Investigating the Relationship between the Sources of the News Media and Audiences’ Gratification: Balochistan Case Study
Keywords:
Audiences in Balochistan, Public Trust, News Sources in Balochistan, User and Gratification Theory, News Media and Public Relationship, Distrust in the public sphereAbstract
The primary purpose of journalism is to create knowledgeable people and societies. This can only be possible when news sources tell the truth and earn the trust of the public through people-centric reporting. Previous reports show that the news media in many societies around the world failed to satisfy users by broadcasting human-centric programming. Even news sources tried to mislead and misinform the public, thereby losing their trust. This article focused on understanding the relationship of news sources with audiences of Balochistan by examining which news sources people in Balochistan use most often to be well-informed about their issues. This study used the qualitative method and conducted 18 interviews of key informants who belonged to diverse professions with at least 15 years of experience. The findings of this study conclude that the participants primarily rely on Haal Ehwaal (human-to-human interaction) to become well-informed about issues in Balochistan because they trust it the most. Participants treated two local newspapers as the second, and social media platforms as their third sources of news. The results of this study may help news media groups in Pakistan in improving their relationships with viewers in Balochistan by giving them equal representation in reporting.
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