Public Service Campaigns through Mass Media: Impact of Public Health Communication in Covid-19 Era

Abstract

This study aims to uncover the cultivation impact of public service campaigns on public by taking the case study of Multan City. Impact of these campaigns was analysed through Social, Electronic and Print media usage of general public by conducting the survey. The study mainly used the cultivation and Gratification’s theory as a supporting theory for literary support and analysis. Moreover, sample of 300 individuals was taken including male and female without any age restrictions and educational background by using convenience sampling.  The population of Multan City was mainly targeted for evaluating the desired results and SPSS was used for data analysis. Results of the study demonstrated that most of the respondents believe that they get information from social media while they are watching news channels, dramas and movies about COVID-19 and they are also communicated positively through public service campaigns. Different opinions of respondents are observed in terms of acceptance and refusal of these campaigns in a positive and negative manner simultaneously.Most of the respondents also believe that such campaigns affect the level of consciousness and cause higher level of anxiety while other respondents considered these campaigns fruitful and knowledgeable for health. It is recommended that future studies may be conducted to explore the impact of this scenario with larger sample size and with different methodology and different constructs.