BS Thesis/ Reports 2023

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Browsing BS Thesis/ Reports 2023 by Subject "audience perception"

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    MEDIA PARTISANSHIP AND ITS EFFECTS ON AUDIENCE
    (DEPARTMENT OF MEDIA STUDIES KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-12) HIBA BASIT
    A quantitative approach was used in this study to find whether partisanship existed in Pakistani prime-time talk shows and what were its effects on audience polarisation. Prime-time talk shows from two leading Pakistani news channels, ARY News and Geo News, were selected for content analysis to check for the presence of media partisanship. The selected timeline for content analysis was April to September 2022 because of the increasing political instability in Pakistan after the success of the vote of no confidence against former Pakistani Prime Minister Imran Khan. A total of 144 episodes from each of the programmes, Off the Record hosted by Kashif Abbasi, and Capital Talk hosted by Hamid Mir, were studied. To determine the impact of media partisanship on audience polarisation, a survey of 200 participants aged 30 and older was conducted. Based on a variety of parameters, including the representation of various political parties, the choice of the panel for the debate, and the tone and conduct of the host towards guests from different political parties, the study concluded that partisanship occurs in prime-time talk shows on Pakistani news networks. The findings of the survey indicate that media partisanship has a direct effect on audience polarisation as the audience develops their political perspectives from talk shows and has become increasingly involved in political activities in the selected time frame. In conclusion, prime-time talk shows on Pakistani news channels give a biased political analysis that propagates particular ideologies in the audience. Over time, the audience has become increasingly divided over their political opinions and has lost the patience to respect differences of opinion required for the normal functioning of a society.