The Impact of Values-Oriented Jingles on Brand Recalling in Pakistan

The port city Gwadar is currently Pakistan's developing city, where not only national but also international projects are being held. In spite of it people of Gwadar, mainly women in this modern and technological era have less or are not media literate. This quantitative research study is held to examine the level of media literacy, opportunities for women to make them media literate, challenges, and also to examine women empowerment in the city of Gwadar. Approximately 100 surveys were filled from the population of the city. The Social Cognitive Theory was used as a theoretical framework. The result of the study revealed that women residing in Gwadar face many challenges while gaining media literacy skills because of the lack of technology there, and the lack of opportunities most of the women are unaware of training centers that give media literacy skills. Apart from this because of technological and internet issues in the city, people don't have access to online training centers also.