MEDIA AGENDA INTO PUBLIC AGENDA IN CONTEXT OF UNEMPLOYMENT AS SOCIO-LEGAL ISSUE IN PAKISTAN: A FRAMING ANALYSIS

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Published: Feb 1, 2023
Keywords:
Agenda Setting News Framing Qualitative Analysis Public Opinion

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FARRUKH NAZIR, MUHAMMAD FAROOQ, MUHAMMAD BILAL NAWAZ, MUHAMMAD ZAIN ZAMIR, ZAHID YOUSAF, MUHAMMAD BILAL BHATTI

Abstract

Media frames the socio-legal issues of the society and shape the public opinion. Unemployment can be considered as main factor resulting into social inequality, economic disparity, unequal education and rural and urban divide in a society. Brain drain has become the grave issue of Pakistan (Kousar, S. et al., 2020). The unemployment stands as major socio-legal issue behind this entire brain drain. The main tenacity of this study was to explore the “News Treatment of the Socio-legal Issue (Unemployment) and Shaping the Public Opinion. The objectives of the study were: (a) To analyze the media agenda as public opinion in context of social issue unemployment among the readers of newspaper Daily Jung. (b) To analyze the media agenda as public opinion in context of social issue unemployment among the readers of newspaper Daily Dawn. Researchers used mixed method design for the study. The qualitative content analysis as well as survey of the readers of the selected newspapers was taken to study their perception on the highlighted social issue. News items printed on the front and back pages regarding social issue unemployment of Daily Dawn and Daily Jang Lahore for the period of 1st January, 2015 to 31st December, 2015 were taken as sample. A survey from the sample of 300 readers of both newspapers from five metropolitan cities of Pakistan was selected through simple random sampling technique to study the public opinion on the same socio-legal issue. The findings revealed that Daily Jang newspaper gave maximum coverage than Dawn to the unemployment issue by the placement of its news. There was close association among media agenda and public opinion with respect to Daily Jung as well as Daily Dawn newspaper on the socio-legal issue of unemployment. There was found a close association between media agenda and public opinion. The study supported both the hypotheses regarding the readership of unemployment issue and its discussion as priority agenda with their fellows.

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Vol. 11 No. 1 (2023)
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Articles
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Author Biography

FARRUKH NAZIR, MUHAMMAD FAROOQ, MUHAMMAD BILAL NAWAZ, MUHAMMAD ZAIN ZAMIR, ZAHID YOUSAF, MUHAMMAD BILAL BHATTI

1DR. FARRUKH NAZIR, 2DR. MUHAMMAD FAROOQ, 3DR. MUHAMMAD BILAL NAWAZ, 4MUHAMMAD ZAIN ZAMIR, 5DR. ZAHID YOUSAF, 6DR. MUHAMMAD BILAL BHATTI

 1Visiting Faculty

International Islamic University, Islamabad

2Visiting Faculty

Department of Mass communication & Media Studies

GIFT University, Gujranwala

3Assistant Professor

Department of Mass Communication

Lahore College for Women University, Lahore

4Lecturer

Department of Media & Communication Studies

The Islamia University of Bahawalpur

5Professor

Centre for Media and Communication Studies

University of Gujrat, Punjab

6Lecturer

Department of Mass Communication

Mirpur University of Science & Technology (MUST)

Mirpur, Azad Jammu and Kashmir

 

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