This document summarizes a study on the media habits of rural and urban youth in Tamil Nadu, India. Key findings include: 1) Both rural and urban youth spend most of their free time watching TV or listening to music, though urban youth also engage more with movies, serials, and reality shows. 2) While most youth sometimes watch movies, rural youth prefer watching movies on TV rather than theaters due to economic factors. 3) Urban youth are more involved in fan clubs and more familiar with concepts like film censorship boards, while rural youth admire celebrities' portrayals without necessarily imitating them. 4) The majority of both rural and urban youth agree that media influences individuals' character and

1. MEDIA HABITS OF YOUTH IN RURAL AREA

2. • In Tamil Nadu the youth constitute a sizeable portion of its
population.
• As many of us know that our current media influences more no.
of youth than others.
• Our research includes in finding the real facts and truth about
the media habits of youth in rural in particular.

3. RATIONALE OF THE STUDY
• Through this research we want to find out the difference in the media habit
of youth in rural as well as urban areas.
• Generally there is thinking, that urban youth are more trendy and
modernised because of the influence of media.
• Through this research we want to find out what causes this difference.
• And more over our area of finding is about the media (cinema) in particular.
• To ascertain weather there is a gap between the youth from the rural and
urban.

4. OBJECTIVE OF THE STUDY
• To find out the difference in the media habit of rural youth from
the urban.
• To ascertain what causes the difference.

5. HYPOTHESES
• Rural youth's understanding of media is influenced by their social cultural
background.
• Rural youth can be easily influenced by the media than urban youth.
• Media determines the trends and life style of the youth from rural area.
• Media do creates an artificial image of the society in the lives of rural youth.
• Rural youth makes a lot of compromises regarding their media habits due
to their economic factor.

6. METHODOLOGY
• We have used the questioners method to analyze the sample.
• The 50 samples are from different places in Tamilnadu.
• we have used
– Ordinal scale
– Interval scale
– Nominal scale
– ratio scale
– the two types of attitudinal scale
• Likert scale
• Thurstone scale

7. DATA ANALYSIS

8. BOTH RURAL AND URBAN YOUTH SPEND MOST OF THEIR TIME IN
WATCHING TV OR BY LISTENING TO SONGS
Village youths
City youths
Total youth
Watching TV
10
24
34
Listening to songs
16
9
26
% 0f Time spent by youth on their free
time
city youths
village youths
38
Watching movies
2
6
8
listening to songs
62
Playing games
3
5
8
Social networking’s
1
1
2
Watching serials
1
13
14
Watching reality shows
1
7
8
71
watching TV
29

9. ONLY SOMETIMES YOUTH WATCHES THE MOVIES
Village youths
City youths
Total youths
Time spent on watching movie
Village youth
Always
5
8
City youth
13
71
Sometimes
8
12
Regularly
5
2
7
62
20
38
71
60
40
29
Rare
5
2
1
2
29
33
7
often
67
3
Always
Sometimes
Regularly
Rare
often

10. THE YOUTH PREFER TO WATCH MOVIE IN TELEVISION THAN IN ANY
OTHER MEDIUM
MEDIUMS USED TO WATCH
MOVIE
Village youths
Television
City youths
Total youths
80
70
9
12
21
60
DVD
Theatre
6
3
9
40
11
6
11
Personal
Computer
50
30
20
9
5
9
10
0
Television
DVD
Village youths
Theatre
City youths
Personal Computer

11. MAJORITY OF YOUTH DON’T SPEND MORE MONEY IN BUYING OR
BORROWING THE DVD
habit of buying or borrowing DVD
Village
City youths
Total youths
No
youths
Yes
13
9
23
No
11
16
27
Yes
0
10
20
30
40
50
60
Yes
No
City youths
39
59
Village youths
57
41
70

12. THE YOUTH WATCHES THE MOVIE FOR THE STORY
Village youths
City youths
Total youths
Story
9
11
20
Script
4
3
7
Basis on what youth watch the
film
80
70
60
Screenplay
4
2
6
Sex
0
0
0
Songs
5
6
11
Acting
1
2
3
others
2
1
50
40
30
20
10
3
0
Village youths
City youths

13. THE YOUTH WATCHES THE FILM DAILY, TWICE A DAY OR EVEN
WEEKLY.
Village
City youths Total youths
youths
Frequency of watching the movie
100
90
80
Daily
9
5
14
70
60
Twice a day
8
6
14
50
40
Weekly
6
8
14
30
20
10
monthly
1
7
8
0
Daily
Twice a day
Village youths
Weekly
City youths
monthly

14. BOTH THE RURAL AND URBAN YOUTH PREFER TO WATCH THE
MOVIE WITH THEIR FRIENDS.
Village
youths
Youth’s accompaniment while
watching the movie
Total
youths
Friends
City
youths
15
14
29
Village youths
City youths
70
60
50
Family
6
10
16
40
30
lovers
3
2
5
20
10
0
Friends
Family
lovers

15. URBAN YOUTH PREFER MULTI COMPLEX THEATRE AND THE URBAN YOUTH
PREFER MORE AMOUNT OF MODERATE THEATRE.
PREFERENCE IN CHOOSING THEATRES
Village
City
Total
80
youths
youths
youths
70
Standard
theatre
3
Moderate
theatre
10
Multi
complex
theatre
10
13
60
50
6
16
40
30
20
7
14
21
10
0
Standard theatre
Moderate theatre
Village youths
City youths
Multi complex theatre

16. CITY YOUTHS ARE MORE INVOLVED IN THE FAN CLUB THAN
THE RURAL YOUTHS.
Village
City
Y O U T H ’ S I N VO LV E ME NT I N FA N C L U B
Total
Village youths
City youths
70
youths youths youths
60
Yes
3
8
21
50
40
30
No
11
18
29
20
10
0
Yes
No

17. MAJORITY OF THE URBAN YOUTH ARE FAMILIARISED WITH THE TERM
CENSOR BOARD THAN THE RURAL YOUTH.
Village
City
Total
Knowledge about the censor board
56
youths youths youths
54
52
Yes
17
20
37
50
48
No
7
6
13
46
44
42
yes
no
Village youths
City youths

18. THE MAJORITY OF THE RURAL AND URBAN YOUTH AGREES THAT THEY CHARACTER
AND THE ATTITUDE OF AN INDIVIDUAL IS DETERMINED BY THE MEDIA
Youth’s opinion on the
determination of media
Village youths
City youths
Total youths
Strongly Agree
3
7
7
Agree
11
9
20
Disagree
Don’t know
4
8
12
Don’t know
Disagree
6
3
9
Agree
Strongly Agree
0
2
2
Strongly Agree
Strongly Agree
0
20
40
City youths
60
Village youths
80
100
120

19. OTHER KEY FINDINGS
• Rural youth percentage of consumption of electronic medium is less
comparing with the urban
• Rural youth don’t spend more money on downloading movies or
buying DVD’s
• Media consumption among youth seems very high
• Comparing to rural youth the urban youth spends more time and
money on media
• The rural youth has an great respect towards the celebrities and
characters in the media

20. OTHER KEY FINDINGS
• The urban youth don’t show much interest in being a part of any fan
clubs whereas some take part. But most of the urban youth is a part of
some fan club
• The urban youth show much interest in imitating the celebrities but
the rural youth becomes a personality like themselves
• The rural youth have an inferior complex by comparing themselves
with the celebrities.
• City youths get more pocket money comparing to the urban youth.
• The projection of characters in the media highly accepted by the rural
youth

21. LIMITATIONS
• We found very difficult in getting the exact answer from
everyone becomes many of these questions from this questioner
involves personal and psychological details which reveals their
true nature.
• And more over meeting the youth from different places and
asking question was quite hard.
• Differentiating the youth from rural youth, urban youth and
migrated youth from (rural to urban) was quite difficult.

22. CONCLUSION
• Before starting this research we taught that the media habits of rural and
urban youth differs with a huge number difference.
• But after this research we came to know that they differ only in some area.
• Rural youth are easily influenced by the media.
• The trend and life style of urban youth is determined by the media.
• Rural youth really makes a lot of compromises regarding their media habit
due to their economic and social factors.

23. Thank you