Abstract
This study explores the impact of mass media on Visually Impaired Viewers (VIV)
in Pakistan, based on the objectives: (a) to understand and uncover the
psychological, sociological, informative and entertainment needs of VIV; (b) to
investigate how and in what extent the VIV are gratifying their needs from the
content of mass media. Qualitative method has been used and data was collected
via in-depth interviews with semi structured questionnaire. Snow ball sampling
was adopted and 10 interviews were conducted including 7 males and 3 female
respondents. Member check technique was done and data was analyzed
thematically. This study found that mass media of Pakistan is not properly
gratifying the needs of visually impaired viewers, especially; mainstream media
like Television channels are not paying any attention towards the issues and
events of VIV. Blind community is marginalized and annoyed by the behavior of
sighted society,feeling depressed due to stereotypical portrayal on mass media,
and are not willing to become a charitable object for profitable organizations.
Radio and Internet were found highly impactful on the lives of blind people.
Rizwan Baloch, Ayesha Ashfaq. (2017) VISUAL PLANET FOR BLIND: IMPACT OF MASS MEDIA ON VISUALLY IMPAIRED VIEWERS IN PAKISTAN, Journal of the Research Society of Pakistan, Volume 54, Issue 2.
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