Media Representation of Sindh’s Ancient Heritage across Mainstream Platforms: A Qualitative Review

Abstract

This qualitative study explores how Sindh’s ancient heritage is represented in mainstream Pakistani media platforms. Focusing on the period from November 1 to December 31, 2024, the research examines content from digital and print media sources including Dawn, BBC Travel, and UNESCO publications, due to the absence of relevant coverage in leading television bulletins (Geo News, ARY, Samaa). Using thematic content analysis and grounded in framing theory, the study identifies key patterns in the representation of sites like Mohenjo-Daro, Makli Necropolis, and Ranikot Fort. Findings reveal that heritage narratives are primarily framed around disaster recovery, international preservation efforts, and cultural celebrations such as Sindh Culture Day, rather than being a sustained focus of national media. Media engagement is sporadic and event-driven, often sidelining heritage coverage unless tied to external interventions or festivals. This underrepresentation risks public disengagement from heritage conservation and weakens the cultural discourse around historical identity. The study underscores the need for more consistent, contextual, and culturally rooted media representation of Pakistan’s archaeological treasures, especially in underrepresented regions like Sindh.