Dhanalakshmi Radha and Karamthodi Jisha-The impact of different media on its audience, with reference to Combatore


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Dhanalakshmi Radha and Karamthodi Jisha-The impact of different media on its audience, with reference to Combatore

  1. 1. G. Radha, Head & Assistant Professor & Jisha.K, Research Scholar
  2. 2. Introduction The media and its use have brought immense change in the lifestyle of youngsters. The influence is evident in their dress habits, behavior, thoughts, values and food habits which finally results in a change in their culture.
  3. 3. Y Coimbatore??? The city is a multicultural society with large Tamil speaking community. As the city shares its boundary with Kerala and Karnataka, a large number of Kerlaites and Kannada speaking people are also present. Apart from those, many other people like Badagas, Rajasthanis and Gujaratis are also found in large number. The city shares a multi-cultural platform because of the varied inhabitants.
  4. 4. Scope of the study Media plays a very important role in building a society. Media has changed the societies of world so much that we can't ignore its importance. When it comes to youngsters, they are the future citizens who have to carry the values and traditions to the upcoming generations.
  5. 5. Sample & Methodology 25 respondents in the age group of 18-25. randomly selected using convenience sampling technique.  Intensive interview was carried out by the researchers.
  6. 6. RESEARCH QUESTIONS Does media has an impact on the youngsters? Does media has an impact on youngsters when it comes to culture? Does media has an impact on youngsters when it comes to lifestyle, food habits and dress habits? Out of the three media, Television, Internet and Mobile Phones, which one is being, used the most by the youngsters?
  7. 7. Findings The study revealed that the priority of media usage was in the order of mobile phone followed by Internet and Television. Most of the respondents agreed that they spend their time on texting in a span of 1 to 8 hours. When it comes to following values and traditions of their ancestors, the respondents agreed that they have less priority in adapting them. Some of them told they go to pub/discotheques/night clubs.
  8. 8. Leisure time activities are partying, listening to music and watching movies with their friends. Food habits: fast food establishments like Pizza Hut/Dominos/KFC. Dress Habits: From traditional dhavani/Saris to tight jeans and tops. Get influenced by the celebrities in terms of their dressings and attitude.
  9. 9. ROLE OF MEDIA IN INTER-PERSONAL RELATIONSHIPS In an article published in India Today.in, dated July 12, 2009, it was said that marriages are made on TV. A short clip of the bride will be aired on TV and the bride is invited to the studio to talk about what she expected from her life partner. The video will give a complete picture about the bride and people consider it to be more informative than a newspaper advertisement. So Media has changed the traditional form of finding bride/groom by parents, aunties, uncles or relatives. Just by participating in the program, anybody can find out their life partners.
  10. 10. Today’s youngsters have their own accounts in websites like Shaadi.com, Bharatmatrimony and many other matrimony sites. Traditional custom of “Swayamvara” has been revived in the form of selecting the partners from matrimonial sites as well as from Social networking sites.
  11. 11. Conclusion All subcultures- indulging in Discotheques/Night Clubs, Pub culture etc., what we have might become a dominant culture in the near future.
  12. 12. THANK YOU