The Impact of Sensationalism on Urdu Press: A Quantitative Analysis

Abstract

Urdu language newspapers were instrumental during the independence movement. Radical and ethical journalistic approach proved very effective and played a pivotal role in the creation of Pakistan. However, Urdu journalism changed over time and underwent structural as well as ideological transformation mostly dominated by corporate ownership in Pakistan. There have been commercial agents that use journalism for their corporate purposes. Despite huge concerns and open criticism, their presence has had a significant impact on newspaper practices today in a number of ways. The way news is reported, language choices and photographic selection, has been influenced by corporate as well as cross media ownership. Urdu press enjoys maximum readership in Pakistan and has subsequent influence on public perception and opinion making. Therefore, present study focuses on the impact of sensationalism on Urdu press. A quantitative approach has been adopted by using purposive sampling method. 100 respondents were sent with a carefully constructed questionnaire. Findings of the study show that Urdu press is sensational and dramatized in nature. Keywords: Urdu Journalism, Sensational, Dramatization, Public perception