Role of Electronic Media in Political Awareness among the People of Nawabshah


  • Meer Muhammad Shaheed Benazir Bhutto University SBA
  • Taha` Shabbir Shaheed Benazir Bhutto University SBA
  • Muhammad Yaseen Moroojo Shaheed Benazir Bhutto University SBA


TV, Political Affairs, News Channels, Political


The pivotal role of electronic media in shaping public awareness, particularly in the political domain, is of paramount importance. A substantial majority of individuals rely on news channels and talk shows broadcasted through cable TV to stay abreast of current affairs and political developments. This study acknowledges the crucial function of electronic media in elucidating political events, issues, and candidates, contributing significantly to public understanding of politics. Moreover, electronic media serves as a catalyst for public discourse and accountability of those in power, fostering an informed citizenry. By actively shaping public opinion, electronic media becomes a potent tool, empowering individuals to actively participate in the democratic process. The study underscores the undeniable significance of electronic media in heightening political awareness, emphasizing its role in informing, engaging, and empowering individuals during the democratic process. This research seeks to comprehend the intricate dynamics of how electronic media influences political awareness and engagement. A comprehensive analysis will explore the impact of media coverage on voting behavior, the formation of public opinion, and political knowledge. Through this examination, the study aims to provide valuable insights into the multifaceted effects of electronic media on political awareness among the residents of Nawabshah City, contributing to the broader understanding of media's role in shaping political perceptions and behaviors.