The Role Of Outdoor Media In Creating Civic Awareness Through Public Service Advertising Among Youth In Mumbai

Abstract

Civic awareness empowers youth to be well-informed, active citizens, engaged in policy-making newlineand democratic governance. It is necessary for the young people to contribute to positive changes newlinein their local communities. It provides information and learning experience to equip and empower newlineyouth to participate in democratic processes. The overall goal of civic awareness is to promote newlineCivic engagement and support democratic and participatory governance (Oritsejafor and newlineGuseh.2004). India has the largest share of youth population in the world (https://www.ilo.org/) newlineand will continue to hold so for the next two decades. Development of youth determines the newlinedevelopment of community and the country. Youth can be a positive force for development when newlineprovided with the knowledge and opportunities they need to thrive (UN.2015). Increased civic newlineawareness among the youth, enables better perception of the world and better analyses of the local newlineand global issues. Media is an important tool to reach out to people in a democratic set up. newlineCurrently, it is safe to assume that media have adopted the very role of a social institution newline(Mihailidis.2012). There is a close association between Media and Civic awareness of people (Lee newlineJ.Y. et al.2023). Media plays the role of a game changer by educating and informing its citizen. newlineMedia may manage to do something which governments and courts could not. It would seem that newlineenforcing good behaviour is now part and parcel of the job of Media Mangers. During Covid-19 newlinePandemic, Media acted like a global school teacher who enforces good behaviour on wayward newlinechildren. The best part is that, people are accepting such disciplining (Rajivlochan.2021). The newlinegovernment bodies and Non-government organisations actively reach out to people through Public newlineService Advertising in order to create civic awareness among them. It is observed that Civic newlineawareness empowers the people to become active citizens. It brings out positive change in them newlineresulting in better society and better environment around us. Media p