A Perception of Balochi People about Electronic Media Coverage of Baluchistan Province.

Abstract

Public Perception is basically a term used or processed when people think about certain events, issues, situation or any particular belief or ideas in the form of knowledge, patterns of culture or any other activity which they have performed or experienced. Media has very constructive role to play while highlighting the public socio-economic issues to raise the awareness among common people on issues and also influence the policy makers to address these issues. Balochistan as the largest province of Pakistan by territory has specific socioeconomic issues and all the major national and international media houses has their presence in provincial capital of the province. it is observed that mainstream media doesn’t give proper coverage to the socio-economic issues of province. The current study was designed with a general objective to analyze the public perception about electronic media coverage in Balochistan. A sample of randomly selected 200 informed citizens of Quetta city from different walk of life. The perception about the electronic media was evaluated. The result reveal that the role of electronic media is negative regarding highlighting the socioeconomic issues of the province and overall general perception of Balochi people is negative regarding electronic media coverage. Furthermore, the study revealed that national media ignore socio economic issues of province due to state pressure and less financial resources outcome in terms of advertisement. Based on the findings, it is recommended that role of electronic media can improve in the province if government make legislations in the parliament and national assembly and implement new policy of electronic media regarding advertisements.