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Performance of Pakistani Media 1 Performance of Pakistani media 1 Performance of Media in Pakistan in Creating Awareness about Population as an Economic Problem Munawar Sabir PhD November, 2010 A thesis Submitted to University of the Punjab, Lahore in fulfillment of the requirement of the degree of Doctorate of Philosophy Performance of Pakistani media 2 ACKNOWLEDGEMENTS The author would like to express indebtedness to those academics and individuals who aided in making this dissertation a reality; Dr. Abdul Ghaffar, Geography Department, University of the Punjab, Lahore, who provided invaluable assistance during the early stages of my doctoral studies and never once did they lose their confidence about my abilities. The author would like to acknowledge the support of media experts in completing this research successfully. He believes that they must be commended for their patience and sincerity during the troublesome areas of the study. Despite being very busy, these experts provided assistance beyond most human endeavour. Their knowledge of research methodology, pedagogy, and education was masterful in determining the direction of my study. A most heartfelt thanks also deserving unto my family for their remarkable patience, love, trust, and humour throughout the course of this thesis. Performance of Pakistani media 3 DEDICATION The author would like to dedicate this research to the Media Experts as without their support this research would not have been possible. Performance of Pakistani media 4 Table of Contents CHAPTER I…………………………………………………………………………………….…1 INTRODUCTION………………………………………………………………………………...1 Thesis statement .......................................................................................................................... 1 Overview of Pakistani population ............................................................................................... 2 Population growth in Pakistan .................................................................................................... 5 Pakistani Media ......................................................................................................................... 11 The background of Pakistani print media ................................................................................. 13 The role of Print-Media in community awareness-Today ........................................................ 14 Effects of Private TV channels on print media ......................................................................... 15 Role of Media in creating awareness ........................................................................................ 21 Media’s role: education and religion ........................................................................................ 32 Education at Madrasas in Pakistan ........................................................................................... 33 Filling gaps in media: Madrasa evolution ................................................................................. 34 Policy recommendations ........................................................................................................... 35 Relationship between the State, Media and religion in Pakistan .............................................. 36 Research questions .................................................................................................................... 51 Objectives of the study .............................................................................................................. 51 Structure of the study ................................................................................................................ 52 CHAPTER II ................................................................................................................................. 53 REVIEW OF THE LITERATURE .............................................................................................. 53 Introduction ............................................................................................................................... 53 Overview of Pakistan’s economy ............................................................................................. 54 Role of Agriculture in economic development ........................................................................ 57 Water crisis in Pakistan ............................................................................................................. 59 PEDA Model ............................................................................................................................. 65 PEDA Model and Water ........................................................................................................... 67 Analysis of Pakistan through PEDA model .............................................................................. 67 Population ................................................................................................................................. 67 Environment ............................................................................................................................. 68 Development ............................................................................................................................ 69 Agriculture ............................................................................................................................... 72 Socio-economic issues in Pakistan ........................................................................................... 74 Role of Fertility Preferences ..................................................................................................... 83 Fertility Preferences and Subsequent Fertility Behavior .......................................................... 85 Media Uses and Conversation as Deliberation ......................................................................... 87 Conversation as a Priming Mechanism ..................................................................................... 92 Cultivation theory of Mass media ............................................................................................. 94 Communication campaigns ....................................................................................................... 96 Depressing state of media awareness ...................................................................................... 108 Media Relevance in Pakistani context .................................................................................... 113 Macro level funding for media awareness research ................................................................ 115 Conclusion .............................................................................................................................. 116 CHAPTER III ............................................................................................................................. 124 THEORETICAL FRAMEWORK .............................................................................................. 124 Introduction ............................................................................................................................. 124 Performance of Pakistani media 5 Mass media campaigns ........................................................................................................... 124 Opinion Leadership and the Two-Step Flow .......................................................................... 127 Diffusion of innovations theory .......................................................................................... 132 Social Problems Construction ................................................................................................. 133 Relevant Studies...................................................................................................................... 135 Public Health Media Campaigns: Using media to promote health ......................................... 135 Public health and parenting advice ......................................................................................... 141 Media selection and usage ...................................................................................................... 143 Validity of Measurements of Fertility Preferences ................................................................. 146 Conclusion .............................................................................................................................. 147 CHAPTER IV ............................................................................................................................. 148 RESEARCH DESIGN ................................................................................................................ 148 Introduction ............................................................................................................................. 148 Research Design ...................................................................................................................... 148 Procedures ............................................................................................................................... 150 Assumptions and Rationale for a Qualitative Design ............................................................. 151 Methodological Assumptions ................................................................................................. 152 Sampling ................................................................................................................................
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