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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Wu, I.J. & Lin, J. C. & Guo, J. J. (2003). The development of cross-strait compare public relations industry - a pilot study. Fu Jen Catholic University, the mass media, Taiwan. Suen,S.H (1997). Public relations. Theory, strategy and case study.Taipei. Cheng Chung Bookstore.Taiwan. 199
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Electronic Media and Interpersonal Discourse: Mediation in Crises Masrur Alam Khan* Rehana Masrur Khan** ABSTRACT The uses and gratifications theory addresses individuals’ social integrative needs through interpersonal interaction within social network as conversational currency. The media, specifically electronic media, provides a common ground for social integration among individuals. This study examines how electronic media portrays the most sensitive issue of militant insurgency in the country and subsequently mediates it through interpersonal discourse to develop their social consensus. In this study, television news channel has been conceptualized as main source of information that leads to interpersonal discourse on current burning issue in the country. It is hypothesized that the greater exposure to television news, the greater the interpersonal discourse about militant insurgency. Secondly, the exposure to television news through mediation of interpersonal discourse increases social empathy towards the victim of militants. Empathic individuals often have a strong self-concept and high selfesteem, which enables them to be generous with others, particularly those 30 million Internally Displaced Persons of North West frontier region of the country who have been victims of present militant insurgency. The study empirically confirms the influence of electronic media through interpersonal discourse which has created a sense of efficacy toward victims of militant insurgency d Key Words: Electronic Media, Interpersonal Discourse, Mediation, Uses and Gratifications, and Militant Insurgency …………………… * Professor/Dr. and Head, Department of Mass Communication at NUST Business School, National University of Sciences and Technology, Islamabad, Pakistan, masrurk@yahoo.com ** Professor/Dr. and Dean Faculty of Education Allama Iqbal Open University, Islamabad, Pakistan 200
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(Person) Percentage - Sabanci University Research Database

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