Over the past decade, Pakistan has witnessed a significant surge in citizen journalism, presenting a formidable challenge to the established mainstream media. Various factors have contributed to this shift, with one pivotal factor being the growing awareness among the populace that mainstream media in Pakistan is owned by corporate entities, serving the interests of its owners and a select group of anchors.
Furthermore, there has been a widespread realization among the public that the media is heavily influenced by powerful factions within the government, using its platform as a tool to manipulate facts and divert public attention away from pressing issues faced by society. This realization has led to a loss of trust in mainstream media outlets.
The recent elections have served as a stark manifestation of this reality. Despite the mainstream media's concerted efforts to portray a particular political party as the inevitable victor, the election results revealed a starkly different outcome. This disjunction between media narratives and electoral outcomes has further eroded public confidence in traditional media channels.
Consequently, there has been a notable shift in the public's consumption habits, with many turning to social media platforms and citizen journalism outlets for news and opinion formation. These alternative sources offer a more diverse range of perspectives and a perceived sense of authenticity, resonating with disillusioned audiences seeking unbiased information.
Assistant Professor Shakirullah Khan, who teaches journalism at Malakand University said that trust in mainstream media in Pakistan has waned due to perceptions of bias, sensationalism, and misinformation. However, additional factors contribute to its decline. Public skepticism, alongside the emergence of alternative news sources and citizen journalism, has eroded the credibility of TV channels and newspapers.
The democratization of content creation, facilitated by digital technology, has given rise to alternative narratives and voices that challenge the hegemony of mainstream media in shaping public discourse.
He further stated that traditional mainstream media outlets, including TV channels and newspapers, have experienced a significant decrease in audience and influence. This trend stems from changing consumer preferences, technological advancements, and evolving media consumption habits. The rise of digital media and social media platforms has transformed news consumption, offering convenience and a wide range of content options. Younger generations prefer personalized, on-demand experiences, gravitating towards digital platforms for tailored news updates and multimedia storytelling.
Audience fragmentation has also played a role, with niche content providers and personalized social media algorithms diminishing the dominance of mainstream media outlets. As a result, the once-captive audience base has dispersed across various platforms and sources, posing challenges to traditional media channels.
While certain mainstream media outlets have embraced digital transformation and extended their online reach, others have encountered difficulties in adjusting to the evolving landscape. Legacy infrastructure, inflexible business models, and a reluctance to innovate have impeded their capacity to compete effectively in the digital era.
The democratization of content creation, facilitated by digital technology, has given rise to alternative narratives and voices that challenge the hegemony of mainstream media in shaping public discourse. Blogs, podcasts, independent news websites, and social media influencers provide diverse perspectives and narratives that appeal to niche audiences.
Professor Shehryar Khan, an expert in International Relations and Social Sciences, asserts that in an age characterized by social media dominance and instant connectivity, journalism is experiencing a profound transformation. While traditional media outlets still hold sway, they are no longer the exclusive arbiters of news.
Enter citizen journalism, a phenomenon wherein ordinary individuals assume a crucial role in reporting, analyzing, and disseminating information. The significance of citizen journalism cannot be overstated, as it epitomizes the democratization of the media landscape and introduces a fresh perspective to news coverage.
“The decline of mainstream media channels such as TV channels and newspapers reflects a broader paradigm shift in media consumption patterns and audience behavior in Pakistan. While conventional outlets retain their place in the media sphere, their influence and relevance are dwindling in light of digital disruption, evolving audience preferences, and the proliferation of alternative content sources. Adapting to these challenges will be imperative for the survival and progression of mainstream media in the digital era,” Professor Khan said.
While citizen journalism does not supplant traditional media outlets, it complements them by providing additional perspectives and coverage. In an era marked by skepticism towards mainstream media, citizen journalism acts as a counterbalance, offering alternative viewpoints and scrutinizing prevailing narratives.
Experts assert that citizen journalism is not only gaining traction in Pakistan but also worldwide. The reasons behind this phenomenon are manifold. Firstly, citizen journalists hail from diverse backgrounds, offering unique perspectives and experiences. This diversity enriches the news landscape by illuminating issues and events that may be overlooked by traditional media outlets.
Additionally, the proliferation of smartphones and social media platforms has empowered citizen journalists to report breaking news in real-time. This swift dissemination of information enables people to stay abreast of unfolding events, often outpacing traditional media coverage.
Moreover, citizen journalists operate on principles of transparency and accountability, holding institutions and individuals responsible for their actions. Through grassroots reporting, they unearth stories that might otherwise remain concealed and draw attention to matters necessitating public scrutiny. Citizen journalism fosters community engagement by empowering individuals to share their narratives and contribute to public discourse. It serves as a platform for marginalized voices, facilitating discussions on topics of local, national, and global importance.
While citizen journalism does not supplant traditional media outlets, it complements them by providing additional perspectives and coverage. In an era marked by skepticism towards mainstream media, citizen journalism acts as a counterbalance, offering alternative viewpoints and scrutinizing prevailing narratives.
The rise of citizen journalism in Pakistan reflects a broader trend of media democratization, challenging the hegemony of mainstream outlets and empowering ordinary individuals to participate in the shaping of public discourse. As the influence of traditional media continues to decline, the significance of citizen journalism as a vehicle for transparency, accountability, and grassroots activism will only continue to grow.