A STUDY OF THE DIGITAL MEDIA CONSUMPTION AMONG INDIAN YOUTHS WITH SPECIAL REFERENCE TO UTTAR PRADESH

This dissertation investigates the patterns and factors influencing digital media consumption among Indian youths in Uttar Pradesh, focusing on how socio-economic, cultural, and educational backgrounds shape their media habits. Employing a mixed-methods approach, the study collected quantitative data through surveys and qualitative insights via interviews, revealing significant trends in media usage, preferences, and the profound impact of digital media on both social interactions and academic performance. The findings indicate that youths from higher socio-economic backgrounds exhibit greater access to diverse digital platforms, which correlates with enhanced academic engagement and broader social networking. Conversely, those from lower socio-economic strata often experience constraints in digital access, leading to limited media exposure and potential academic challenges. The implications of these findings are particularly significant in the context of healthcare, as digital media serves as a powerful tool for health education and awareness among youths, potentially influencing their health-related behaviors. By highlighting the disparity in digital engagement and its subsequent effects on educational and social outcomes, this study contributes to the understanding of digital medias role in shaping health literacy and social equity among Indian youth. Therefore, the research encourages policymakers and educators to develop targeted interventions that leverage digital media to improve health outcomes, particularly for underserved populations, and underscores the importance of equitable access to technology in the evolving landscape of health education.

Research Problem: The aim of this research is to explore the patterns and factors influencing digital media consumption among Indian youths in Uttar Pradesh, addressing the key issue of how socio-economic, cultural, and educational backgrounds affect their media habits to achieve this, quantitative and qualitative data will be collected through surveys and interviews to analyze usage trends, preferences, and the impact of digital media on their social and academic lives.