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| A Study on Utilization Pattern of Mass Media Tools and Their Impact on Degree College Students | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Paper Id :
16815 Submission Date :
2022-10-16 Acceptance Date :
2022-10-22 Publication Date :
2022-10-25
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| Abstract |
This study was carried out during 2022 in Janta Vedic College, Baraut (Baghpat) to know utilization pattern of mass media tools and their impact on degree college students. The data was collected from 100 students with the help of pre structured interview schedule. Collected data was tabulated and analyzed by using statistical techniques like frequency, percentage and ranking. It was found that 58% respondents belongs to the age group 16 to 20 years, 64% of the respondents were males and 36% females, 85% respondents were belonging to rural areas and 88% belongs to Hindu religion, 97% respondents were unmarried and 55% were studying in undergraduate and 45% were studying in postgraduate. The most of the respondents 71% were spending their leisure time in studying. 100% of the respondents were having smartphone and 61% of the respondents were staying on day scholar. The respondents parents 63% were having annual income of up to 1 lakh. The respondents parents 25% were having education high school level and have 60% respondents father were engaged in agriculture, while the maximum of respondents mothers 40% were illiterate and 97% were housewives. Maximum 61% of the respondents indicated that mass media tools have a positive & negative (Both) impact on them.
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| Keywords | Communication, Technology, Mass Media Tools. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Introduction |
Mass media can be defined as a technology which is intended to communicate or research a mass audience. It is the primary means of communication used to teach the vast majority of the general public. The word “media” is derived from the word medium signifying mode or carrier. The word was first used in respected of books and newspaper that is print media but with the advent of technology, media now encompasses television, movies, radio and internet. The general public typically relies on the mass media to provide information regarding political issues, social issues, entertainment and news. Mass media are a powerful influence in the present era. Starting from book to internet. It had a catalytic action to the wide population. Today the internet is the most relevant from of mass media tools and its become a major tools news outlets especially to the young generation. In today advanced world, where everything is change at lighting speed, mass media plays an important role, with that being said, education is also advancing day by day. It isn't confined to the four walls of a classroom anymore. Mass media is responsible for this development to an extent. They are our main sources of news and entertainment.
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| Objective of study | 1. To study the demographic profile of the degree college students.
2. To examine the impact of mass media tools on the degree college students. |
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| Review of Literature | In order to reach the information, especially the mass media and the internet began to be considered as a part of the social structure. Although there are negative aspects to reach the target group, these tools are very important to spread the information for the community. They are easy and cheap, making the possibility of access to information for different targets, the various obstacles and limitations due to the features such as the disposal of a resources that emphasize the dissemination of the information. ( Arklan and Tasdemir 2008) In present era of globalization, majority of youth in the society depends on information and communication to remain connected with the world and do our daily activities like work, entertainment, health care, education, socialization, travelling and anything else that we have to do. Mass media and print media and its usage play an important role for development of rural education. Various forms of mass media tools such as ( television, radio, magazine, newspaper, bulletin, leaflets etc.) can be used for the development of rural education. Some of different types of mass media ; Print media - The oldest form of mass media is the print media include newspaper, magazine, booklet, leaflets and pamphlets. Al through it is said that the electronic or new media have replaced the print media, there exists a majority of guidance who prefer the print media for various communication purpose, public seeking and event organizing can also be considered as a form of mass media. Electronic media - Form many people, it is impossible to imagine a life without their television sets, be it is the daily news does or even the soap operas. They may include Television, Radio, Internet, DVD as well as the new electronic gadgets. Today cinema, radio, television, video computer, internet and CD tools have brought new dimension to education, especially in rural areas and public education efforts have been attempted to use them effectively. Internet is also the example of electronic media and it spread the information widely all over the world. New media/ Social media - With the advent of new technologies like internet we are now enjoying the benefits of high technology mass media which is not only faster than the old school mass media, but also has a wide spread range. Smartphones, computers and internet are often referred to as new media. Internet had opened up several new opportunities for mass communication which include e-mail, websites, internet and many other mass media which are booming today. Social media refers to the internet based digital tools for sharing and discussing information among people. It refers to the user generated information, opinion, video, audio and multimedia that is shared and discussed over digital networks. The examples of social media networks or platforms include Facebook (and its associated Facebook messenger) YouTube, WeChat, Instagram, Twitter, Telegram, WhatsApp, Snapchat, LinkedIn, LINE, Pinterest, VK, Reedit and more. It includes social networks that is software that allow people, groups and companies to share information. Aspects of social media that makes them an important and accessible tool in development communication are their easy access through mobile phones and other electronic devices such as laptop, desktop computer etc.
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| Main Text |
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| Methodology | Present study was conducted in Janta Vedic College, Baraut (Baghpat) Uttar Pradesh. The study consists of degree college students of U.G. and P.G. of different faculty in the college. In Janta Vedic College are three faculty Art, Science and Agriculture was selected purposively. Thus the total sample was of 100 respondents for the investigation. 25 respondents are B.Sc.(Ag.) and 25 respondents are M.Sc. (Ag.) and 15 respondents B.A., 10 respondents M.A. and 15 respondents B.Sc. and 10 respondents are M.Sc. science was selected randomly. The variables have been selected according to the objectives for the study and have been categorized in to two categories i.e. Independent and Dependent variables. According to objective an interview schedule was prepared for data collection and the light of the objectives. Appropriate statistical tools and techniques like percentage and ranking will be used for the analysis of data.
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| Sampling |
Thus the total sample was of 100 respondents for the investigation. 25 respondents are B.Sc.(Ag.) and 25 respondents are M.Sc. (Ag.) and 15 respondents B.A., 10 respondents M.A. and 15 respondents B.Sc. and 10 respondents are M.Sc. science was selected randomly.
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| Tools Used | Appropriate statistical tools and techniques like percentage and ranking will be used for the analysis of data. |
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| Statistics Used in the Study | Appropriate statistical tools and techniques like percentage and ranking will be used for the analysis of data. |
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| Analysis |
The variables have been selected according to the objectives for the study and have been categorized in to two categories i.e. Independent and Dependent variables.
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| Result and Discussion |
To study the demographic profile of the degree college
students. The respondents were categorized based on the selected
profile characters I.e. age, gender, marital status, religion, education level,
way of spending leisure time, devices possessed, education level of parents,
occupation of parents and income of parents were studied. Table 1 Distribution of respondents according to
independent variable.
The data presented in table 1, showed that the majority
of (58%) respondents were belonging to age group 16 to 20 years, that 64% of
the respondents whose utilizing mass media tools were male and remaining 36%
respondents were female. This indicates that male respondents were having more
time for using mass media tools and interested as compared to female
respondents. That the majority 85% of the respondents were born in rural
places. The most if the respondents 88% were belonging to Hindu religion. That
majority of the respondents 97% were unmarried. It may be concluded that the
majority of respondents were belonging to the age group of 16 to 20 years and
engaged in pursuing higher education for uplifting their standard of living.
The data presented in table that majority 55% of the respondents studying in
undergraduate and 45% of the respondents in postgraduate ( Master’s degree).
71% respondents were spending their leisure time in studying. It was rank 1st .
100% respondents were having smartphones. Table shows the data regarding
education of respondents parents, revealed that 25% father of the respondents
were having education high school level. In case of the mother of the
respondents education 40% were having illiterate. The data presented in table,
obvious that majority 60% fathers of the respondents occupation were
Agriculture. It is also indicated that most of the respondents mothers 97% were
housewives. That the majority of respondents parents 63% were having the annual
income of up to 1 lakh. Impact of mass media tools on the degree college
students. Mass media tools have both positive and negative impacts
on the user depending on how they manage, utilize and how much time they spend
on it. The students of the degree college students are discussed in given
table; Table 2 Distribution of respondents according to
their views regarding mass Media tools.
The data regarding impact of mass media tools on degree
college students presented in table 2, revealed that 61% of the respondents
reported both (positive, negative) impact of mass media tools, while 32% of the
respondents were reported positive impact of mass media tools. There were only
7% respondents were reported negative impact of mass media tools. It may be concluded that most of the respondents obtain
information for their studies and research work as well as other related
aspects from mass media tools hence there have a positive & negative impact
on them. |
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| Conclusion |
The study was conducted in Janta Vedic College, Baraut Baghpat district of western U.P., India. Majority of the respondents belong to the age group 16 to 20 years (58%). It also shows that these respondents were mostly males (64%) and they were the ones who were married with only 3% and majority were unmarried 97%. Most of the respondents 85% were born in rural places and belongs to the Hindu religion 88%. The respondents also were U. G. students majority of them which is 55% and P.G. students (45%). The maximum of the respondents 71% spent their leisure time in studying. The result indicated that majority I.e. 100% of the students possesses smart phones. The result indicates that maximum 25% of the respondents fathers have education up to high school level while majority 40% of the mothers have illiterate. It was also observed that 60% of the fathers were mostly involved in agricultural occupation and maximum 97% of the mothers were housewives. It was observed that majority 63% of the degree college student’s parents have an annual income of up to 1 lakh. Majority of them 61% respondents were saying that the mass media tools have positive and negative impact, which influence the students. |
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