IMPACT OF MASS MEDIA ON COLLEGE GIRLS AND

WORKING WOMEN - A SOCIOLOGICAL STUDY

PRESENTED BY
R. MOHAN PRIYA
(REG NO. 23917061004)
M.A WOMEN’S STUDIES & MANAGEMENT
Introduction:

 Media is a broad term that emerged in the later part of the 20th century to incorporate the amalgamation of
traditional media such as New papers and Magazines, Radio, Television, films etc. with the interactive power
of computer and communication technology, computer-enabled consumer devices and most importantly the
Internet.
There are many possibilities related to the term. For example, media holds out a possibility of on-demand
access to content anytime, anywhere, on any digital device, as well as interactive user feedback, creative
participation and community formation around the media content.
Another important possibility of media is the “democratization” of the creation, publishing, distribution
and consumption of media content. Media is distinguished from traditional media by the digitizing of content.
There is also a dynamic aspect of content production which can be done in real time.
Now-a-days Media has revolutionized the nature and pace of human interaction across the world, which is
increasingly assuring the systems of a “Global Village”. The new media such as Internet, Computer, Cell
Phones, Social networking, Skype, Blogs, and Video Conferencing are bringing noticeable changes in Indian
Society.
The whole world is passing through a period of ―Information Explosion. This is the age of information.
The electronic media, particularly satellite channels have completely changed the media scenario.
All information has now been reaching to every home in any remote area. This has not only changed the
psychology of people but also changed their approach and life style in offices as well as in homes.
 Women and Mass Media
The ongoing communication revolution has opened up possibilities of accelerating development especially
for the up liftment of women and children. But if it remains uncontrolled and unguided, this revolution will have
adverse effect on the life of women.
Women are basically seen as performing a decorative function and being marginal to national growth and
development. Their primary place is seen as being with in the home and this value is reflected in the content and
setting of most of the television programmes.
The plural nature of Indian culture and diverse role that woman play is neither acknowledge nor
communicated. When we speak of the image society projects of its women, we have in mind its ideal of woman
hood or the position of women of the institution, of the role of women or the vision of poets, artists and prophets
relating to women (Shrivastva, 1992).
In such a situation mass media are extremely important in stimulating a sense of involvement, which is
essential for development. Mass media create empathetic spirit, widens people‘s horizon and conducive climate for
change.
The space between women and media not only withdraws the women of their right to information and
knowledge but also keeps the women in the dark regarding the unconcealed misuse of the female and the
misrepresentation of the truth. Although the images of women as reflected by the different mass media in the
country are not very different, it will be an interesting exercise to study how these images feed and reinforce the
stereotypes.
The alteration of realities by the media has increased the gap of understanding between the different sections
of society.
REVIEW OF LITERATURE

The secondary literature plays substantial role in gaining the knowledge and research in progress at different parts of
the world. It provides the growth and development of the subject discipline over a period of time. It also helps to
give theoretical background to research topic. Hence, as discussed in the methodology, the present research work
was begun with literature survey that is secondary literature published in research journals, books, abstracts;
conference proceedings, etc. are searched, so as to collect the information in the relevant research study. The review
of literature is made in the chapter, so as to know the research in progress and to find out the research gap in the
relevant research Following are few reviews:
Prasad (2005) in his book “Media and Social Life in India”, describedthe world of technological modernization,
mass media, which includes electronic and print media, is deeply embedded in the society.
According to Chakravarty (2007) in her book “Media and Women’s Development” stated that, women are
slowly emerging out of their centuriesold darkness, shaking off their shakels of tradition and are increasingly raising
their voice to demand their rightful place in the society and their due from it.
Rathod (2009) writes a book entitled “Women and Development” anda section ‗Role of Media in Women
Development‘ described the role of media such as radio and television in the development of women
Dadhe (2013)published on“Social Media: A NewMarketingExemplar” in “Global Research Analysis.
Technology and the boom of the internet have encouraged people to connect with each other, share information and
build relationships and the social web has presented a new form of communication through social media which
allow people to interact and converse with each other.
Metthodology:
The present study was designed to know the “Impact of Mass Media on Women- A Sociological study”. This chapter
describes the methodology adopted for the study. Methodology consists of obtaining information through practical
observation which makes the study more scientific and realistic.This chapter deals with the description of the
procedure followed for carrying out the study.
Importance of the study
Mass media changed and transformed women‘s life by giving awareness about their rights and privileges in the
society. On the other hand, the media is being misused by many persons, as reported in newspapers and other media.
In this way, the mass media have both advantages and disadvantages. It is essential to know about the extent of
usefulness of different media to the women. In this regard, the present study is proved as significant to assess the
impact of mass media on women.
Objectives of the study
To analyze the importance given by women to use different types of mass media.
To look into the interests of women in different aspects and programs of these media.
To study the influence of mass media in different aspects such as empowerment, occupations, entertainment,etc. on
women in Tirupathi (Urban)
To know, whether the mass media has changed the life style of women in college going and working women.
To find out the advantages, disadvantages/merits and demerits of different mass media to the women.
Locale of the study
The study present study was carried over in SVU egg. women’s hostel, SVU arts block hostel & SVU working
women’s hostel to know the impact of mass media on various age groups of women stating from 18 to 55 years.
3.4 Sampling Procedure
A simple random sampling technique and purposive method was adopted in the selection of respondents. A total of
100 college-going and working women constituted the sample for the present study.
3.5 Development of Interview schedule
An interview schedule was prepared carefully to collect the information from the respondents. The items in
information schedule were worded in the simplest possible way to avoid confusion and misunderstanding.
3.6 Data collection
The study is having mixed methods of research combining both qualitative and quantitative methods of research for
the purpose of understanding the study.
The data for the present study was collected by using Interview Schedule. The data was collected from 20th January
to 20th March 2018. The purpose of the study was explained to the college going and working women. After
instituting good understanding the investigator collected data from the respondents.
The schedule focused mainly on the following areas
Socio-Economic status of the women
Impact of Mass Media on women
Advantages and disadvantages of mass media impact on women.
3.7 Statistical tools used for analysis of data
The collected data were quantified, categorized and tabulated. Analysis was carried out by using appropriate
statistical tools viz., percentages. The tables were interpreted in detail and also represented in graphs
Major Findings

•Majority (60%) of the respondents belongs to age group of 18 to 25 years

•More than two fifth (41%) of the respondent were under graduates.
•Majority (79%) of the respondents were belongs to Hindu community
•Majority (85%) of the respondents were from nuclear family.
•Two fifth (40%) of the respondents have Newspaper/magazine in their hours
•Nearly one third (31%) of the respondents monthly income is less thenRs.5000.
•More than One third (34%) of the respondents regularly read the newspaper/magazine.
•More than half (53%) of the respondent were interested in entertainment, cinema, stories, etc.
•Two fifth (40%)of the respondents said news papers educates women and update knowledge of the respondent.
•More than one third (36%) of the respondents listen to93.5 red fm.
•Nearly one third (32%) of the respondents listen to entrainment, cinema songs, jokes, drama, etc. on radio.
•Nearly one third (31%) of the respondents increase knowledge on occupation, employment, etc.
•More than one third (36%) of the respondents watches television up to 1-2 hours per day
•More than one third (35%) of the respondents said since life time they were watching television.
•Nearly two fifth (39%) of the respondents interested to watches movies/ songs/serial in the television.
•More than one third (34%) of the respondents purpose of watching television programs is entertainment.
•Nearly one third (31%) of the respondents said Increase in Education and Knowledge is made by television programs.
•Nearly one fourth (28%) of the respondents got the benefit from TV Programs is Increased Education and Knowledge.
•More than one fifth (41%) of the respondents do agreed that Television has degraded the status of women by
representing them indecently in the commercial advertisements and programs.
•More than one third (36%) of the respondents agreed that women got self-sufficiency, equality and indecent
status due to the impact of television.
•More than one third (37%) of the respondents said exaggeration of crimes increased is the main effect of
television on gender based violence.
•More the none fourth(26%) 0f respondents operates computer CD/DVD, player multimedia/software of using
Information and Communication Technology (ICT) Applications
•Nearly half (46%) of the respondents were good in using and searching internet
•One third (33%) of the respondents daily use internet and related applications.
•More than two fifth (42%) of the respondents access internet in their own mobile phone.
•Nearly one third (34%) of the respondent regularly use applications of internet like social networking.
•Nearly one third (32%) of the respondents were the members of Social Networking Website-face book.
•Nearly one tired (32%) of the respondents said helps to gain knowledge on different areas is the advantage of
Social Networking Sites for Women
•One third (34%) of the respondents said misuse of personal contact in web in disadvantage of Social Networking
sites for women.
•Nearly one third (30%) of the respondents indecent representation of women in few web site is the disadvantage
of internet especially women.
•An equal percentage that is more than one fourth (28%) of the respondents were using mobile for 1-2 hours and
3-4 hours in a day.
•Nearly half (47%) of the respondents are using mobile for last one year.
•One third (34%) of the respondent’s interest in mobile using is speaking on calls.
•More than two fifth (41%) of the respondents said education, knowledge and culture were the Improvements in
Lifestyles of Women due to Mass Media
•Nearly one third (31%) of the respondents said cultural restrictions on media like internet, in accessing and
using of Mass Media were the aspects in which women are suppressed
•Nearly half (53%) of the respondents said status of women is increased due to mass media impact.
•More than two fifth(42%) of the respondents said mass media has positive impact on society.

Implications of the study

Apart from entertainment, women should know about the significance of different programs in television and
internet so as to get education and improve their knowledge.
It is suggested to the television channels to restrict and control gender based violence, objectionable content, in
their programs.
It is suggested to the television channels to telecast programs that suit the knowledge and entertainment needs
all the family members including children.
The television channels must highlight the social values, gender equality, rights of women, etc. so as to
empower women in society.
Uses of ICT applications are common to get education and knowledge. Hence, the society should develop
broadmindedness on its use.
Strict censoring of the web sites is essential in internet as children are also searching internet and much
unpleasant content is available on the web, which increase the non-ethics among children.
Conclusion

To conclude, impact of mass media on women has enabled their empowerment. But , still there are many
suggestions given by women to restrict crime related programs and indecent representation of women in media,
improvement of learning and knowledge, equal status of women, gender equality, etc. Hence the ,media should
look into the suggestions of women and improve their programs, telecasts, circulations, knowledge and
information.