Media’s Role in Combating Animal Cruelty in Pakistan: A Survey of Pet Owners

Muhammad Naeem  Javed; Anam  Nazeer

doi:10.32350/mcr.52.05

Muhammad Naeem Javed Emerson University Multan, Pakistan https://orcid.org/0000-0001-9107-1039
Anam Nazeer Lahore Leads University, Pakistan

DOI: https://doi.org/10.32350/mcr.52.05

Keywords: animal cruelty, media coverage, , public perception, convenient sampling

Abstract

Abstract Views: 0

Animal cruelty is a global issue, impacting animal welfare and societal value. In Pakistan, abusive sports like dog fighting, cockfighting, and pigeon flying are prevalent. Cultural norms and lack of legal protection contribute to this issue. This study investigates the media's role in raising awareness and combating animal cruelty. A cross-sectional survey was conducted with 500 Pakistani pet owners, and a self-constructed questionnaire was distributed among participants. Convenient sampling was used for data collection, and SPSS (Version 26) was used for data analysis. The study reveals that media coverage positively impacts public responses to animal cruelty. Print media, particularly magazines, increase knowledge about animal cruelty, while radio and electronic media raise awareness about animal rights and prevention. Social media, particularly Facebook, is more effective. The study emphasizes the need for strategic media interventions to foster a more compassionate society, and recommends the government to ensure proper implementation of laws in Pakistan.

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Author Biographies

Muhammad Naeem Javed, Emerson University Multan, Pakistan

Assistent Professor at Department of Media, Creative Arts and Global Political Studies, Emerson University Multan, Pakistan

Anam Nazeer, Lahore Leads University, Pakistan

MPhil Scholar, Department of Mass Communication, Lahore Leads University, Pakistan.

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