PUBLIC INTEREST JOURNALISM IN PAKISTAN: A CRITICAL ANALYSIS OF PAKISTAN ELECTRONIC MEDIA REGULATORY AUTHORTY (PEMRA)

Abstract

Public interest journalism serves as a cornerstone of democratic societies by fostering informed citizenry and promoting accountability, yet in Pakistan its practice remains constrained by political influence, commercial imperatives, and regulatory inconsistencies. This study employs an exploratory qualitative research design to examine the role of the Pakistan Electronic Media Regulatory Authority (PEMRA) in shaping journalistic ethics and freedom. Data were collected through fifteen semi-structured interviews with media professionals and regulatory officials. Using manual thematic analysis following Braun and Clarke’s (2006) framework, six principal themes were identified, reflecting the structural, institutional, and ethical dimensions of media regulation. The findings demonstrate that although PEMRA’s regulatory framework is designed to uphold ethical broadcasting, its enforcement is uneven and frequently influenced by political and market pressures. Journalists reported weak institutional autonomy, insufficient protection mechanisms, and limited capacity-building opportunities, leading to diminished trust and self-censorship. The study concludes that strengthening regulatory independence, enhancing participatory policymaking, and ensuring equitable capacity development are essential to advancing democratic and accountable media governance in Pakistan.