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The Asian Media & Mass Communication Conference 2010 Osaka, Japan 4.5 We would be better off if government is able to overcome ‘war on terror’ How much time do you share daily with family members to discuss political issues? Chi-Square Tests _______________________________________________________________________ Value df Asymp. Sig. (2-tailed) Pearson Chi-Square 5.870a 3 .118 _______________________________________________________________________ a 2 cells (25.5%) have expected count than 5. The minimum expected count is 2.10 4.6 We would be better off if government is able to overcome ‘war on terror’ How much time do you share daily with friends to discuss political issues? Chi-Square Tests _______________________________________________________________________ Value df Asymp. Sig. (2-tailed) Pearson Chi-Square 1.3975a 4 .845 ________________________________________________________________________ a 2 cells (50%) have expected count than 5. The minimum expected count is .18 Discussion This study applied uses and gratification theory considering that the media use is in fact motivated. In this study, many of the uses and gratification findings and theoretical approach were used in developing the conceptual frame work of the study. However the personality factors are left unattended which requires further investigation to predict more meaningful results. The paper aimed to elucidate more comprehensively the forms of participation of public in political affairs and the influence of electronic media in activating of public in the time of crises. The efficacy had a strong impact on participation as it was predicted by the communication variables. In other words electronic media have proved to create a sense of efficacy during political crises as a very effective mediator. Communication plays a critical role in motivating people. In this study, it has been confirmed that electronic media cultivates a dire need to use print media among people that takes them into a discourse state of affairs in a more conducive manner. Television provides national political information which has impact of awareness about crucial political issues and is primarily used for that function. As a matter of fact, the path of newspaper and television use is integral part of information process and dissemination. The pathway from electronic media use as a mediator toward the larger public participation through interpersonal discourse in political affairs reveals strong family ties as norms of the Pakistani society. Overall, it is evident that electronic media plays a 207
The Asian Media & Mass Communication Conference 2010 Osaka, Japan central role in stimulating and enabling local political participation with significant implications for processes of democracy in the country. References Ahn, C. (1995). Information oriented society and democracy. In Information-orientated society. South Korea, Seoul National University Publication. Bernd & Beber (2007) An integrated model of international mediation: who mediates, and how? Paper presented at the annual meeting of the All Academic Inc. Chicago, IL. Brian, H. S. (2006). Preliminary development of a model and measure of computermediated communication (CMC) competence. Journal of Computer-Mediated Communication .11 (2) , 629–666. Carpignano, P. (1997) The question of the media and the public sphere: The idea of the ‘Public Sphere’. Paper presented in Sawyer Semiar on Mass Media and the Public Sphere, organized by Transregional Centre for Democratic Studies, http:/www.newscholl.edu/tcds/sawy3.htm. Katz, E., Blumler, J. & Gurevitch, M. (1974). Utilizing the mass communication by the individual. In J. G. Blumler, & E. Katz (Eds), The Uses of Mass Communication: Current Perspectives on Gratifications Research. Beverly Hills & London: Sage Publications. McLuhan, Marshall, (1994) Understanding Media: The Extensions of Man. Cambridge: MIT Press. McLeod, J.M., Daily, K., Guo,Z., Eveland, W.P., Jr., Bayer , J., Yang, S., & Wang, H. (1999). Community integration, local media use and democratic processes. Communication Research, 23, 179-209. McQuil, D., Blumler, J.G., & Browmn, J. (1972) The television audience: A revised perspective. In D. McQuil (Ed.), Sociology of Mass Communication. Middlesex, England: Penguin. McQuil, D. (1983). Mass Communication Theory (Ist ed), London, Sage. Moyo, D. (2007). Alternative media, diasporas and the mediation of the Zimbabwe crisis. Ecquid Novi: AJS 28 (1-2), 80-105 Palmgreen, P., Wenner, L.A., & Rosengren, K.E., (1985) Uses and gratification research: The past ten years. In K.E. Rosengren, L.A. Wenner, & P. Palmgreen (Eds). Media gratification research: Current perspectives (11-37) Beverly Hills, CA: Sage. Paulino, R.A.F. (2004) Reception study: the labor world as a communication mediator. Corporate Communications: An International Journal. Volume 9, Issue 2, 104-117. 208
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