IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Media Influence on Public Opinion and the Perceptions of Media Owners and Consumers about its Effects

Listed author(s):
  • Ismail Zeenat


    (Institute of Business Administration)

  • Alina Zaidi

    (Institute of Business Administration)

  • Sarah Hasan Kazmi

    (Institute of Business Administration)

Registered author(s):

    The study was designed to examine the way media influence the formation of public opinion and the perceptions of local media owners and youth, about its influence, in Karachi. Major objectives of the study were to investigate if the media has really fulfilled its duty in protecting the public from political propaganda, to identify the significance of media effect on public opinion, to understand the views of media owners regarding their duty to be remain objective, and the determine perceptions of young consumers of Karachi about the international media. Keeping in view the findings, it was concluded that media has not fulfilled its duty of protecting the public from political propaganda which has a significant effect on the perceptions of the media consumers and on the public opinion in general. The news media depend on firms for content that is of interest to their audiences, and oftentimes they rely on firms to make revenues from advertising. Furthermore, media owners believe that objectivity is a mirage and it’s important for journalists to think about the possible impact of their work on the families and individuals they are reporting about as well as on national security issues. However, eight out of ten journalists felt that the journalists of Pakistan have not performed their job in a just way and there have been instances when they didn’t remain objective. Of the 300 questionnaires distributed, all 300 were correctly filled. The study revealed that the majority of the youth are regularly in touch with the international media. The results clearly showed that only 15.6 percent of the youth relies on the media completely while the remaining 84.3 percent do not rely on the media in every case. Therefore, the youth perceive international media to be biased and unreliable but it should be noted the more than 50% of the youth of Karachi does not want the international media to be regulated by any international body, despite media discrepancies. They consider that media should do their job without any laws or regulations being imposed upon them. Thus, our first hypothesis was proven to be correct. Furthermore, the chi-square results proved our second hypothesis to be true provided that x2=0.04, hence x2

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    File URL:
    Download Restriction: no

    Article provided by Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences in its journal International Journal of Academic Research in Accounting, Finance and Management Sciences.

    Volume (Year): 2 (2012)
    Issue (Month): 2 (April)
    Pages: 9-31

    in new window

    Handle: RePEc:hur:ijaraf:v:2:y:2012:i:2:p:9-31
    Contact details of provider: Web page:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:hur:ijaraf:v:2:y:2012:i:2:p:9-31. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Hassan Danial Aslam)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.