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Journalism Ethics: Evidence from Media Industry of Pakistan

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 Journalism Ethics: Evidence from Media Industry of
Pakistan
Sidra Arshad and Badar Nadeem Ashraf

Abstract
Freedom of media is considered important for democratic societies due to its roles of
information provider and watchdog. However, more freedom stresses to act more responsibly. In
this regard, media ethics acts as important guidelines for journalists to self-regulate their
behavior. After the implementation of more liberalized media policy in 2002, media in Pakistan
has got more freedom and voice, recently. In this paper, we analyze the journalism principles,
such as coverage, biasness and objectivity, practiced by the print and private television media in
Pakistan after liberalization. We find that many gaps exist in actual media practices as
compared to ethical behavior. Our findings suggest that the immature private TV news channels
and competitive print media sectors lack many basic professional ethics of journalism and needs
to improve them to justify their liberalization.
Keywords: Media ethics; Pakistan; media freedom; coverage; biasness; objectivity

Suggested Citation:

Arshad, S., & Ashraf, B. N. (2014). Journalism Ethics: Evidence from Media Industry of
Pakistan. Global Media Journal: Pakistan Edition, Volume (7), Issue (2), pages 25-36

Introduction
Media plays an important role in informing the people about the truths. In this regard, journalists
collect the information, edit it and finally disseminate it to the general public. Professional ethics,
such as what kinds of topics to cover (balance), accuracy, truthfulness, impartiality, fairness and
the respect of individual‟s privacy, act as important guiding principles for journalists to maintain
the integrity of the news content. However, extant literature has found that the whole process of
information dissemination to the general public involves different interests such as personal
interests of information source or journalist, ownership interests of media organizations,
reputation of politicians, agenda of interest groups, policy implications for governments, fame of
advertisers‟ products, size of the target market and preferences of the audience (McManus 1994;
Schudson 2003; Strömbäck & Karlsson 2011). And, all these interests impair the capability of
journalists to disseminate the news content timely, unbiased and in accurate form to the general
public. Similarly, some other studies state that, despite the existence of professional ethics in
written forms, journalists are often driven by different personality traits to reach a decision when
they caught in situations like ethical dilemmas. For example, Pasti (2005) argues that younger
and older journalists make decisions differently when they caught in ethical dilemmas and, thus,

1
emphasizes the importance of demographic factors in decision making in ethical dilemmas. In
this sphere, other scholars have emphasized the importance of factors such as journalists‟
education, experience and attitude towards profession, among others.
Regardless of all this involvedness, the responsibility to inform people with accurate information
stays with the journalists. In this direction, Strömbäck and Karlsson (2011) find that, although,
role of journalists in news content has decreased in first decade of twenty-first century due to
latest technological and ownership transformations in the media industry, however, still the most
prominent role in news content is of the journalists. Moreover, research suggests that journalism
has become more interpretive and less descriptive across time, which may have increased the
influence of journalists over media content in recent years (Barnhurst & Mutz 1997).
In this paper, we review and collect empirical evidence on the current situation of media ethics in
Pakistani media industry. Over the last decade, Pakistani media has experienced dramatic
changes due to the factors such as liberalized media policy introduced by the government in
2002, technological advancements in media industry, and increased awareness among young
individuals due to the increase in literacy rate and university education. As a result of liberalized
media policy, many private TV news channels have been licensed. These channels are in head-
to-head competition in newly established immature electronic media industry. In addition,
broadcast media, by reducing the popularity of print media, has brought main newspapers in
intense competition among each other. In this scenario, the immature electronic and competitive
print media industry in Pakistan is more vulnerable to unethical professional practices. Further,
the Pakistan Electronic Media Regulatory Authority (PEMRA) is planning to adopt a new code
of ethics for the media industry. In this situation, it is timely to analyze the current status of
ethical practices in Pakistani media industry.
We use an indirect method to study ethical practices in Pakistani media industry. We compare
ethical principles, such as coverage, biasness and objectivity, with actual empirical evidence
provided by different studies on Pakistani news papers and private television channels.
For this purpose, we selected all those studies which examined the news content of main
newspapers and private television news channels published in different journals over the period
from 2002 to May, 2014. Viewers can best judge the practices and news quality of television
news channels, therefore, we also include those studies which surveyed viewers to assess and
compare news quality of television channels. We found that most of the studies on Pakistani
print media have focused on three English newspapers, the Dawn, the News and the Express
Tribune, and three Urdu newspapers, the Jang, the Khabrain and the Nawa-i-Waqt. Studies
focusing on television news channels normally included six or less main private news channels
named as AAJ, ARY, Dunya, Express, Geo and Samaa news channels.
Use of published studies to examine that „what kind of journalistic principles the Pakistani media
is following‟ has many advantages. For instance, using evidence on journalistic practices,
examined and studied by different scholars, reduces the chance of personal biases in research by
one or a group of few individuals. Further, this method provides us the opportunity to get
evidence on many different issues perceived and analyzed by different scholars, which otherwise
were difficult to study in one particular paper. Finally, it helps us to study the overall picture
perceived by the academia and the audience.
Findings of our study support that although some particular newspapers or television news
channels are comparatively better than the others in professional ethics, but overall there exists
many gaps. We find that English newspapers are better than their Urdu counterparts with respect

2
to biasness and objectivity. However, these gaps are highest with respect to private TV news
channels.
The rest of the paper proceeds as: In section 2, we review the literature mainly focusing on the
media ethics and the factors which can influence ethical decisions of journalists. Section 3
presents the current state of print and private television media in Pakistan. In section 4, we
collect evidence from different published papers on some basic ethical principles of journalism.
Final section concludes the study with some important suggestions.

Literature Review
Media ethics
A discussion is about ethics if it entails questions such as “what is good, what is right, or what is
virtues” (Ward 2011). According to Ward (2011), ethical discussions may be about philosophical
or applied ethics. Theorizing in philosophical ethics is concerned about purpose, history, theory
or nature of ethical concepts and ethical statements. While in applied ethics, it is more concerned
about the criteria of right or wrong, and the specific principles about a domain of the society or a
profession.
Media ethics is a type of applied ethics. In media ethics discussion, main focus is the analysis
and application of relevant ethical principles to the practice of news media. More specifically,
media ethics studies the principles that guide the journalists to keep responsible conduct among
each other and with the society (Ward 2011). Media ethics is concerned about both freedom and
independence of media, on one hand, and using this freedom and independence responsibly, on
the other hand. In this sense, media ethics stress journalists to use their freedom responsibly and
make them accountable for the consequences of their actions on others.
Despite long research on media ethics1, there is no consensus among media scholars on widely
accepted set of media ethics. However, some researchers have endeavored to understand the
basic ethical principles that can be considered inherent to journalism (Meyers 1993; Bertrand
2000; Plaisance & Skewes 2003; Khan 2011). Common subject-matters of these discussions are
truthfulness and objectivity of information, neutrality of journalists, privacy of the news source
and the public, and a commitment to avoid unjustifiable harm to others, among others. For
example, Meyers (1993) suggests that journalists regularly cause harm to others such as invading
privacy or airing offensive material, by arguing that it fulfills a greater moral purpose—
satisfaction of the public's right to know. But journalists often cause harm by reporting those
things which the public has an interest in, rather than the things which the public has a right to
know. He names it an unethical behavior. Bertrand (2000) summarizes that code of journalism
ethics normally includes prohibition clauses such as not to lie, not to hurt anyone needlessly and
not to appropriate someone else‟s property; and journalistic principle clauses such as to be
competent, to be independent from economic, political and intellectual forces, to give a full,
accurate, fair, understandable report of the news, to have a wide and deep definition of news (not
just the obvious, the interesting, the superficial), to serve all groups (young/old, rich/poor,
conservative/ liberal etc.), to defend and promote human rights and democracy, to work towards
an improvement of society and to do nothing that may decrease the public‟s trust in media.

1
Joseph and Boczkowski (2012) review the literature regarding discussion of media ethics based on different
theories.

3
Several comparative studies have found a mixture of common factors present in most of the code
of ethics in one form or the other. For instance, Bruun (1979) investigated 59 codes of ethics and
concluded that the three most common issues were professional discretion, truth and the
objectives of mass communication. In another similar study, Jones and Unesco (1980) examined
50 codes and found that the most common issues were objectivity, integrity and truth.
Some theoretical media scholars have also tried to create some consensus on above factors. For
example, Christians (2005) argue that ethical principles such as truth-telling, human dignity, and
non-maleficence are citizen ethics rather than professional ethics; and provide a frame of
reference internationally for assessing local news media practices and formulating codes of
ethics. Ross and Cormier (2010) have mentioned detachment from personal bias, objective
reporting and a commitment to the truth as basic principles of journalism, which apply to all
journalists and are more needed in today‟s digital world. Similarly, Detenber and Rosenthal
(2014) have used truth telling, independence, accountability and minimizing harm as basic
principles of journalism for their study.
Factors influencing journalist’s ethical practices
Media scholars have explored a number of factors that influence ethical decision making of the
journalists while performing editorial work in newsrooms. These factors can be grouped into
four distinct but related categories: those relating to journalists themselves, those relating to non-
journalists who influence journalists, those tied to the media organization and industry structures
and those that are connected to broader societal considerations.
First type of studies emphasizes that the factors which influence the ethical decisions of
journalists relates to journalists themselves. Journalists work at the core of the news production
processes, and clearly have an influence over media content. In sum, this strand of literature
suggests that factors such as personal values, education, role at work, work experience,
professional confidence, personal interests, and age of a journalist can influence the ethical
decisions made by him in a newsrooms (Berkowitz 1993; Coleman & Wilkins 2002; Berkowitz
& Limor 2003; Plaisance & Skewes 2003; Pasti 2005; Motlagh et al. 2013).
Second type of studies argues that non-journalists strive to influence the decision-making of
journalists (McManus 1994; Shoemaker & Reese 1996; McManus 1997). These studies argue
that news is produced by journalists within media organizations having complex relationships
with both, internal and external, actors. The important groups which can influence news content
are owners of media organizations, interest groups, politicians, advertisers and the audience. For
owners of media organizations, McManus (1997) argues that owner‟s authority surpasses that of
journalist‟s role and the journalist becomes decision-taker rather than his natural role of the
decision-maker. Similarly, to form favorable public opinion on various matters, interest groups
and politicians both, through different agenda building strategies, make consistent efforts to
manage and influence the news content (Zoch & Molleda 2006; Stromback & Kiousis 2011).
Likewise, advertisers influence the news content by demanding the time segments with most
audiences or the time segments which they see more attractive for their ads (McManus 2009).
Finally, the audience is the key group for all media companies. Success in getting the audience
attention is a requirement for success in other aspects such as informing the people, getting the
advertising revenue, recruiting the talented staff, shaping the public opinion and attracting the
investments.
Third type of studies finds the ethical decisions of the journalists can differ depending upon the
size of the media outlet; journalists working in small news organization make ethical decisions
differently than those working in big organizations (Bunton 1998; Reader 2006). For example,

4
Reader (2006) finds that at large newspapers, journalists approach ethics with more concern for
their newspapers' professional reputations, whereas journalists at small newspapers are more
concerned about their newspapers' relationships with their communities.
Fourth type of studies mentions that large societal factors and pressures influence the choices and
decision-making process of journalists. Researchers have studied these factors in both historical
and contemporary contexts (Fedler 1997; Thornton 2000; Berkowitz et al. 2004). For example,
Fedler (1997) and Thornton (2000) both concluded that strong external pressures have existed on
the journalism from start of the twentieth century. Moreover, Fedler (1997) found that some
journalism practices of the early twentieth century may be deemed unethical today, but that were
completely accepted societal practices in that days.
Within the contemporary context, the social factors such as national cultural values and laws
have been found relevant to the decision-making of journalists in ethical dilemmas (Voakes
1997; Sylvie & Huang 2008; Roberts 2012). Specifically, Sylvie and Huang (2008) found that
society values, in addition to personal and organizational values, are important predictors of
ethical decisions. Similarly, in a recent cross-country study Roberts (2012) have found that same
national cultural values appear in the journalism code of ethics of different countries almost
similarly. In his study, Voakes (1997) found that legal constraints with other factors significantly
influenced the journalists‟ ethical decision making.

Media Landscape in Pakistan

The current Pakistani media landscape reflects a multi-linguistic, multi-ethnic and class-divided
society. There is a clear divide between Urdu, national language, and English, official language,
media. The Urdu media, particularly the TV channels and newspapers, are widely viewed and
read by the masses—both in urban and rural areas. However, the English media is urban and
elite-centric. English print, television and radio channels have far smaller audiences than their
Urdu counterparts, but have greater leverage among opinion makers, politicians, the business
community and the upper strata of society.
Before 2002, the Pakistan‟s electronic media was under heavy control of the government. And
new developments in electronic media in Pakistan started in 2002 with promulgation of the
Freedom of Information Ordinance of 2002 and the Pakistan Electronic Media Regulatory
Authority (PEMRA) ordinance of 2002. The freedom of information ordinance contains positive
features acknowledging citizens‟ right to know.
To bring its vision of liberalized media in the country, the military government of Pervez
Musharraf, promulgated PEMRA Ordinance in 2002 to establish Pakistan Electronic Media
Regulatory Authority. Mandate of PEMRA is to improve the standards of information, education
and entertainment, and to enlarge the choice available to the people of Pakistan Including news,
current affairs, religious knowledge, art and culture as well as science and technology (PEMRA
website). To meet this mandate the ordinance provided to open up broadcasting media for private
sector. In addition, it contains provisions to regulate the operations of all the broadcasters and
cable television stations established under this ordinance.
After promulgation of above ordinances, a number of private TV channels have got licenses to
operate in Pakistan. According to the PEMRA statistics, more than 80 satellite TV channels were
working in the industry at the end of year 2013. Licenses are granted in categories of education
and news and/or entertainment specific channels.

5
This progress has led to a new era of information age in the country with many TV news
channels both in English and Urdu languages. These channels immensely compete among
themselves for market share. This competition is, further, toughened by the landing rights given
to foreign channels such as CNN, BBC world, Sky news etc., to operate in Pakistan. Although,
English channels have their place, however, cut-throat competition is observed among major
Urdu news channels such as AAJ, ARY, Dunya, Express, Geo and Samaa news channels (Raza
et al. 2012). Media landscape is quite vibrant and the channels enjoy independence to a large
extent. This fierce competitive environment has both its pros and cons.

Journalism ethics in Pakistan

Although, there are several aspects of media ethics, however, in this study we choose three very
basic, but very important aspects to analyze media ethics as practiced by media industry of
Pakistan. These are coverage, biasness and objectivity of news information.
Coverage
Media should be representative of the overall society. Media ethics requires a balanced coverage
to all important aspects of the society. In this respect, some studies have appreciated the role of
Pakistani media, while others have mentioned important, but, ignored areas.
Media has an important role in institution building by informing and educating the
masses. Over the decades, Pakistan has been caught in political instability due to consistent
efforts by army coups to override democratic governments. Getting voice after the liberalized
media policy, media has contributed to strengthen democratic institutions. Several studies have
appreciated the media‟s role in Pakistan. For example, Hassan (2012) analyzed the newspapers‟
coverage of civil society during 2002 and find that the newspapers gave the supportive coverage
to civil society during the study period, proving its movement towards pluralism and social
responsibility, even under the authoritarian regime of General Pervaz Musharraf. Similarly,
Mcdowell et al. (2012) acknowledge the Pakistani media‟s role in framing the legitimacy of
parliament and judiciary, and illegitimacy of extra-constitutional step of dismissing the chief
justice of the Supreme Court by the then military government in 2007. To examine the impact of
TV news channels on public opinion, Yousaf (2012) surveyed more than hundred citizens, both
male and female, and found that private media in Pakistan is rendering marvelous services to
Pakistani society in its political socialization and producing political awareness in the masses.
Sabir (2011) summarize that Pakistani media has played an important role in promoting
nationalism by responding to the matters of national security and the propaganda of military.
Despite these appreciations, some studies have highlighted the important domains, such
as entrepreneurship development (Ali et al. 2012), cultural diversity (Rasul & Proffitt 2013),
corruption (Abid & Shah 2011), and social problems of religious minorities (Ambreen 2014),
largely ignored by media, but important to a developing and multicultural country like Pakistan.
For instance, Syed (2008) examines ethnicity, race and religion as represented by two popular
newspapers in Pakistan with an aim to understand the development of attitudes towards diversity
and to outline the prospects for multicultural policies in Pakistan. Their findings suggest that
print media overwhelmingly emphasized on Pakistan‟s Islamic identity, whereas other forms of
identity such as race, ethnicity and religious denominations remain invisible.
We found three papers which have examined religious minority‟s portrayal on print (Ali 2010;
Ambreen 2014) and TV media (Ahmed et al. 2014). Together findings of these studies suggested
that newspapers reported controversial issues regarding minorities in positive way, but largely

6
ignored social problems of minorities. And popular news channel Geo gave very little space to
minority issues.
Abid and Shah (2011) analyze a large number of news articles on corruption published in
leading news papers. Their findings suggest that newspapers have largely focused on public-
sector corruption related to financial resources, and have almost completely ignored private-
sector and intellectual corruption.
On the other hand, numerous studies have raised objections concerning media coverage of trivial
events in more details, and airing/publishing homogenous news content. For example, Raza et al.
(2012) states examples of one prominent TV news channel which gave breaking news that Mr.
Nawaz Sharif gets his boarding pass and he is going towards plane. And live coverage given to
Mr. Chief Justice of Pakistan while he was attending a marriage ceremony. Rasul and Proffitt
(2013) argue that the proliferation of TV channels, radio stations and newspapers owned by same
media groups have failed to promote content diversity, and media companies are producing
homogenous content that appears across multiple media outlets owned by those companies. In a
recent study, Mursaleen et al. (2014) surveyed more than three hundred individuals for assessing
the quality of service provided by main TV news channels. They found several gaps between
expected and perceived service quality. They observe comparatively large gaps on items such as
corruption in news channels, representation of all cultures and number of commercials aired.

Biasness
Media should inform people about issues in neutral way. In this respect, a number of studies
have investigated the news content of newspapers and TV channels for assessing the biasness in
news content.
Jan et al. (2013) examined the coverage given to the activities of the Pakistan Tehreek-i-
Insaf, famous political party, in two leading English dailies, the Dawn and the News. They found
that two leading papers covered the political activities of Pakistan Tehreek-i-Insaf differently.
Daily News gave more coverage to PTI as compare to the Dawn. The Dawn deals with the same
issue in a neutral and objective way, but the approach of the News remained subjective.
Raza and Akbar (2012) investigated that how did the print media discourses presented the image
of the then Pakistan‟s President Asif Ali Zardari. They examined one hundred and eighty
editorials published by the two main English newspapers, the Dawn and the News, from Nov,
2009 to Jan 2010. They concluded that the News constructed a biased and negative image of
President Zardari by its speculative language, tone and representation, while the Dawn presented
the same issue in its editorials in neutral and balanced way.
Recently, Hassan and Sabir (2011) found that main newspapers had portrayed NGOs in a
biased manner. By analyzing main newspapers of Pakistan for their portrayal of NGOs, Hassan
and Sabir (2011) found that the National press negatively framed NGOs in the period under
research, instead of their positive contributions to social development. Media largely portrayed
them as the agents of the West, endorsing the allegations leveled against NGOs by those who
opposed their establishment.
Sadiq and Qureshi (2010) also felt that newspapers missed the fair and equal
representation of all sides while examining the news content related to the nuclear proliferation
case. They analyzed the editorials of two English newspapers, the Dawn and the News, and two
Urdu newspapers, the Khabrain and the Nawa-i-Waqt, reported on the issue of proliferation of
nuclear technology. Government put the blame on nuclear scientist Dr. Abdul-ul-Qadeer Khan of
nuclear technology proliferation for personal gains and called him for trial in the court. Issue was
reported in newspapers. The editorial analysis of Sadiq and Qureshi (2010) revealed that the

7
Dawn newspaper remained neutral and used 50.23% favorable judgment sentences and 49.77%
unfavorable judgment sentences towards government. On the other hand, the News used 60.27%
favorable and 39.73% unfavorable judgments and showed leaning of the newspaper towards the
government. For Urdu newspapers, the Khabrain also showed neutrality with 47.27% favorable
and 52.73% unfavorable judgment sentences, while the daily Nawa-i-Waqt showed a strong bias
against the government by using 18.61% favorable and 81.39% unfavorable judgments.
For TV news channels, Eijaz et al. (2012) argue that television news content mostly
depicts those who are already prominent people and ignores the activities of those who are less
prominent. Further, they argue that the television media has proved a mouthpiece of ruling class
in Pakistan. In another study, Raza et al. (2012) conducted a survey of viewers about
sensationalism, bias and credibility of main private TV news channels. Results indicate that fifty-
six percent of the respondents reply that Geo news channel has a bias in terms of tone, language
and presentations. The second most biased channel is Express news with a high difference of
25%.

Objectivity
Juan Ramón (2012) argue that the most widely shared idea about the definitions of objectivity is
the idea of value-free facticity, which must rule journalistic reporting. As Hackett (1984) put it as
„The ideal of objectivity suggests that facts can be separated from opinion or
value judgments and that journalists can stand apart from the real-world events
whose truth or meaning they transfer to the news audience by means of neutral
language and competent reporting techniques.‟ (1984, p. 232)
As mentioned above also, Sadiq and Qureshi (2010) examines the objectivity-level in reporting
of nuclear proliferation case in main English and Urdu newspapers. They analyzed news items,
editorials, articles and pictures, and observed that more inferences and judgments were used in
editorials and articles. Their findings suggest that inclination towards judgment sentences
contributed to a low level of objectivity and declined the reliance of the coverage. They suggest
that although Pakistani media is considered more outspoken and objective in South Asia, but it
lacks the awareness in the use of judgments and inferences in news content, the factors which
contribute to the level of objectivity.
Similarly, for media reporting about NGOs, Hassan and Sabir (2011) found that
media represented NGOs negatively. They found that investigative reporting was not
done to frame the image of NGOs, nor did the press make an effort to follow the
principles of objective and unbiased reporting.
Same is the case with religious minority‟s reporting on print and television media. Findings of
the Papers, which have examined religious minority‟s portrayal on print (Ali 2010; Ambreen
2014) and TV media (Ahmed et al. 2014), suggest that media covers minority‟s issues positively
according to the agenda of the government and usually lack the investigative behavior required
to inform people about all issues related to minorities such as their social problems.
For private television news channels, Raza et al. (2012) found the practice of news content
reporting as not fair. They surveyed viewers and found that respondents believe that the private
television news channels are sensitizing the issues frequently regarding politics, crime, terrorism,
and celebrity etc. Their results showed that these channels present routine news events as
breaking news to create hype. In another study, Paracha et al. (2013) found that news channels
report the news related to terrorism exaggeratedly, and sometimes without confirmation, to make
it exclusive and breaking news. They cited the example as

8
 „if a cylinder blasts in a market or in a house, breaking news comes at that time
without any confirmation says that a bomb went off somewhere in the area but we
have no further information and when we get new information we will update
you. After some time breaking news is broadcast that it was not bomb blast but
actually a cylinder blast in a house.‟ (2013, p. 63)
Similarly, number of persons died or injured reported by media often do not match with actual
numbers.
These findings suggest that newspapers‟ writers lack the skills to use judgments and inferences,
and television news channels have not used competent reporting techniques. Given long history
of print media in the country, irresponsible behavior of some of the newspapers in language
using is surprising.

Responsible factors
In this section, we try to find out the factors which have more prominent role in causing
deviations from media best practices in media industry of Pakistan. Our above discussion
suggests that both kind of factors, media organization-level and journalist-level, are in play in
this domain. For media organization-level factors, analyses done by different researchers, as
summarized in section 4 above, show that the English newspaper, the News, Urdu news
newspaper, the Jang, and TV news channel, the Geo, always appear more defiant of media ethics
as compared to other newspapers and TV channels. And both of the newspapers, the News and
the Jang, and news channel, Geo TV, belong to the same media group, „Jang group‟ which is the
leading media group in Pakistan. On the other hand, the Dawn newspaper always appeared as
neutral and more professional newspaper. Other newspapers and TV channels appeared in
between these two extremes. Here, we complement to Pintak and Nazir (2013) who surveyed a
large number of Pakistani journalists and found that the practicing journalists consider media
organization ownership as one of the most influential factors on journalistic practices in Pakistan.
Other factors such as government and corporate pressure, and severe competition among main
media organizations are also expected to have strong influence at this level. For example,
government as owner operates six terrestrial channels under the name PTV (Dickinson &
Memon 2012). Dickinson and Memon (2012) further argue that government and military
influence is strong on Pakistani media and is secured not only through ownership of media
outlets but also through the exclusive supply of news via official information and public relations
bureaus. They further argue that the Pakistani government also exercises its power to a
significant degree through its dominance as an advertiser. Government advertising revenue
accounted for an estimated 30 per cent of all advertising revenue for print media in 2007 (Press
Reference, 2007). The threat from the Government to withhold advertising can thus readily curb
press criticism.
For journalist-level factors, findings of our above analysis suggest that Pakistani journalists lack
expertise for basic journalism practices such as preparation of news content and use of inferences
and statements. In this regard, Pintak and Nazir (2013) surveyed 395 journalists during 2010 and
find that Pakistan journalists are mostly young, inexperienced and untrained for basic journalism
practices. For example, their survey finds that almost 80% of surveyed journalists were under the
age of 40 years. And, although an impressive 95% of journalists had completed an undergraduate
degree, but just under half took journalism courses in college, and about the same percentage had
no journalism experience before being hired. Further, analysis of Pintak and Nazir (2013)
suggests that Pakistani journalists themselves recognize that journalists‟ lack of professionalism

9
is one of the important challenges faced by the media industry in Pakistan. Khan (2011) adds to
this fact further and argues that „Professionalism in the Pakistani media is more of a self-concept
than a reality.‟ Highlighting lack of training of Pakistani journalists, Pervez Khan, a journalism
professor at Kohat University of Technology, said that „One of the challenges faced by the
Pakistani media is that we are lacking in trained journalists,‟ (personal communication, 2011).
Corruption of individual journalists also has impacted news content, for example, Sumbal
(2011) argue that the corruption at individual journalist-level is widespread particularly in the
non-metropolitan press and has done a great deal to discredit journalism and weaken public
confidence in the press in general.

Conclusion
We analyze the journalism ethics as practiced by Pakistan main English and Urdu newspapers
and private television news channels. Our findings support that there are gaps as to coverage,
biasness, and objectivity. The Dawn newspaper appears best in professional ethics among print
media. Overall, English newspapers are more professional than Urdu newspapers. These gaps are
highest among private television news channels. Specifically, as to coverage, we found that
private television channels have missed many important aspects of the society, while covering
many non-important trivial items at the same time. At times, television channels appear biased
on important issues rather than be neutral reporters. Big gap prevails regarding objectivity;
television channels often practice non-investigative behavior and report matters in more general
way that appears misleading sometime. Unconfirmed news is aired to be exclusive that proved
wrong later on. Newspapers and TV new channels both have lacked fair representation of all
viewpoints. The findings of this study have important implication for media industry of Pakistan.
As, our findings support that Pakistani media lacks in many media ethics that are important for
overall society and to justify freedom of media, we suggest to media regulatory authority to
implement an explicit code of ethics for media organizations. This code should include clear
guidelines as to coverage, biasness, and objectivity of news content, as well as, quality of news
reporting.
Further, media regulatory authority should ease restrictions on entry of new media organizations
in the industry to foster healthy competition and to end monopolistic competition between few
large media houses. Moreover, the authority should take steps to stop mergers and acquisitions,
and to disintegrate ownership of media organizations. New entrants will also help curb
governmental and corporate pressures by providing more options for broadcasting and
advertising.
The need to improve professionalism in the industry underlines the huge need for capacity-
building in the journalism sector in terms of professional skills. In this regard, universities can
include specific courses on media ethics in undergraduate and graduate studies, on one hand, and
media organizations can conduct training programs/professional courses for journalists to make
them aware with their responsibilities and media ethics, on the other hand.

About the Author

__________________________________________________________________________
Sidra Arshad is PhD scholar in School of Public Administration, China University of
Geosciences, Wuhan 430074, Hubei, China.

10
Badar Nadeem Ashraf is PhD scholar in School of Management, Huazhong University of
Science and Technology, Wuhan 430074, Hubei, China.

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