Posted at 11.29.2018
To combine and gather all the folks of a country is recognized as national integration. It really is a sense which combines all the people irrespective of their colour, contest, caste, region and religious beliefs etc. It's the only force by using which all types of men and women live along peacefully and considering themselves the users of single whole entire. 1
Pakistan is facing the condition of national integration since its creation. The lack of national integration is a huge problem. Due to the absence of nationwide integration Pakistan has been forced to cruel circle. It has made Pakistan a sorry situation, and has made Pakistan the centre of terrorist activities. For this reason problem Pakistan has become an instable and susceptible state and a complete breakdown of point out machinery. This is not the condition at first. Pakistan was the consequence of integration based on Islam. Unfortunately after the loss of life of Quaid-e-Azam the country was isolated. National integration faced way too many problems. At this specific rate, income inequalities, public injustice, political blow and other evils brought up their heads. Many of these made countrywide integration weak and fragile. You can find insufficient consensus on important countrywide issues in Pakistan. Because of this the provinces hate one another. The Punjab has been accused by the others of three provinces i. e. Sindh, Khyber Pukhtunkhwa and Baluchistan for exploiting their resources rather than paying there just share. Sindh, Baluchistan, and Khyber Pukhtunkhwa are from the construction of Kala Bagh dame while Punjab would like to construct it. On the problem of NFC award the three provinces getting the same reservation from Punjab. You will discover too much hurdles and problems in the way of national integration of Pakistan. It's important to vanish the sentiments of regionalism or provincialism languisticism or communalism etc.
Some of the key reasons of the failing of national integration of Pakistan are as below:
After the loss of life of Quaid-e-Azam there is hardly any leader upon whom the country could be united. Every innovator prefers his personal interest rather than national interest. They built up economic belongings on illegal means. Thus they exploited the countrywide handbag on the coastline of countrywide interest and marketed personal interests. Therefore countrywide integration remained fragile and delicate. 2
There is a huge gap between rich and poor. The machine of Pakistan has been structured in a way that the gulf between poor and wealthy become widen with the every moving day. High become richer and the poor become poorer and poorer. It strengthens top of the and privileged category of contemporary society. It never cares of the lower category of the culture. Thus the financial inequalities led on the weakness of the countrywide integration. 3
Beside the lack of public justice and provincial biases are posing a threat to the essential existence of the united states. It leads for the destabilization of the state of hawaii and shaking the basis of national integration of the country. Small provinces are suffering from the sense of deprivation. They feel that they have been deprived of their just talk about in the countrywide exchequer and of their just royalty. It is rolling out the age-old animosities among the provinces. Social justice is the only real solution of national integration in Pakistan. The dispute existed among the provinces. It has posed a major threat to countrywide integration. The provinces have objections on the engineering of Kala Bagh dam which has detracted the self-confidence and unity of the united states.
Likewise the dispute over NFC (National Finance Commission payment) honor also posing serious risks to countrywide integration. The provinces don't acknowledge the formula where the resources are to be divided based on human population. This creates great hurdles in the way of national integration of Pakistan.
The sense of regionalism has been fuelled by the lack of socio economical justice in the united states. Regionalism has divided the complete country into small and paltry classes. It has created fractions, groups, sects doing work for their vested pursuits. Jeye Sindh, Baluch Liberation Entrance and Baluch liberation military are attempting for the secession from federation. Therefore the question of national integration remain unaddressed and at low concern.
There is a tendency of promoting personal interest, class interest, group interest and faction and regional interest instead countrywide interests. Virtually all parties are discussing Sindhies, Baluchies, Pukhtoons, and Punjabies and other small groups. There is no discuss Pakistan. This politics of regionalism has widened the gulf between different parts of the society. They have shaken the foundation of national integration of Pakistan. 4
Military treatment has weakened the basis of countrywide integration. During armed service rule the small provinces has been deprived of there just talk about. East Pakistan seceded during military services rule. The armed service regime didn't promote the sense of ones in both wings of Pakistan. 5 Baluchistan issue also emerged during military guideline.
Political stability is the most crucial prerequisite for strengthening the countrywide integration. Alas Pakistan is missing this need since lengthy. The political instability has widened the gulf between the ruling class and the ruled class. They have distorted the picture of Pakistan and made it retrogressive in every spheres. Politics instability has posed a major threat to countrywide unity and integrity.
Lack of unity and integration has pressed behind the goals that Pakistan was created. It has additionally rhythm of national progress. As a result the nation is becoming hallow from within in conditions of national integration. 6
Pakistani is a plural world. There you live many linguistic organizations which is problem. Time it poses serious risks for the physical integrity of their state. Pakistan lost its eastern wing due to many problem of which the language problem was one of the important problem. In the current Pakistan the difference of terminology is still an issue in the form of nationwide integration of point out. It's very much important for Pakistan to truly have a language coverage which is helpful for the promotion of all languages equally. The existing policy has generated a sense among the tiny linguistic teams that the government is only promoting Urdu at the coast of regional languages. All of the provinces have been divided into several linguistic group which contributing to the instability of country. 7
Media is a source of information and education. It is the most reliable mean of change and information. Multimedia is likely to play a positive role in image building of their state. It is the responsibility of press to promote national interest and nationwide integration. In the democratic culture the role of mass media is usually to be of any watchdog. It is the need of that time period that our press should strive for building of very soft and positive image of the state. 8
Media is the hyperlink between the folks of a country which propagate the news headlines throughout the country and world through gadgets known as electronic digital marketing i. e. radio, Tv set, net etc and by the means of print marketing i. e. papers, journals, and mags etc.
Media is the most effective source of communication. It enriches the individuals knowledge about the right and incorrect. On the one hand mass media is breaking fake news without proper inspection, yet on the other hand it notify us about the realities. 9
Media is a connection between people and societies. Without mass media they would have been isolated. In the current century advertising has very much powerful. With the help of media we emerged to know about the happenings around the world. It unveils the reality and injustice done to people. It rules over your brain of folks. Media educate the folks and moulds their point of view, making and toppling the government authorities makes a hero a villain and a villain a hero. It changes the life span style, thinking, culture and tradition of a society.
Power of mass media can be judged through its role as a source of information, education and entertainment. It offers changed the planet into a worldwide village. 10
Pakistani press is participating in very irresponsible role. Talk shows and politics debates don't consider themselves at the mercy of boundaries. In debates the members using abusive vocabulary against each other. The anchor folks are fuelling the quarrels and counter quarrels. They don't take care of the actual fact that what type of image they are going to develop publically. The actual people will think about them. This development is conveying a very negative massage outside and inside of the united states. Media as judgment maker models the judgment of the individuals. These converse shows are creating prejudice on the list of workers of different political parties. And in some cases they get violent against one another. 11
In the name of liberty of press marketing, a while crossing the restrictions. There is a race among the several programs for breaking reports which resulted in a fierce situation. They are employing negative tools for increasing the amount of viewership. 12
Media must play a positive and effective role in a culture. Education is one of the important factors in promoting nationwide integration. On the same lines press has a very affective role in educating the world. The usage of multimedia especially of internet has a whole lot of contribution in educating contemporary society. It's the responsibility of advertising to unveil the real picture of population.
But unfortunately almost all of the press is prejudice. They are simply propagating the distorted picture of certainty as they need. Marketing should show responsibility. They should show love and affection instead of hate. They need to play a constructive role in providing education to the people and show them the real picture of the world as it is. They should not sensitize the problems. Honest coverage is the spirit of journalism. The press can led the contemporary society towards betterment if indeed they start factual reporting. These are a few of the major imperfections in mass media if these could be tackled justly they can play an active role in national integration. Ibid marketing people and press should be devoted and self reliable. They must show great social responsibilities that would. 13
Media is the reflection of any country. It shows just how of living and behaviour of the people of any country. Just how of expressing media, the way the politicians speaking, in converse shows and political debates, show the frame of mind of the people of that country. The advertising will spread reality and really should be cautious of its duties. Advertising should aware the general public without influencing their head negatively the mind of general public and make them in a position to protest in true manner which could result oriented. Mc Combs and Shaw consider the press as, "the mass media sets the agenda for political promotions, influencing public behaviour toward desired issues". Pakistani multimedia is more dependable than other media of the other countries of the world because Pakistan needs a major change and the multimedia is the powerful source of change. Now-a-days advertising is easily accessible to all strolls of life through various means electronic digital means and press i. e. Tv set, radio, mobile, internet, papers, journals, publications etc. Media is a pressure which moulding the view of people. Press changes the way of folks towards different issues which perform very important role in highlighting certain features of issues. Guardians of the mass media, i. e. media editors, play fundamental role in determining the media outline which become open public outline over time. 14
With the looks of new hundred years the press is becoming independent. There are TV stations which give coverage to the issues around the united states in Pakistan. Press has a whole lot of contribution in educating the public about issues, but sadly media has terribly failed in changing the behaviour of the folks towards many issues. Press broadcast issues in a manner that it improve people instantaneously soon after the news report while the people don't know that what they must do in that particular situation and who they can play a constructive role. Multimedia has to discourage firmly such kind of negative way of the overall mass. Demonstrations and protests are good to develop pressure towards solution of any issue but there should be in the right way to show which should direct result oriented.
With every passing day the reputation of Pakistani media has corrupted due to its inability in systematically comprehending affairs. Rather than spreading true real cause of issues, advertising is merely adding wordings over the issue and turmoil. The coverage of political issues by our advertising is heavily episodic rather than subjective. There's a number of politics converse shows on different TV channels in Pakistan. No program out of the having an finishing or concluding words that could be helpful for folks to understand that exactly what will be the possible answer to the issues facing by them. Every program discusses the one and the same concern with different labels. Someplace it is Capital Discussion, someplace it is Aaj Kamran Khan ki sath, To the Point, Kal Tak, Ikhtilaf, Jarga, Likin, etc etc. But no programme has a fruits full ending. There is no difference of information and point of view of different political figures. There is no ray of desire regarding the solution of any problem. No politician can give treatment nor they arriving to the idea of solution. 15
Constitution of Pakistan gives fundamental protection under the law to individuals. But media does not give importance to it. Instead they can be enthusiastic about sensitization of issues and news. They may be broadcasting such reports where they can found something where important rights of residents are violated. 16
Being the powerful pillar of the state media has to save the united states form rapid slippage. Multimedia is independent for some time but it might not show positive role in changing the rebellious frame of mind of the folks. Pakistani advertising should represent this country with enormous good care because this country is not only important for Islamic world but also for the peacefulness of the world as well. Multimedia should be quite definitely careful while representing this country in the globe and guiding the folks of this country to bring out this country form the issues surrounding it. It's the responsibility of advertising to show the true picture of Pakistani country to the world, its thinking on the global issues. It symbolizes the culture of Pakistan. Thus multimedia is on the most sensible position. It has to tell the globe about Islam and Pakistan and the implications of Islam on Pakistan. Most the stations are highly politicised while they must for Islamic norms and prices. A number of the channels are spiritual although some are representing secular group. They are representing Pakistan from two different perspectives. This type of press, with two completely different angles widening ethnical space in Pakistan which finally results in creating two rival groups in Pakistan. Our marketing showing the earth two different cultures and directing the visitors to split into two communities, with one important thoughts and other secular thoughts. 17
For promoting a peaceful and well-balanced society it's important for all advertising channels to symbolize the true culture neither of Pakistan which is neither extremist nor vice versa. Francis Fukuyama, (1995) says that, "A flourishing civil society is determined by a people's patterns, traditions, and ethics- attributes that may be molded only indirectly through conscious political action and must normally be nourished through the increased awareness and admiration for culture". Unfortunately in Pakistan we are lacking a free and transparent political system, but we've an independent advertising. Media is stronger than political celebrations. Hence press can play an important role in moulding the fate of society towards betterment. Pakistani culture is one and the same which is Islamic. By dividing it into two divergent ethnicities creates democratic problems for our modern culture. Media can bridge both the gulf which has been created by the best way or other since the creation of Pakistan by playing positive and very sensitive role. Some of the already existing groupings are distorting the picture of Pakistan by developing phony picture of Pakistan and Islam. To reduce the effect of such teams all Pakistani advertising should represent the true picture of Islam and Pakistan. The complete news and episode channels should choose national dress icons of Pakistan which at exactly the same time is Pakistani and Islamic. Alas models, stars, reporter and anchors of press stations follow such a way of speaking, negotiating and apparels which are not true picture of Pakistan and Islam.
In a nutshell we can say that marketing should enhance its role in educating the people that they might be able to get involved sensibly to impact the clutter. Furthermore media have to develop its status among the society by coming in contact with the concealed bonds of society i. e. its culture. Though there are varieties of cultures inside our society but most of them surrender to a typical culture of Islam. Press has to communicate with the folks of culture as its part. Tariq Alvi says, ". . Stress the importance of culture, which may vary even within the country, in negotiating any sophisticated deal you must understand the prices of the folks you are coping with, in case you do not recognize their beliefs yourself. . ". Therefore mass media should be very much carful about the culture of Pakistan to combine the folks of Pakistan towards wealth and development while living within Islamic boundaries. 18
Media has been considered as the fourth pillar of the state of hawaii. In this respect it is expected that it may play a very active role in promoting national integration especially our plural and heterogeneous and divergent society. But unfortunately it's been detected the so called unbiased media has created violence and hatred on many events. Lately Muttahidda Quami Movement's head Altaf Hussain and Pakistan Peoples Party leader Zulfiqar Mirza's speeches has been generally reported inside our media which led to hundreds of mass eradicating in Karachi. Moreover media's strong campaign for Lal Masjid operation in 2007 got advertised extremist to kill thousands of military and civilians in concentrate on getting rid of and suicide episodes. 19
Our advertising provides us entertainment in varieties of Dramas, sounds and movies plus some funny programs as 'hum sub umeed se hain' etc. All these are ornamented by relationship, love affairs, violence, glamour, big autos, big residences and a clash of poor and rich. All these by no means reveal our culture or represent our culture and civilization. Rarely we can easily see a program with a good and moral bring about the democratization in our young technology. 20 All these provided to us by multimedia, are in charge of catastrophe and anarchy in our society. Mass media has terribly failed in providing us role models that could unite our divergent culture. 21
Media's interest is market motorists and for the sake of rating. It can even compromise on countrywide integration. The supporters of this advertising argues that press is conquering the triumphant Aman ke Asha, that will stop the move of normal water towards Pakistan. They projecting the wedding service of Shoib and Sania Mirza, telecasting Altaf Hussain's performing, the hatred remarks of Zulfiqar Mirza are breaking news to them for increasing rating and range of viewership. Within this scenario how one can expect from advertising that they can promote national integration rather they can be causing disintegration. 22
The latest example of rating is Malala's issue which have been given undue coverage. tens of children die almost every day in drone disorders no route roused words for any one of these. It makes the people to think who are being suffered that are they not been given that much projection and thus finally they emerged on assault against state and all other players of the overall game. This style finally led towards destruction of national integration. Prior to the attack on Malala the marketing gave very unfair projection to Sharmin Obaid Channaoye. She's made a movie with the name of, "Face Saving". With this she had highlighted an issue where the husbands threw acid on the faces of females. In this matter she's given very negative picture of Pakistani population. She has symbolized folks brutal, merciless and cruel. She acquired used the innocent women for her movie. Matching to print advertising reports the women who was simply used for this function had not been given her wage and neither was presented with medical treatment. On her behalf this alleged movie she was prised in European countries and USA and honored with Oscar Honor because she provided an extremely exaggeratedly negative picture of Pakistan. Pakistani press given that sweetheart very high projection and shown her as heroin of Pakistan. This kind of reporting and projection is very adversely impacting the image of Pakistan overseas.
Media is selling negative information hypes. Media will never make breaking media of the positive development in the assault turned tribal area. Teacher Inam Ullah of section of Journalism university of Peshawar says, "In the event that you tell any route that 20 females got admission in a college in Mohmand Organization no channel will broad cast this information since there is no sensitization in this media and programs don't take interest in such news. On the other hand if you told them a school has been inflated in the same place or any other area then activate your Television and tune any channel so as to all channels are extensive casting that reports with any investigation and conformation. This is the interest of advertising. They are really sensitizing the problems creating thrill. They can be in competition and competition. They don't really care for countrywide integration or any other positive activity. They would like to break the news headlines before another news route breaks it. "23
By promoting media with hype is just for the increase of audiences and earn maximum money by commercial advertisement. Folks are also accountable for this trend of media. Media is selling what the people need it. It really is now a company not a way to obtain education or information. People like Indian films, songs and programmes. TV programs broadcasting these exact things for increasing the number of viewership. In case a channel even attempts to telecast a controversy on countrywide integration individuals don't like to watch it. According to this approach if media does not wide-ranging caste the hatred of the politician they have got in their hearts they won't have the ability to do justice to themselves. 24
Another irony is the fact that media does not give equivalent coverage to each politics party. These are wide-ranging casting a five time press conference of Altaf Hussain directly from England while the next day they don't give 5 minutes time to some other political party. They don't submit the manifesto some gatherings while presenting coverage to when things of other politics party. (amir jam'ati Islami sayed munawar Hassan interview with Wajahat Saeed Khan, Ajj Tv set converse show "Ikhtilaf" on Nov 2, 2012). This development of media is destroying for nationwide integration of our country. TV channels have no concern to learn positive role to bridge the space which includes been created the absence of good governance in different section of world. These are just considering sensitive news and want to break such reports which can attract more and more viewers. 25
Almost all TV shows are made for metropolitan consumerist inhabitants a soft victim for promoters. These shows are packed with sumptuous cooking; materials will be the product so of huge companies and works in which individuals Banarasi Saris, silver jewellery, and full make-up in their daily lives at residences. 26
When the working class will be the lower and poor course of a society who are rarely living their lives, watch all these things a desire came in their heart for such lavish life. But their pocket will not allow them to cover. They get frustrated and therefore a feeling of hate emerges inside them. they turned greatly against the higher and privileged category of society and thus against the complete system. This finally poses many dangers to nationwide integration. This state of mind is accountable for so many sociable evils.
TV advertisements also participating in the same role. They ate are demonstrating the merchandise of big companies which can be practically from the selection of the society at large. In these commercials the life is imaginary which can be seen only on TV screen however, not possible in sensible life. The culture has been displayed neither in dramas and videos nor in Television commercials. 27
With a whole lot communal estrangement between haves and have-not, can they identify with the country our media depicts? How we can expect those to have patriotic sense or the right prices? the author of the article had written her personal experience in such words, "I remember a child show where actress was asked if she'd give a massage to children, enthusiastically she replied, "khao, peyo aur maze karo", . 28
this is the massage therapy normally given by Television anchors and shows. Whenever a child of poor parents receive such massage and then they requiring for such a life where one's focus is just upon eating, taking in and satisfaction, and his/her parents cannot manage this both parents and child get frustrated and switched against the system. They will try to snatch this luxurious life form those who living it irrespective of the actual fact that he is able to live such life or not but at least the top class shouldn't live it.
Instead of an massage could be given to value the less fortunate, do review better, to be respectful towards their elders, to be honest in their dealing or never to litter and through garbage all over the place. Perception and aspiration for nation building might have been given. But do press persons care? 29
There are so many so called religious programmes where religious scholars look who arrived on different TV channels and interpret Islam from their own point of view and viewpoint. They are simply crazy of attractiveness, money and modernity. There is a huge gap between the interpretation of modern ulama and the orthodox ulama. There are people who cannot carry either of the challenger group. They transformed against one another and especially the fans of orthodox ulama even came on aggression which in turn causes way too many problems inside our culture. Dr Javed Ahmad Ghamdi, Dr Faroop (late) Dr Aamir Laiqat Hussain is probably the modern ulam. Orthodox ulama have issued fatwas against them. The death of Dr Farooq is being linked with this opposition of ideas among orthodox and modernists. He was presented with threats to consider his modern ideas again or then incomparable drastic results.
Without multimedia neither we can formulate an thoughts and opinions nor can handle any problem. Advertising has the potential of projecting any culture and present a feeling of owned by people belonging to different backgrounds. But unfortunately there are many examples where media could not produce the expectations of individuals.
From the aforementioned discourse it discloses that advertising in Pakistan will not deliver based on the needs of the nation. Their more awareness remains on market. How exactly to increase the amount of viewership, how to attract advertisers as well as how to break fresh news before every other do it. In this competition and competition they often broadcast bogus and sensitive information.
Media is the most dependable organization of any status. In circumstances like Pakistan its responsibilities are more hypersensitive than every other country. Today Pakistan is the center point of the world. All the countries have affinity for Pakistan and therefore they analyzing the problem every minute.
Being a dependable institution press in Pakistan should avoid sensitizing the news headlines. All those information shouldn't be telecasted which can climb the communal or ethnic crisis. Every day we observe that someone has committed suicide, someone has been killed for being shia or Sunni, a institution has inflated in so and so area, target killing are going on in Karachi, a shrine of some famous personality has inflated by terrorists etc, etc. After careful examination all this kind of reports are poison for countrywide integration. It weakens the origins of national unity and feeling of oneness. A feeling of hatred emerges in the hearts of folks against one another which led towards communal crisis, ethnic turmoil, provincialism and regionalism.
The advertising should avoid such kind of news and information. They have to give hardly any coverage to such reports and concentrate on positive media that individuals gets hopeful for better potential clients in future.
Different conversation shows on different Tv set programs are creating illusion on the list of people. The politicians who are likely to guide the people in difficult times are discussing in an extremely uncivilized manner in Television programs which does not suite their status.
Media should work as a beacon and candle. It can do anything to make hero a villain and a villain a hero. It will lead the country in a right direction. They should not are the agent of traditional western media and corporation as puppet in their hands as it's been working.
It is the necessity of the day that the intellectuals should discuss this issue seriously. Marketing is an instrument which may be used for positive purposes very fruitfully.