Media Ethics – A Sensitive Social Responsibility.

Abstract

A responsible media focuses on developing public trust and makes all efforts to maintain this confidence through professional integrity of journalists. What media shows and disseminates through its professional performance reflects the quality of media ethics and professional education acquired by the journalist community. The particular law and order situation in Pakistan during the past nearly one and half a decade has had a very deep influence on the life of the people of Pakistan. The role of media has been very active in penetrating this influence throughout the society. Considering the sensitivity of the terrorist activities during the past several years in Pakistan, it may be claimed with certainty that ethics has been a serious point lacking in the role of media. The life of a common citizen is affected by the media activity. This fact intensifies the significance of strict observance of ethics in the professional performance and responsibilities of media in Pakistan. Education can transform any sphere of human life and human society. Likewise, education places a strong impression on media, suggest a balance between journalism and media industry, society in general as well as research activities for academic. The author will apply the qualitative method to explore into the issue and offer conclusion established on the basis of this method.