Media Consumption Patterns of Indian Youth

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

Media Consumption Patterns of Indian Youth

Prerequisite Conceptual Understanding

Prerequisite Conceptual Understanding (PCU) material is the background material that would aid immensely in mapping the decision areas of this caselet and  bring a synthesis amongst the relevant concepts. The participants/students should be encouraged to read this material to benefit from the broader perspectives outlined in the caselet.

• • Richard I. Levin and David S. Rubin, “Chapter 11: Chi-Square and Analysis of Variance”, Statistics for Management, 7^th Edition, Pearson Education, 2008

Synopsis

This caselet enables an understanding of the application of Chi-square Analysis. Akhila Vasan in her working paper titled, Films and TV: Viewing patterns and influence on behaviours of college students, presented findings from a study about the influence of the media on youth. Based on the report, this caselet provides a brief about  media preferences of the Indian youth and the influence of media (Movies and Television) on selected behavior and gender attitude. The report also cites certain similarities and dissimilarities among the gender preferences. The caselet enables a discussion on whether the media preference or consumption pattern changes depending on the gender.

Pedagogical Objectives

• • To introduce chi-square analysis and its use in statistical inferences
• • To use chi-square distribution to check whether two classifications of the same data are independent of each other

Assignment Question

• I. Analyze whether the gender difference changes the media preferences.

Teaching Plan

The Teaching Note follows a defined Teaching Plan [Annexure (TN)-I], which guides in conducting the classroom discussion...........................

Exhibit

Exhibit (TN)-I: Computation of Expected Frequencies and Chi-square Value

Annexure

Annexure (TN)-I: Teaching Plan