EFFECTS OF MEDIA ON YOUNG WOMEN

The purpose of this research was to investigate the effects of television on young women. The study hence recorded the respondent’s level of viewing, preferred channels and programs, favorite watching time and restrictions on viewing. The locale of the study was Shamsabad, Rawalpindi. The nature of the study was qualitative while a semi-structured questionnaire was used to collect data from a sample of 70 respondents selected through convenient sampling. The Chi-Square analyses revealed that with the advancement and spread of multiple communication channels, television stands as the most influential type of media that has played a significant role as a source of information regarding latest fashion trends and also religious information thus effecting the women’s life style and the cultural practices in our society.