pakistan. Wilbur Schramm (1964) maintains that mass media should perform at least three functions in developing countries; media should serve as 'watchdogs', 'policymakers', and 'teachers' for change and modernization. As 'watchdogs' media should keep an eye on the activities of public institutions and report any anomalies and irregularities that impede the development. As 'policymakers' media should not only highlight the wrongs but also suggest how to correct it. It should help governments in making and implementing policies. Agenda-Setting theory explains how media agenda shifts agenda into public agenda and ultimately becomes policy agenda. As 'teachers' media should teach people how to contribute actively in the community for change, modernization and development. Knowledge and skills should be imparted through media so that people can play their new roles and responsibilities.European Commission report on media policy suggests that a modern democratic society cannot exist without communications media that; (1) are widely available and accessible; (2) reflect the pluralistic nature of such society and are not dominated by any one viewpoint or controlled by one interest group; (3) make available the information necessary for citizens to make informed choices about their lives and their communities; (4) provide the means whereby the public debate which underpins free and democratic societies can take place, means that the market will not necessarily deliver its own (Report from the high level group on audiovisual policy, 1998; p. 9).If we have bird's eye view of media landscape in Pakistan, there is tremendous growth in electronic media while decline is observed in the case of print media (Eijaz, 2011).There are 85 television channels, 155 radio stations, 286 newspapers and 68 weeklies and monthlies in Pakistan. With this broad media landscape, challenges are also escalating. Among the challenges security issues, financial constraints, lack of professionalism and educational standards of journalists, lack of professional training, commercialization, mediated democracy, lack of accountability, ethical standards, media regulations and implementation are few.Lack of professionalism in mediaProfessionalism can be defined differently depending on the perspective, motive, function and application in discipline. A working group on the definition of professionalism submitted their paper on 'Elements of Professionalism' in October 2001. The paper defines, 'professionalism as personal characteristic is revealed in an attitude and approach to an occupation that is commonly characterized by intelligence, integrity, maturity, and thoughtfulness.' It further operationalizes the concept under the category of building blocks of professionalism as, scholarship; integrity; honor; leadership; independence; pride; spirit; collegiality; service; and balanced commercialism. Mass communication as scholarship and discipline is well established and generally recognized. The rest of the elements are determined by the prevailing practices which can lead to grace or disgrace profession.Harold D. Lasswell (1948) has described three functions for mass communication: surveillance of the environment; correlation of components of society; and cultural transmission between generations. …" @default.
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• W746948624 date "2014-07-01" @default.
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• W746948624 title "Challenges and Options for Pakistani Media in the 21st Century" @default.
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