THE STUDY OF THE LANGUAGE OF PAKISTANI NEWS CHANNELS AND ITS IMPACT ON VIEWERS: A PERCEPTIVE STUDYTHE STUDY OF THE LANGUAGE OF PAKISTANI NEWS CHANNELS AND ITS IMPACT ON VIEWERS: A PERCEPTIVE STUDY

Emma Behar Alam

Abstract


This research aims at studying the language of Pakistani news channels and its impact on viewers.  The research question included the identification and analysis of the subsequent impact of language on the psychology, culture, language, trade, religion, politics, geography, national and foreign affairs of masses. For the present study, a questionnaire was designed. There were a number of open ended questions also asked to collect the opinion of the respondents rather than constraining the research to close ended questions to analyze the perceptions of the respondents. A sample of 65 students and 85 professionals participated in the present study. The sample for this research was selected conveniently from Kinnaird College for Women, University of the Punjab and Lahore University of Management Sciences. The above-mentioned sample comprises varied categories of socio-economic and educational backgrounds, age and income groups and the nature of nationality. Findings of the questionnaire survey reveal that biased language has often been used by news channels and the ideological opinions held by these institutions are very often implied, hidden, denied or taken for granted. Most of the respondents believe that the channels are sensitizing the issues frequently regarding politics, terrorism, crime and celebrities etc. Negative influences of Pakistani news channels on viewers highlighted by respondents, are greater than positive ones. Most of the respondents believe that the language of news channels promotes violence and frustration among viewers. While few say coverage of murders, bloodshed and bomb blasts on news channels cause anxiety in young minds, moreover news channels’ language promotes prejudice and aggressive attitude. Findings reveal that impact of the language of news channels on viewers is quite negative as they are becoming less tolerant and impatient.




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