AN INSIGHT INTO THE NEW MEDIA CONSUMPTION TRENDS AMONG THE YOUTHS OF INDIA - A STUDY OF NORTH INDIA

This dissertation investigates the emerging trends in new media consumption among the youth of North India, focusing on how demographic factors, technological accessibility, and cultural influences shape their media preferences and behaviors. Through a mixed-methods approach, incorporating quantitative surveys and qualitative interviews, this study reveals several significant findings: the predominant usage of mobile platforms for accessing health-related information, an increasing preference for visual over textual content, and a notable impact of peer influence on media selection. These trends highlight a critical shift in how young individuals engage with health-related narratives and seek healthcare information. The significance of these findings lies in their implications for healthcare communication strategies; tailored and engaging content delivered through popular new media channels could potentially enhance health literacy among youth. Furthermore, this research underscores the importance of understanding the role of technology and culture in shaping health behaviors, suggesting that healthcare practitioners and policymakers should leverage these insights to design effective interventions and outreach programs. By addressing the complexities of media consumption patterns among the young population, this study not only contributes to the academic discourse on new media and health communication but also provides practical recommendations for improving public health engagement in a rapidly evolving digital landscape.