Media Coverage

Local, National and International Media Coverage of Northern Areas of Pakistan

By Riffat Alam, Lecturer Mass Communications, KIU

Media space is what legitimizes identity, so unless we are represented in it, we don't really exist. Northern Areas of Pakistan, where serenity lies, is enriched with much diversity of landscapes and natural resources. This area is also called the living museum of biodiversity. From strategic point of view, Northern Areas has its own importance as its border leads a gateway way to China, thereby, promoting trade relations between two countries.  It possesses a potential trade corridor to central Asia and India as well.

Politically, Northern Areas has its own setup (Northern Areas Legislative Assembly) under Federal Government. Administratively, it enjoys the status of Semi-Provincial setup; but not constitutionally, because in past Northern areas was governed by Maharaja Kashmir, and after partition constitutional future of NA lingers-on subject to the settlement of Kashmir issue under the resolution of United Nations to plebiscite of its people.

The issue, we are going to discuss in this piece of writing is whether national and international media is giving coverage or not, to northern areas of Pakistan and also details about local media?

International Media

Media shapes our societies by shaping opinions of audience and disseminating information about whole universe. Northern Areas of Pakistan, being a mountainous region, is a source of attraction for foreigners and in this way promoting tourism in the country .Northern Area has not always been given coverage on International Media, despite its strategic importance and the great land of high mountains. International Media has never focused its magnificent glaciers, mountain ranges, unique culture with its diversity and natural resources.

In this era, the world is now soaked in the ocean of information through diverse tools of media; but this area is still not highlighted regarding its beauty, natural resources and unique conjunction of the great mountain ranges. Presently, International Organizations are seeking for natural resources and adventure tourism in Northern Areas of Pakistan, but media is not seeking for its coverage. International Media can promote geology, geography, unique biodiversity and scenic beauty of Northern Areas, internationally.

National Media

At national level, our media highlight the Northern Areas from tourism point of view but its issues and events have never been highlighted in media. This area is facing the problem like sectarian violence, but this issue has never been highlighted in media. Being a conditional part of Pakistan, this area has been ignored in national media. The reason, I think, is that we lack our representation in media, we don’t have any political representation in assembly and media, still, couldn’t be able to find charm in this area. There is, however, need of aggressive sustainable publicity of this place in media. Besides, Local doesn’t go for national level newspaper because they cannot meet their standards to national newspaper regarding budget and circulation and not easy access to national media especially print media. But they can have an easy access to electronic media.

Local Media

Local media gives coverage to both local and national issues. But our local media is not successful to be a source of interest at national level, because here one of the element of news proximity works which focuses that people go for the news of their interest which would be news of their territory only. In this way our local media cannot be the source of interest at national level.

There are certain ways out through which we can bring this area in lime light on media e.g. at national level, media should promote local games like polo which can be best source of entertainment for audience at national level and international level.

In addition to this, we can organize national games in this area like cricket, volley ball, football matches and popular water and ice sports. In this way, both National and International Media could easily come to this place consequently will promote this area.  Last but not least, promotion of Eco-tourism in this area could be promoted through media which leads to uplift the 3socio-economic condition of the inhabitants of this area.