Assessing the Media Literacy amongst the Students of University of Swat

This research assesses the level of media literacy among the students studying at the University of Swat because understanding media messages is important in this era of advanced communication and swift media. This research collects data through a questionnaire randomly from 210 students, where the response rate remained 94 percent as 117 respondents were and 89 respondents were female from the University of Swat. The finding of the study suggest that students have moderate ability to analyze media messages but less proficient in understanding how media produce messages and also, they do not have the ability to analyze, and evaluate media monopolies and their tricks.