A special report on the news industry: The end of mass media

Coming full circle

News is becoming a social medium again, as it was until the early 19th centuryonly more so
Jul 7th 2011 | from the print edition

y y THERE IS A great historical irony at the heart of the current transformation of news. The industry is being reshaped by technologybut by undermining the mass medias business models, that technology is in many ways returning the industry to the more vibrant, freewheeling and discursive ways of the pre-industrial era. Until the early 19th century there was no technology for disseminating news to large numbers of people in a short space of time. It travelled as people chatted in marketplaces and taverns or exchanged letters with their friends. This phenomenon can be traced back to Roman times, when members of the elite kept each other informed with a torrent of letters, transcriptions of speeches and copies of the acta diurna, the official gazette that was posted in the forum each day. News travelled along social networks because there was no other conduit. The invention of the printing press meant that many copies of a document could be produced more quickly than before, but distribution still relied on personal connections. In early 1518 Martin Luthers writings spread around Germany in two weeks as they were carried from one town to the next. As Luther and his supporters argued with his opponents over the following decade, more than 6m religious pamphlets were sold in Germany. News ballads, which spread news in the form of popular songs, covered the defeat of the Spanish Armada in 1588, among many other events. In January 1776 Thomas Paines pamphlet Common Sense, which rallied the colonists against the British crown, was printed in a run of 1,000 copies. One of them reached George Washington, who was so impressed that he made American officers read extracts of Paines work to their men. By July 1776 around 250,000 people, nearly half the free population of the colonies, had been exposed to Paines ideas. Newspapers at the time had small, local circulations and were a mix of opinionated editorials, contributions from readers and items from other papers; there were no dedicated reporters. All these early media conveyed news, gossip, opinion and ideas within particular social circles or communities, with little distinction between producers and consumers of information. They were social media. The rise and fall of mass communications The invention of the steam press in the early 19th century, and the emergence of massmarket newspapers such as the New York Sun, therefore marked a profound shift. The new technologies of mass dissemination could reach large numbers of people with unprecedented speed and efficiency, but put control of the flow of information into the

hands of a select few. For the first time, vertical distribution of news, from a specialist elite to a general audience, had a decisive advantage over horizontal distribution among citizens. This trend accelerated with the advent of radio and television in the 20th century. New businesses grew up around these mass-media technologies. In modern media organisations news is gathered by specialists and disseminated to a mass audience along with advertising, which helps to pay for the whole operation. In the past decade the internet has disrupted this model and enabled the social aspect of media to reassert itself. In many ways news is going back to its pre-industrial form, but supercharged by the internet. Camera-phones and social media such as blogs, Facebook and Twitter may seem entirely new, but they echo the ways in which people used to collect, share and exchange information in the past. Social media is nothing new, its just more widespread now, says Craig Newmark. He likens John Locke, Thomas Paine and Benjamin Franklin to modern bloggers. By 2020 the media and political landscapes will be very different, because people who are accustomed to power will be complemented by social networks in different forms. Julian Assange has said that WikiLeaks operates in the tradition of the radical pamphleteers of the English civil war who tried to cast all the Mysteries and Secrets of Government before the public. News is also becoming more diverse as publishing tools become widely available, barriers to entry fall and new models become possible, as demonstrated by the astonishing rise of the Huffington Post, WikiLeaks and other newcomers in the past few years, not to mention millions of blogs. At the same time news is becoming more opinionated, polarised and partisan, as it used to be in the knockabout days of pamphleteering. Not surprisingly, the conventional news organisations that grew up in the past 170 years are having a lot of trouble adjusting. The mass-media era now looks like a relatively brief and anomalous period that is coming to an end. But it was long enough for several generations of journalists to grow up within it, so the laws of the mass media came to be seen as the laws of media in general, says Jay Rosen. And when youve built your whole career on that, it isnt easy to say, well, actually, that was just a phase. Thats why a lot of us think that its only going to be generational change thats going to solve this problem. A new generation that has grown up with digital tools is already devising extraordinary new things to do with them, rather than simply using them to preserve the old models. Some existing media organisations will survive the transition; many will not. The biggest shift is that journalism is no longer the exclusive preserve of journalists. Ordinary people are playing a more active role in the news system, along with a host of technology firms, news start-ups and not-for-profit groups. Social media are certainly not a fad, and their impact is only just beginning to be felt. Its everywhereand its going to be even more everywhere, says Arianna Huffington. Successful media organisations will be the ones that accept this new reality. They need to reorient themselves towards serving readers rather than advertisers, embrace social features and collaboration, get off political and moral high horses and stop trying to erect barriers around journalism to protect their position. The digital future of news has much in common with its chaotic, ink-stained past.

Mass Media
From the development of mass media and culture in the Industrial Revolution to modern times. Can mass culture be seen as tyranny of the masses or does it educate? Once the Industrial Revoluton was underway, the mass movement of people, attracted from the countryside to the cities, with the newly created industrialised areas began to occur. This huge influx of humanity into the urban environment was one of the prime reasons and causes for the creation of what is euphemistically termed the 'mass media'. In addition, the American and French revolutions, created further interest in the individual in society and the responsibilities of society to them, together with the realisation that the ultimate power within society is in the hands of those that are governed rather than the governing classes. Brief Account of Origins of Mass Media Some of the origins of the mass media are as follows:
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Invention of the printing press led to an explosion in numbers of people able to read and write, finally leading to the establishment of the recognised news media, Initially growing number of working class living in the cities would attend clubs and societies where they could listen to articles and pamphlets being read to them, Numbers of working class readers increases substantially, It does not take long before the pamphlets and leaflets of the activists and educators lead to the development of mass newspaper circulation of the late 1800s, Development of trade unions in response to social injustice, First silent films screened in late 1800s.

Mass Media and Culture as a Product of the Industrial Revolution Commentators agree that culture for the masses was very much a product of the Industrial Revolution. Prior to industrialisation culture had been very much a tradition of 'high' culture for the educated middle and upper class societies, with opera, literature, classical and orchestral music, etc whilst the working and peasant classes subsisted on a type of folk culture which may even have been peculiar to their particular area of residence, but consisted of the habits, customs, traditions and celebrations of countryside people.

Previous Written
MASS MEDIA IN PAKISTAN 1. We are living in the age of information explosion, where the world has shrunk into a global village. 2. The vital function of Mass Media is that it is the thinking mode of any society. Following are the types of Mass Media: -

(a)Print Media (b)Electronic Media (c)Interactive Media 3. Tools of Media. Since the media plays a war of words, the important tools Include vocabulary, being vigilant about different developments. (a)Reading. (b)Vigilant (c)Punctual (d)Alertness (e)Lingual Competence

FACTORS FOR GROWTH OF MEDIA 1. Mass media is wholesaler of M. Communication. Pak inherited 05 radio channel son its birth. International Trend played important role in development of Mass Media in Pakistan. Initial decades of Pakistani Medias history have been dominated by PTV. 2. Government was compelled to permit freedom of media (a)Liberalization of airway in India led to mushroom growth of TV channels (b)In Kargil war India was able to sell its viewpoint to the world and cashed on its version while Pak suffered since it had only the state channel. (c)Economic boom in telecom in Pakistan. Commercial nature of Media was discovered in the economic advantages related to it. Revenue generated by Media in 2002 was 2 billion and in 2007 this soared to Rs. 17 Billion. (d)Literacy rate / level grew in Pakistan and played a role in media Development. (e)Arrival of cable operators / network and its growth held vision. (f)Govt policies played vital role, especially of President Musharraf. Javed Jabbar.Said Media is more powerful then nuclear devices he worked on PEMRA 3. Private sector was involved and posed challenge to state media. State Media to compete with Pvt Media has to improve and become more open and provide realistic stories, this reformed the State Media as well _ since realistic input was being provided by the Pvt Media. 4. Pak Media Market was in raw form and was untapped; it had the potential to grow.

Phenomenon of community based radio channels i.e. FM channel, community based Services (print / elect) have played important role in media development. 5. Number of Press Media / Printing groups were permitted and have launched their TV channels e.g. Jang Group Geo, etc.

6. Mass media is the major source of providing news and entertainment to the people who wants to know who is doing what and what is happening. Aristotle in his book Poetics has written that Media is a means of catharsis and is must for normal living. 7. The entertainment and news value of media has played very important role its development. However, electronic media enjoys larger scope over print media, since it has wider audience, is easily accessible and be understood by even illiterate people. The media provides wide range of entertainment / news according to interest of people of different age groups / liking / languages. Talk Shows Mania has brought more liberalization and has revolutionized the concept since erstwhile taboo issues are being discussed enhancing the awareness of people. 8.The realization in the people and Government about the role of media in society / economic development is there. Indian soap operas have a large viewer ship and their popularity has attracted lots of commercials / advertisement. The commercial aspects attached to the media have contributed to its rapid development. 9. The Infrastructure Development has taken place. Modern state of art studios /introduction of latest equipment / communication facilities like video conferencing, fax, electronic data transfer, chat / mobiles, etc have brought in a revolution and contributed immensely in the media development. 10. The advertisement / commercials have brought big money to media market. The contents of programmes are changing. The high economic stakes attached to the media have brought in Professionalism in all its related fields. Due open market, there is a Scarcity of professional media men 11. The abundance of media outlets has on one hand has created lot of employment opportunities but on the other has posed challenges to the media men to excel in their fields. Jang Group has more than 50,000 employees; media persons are getting enhanced wages. Today we have number of highly professional and well-known media persons who are stalwarts of Pakistani Media and form its backbone. 12. Dozens Of other factors have played role in the development of Pakistani Media. It has been a watchdog on actions of the state, people strengthened the media. Media has played important role in discussing un-touched subjects. It has helped harmonizing the nation on otherwise contentious issues. The competition among the channels is bringing in qualitative improvement in the content and other aspects of programmes MASS MEDIA IN PAKISTAN

EFFECTS OF MEDIA 1. Level of Awareness. The level of awareness has increased. Media has contributed a lot in increasing the general knowledge, who is who and what is what, knowledge of current issues etc. The programmers having media discussions, current affairs, documentaries, etc have been instrumental in enhancing the common mans awareness. 2. Development Efforts of State. Media has assisted in development efforts of state .Programmers like Parah Likha Punjab, Coverage of Earthquake, have contributed in projecting efforts being made towards state development. 3. Development of Public Opinion. Media discussion / other programmes highlight the issues, hold cross-discussions, and identify what are reasons / angles of different interest groups / people. Stances of different segments of society on key issues are brought out: it helps make / develop public opinion on different issues. 4. Helps in Educational Efforts. Media is also used by the state / society /organizations to promote educational activity.AIOU use media for education. 5. Supports Democracy. Media supports democracy by bringing out the democratic norms and inculcating the same in the general public / polity. Providing live coverage of parliament proceedings, activities of politicians, programmes on democracies are few of the examples. 6.Support to Public Issues / Affairs. Media provides viewpoint of the public on public issues. Media has given voice to the public. Impact of Media on Pakistani Society Media is strengthening development in Pakistan. Media has supported Democracy. Media has highlighted Public issues. Media has given voice to neglected element of society. Media has become entertainment industry; it satisfies all segments, age groups of our society.

CERTAIN NEGATIVE ROLE OF PAKISTANI MEDIA 1. Consumerism. Our society is consuming all messages being spread by the Media. Media has made us a talking nation, the Mobile Mania-kids, ladies, youngsters all are just talking on the mobile phones. The effect of media is very strong with respect to advertisement on consumer products, instead of being producer media has made us consumer. 2. Moral Vacuum. The dramas, programmes etc shown on media glamorize everything they depict, this has created a moral vacuum and our younger generation is going away for our values (religious, social). 3. Westernization. Western / Indian cultural invasion has taken place through media and is permeating Pakistan society. Our commercials are depicting western values and causing a loss of national identity. There are media talk shows on subjects including sex etc which otherwise are taboo in our society. 4. Not Developing National Image. Our Media is blamed for not developing /projecting our national image. Our media at times uses Indian language; projects Indian Stars in our ads, etc, the threats posed to our values are immense and must be countered. Our country lacks a defined policy to promote national image through media. 5. False Values. Pakistani Media is projecting false values in its programmes, etc. The projection of family planning, love stories in dramas, hi-fi living styles / material depicted in dramas, etc. are not real and are not based on ground realities. (a)Media lacks compact programmes to educate Pakistani nation. (b)Projected values on media are not congruent with our values / ground realities. It is actually projecting False Values. (c)Programmes / dramas shown are exaggerated beyond imagination. 6. Manifestation of Interests. Media is negatively manipulating the interests of the people. People of Pakistan are yet not critical / educated enough to realize this manipulation / twisting of facts. There is a famous dictum that a lie spoken 100 times becomes greater than a truth. 7. Exaggeration.

Pakistani media is also blamed for overwhelming negative Exaggeration. It glamorizes issues, resorts to negative exaggeration of matters, newspaper headlines are depicting violence, etc all this demoralizes the nation. At times news are given without authentication / confirmation. Unethical material /photographs / scenes are shown on our media promoting vulgarization. Media is Damaging basic fiber of our nation and has created a crisis of misidentification. 8. Dangers to Socialization. We remain fixed to TV screens at the cost of socialization. We cut short our social activities just to watch some favorite programmes on TV. We are not undertaking socialization / giving time to our kids, parents, etc because we are glued to TV etc. This is developing a generation gap. We are giving more time to TV channels and less time to social activity and a sort of isolation is being developed. 9. Sensationalizing / Creating Uncertainty. Our media sensationalize the issues / accidents / incidents. When too much of information is available it creates confusion. Our media is broadcasting every type of information at times even compromising the accuracy and is creating uncertainty. 10. Overloaded with Information. Pakistani Media is discussing so many of topics are actually bombarding the audience with information. Media has flooded us with information. (a)This is psychologically not good for our scenes and disturbs our body functions. (b)Media is stuffing our minds with all types of information and has converted us into generalist. Media is misusing our energies. (c)Media has become corporate; it possesses / uses lot of resources and has phenomenal business / financial benefits attached to it, accordingly it bombards the viewers with information. Different surveys are undertaken to find out various methods on how to attract the viewers / readers. Media Marketing has Converted us into recipient. Media is spending so much of money on efforts to attract / enhance its viewer ship. (d)Commercials breaks are introduced at the peak points of programmes. Such commercials are very expensive.

Mass Media in Pakistan

By G.Rehman

Mass means a large number of people or things that grouped together and Media is a plural of medium which means the ways to communicate people, so there are three main ways to communicate the masses, Print Media, Broad Cast or Electronic Media and Web or Digital Media. In the 19th century Scottish historian Thomas Carlyle used the term forth estate to describe the power of the press because it has a great power on public opinion, which serves to hold the government accountable for its policies and actions. Democracy is the best governing system in the world but unfortunately Pakistan Since its founding in 1947 has suffered four periods of martial law and two military dictatorships for about 36 years, they always hold the press in their control through the press & publication ordinance (PPO) and revised press & publication ordinance (RPPO) The civilian political leaders also appeared with a motto to give freedom of speech and expression to the masses and media but it did not take place because of the personal interest of the politicians. Being a developing country, Pakistan has stepped into the era of Cyber age in the late 90s when information technology including computer and internet appeared in the country and the world became a global village. So there was no any option to the rulers to prevent the people to access these technologies. At last in 2002 General Musharraf replaced the RPPO with number of new ordinances and allowed to launch private TV channels and FM stations in the country. According to All-Pakistan Newspaper Society there are currently approximately 116 radio stations and more than 70 local TV channels including few of the state running in pakistan. Here i am quoteing Article 19, Freedom of Speech from the Constitution of the Islamic Republic of Pakistan, it says: Every citizen shall have the right to freedom of speech and expression, and there shall be freedom of the press, subject to any reasonable restrictions imposed by law in the interest of the glory of Islam or the integrity, security or defense of Pakistan or any part thereof, friendly relations with foreign states, public order, decency, or in relation to contempt of court, commission of or incitement to an offense The Ministry of Information and Broadcasting through the PIMRA monitors the media in the country. It also controls and manages the countrys main cable service, the Associated Press of Pakistan (APP). APP is both the Govern-ments own news agency and the official carrier of international wire service to the local media.