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Oeconomia
Copernicana
Volume 12 issue 4 2021
p-ISSN 2083-1277, e-ISSN 2353-1827
www.oeconomiacopernicana.pl
Received: 19.08.2021; Revised: 28.09.2021, Accepted: 21.10.2021, Published Online: 09.11.2021
919
THE ROLE OF LOCAL PRINT MEDIA IN HAZARA DIVISION KHYBER
PAKHTUNKHWA
Dr. Khan Faqir
Assistant Professor, Pakistan Study Center, University of Peshawar, Peshawar
Email: khan.ps@uop.edu.pk
Muhammad Touqeer Akhter Nasir
Ph.D. Scholar, Pakistan Pakistan Study Center, University of Peshawar, Peshawar
Dr. Rooh Ul Amin Khan
Assistant Professor, Department of Media and Communication Studies, International Islamic
University Islamabad
Amanullah Khan
Associate Professor, Government College of Management Sciences, Charsadda
Dr. Matiullah (Corresponding Author)
Lecturer, Department of Education & Research, University of Lakki Marwat, KP
Email: dr.matiullahdaur@gmail.com
Muhammad Saqib Khan
Lecturer, Department of Business Administration, Gomal University D.I. Khan
ABSTRACT
Print media for communication is reliable as compared to any other media, it can be kept as a record
and I could be available at any time anywhere. Commonly it is famous that the "ink and paper" way
of communication is known as print media. Pakistan is a developing country in South Asia and Hazara
Division is one of its developing regions. The role of print media in the Hazara Division is most
important in developing the local culture, values, and language. This research paper has focused on
local books, circulars, journals, truck art, memos, billboards, magazines, newspapers, play cards,
Oeconomia Copernicana, 12(4)
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pamphlets, and periodicals. Special focus was given to the outcomes and effects of the local print
media on Hazara Division that it inspired the life of the common man and how the message of the
sender was passed to the receiver through print media.
Keywords: Role. Print Media, Communication, Hazara, Khyber Pakhtunkhwa
INTRODUCTION
The present world is defined with information whether it's news, advertisement, opinion, interviews,
film, drama, social media, book, picture, catalog, or document (Shafique & Mahmood, 2010). These
are driving our lives, society, culture, behavior, education, manners, dressing even discussions.
Different types of media especially the local print media in Hazara Division have both positive and
negative impacts on society. There are a lot of types of print media in the region of Hazara but the
following are the influential and important types of prints media in Pakistan. Globalization has
affected all the countries in the world but after the era of Musharraf, globalization played a significant
role in Pakistan (Kheeshadeh, 2012). The mass of Pakistan has adopted several new trends. Along with
negative changes, several positive changes have occurred. It was seen that 56 new channels have been
registered with PEMRA but most out of them were News channels. Many newspaper owners registered
there self as a channel too. The main newspapers of Pakistan saw a decline in circulation of the
newspapers.
The role of print media during the war on terror was remarkable as they were supporting the national
cause (Hussain & Munawar, 2017). Four leading new papers were deeply analyzed on the coverage of
the Taliban. Systematic random sampling method was used for the collection of data and the
researchers reached at the analysis of 821 stories published in national newspapers. They found that
two Urdu newspapers Norway-i-want and express were having stronger preferences for war as
compared to peace while two English newspapers Dawn and the News International were covering the
peace talks on a preference basis. The agenda of all the newspapers can easily be seen that how they
were promoting the news for the benefits.
LITERATURE REVIEW
The game-changer CPEC, a huge project of China in Pakistan and other neighboring countries was
promoted through print media in Pakistan. The CPEC is also passing through the toughs of the Hazara
region which has some impact on the locals of Hazara (Haider & Waqar, 2020). The construction of
roads took a huge sum of money and it was a challenge for the engineers to build the route through the
mountains. A huge sum of money was also distributed among the natives of Hazara. Many villages
and cities were also connected through this route. Interchanges on the way connected local roads and
industries with the CPEC route. The development in the region took momentum with the arrival of
CPEC. There were some hurdles in the way of CPEC but the government started a campaign through
local Newspapers that this will not only benefit the two ends of the route but every person in the Hazara
division will be entitled to get the benefits of the route.
The role of political parties in the Hazara division and its coverage in National Newspapers gave
Oeconomia Copernicana, 12(4)
921
importance to this region (Jan 2013). The Daily Dawn and The News were analyzed for the year 2011.
It was found that The News gave importance to PTI while The Dawn did not care about the activities
of PTI in the Hazara division. The News published 61 articles on PTI while the Dawn published only
14 articles about political activities. The News published 37 articles in the favour of PTI while Dawn
published only 3 articles in the favour of PTI. After analysis of both the newspapers, it was seen that
the Dawn neutrally published the news and articles but the newspapers were seen to work under the
agenda of favoring PTI by the researchers.
A study was conducted to examine and explore the problems being faced by the mass communication
and journalism department in KP which found that print media was facing academic, professional,
curricula, administrative, technical, lack of research culture, and lack of coordination problems (Ali &
Shahid, 2018). It was also found that many newspapers were only working for news. The social values
and the credibility of the spread of news were not seen in local newspapers. The law department of the
local newspapers was passing much news without deep study and after the publishing of the News
many times those Newspapers were taken to courts by the persons whose character was affected.
TYPES OF LOCAL PRINT MEDIA
The major types of print media are as follow:
Newspapers
The important most type of print media is the newspaper because it's popular, mostly published, daily
used, influential, and renewed on daily basis. The detail of local newspapers is as under:
Daily Sarhad News, Abbottabad,
Daily Shimal, Abbottabad
Daily Aaj, Abbottabad
Daily Nada e Hazara, Abbottabad
Daily Nada e Khalaq, Abbottabad
Daily Akhbar, Abbottabad
Daily Cheeta, Abbottabad
Daily Foot Hill, Abbottabad
Daily Iqra News, Abbottabad
Daily Sobah, Abbottabad
Daily Shimla, Abbottabad
Daily Ittihad, Abbottabad
Daily Pine, Abbottabad
Daily Geo Hazara, Abbottabad
Daily K-2 Times, Abbottabad
Daily Information Times, Haripur
Weekly Hinkoan, Abbottabad
Abbottabad is the heart of the Hazara Division, it's famous as the city of schools all over the country
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(Mehmood et al, 2009). People are polite and qualified; they have a strong love for newspapers in the
Hazara division. The reading habit even in students has been developed by schools and college
administration. When a huge part of society is engaged with the newspapers then news, articles, and
advertisements matter.
Books
The well-known and old form of print media used in schools (Rehman & Naji, 2015), colleges,
universities, libraries, and so on... Books are used for spreading knowledge, someone's stories, poetry,
and thoughts. Books are famous for embracing the history and tones of their facts. A printed book can
have one author or more similarly it can have one topic or many. In Hazara Division these three main
public libraries are providing the opportunity to readers to visit and read some books, Jalal Baba
Auditorium Abbottabad (Siddiqi, 2012), Hakeem Abdul Salam Public Library Haripur, and Mansehra
Municipal Library Mansehra. Private book shops and books stalls all over the division are at different
levels from hundreds of books to thousands of books which include mostly School and College
textbooks then sportsbooks, recipe books, novels, stories, poetry, etc. (Khan & Mehmood, 2010).
Books written in the local language have a little impact on the society in Hazara Division. Most school
books are influential which are designed at the national and provincial level, not at the local level.
Gandhara Hindko Board Peshawar is also having its regional office in Abbottabad and they are
translating books in the local language, a very important milestone was covered that they have
translated Qur'an into Hindko for the locals (Farah, 1998).
Magazines, Novels, and Digests
A variety of novels and magazines is available in the market of national level but a limited number is
being published and printed at the local level (Siddiqui, 2012), mostly the magazines are famous for
detailed articles on food, politics, literature, stories, sports, fashion, lifestyle and finance. Housewives
are often interested in recipe's digests and stories digest but male youngsters are interested in Jasoosi
novels and Imran Series.
Banners
The banners are made up of Pena flex, cloth, cotton, or paper initially they were painted or handmade
but with the revolution in all the fields now the banners are being printed by the printing machines
with beautiful colors and long-lasting effects (Mumtaz, 2021). These are used for slogans, logos, short
messages, propaganda, campaigns, achievements of a company, services, exhibitions, seminars, etc.
Every district of Hazara division has a market of the printing press which is providing jobs and
business (Khan & Mehmood, 2010). Banners are frequently used for the shops, markets, schools,
religious functions, and political campaigns which get the attention of the people but ruin the beauty
of the city.
Billboards and Hoardings
The billboards are mostly fixed, huge in size, long, wide and visible, planted at crowded crossings and
over famous buildings, now a day it's costly to have a billboard for any activity (Farah, 1998). One
Oeconomia Copernicana, 12(4)
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can have the ownership of a billboard or hoarding for a day, month, or years, these are now available
on rent. Some years back only multinational companies were using billboards but now universities,
schools, political leaders, restaurants, hotels, and shops are using them for advertising. When some
traveler is traveling through Sharah e Hazara he is well informed about all famous things in every city
through these hoardings (Sarfaraz, 2006).
Brochures or Pamphlets
The brochure or pamphlet contains the complete information of a product, institution, company,
service, or organization; mostly these are packed with the product or for taking away. Mostly these are
in two or three folds or a small booklet form (Rizvi & Tahir, 2017). Can be sent home by any means,
have shelves in company outlets, and can be distributed in public. All the mobile companies working
in the Hazara division have a separate shelf for the brochures which was a new trend in the last ten
years; customers on each visit are bringing these brochures home for the awareness of all the packages
offered by the company (Bhatti, 2014).
Flyers, Leaflet and Cards
The flyers and cards are used for local functions, marriage or death ceremonies, opening a shop or
plaza, election campaigns, informing the public about the fee of a school, offers by hotels or
restaurants, residence for the visitors or tourists. Flyers are mostly distributed by hand but sometimes
these are pasted on the walls at crowded places. Cards are sent or Eids, Christmas and birthdays,
sometimes a card is simply having a nice massage and sometimes cards are decorated with flowers
and colors available in printed form but handmade is also popular (Yousaf et al, 2011). With the arrival
of cell phones and social media, the culture of cards is almost over in the Hazara division but cards are
being used for the invitations on the marriages having different styles and rates which are influencing
the life, the person who cannot afford the price of marriage card he needs a messenger to spread his
invitation to everyone in a village or city.
Truck Art
It’s pride that Pakistan is famous for “Truck Art” all over the world; truck art includes different types
of poetry (Elias, 2005), phrases, pictures, paintings, love for heroes, sceneries, affiliation with
someone, affiliation with some religious or political party, etc. Truck drivers are also using some funny
phrases behind the trucks which sometimes make our day during the drive and it reflects the local
culture.
Newsletters
Mainly it covers a single topic, sometimes it's at your doorsteps and sometimes you have to subscribe
for it. Mostly it's about one's neighboring businesses, communities, groups, or free camps, campaigns,
or organizations (Malik, 2018).
Pictures, Documents, and Public Record
Print media also includes pictures and documents of a person. Many people are earning their bread
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924
through this business and people are saving their precious moments through printed pictures, all the
documents are showing the legality of ownership and educational documents is the need of every
person who is being used in society (Rizvi & Tahir, 2017). All the governmental record is still saved
on paper although the government is announcing to computerize the public record but not yet been
achieved.
Laws, Constitution, and Court Decisions
In the Hazara division, all the governmental correspondence is being made in printed form, cause list
in the Peshawar High Court Abbottabad Bench is being uploaded on the internet but all other courts
in Hazara are working through print media.
Post Cards, Letters, and Examinations
Board of Intermediate and Secondary Education Abbottabad and All three Universities of Hazara are
taking examinations through print media, the letters to loved ones and the official correspondence is
being made through printed media (Khan & Mehmood, 2010).
Labels, Menus, and Folders
The labels on food items, books, shoes, readymade clothes, etc. are being used in Hazara. Menus in
hotels and folders are also showing the local culture of the Hazara division (Malik, 2018).
Directories, Dictionaries, and Maps (Yellow Pages)
Telephone directories and dictionaries are still a source of information and knowledge, although cell
phone applications tried to replace at a professional level (Roomi, 2008) one cannot depend upon the
technology because the public is not well educated. The map of a house, housing society, sector, or
mechanical maps are also used in construction work.
Jobs, Tenders, and Contracts
The jobs are advertised in newspapers which are then copied by the people, tenders, and government
contracts are also published in new papers for better feedback for crystal clear procedures.
Currency Notes, Saving Certificates, and Prize Bonds
Currency notes by the state back of Pakistan, saving certificates by National Savings and prize bonds
are also reflecting the culture of Pakistan. National buildings, mountains, and tombs of our heroes
show our love for them. The local culture of Hazara is not shown on all these as these are being used
nationwide (Malik, 2018).
POSITIVE EFFECTS OF THE MEDIA
Educating the Public
Thanks to media in educating the people, the very first and powerful role of media is they are showing
both sides of the pictures, people can then build their own opinion after reading and watching both
aspects (Feucht & Zander, 2017). In the under developing countries, the print media newspapers
Oeconomia Copernicana, 12(4)
925
reshaped the society especially the adult but illiterate persons are coming to libraries and they learning
by picture, and literate persons are getting knowledge by reading articles and columns.
Spreading the Awareness
Print media is making us well aware of a thing a restaurant or shop is advertising itself through print
media but we are getting awareness i.e. the admission is opened in a school in Mansehra, a new Pizza
shop will open soon in Sarban Chowk Abbottabad or Lucky Irani Circus is in progress in Haripur or
Koistan.
Providing a Plate Form
Print media is providing plate form for the speakers, writers, authors, readers, and listeners. Gandhara
Hindko Board is working for the betterment of Hindko in the Hazara division which is a proper plate
form for the locals to work for the betterment of the society; the tremendous achievement of this board
is to translate the Qur'an into local (Hindko) language for the locals (Sathar & Khan, 2006).
Source of Inspiration
Print media is a source to get inspiration from the achievements of the others, when a scholar gets a
degree in the society; the published information is the real source of inspiration for the readers to get
admission in that University as it is producing the scholars. The models are wearing the dresses of new
trends which can be easily adopted by society (Khan & Mehmood, 2010). The latest inspiration in the
Hazara division is seen that the footwear of Imran Khan is popular in Hazara.
Providing Employment
The print media has engaged thousands of people in the Hazara division. They have invested several
million in this business.
News on the Move
In the bigger cities, life is very busy, when you are on move i.e. going to college/university/duty or
coming back, one can read the newspapers from a cell phone, tablet or laptop but all these electronic
things are subject to availability of network coverage and charging of the device but these costly
devices are difficult to handle in public transport so the cheapest source for information is newspaper
and magazine in printed form (Barber, 2013), frankly speaking in paper form one can share the
newspaper or magazine but cannot share its laptop or mobile.
Reliable Media
Print media is a guaranteed and reliable source that can be reproduced and can be presented in the
court of law, it also can be challenged and shown to everyone and also can be relied on more easily as
compared to electronic media, can be read any time anywhere and again and again even free of cost.
Detailed Information
The print media is discussing the issues in detail and covering every aspect of the matter. It's not time
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bounded as Radio and TV have a special and limited time for every segment. You can skip the
unwanted topic/page and can go to the next topic/page that you want. If you are busy for a moment
you will not miss any point or line because it's on the page not on air (Khan, Farooq & Gul, 2016).
Advertising
Advertising through print media is loved because it's tangible, one can touch it, own it, have it, feel it,
keep it and one can trust it because its contents are not changing in the next moment. A smiling model
will smile forever in front of your eyes unless one will turn the page. A neurological study has shown
that print media is digging deeper than electronic media.
Language Similarities and Sign Recognition
When a nation is reading a common magazine, book, or newspaper its language, phrases, and
composition of sentences will become similar and the majority of people will reproduce the phrases
and examples used in those sources in daily life which will become the essential part of the society.
Similarly, if a sign is repeating in pictures again and again that will become familiar nationwide even
will be recognized internationally (Barber, 2013). The newspapers and magazines defined the real
wording and sentences of the Hindko language in the Hazara division.
Informing the Farmers and Land Owners
The study conducted in Pakistan by a researcher shows that most farmers are informed about the latest
technology, news updates, new and applicable methods, and other relevant information by a fellow
farmer or print media similarly in the Hazara division farmer and landowners are informed through
the print media i.e. through News Papers, pamphlets, book or booklets, journals, magazines, posters,
and circulars.
NEGATIVE INFLUENCES OF THE MEDIA
Blind Imitation
When young boys and girls are idealizing the models from the newspapers or magazines, they are just
following them without knowing that what is good for them and is bad for them, what is according to
culture, religion, or social values, and what is against it (Khan, Farooq & Gul, 2016).
Wrong Message
Sometimes when through a picture the awareness is sent to the public to avoid it but some factors of
society are keenly observing those to adopt it. Media is just advertising or spreading some healthy
message for public awareness but the readers can take another side of it i.e. the wrong side.
Lazy LifeStyle
It's necessary to sit peacefully to read a book or newspaper, hours-long sitting and continuous reading
can affect eyesight, increase in weight, eating too much, and laziness. In the Hazara division, this
laziness is rare as there is a lot of mountaineer area which needs extra effort to move. So the locals are
not mainly affected by laziness but in developed areas of the Hazara division, we can expect the lazy
Oeconomia Copernicana, 12(4)
927
lifestyle due to access to media at the doorstep.
Media Addiction
Newspapers addiction is a good habit but the story and novel addiction is not acceptable (Barber,
2013), its waste of precious time, money, and the attention of an individual is diverted from domestic
affairs to only book reading, everything should be in proper limits. The local addition of some novels
is desperately awaited by the people.
Information Overload
It's a time of competition, every field is going to be saturated with the research work so new
researchers, authors, and writers are finding more depth in the existing facts. This overloaded
information is sometimes a headache and very difficult to remember. if a researcher is getting a now
how about the famous personalities of Hazara division, he will get several thousand papers written
over famous personalities then it will be very difficult, to sum up, the information.
Superiority or Inferiority Complex
When a model is presenting a commercial for a newspaper or magazine often she/he is handsome and
good looking, by regularly watching and seeing all these models and actors the inferiority complex
can be developed in society if they are not that much beautiful and handsome (Khan, Farooq & Gul,
2016). If there are continuous good news from Abbottabad and continuous bad news from Batgram or
Kohistan then obviously the complex will be developed.
Fact-Fantasy
The imaginary things are overloaded in the media, Tarzan, Parisian, witches, vampires, superheroes,
spider-man, batman, dory-man, it true media did not give birth to these things but, notably, media
promoted it, when we are talking about print media these are printed in the form of books, on school
bags, on shirts, on lunch boxes, on wrappers of biscuits, toffees, etc.
Huge Shelves for Storage But Limited Life of Paper
When a piece of paper is printed or written to keep the fact for many years then there is no guarantee
of its life because there can be so many effects of weather and natural disasters. Huge libraries have
been developed but no precaution can be made for its life, although the weather of Hazara is not similar
to Karachi still it has moisture which causes problems.
Breaking News or Latest News
This problem has not yet been solved that the latest news to become in print media takes a long time
and a lengthy process has to undergo. In the case of the latest news, the print media is almost irrelevant
in the present scenario (Haider & Waqar, 2020). Many times in a huge panic or on a burning issue the
newspaper tried to publish an extra edition within time but it needs at least four to five hours to get
published and distributed.
Oeconomia Copernicana, 12(4)
928
Misuse and Blackmailing
Black sheep are everywhere. With the constrictive role of journalists, authors and writers there are no
people who are using it as a tool for blackmailing the people, society, or individual. A prominent
example was the case of the Principal of Jinnah Jamia Public School, Haripur (Khan, Farooq & Gul,
2016). Although he did something unjustified the matter was in the news and discussions for more
than a month which disgraced him a lot.
CONCLUSION
The history of Print media is very long and its impact is very vast which can never be covered in
research of years even, but this article tried to cover the main components and then its major effects
on the society of Hazara division. Every type of print media is important whether it has been discussed
or not but the most influential types have been discussed with the special reference of Hazara division
(Farah, 1998). It's a package of good and bad, there are many good impacts of print media on society
along with very little and ignorable negative impact. Good things should be adopted permanently and
their weaknesses should be controlled with strong control of governmental policies. There should be
no compromise on society, moral values, and respect for everybody. Laws for print media need to be
redefined with the needs and necessities of the twenty-first century to polish its positivity (Barber,
2013) and to control the negativity of the said media. Hazara division has its language and culture
which is being protected by Gandhara Board through literature, books, journals, and newspapers. The
local culture is reflected from everything within it, if this region has adopted something from any other
culture then those things are molded to suit this region and society. The written and printed aspect of
media is long-lasting, evergreen, and leave a deep impact and the study of these components of society
is very interesting and healthy.
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