文章基本信息

标题：Global TV Channels Reinforce Attitudes of Local Opinion Leaders (An Investigation into Effects and Credibility)
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作者：Zahid Yousaf
期刊名称：International Journal of Social Sciences and Education
印刷版ISSN：2227-393X
电子版ISSN：2223-4934
出版年度：2012
卷号：3
期号：1
出版社：Federal College of Education
摘要：This study " Global TV Channels Reinforce Attitudes of Local Opinion Leaders " explores the impact of the different T elevision channels of Pak istan and the foreign TV channels on the people of Pak istan which for m public opinion as a whole. With the development of media, the debates about the outcomes of globalization divide the world into different strata. Through this study we intended to calculate and gauge the impact of the international English s peaking media in Pakistan and wester n hegemony of the media leads to inconsis tent flow of information, also through the ways in which it was communicated within the hierarchy of the country. T he survey is made to find out the influence of differ ent media channels on local opinion leaders of Pakistan. In this s tudy fifteen different ques tions were asked about their opinion regarding the res earch topic. People from multiple age groups, genders , professions and areas were the respondents in the s urvey. In this research both the public and private television channels are discus sed from Pakis tan moreover the international (wester n) news channels such as PTV world, Expres s, Pease, GEO, Expr ess CITY-42,Dawn News, CBNC News ,BBC wor ld and CNN news etc ar e addressed. The data gathered through the sur vey interpreted and analyzed by using the SPSS method. According to analys is of the data, mos t critics of televis ion in Pakistan are restr icted to viewing the media from this aspect-only in terms of s ocio-religious permis sibility-but the study of telev ision playing the role of an opinion for mational mode is being based on deeper and br oader per spective in the dev eloped world. Conclusively the study finds no significant change in the attitude of the opinion leaders. T he r eason probably is that media is fas t losing its credibility because it is being operated by a few vested inter ests. It has actually become an agent of powerful elites in the society. Thus, the hypothesis that foreign media will have an influence on the attitude of the opinion leaders has not been proved. The foreign media is also not considered credible by local opinion makers. It will be an agenda for the futur e researchers to find out the influence of global s atellite media on common people who are expos ed to it becaus e of its immense glamour and r each.
关键词：Glob al TV Cha nnels; opini on leaders; gl obal izati on; effects of media