A critical study about the impact of internet on its users in Pakistan.

Rooh-e-Aslam ; Ali, Shahzad ; Shabir, Ghulam 等

Introduction

There are few physical barriers between countries in a globally mediated world. Before the popularity of information technology, it was possible for the Govt. of any country to physically prohibit the transportation and distribution of unwanted newspapers, magazines, and books. Similarly it was harder to jam unwanted radio and television broadcasts. But they could do it, until satellite came along. But now Governments cannot disrupt satellite signals. (Baran, 2002) As the industrial age brought new revolutions in human life and machines created thunder- like fastness in world, the pace of the world has been stunningly quickened by the advanced means of transportation and communication. (Daily Pakistan, Multan: 01-10-07)

This industrial age has been replaced by the age of information and communication technology. In this modern era, media has a pivotal role in informing the people and influencing their thinking along with shaping their attitudes (Bhargarah, 2004).

In contemporary society, people cannot live without information. The distances between countries are reduced by the Media, such as, The internet, which has become the fastest growing Medium ever recorded. Internet is a prime mover of change for our print and electronic media as we cross the threshold of the 21St century. It brought about the greatest revolution in mass communication since the invention of moveable type for printing. Unlike the previous revolution, which took centuries to reach all parts of the world, the present revolution has already made its impact within a few years of its introduction. (www.i4donline.net). However, Internet has created countless challenges, which seriously gained the attention of the experts in the field.

The Rise of the Internet

In the past, steam power and then electric power accelerated the number and extent of media forms. With the development of computers, technological convergence was made possible and then accelerated with the introduction of digitalization. This hastened the practically universal use of the icon of modern age communication, the mobile phone. Almost every technological change in the field of communication has had what might be described as a hands-around the global effect. Computer by digital operation has overridden the differences of national languages. Cables and satellites are networked with computers to cross national boundaries. Originally, separate communication systems converged to offer multiple services. Now, the same box of tricks can offer us telephonic, television and computing, each of them linked to a wired world, which advocates of new technologies claim will be limitless in scope (Watson, 2003:26).

The internet is actually a combination of thousands of computer networks. Sending and receiving data from all over the world, competing interests are joined together by a common purpose, but no common owner. No government or commercial entity owns the net or directly profits from its operation; it has no president, chief executive officer, or central headquarters. (Baran, 2003:203)

In its global size and absence of central control, the internet is completely different from old Media (traditional Media), but there is a temptation to simply list the latest developments as Media technologies. Because of the rate of change in Media technologies, service and use has been so rapid that any list of this sort would quickly become dated. There are different degrees of "newness" among various Media. An example is the technology of the digital video disc (DVD) which is new when compared with the video cassette recorder (VCR), but appears to be less new when compared with the compact disc (CD). Similarly, there are new developments within particular Media that extend but do not transform how that Medium operates (Flew, 2002:19-15).

We can define new Media as those forms that combine the three Cs:

* Computing and information technology (IT)

* Communication networks, and digitized Media and information content (Miles, 1997:769).

* Arising out of another process beginning with a 'c' for convergence.

The new Media can also be thought of as digital Media. Indeed the lines between 'new' and 'old' Media are hard to draw. The content of new media, such as that on the World Wide Web is frequently recombinant-derived from already existing Media content developed in other formats (printed text, photographs, films recorded music, television)-and reproduced in a digital format, rather than involving the generation of new content (Bolter & Grusin, 2000).The internet represents the newest, most widely discussed, and perhaps most significant aspect of New Media. Terms such as cyberspace, the virtual world, the network society and the information superhighway are used in relation to New Media; they typically refer to the new possibilities arising from the development of the internet. (Flew, 2002:10-12)

The internet constitutes the electronic network of networks that link people and information through computers and increasingly through other digital Media technologies, and allow for both interpersonal communication and information retrieval (Dimaggio & Useem, 1978:356). Internet usage involves person-to-person communication, group communication and global publishing and information provision, through e-mail, news groups, chat rooms, mailing lists and the World Wide Web. (Ibid)

Exchanging text through email is a simple and widely used electronic operation but several more developments were necessary for people to be able to share text, graphic, audio and video online. These developments made creation of the World Wide Web possible. The person most responsible for creating the World Wide Web is Tim Berners Lee (a British native with a degree in Physics from Oxford). The web, however, began as a free medium. Many people pay for an online service such as America Online to organize and deliver information and entertainment from many sources, including the web, but the actual information that is on the web is available free of cost. Due to the commercialization of the web some sites deliver service on payment basis, e.g. the Wall Street Journal, which charges a nominal fee. (The journal claims to have 160,000 online subscribers). Most sites give away some information and then charge for premium services. (Baran, 2002:215-219).

The Use of the Internet

The internet has become the fastest growing and widely used medium, especially in the Western world. It was estimated that as of August 2001, there were 513,410,000 internet users worldwide. Another indicator of the internet's rapid growth was the period between the internet becoming widely available to consumers and its having 50 million users in the United States; it only took five years, as compared to 13 years for television and 38 years for radio. (Green, 2001:11-28)

As of September 2002, one Meta analysis of different Global surveys, estimated that 606 million persons are online world wide, which represents approximately 10% of the world population. Although in the past internet was used predominately changed in terms of absolute numbers. Europeans now constitute the largest user group of 191 million users followed by 187 million Asian Pacific users. Canadian and U.S. users are 183 million. Latin America 33 million, Africa 6 million and the Middle East 5 million constitute the developing world when it comes to both the number of absolute users and internet penetration. It is slower and less advanced than European countries but this new trend is getting popularity all over the world (www.pewinternet.org).

The Reach of the Internet is Limited but Growing

In post colonial India, the groups that have benefited from educational and professional opportunities in technology are primarily middle and upper class, upper caste, English speaking urban cities.

Following liberalization in 1991, the internet is central to plans of national development. But as of March 2004, India had only 4.55 million internet subscribers.

Pakistan has also emphasized the development of its telecommunication sector, but the reach of the internet is limited. A 2000 report estimated 400,000 subscribers for 2003, while another source, updated as of May 2006, estimates internet users at around 1.7 million. For Bangladesh, one source specifies a user population of about 3 million as of 2005 (www.gethedges/rel ...). A recent report notes significant growth in computer and internet use in India, from 6% in 2002 to 21 percent in 2005. For Pakistan the increase is similar. (Ibid)

The Growth/Penetration of Internet in Pakistani Society

As part of a policy to boost Pakistan's e-readiness and bring the country into the digital age, the Pakistani government has provided 96 cities in the country with internet access. But in terms of high-tech infrastructure, data security, and trained personnel, Pakistan received the lowest rating in a survey of 42 countries. The country has little more than 200,000 people out of a population of 140 million, who pay for internet service. (www.news.bbc.co)

Pakistan makes about $20 million a year in total software exports, but the government hopes to raise that figure up to 200 percent. In fact, the former government Minister of Science and Technology, Atta-ur-Rehman, introduced an e-commerce policy that aims to help usher the country into the internet age and better compete with rival India's software success. The policy focuses on the expansion and modernization of the IT infrastructure and calls for the establishment of four universities dedicated to IT studies and personal training. Pakistan's new universal internet access plan per units, enforces government subsidization of online access and encourages the development of ISPs in the private sector. (Ibid)

Along with the use of the internet, the global demand for PC's is also increasing. The global PC market will ship 33.4million units in the third quarter, making an 18.5 % increase over the same period last year (1999). In addition, world wide PC demand jumped 15% year-over-year in the second quarter. The strongest PC demand is in Asia Pacific and United States. The PC market in Japan is expected to grow 35 percent over last year. Meanwhile the United States PC market is expected to grow 10.6% year- over-year, fueled by back to school sales, enthusiasm for the internet, and special bundling deals. (www.technews.acm.org)

The number of net users in Pakistan is rising spectacularly. The growing number of users and their apparent willingness to go online to find information, to be entertained, buy products, get services and visit websites for self satisfaction have been at the heart of one important debate about the impact, effects and future of the internet. Internet was developed, nurtured and popularized by hackers, people interested in technology, information and communication through the computer (Bryant & Zillmann, 1994).

Internet as a Part of Mass Media

The internet strengthens the view that electronic media is more powerful than the print media. Although it cannot replace the older (traditional) media, it provides more worth to the spectrum of mass media. In contrast to the traditional Media, the internet changes the definition of the different components of the process and nature of mass communication, and as a result changes the relationship between audiences and industries (senders) (Shaw, 1997).

An individual can communicate with as large an audience as can the giant with multinational corporations that produces a network television program. On the other hand, feedback is delayed and interferential in mass communication, but online feed back can be and very often is immediate and direct. This internet induced redefinition of the elements of the mass communication process is refocusing attention on issues such as freedom of expression, privacy, responsibility and democracy. (Baran, 2002)

As Macluhan said, the village is "a world in which people encounter each other in depth all the time so the advent of internet provides renaissance to Macluhan's ideas because internet connects the people of different groups, interests and communities. If it won't deliver or transmit information, people fundamentally alter the relationship and their world. (Ibid)

Whenever any new Medium enters human life, people try to adopt it rapidly, like the radio and TV's interventions do. Same is the case with the internet. In a highly developed country like the USA, it has changed the life style of the people and Americans are regularly using internet. Even in the less developed country of Pakistan, the use of internet is increasing and has some effects on its users. So internet provides a new area of research for the students and researchers in the field of communication.

In the light of the above discussion, we have come to know that internet is an essential part of mass Media studies and it has an obvious use and impact all over the world. For a developing country like Pakistan, internet's importance cannot be overlooked to cater the requirement of the current age of communication and information technology.

Literature Review

In this era of information technology, internet emerged as a new mass medium and the concerns of communication researchers shifted towards the functioning and effects of new technology on its users and on human communication.

As social scientists we typically are not concerned with technological innovations themselves, as we are with individuals, groups or organizations whom change their patterns and capabilities for communication by uses of new media (e.g. internet). Our emphasis is more with the human and social impact than the technology itself. (Bryant & Zillmann, 1994)

New media technologies are changing so rapidly that sometimes it is difficult in research to gain a suitable level of description. Theories related with the new media research include uses and gratifications, critical mass and diffusion of innovation, additionally with some references to media system dependency and social system dependency as well as social information theoretical and social information theoretical perspective (Biggs, 1996).

Researchers assumed media messages had uniform and direct effects on audiences and until now when many researchers affirmed the tremendous variability in how audience interact with the increasingly varied forms of messages, scholars have been occupied with characterizing the nature of the media interaction: the effect, the patterns of use, the process by which people make sense of messages. The best theoretical perspective in this regard is the tradition of uses and gratifications. (Baran, 2002) In a research article, "Social Aspects of New Media Technologies" by William Storer and Grant, the writers found that communication systems such as the VCR, cable television and personal computers fundamentally expand the repertoire of the media available to people, and in so doing fragment the "mass audience into narrower viewers/user groups or cultures. This research illustrated the rouge of social effects and especially gratifications one might observe with various communication technologies (www.fmdfst?articles...).

In a research study "Critical Mass: Electronic Mail and Mass Media" by Oliver Marwell Teixevia (1985) shows that new media technologies have social impacts. A variety of social factors impact diffusion and subsequent effects of these technologies like the concept of "critical mass" which is the amount of radioactive material necessary to sustain a chain reaction. They focused the number of individuals who must be involved in a social movement before it may "explode" into being and adoption of new media is an example of the critical mass process (Ibid).

Markus (1987) indicated that within a community adoption of a technology such as telephone and electronic mail is an "all or nothing" proposition. If a critical mass is achieved all will individually in the community eventually adopt the technology. If critical mass is not achieved, usage will drop because of the lack of reciprocity and subsequently no one will use technology. She also indicated that an individual's resources (time, money, skill etc) also attest to the likelihood of critical mass (Biggs, 1996:150-160).

In a research article "global free expansion and the internet: three modest goals for American media" Kurt Wimmer emphasized on the need to create an interaction system to protect free expression. Apply public international law to the internet as the internet doesn't respect these geopolitical boundaries and limitations and it is a challenge to the traditional values. The fact is that legal principles exist that can help to resolve the current land grab over the internet jurisdiction (www.mediainstitute.org).

Deborah Follows in a research article "the Internet and Daily Life" described that many Americans use the internet in daily/everyday activities but traditional offline habits still dominate (2004). The findings of Pew internet and American life project suggest that the reach of internet use into every day life is broad but shallow. Many users go online to meet many needs and to do many things; the extent of their use is relatively limited. Users consistently hold a very high opinion of the internet as a way to do everyday activities, but they don't actually act on those activities. There are also many obstacles between people and their internet use getting a condition, conquering technical skills, building and many more (Follows, 2004).

Jhon Markoff in his research article entitled "Internet Use Said to Cut into TV Viewing and Socializing" analyzed that the average internet user in the US spends three hours a day online, with much of that time devoted to work and more than half of it to communication. With the help of surveying the researcher found that use of the internet has displaced television watching and a range of other activities. Internet users watch television for one hour and 42 minutes a day, compared with the national average of two hours, said Norman H. Nie, director of the Stanford Institute, for the quantitative study of society. The study also answered the questions about whether the internet use itself strengthened or weakened social relations with one's friends and family. The latest study found that online game playing has also become a major part of internet use. (Markoff, 2004:1)

Overall, 75% of internet use was devoted to communication like e-mail, instant messaging and chat rooms, and 43% for other activities including web browsing, shopping and game playing. Users reported that they spent 8.7% of their internet time in playing online games. Younger people in the sample tended to favor immediate forms of online communication, while older used email more frequently (ibid: 2).

The study titled, "What do Americans do on the Internet?" also found that junk e-mail and computer maintenance take up a significant amount of the time spent online each day. Respondents reported spending 14 minutes daily dealing with computer problems. That would suggest that internet users spend a total of 10 work days per year dealing with such problems (www.stanford.edu?group ... ).

The researchers also found that the amount of internet use doesn't differ by gender. Women on average use email, instant messaging and social net working, while men spend more time browsing, reading, taking part in discussion groups and participating in chat rooms.

The research article "The Social Impact of Internet Use: Findings from the Other Side of the Digital Divide" found that research has produced conflicting findings about the social impact of home internet use. Some studies find that internet has a positive impact on increasing social involvement and psychological well being, while others suggest a negative impact (i.e. less social involvement and greater depression with greater internet use). Home Net Too project examined the social impact of internet use in a sample of low income, novice internet users. Findings indicate that internet use had no effect on social involvement and psychological well being when demographic and personality characteristics, and daily life events that influence social involvement and psychological well being were taken into account. (www.homenet.hcii ... ).

Indeed, original Home net study findings showed that articles appeared in the NY Times proclaiming a

* Sad lonely world discovered in cyberspace (August 30, 1998) and in USA today proclaiming.

* Heavy net use cuts into real life (February 16, 2000) and in Washington post proclaiming.

* A web of workaholic misfits? Study finds heavy internet users are socially isolated (February 16, 2000). (Ibid)

In a research article entitled "Summer 2003, Psychological Science Agenda at the Social Impact of Internet Use" by Robert Krant and Sara Kiesler of Carnegie Mellon University analyzed, with the help of longitudinal approach, examined changes in social variables of interest among comparatively light and heavy internet users. Researchers measured the effects of internet use across time on the same individuals provided natural controls for pre-existing individual differences. Some people's social contacts and outcomes are augmented by internet use The time people spend online can come at the expense of other, more valuable offline activities. For example, teens spending hours online chatting with strangers instead of hanging out or playing sports with friends from school. The researchers believe that as new technologies evolve they will offer new ways for people to substitute or augment their valuable social relations. (www.cs.vmu.edu ... )

In a 1972 study of the impact of new technology on existing mass media advertising revenue and consumer spending during 1929-68, Maxwell McCombs found that consumer spending on Mass media was relative to the Gross National Product (GNP) and was constant overtime. The implication of this proposition for traditional media was clear. If new Mass Media / Communication Technology survived and thrived in the market place it would be at the expense of traditional mass communication media. For example, interactive computer networks enter the market, the time consumers spend using them took away from the time previously spent using traditional media (Kraut & Keisler, 2003).

Ler Manovich, in his book "Language of New Media," by placing it within the history of modern visuals and media cultures, looked at all areas of new media; websites, virtual worlds, virtual reality, multimedia, computer games, interactive installations, computer animation, digital video and human computer interfaces. According to this book computerization of culture not only leads to the emergence of new cultural forms such as computer games and virtual worlds which refine existing ones such as photography and cinema.

The following topics related to internet are explored in this book.

* The identity of digital cinema

* The relations between the language of multimedia and 19'b century pro-cinematic cultural forms

* The functions of the screen, mobile camera and Motage in new media (internet) as compared to cinema

* The historical ties between new media and avant grade film The popular understanding of new Media identifies it with the use of a computer for distribution and exhibition rather than production (Menovich, 2001:24, 40-41).

A research article by Anura Goonasekera titled "Media in the Information Highway-Representing Different Cultures in the Age of Global Communication" highlights new media or communication technologies that are creating a new type of community. The writer termed this new community in different ways such as intelligent communities, smart communities, para-social communities, virtual communities and cyber communities. The social relations among the members of these new communities are not necessarily based on physical proximity. New telecommunication technologies have made it possible for business to produce, consumers to purchase and workers to interact without the need for common physical location because these communities are linked to the information super highway. Direct controls through ownership are becoming increasingly difficult. (Goonase kera, 2000)

Georgette Wang and Fan Seras in their book "The New Communication Landscape Demystifying Media Globalization" write, when communication satellites and computer networks took off in the early 1990s the world found itself faced with a new generation of communication technology which not only undermined geographical distances but also national borders and made difficult changes in culture as well by providing unprecedented opportunities for cultural contacts among individuals and communities living in remote parts of the globe (Wang & Seras, 2000).

Moden MC in his book "Concepts and Processes" describes, as modern technology is radically transferring the reach and speed of methods by which individuals and organizations communicate, it is useful that new global web can be used to hold communities together and serve the needs of modern day empires exclusively. This technology is used every day to inform and to be informed; in spite of traditional /old media increasingly we send and receive faxes, use emails and send instant messages with the help of internet. (M.C. Moden, 2007)

"How to Think Like the World's Greatest New Media Moguls" is a book written by Marea Layton and contains articles by the owners of New Media Giants (websites that have international access and mostly visited by peoples all over the world) or business lessons from Megwhitman owner of eBay.com, Jeff Taylor owner of Monster.com, Steven Case of AOL (American online.com). They all mentioned that new media achieved greatness and they tapped into that skill gain during the "dot.com" fever of the 1990s, creating new ways of doing business by using the power of the internet and vaulting to the top of their game today, while others are following the dot.com fallout of the late 90s. (Layton, 2000).

In an article by chairman Matt Druge, of Druge report dot.com, titled "the Druge Report: Part Breaking News, Part Gossip" he mentioned that any citizen can be a reporter. The modem (internet) lets you cover the world making us all journalists, commentators and critics (www.drugereport.com).

Jennifer D. Greer and Donica Mensing in their research article "The Evolution of Online Newspapers: A Longitudinal Content Analysis, 1997-2003" analyzed the chronological development of online newspaper features and content of online newspapers: news content and presentation, revenue sources, interactivity and their circulation from beginning till recent times. They found out that 83 sites were connected with print newspapers ranging in circulation size from 1,435 to 1.89 million in the U.S. The study shows that rather than stagnating, online newspapers have continued to evolve each year as they develop features responsive to the changing needs of news organizations and audiences. Sites are undergoing steady growth and development even as the first decade of web publishing is coming to an end. (Li , 2006;1,30).

Xigen Li in a research article entitled "Graphic Use and Interconnectedness of Internet Newspapers; A Many to Many Communication Model" explored the internet versions of three United States newspapers that were among the earliest to publish on the world wide web. The writer identified the approaches to web page designing graphic use and examines how the approaches facilitate delivering news information and change the process of communication. This article concluded that new computer technology available may change some of the practice of internet publishing. However, no dramatic changes are likely to occur in the near future because conventional newspapers are still primary sources for people to get information and large numbers of users are connected to the internet through a modem whose speed increase is restricted by the telephone line. (Ibid.33-45)

Mark Tremanye's research article "Applying Network Theory to the Use of External Links on News Web Sites" compared traditional media to the new media and highlights that the web allows journalists greater flexibility in constructing sophisticated stories, stories that can be consumed in different ways by unique subsets of readers. He concluded that both publishers and readers of internet newspapers face efficiency of news information retrieval affected by web design of the online newspapers. (Ibid;49,60).

Muhammad Saeed Ahmad's study about "Net Cafe and its effects on users" is an analytical survey which shows that internet cafes are a useful and effective source for communication and a great place for young ones to interact with people of other communities, to search information about their problems, and to get data about their academic careers. But everything has both positive and negative effects. Likewise, internet also creates a negative impact upon the minds of our youth. Our young people watch "porno" pictures in net cafes and they also visit immoral and unethical sites. The owners of net cafes never prohibit people from wrong use of internet. (Saeed, 2000).

Hypotheses

The study would be based on the following hypotheses; these hypotheses have been developed after reviewing the relevant literature.

H1 : The Internet would create negative effects upon the moral values of users

H2 : The users of internet would be least attentive or don't participate in social activities.

H3 : Internet users would prefer to consult online websites for information as compared to books or going to libraries.

H4 : Internet would be an important tool to shrunk boundaries of different countries.

H5 : The use of internet would damage the physical health of the users H6 : Internet would affect the language of users and promote the use of Roman Urdu/slang language.

Research Design

By considering the need, nature and objectives of this research project, the following research methods and techniques have been used.

* Survey Research: To get the basic data for testing hypotheses, the method of survey questionnaire and face to face communication (interviews) with the users and population has been used. The structured questionnaire was comprised of mostly closed-ended and a few open-ended questions, which were used to get the basic information/ opinion of the sample as a tool of data collection. The survey uses both descriptive and analytical methods to find the current situation regarding the use and impact of internet.

* Population: Population would be the citizens of Multan who use the internet, a sample of 500 respondents were selected. The sample was comprised of 200 university students, 200 college students, 50 teachers and 50 computer experts/professionals. The basic population is selected with the help of purposive sampling (as the users of the internet and the respondents were selected by the method of simple random sampling technique.)

* Data Analysis: Both qualitative and quantitative techniques have been used to analyze the information gathered in the survey; as there were counter questions to check the validity of responses.

* Limitations: Due to the time and resources constraints, this study has been limited to the survey from the citizens of Multan.

Results of the Survey

The table no. 1 highlights that 79.4% (397) of respondents said internet affects the moral values /ethics of any society and 26.6% (103) of respondents said it does not.

Among the respondents who said "yes" were 79.5% (159) university students, 72% (144) college students, 92% (46) teachers and 96% (48) were computer professionals. Those who disagreed were comprised of 20.5% (41) university student, 28% (56) college students, 8% (4) teachers and 4% (2) computer professionals.

The figure strongly supports H1 that predicts the internet will create negative effects upon the moral values of Pakistani society. This predication is proved as 79.4% (397) users said internet affected the moral values and just 26.6% (103) disagreed.

The data from table No. 2 depicts that 70% (350) of respondents were in favor that internet and mobile have affected the social relations and 30% (150) of users were against this. Those who said "yes" were 70.5% (141) university students, 61.5% (123) college students, 94% (47) teachers and 78% (39) computer professionals. While users who said "no" were 29.5% (59) university students, 38.5% (77) college students, 6% (3) teachers and 22% (11) computer professionals

The data in this table strongly supports H2 which suggested that the users of internet will be least concerned/attentive in social activities as 70% (350) respondents said internet has effected our social relations and just 30% (150) said no.

This table describes that 23.4% (117) of respondents preferred to visit friends/relatives, including 25% (50) university students, 16% (32) college students, 54% (27) teachers and 16% computer professionals. A total of 22.4% (122) preferred to use internet, comprised of 25.5% (51) university students, 24% (48) college students, 26% (13) teachers and 20% (10) computer professionals. While 7.2% (36) prefer to play a game on computer including 5% (10) university students, 11% (22) college students, and 8% (4) computer professionals. Those who prefer to watch a movie were 14.8% (74) comprised of 18.5% (37) university students, 13% (26) college students, 10% (5) teachers and 12% (6) were computer professionals. The respondents who prefer to use any other media (traditional media) were 19.8% (99) total comprised of 15.5% (31) university students, 28% (56) college student, 10% (5) teachers and 14% (7) were computer professionals. The remaining 10.5% (52) said they use all of the above including 10.5% (21) university students, 8% (16) college students and 30% (15) were computer professionals.

The data also partially supports H2, as only 23.4% (117) respondents like to visit their friends / relatives and the proportion of the people who prefer other options is greater.

This table highlights that 62.6% (313) respondents said "Yes" mostly people use internet for match making and 37.4% (187) said "No" they didn't agree with it. Those who said yes were 56.5% (113) university students, 82% (164) college students, 42% (21) teachers and 30% (15) computer professionals.

While those who said "No" were 43.5% (87) university students, 18% (36) college students, 58% (29) teachers and 70% (35) computer professionals.

This table indicates that 61.6%(308) of respondents are agreed upon this, that internet affects usage of books and going to libraries, comprised of 62%(124) University students, 60%(120) College students, 70%(35) Teachers and 58%(29) Computer professionals.

In contrast 38.4% are disagreed and said "No" including 38%(76) University students, 40%(80) College students, 30%(15)Teachers and 42%(21) Computer professionals.

The data in this table strongly supports H3 which suggested that internet users would prefer to consult online websites for information & effected the trend of going to libraries as 61.6%(308) respondents were agreed with this statement and 38.4%(192) were disagreed. So the proportion of users who said yes is greater than those who said no.

The data in Table 6 describes that 64.6% (323) of users said internet is the best medium to shrink the boundaries of the world, 26.4% (132) said no and 9.1% (45) said up to some extent.

The users who said 'yes' were comprised of 76.5% (153) university students, 58% (116) college students, 70% (35) teachers and 38% (19) computer professionals.

Those who said "no" included 13.5% (27) university students, 42% (84) college students, 20% (10) teachers and 22% (11) computer professionals.

Respondents who chose up to some extent were 10% (20) university students, 10% (5) teachers and 40% (20) computer professionals.

The data in this table strongly supports H4 which predicted that internet will be an important tool for reducing distances among different countries. By the data of this table 64.6% (323) of net users said it's the best medium to shrink the boundaries of the world and this proportion is greater than those who said "no" (26.4%).

Table No. 7 reveals that 22.4% (112) of users who like to chat with males is comprised of 21.5% (43) university students, 26.5% (53) college students, 20% (10) teachers and 12% (6) computer professionals.

While total 27.8% (139) users said they chat with females, those were 27% (54) university students, 32% (64) college students, 14%(7) teachers and 28% (14) computer professionals.

Those respondents who said "with both" were a total of 45.8%(229), comprised of 44% (88) university students, 40.5% (81) college students, 60% (30) teachers and 60% (30) computer professionals. While the remaining 4% (20) said that they don't chat includes 7.5% (15) university students, 1.5% (2) college students and 6% (3) teachers.

By analyzing the demographics of respondents, it is found that mostly people like to chat with the opposite sex and for this purpose, users communicate incorrect ASL's.

This table indicates that 54.4% (272) respondents said internet does damage the physical health of its users, 21.4% (107) said 'No' and 24.2% (121) said up to some extent.

Those who said 'yes' includes 63.5% (127) university students, 46% (92) college students, 36% (18) teachers and 70% (35) computer professionals. Among the users who said 'No' were 27.5% (55) university students, 16.5% (33) college students, 28% (14) teachers and 10% (5) computer professionals.

The remaining 9% (18) university students, 37.5% (75) college students, 36% (18) teachers and 20% (10) computer professionals said up to some extent.

The data in this table strongly supports H5 which predicted that the use of internet will damage the physical health of the users as 54.5% (272) net users said it damages the physical health of the users and (121) 24.2% said up to some extent and just 21.4% (107) disagreed with this statement. (Also see table no.5.42 which also shows different effects of internet and the proportion of physical effects of internet is greater than any other effects).

This table shows that 11.8% (59) of users said that internet makes users lazy including 7.5% (15) university students, 12% (24) college students, 30% (15) teachers and 10% (5) computer professionals.

While 27.2% (136) of users said it affects the eye sight comprised of 23% (46) university students, 29.5% (59) college students, 20% (10) teachers and 42% (21) computer professionals.

Those who said internet makes users least concerned about outdoor activities were 10.6% (53) consisted of 14.5% (29) university students, 7.5% (15) college students and 18% (9) teachers.

13% (65) users said internet usage effects interpersonal relations including 10.5% (21) university students, 9.5% (19) college students, 12% (6) teachers and 38% (19) computer professionals.

Total 35% (175) of users reported that internet has all of the above effects, comprised of 43.5% (87) university students, 37% (74) college students, 18% (9) teachers and 10% (5) computer professionals. While the remaining 2.4% (12) of users said "any other" effects including 1% (2) university students, 4.5% (9) college students and 2% (1) were teachers.

The data in this table indicates that in response to this question 77.6% (388) of users said the internet does affect the language of the users and 22.4% (112) of respondents said it does not.

Those who said yes were 69.5% (139) university students, 83.5% (167) college students, 78% (39) teachers and 86% (43) computer professionals

In contrast remaining 30.5% (61) university students, 16.5% (33) college students, 22% (11) teachers and 14% (7) computer professionals were of the view of that no it doesn't effect the language of its users.

The data in this table strongly supports H6 which suggested that internet will affect the language of users and promote the use of slang language. As the data shows 77.6% (388) said yes it affects the language of users and this proportion is greater than those who said no (22.4%-112). It doesn't affect the language of users.

Section II

Qualitative Analysis

In response to the open ended questions of the questionnaire, all the respondents gave different opinions, which cannot be quantified in tabulated or graphical form. So to cover every aspect of the findings of the survey, here is the descriptive analysis of respondents' opinions:

Q. What is the role of internet in Pakistani society?

Ans. In response to this question, the majority of the respondents said that it depends upon how each individual uses the internet. Basically, the internet provides an easy way to communicate with different people of the world. It is the cheapest medium of information and entertainment. It is a great store house of knowledge. But in Pakistan it has adverse effects, and the users, especially teenagers, use it for killing their time and chatting. People also use it for negative purposes like to satisfy their wrong attention by visiting immoral web sites. It also damages moral and cultural values. 70% of users said it has negative impact on their society and 30% said it has both positive and negative impacts.

Q: What kind of impression do net cafes have on your mind?

Ans.: Approximately 90% of respondents were of the view that net cafes have negative impressions and are centers to promote vulgarity in our society. People don't like to visit them in spite of any compulsion. It's a place where youngsters are involved in wasting their time by searching negative websites because of the lack of parental figures or other checks. The rest of the 10% of people said net cafes provide us a place to consult internet at lower rates. Those who cannot afford PC's easily do their work in net cafes.

Q: Give your suggestions to make the image and use of internet in a positive manner.

Ans. The opinion of the respondents for this question was very important, so the suggestions given in the end of this research are also based upon the responses to this question. People suggested for

* Parental check

* Self control and consciousness check(voice of inner self)

* Governmental check

* Check by the net cafe owners by considering their social responsibility to enhance the role of internet in a positive manner.

* Institutional check by educational institutions to provide awareness to the students for the right use of internet.

They also suggested removing cabin system from the net cafes.

Conclusion

This research article has explored different aspects of internet as a new mass medium. In review of literature it is found out that the possibility of a global village emerged due to greater communication across borders. Internet and new technologies heightened inter-cultural awareness, communication and a resistance to wars between societies on the basis of their perceived "difference" (Macluhan & Fiore, 1967).

This leads to cultural imperialism in developing countries like Pakistan but Joseph S. Nye Jun, (Assistant Secretary for International Affairs in the Clinton Administration) defined that the changes in culture is through attraction rather than coercion. (Thussu, 1998:66-67) This attraction is developed by new media.

We can say that internet and new technologies play a vital role in making the flow of information to the whole world, especially developing nations, more attractive when we observe or conduct research upon the use of internet. The new trends of online marketing, online journalism, online conferences, etc. enhance the penetration of this new medium in the world and in Pakistan. International communication flows delivered through telecommunication, information and media technologies such as broadband cable, satellite and the internet. They facilitate transnational circulation of cultural commodities, such as texts, images and artifacts and there is no singular impact of internet upon politics, economics, culture and societies. (Giddens, 2000)

Due to its importance, governments established special internet services to connect their nations to the World Wide Web or virtual community.

Theoretically this research is firstly based on diffusion and penetration of internet in Pakistani society and adoption of internet as a mass medium. After conducting a survey and analyzing the data, it is concluded that internet is penetrating our society gradually. Most of the educated people use it but currently Pakistan is far behind from America or Western Courtiers, in the usage of internet. The number of users is increasing day by day and the majority of the university and college students use internet. Computer labs are also available in the educational institutes with the facility of internet.

Secondly, this research topic is related with the theory of uses and gratifications and espouses the idea that

1. Users of internet are active in selecting and processing media (new media content).

2. Media (new) use in goal directed

3. Media (new) use fulfills a wide range of gratifications, and

4. The gratifications, internet users report can be due to media content, the practice of exposure in and of itself, or the social situation in which media (new)--users interaction takes place. (Palmgreen & rosengreen, 1985:11-37)

The analysis of the opinions of respondents also reveals that users use internet according to their aims, objectives and interests and are able to gain any kind of gratification by connecting online to the World Wide Web.

This study has presented the analysis of the responses of 500 internet users of Multan city, comprised of 200 university students, 200 college students, 50 teachers and 50 computer professionals. The data was gathered with the help of survey by using the tool of structured questionnaires filled out by the internet users from different segments of the population. The results of the study indicate that different users use internet at different times, for different purposes and in different environments. Mostly people use internet for multi purposes and for information and academic facilitation or according to their needs and requirements. Teenagers or college students use it for entertainment or killing time, while university students use it for information as it is the requirement of their studies or to get data about their studies.

The first hypothesis predicted that the internet would create negative effects upon the moral values of Pakistani society. The data according to the opinion of respondents strongly proved this hypothesis, a total of 79.4% (397) users said internet damages the moral values of the Pakistani society and just 26.6% (103) respondents said it has nothing to do with the ethics of our society.

The second hypothesis suggested that the users of the internet would be less attentive or wouldn't participate in social activities. The information gathered from the internet users strongly supports this hypothesis as the proportion of the respondents who said internet has affected social relation is greater than those who said it has not. A total of 70% (350) respondents were agreed and 30% (150) were disagreed with this hypothesis. Moreover out of 500 respondents just (117) 23.4% respondents like to visit their friend or relatives in spare time while the remaining prefer to use any Mass Media (including new media).

The third hypothesis suggested that the internet users would prefer to consult online websites for information as compared to books or going to libraries. This hypothesis is strongly supported by the data and 61.6% (308) internet users said yes, after the trend of online searching, now people get information /data from internet and mostly just copy /paste the data and don't consult book and 38.4% (192) were disagreed wit this hypothesis. The general observation during data collection also supported this hypothesis. As the respondents didn't remember the name of five books which they have to mention in the questionnaires and they also didn't remember the number of books they purchase or borrowed from libraries.

The fourth hypothesis predicted that internet would be an important tool to shrink the boundaries of the world. This hypothesis is also accepted as data shows 64.4% (323) internet users said Yes it is used for contacting relatives and through internet they can access at any corner of the world. 9.1% (45) said up-to some extent and 26.4% (45) users totally disagreed with this hypothesis.

The fifth hypothesis, suggested that the use of internet would damage the physical health of the users. This is also accepted according to the gathered data 54.4% (272) users agreed with this and 24.2% said it damages the physical health but up to some extent while 21.4% (107) respondents negate with this hypothesis. Whereas the physical effects were making users lazy, effecting the eye sight of the users specially the heavy users (Netzens) who spend more than six hours daily also became least concerned about the out door activities.

Last but not the least, the sixth hypothesis predicted that the internet would effect / damage the language of users and promote the use of slang language / roman Urdu. This hypothesis is also accepted as 77.6% (388) respondents said yes it effects the language of its users while 22.4% (112) users said no it has no effect on the language of its users. The 64.6% (323) respondents also said that the slang language creates bad impression and due to this people don't bother about the proficiency of language.

In a nut shell it is said that there is a dualistic thinking about internet, where it is seen either as a good thing or a bad thing for society and culture. The practical usefulness of such an approach has been illustrated by looking at the relationship between media and modernity, as well as through considerate of the contribution of new media to concepts of Post modern culture, traced through the work of Mcluhan, Baudrillard, Poster and Wark.

After reviewing literature and analyzing the data it has been found that the internet or any other new information technology itself is not bad, it is the usage of any medium or technology which make it good or bad. Overall the study shows that internet is a mass medium which has so many uses and benefits. There is a need of socialization for Pakistani society about the usage of new technology and the impact or effect of internet of internet is upon the heavy users not on those who use it for specific purposes or in a right direction.

Suggestions

In the light of the findings, conclusion and observation during this research, the researcher devise some suggestions to increase /improve the use of internet in a Pakistani society as a new medium, which can be useful for parents, academicians, educationists, researchers , scholars, and media practitioners, etc. The suggestions and recommendations are as under:

* There must be some check upon the teenagers / adults / children from the primary group of socialization like family to forbid them from using immoral websites.

* The government should do proper legislation to penalize and stop the wrong usage of internet though vulgar websites and to devise rules and regulations for net cafe owners to stop obscene websites.

* Educational institutions should ban those websites which provide unhealthy entertainment for students and waste their time in labs and see/visit immoral websites.

* Advertisers, government and educational institution should give incentives to those students who use informative websites.

* The use of research oriented websites should be enhanced in educational institutions through seminars and the teachers should recommend students to collect data from online websites.

* Parents should investigate their children about the websites they consult and also forbade them to sit in front of computes for long time.

* Educational institutions should also motivate the students and promote the usage of books and visiting libraries.

* Users should also consider the moral and ethical values of the society by following self imposed sanctions and not to go for obscene websites.

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Rooh-e-Aslam * Shahzad Ali ** Dr. Ghulam Shabir ***

Correspondence to:

* Root e Aslam, Govt. College for Women Harappa Sahiwal, Pakistan Email: Fringebenefitl@hotmail.com

** Shahzad Ali Department of Mass Communication Bahauddin Zakariya University 60800 Multan, Pakistan Email: shahzadmasscomm@yahoo.com

*** Dr. Ghulam Shabir Department of Media Studies The Islamia University of Bahawalpur-Pakistan Email: drshabair@yahoo.com

Table No. 1
Does the internet affect the moral values or ethics of any society?

 Respondents

 University College Teachers
Options students students

Yes 159 79.5% 144 72% 46 92%
No 41 20.5% 56 28% 4 8%
Grand total 200 100% 200 100% 50 100%

 Respondents

 Computer Total
Options professionals

Yes 48 96% 397 79.4%
No 2 4% 103 26.6%
Grand total 50 100% 500 100%

Table No. 2
Internet and mobile have affected our social relations. What do you
think?

 Respondents

 University College
Options students students Teachers

Yes 141 70.5% 123 61.5% 47 94%
No 59 29.5% 77 38.5% 3 6%
Grand total 200 100% 200 100% 50 100%

 Respondents

 Computer
Options professionals Total

Yes 39 78% 350 70%
No 11 22% 150 30%
Grand total 50 100% 500 100%

Table No.3
What do you prefer among the following options in spare timings?

Options Respondents

 University College Teachers
 students students

To visit your 50 25% 32 16% 27 54%
friends /relatives

To use internet 51 25.5% 48 24% 13 26%

To play a game 10 5% 22 11% 0 0
on computer

To watch movie 37 18.5% 26 13% 5 10%

To use any other 31 15.5% 56 28% 5 10%
media

All above 21 10.5% 16 8% 0 0

Grand total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

To visit your 8 16% 117 23.4%
friends /relatives

To use internet 10 20% 122 24.4%

To play a game 4 8% 36 7.2%
on computer

To watch movie 6 12% 74 14.8%

To use any other 7 14% 99 19.8%
media

All above 15 30% 52 10.4%

Grand total 50 100% 500 100%

Table No. 4
Do you think that mostly people use internet for chatting or match
making (online marriages)?

Options Respondents

 University College Teachers
 students students

Yes 113 56.5% 164 82% 21 42%
No 87 43.5% 36 18% 29 58%
Grand Total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

Yes 15 30% 313 62.6%
No 35 70% 187 37.4%
Grand Total 50 100% 500 100%

Table No. 5
Do you think that internet badly affects the usage of books or the
trend of going to libraries?

Options Respondents

 University College Teachers
 students students

Yes 124 62% 120 60% 35 70%
No 76 38% 80 40% 15 30%
Grand Total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

Yes 29 58% 308 61.6%
No 21 42% 192 38.4%
Grand Total 50 100% 500 100%

Table No. 6
Do you think that internet is the best medium to shrink the
boundaries of the world?

Options Respondents

 University College Teachers
 students students

Yes 153 76.5% 116 58% 35 70%
No 27 13.5% 84 42% 10 20%
Up to some extent 20 10% 0 0% 5 10%
Grand total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

Yes 19 38% 323 64.6%
No 11 22% 132 26.4%
Up to some extent 20 40% 45 9.1%
Grand total 50 100% 500 100%

Table No. 7
Generally you chat with whom?

Options Respondents

 University College Teachers
 students students

Male 43 21.5% 53 26.5% 10 20%
Female 54 27% 64 32% 7 14%
Both 88 44% 81 40.5% 30 60%
No chat 15 7.5% 2 1.5% 3 6%
Grand total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

Male 6 12% 112 22.4%
Female 14 28% 134 27.8%
Both 30 60% 229 45.8%
No chat 0 0 20 4%
Grand total 50 100% 500 100%

Table No. 8
Does internet damage the physical health of its users?

Options Respondents

 University College Teachers
 students students

Yes 127 63.5% 92 46% 18 36%
No 55 27.5% 33 16.5% 14 28%
Up to some extent 18 9% 75 37.5% 18 36%
Grand total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

Yes 35 70% 272 54.4%
No 5 10% 107 21.4%
Up to some extent 10 20% 121 24.2%
Grand total 50 100% 500 100%

Table No. 9
Which type of physical/social effects internet causes?

Options Respondents

 University College Teachers
 students students

Making users lazy 15 7.5% 24 12% 15 30%
Effecting eye sight 46 23% 59 29.5% 10 20%
Making users least 29 14.5% 15 7.5% 9 18%
 concerned about outdoor
 activities
Effect interpersonal 21 10.5% 19 9.5% 6 12%
 relations
All above 87 43.5% 74 37% 9 18%
Any other 2 1% 9 4.5% 1 2%
Grand total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

Making users lazy 5 10% 59 11.8%
Effecting eye sight 21 42% 136 27.2%
Making users least 0 0% 53 10.6%
 concerned about outdoor
 activities
Effect interpersonal 19 38% 65 13%
 relations
All above 5 10% 175 35%
Any other 0 0% 12 2.4%
Grand total 50 100% 500 100%

Table No. 10
Does internet affect the language of the users?

Options Respondents

 University College Teachers
 students students

Yes 139 69.5% 167 83.5% 39 78%
No 61 30.5% 33 16.5% 11 22%
Grand total 200 100% 200 100% 50 100%

Options Respondents

 Computer Total
 professionals

Yes 43 86% 388 77.6%
No 7 14% 112 22.4%
Grand total 50 100% 500 100%