Significance of the media landscape in raising various social issues in urban areas of Lahore, Pakistan

Abstract

The present study aims to analyse the significance of the media landscape in raising various social issues in urban areas of Lahore, Pakistan. The present study will discuss how the media landscape helps in disseminating social awareness messages to urbanized communities, and that leads to evolving information and relationships between a social setup. For said purpose, the quantitative research method was used by the researchers to get the results. A questionnaire was devised to undertake the survey. Through stratified random sampling technique, a sample size of 250 respondents was selected from public and private sector universities of Lahore. According to the results, media have a vital part in each community's social development. People who live in urban regions are thought to be more technologically advanced than those who live in rural ones. The media landscape in metropolitan areas is the primary source of their information and awareness. The survey results also indicate that media is playing an important role to highlight various social issues being faced by the urban population of Lahore city; these issues include health, education, terrorism, and poverty.