DECLINE OF ELECTRONIC MEDIA AND RISE OF SOCIAL MEDIA IN PAKISTAN

Abstract

In Pakistan radio and television have always had a significant impact on the overall media landscape. However, Pakistan is not an exception to the global phenomenon that has been social media's rise. The use of social media platforms like Facebook, Instagram, YouTube, and Twitter has increased across the country, changing the way people share and consume information. More Pakistanis are now able to access social media thanks to the expansion of internet connectivity in the country. This has been made possible by the widespread availability of smartphones and reasonably priced data packages. This study examines the decline of electronic media and rise of social media in Pakistan. Interview method has been used to collect data from the defined participants (comprising of university students and journalists). Findings of the study suggest that number factors have participated in the apparent decline of electronic media in Pakistan; internet penetration, majority youth population, perceived bias, trust issues, controlled media and news credibility being the dominant ones. One the other hand social activism, interactive nature, user friendly and uncensored nature of social media gave credit to increased social media engagement in Pakistan.