MEDIA INFLUENCE ON EMOTIONAL DISTRESS DURING COVID-19 IN PAKISTAN

Abstract

At the onset of the COVID-19 pandemic, mass media played a crucial role in spreading awareness about preventive behaviors. However, it also became a major source of misinformation and rumors, contributing to public anxiety and emotional distress. This qualitative study investigates the impact of media on emotional well-being during COVID-19 in Pakistan. Data was collected through semi-structured interviews with four adults from different cities, selected via purposive sampling. Thematic analysis revealed that while social media was effective in promoting awareness and self-protective behaviors, it also facilitated the rapid spread of false information, leading to confusion, fear, and distress. Participants reported difficulty identifying trustworthy sources of COVID-19 information. The study recommends that the government implement media-based health interventions, remove misleading content, and involve medical and psychological experts in public broadcasts. Establishing official social media channels for accurate information dissemination is also advised to support public mental health during health crises.