a study on the extent of accessibility and utilization of ...utilization of mass media among school...

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International Journal of Chemical Studies 2018; 6(6): 848-857

P-ISSN: 2349–8528 E-ISSN: 2321–4902

IJCS 2018; 6(6): 848-857

© 2018 IJCS

Received: 01-09-2018

Accepted: 05-10-2018

Varsha Kumari

M.Sc. Scholars, Department of

Extension Education and

Communication Management,

College of Home Science,

SKRAU, Bikaner, Rajasthan,

India

Prasanlata Arya

Asstt. Professor, Department of





India

Correspondence

Varsha Kumari

M.Sc. Scholars, Department of





India

A Study on the extent of accessibility and

utilization of mass media among school going

children in Bikaner district

Varsha Kumari and Prasanlata Arya

Abstract

The mass media plays a very importance role in the economic, social development of the nation. The

simplest effect of the mass media is to make people aware of the events, persons or possibilities beyond

their direct experiences. Mass media is not necessary have negative impact to children but also has a

positive value to them. For example mass media plays a major role in enhancing positive children’s

development in various education programs aired in television that may serve to increase children’s

knowledge and understanding of various life aspects. Bikaner panchayat samiti was selected by chit

method. Eight Government senior secondary schools were selected systematic random sampling method.

The sample size of 160 (80 girls + 80 boys) students studying in 11th and 12th classes (10 girls + 10 boys

were selected from each school) of rural and urban area of Bikaner district were selected through simple

random sampling method. Questionnaire was used to collect the data. Majority of school going children

belonged to 16 to 17 years of age group, low income group, nuclear family and other back ward caste.

Majority of respondents possessed, television and phone (mobile) both in urban area and internet

possessed in urban area and radio possessed in rural area. Among mass media television and mobile

phone were more accessible and utilized then the other media. Hence, Overall accessibility and

utilization level of respondents was found medium. Majority of students were using television mobile

phone, internet regularly whereas reading newspaper, magazine listening radio occasionally. Majority of

students found listening radio for less than one hour, using mobile phone and internet for 2 to 3 hours.

Majority of respondents were listening radio during morning and boys were using mobile phone and

internet at night time and girls were watching television at night both urban and rural area.

Keywords: mass media, subscription, accessibility, utilization

Introduction

The term media is derived from Medium, which means carrier or mode. Media denotes an item

specially designed to reach a large audience or viewers. The term was first used with the

advent of newspaper and magazines. Mass media has played a major role in enhancing

socialization among children. With the advance technology, children can easily access the

internet which is a major socialization tool and can also be used as a research tool that can be

utilized positively by students. (Mumi, 2010) [7]. Today’s generation of children and

adolescents are growing up immersed in media, including broadcast and social media. Mass

media is undoubtedly an important tool in bringing about large scale directed social change

and modernization in developing nation for transmitting knowledge, disseminating facts and

directing various emotional appeals to influence public opinion.

Social media sites and mobile apps provide platforms for users to create an online identity,

communicate with others, and build social networks. At present, teenagers use social media

site more than extreme. Although Facebook remains the most popular social media site,

teenagers do not typically commit to just social media platform; more of that maintain a

“social media portfolio” of several selected sites, including Facebook, Twitter, and Instagram.

Mobile apps provide a breadth of functions, such as photo sharing, games, and video-chatting.

Video games remain very popular among families; 4 of 5 households own a device used to

play video games. Boys are the most avid video game players, having access to a game

console and playing video games online or on a cell phone.

Media weather it is print media play an important role in the lives of youth. Electronic media,

particularly television, have long been criticized for their potential impact on children. One

area for concern is how early media exposure influences cognitive development and academic

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International Journal of Chemical Studies

achievement. Books, comics, magazine, radio and television

as means of communication have come to be increasingly

important to our children in recent years. It is not surprising

that today the children's behavior and development can be in

the modern age, internet has emerged as a useful method for

all age groups. In the past, its use was just limited to business

but in the past few years or so, internet has become a popular

method of learning among the students as well. There are

various platforms available on the internet where students can

not only learn but can enjoy their time as well.

Review of literature

Arulchelvan and Viswanathan (2008) [2] reported that vast

majority (90.24%) of the respondents possessed radio sets.

Only 35.71 percent of the respondents listened to radio every

day and (96.31%) possess TV sets. The majority of them

(65.36%) watch TV every day in a week. 86.64 percent of the

students watch TV at home. A vast majority of the current

students (92.86%) claim to have used the internet. This is

because of the accessibility of the internet is more in cyber

cafes, and students can get more useful information for their

study.

Akanda & Haque (2013) [1] reported that majority of

respondents (90%) read newspaper regularly, while 10

percent indicated that they don’t maintain regularly in reading

newspapers. Regarding information on the number of

newspapers that the user read daily that majority of the

respondents read between 4 to 6. Moreover, 6.66 percent read

more than 6 newspapers daily. 48.67 percent respondents

spent 1 – 2 hours per day reading newspaper followed by

44.67 percent less than 1 hour and 6.66 percent more than 2

hour.

Njeze (2013) [9] reported that about 33.5 percent of the

students under study spend less than an hour for reading

newspaper and magazine, 42.8 percent spend over an hour,

while 23.7 percent of the students spend 3 hours and above

reading newspaper and magazine. This implies that most

students use their lecture period for reading newspaper and

magazines.

Jail et.al. (2014) [3] found that most of the students had

internet knowledge (92.9%) and they used it independently

(79.1%). Nearly (42.1%) used internet occasionally whereas,

(34.4%) used regularly, (21.7%) rarely and (1.8%) don’t use

respectively. Internet was preferred for getting information

(48.8%) due to easy accessibility and recent updates.

Mehlawat and Khetarpaul (2014) [5] reported that mobile

phones were used for more than 3 hours daily by half of the

respondents followed by newspaper reading and TV watching

for 1 hour daily by 51 and 33% respondents, respectively.

Majority of the respondents were watching movies (53%),

music videos (56%) and TV news (60%) rarely.

Krishnamurthy and Awari (2015) [4] found that a majority of

the students (65.51%) read newspapers at hostels and

(24.49%) of the students read newspapers at home and only

10 percent read in the library. Majority of students (65.31%)

students read newspapers for less than an hour while

(28.57%) respondents spend 1 and ½ an hour. Followed by

(4.08%) devote two hours and only very (2.04%) spend more

than two hours per day. Majority of the students, (44.90%)

depend on self-subscription, while (36.73%) read at mess or

hostel. Followed by (18.37%) students rely on libraries to

read newspapers. Most of the respondents (67.35%) read

newspapers in the morning, while (26.53%) of respondents

read during any time of the day, (4.08%) of the students read

in the evening and only (2.04%) read in the afternoon.

Nagashetti and Kenchakkanavar (2015) [8] evaluated that most

of the respondents (47.22%) are spending their time to read

the newspaper 1 to 2 hours and (25%) respondents spending

the time 2 to 3 hours in a day. (20.83%) respondents are

spending their time less than an hour and remaining 15

(6.95%) respondents their time 3 to 4 hour in a day.

Monika (2016) [6] reported that Television (70%, 96%),

mobile phone (100%, 96%) and internet (91%, 90%) were

more accessible to college students than the other media.

Overall accessibility and utilization level of media among

boys and girls was medium (64%, 73%). Majority of students

were using mobile phone (100%, 93%), newspaper (76%,

68%), internet (76%) and television (55%) regularly whereas

reading magazine (29%) and listening radio (34%)

occasionally. Majority of students found reading newspaper

for less than one hour (84%, 72%), using mobile phone(72%,

68%) and internet (65%,60%) for 3 to 4 hours. Majority of

respondents were reading newspaper during morning (78%,

80%) and using mobile phone (60%, 64%) and internet (61%,

60%) at night time.

Methodology

The present study was confined to measure the level of

accessibility and utilization pattern of electronic and print

media among school going children. One panchayat samiti of

Bikaner district was selected by chit method i.e. Bikaner. A

total of 8 Government senior secondary schools were selected

from urban and rural areas of Bikaner panchayat samiti of

Bikaner district through systematic random sampling

technique. 160 (80 boys + 80 girls) school going children

studying in 11th and 12th standards (10 girls + 10 boys were

select from each school) were selected simple random

technique. Thus, the final sample comprising 160

respondents.

Keeping in view the objectives and the variables under study,

questionnaire was framed. The questionnaire contained the

background data of respondents, Subscription/possession,

purpose, factors affecting and opinion of respondents

regarding mass media. The data so collected were classified,

tabulated and analyzed in light of the objectives by the

application of statistical tools viz., frequency, percentage,

mean score, standard deviation, rank, co-efficient of

correlation and t-test.

Result and Discussion

This chapter contains the results obtained from analysis of

data collected from the urban and rural area of Bikaner district

in according with the objectives of the study. The results have

been presented under the following sections:

4.1 Personal and socio-economic characteristics of the school

going Children.

4.2 Possession/subscription of mass media among school

going children.

4.3 Utilization pattern of mass media among school going

children.

4.1 Personal and socio-economic characteristics of the

school going Children.

In this section, an attempt has been made to describe the

respondents in term of their personal and socio-economic

characteristics namely age, caste, family type, family size and

family income of the school going children. The data

regarding these characteristics have been presented in table

4.1.1 to 4.1.5.

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4.1.1 Age

A perusal of data in table 4.1.1 revealed that Majority of the

respondents (72.5%) belonged to age of 16 to 17 years,

followed by 14.4 per cent of respondents belonged to below

16 years and 13.1 per cent of respondents belonged to above

18 years of age group.

Comparative data shows that in rural and urban area majority

(72.5%, 70%) of the boys belonged to age of 16 to 17 years

whereas 20 percent rural and 12.5 percent urban boys

belonged to above 18 years. Only 17.5 percent of urban and

7.5 per cent rural boys belonged to below 16 years.

In case of girls in rural and urban area majority (77.5%, 70%)

belonged to age of 16 to 17 years whereas 20 percent urban

and 12.5 per cent of rural girls were of below 16 years of age.

Only 10 percent of urban and rural girls belonged to age of 18

years.

Table 4.1.1: Distribution of respondents according to the age group

S. No. Age

Urban Rural

Total (n = 160) Boys (n=40) Girls (n=40) Total (n= 80) Boys (n=40) Girls (n=40) Total (n =80)

F % f % f % f % f % f % f %

1 Below 16 Yrs 7 17.5 8 20.0 15 18.8 3 7.5 5 12.5 8 10.0 23 14.4

2 16 – 17 Yrs 28 70.0 28 70.0 56 70.0 29 72.5 31 77.5 60 75.0 116 72.5

3 Above 18Yrs 5 12.5 4 10.0 9 11.2 8 20.0 4 10.0 12 15.0 21 13.1

4.1.2 Caste

It is clear from the table 4.1.2 shows that the majority of the

respondents (46.9%) were from other backward caste,

followed by general caste (31.2%), schedule caste/schedule

tribal caste (21.9%).

Comparative data shows that in urban area majority (50%) of

the urban boys and 25 percent of rural boys belonged to other

backward caste, followed by 40 percent of rural boys and 30

percent urban boys belonged to general caste. Whereas 35 per

cent of rural boys and 20 percent of urban boys belonged to

schedule caste.

In case of girls in urban and rural area majority (70%, 42.5%)

belonged to other backward caste followed by 35 percent

rural girls and 20 per cent urban girls belonged to general

caste. Whereas 22.5 percent rural girls and 10 per cent urban

girls belonged to schedule caste.

Table 4.1.2: Distribution of respondents according to their caste

S. No Caste

Urban Rural Total

(n=160) Boys (n=40) Girls (n=40) Total (n=80) Boys (n=40) Girls (n=40) Total (n=80)

% f % f % f % f % f % f %

1. General Caste 12 30.0 8 20.0 20 25.0 16 40.0 14 35.0 30 37.4 50 31.2

2. Other backward caste (OBC) 20 50.0 28 70.0 48 60.0 10 25.0 17 42.5 27 33.8 75 46.9

3. Schedule Caste / Schedule Tribal Caste (Sc /St) 8 20.0 4 10.0 12 15.0 14 35.0 9 22.5 23 28.8 35 21.9

4.1.3 Type of family

The Data presented in table 4.1.3 reflect that majority of the

respondents (85.6%) had Nuclear family system, followed by

joint family system (14.4%).

Comparative data shows that in urban and rural area majority

(90%, 80%) of the boys belonged to nuclear family whereas

only 10 percent urban boys and 20 percent rural boy belonged

to joint family.


belonged to nuclear family whereas 17.5 percent of rural girls

and only 10 percent of urban girls belonged to joint family.

Table 4.1.3: Distribution of respondents according to their types of Family

S. No Types of family

Urban Rural Total


f % F % f % f % F % f % f %

1 Nuclear family 36 90.0 36 90.0 72 90.0 32 80.0 33 82.5 65 81.2 137 85.6

2 Joint family 4 10.0 4 10.0 8 10.0 8 20.0 7 17.5 15 18.8 23 14.4

4.1.4 Family Size

The Data incorporated in table 4.1.4 indicate that majority of

the respondents (55%) belonged to small family, followed by

34.4% respondents belonged to medium family size and only

1.6 per cent respondents belonged to large family size.

Comparative data shows that in urban area majority (72.5%)

of the boys belonged to small family size and 27.5 percent of

boys in rural area belonged to small family size, followed by

57.5 percent rural boys and 22.5 percent urban boys belonged

to medium family size. Only 15 percent rural boys and 5

percent urban boys belonged large family size.

In case of girls in urban area majority (92.5%) belonged to

small family size and 27.5 per cent rural girls belonged to

small family size followed by 55.0 percent rural girls and 2.5

percent urban girls belonged to medium family size. Only

17.5 percent rural girls and only 5 percent urban girls

belonged to large family size.

Tables 4.1.4: Distribution of respondents according to their family size

S. No Family size

Urban Rural Total


f % f % f % f % f % f % f %

1 Small (up to 4 member) 29 72.5 37 92.5 66 82.5 11 27.5 11 27.5 22 27.4 88 55.0

2 Medium (5 to 8 member) 9 22.5 1 2.5 10 12.5 23 57.5 22 55.0 45 56.3 55 34.4

3 Large (above 8 member) 2 5.0 2 5.0 4 5.0 6 15.0 7 17.5 13 16.3 17 1.6

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4.1.5 Family income

A perusal of Table in table 4.1.5 clearly shows that majority

of the respondents (67.4%) belonged to low income group

followed by 26.3 per cent respondents belonged to medium

income group and 6.3 per cent of respondents belonged to

high income group.

Comparative data shows that in rural and urban area majority

(75%, 50%) of the boys belonged to low income group

whereas 40 percent urban boys and 20 percent rural boys

belonged to medium income group. Only 10 percent urban

boys and 5 percent rural boys belonged to high income group.

In case of girls in rural and urban area majority (82.5%,

62.5%) belonged to low income group whereas 30 percent

urban girls and 15 percent rural girls belonged to medium

income group. Only 7.5 per cent urban girls and 2.5 percent

rural girls belonged to high income group.

Table 4.1.5: Distribution of respondents according to their family income

S. No

Family income

Urban Rural Total


f % f % f % f % f % f % f %

1 Low (up to 1 lakh) 20 50.0 25 62.5 45 56.2 30 75.0 33 82.5 63 78.7 108 67.4

2 Medium (1 to 2 lakh) 16 40.0 12 30.0 28 35.0 8 20.0 6 15.0 14 17.5 42 26.3

3 High (above 2 lakh) 4 10.0 3 7.5 7 8.8 2 5.0 1 2.5 3 3.8 10 6.3

4.2 Possession/subscription of mass media among school

going children

4.2.1 Possession/subscription of mass media among school

going Children

Table 4.2.1 and fig. 4.2.1 showed the distribution of

respondents according to possession / subscription of mass

media. It is clearly revealed that in urban and rural area

majority (100%, 75%) of the boys possessed mobile phone

followed by 92.5 per cent of urban boys and 72.5 per cent of

rural boys possessed television. 85 per cent of urban boys and

52.5 per cent of rural boys possessed internet. 72.5 per cent of

rural boys and 55 per cent of urban boys possessed radio. 45

per cent of urban boys and 12.5 per cent of rural boys

possessed newspaper. 22.5 per cent of urban boys and 5 per

cent of rural boys possessed magazine.


possessed television followed by 85 per cent of urban girls

and 60 per cent of rural girls possessed mobile phone. 55 per

cent of urban girls and 22.5 per cent of rural girls possessed

internet. 50 per cent of rural girls and 20 per cent of urban

girls possessed radio. 40 per cent of urban girls and 12.5 per

cent of rural girls possessed newspaper and only 15 per of

urban girls possessed magazine. The Findings are supported

by the findings of Arulchelvan and Viswanathan (2008) [2].

Table 4.2.1: Distribution of respondents according to possession / subscription of mass media

S. No Possession / Subscription of

mass media

Urban Total

(n=80)

Rural Total

(n=80) Boys (n=40) Girls (n=40) Boys (n=40) Girls (n=40)

f % f % f % f % f % f %

1 Television 37 92.5 38 95.0 75 93.0 29 72.5 31 77.5 60 75.0

2 Radio 22 55.0 8 20.0 30 37.5 29 72.5 20 50.0 49 61.3

3 Phone(Mobile) 40 100.0 34 85.0 74 92.5 30 75.0 24 60.0 54 67.5

4 Internet 34 85.0 22 55.0 56 70.0 21 52.5 9 22.5 30 37.5

5 Newspaper 18 45.0 16 40.0 34 42.5 5 12.5 5 12.5 10 12.5

6 Magazine 9 22.5 6 15.0 15 18.8 2 5.0 - - 2 2.5

Fig 4.2.1: Distribution of respondents according to possession/ subscription of mass media

4.2.2 Media – wise accessibility among the school going

children

It is evident from the ranks given in table 4.2.2 and fig 4.2.2

that in urban boys had maximum accessibility (2.82 mean

score) of mobile phone, followed by television (2.72 mean

score), internet (2.32 mean score), newspaper (1.60 mean

score), radio (1.57 mean score) and magazine (1.22 mean

score). Whereas in rural boys had maximum accessibility

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(2.40 mean score) of television, followed by mobile phone

(2.27 mean score), radio (2.15 mean score), internet (1.77

mean score), newspaper (1.15 mean score) and magazine

(1.05 mean score).

In case of girls in urban area had maximum accessibility (2.55

mean score) of television, followed by mobile phone (2.25

mean score), internet (1.87 mean score), newspaper (1.60

mean score), radio and magazine (1.22 mean score). Whereas

in rural girls had maximum accessibility (2.10 mean score) of

television, mobile phone (1.85 mean score), radio (1.82 mean

score), internet (1.30 mean score), newspaper (1.15 mean

score) and magazine (1.00 mean score). Further, it can also be

inferred that among electronic media television and mobile

appeared relatively to be more popular than the print media.

Whereas among print media newspaper was more accessible

than magazine. Data also shows that there was significant

difference among mean scores of urban and rural respondents

in accessibility to different mass media among school going

children.

Fig 4.2.2: Accessibility to different mass media among school going children

Table 4.2.2: Accessibility to different mass media among school going children

S. No Types of mass media

Urban Total (n=80)

Rural Total (n=80)

t-value Boys (n=40) Girls (n=40) Boys (n=40) Girls (n=40)

Mean Rank Mean Rank Mean Rank Mean Rank Mean Rank Mean Rank

1 Television 2.72 II 2.55 I 2.63 I 2.40 I 2.10 I 2.25 I 3.37**

2 Radio 1.57 V 1.22 V 1.40 V 2.15 III 1.82 III 1.98 III -5.09**

3 Phone(Mobile) 2.82 I 2.25 II 2.53 II 2.27 II 1.85 II 2.06 II 4.01**

4 Internet 2.32 III 1.87 III 2.10 III 1.77 IV 1.30 IV 1.53 IV 4.40**

5 Newspaper 1.60 IV 1.60 IV 1.60 IV 1.15 V 1.15 V 1.15 V 4.57**

6 Magazine 1.22 VI 1.22 V 1.22 VI 1.05 VI 1.00 VI 1.02 VI 3.40**

** 1% level of significance

4.2.3 Overall level of accessibility to mass media among

school going children

Overall level of accessibility among school going children to

mass media was also studied. The result in table 4.2.3 and

fig.4.2.3 revealed that in urban and rural area majority

(75.0%, 72.5%) of boys were having medium level of

accessibility to mass media followed by 25 per cent of urban

boys and 22.5 per cent of rural boys were having high level of

accessibility to mass media and 5 per cent of rural boys were

having low level of accessibility.

Fig 4.2.3: Distribution of respondents according to the overall level of accessibility to the mass media

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Table 4.2.3: Distribution of respondent according to the overall level of accessibility to the mass media

S. No.

Urban Total

(n=80)

Rural Total

(n=80)

Category

Boys

(n=40) Category

Girls

(n=40) Category

Boys

(n=40) Category

Girls

(n=40)

f (%) f (%) f (%) f (%) f (%) f (%)

1 Low Accessibility

(below 10.84) -

Low Accessibility

(below 8.87)

1

(2.5)

1

(2.5)

Low Accessibility

(below 8.74)

2

(5.0)

Low Accessibility

(below 7.43)

1

(2.5)

3

(3.8)

2 Medium Accessibility

(10.84 – 13.70)

30

(75.0)

Medium Accessibility

(8.87 – 12.57)

33

(82.5)

63

(78.5)


(8.74 – 12.86)

29

(72.5)


(7.43 – 11..01)

34

(85.0)

63

(78.5)

3 High Accessibility

(above 13.70)

10

(25.0)

High Accessibility

(above 12.57)

6

(15.0)

16

(20.0)

High Accessibility

(above 12.86)

9

(22.5)

High Accessibility

(above 11.01)

5

(12.5)

14

(17.7)

Urban boys mean = 12.27, S.D = 1.43 Rural boys mean = 10.80, S.D = 2.06

Urban Girls mean = 10.72, S.D = 1.85 Rural Girls mean = 9.22, S.D = 1.79

In case of girls in rural and urban area majority (85%, 82.5%)

were having medium accessibility to mass media followed by

15 per cent of urban girls and 12.5 per cent of rural girls were

having high level of accessibility to mass media, 2.5 per cent

of urban and rural girls were having low level of accessibility

to mass media. It can be inferred from the findings of the

study that boys and girls in urban and rural area had medium

accessibility to mass media.

4.2.4 Media – wise utilization among the school going

children

It is evident from the ranks in table 4.2.4 and fig 4.2.4 that

urban boys had maximum utilization (4.55 mean score) of

television, followed by mobile phone (4.45 mean score),

internet (3.27 mean score), newspaper (1.92 mean score),

radio (1.77 mean score) and magazine (1.30 mean score).

Whereas in rural boys had maximum utilization (3.32 mean

score) of television, followed by mobile phone (3.25 mean

score), radio (2.60 mean score), internet (2.45 mean score),

newspaper (1.17 mean score) and magazine (1.05 mean

score).

In case of girls in urban area had maximum utilization (4.32

mean score) of television, followed by mobile phone (3.85

mean score), internet (2.15 mean score), newspaper (1.85

mean score), radio (1.32 mean score) and magazine (1.20

mean score). Whereas in rural girls had maximum utilization

(3.20 mean score) of television, mobile phone (2.30 mean

score), radio (2.22 mean score), internet (1.42 mean score),

newspaper (1.15 mean score) and magazine (1.00 mean

score). Further, it can also be inferred that among electronic

media television and mobile appeared relatively to be more

popular than the print media. Whereas among print media

newspaper was more utilization than magazine. Data also

shows that there was significant difference among mean

scores of urban and rural respondents in utilization to

different mass media among school going children.

Fig 4.2.4: Utilization different mass media among school going children

Table 4.2.4: Utilization to different mass media among school going children

S. No Types of mass media

Urban Total (n=80)

Rural Total (n=80)

t-value Boys (n=40) Girls (n=40) Boys (n=40) Girls (n=40)

Mean Rank Mean Rank Mean Rank Mean Rank Mean Rank Mean Rank

1 Television 4.55 I 4.32 I 4.43 I 3.32 I 3.20 I 3.26 I 5.53**

2 Radio 1.77 V 1.32 V 1.55 V 2.60 III 2.22 III 2.41 III -4.76**

3 Phone(Mobile) 4.45 II 3.85 II 4.15 II 3.25 II 2.30 II 2.77 II 6.30**

4 Internet 3.27 III 2.15 III 2.71 III 2.45 IV 1.42 IV 1.93 IV 3.42**

5 Newspaper 1.92 IV 1.85 IV 1.88 IV 1.17 V 1.15 V 1.16 V 5.03**

6 Magazine 1.30 VI 1.20 VI 1.25 VI 1.05 VI 1.00 VI 1.02 VI 3.44**

** 1% level of significance

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4.2.5 Overall level of utilization of electronic and print

media among school going children

The results in table 4.2.5 and fig 4.2.5 reveals that in urban

and rural area majority (72.5%) of boys were having medium

level of utilization to mass media followed by 22.5 per cent of

rural boys and 20 per cent of urban boys were having high

level of utilization to mass media, 7.5 per cent of urban boys

and 5 per cent of rural boys were having low level of

utilization to mass media.

In case of girls in rural and urban area majority (77.5%,

70.0%) were having medium level of utilization to mass

media followed by 20 per cent of urban girls and 12.5 per cent

of rural girls were having high level of utilization to mass

media, 10 per cent of urban and rural girls were having low

level of utilization to mass media. It can be inferred from the

findings of the study that though school going children

possessed mass media, but utilization of the same to the high

majority of school going children in urban and rural area was

medium.

Fig 4.2.5: Distribution of respondents according to the overall level of utilization to the mass media

Table 4.2.5: Distribution of respondent according to the overall level of utilization to the mass media

S.

No.

Urban Total

(n=80)

Rural Total

(n=80) Category

Boys

(n=40) Category

Girls

(n=40) Category

Boys

(n=40) Category

Girls

(n=40)

f (%) f (%) f (%) f (%) f (%) f (%)

1 Low utilization

(below 14.86) 3 (7.5)

Low utilization

(below 11.49) 4 (10.0) 7 (8.8)

Low utilization

(below 10.51) 2 (5.0)

Low utilization

(below 8.56) 4 (10.0) 6 (7.3)

2 Medium utilization

(14.86 – 19.68) 29 (72.5)

Medium utilization

(11.49 – 17.91) 28 (70.0) 57 (71.3)

Medium utilization

(10.51 –17.19) 29 (72.5)

Medium utilization

(8.56 – 13.14) 31 (77.5) 60 (75.0)

3 High utilization

(above 19.68) 8 (20.0)

High utilization

(above 17.91) 8 (20.0) 16 (20.0)

High utilization

(above 17.19) 9 (22.5)

High utilization

(above 13.14) 5 (12.5) 14 (17.7)

Urban boys mean = 17.27, S.D = 2.41 Rural boys mean = 13.85, S.D. = 3.34

Urban girls mean = 14.70, S.D. = 3.21 Rural Girls mean = 10.85, S.D =2.29

4.3 Utilization pattern of mass media among school going

children

Utilization pattern of electronic and print media was accessed

in terms of regularity of utilization time spent and time choose

for viewing television, listening radio, using phone, surfing

internet and reading newspaper and magazines, respectively.

4.3.1 Regularity of using electronic and print media

among school going children

The result shows in the Table 4.3.1 and Fig. 4.3.1 revealed

that in urban and rural area majority (82.5%, 55%) of boys

were using mobile phone regularly followed by 72.5 per cent

of urban and rural boys were watching television regularly, 45

per cent of urban boys and 35 per cent of rural boys were

using internet regularly, 42.5 per cent of rural boys and 20 per

cent of urban boys were listening radio regularly,20 per cent

and 7.5 per cent of urban boys were reading newspaper and

magazine regularly. The majority of urban and rural boys

(40%, 15%) were using internet occasionally followed by 35

per cent of urban boys and 30 per cent of rural boys were

listening radio occasionally, 20 per cent of rural boys and 17.5

per cent of urban boys were using mobile phone occasionally,

20 per cent of urban boys were watching television

occasionally, 25 per cent of urban boys and 12.5 % rural boys

were reading newspaper occasionally, only 15 per cent urban

boys and 5 per cent of rural boys were reading magazine

occasionally. The majority in rural and urban area (95%,

77.5%) of boys never reading magazine followed by 87.5 per

cent rural boys and 55 per cent urban boys never reading

newspaper, 50 per cent of rural boys and 15 per cent of urban

boys never using internet, 45 per cent of urban boys and 27.5

per cent of rural boys never listening radio, 27.5 per cent of

rural boys and 7.5 per cent of urban boys never watching

television, 25 per cent of rural boys never use mobile phone.


were watching television regularly followed by 60 per cent of

urban girls and 50 per cent of rural girls were using mobile

phone regularly, 30 per cent of rural girls and 10 per cent of

~ 855 ~


urban girls were listening radio regularly, 27.5 per cent of

urban girls and 10 per cent rural girls using internet regularly,

15 per cent of urban girls reading newspaper regularly. The

majority in urban and rural area(30%, 25%) of girls were

watching television occasionally followed by 27.5 per cent of

urban girls and 12.5 per cent of rural girls were using internet

occasionally, 25 per cent of urban girls and 12.5 per cent of

rural girls were reading newspaper occasionally, 25 per cent

of urban girls and 10 per cent of rural girls were using mobile

phone occasionally, 20 per cent of rural girls and 10 per cent

of urban girls were listening radio occasionally, only 10 per

cent urban girls were reading magazine occasionally. The

majority of rural and urban area (100%, 85%) of girls were

never reading magazine followed by 87 per cent of rural girls

and 60 per cent of urban girls were never reading newspaper,

80 per cent of urban girls and 50 per cent of rural girls were

never listening radio, 77.5 per cent of rural girls and 45 per

cent of urban girls were never using internet, 40 per cent of

rural girls and 15 per cent of urban girls were never using

mobile phone, 22.5 per cent of rural girls and only 5 per cent

of urban girls were never watching television. It can be

concluded that majority of boys and girls both urban and rural

area were using mobile phone, internet and television

regularly rather than other media. This finding is supported by

the findings of Jail et.al. (2014) [3].

Table 4.3.1: Distribution of respondents according to the regularity of using mass media

S.

No. Electronic and

print media

Regularity of watching/ listening /using/ surfing/reading

Urban Rural

Regularly Occasionally Never Regularly Occasionally Never

Boys Girls Total Boys Girls Total Boys Girls Total Boys Girls Total Boys Girls Total Boys Girls Total

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

1 Television 29

(72.5)

26

(65.0)

52

(68.8)

8

(20.0)

12

(30.0)

20

(25.0)

3

(7.5)

2

(5.0)

5

(6.3)

29

(72.5)

21

(52.5)

50

(62.5) -

10

(25.0)

10

(12.5)

11

(27.5)

9

(22.5)

20

(25.0)

2 Radio 8

(20.0)

4

(10.0)

12

(15.0)

14

(35.0)

4

(10.0)

18

(22.5)

18

(45.0)

32

(80.0)

50

(62.5)

17

(42.5)

12

(30.0)

29

(36.3)

12

(30.0)

8

(20.0)

20

(25.0)

11

(27.5)

20

(50.0)

31

(38.8)

3 Phone(Mobile) 33

(82.5)

24

(60.0)

57

(71.3)

7

(17.5)

10

(25.0)

17

(21.3) -

6

(15.0)

6

(7.5)

22

(55.0)

20

(50.0)

42

(52.5

8

(20.0)

4

(10.0)

12

(15.0)

10

(25.0)

16

(40.0)

26

(32.5)

4 Internet 18

(45.0)

11

(27.5)

29

(36.3)

16

(40.0)

11

(27.5)

27

(33.8)

6

(15.0)

18

(45.0)

24

(30.0)

14

(35.0)

4

(10.0)

18

(22.5)

6

(15.0)

5

(12.5)

11

(13.8)

20

(50.0)

31

(77.5)

51

(63.8)

5 Newspaper 8

(20.0)

6

(15.0)

14

(17.5)

10

(25.0)

10

(25.0)

20

(25.0)

22

(55.0)

24

(60.0)

46

(57.5) - - -

5

(12.5)

5

(12.5)

10

(12.5)

35

(87.5)

35

(87.5)

70

(87.5)

6 Magazine 3

(7.5)

2

(5.0)

5

(6.3)

6

(15.0)

4

(10.0)

10

(12.5)

31

(77.5)

34

(85.0)

65

(81.3) - - -

2

(5.0) -

2

(2.5)

38

(95.0)

40

(100.0)

78

(97.5)

4.3.2 Time spent for using electronic and print media per

day by the school going children

The data incorporate in Table 4.3.2 and Fig. 4.3.2 reveals that

in urban area majority (32.5%) of urban boys were listening

radio and reading newspaper less than 1 hour. Whereas in

rural area 22.5 per cent and 10 per cent of rural boys were

listening radio and reading newspaper less than 1 hour

followed by 17.5 per cent of rural boys and 10 per cent of

urban boys were using mobile phone less than 1 hour. 15 per

cent of urban boys were using internet and reading magazine

less than 1 hour whereas in rural area 15 per cent of rural boys

were using internet and 5 per cent of rural boys were reading

magazine less than 1 hour. Only 2.5 per cent of rural boys

were watching television less than 1 hour. The majority in

urban and rural area (45%, 12.5%) of boys were using internet

1 to 2 hours followed by (42.5%, 20%) of urban and rural

boys were using mobile phone 1 to 2 hours. 30 per cent of

rural boys and 22.5 per cent of urban boys were listening

radio 1 to 2 hours. 27.5 per cent of urban boys and 25 per cent

of rural boys were watching television 1 to 2 hours.12.5 per

cent of urban boys and 2.5 per cent of rural boys were reading

newspaper 1 to 2 hours. Only 7.5 per cent of urban boys were

reading magazine 1 to 2 hours. The majority in urban and

rural area (42.5%, 20%) of boys were watching television 2 to

3 hours followed by 40 per cent of urban boys and 20 per cent

of rural boys were using mobile phone 2 to 3 hours. 20 per

cent of urban boys and 17.5 per cent of rural boys were using

internet 2 to 3 hours. Only 10 per cent of rural boys were

listening radio 2 to 3 hours. The majority in urban and rural

area (17.5%, 12.5%) of urban and rural boys were watching

television 3 to 4 hours followed by 10per cent and 7.5 per

cent of rural boys were listening radio and using mobile

phone 3 to 4 hours. 5 per cent of urban and rural boys were

using internet 3 to 4 hours. Maximum number in rural and

urban area (12.5%, 5%) of boys were watching television

more than 5 hours followed by 10 per cent of rural boys and

7.5 per cent of urban boys were using mobile phone more

than 5 hours.

In case of girls in urban area (27.5%) were using mobile

phone and reading newspaper less than 1 hour whereas in

rural area (22.5%, 10%) of girls were using mobile phone and

reading newspaper less than 1 hour followed by 20 per cent of

urban girls and 5 per cent of rural girls were using internet

less than 1 hour, 20 per cent of rural girls and 12.5 per cent of

urban girls were listening radio less than 1 hour. Only 7.5 per

cent and 2.5 per cent of urban girls were reading magazine

and watching television less than 1 hour and the negligible no.

of rural girls were reading magazine and watching television

less than 1 hour. The majority in urban and rural area (37.5%,

20%) of urban and rural girls were using mobile phone 1 to2

hours followed by (37.5%, 20%) of rural and urban girls were

watching television 1 to 2 hours, (20%,10%) of urban and

rural girls were using internet 1 to 2 hours, (17.5%, 7.5%) of

rural and urban girls were listening radio 1 to 2 hours, 12.5

per cent of urban girls and only 2.5 per cent of rural girls were

reading newspaper 1 to 2 hours. Only 7.5 per cent of urban

girls were reading magazine 1 to 2 hours. The majority in

urban and rural area (45%, 27.5%) of girls were watching

television 2 to 3 hours followed by 15 per cent of urban and

rural girls were using mobile phone 2 to 3 hours, 15 per cent

of urban girls and 7.5 per cent of rural girls were using

internet 2 to 3 hours, only 12.5 per cent of rural girls were

listening radio 2 to 3 hour. The majority in urban and rural

area (25%, 10%) of girls were watching television 3 to 4

~ 856 ~


hours followed by only 5 per cent urban girls and 2.5 per cent

of rural girls were using mobile phone 3 to 4 hours. Only 2.5

per cent of urban and rural girls were watching television

more than 5 hours. It can be concluded from the finding that

majority of girls both urban and rural area spent more time in

watching television in comparison to boys. This finding is

supported by the findings of Mehlawat and Khetarpaul (2014) [5].

Table 4.3.2: Distribution of respondents according to the time spent per day for using electronic and print media

S. No. Electronic and

print media

Time spent per day watching / listening / using / surfing / reading

Urban Rural

< 1 hour 1 to 2 hour 2 to 3 hour 3 to 4 hour >5 hour < 1 hour 1 to 2 hour 2 to 3 hour 3 to 4 hour >5 hour

Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

F

(%)

f

(%)

F

(%)

f

(%)

f

(%)

f

(%)

f

(%)

1 Television - 1

(2.5)

11

(27.5)

8

(20.0)

17

(42.5)

18

(45.0)

7

(17.5)

10

(25.0)

2

(5.0)

1

(2.5)

1

(2.5) -

10

(25.0)

15

(37.5)

8

(20.0)

11

(27.5)

5

(12.5)

4

(10.0)

5

(12.5)

1

(2.5)

2 Radio 13

(32.5)

5

(12.5)

9

(22.5)

3

(7.5) - - - - - -

9

(22.5)

8

(20.0)

12

(30.0)

7

(17.5)

4

(10.0)

5

(12.5)

4

(10.0) - - -

3 Phone(Mobile) 4

(10.0)

11

(27.5)

17

(42.5)

15

(37.5)

16

(40.0)

6

(15.0) -

2

(5.0)

3

(7.5) -

7

(17.5)

9

(22.5)

8

(20.0)

8

(20.0)

8

(20.0)

6

(15.0)

3

(7.5)

1

(2.5)

4

(10.0) -

4 Internet 6

(15.0)

8

(20.0)

18

(45.0)

8

(20.0)

8

(20.0)

6

(15.0)

2

(5.0) - - -

6

(15.0)

2

(5.0)

5

(12.5)

4

(10.0)

7

(17.5)

3

(7.5)

2

(5.0) - - -

5 Newspaper 13

(32.5)

11

(27.5)

5

(12.5)

5

(12.5) - - - - - -

4

(10.0)

4

(10.0)

1

(2.5)

1

(2.5) - - - - - -

6 Magazine 6

(15.0)

3

(7.5)

3

(7.5)

3

(7.5) - - - - - -

2

(5.0) - - - - - - - - -

4.3.3 Time choose by respondents for using electronic and

print media

The data presented in table 4.3.3 and Fig. 4.3.3 show that in

urban and rural area majority (22.5%, 17.5%) of boys were

listening radio in morning followed by 15 per cent of urban

boys were reading newspaper in morning, 15 per cent urban

boys were reading newspaper in morning. 12.5 per cent of

urban boys and 5 per cent of rural boys were watching

television in morning. Only 2.5 per cent of rural boys were

using mobile phone in morning. 5 per cent of urban boys were

using internet and reading magazine in morning. The majority

of urban and rural area (27.5%, 17.5%) of boys were using

internet in afternoon followed by 20 per cent of rural boys and

10 per cent of urban boys were listening radio in afternoon.

17.5 per cent of rural boys and 12.5 per cent of urban boys

were watching television in afternoon, 12.5 per cent of urban

boys and only 7.5 per cent of rural boys were reading

newspaper in afternoon. 12.5 per cent of urban and 2.5 per

cent of rural boys were using mobile phone in afternoon. 7.5

per cent of urban boys were reading magazine in afternoon.

The majority in urban and rural area (27.5%, 15%) of boys

were using mobile phone in evening followed by 22.5% of

rural boys and 12.5 per cent of urban boys were listening

radio in evening,17.5 per cent of urban boys and 15 per cent

of rural boys were using internet in evening, 17.5 per cent of

urban boys and 5 per cent of rural boys were reading

newspaper in evening, 12.5 per cent of urban and rural boys

were watching television in evening, only 10 per cent of

urban boys and 5 per cent of rural boys were reading

magazine in evening. The majority in urban and rural area

(37.5%, 32.5%) of boys were using mobile phone in night

followed by 30 per cent of urban boys and 27.5 per cent rural

boys were watching television in night, 20 per cent of urban

boys and 10 per cent of rural boys were using internet in

night. Only 12.5 per cent of rural boys and 10 per cent of

urban boys were listening radio in night. The majority in

urban and rural area (25%, 10%) of boys were watching

television in late night followed by 22.5 per cent of urban and

rural boys were using mobile phone in late night. Only 15 per

cent of urban boys and 7.5 per cent of rural boys were using

internet in late night.

In case of girls in rural and urban area majority (25%, 12.5%)

of girls were listening radio in morning followed by 10 per

cent of urban girls were using mobile phone and reading

newspaper in morning. Only 5 per cent of urban girls were

using internet in morning. The majority in urban and rural

area (25%, 22.5%) of girls were watching television in

afternoon followed by 15 per cent of urban girls and 7.5 per

cent of rural girls were reading newspaper in afternoon. 12.5

per cent of urban girls and 5 per cent of rural girls were using

internet in afternoon, 12.5 per cent of rural girls and 10 per

cent of urban girls were using mobile phone in afternoon.

Only 7.5 per cent of urban girls were reading magazine in

afternoon. Only 7.5 per cent of rural girls were listening radio

in afternoon. The majority in urban and rural area (30%,

27.5%) of girls were using mobile phone in evening followed

by 20 per cent of urban girls and 10 per cent of rural girls

were using internet in evening. 17.5 per cent of rural girls and

15 per cent of urban girls were watching television in

evening. 15 per cent of urban girls and 5 per cent of rural girls

were reading newspaper in evening. 12.5 per cent of rural

girls and 7.5 per cent of urban girls were listening radio in

evening. Only 7.5 per cent of urban girls were reading

magazine in evening. The majority of urban and rural area

(47.5%, 32.5%) of girls were watching television in night

followed by 35 per cent of urban girls and 20 per cent of rural

girls were using mobile phone in night. 15 per cent of urban

girls and 7.5 per cent of rural girls were using internet in

night. Only 5 per cent of rural girls were listening radio in

night. Only 7.5 per cent of urban girls and 5 per cent of rural

girls were watching television in late night.

~ 857 ~


Table 4.3.3: Distribution of respondents according to the time choose for using electronic and print media

S.

No.

Electronic and

print media

Time of watching/listening/using/surfing/reading

Urban Rural

Morning Afternoon Evening Night Late night Morning Afternoon Evening Night Late night

Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls Boys Girls

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

F

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

f

(%)

1 Television 5

(12.5) -

5

(12.5)

10

(25.0)

5

(12.5)

6

(15.0)

12

(30.0)

19

(47.5)

10

(25.0)

3

(7.5)

2

(5.0) -

7

(17.5)

9

(22.5)

5

(12.5)

7

(17.5)

11

(27.5)

13

(32.5)

4

(10.0)

2

(5.0)

2 Radio 9

(22.5)

5

(12.5)

4

(10.0) -

5

(12.5)

3

(7.5)

4

(10.0) - - -

7

(17.5)

10

(25.0)

8

(20.0)

3

(7.5)

9

(22.5)

5

(12.5)

5

(12.5)

2

(5.0) - -

3 Phone(Mobile) - 4

(10.0)

5

(12.5)

4

(10.0)

11

(27.5)

12

(30.0)

15

(37.5)

14

(35.0)

9

(22.5) -

1

(2.5) -

1

(2.5)

5

(12.5)

6

(15.0)

11

(27.5)

13

(32.5)

8

(20.0)

9

(22.5) -

4 Internet 2

(5.0)

2

(5.0)

11

(27.5)

5

(12.5)

7

(17.5)

8

(20.0)

8

(20.0)

6

(15.0)

6

(15.0) - - -

7

(17.5)

2

(5.0)

6

(15.0)

4

(10.0)

4

(10.0)

3

(7.5)

3

(7.5) -

5 Newspaper 6

(15.0)

4

(10.0)

5

(12.5)

6

(15.0)

7

(17.5)

6

(15.0) - - - - - -

3

(7.5)

3

(7.5)

2

(5.0)

2

(5.0) - - - -

6 Magazine 2

(5.0) -

3

(7.5)

3

(7.5)

4

(10.0)

3

(7.5) - - - - - - - -

2

(5.0) - - - - -

Conclusions

From the above findings it can be concluded that in

general information majority of the respondents belonged

to 16 to 17 years of age group, low income group, nuclear

family, other backward caste.

Majority of respondents possessed, television and phone

(mobile) both in urban area and internet possessed in

urban area and radio possessed in rural area.

Among mass media television and mobile phone were

more accessible and utilized then the other media. Hence,

Overall accessibility and utilization level of respondents

was found medium.

Majority of students were using television mobile phone,

internet regularly whereas reading newspaper, magazine

listening radio occasionally both urban and rural area.

Majority of students found listening radio for less than

one hour, using mobile phone and internet for 2 to 3

hours both urban and rural area.

Majority of respondents were listening radio during

morning and boys were using mobile phone and internet

at night time and girls were watching television at night

both urban and rural area.

Recommendations

As it has been observed from the findings that majority of

boys and girls have showed least interest towards print media

such as newspaper and magazine because of poor subscription

rate and accessibility. Thus, they should be encouraged to

make uses of print media as it will help to provide authentic

information and improving reading skills.

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a study on the extent of accessibility and utilization of ...utilization of mass media among school...

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