AN EXPLORATORY STUDY OF PROJECTION OF POSITIVE IMAGE OF WOMAN THROUGH MEDIA

Media is a promising industry in Pakistan and is an effective tool to formulate not only public opinion but also can polish already existing social values. Women projection in Pakistani media is not entirely positive, though electronic media boom holds the potential of making women projection ideal. The factor of commercialism is the most influential in this type of projection. It was a survey study and a questionnaire was developed to collect data from three active media outlets. The objectives of the study involved to find out how women are projected in Pakistani Media and to identify the extent to which it is capable of positive projection. SWOT analysis has been made to evaluate the current women projection strategies through media. The significance of the study can be gauged from the fact that it can be used as an initial effort to base full scale government project to enhance media indulgence in positive projection of women in Pakistan. The recommendations rendered in the paper, after adding practical aides, can be materialized to achieve the aim of balanced, positive, realistic and promising projection of women in Pakistan.