Media has some fundamental regulations, laws and
ethics along with social responsibility to ensure the privacy of the
public. Pakistani media is usually considered to be lacking in abiding
by such responsibilities. This article aims to investigate that to what
extent Pakistani media is socially responsible. It further explores
audience perception regarding the erosion of culture through
inappropriate foreign media content on Pakistani media. Data has
been collected with the help of a questionnaire from 324 respondents.
Results show that public perception regarding the social responsibility
of media is different for different outlets. Television is considered
more socially responsible for female respondents. Respondents (at
home) and (graduated) believe that television is much socially
responsible than radio, newspaper and magazines. However,
television is considered the most harmful media regarding
inappropriate foreign content. Respondents above fifty years of age,
government employees and highly educated believed that television
compromises social responsibility higher than other media.
1-Shahid HussainAssistant Professor, Department of Mass Communication, Allama Iqbal Open University, Islamabad, Pakistan.2-Qasim ShukkarDepartment of Media Studies, Bahria University, Islamabad, Pakistan.3-Farrukh ShahzadAssistant Professor, Department of Media Studies, Bahria University, Islamabad, Pakistan.
Social Responsibility, Media Outlets, PEMRA, Media Ethics, Sensationalism, Political Economy of Media