Political Awareness and Media’s Consumption Patterns among Students-A Case Study of University of Gujrat, Pakistan

Abstract

This research examines the role of different media outlets in creating political awareness among students. This study shows that students of University of Gujrat consume mass media for both entertainment and political information. However, Television considered the best source of political information. Through this study agenda and framing theory used which revealed that media has an effect on its target audience. While, survey method has used to gauge the media consumption among university students. Mass media is considered a source of information that has the power to change choice of people. Media present issues to its audience with an effect that public forms opinion according to media’s emphasis on issue.

Keywords: Mass Media, Consumption Pattern, Political Awareness, Media Agenda, Media Framing