MEDIA COVERAGE AND PUBLIC TRUST IN THE PAKISTANI MILITARY: LINKING MEDIA AGENDA TO PUBLIC PERCEPTION

Abstract The public trust in the military is influenced by personal protection, perception of the military as saviors, pro-democratic orientation, and international security dynamics. The Pakistan military's active involvement in internal politics and direct international dealings with Afghanistan, India, the United States, and Gulf countries has complicated public trust in the institution, highlighting its influential yet controversial role. The present study has been designed to explore the media-public relationship on the matters relating to the military. A mixed-method approach was employed, involving a content analysis of two leading news channels ARY and Geo News over four months. The primetime talk shows were selected through a systematic sampling technique focusing on two significant events - the Army Chief's appointment and the May 9th violent protest supporting the ex-prime minister during the pre- and post-periods of these events. A survey is conducted on the viewers of these channels to trace out the public agenda and public trust in the military. The results reveal significant differences in media coverage and audience perspectives, aligning with their preferred channels. The study contributes to the existing literature by providing empirical data on the interplay between media representation and public trust in the military.