Role of Media in Promoting Political Awareness among the Youth of Karachi

Abstract

This study aims to investigate the role that the media plays in raising political awareness among Karachi's youth. As a result, media refers to so many links, including print media, online media, broadcast media, and mass media. The media, with their news segments, entertainment, and opportunities for the exchange of ideas, suggestions, and perspectives on related topics, are the primary sources of information. Children's political malaise and political realities are mediated by the media. The media has a significant impact on people's beliefs, priorities, and political and sexual pressure on children. Teens' general public behavior is also influenced by the media. The study looked at the following aspects: the significance of the media, the level of education, political awareness, political participation, political discussion, voting behavior, and political socialization. The University of Karachi served as the study's universe, and the study's respondents have enrolled University of Karachi students. The estimated sample size was 122, and the respondents were distributed and allocated according to an equal proportionate sampling method. A self-administered questionnaire served as the instrument for data collection. Sample frequency tables and contingency tables were used to analyze the data. The bivariate relationship was examined with the help of the independence test, the chi-square test. The study's findings indicate that the purpose of mass media is to raise political awareness among youth. Additionally, the youth's political awareness encouraged them to participate in political discussions and forums.