A Study of Analyzing Level of Media Literacy among Youths in India

Authors

  • Dr. Tarika Nandedkar  Assistant Professor, Mathematics and Statistics, IBMR IPS Academy, Indore, Madhya Pradesh, India
  • Dr. Amit Kumar  Assistant Professor, Marketing, IBMR IPS Academy, Indore, Madhya Pradesh, India

DOI:

https://doi.org//10.32628/IJSRSET196138

Keywords:

Media Literacy, Social Media, Media Channels, Digital Marketing

Abstract

Digital media has become a prominent source of information other than entertainment and technology has given easy and uninterrupted access to youths. These two phenomenon are the center point of this research. Are youths ready to handle such information? Do they understand the real means of messages? Are they really capable to read between the line of the media messages? Such questions form the basis of current study. Media literacy plays an important role in understanding how much youths of todays’ are media literate. Media literacy is an ability to understand ‘What messages are revealing? Who created the message? What is the purpose of the message? The current research examined 490 youths of various age groups and various academic background with the help of ‘Cognitive Media Literacy Model’ introduced by W. James Potter. The elements of model are used to make judgment on respondents and to examine how they are competent to process information getting from various media sources. Further, gender & age impact on media literacy is also observed with the help of ‘T-test and One Way ANOVA’.

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International Journal of Scientific Research in Science, Engineering and Technology

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Published

2019-01-30

Issue

Volume 6, Issue 1, January-February-2019

Section

Research Articles

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How to Cite

[1]
Dr. Tarika Nandedkar, Dr. Amit Kumar, " A Study of Analyzing Level of Media Literacy among Youths in India, International Journal of Scientific Research in Science, Engineering and Technology(IJSRSET), Print ISSN : 2395-1990, Online ISSN : 2394-4099, Volume 6, Issue 1, pp.136-143, January-February-2019. Available at doi : https://doi.org/10.32628/IJSRSET196138