ROLE OF MEDIA ON ACADEMIC PERFORMANCE OF STUDENTS

Abstract

The engagement of students in social media networking activities has been observed to result in increased focus on their academic pursuits, leading to a higher investment of time and effort in their studies. The current investigation was carried out within the Lahore District situated in the province of Punjab.The pr imary aim of this investigation is to examine the influence of social media utilisation on the scholastic ach ievement of college students. The research was carried out in various urban centers, namely, Lahore, University of the Punjab, G.C University, University of Lahore, and Superior University. This study employed a multistage sampling method. During the initial phase, a random selection process was employed to choose four universities located in the Lahore district of the Punjab province. During the second stage, a random selection process was employed to select four departments from each university. In the third stage, a sample size of 400 participants was chosen through convenience sampling. The sample consisted of 100 students from each university and 25 students from each department, all of whom were enrolled in degree programs. Data were obtained using a meticulously designed interview schedule. The data that was gathered was subjected to analysis through the utilization of the Statistical Package for Social Sciences (SPSS). The findings indicate that a significant proportion of the participants utilized social media platforms to enhance their scholastic achievements. Therefore, there is a strong positive correlation between academic performance and social media usage. Keywords: Social Media, Networks, Internet, Students, Time.