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Important announcement

Graded Discussion Board

Theories of Communication (MCM511)


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This is to inform that Graded Discussion Board (GDB) will be opened on January 28, 2016 for discussion and last date for posting your discussion will be January 29, 2016.

Topic/Area for Discussion

 " Framing & Spiral of silence”

This Graded Discussion Board will cover lesson 34 &35.

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Replies to This Discussion

Discussion Question

Framing is "the subtle selection of certain aspects of an issue by the media to make them more important and thus to emphasize a particular cause of some phenomenon". No content on media can be published or broadcasted without framing. Keeping in mind the causal relation between media framing and public opinion, give your point of view as a member of society about the media coverage of actions taken by Food control authority in Punjab.

All student share your idea

please share idea ?????????????????????????????????????????????????

The Punjab Foods Authority (PFA) is a provincial government department that is working in various big and small cities of the province of Punjab to guarantee provision of fresh, healthy, uncontaminated and non toxic food items to every individual living in the province. This department was basically established to formulate the unbiased standards for manufacturing, serving or storing food items. the PFA came into exsistance under the "Punjab Food Authority Act 2011". Since its creation it has been serving its purpose in the province just like any other fedreal or provincial govenrmnent department. Currently, the PFA is headed by a female named Ayesh Mumtaz, who along with her team pays uninformed vists to different food factories, famous resturants, big or small hotels, local bakeries and other eateries in order to view and evaluate the hygiene standards being followed there for manufacturing of food items. PFA not only evaluates them but may also fine / challan them, confessscate their licenses or seal them temporarily or on permanent bases, with full legal authority.

In my view, the way in which the PFA, its officials and their workings was covered and highlighted by the local media was the need of the hour becasue a lay persn is already mentally preocuppied by his / her daily life routine that no one ever lended a thought to this issue. Some day or the other, everyone may have to eat from a market and if the food avaiable in the market is not hygienic than buying such food is equal to purchasing a disease blind folded. Although the overall hipe created on the media bout the PFA and its officials  began to  get exploited by people as lay people statred viering these officials as their heroes and startd ignoring the fact that they are also humans, they can also make mistakes,.

The image thus created of this departement was somewhat of a 'heroic figure / leader who showed people the right path and enlightened their way of life'.  the causal relationship of framing and public opinion on an issue is cearly visible in this scearioe

As a member of the society myself, i view this medaia coverage of the issue as ample, and requirement of the time, people should come to know about the big thigs that touch the small things in their daily life that they otherwise do not even think of. Every media should play this role in their respective society.

In my opinion it was really required for the awakening of people as the positive consequences that resulted from this media coverage include:

  •   common people came to know about the exsistence of such a departement where they can register a complaint on such issues
  • the overall level of awareness on th issue increased and people became more pecular about food
  • people became aware of their rights
  • people came to know that those who provide unhygienic food are criminals and should be trated like one, etc

My gdb

Now day’s social media play is very important role in Pakistan. Social media awareness to and use for information sharing its working as like different types of media technique. Public say the food authority may by notification, appoint public analysts for such areas as it may assign to them. Punjab food authority has rather provide the best quality of food to the consumer and there is no way you can get away with the punishment for your negligence. Apparently, not everybody is impressed with the Punjab food. Authority’s rather impressive crusade of cracking down on unhygienic are not apprehended that crime and corruption became so commonplace. Unless directed by the court, shall bear its cost. The Punjab government has gained the initiative in a small butt appreciated way; it must continue the good work.


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