The Role of Media in the Empowerment of Household Economy
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Abstract
Abstract
In Afghanistan, many families face challenges like financial exclusion and limited access to formal education. In this situation, the media has become a powerful tool to support families in improving their economic lives. This study examines how the media contributes to strengthening household economies by teaching individuals how to manage their finances, start small businesses, and increase their income, particularly in Jalalabad city. A qualitative research design was employed, utilizing in-depth interviews with 10 university professors from the Journalism and Economics Faculties at Nangarhar University. The findings indicate that media platforms—particularly social media, radio, and television are viewed by experts as key channels in delivering financial knowledge. Educational campaigns were found to be the most helpful type of content, followed by advice programs and promotional messages. Experts also noted that media messages are more effective when they use local languages and examples that people can relate to, particularly in rural areas. The study shows that media not only fills the gap where financial education is missing, but also helps families, especially women and young people, make better economic decisions. These results are useful for media creators, NGOs, educators, and government agencies. By using media in the right way, they can support families to become more financially stable and independent. Future studies are encouraged to explore the media’s influence across rural and urban settings, gender perspectives, and its role in shaping consumer behavior.
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