1

2011-2013

SYNOPSIS ON


A STUDY ON IMPACT OF MEDIA ON SOCIETY

SUBMITTED TO
IPS ACADEMY FOR PARTIAL FULFILLMENT OF THE
CRITERIA FOR THE DEGREE OF MBA.




GUIDED BY: SUBMITTED BY:
TARIKA NANDEDKAR NAVEEN JAYASWAL
IBMR, IPS ACADEMY MBA 3
RD
SEMESTER

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INDEX

Content


Page No.
1. INTRODUCTION 04-05
3. REVIEW OF LITERATURE 06
4. RATIONALE OF STUDY 07

5.OBJECTIVES OF THE
STUDY
08

6.RESEARCH
METHODOLOGY
a. RESEARCH DESIGN
b. VARIABLE TO BE USED
c. SAMPLE DESIGN AND
d. TOOLS FOR DATA
COLLECTION
e. TOOLS FOR DATA
ANALYSIS
09
7. BIBILIOGRAPHY

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8.WEBLIOGRAPHY


11
9.REFRENCE
12


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A STUDY ON IMPACT OF MEDIA ON SOCIETY (SPECIAL
REFERENCE TO ADOLESCENTS)
















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INTRODUCTION
Media (singular medium) are the storage and transmission channels or tools used to
store and deliver information or data. It is often referred to as synonymous with mass
media or news media, Of those media, the most popular ones is Radio, T.V, print
journalism and web/internet . Advertising is another popular and very important medium.
For purposes of the media, youth will be classified in age groups of 13 and 21. But may
refer to a single medium used to communicate any data for any purpose. The beginning
of human communication through designed channels, i.e. not vocalization or gestures,
dates back to ancient cave paintings, drawn maps, and writing.
[4]
The term "media" in its
modern application relating to communication channels is traced back to its first use as
such by Canadian communications theorist Marshall McLuhan, who stated in
Counterblast (1954): "The media are not toys; they should not be in the hands of Mother
Goose and Peter Pan executives. They can be entrusted only to new artists, because they
are art forms." By the mid-1960s, the term had spread to general use in North America
and the United Kingdom. While it could be argued that these "Epochs" are just a
historian's construction, digital and computer communication shows concrete evidence of
changing the way humans organize. The latest trend in communication, termed smart
mobbing , involves ad-hoc organization through mobile devices, allowing for effective
many-to-many communication and social networking.
Types of media: Media (communication), tools used to store and deliver information or
data-
Advertising Media : Advertising or advertizing is a form of communication for
marketing and used to encourage, persuade, or manipulate an audience (viewers, readers
or listeners; sometimes a specific group) to continue or take some new action. Most
commonly, the desired result is to drive consumer behavior with respect to a commercial
offering, although political and ideological advertising is also common. In Latin, ad
vertere means "to turn the mind toward. The purpose of advertising may also be to
reassure employees or shareholders that a company is viable or successful. Advertising
messages are usually paid for by sponsors and viewed via various traditional media;
including mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such as blogs, websites
or text messages.
Broadcasting Media : Broadcasting is the distribution of audio and video content to a
dispersed audience via any audio or visual mass communications medium, but usually
one using electromagnetic radiation (radio waves). The receiving parties may include the
general public or a relatively large subset thereof. Broadcasting has been used for
purposes of private recreation, non-commercial exchange of messages, experimentation,
self-training, and emergency communication such as amateur (ham) radio and amateur
television (ATV) in addition to commercial purposes like popular radio or TV stations
with advertisements.
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Electronic Media :Electronic media are media that use electronics or electromechanical
energy for the end-user (audience) to access the content. This is in contrast to static media
(mainly print media), which today are most often created electronically, but don't require
electronics to be accessed by the end-user in the printed form. The primary electronic
media sources familiar to the general public are better known as video recordings, audio
recordings, multimedia presentations, slide presentations, CD-ROM and online content.
Most new media are in the form of digital media. However, electronic media may be in
either analog or digital format. Example: television, radio, telephone, desktop computer,
game console, handheld device.
News Media: The news media are those elements of the mass media that focus on
delivering news to the general public or a target public. These include print media
(newspapers, newsmagazines), broadcast news (radio and television), and more recently
the Internet (online newspapers, news blogs, etc.).
Print Media: Printing is a process for reproducing text and images, typically with ink on
paper using a printing press. It is often carried out as a large-scale industrial process, and
is an essential part of publishing and transaction printing.
Social Media : social media refers to the means of interactions among people in which
they create, share, and exchange information and ideas in virtual communities and
networks.
[1]
Andreas Kaplan and Michael Haenlein define social media as "a group of
Internet-based applications that build on the ideological and technological foundations of
Web 2.0, and that allow the creation and exchange of user-generated content.
[2]

Furthermore, social media depend on mobile and web-based technologies to create highly
interactive platforms through which individuals and communities share, co-create,
discuss, and modify user-generated content. It introduces substantial and pervasive
changes to communication between organizations, communities and individuals.












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REVIEW OF LITERATURE

Debbie Naigle Educational Communications and Technology University of
Saskatchewan
February, 2005 Research shows that media play a dominant role in influencing females
perceptions of the world around them, as well as helping them to define their sense of
self. This paper examines the influence that media has on adolescent females feelings
towards their place in society, sexuality, self-esteem and body image. Areas for future
research and possible solutions to some of the problems mentioned are also addressed.
Dill and Thill (2008) conducted a research study that shows violence and sexually
unambiguous content were linked to violence and sexual interactions in youthThe article
states that female video game characters are more likely than male characters to be
portrayed as sexualized (60% versus 1%), scantily clad (39% versus 8%) and as showing
a mix of sex and aggression (39 versus 1%).
The Parents' Music Resource Center, a nonprofit group organized to address the issue
of lyrics that "glorified graphic sex and violence and glamorized the use of drugs and
alcohol," distributed an information packet that included a list of recent releases with
graphic, violent, and explicit lyrics. Almost all of the songs listed are by heavy metal or
rap groups (Took & Weiss, 1994).
E.W. Austins Research for Media Literacy and Preventive Methods E.W. Austin
conducted research with conclusions that can confidently show what media literacy has
promise as part of a sex education program by providing adolescents with a cognitive
framework necessary to understand and resist the influence of media on their decision
making concerning sex (2008).
Shiffman and Kanuk (2004) explain the meaning of consumer behavior as the
behavior that consumer behave in the form of acquiring, buying, using, evaluating, or
consuming product, service and idea to fulfill own need, and be the study of the decision
making of consumer in spending resources, both money ,time and power for consuming
products and services that included (1) what to buy, (2) why to buy, (3) how to buy, (4)
when to buy, (5) where to buy, and (6) how often to buy.
According to Liebeck (1998) teenagers are now more knowledgeable. They are truly the
internet generation, and get their news and information primarily from television. The
television medium is the most attractive and important place to advertise. Most of the
young people remain glued to the television and enjoy what they see. As a wide range of
products and services are consumed or used by children, many companies tend to target
them (Chandok, 2005).
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RATIONALE OF STUDY
In today's modern society media has become a part and parcel of our life. Its duty is to
inform, educate and entertain. It is considered as the 4th pillar of our society. Media plays
a very important role in the building of a society. But it has negative impact also.
With the help of study we should find out the impact of media on youth . media largely
influence the decision of youth. Its affect the behavior of youth .
for example: Research on violent television and films ,video games and music reveals
unequivocal evidence that media violence increase the likelihood of aggressive violent
behavior in both immediate and long-term context.














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OBJECTIVES OF THE STUDY
To study the positive impact of media on adolescents.

To study the negative impact of media on adolescents.


To study about Negatives of Social Media Marketing.

To study about impact of media on behavior and decision of youth.
















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RESEARCH METHODOLOGY

RESEARCH DESIGN:
The study will be Descriptive in nature which uses a set of scientific method and
procedures to collect raw data and create data structures that describe the existing
characteristic of a defined target population.

SAMPLE:
Sample size 100
Location - Indore
Sampling method - random sampling

TOOLS FOR DATA COLLECTION:
The data will be collected from both the sources primary sources and secondary sources.
Primary sources-
The research will be done with the help of questionnaires. The questionnaire will be
designed after taking all the important attributes that contributes to the opinion and
perception of people towards the impact of media on youth.

Secondary sources-
Secondary data will be gathered from renowned E-databases, newspaper, books and
blogs etc.

TOOLS FOR DATA ANALYSIS:
Appropriate statistical tools will be used .








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BIBLIOGRAPHY
Social Impacts of Digital Media(Justin Healey)
A Study on the impact of social networking sites on indian youth. (Dr. M. Neelamalar &
Ms. P. Chitra.)
Media and Youth: A Developmental Perspective(Steven J. Kirsh)
Media And Youth(Anjali Pahad Et Al.)


















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WEBLIOGRAPHY
Stydymood.com
blog.wisdomjobs.com/social-media-and-its-impact-on-youth
http://colleges.papyrusclubs.com/sipuc/voice/impact-media-youth
http://smallbusiness.chron.com/negative-effect-social-media-society-individuals-
27617.html
en.wikipedia.com/
http://www.inprofiledaily.com
http://www.slideshare.net/ChanniKhabra/impact-of-media-on-indian-society
http://www.tandfonline.com/doi/abs/10.1080/10410230802342135#.UYngzsqLQqY













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REFERENCE
http://dictionary.reference.com/browse/media
Austin, E.W. et al. (2008). Effects of a Peer-Led Media Literacy Curriculum on
Adolescents' Knowledge and Attitudes Toward Sexual Behavior and Media Portrayals of
Sex. InHealth Communication, 23(5), 462 472. Retrieved September 11, 2010 from
http://www.informaworld.com
Dill, K. & Thill, K. (2007). Video Game Characters and the Socialization of Gender
Roles: Young Peoples Perceptions Mirror Sexist Media Depictions.
http://www.springerlink.com/content/d7667776258nt866
Eco, Umberto (1967) Per una guerriglia semiologica (English tr. Towards a
Semiological Guerrilla Warfare) first given as a lecture at conference Vision '67 in New
York.
The Century Dictionary Online