Exploring the Role of Folk Media in Changing the Social Behavior of Urban People: An Exploratory Study in Lahore

Abstract

In a rapidly evolving modern world, communication plays a specialized and paramount role of great significance. Modern mass media, characterized by its glamour and impersonal nature, may require a more integrated approach. It uses culture to preserve and promote folk traditions and arts to foster development and drive social change. In this context, this study examines the multifaceted role of folk media in shaping the social behavior of urban populations in the contemporary digital media era. Folk media forms possess inherent charm, deeply resonating with the public's collective consciousness, making them a potent tool for promoting cultural heritage and societal transformation. Folk media forms possess inherent charm, deeply resonating with the public's consciousness. Through in-depth interviews with esteemed experts in media and communication, this research illuminates the profound and enduring impact of folk media in the contemporary landscape, highlighting its transformative influence in promoting behavior change for social change and community evolution. The study concludes with results, implications, and recommendations for future research.