GkCU 7

k|cha Shr|vastva
kuch| kumar|
k|cha andey
LnL18A1lCn Anu C8Lul8lLl1? Cl
vA8lCuS MLulA SCu8CLS ln 8u8AL
lnulA
8esearch ob[ecLlve
1o sLudy credlblllLy and peneLraLlon of varlous
medla ln rural lndla
8esearch MeLhodology
W 8esearch MeLhodology
LxploraLory
W uaLa CollecLlon
rlmary and Secondary
W Sampllng
ConvenlenL Sampllng
W SAMLlnC uLSlCn
1argeL opulaLlon vlllagers
Sample Slze 10
CredlblllLy CrlLerla
W 1lmellness
W lalr
W 1rusLed
W 8ellevable
W Accuracy
W ClarlLy
W 8lased
W 1ells Lhe whole sLory
Medla
W 1elevlslon
W 8adlo
W newspaper
W lnLerneL
W Poardlngs/osLers/Wall palnLlngs
W Word of mouLh
1elevlslon
W enetrat|on
W 1v was vlewed by 798 of Lhe populaLlon
W @ype of news 100 people uses lL for
enLerLalnmenL purpose buL only 30 uses lL
for educaLlonal and oLher news
W @|m|ng 70 prefer Lo waLch lL ln Lhe day and
evenlng Llme
W @|me||ness 80 belleve LhaL lL lack ln Llmellness as lL lacks ln capLurlng
laLesL happenlngs
W a|r 0 people belleve LhaL lL ls noL falr71 people Lhlnk LhaL lL ls
medlum ln falrness
W @rusted 0 people say LhaL lL ls medlum ln LrusL and 1 say LhaL lL ls
noL LrusLworLhy
W e||evab|e 0 say LhaL lL ls medlum ln belleve parL whereas 29 say LhaL
lL ls noL bellevable
W ccuracy 0 people say LhaL lL ls medlum ln accuracy and 1 say LhaL lL
ls noL accuraLe
W |ar|ty 70 say LhaL lL ls medlum ln clarlLy whereas 29 say LhaL lL ls noL
clear
W |ased 80 people say LhaL lL ls medlum ln blasness and 1 say LhaL lL ls
noL blasness
W @e||s the who|e story 70 say LhaL lL Lells Lhe whole sLory Lo some
exLenL29 say LhaL lL does noL Lells Lhe whole sLory
MLDIUM IN kLDIILI@
Newspaper
W Penetration: 70 people uses it
W Gender is important distinguishing Iactor
W 28 out oI total people using paper are Iemale.
W highly correlated with education
W not directly related with income level but indirectly related as income level
indirectly eIIects education
W 100 people uses it Ior entertainment
W 57 uses it Ior educational news
W Timing: 85.7 preIer to read it in the morning hour.
red|b|||ty
W @|me||ness 71 belleve LhaL lL lack ln Llmellness
W a|r 29 people belleve LhaL lL ls noL falr71 people Lhlnk LhaL lL ls medlum ln
falrness
W @rusted 87 people say LhaL lL ls medlum ln LrusL and 1 say LhaL lL ls noL
LrusLworLhy
W e||evab|e 71 say LhaL lL ls medlum ln belleve parL whereas 29 say LhaL lL ls noL
bellevable
W ccuracy 87 people say LhaL lL ls medlum ln accuracy and 1 say LhaL lL ls noL
accuraLe
W |ar|ty 71 say LhaL lL ls medlum ln clarlLy whereas 29 say LhaL lL ls noL clear
W |ased 87 people say LhaL lL ls medlum ln blasness and 1 say LhaL lL ls noL
blasness
W @e||s the who|e story 71 say LhaL lL Lells Lhe whole sLory Lo some exLenL29 say
LhaL lL does noL Lells Lhe whole sLory
NC@ VLk MU kLDIILI@MLDIUM IN kLDIILI@
ord oI Mouth
!0n097,9ion:
W 100 people use it. It is independent oI age, gender, income level and
education
W Typ0 of n08: very type oI news spread through word oI mouth
CREADIBILITY
W Tim0in088: 50 people believe that it is low in timeliness while
50 believe that it is low in timeliness.
W ,i7: 0 people believe that it is medium in Iairness.60 people
think that it is low in Iairness.
W T7:890/: nobody thinks that it is trustworthy
W B0i0;,-0: 10 say that it is medium in believe part whereas 90
say that it is not believable.
W Acc:7,cy: 90 people say that it is low in accuracy and 10 say
that it is not accurate.
W C,7i9y: 100 people believe that it is low in clarity.
W Bi,80/: 100 people believe that it is biased
W T08 90 o0 89o7y: 20 say that it tells the whole story to some
extent.80 say that it does not tells the whole story.
NC@ kLDIILI@
osLers and hoardlngs
W 100 people have seen posters and hoardings.
W Gender is important distinguishing Iactor as level oI literacy is low among
Iemales
W highly correlated with education as uneducated people are rarely using it
W Typ0 of n08: 100 people uses it Ior inIormation regarding coaching
institutes and local rural doctors sometimes products like Iertilizers etc are
promoted with help oI hoardings and posters
CREADIBILITY
W Tim0in088: 100 believe that it lacks in timeliness as it is not important that you
will see the hoarding and posters when required
W ,i7: 0 people believe that it is medium in Iairness.70 people think that it is
low in Iairness.
W T7:890/: 20 people say that it is medium in trust and 80 say that it is not
trustworthy.
W B0i0;,-0: 20 say that it is medium in believe part whereas 80 say that it is not
believable.
W Acc:7,cy: 10 people say that it is high in accuracy and 10 say that it is medium
in accuracy while the remaining 80 believe that it is low in accuracy
W C,7i9y: 10 say that it is low in clarity , 10 say its medium while remaining
80 believe that it is low in clarity
W Bi,80/: 100 people say that it is high in biasness.
W T08 90 o0 89o7y: 100 say that it doesn`t tell the entire story.
LCW kLDIILI@
ln1L8nL1 Anu MC8lLL
W 20 ln peneLraLlon credlble
W Moblle very hlgh ln peneLraLlon buL noL used
as medla
Impact oI Media
W 60 were oI the opinion that the liIestyles oI the present generation had
become somewhat modernized due to the exposure to such media
programmes
W 70 menLloned LhaL medla had a role ln encouraglng glrls' educaLlon wlLh
more glrls geLLlng educaLed ln schools
W 80 were of Lhe oplnlon LhaL medla creaLed awareness poslLlvely
lmpacLed women's empowermenL and encouraged women Lo Lake up
professlonal [obs
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