Descriptive Analysis Of Media Exposure: Women And Female Children Of Bhilai City In The Durg District

Abstract

Background

Media has become an inevitable part of human life and communication is affected through communication technologies serving information, entertainment, motivation, socialization, companionship, a means for relaxation, time passing and much more.

A need to understand the physical human and mediated virtual human seems very essential to comprehending society and trying to satisfy/supply the needs for better livelihood. The exposure to media by women and female children is an important study that plays a major role in media watching, family and personal buying decision making and many other prospects. 

Objective

The main objective of this research is to explore the types of media, patterns, and motives of media exposure by women and female children living in Bhilai City in the Durg district.

Methods

The materials of research comprise of descriptive research design supported by a purposive sampling method. The survey technique was achieved by quantitative research questionnaires to a sample of 200 females ranging from age 13 to 61. Testing for data was enabled by inferential statistical analysis tools.

Results

The results revealed television sets being owned at the highest and the second leading media gadget being owned is smart mobile phones. Traditional Television sets topped highest in audience exposure scores among the various media studied. Higher usage and exposure to OTT platforms and social media applications were observed. 

Conclusion

The women and female children of Bhilai City had greater ownership of media gadgets and predominantly voluntarily were exposed to media. Being active audiences, the respondents used media to meet their expected gratifications which reflected on the choice of media, pattern of media use, the time duration spent on exposure and the amount of money invested in media and its accessories inclusive of internet data. The right administration of media and programmes would assuredly bring about positive results for any society-building message.