MEDIA PARTISANSHIP AND ITS EFFECTS ON AUDIENCE
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Date
2023-06-12
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DEPARTMENT OF MEDIA STUDIES KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,
Abstract
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.
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Keywords
media partisanship, audience polarisation, political talk shows, audience perception, news media influence