Media as a tool of awareness in our Society: a case study of District Swat

Abstract

Mass media play a significant role in bring awareness in a society. Its widely considered as the fourth pillar of the state and has the potential to influence the masses of the society, this study aimed at evaluating Media as a tool for awareness in a society, where the researcher used quantitative survey methodology to measure the phenomena and give a proper essence to the study; the data was collected through a wellcrafted interview using random sampling of 120 participants; that included mainly rural farmers, merchants and common labors from the two rural tehsils of District Swat, KP, each respondent was individually interviewed through the span of six months i.e. 1st January 2019 to 31st July 2019, a descriptive statistical approach was used in the study, the researcher also used statistical methods, including univariate and bivariate techniques to draw the conclusions from the collected data of the study.