(U-1:) A CRITICAL OVERVIEW OF THE CHANGING ROLE OF MEDIA, UNDER THE LIGHT OF MEDIA EXPERTS, PHILOSOPHERS AND JOURNALISTS.

ماہرینِ ابلاغیات اور معروف صحافیوں کے خیالات کی روشنی میں میڈیا کے بدلتے ہوئے کردار کا تنقیدی جائزہ

Abstract

This research presents a critical examination of the changing role of media in contemporary society. Historically, media was regarded as a responsible institution that informed the public, raised awareness, and contributed to social development while maintaining independence from state control. However, over time, the negative aspects of media practices became increasingly visible, and the industry gradually transformed into a profit-driven enterprise. As a result, serious concerns emerged regarding the media’s neutrality, ethical standards, and sense of responsibility. Drawing on the perspectives of prominent media theorists, philosophers, and journalists—including McLuhan, Horkheimer, Herman, Chomsky, Karl Marx, Davies, Kuldeep Nayar, Wusatullah Khan, Khursheed Nadeem, Mahmood Shaam, and Nisar Zuberi—this study critically analyzes how economic interests, political pressures, and corporate influence have reshaped the modern media landscape. These thinkers highlight that contemporary media often prioritizes ratings, profit, and ideological agendas over truth, accuracy, and public service. The findings of this research indicate that media today operates largely within commercial and corporate frameworks, which undermines credibility and compromises journalistic integrity. The study recommends that media organizations adopt strict ethical codes, ensure internal accountability, and continually evaluate their practices. It further suggests that the government should establish a transparent and impartial regulatory structure that protects public interest while upholding freedom of the press.