THE IMPACT OF ELECTRONIC MEDIA ON YOUTH BEHAVIOR REGARDING INFORMAL EDUCATION IN PESHAWAR, KPK

Abstract

This study was concerned with the main objectives on affects of electronic media which
contributed in the learning process of youth as a strong agent of socialization. A sample
size of 329 students of Graduate level was selected systematically from Institute of
Business and Management Sciences, Agriculture University Peshawar and Institute of
Management Sciences, Hayatabad, Peshawar. The collected data was analyzed
through Chi- square test to determine the relationship among youth behavior
(dependent variable) and independent variable (informal education) Media extends
knowledge of youth showed significant (p= .005). Rising knowledge level of youth in
diverse spheres (p=.000). There was a strong relationship (P=0.05) between media's
strive to present programs to extend intellectual foundations. A strong significant
relationship was found between media's role on rising knowledge level of youth in
diverse spheres of life, (P=.000). Different programs and talk shows, debates, and other
programs expand youths understanding about various phenomena. Movies and
advertisements are catalyst to develop and increase smoking habit in youth proved a
significant strong relationship (P=.002) with behavior. Youth consider hero's as role
model and tries to imitate them in style. The study concluded that media played a pivotal
role in disseminating knowledge to youth as it works as catalysts in upbringing the latest
information to the recipients and has succeeded in determining a position of trust
among the viewers. The most influential source of communication in mass level has
grave affects on youth and reshapes their behavior. The study recommended that
electronic media should focus on its programs to bring more reality and standard,
making it more trustworthy, valid and reliable. It will be beneficial for youth,
researchers and policy makers