AbstractThis research is a struggle to explore the influence of Media on democracy in Punjab that how media helps to
promote the democratic norms in society and strengthens the democracy in context of a developing country.
As time passed media turn into more and more influential and significant. Using survey method, data has been collected from
500 respondents from Punjab as sample technique of available and convenient, selected 250 female respondents and 250
males from rural and urban areas. Questionnaire was based on 25 close ended questions. Current research conducted in the
light of "Agenda Setting Theory" and "Framing Theory" which conclude that media has played an important role in
strengthens the democracy in Punjab. Media aware public about democracy. People of urban areas especially educated
people attract more to media for political awareness as compare to rural area's people. Moreover, TV plays an important role
in promotion of democracy specially the private sector media. Media aware people about freedom of speech and freedom of
expression are how much necessary in a society and it can only be fulfilled in a healthy democratic society. Media plays the
positive role to politically socialize the people in Punjab.
1-Hamayun Masood PhD Scholar, Department of Media Studies, The Islamia University of Bahawalpur, Bahawalpur, Punjab, Pakistan.2-Ali Hassan Lecturer, Department of Media Studies, The Islamia University of Bahawalpur, Bahawalpur, Punjab, Pakistan.
KeywordsMedia, Democracy, Agenda Setting, Framing, Political Socialization, Political Knowledge, Public Opinion
Volume & IssueII - I