Abstract
This study explores the phenomenon of the impact of media power on
political perceptions of public. The motivation behind it is that how public
opinions and views regarding their country politics get psychologically
influenced by the media power. The study was carried out on youth of
Karachi their ages ranging from 18-24 years. A pilot study in the form of a
focus group comprising of 5 participants was conducted to gather some
views on the factors involved in political psychology. The resulting
discussion led to the construction of a questionnaire and a focus group
criterion to conduct the study. After a pilot a focus group was conducted on
a sample of 7 males and 7 females who were selected from various
departments of the University of Karachi. Aspects such as how developed
countries brought changes in the community through political psychology?
What is the importance and impact of media on political culture? How
media can remove the political stereotypes from the society? Why Pakistani
media has failed in developing a strong sociopolitical institution is
discussed. Content analysis was carried out on the data that was collected
from the two focus groups. The analyses revealed that without doubt media
has a very strong impact in forming a connection between the public and the
political leaders .Since it has a power of verbal expression and
communication it can change the mind set of people. The point that arises
here is that it all depends how the media plays its role if it communicates in
a healthy way. It can bridge the gap between the common public and stake
holders.
Qudsia Tariq, Dr Muhammad Ahmed Qadri. (2011) THE IMPACT OF MEDIA ON THE POLITICAL PSYCHOLOGY OF PAKISTAN A QUALITATIVE STUDY, Journal of Social Science and Humanities, Volume 50, Issue 2.
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