MEDIA EXPOSURE AMONG VILLAGERS WITH REFERENCE TO KALISINDH THERMAL POWER

Ms. Reeta Karra 1 , Dr. P. N. Mishra 2 and Dr. Pooja Jain 3 . 1. Research Scholar at Institute of Management Studies, Devi Ahilya VishwaVidhyalay, Indore. 2. Professor & Director, Institute of Management Studies, Devi Ahilya Vishwavidhyalay, Takshshila Campus, Khandwa Road, Indore – 452017 (M.P.) India. 3. Asst. Professor, International Institute of Professional Studies, Devi Ahilya Vishwavidhyalay, Takshshila Campus, Khandwa Road, Indore – 452017 (M.P.) India. ...................................................................................................................... Manuscript Info Abstract ......................... ........................................................................ Manuscript History

Media plays a very important role in our life. It keeps connected and updated people living at any corner of world. People can get news and information of events happening in any area of world. Media can help us in our education, entertainment, getting latest information of every corner of world etc. It influences our social life in so many ways. A thermal power plant named as Kalisindh Thermal Power Project is constructed in State Rajasthan. For construction of this power project land of nearby villages viz Devri, Motipura, Nimoda, Singhania and Undal was acquired. Media profile of these villages is to be analyzed to know communication network in villages. A survey has been carried out on people living in these villages through a structured questionnaire to collect information. Convenience sampling method is used for collection of data. Frequency, percentage, simple arithmetic mean and ANOVA are the statistical tools used for the analysis. During land acquisition, land of five villages i.e. Devri, Motipura, Nimoda, Singhania and Undal was also acquired, for which compensation was paid to villagers. A research on socio-economic impact of Kalisindh thermal power project has been carrying out. As a part of this research, impact of media profile on villagers" social life has been analyzed in this paper.
Interorganizational Committee (1995) defined meaning of social impacts as the consequences to human populations of any public or private actions-that alter the ways in which people live, work, play, relate to one another, organize to meet their needs, and generally cope as members of society. The term also includes cultural impacts involving changes to the norms, values and beliefs that guide and rationalize their cognition of themselves and their society. Becker (2001) defined Social Impact Assessment (SIA) as "the process of identifying the future consequences of a current or proposed action which are related to individuals, organizations and social macro-systems". Wilcox and Liard (2000) reported impact of media images of super-slender women on women"s self-esteem. Report was based on women"s emotions on their personal cues. They concluded that some women enjoyed examining media depictions of extremely slender models, while others find such depictions produce feelings of inadequacy.
Johnson (2001) analyzed the role of television in rural life, and the influence it has had on various social, economic and political processes. He concluded social change at both the structural as well as psychological levels and argued that the village audience is an active and vibrant participant in the use of media, which has ramifications for `development' both at the village level and beyond.
Villani (2001) reviewed the impact of media on children and adolescents and concluded the primary effects of media exposure are increased violent and aggressive behavior, increased highrisk behaviors, including alcohol and tobacco use, and accelerated onset of sexual activity.
Vanclay (2002) examined the list of social impact variables given by the Interorganizational Committee for Guidelines and Principles for Social Impact Assessment and found to be inadequate and contradictory. He developed a new listing of 80-odd indicative social impacts reflecting a change from project-based thinking to inclusion of the impacts of policies and programs, from thinking only about negative impacts to including positive benefits, and from thinking about unintended consequences to including intended consequences. He also highlighted the importance of differentiating between social impacts and social change processes.
Tang et al. (2008) examined in their study the current prospects for and obstacles facing the implementation of Social Impact Assessment (SIA) and participatory planning in the People"s Republic of China. They concluded that the poor prospects of SIA and collaborative planning in China lie not only in the weak framework for environmental legislation, but also in all institutions concerning state-society relations, the socialist governing ideology and traditional Chinese culture.
Olken (2009) investigated the impact of television and radio on social capital in Indonesia and found that increased signal reception, leads to more time watching television and listening to the radio, and less participation in social organizations and with lower self-reported trust.
Gwenn et al (2011) stated in a clinical report that engaging in various forms of social media is a routine activity that research has shown to benefit children and adolescents by enhancing communication, social connection, and even technical skills. Because of their limited capacity for self-regulation and susceptibility to peer pressure, children and adolescents are at some risk as they navigate and experiment with social media.
Pokale W. K. (2012) stated the effect of power plants on the socio-economic environment is based on three parameters, viz. Resettlement and Rehabilitation (R & R), Effect on local civic amenities and Work related hazards to employees of the power plants. The development of civic amenities due to the setting up of any power project is directly proportional to the size of the project. The same has been observed to be the highest for the coal based plants followed by the natural gas based plant and lastly the hydroelectric plant. The coal based plant has the highest number of accidents due to hazardous working conditions. Dominguez-Gomez (2016) argued that, in a sociological context of complexity and dynamism, four conceptual elements should underpin approaches to socio-environmental risk and impact assessment in development projects: a theoretical base in actor-network theory; an ethical grounding in values which are internationally recognized (though not always fulfilled in practiced); a (new) epistemological-scientific base; and a methodological foundation in social participation.

Objective:-
This study is depicted to single objective of analysis of Media Profile of villages in the context of their response to KaTPP.
283 Rationale:-Communication network is very necessary to keep connected people with each other. These days everyone is busy in their own life. People don"t have much time to go and visit their friends and relatives frequently. They are connected with each other through only communication network. People living in urban areas are very well connected with the whole world through advance communication network. But who knows about the situation of people living in the villages. Kalisindh Thermal Power Project is constructed near village Undal, Rajasthan. Few more villages are also situated in neighboring area of this Thermal Power Project. No study has been carried out to find out media exposure in these villages. This research is to analyze media profile of villagers living in villages located near to the Kalisindh Thermal Power Project. The researcher has gone through exhaustive amount of literature available related to this field of study but very little research in this field is carried out till now. This study is an endeavor to plug this gap.
Hypothesis:-Following Hypothesis has been framed and tested in the study:-H 01 : "There is no significant difference among the villagers with respect to receiving a newspaper at home". H 02 : "There is no significant difference among the villagers with respect to receiving magazine at home". H 03 : "There is no significant difference among the villagers with respect to own TV". H 04 : "There is no significant difference among the villagers with respect to own radio". H 05 : "There is no significant difference among the villagers with respect to if own radio, FM/MW/SW". H 06 : "There is no significant difference among the villagers with respect to internet connection".

Research Methodology:-
The type of research used here is descriptive in nature. A survey of villagers living in five villages i.e. Devri, Motipura, Nimoda, Singhania and Undal have been carried out by filling a structured questionnaire. Convenience sampling has been used for selection of villagers. As there is not much difference among the profile of villages, the convenience sampling for this particular study is appropriate. Reliability analysis was done to identify internal consistency of the variables. Cronbach"s alpha value of the scale was found to be greater than 0.7. This shows adequate internal consistency. Frequency, percentage, simple arithmetic mean and ANOVA are the statistical tools used for the analysis.       0  100  0  100  Motipura  0  100  0  100  Nimoda  0  100  0  100  Singhania  100  0  100  0  Undal  92  8  92  8   Table -7 shows that Drinking water, Roads, Drainage, Sanitation and electricity are the problems faced by the communities living in these villages. Table 7:-Problems faced by community. Table 7A:-Village Devri.

Problems
Most 287 Table -8A shows that only few people of village Devri receive newspaper at their home and very few people are using radio; it infers that radio is phasing out in villages. Most of people are having TV at their home. Very few people are using internet; it infers that people of village are not aware of internet connectivity and benefits of internet.

Interpretation of ANOVA:-
The ANOVA table is interpreted as below:-Receive a newspaper at home:- Table -9 shows that f value of interaction between the village and receiving a newspaper at home is 7.028 with degree of freedom 4, which is significant at the 0.01 level. It means that there is significant difference in the villagers with respect to receiving a newspaper at home. In the light of this the null hypothesis namely "There is no significant difference among the villagers with respect to receiving a newspaper at home" is rejected. Receive magazine at home:- Table -9 shows that f value of interaction between the village and receiving magazine at home is 0.659 with degree of freedom 4, which is not significant. It means that there is no significant difference in the villagers with respect to receiving magazine at home. In the light of this the null hypothesis namely "There is no significant difference among the villagers with respect to receiving magazine at home" is not rejected. Own TV:- Table -9 show that f value of interaction between the villages and own TV is 5.276 with degree of freedom 4, which is significant at the 0.01 level. It means that there is significant difference in the villagers with respect to own TV. In the light of this the null hypothesis namely "There is no significant difference among the villagers with respect to own TV" is rejected. Further observations from table -10 are as follows: 1. Significant difference is found between the villagers of village Devri and Singhania at 0.05 level. Mean score of village Devri is higher than that of Singhania, so it can be concluded that more villagers of Singhania own TV. 2. Significant difference is found between the villagers of village Motipura and Nimoda at 0.01 level. Mean score of village Nimoda is higher than that of Motipura, so it can be concluded that more villagers of Motipura own TV. 3. Significant difference is found between the villagers of village Motipura and Undal at 0.05 level. Mean score of village Undal is higher than that of Motipura, so it can be concluded that more villagers of Motipura own TV. 4. Significant difference is found between the villagers of village Nimoda and Singhania at 0.01 level. Mean score of village Nimoda is higher than that of Singhania, so it can be concluded that more villagers of Singhania own TV. 5. Significant difference is found between the villagers of village Singhania and Undal at 0.01 level. Mean score of village Undal is higher than that of Singhania, so it can be concluded that more villagers of Singhania own TV. .4655 *. The mean difference is significant at the 0.05 level.
Own Radio:- Table -9 show that f value of interaction between the villages and own radio is 0.444 with degree of freedom 4, which is not significant. It means that there is no significant difference in the villagers with respect to own radio. In the light of this the null hypothesis namely "There is no significant difference among the villagers with respect to own radio" is not rejected.
Table -9 about here (ANOVA: MEDIA PROFILE) If own radio, FM/MW/SW:- Table -9 shows that f value of interaction between the village and If own radio, FM/MW/SW is 0.444 with degree of freedom 4, which is not significant. It means that there is no significant difference in the villagers with respect to if own radio, FM/MW/SW. In the light of this the null hypothesis namely "There is no significant difference among the villagers with respect to if own radio FM/MW/SW" is not rejected.
Table -9 about here (ANOVA: MEDIA PROFILE) Internet Connection:- Table -9 shows that f value of interaction between the village and internet connection is 0.474 with degree of freedom 4, which is not significant. It means that there is no significant difference in the villagers with respect to internet connection. In the light of this the null hypothesis namely "There is no significant difference among the villagers with respect to internet connection" is not rejected.