Role of Media in Transforming Political Culture: A Comparative Study of ARY and Geo News in Political Agenda Setting

Abstract

Aim of the Study: This study analyses the two famous TV channels ARY and Geo News particularly, to investigate their political debate shows i.e. “Off the Record” & “Capital Talk”, which might be cornerstones in political agenda setting, predominant on the country's broadcasting channels. This study investigates at how media influences public opinions and encourages people to change their mindset. This study also highlights how these two talk shows can shape what people think is important and what they should be concerned about.  

Methodology: This research adopts a quantitative approach to how ARY News and Geo News affect political awareness among the people of Pakistan. Talk shows like “Capital Talk by Hamid Mir” and “Off the Record by Kashif Abbassi” are focused due to their high viewership. A total of (n=50) respondents were selected using a stratified random sampling technique. Participants were chosen based on age, gender, education level, and affiliations to ensure a diverse representation. The sample included people from urban and rural areas to reflect different regions of the country.

Findings: Media significantly influences public opinion and shapes political culture in Pakistan. ARY and Geo News, as leading news channels, have played a crucial role in establishing the political agenda and framing the public discourse. Both ARY and Geo News have demonstrated a considerable influence on establishing political agendas.

Conclusion: Media access acts like a “Magical Key”. It gives people a vast amount of information and helps them stay connected. The proposed study concludes that people can find a variety of viewpoints through news channels and online platforms. They can participate in discussions and create their own opinions. However, it's crucial to critically assess the information to gain a complete understanding of the relevant issues.