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Educating the Youth in Norms and Values through TV Commercials: A Study of College Students

Author

Listed:
  • Shafayat Ali

    (Assistant Professor,)

  • Zahid Yousaf

    (PhD Scholar,)

Abstract

Educating the viewers and public is one of the core objective of the media and in modern times TV commercials is one of its major tool to pass on the information and educate the masses. The current study is an attempt to find out how media through TV commercials educate the youth about the norms, values and general information. 1000 students participated in the current study from various colleges of district Lahore and they were selected through multistage sampling technique. A survey was conducted for data collection and regression analysis was used to determine the relationship between TV commercials and educating the norms and values of the society to the youth. The study concluded a direct and positive relationship between the variables i.e. contents and educating the youth in norms and values.

Suggested Citation

  • Shafayat Ali & Zahid Yousaf, 2019. "Educating the Youth in Norms and Values through TV Commercials: A Study of College Students," Global Social Sciences Review, Humanity Only, vol. 4(1), pages 325-334, March.
    • Handle: RePEc:gss:journl:v:4:y:2019:i:1:p:325-334
    DOI: 10.31703/gssr.2019(IV-I).30
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    More about this item

    Keywords

    TV commercials; cultivation theory; Regression.;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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