Media is the place where a word, pictures cartoon matter, a word or sign which can be meaningfully interpreted is a message and if responded is communication. Whatever the form of communication may be, verbal, written, audio – visual or the Social Media leaves its impact on thought processes of the people whoever comes across it.

Media not only informs; educates and entertains, but it influences the opinions as well. Therefore, the role of Media can’t be taken for granted, in the Global Village, thus the modern organizations have Media Management Cells to share their opinion and respond quickly to beam on stage for glamour, besides stay in, into the lime light of Media.

To pass on the messages either in Print, Electronic, Social Media, or Internet requires an expertise. The selection of messages coming from all corners determines the fate and fortune of a Media House(s), though may be as small as a Group on Social Media, or as big as the establishments of BBC, CNN and National Geographic. The Xinhua News Agency of China, the biggest in world run by PRC.

Media remains in search of big scoop, news is to be new, not stale, thus timeliness counts. Often it is presented in hurry, consequently chances of mistake are high. But professionals often have a strong nose to smell the truth from falsehood even in the rush of news items, as they are watchful to the news in the making and being in the beat. Still it is extremely important to work responsibly in either form of the Media, being in the News Agencies, on the Television Channels, on the Editing Desks or going for Viral on Internet. Fake news can ruin reputation of the Media, to say the least.

The independence of media is an elusive word, difficult for Media itself to consume. Independence requires to beer the financial costs by managing the affairs of the medium, while the enterprise hardly can afford to go with missionary zeal. Most of the time, the commercial interest set the line of Media, which works as in connivance for the corporate interests. The expression of ideas is not free, it has come with a cost, often associated with the gains of civil liberties. The chains put around on free thinking to writing have broken in pieces, given the history of press either pre Gutenberg Press or post Gutenberg Press phase.

Media has a chequered past in Pakistan, Censorship, self-censorship, Stop Press, Press in Chains, Gauge the Press are some of the chronicles on the ‘Press Under Siege’. The mushroom rise of Television Channels was permitted to promote enlightened moderation has almost submitted to ‘the force of times.’

In the repressions, media has a single narrative, it has to take the line of the state authorities, particularly to promote the image of the man at the top, the people around him and the programs he initiates. So as to garner the public support through repetition of the same material, from different angles to ingrain the substances in public psyche. Exclusive editions in the papers, long time coverage on channels, and short crispy messages on the Social Media in doctrinate the people, for development often acceptance or creation of an abhorrence for the targeted objective to appease the man in power, that all is right. Following the suit, the Media in return enjoys the favor of the regime or merely saves the skin of its staff at the cost of credibility.

While in many nations, Media has a verity of narratives, tolerance for differences of opinion, independence to investigate breath in a free environment and grow on its own earnings. In principle, the role of Media is to open up the society for a debate, discussion, dialogue, exploration of all the possible avenues for freedom of thought. As Media sets the sentiments, tone and tenor, by its pitch, volume, space and reverberation so the public on the whole reacts. Remember all the messages do not get across, the false one sooner or later boomerangs, still damage is done even collaterally. This backfire erodes the credibility of Media.

The upright Media and the deceitful Media is always there. End of the day, the public support would be with the truthful Media. An independent, vibrant, credible and reliable Media is to be a choice to stay updated with facts and figures without any distortion. Contrarily the Media, supported by the state remains dependent, untrustworthy, and unreliable merely a tool, in the hands of the powerful for publicity and propaganda, as fictitious to mislead. Contents not the make up to be the criterion to select the Media.

To conclude, Media has a great significant as print or electronics. Highlighting the importance of writing, a thinker writes, ‘’If you can’t write well; you can’t think well, and others will do it for you’’ – write your fate. Seeing is believing, stresses the electronics Media. During the expression of information, education and entertainment,

Media sets the narrative, makes or breaks the images of persons, institutions as well as causes, intentionally to fulfill a purpose, by accepting half truth. The rumors are the other weapon used indiscriminately. Alarmingly truth becomes the first causality in wars through Media. The hypothetical aim can be to guard the national interests, serve the humanity, to promote a personality cult, ensure a mere survival or grow richer all are in currency but enviable when show big the picture.