Warda Tariq;
All through the last two decades, mass media has become digital with the development of more advanced and cheaper digital devices, improved connectivity, and increased supply of digital media content, products, and services globally. We are talking about a shift in culture and traditions as we enter the Digital Age. It’s a fundamental change. The digital person is not merely about being a luminary, or a person that navigates the internet, or a child who is gifted at certain subjects. It is a way of life, a way of living that is going to change and affect absolutely everything we do: the way we work, the way we study, the way we communicate different ideas, thoughts or beliefs. Digital media connects people in ways never before was possible. It also facilitates interaction across social, economic, cultural, religious, and political boundaries and allow for enhanced understanding. It has given people a voice, increased civic participation and facilitates the creation of online community. The digital media has also increased information sharing across the world, giving people access to facts, figures, and data, thus allowing information to travel faster and quicker around the world. Digitization has grown rapidly in previous years. In its 73-year history, there has never been a time when a new approach (in this case digital and technology) has had so much promise and potential and where, with a few changes in policy and developments in IT and telecommunications infrastructure and connectivity, e-commerce, digital finance, education and agriculture, we can collectively work together. We as a society have a codependency on technology, in this case the internet. We are so prone to using it all the time, we use it in our daily lives and our needs and demands relating to technology keeps on increasing with time. Technology has changed our lives and our society. There is no denying it that about twenty years ago everything was different – the way we used to communicate and go about our businesses. We as a society have witnessed a revolution in terms of internet. With the advent of internet, our lives have become both easier and busier. Pakistan is ranked amongst the five most dynamic economies in terms of increased internet penetration in South Asian Region. There are many other indicators revealing that Pakistan is on looking a digital transformation. Applications such as e- learning, computer-supported political participation, e-government initiatives, tele medicine, information and communication technologies (ICTs), cellular phones, the internet, etc. indicate a prominent growth. Pakistan has a huge scope in digital media industry and technological world. No doubt, there are many challenges faced by the same media in Pakistan. Among st these access, connectivity, maintenance and formulation of digital infrastructure, proper technical skills, understanding the new advertising trends, harassment and control over fake news and cyber-crimes are of utmost importance. Security and privacy of users is yet another concern. Like other countries, internet has also taken Pakistan by storm. The vision of a digital Pakistan is the need of time. The future depends upon the digital media. The digital media is a revolution that we have witnessed and it has a lot of prospects for us as a society and as a country. The government should look into this field efficiently and should develop models for its success.
