Faculty of Management Sciences

By:
S. Jawad Ali Kazmi
Ch. Bilal Akram
Danyal Zia
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*History of Media
*Media Laws in Pakistan
*Modes of Communication
*Types of Media
*Defining the Media Effects
*Types of Effects: Micro Versus Macro Level
*Impact of Media on Youth & Children's
*Psychology Impact of Different Media’s
*Recommendations
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*History of media can be tracked back to the days when
dramas were performed in various ancient cultures

*This was the first time when form of media is “broadcast”

to wider audience.

*The first printed book is known “Diamond Sutra” in 868 AD

*Movable clay type was invented in 1041 in China.
*Johannes printed the first book, Latin Bible on Press.
*The first high-circulation newspaper arose in London in
early 1800’s such as The Time
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*Media is the strongest mode to put impact on the
human beings.

*Media is catering all types of interests of human beings.

*Youth is mostly the victim of media’s manipulation.
*Credibility of the media is questioned.
*Media is affecting our social, economic as well as moral
values.
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A medium having their own characteristics is the

means or the channel or transmitting or conveying

messages. Each medium makes a different kind of

impression & impact on the receiver.

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*PEMRA Ordinance 2002
*Freedom of information ordinance 2002
*Press Council Ordinance, 2002
* The Defamation Ordinance, 2002
* The PNNBR Ordinance, 2002.

* Distribution service Operation rule 2011

* PEMRA (Appeal & Review) Regulation 2008
* Radio Broadcast station operation regulation rule 2012
* Television Broadcast station operation regulation rule 2012
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Modes of
Communication

Inter-personal Presentational
Communication Communication
Interpretive
Communication
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Media

Print Electronic New Age

Media Media Media
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Valence
Duration Change

Media Intention
Timing
Effects

Manifestation Level
Direct &
Indirect
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Passive Versus Active Media Consumption

Media Effects & Our View of the World

How the Media Change Attitudes & Opinion

Negative Outcomes Often Attributed to Media

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Beliefs Attitude

Cognition Micro- Level Affect

Effects

Behavior Physiology
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Music Video’s Video Games

Television INTERNET

Impact of
Media on Youth
& Children's
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*Learning
*Violence
*Nutrition
*Sexuality
*Alcohol & Smoking
*Advertising
*Education & Parental Involvement
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*Music Video’s may have a significant behavioral
impact by desensitizing viewers to violence.

*Up to 75% of video contain sexually explicit material

*Attractive role models are the aggressors in more
than 80% of music videos violence.

*Music lyrics have become increasingly explicit,

particularly with reference to sex, drugs & violence.
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*Video games may develop fine motor skills & coordination
*Negative effects: Inactivity, asocial Behavior & Violence.
*Violent Video Games should be harmful effect on
children's mental development.

*Effect of violent video games on children's health has been

a public health concern for many years.

*Significant amount of violence: 64% intentionally & 60%

rewarded players for injuring a character.
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GTA drives 8yr old to murder grandmother
An 8 year old boy from Louisiana had been
playing Grand Theft Auto while his
grandmother, Marie Smothers, 87, looked
on. The sheriff’s department concluded
that the boy “intentionally shot Mrs.
Smothers in the back of the head as she
sat in her living room watching
television.” They further concluded that
the game directly contributed to the boys’
murderous actions, saying “…investigators
have learned that the juvenile suspect was
playing a video game on the Play Station
III ‘Grand Theft Auto IV,’ a realistic game
that has been associated with encouraging
violence and awards points to players for
killing people, just minutes before the
homicide occurred.”
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*The INTERNET by its interactive nature, is prone to use

for excessive periods of time “INTERNET Addiction”

*Instant messaging & e-mail may interface with the

legitimate work.

*Excessive use foster inactivity & potentially obesity.

*False advertising or scams typically spread by the e-mail.
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*On-line Gambling
*Pornography
*Potential for plagiarism in school work.
*Promotion of hatred or violence through websites.
*Violence through video games, song lyrics & on-line
bullying, access to hazardous material or

*Information on making weapons.

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Media Influence On
Type of Effect
The Public Institutions Media Themselves

Cognition Public knowledge Institutional knowledge Media knowledge

Institutional Media
Belief Public beliefs
beliefs/norms beliefs/norms

Attitudes Public opinion Institutional attitudes Media attitudes

Affect Public mood Institutional mood Media mood

Behavior Public behavior Institutional practices Media practices

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Media Psychology & Video
Games

Media Psychology &

Television

Psychology of Facebook &

Other Social Media
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*No child should be allowed to have a television computer or
video game equipment in the his/her bedroom.

*TV watching should be limited to 1 to 2 hour per day.

*Provide parents with resources & information to promote
media awareness program in their communities.

*Promote the implementation of high school program media

awareness which have proven beneficial.

*Express the support of good Media.

*Support efforts to eliminate alcohol advertising on television.
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*PMC: US National Library of Medicine & National
Institute of Health

*World Bank Reports

*Careers in Psychology

*Investopedia
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