Third International Conference on Communication & Media Studies

Abstract

The deadly Peshawar school attack in December’ 14 led the government of Pakistan to establish the National Action Plan to Combat Terrorism thus maximizing the security of Pakistan and its people. In order to assure the implementation of this plan across the country, the government of Pakistan sent out public service messages using different mediums to reach the masses. Therefore, this study analyzes the effectiveness of different mediums of media in creating awareness, making decisions, and taking action as employed in diffusion of innovation model of Everett Rogers.This research encompasses the concept of textual convergence as well as social convergence in which an individual is surrounded by different mediums. Referring to the adult, educated public of Lahore, most of them go through a newspaper, has a television set, a mobile phone which can be used for sending and receiving a text message, accessing internet and social networking sites like Facebook. Therefore, they receive a single message through different media as in case of textual convergence where media reuse and remix the same content (e.g. images, videos, written texts) and then disperse it across different media portals. It will aid, in capacity as an exploratory research, in figuring out how successful interactive advertisements really are, using the National Action Plan as an example to elaborate on how effective media convergence really can be when it comes to conveying messages. For this purpose, questionnaires were distributed among the adult educated population of Lahore using simple random sampling.