ROLE OF MEDIA CONTENT IN BEHAVIOR SHAPING OF THE SOCIETY

Abstract

Purpose of study was capturing the perception about media shaping the innocent behaviors. The participants of research were federal and provincial government employees and public sector universities teachers. Seventy percent responds were MA/MSC/MPhil degree holders. Majority of participants were in age range 31-40 and 91.4% were male. The ANOVA results of (table 3) reveal that mean differences among Children gain information through cartoons, Women are impacted more by drama serials, Men mostly watch political/news shows and Teenagers mostly listen to music and watch movies. Findings indicate that Men mostly watch political/news shows (M=6.10,SD=.89) and Teenagers mostly listen to music and watch movies (M=5.96,SD=1.21). Research result indicate that media is the most powerful weapon of the 21^st century. Presently it works on the principle of controlling the behaviors and hearts of the masses. It is also spreading obscenity, love of world, wealth and position. It has increased a sense of competition and envy. Media presents the good things in a bad light and bad things in a good light. Media is use as tool of deception. A person not only deceives others but also oneself. Media has adverse impact on human relation, as they become weak thinner, skeptical/doubtful. Individualism and materialism is increased and low reading scores, poor physical fitness, violence, aggression, lack of social etiquettes and misbehavior. Every human being is unhappy with the behavior of other. The greater frequency of interactions with the artificial and colorful lifestyle attracts our younger generation towards the dirty pond of all kinds of social and moral evils.