Exploring Media Versus Public Agenda: The Case of Pakistan

Abstract

Media bridges the gap between people and events that may be inaccessible, such as war zones or distant locations, and keeps the public well-informed about important news. As observed by Walter Lipmann, a pioneer in mass communication research, people rely on the media for information, forming their perception of the world based on the information provided. Five extensively covered national issues have been analyzed in the light of agenda setting theory to measure the media audience relationship. From May 2020 to October 2020, the researchers chosen readers of two prominent Urdu Dailies the Jung and Express for content analysis. To measure the audience agenda a survey has been conducted. The results of the study demonstrate meaningful effects, significant, moderate, and low correlations between +.95 to +.14. There is not significant difference in setting the agenda on five issues between both the newspapers. The results show that the agenda setting theory is validated the outcome of the study.

References

Azmat Rasool & Stephen McDowell (2012).Consolidation in the name of Regulation. The Pakistan electronic media regulatory authority (PEMRA) and the concentration of Media Ownership in Pakistan. Article published in Global Media Journal American Edition. http://lass.purduccal.edu/cca/gmj-sp12-article4

Brosius Hans-Bernd & Kepplinger H. Mathias (1990). The Agenda-Setting Function of Television News: Static and Dynamic Views. Communication Research Vol 17, Issue 2, p. 183 - 211.

Francis P, Hankins (1988) Theorizing bout Curriculum Theory. 

Gitlin T. (1980) the whole World is watching. Mass Media in Making and Unmaking of the news left the Berkley                      University         of                               California.                                  Retrieved              from http//books.google.com.pk/id=CvcLsDxhvEcpg=pa586lpg

Geo (2011). Corporate File. http;//www.geo.tv/corporateprofile Retrieved on 09.09.2020

Ikram Junaid (2019). Price Hike Forced Intake. A report publishes in daily Dawn on 09- 10.2019. Retrieved from http//dawn.com09.10.2019pricehike-force-families-to-

James. F. Larson (1984). Televisions Window on the world. Internet coverage on US Network publishes corporation. Norwood New jersey 07648.

Jin yang and Geralds Stone (2003.the Powerful role of interpersonal communication in agenda setting. An article published in Mass Communication and Society Vol-6 Issue2003 retrieved from http;//tandfonline.com/doi/abs/10.12.2019

Littlejohn, Stephen W (2002).Theory of Human Communication p, 321.Seven edition. New Moscow.

McCombs (1971). The agenda setting role of Mass communication in the shaping of public opinion Retrieved 20.12.2019.http;/www.google.com.pk/search?client=operaart.

Brosius Hans-Bernd & Kiplinger H. Mathias (1990). The Agenda Setting Function of Television News; static and dynamics views. Communication Research Vol17, Issue 2, p.183-211

Bryant & Zillman, D. (2002), Media Effects; Advances in Theory and Research. New Jersey Lawrence Erlbaum associates publishers. http;//books.books.google.com.pk/books?id Accessed on 20th Aug. 2020

Dearing. James and Rogers (1996). Agenda setting .Sage Publication. 

Dawn (2012) A report publish in the daily dawn in 11 apr2012. http;www.dawn.com/709637/pakistan- energy-crisis-major-hurdle-in- economics-growth-adb Accessed on 1st June 2020

Dominic.L. Lasorsa and W. Wanta (1990). Effects of Personal, Interpersonal and Media Experience on issue salience, journalism quarterly, 67; 804-8013(winter 1990). http;//jmq.sagepubsom/content/67/4/804.full.pdf Accessed on Aug. 2020.

Gitlin, Todd. (1980). The Whole World is Watching. Mass Media in the Making and Unmaking of the New             Left.                              Berkeley            university                  of                                    California. http://books.google.com.pk/books?hl=en&lr=&id=00iwHPO73mkC&oi accessed on 17th Aug. 2020.

Ishaque, M. Fani, Shah, S. and Yasin, G (2012). Pakistan's post 9/11 US policy: prospects and constraints.

Lippmann, W. (1922). Public opinion. New York: Macmillan. P.4. Retrieved from https://wps.pearsoncustom.com/wps/media/objects/2429/2487430/pdfs/lippmann.pdf on 11th May 2021.

Littlejohn, Stephen W (2002). Theories of Human Communication, (p.261) Wadsworth / Thomson Learning, 2002.

McCombs Maxwell (1972).The Agenda- setting Role of the Mass Media in the Shaping on Public Opinion.                                                         Public                                        Opinion                                        Quarterly. http://www.google.com.pk//search?client=opera&rls=en&q=the plus agenda- setting. Accessed on 20 Apr. 2020

McCombs M. (2004). The agenda –setting the role of the mass media in shaping of public opinion. http.//www.infoamerica.org/documentos-pdf/mccombs01.pdf. Accessed on 25th Aug. 2020. McCombs M (2005). A look at agenda –setting; past, present and future journalism studies, volume 6, number 4,            2005       p.543-557

McCombs M (2004). Setting the Agenda; the Mass Media and the public Opinion p.36-52.black well publishing Inc.ISBN:0-7456- 23 12-3

McCombs M (2008). Interview with Maxwell McCombs. Universidad de Navarra http.//www.ec.ubi.pt/pc/ec//04/pdf/09-jan-alyne-Barbosa-e-SilvaMaxwell-                McCombs. Retrieved on Sep 13 2020.

Media in Pakistan: Between Radicalization Democratization in an Unfolding conflict [online]. International media support 2009 July. P.20 http;//www.i-m s.dk/publication/media- pakistan-between-radicalisation-and-democracy. Accessed on 28, 2020.

Merri-News (2011). How media influenced the Kargil War. An article published in on 1- 03- 2011retrieved from http;//www.merinews.com/article/

Michael J. Muin (2011). Agenda-Setting Theory and the Role of the Media in Shaping Public Opinion in Iraq War. A research paper in partial fulfillment of the requirements for the degree of Master of Arts in the Department of communication University of Central Missouri. http://centralspace.ucmo.edu/xmlui/bitstream/handle/10768/26/MMuin_Communication. pdf?s equence=1

Miller, K. (2002). Media's Role in Shaping Public Opinion on the War in Iraq (Theoretical Asp). http://www.ou.edu/deptcomm/dodjcc/groups/03C1/theoretical_aspects

Moazma N., Kalsoom K., Sadaf E (2010). Role of Media in Pakistan. A Project Report submitted to the International Islamic University Islamabad. http://www.scribd.com/doc/30767602/Role-of- Media-in-Pakistan.

Raza, M. R (2014). Correlations Methods in Agenda Setting. Email correspondence with Maxwell McComb, University of Texas. Maxwell.mccombs@sbcglobal.net . Accessed on the 10th march 2020.

Raza, M. Riaz & Pervez, Aslam (2019).Impact of Media Literacy and Media Technology on Agenda- Setting A Case Study of Broadcast Media in Pakistan. Pakistan Journal of Distance & Online Learning. Volume: V, Issue I, 2019, 137-154. Retrieved from https://files.eric.ed.gov/fulltext/EJ1266807.pdf on 10th May 2021.

Saqib, Riaz (2008). Agenda Setting Role of Mass Media. Global Media Journal. Volume I, Issue II (Autumn 2008). https://www.aiou.edu.pk/sab/gmj/artical4 (b).asp.

Shearon A. Lowery and DeFleur L. Melvin (1994). Milestones in Mass Communication Research 3rd Edition. Longman Publishers USA. https://www.amazon.com/Milestones-Mass- Communication-Research- 3rd/dp/0801314372 Accessed on 10th May 2021.

Siraj, S. A (2004). Seventh Sustainable Development Conference 8-10 December, 2004, Islamabad. http://www.sdpi.org/sdc/sdc_2004/15_governance.

Smith, K., (1987). Newspaper coverage and public concern about community Issues. Journalism Monographs, (p.101).

Stephen B. Oladipo (2013). Vision 2020 & The Menace of Vandalism.(p-138). http://www.scribd.com/doc/126724379/Vision-20-2020-The-Menace-of-Vandalism.

Saurombe, Memory (2001). The Impact of Media Commercialization on Public Service Broadcasting: The Case of Radio Zimbabwe after the Adoption of the Commercialization Act (No. 26) of 2001. Retrieved from file:///C:/Users/ITsolutions/Downloads/PDF.pdf on May 11th 2021.

Walgrave S & Aelst P. V (2006). The Contingency of the Mass Media's Political Agenda Setting Power: Toward a Preliminary Theory. Journal of Communication. Available at: http://pcl.stanford.edu/teaching/nust/walgrave-agenda-setting.pdf Accessed on 25 Sep 2020.

Winter, J.P., & Eyal, C.H. (1981). Agenda setting for the civil rights issue. Public Opinion Quarterly, 45. (pp.376-383) In McCombs, Maxwell & Bell Tamara, (1996) "The Agenda Setting Role of Mass Communication" article published in "An Integrated Approach to Communication Theory and Research, New Jersey: Lawrence Erlbaum Associates Publishers.

Yang, J & Stone G. (2003). The powerful role of Interpersonal Communication in Agenda-setting. An Article published in Mass Communication and Society, Vol-6, Issue-1 2003. http://www.tandfonline.com/doi/abs/10.1207/