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Sensitization and desensitization caused by media among the audience: The case of Pakistan
(Selçuk Üniversitesi Sosyal Bilimler Enstitüsü, 2020) Batool, Rubab; Çakır, Vedat
Media has a wide range of impacts on audience which in turn affects various sectors of the world like world economy, refugee crisis, elections, War on terror, racism and social balance etc. This study discusses how the different ways in which an event or idea is covered by the mainstream media affects the audience and in turn the events themselves. The main effects studied are sensitization and desensitization. Where sensitization urges support among the audience towards an event, desensitization does the opposite and decreases people's interest in certain ideas or news. Regardless of the huge differences in their impact, repetition of news and ideas has been highlighted as the popular and common cause which can result in either of them. The lack of in-depth study creates a gap in proper understanding of sensitization and desensitization as separate topics and thus their possible causes and consequences for audience. This study aims to fill this gap by consideration of possible factors other than repetition of news in causing sensitization or desensitization. This study has been conducted using literature review method. The results will be used to seek possible guidelines that could enable media to perform its duty in most ethical manner.