The Role of Mass Media and its Impact on Creating Businesses in Afghanistan

Abstract

The present study was conducted with the aim of examining the impact of mass media on business creation in Afghanistan. It is applied in terms of purpose and quantitative in terms of the nature of the data, and the method of collecting field data is using a standard questionnaire tool. The statistical population of the present study consists of university professors, undergraduate and master's degree students, and mass media employees in Afghanistan. Therefore, the size of its statistical population was chosen to be unlimited and the size of its statistical sample was chosen to be (65 people); Therefore, its sampling method is stratified random, this sample size includes (17) students in business management and communications with bachelor's degrees, and (48) professors from Afghan universities and students with master's and doctoral degrees. SPSS software was used to analyze demographic data and questionnaire variables. The t-test was used to verify the normality of the data, Cronbach's alpha was used to prove the reliability of the research, and the Friedman test was used to rank and determine the level of significance between the media. The findings of this study are that mass media has played a fundamental and effective role in creating businesses in Afghanistan. Among these, visual mass media (television) has had the greatest impact on creating businesses in Afghanistan. The second most influential medium on business creation was the audio media (radio); And finally, the third most influential medium in creating businesses in Afghanistan is the written media (magazines).