Utilisation of Communication Channels Among Rural Youth of Udaipur District, Rajasthan
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Date
2019
Authors
Journal Title
Journal ISSN
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Publisher
MPUT, UDAIPUR
Abstract
The present study was conducted in randomly selected four villages of Girwah
panchayat samiti of Udaipur district of Rajasthan state with the objective to study the
utilization of communication channels by rural youth of Udaipur district, to ascertain
the opinion of rural youth regarding communication channels and to identify the
problems faced by the rural youth in utilization of the communication channels. The
sample consisted of 120 rural youth (60 female and 60 male) in between the age
group of 15-24. An interview schedule was prepared by the investigator and interview
technique was used for data collection. Frequency distribution, percentage and mean
percent score were used for analysis of data.
The profile of the respondents reveals that 55 per cent of the respondents belong to
OBC category, 41 per cent of respondents were educated up to senior secondary level.
Nearly 33 per cent had business as their main family occupation and 65 per cent of the
respondents had annual income between less than one lakh. Cent per cent respondents
own mobile phone and more than half of the respondents were the subscriber of
newspaper. Almost all the communication channels were available in the
investigation area except cooperative societies, KVK, e-choupal, youth club, adult
education centre and NGO. Newspaper was utilized the most by the female and male
(84.17%), followed by television (91.53%), mobile phone (91.17%), friends and
family (97.50%), e- mitra (75.83%) and temple (86.55%) as a source of information.
Regarding utilisation of communication channels, frequency of use of communication
channels reveals that cent per cent of the female and male rural youth utilized mobile
phone most frequently, followed by family (94%), television (71%) and newspaper
(62%) whereas majority of the respondents do not utilize brochure, magazine, leaflet,
radio, computer with internet and telephone, ration shops, mahila mandal, SHG,
educational tour, exhibition, meeting and campaign. Majority of the male and female
respondents received information through e-mitra once in a week and more than half
of them visit temple once in a week. Duration of use of communication channels
indicated that 7.83 per cent, 71.67 per cent and 48.33 per cent of male and female
respondents visited temple, newspaper and e-mitra for less than hour and 56.67 per
136
cent and 47.5 per cent of respondents consult friends and television for 1-2 hours.
More than 80 per cent of female and male respondents utilized newspaper, television
(90%) and friends (90.8%) for current issues and crime in society, 66.7 per cent of
them utilized e-mitra for online bill filling, 57.5 per cent of them utilized temple for
religious purpose and 41.7 per cent of them utilized school for getting inspiration.
With regards to preference of use of communication channel newspaper, family and
e-mitra was preferred the most for obtaining general awareness information by 70.8,
55and 42.5 per cent male and female rural youth, respectively. Further, mobile
(90.8%), television (81.7%) and mela (30%) were mostly preferred for entertainment
purpose, school and college for education purpose (22.5-45.8%) and hospital for
health purpose (57.5%).
Overall opinion of the respondents towards communication channel revealed that
majority of the female and male rural youth were in favour that information obtained
through interpersonal channel was more informative, accurate and relevant as
indicated by MPS 65.28, 62.56 and 62.33, respectively than other channels of
communication. Whereas respondents were not in view that information received
through interpersonal channel is authentic (MPS 66.78), reliability (MPS 80.89), can
be trusted (MPS 81.78), precise (MPS 73.33) and provide complete knowledge (MPS
73.33).
Unfamiliar with the formal and informal organisation (88.33%), poor signals of
broadcast media (84.17%), lack of technical guidance of electronic media (83.33%),
Uncertainty/ irregularity of print material (77.50%) and communication gap in
interpersonal channels (51.67%) and were the major problems faced by the female
and male respondents in utilisation of communication channels.
It can be concluded from the findings of the study that majority of the respondents
utilized mobile phone, friends, family, relatives, neighbours, television, temple and
newspaper while other communication channels were least utilized by them.
Respondents had favourable attitude towards informative content, accurate and
relevant information and unfavourable attitude towards authenticity, knowledge,
reliability, trustworthiness and vagueness of the information of various
communication channels. Hence there is a need to increase interaction with rural
youth and provide better facilities to attain information and to make them aware about
different communication channels so that they can seek valuable information from
these channels
Description
“Utilisation of Communication Channels Among Rural Youth of Udaipur District, Rajasthan
Keywords
Citation
Parashar Parashar.