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

Authors(2) :-Dr. Tarika Nandedkar, Dr. Amit Kumar

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’.

Authors and Affiliations

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

Media Literacy, Social Media, Media Channels, Digital Marketing

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Publication Details

Published in : Volume 6 | Issue 1 | January-February 2019
Date of Publication : 2019-01-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 136-143
Manuscript Number : IJSRSET196138
Publisher : Technoscience Academy

Print ISSN : 2395-1990, Online ISSN : 2394-4099

Cite This Article :

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
Journal URL : http://ijsrset.com/IJSRSET196138

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