Media Consumption Patterns of Indian Youth
Many researches have been conducted towards exploring the influence of media on the attitude and behavior of youth in India; media use patterns among the youth in terms of their media preferences. According to a survey on needs of the youth undertaken in six states of India in 2006-2007, substantial proportions of youth were exposed to the media.
Akhila Vasan in her working paper titled, Films and TV: Viewing patterns and influence on behaviours of college students,2 presented findings from a study intended to address what is known about the influence of the media on the youth. Specifically, the author did a study on media exposure patterns among the youth, quantum and context of exposure to movies and TV, categories preferred, interpretation of media (film) content and the influence on selected behavior and gender attitude. This report focused on the media use patterns of male and female college students, their interpretation of film portrayals and self-reported changes in their attitude and behavior that they attribute to media (movies and TV), peer and family influences.
As per the report, a significant difference was witnessed in the preference of film and TV; youth in general enjoyed romantic movies while movies portraying violence and sexy scenes were preferred by young men; movies with family themes were preferred by young women...................
Exhibit
Exhibit I: Percentage of Respondents by Preference for Mainstream Movies and TV