Higher education is the ladder to economic prosperity in today’s world. Quality in higher education indeed is the basic requirement for success of higher education institutions. But quality is never an accident, it is always the result of diligent work. During the last decade almost 50 universities / institutes of higher education have been established in the country. But the variations in quality of its graduates are too wide to accept. The objectives of this research were to find out the role of mass media in improving the quality of higher education and how far the same can be improved. In this regard NGOs or management of the universities / institutes indeed play a very important role but without close monitoring and mentoring quality output cannot be guaranteed. The findings show that the mass media particularly with the advent of Internet can play a pivotal role for quantum leap in higher education in Pakistan. The mass media can help in creating the awareness and in appreciating the benefits of higher education. Universities in general and private ones in particular need guidance and mentoring by the community and media about the demand and supply of educated workforce in particular disciplines. The low performing universities need to be encouraged and motivated to perform in a focused direction for increase output, both qualitatively as well as quantitatively. In this paper key issues of higher education have been discussed where media can play its role. Solutions have been offered for accelerating quality standards in higher education
Mass media, Higher education, Quality in higher education, Media influence
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Khan, S. R. (2009). Role of mass media in quality assurance of higher education in Pakistan. Business Review, 4(2), 69-86. Retrieved from https://ir.iba.edu.pk/businessreview/vol4/iss2/6
April 13, 2021
Educational Assessment, Evaluation, and Research Commons, Educational Leadership Commons, Educational Technology Commons, Higher Education Commons, Mass Communication Commons, Social Influence and Political Communication Commons