PORTRAYAL OF PUNJAB EMERGENCY SERVICE (RESCUE 1122) IN LEADING ENGLISH MEDIA OF PAKISTAN: A CONTENT ANALYSIS OF THE COVERAGE IN DAILY DAWN & DAILY THE NEWS INTERNATIONAL

This research aims to measure the Portrayal of the leading Pakistani Newspapers towards Punjab Emergency Service (Rescue 1122) functioning and emergency medical care services in the province. The project enhances understanding & depicts focus of elite Pakistani English Media including Dawn and The News International (TNI) towards Rescue 1122, Pakistan. The researcher adopted Content Analysis as a quantitative methodology. The data was collected through coding sheet from 2011 ? 12. The data was analyzed through SPSS to ensure objectivity in the results and to avoid any kind of biasness. The results confirmed that the Pakistani English newspapers portrayed the Punjab Emergency Service positively as a whole. The findings of the study verified that the selected newspapers gave positive and neutral news coverage pertaining to Rescue Services rather than negative press coverage. In fact, press coverage of both newspapers showed Pakistani leading English Media has positive mindset towards functioning and services delivery of the Emergency Services in Pakistan. However, the findings rejected the hypotheses of the study that was assumed as Daily Dawn gives more positive coverage than TNI, while findings established that TNI gave more positive coverage than Dawn. However, both of the newspapers highlighted service delivery positively and focused on rescue & fire services being provided by the Punjab Emergency Service (Rescue 1122), Pakistan.