MEDIA’S INFLUENCE ON FINANCIAL LITERACY AND ECONOMIC ASPIRATIONS FOR VIKSIT BHARAT

Abstract [English]

In the pursuit of Viksit Bharat @2047, financial literacy and economic empowerment are two important pillars that have come to be considered sensible accompaniments toward inclusive and sustained development. This paper attempts to trace the significant role the media play in creating financial awareness and economic aspirations amongst Indian citizens. Through examples drawn from both traditional and digital platforms, this study will try to illustrate how media acts as a conduit for financial knowledge dissemination and entrepreneurial values leading to upward mobility among youth and underserved communities. Financial influencers rise͏, government awareness campaigns, stories related to startup culture have been critically analysed here for their role in forming public perception and behaviour.
This paper justifies strategic collaboration in setting media within the broader framework of development communication- among policymakers, educators, and media practitioners to realize transformational change through media. Through the lens of gender-inclusive narratives and regional content reflecting India’s socio-economic diversity, media gets to play a meaningful function. The paper also addresses key challenges: the digital divide, misinformation, and regulatory oversight of financial content. The findings point to the absolute need for media reforms and capacity-building to ensure that India’s journey towards becoming a developed nation is inclusive, equitable, and knowledge-driven. Media houses, therefore, must serve as active participants in shaping this visionn; they should not act as mere bystanders or passive mirrors reflecting society’s economic ambitions.