Asian Journal of Management.

9(1): January- March, 2018

ISSN 0976-495X (Print) Available online at

2321-5763 (Online) www.anvpublication.org
DOI: 10.5958/2321-5763.2018.00052.5

Vol. 09| Issue-01|

January- March 2018 Asian Journal of Management
Home page www.ajmjournal.com

RESEARCH ARTICLE

Effect of Gender on Media Exposure in Villages – A Case Study of

Kalisindh Thermal Power Project
Ms. Reeta Karra1, Dr. P. N. Mishra2, Dr. Pooja Jain3
1
Assistant Engineer, Service Building, H-I, First Floor, Kalisindh Thermal Power Project, near village Undal,
Rajasthan Rajya Vidyut Utpadan Nigam Limited, Jhalawar - 326023 (Raj) India
2
Professor of Management and Head School of Economics,
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
*Corresponding Author E-mail: reetakarra@yahoo.com, professor_mishra@yahoo.com,
poojaiips@gmail.com

ABSTRACT:
Media plays a very important role in society by creating awareness in people and protects public interest. In the
words of Swami Vivekananda “There is no chance of the welfare of the world unless the condition of women is
improved. It is not possible for a bird to fly on one wing”. It is absolutely true. Condition of women can be
improved by only women empowerment. Now male and female are being treated at equal level in urban areas.
But is it true for rural areas also? The study is an endeavour to find out the reply of this question. This paper
presents the findings. A thermal power plant named as Kalisindh Thermal Power Project is constructed near
village Undal in State Rajasthan. A survey has been carried out on people living in these villages through a
structured questionnaire. Convenience sampling method is used for collection of sample. Frequency, percentage,
simple arithmetic mean and ANOVA are the statistical tools used for the analysis.

KEYWORDS: ANOVA, Convenience Sampling, Media exposure, Social Life.

1. INTRODUCTION: In present scenario time has changed. Women are also

Media creates awareness in public. Media always keep
an eye, if something is going wrong, it protects public
interest. Media exposure helps to everyone in being
updated from around the world. It also keeps connected
everyone from every corner of world. Male or Female
both has equal rights for keeping themselves updated
and connected.In the words of Swami Vivekananda
“There is no chance of the welfare of the world unless
the condition of women is improved. It is not possible
for a bird to fly on one wing”.
Received on 15.12.2017 Modified on 05.01.2018
Accepted on 21.01.2018 ©A&V Publications All right reserved
Asian Journal of Management. 2018; 9(1):337-341.
DOI: 10.5958/2321-5763.2018.00052.5
working as equivalent to men. Media communication
helps them for getting new knowledge; even they are
sitting at their home. People can get news and
information of events happening in any area of world. It
influences their social life in so many ways. Despite of
living at distance people feel closer to each other due to
media communication.
Kalisindh Thermal Power Plant (KaTPP) is constructed
in state Rajasthan. It is located near village Undal
approximately 15 km far from District Jhalawar. Effect
of gender discrimination on media exposure of villagers
living in vicinity of this power plant has been analyzed
in this paper. Johnson (2001) quoted a number of

337
 Asian Journal of Management. 9(1): January- March, 2018
respondents describing changes in gender roles as a
result of television. 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.
2. LITERATURE REVIEW:
Behl (1988) found Television to bring about great
changes in the round of household activities, including
a new definition of the concept of time, alterations in
the appearance of the house and its inhabitants, and an
increased democratization of human relations with
respect to the status of gender and age.
Kottak (1990) reported on the basis of data from
isolated areas in Brazil, and argued that the introduction
of television affected views on gender, having more
liberal views on the role of women at the workplace and
in relationships.
Sen (1992) argued in his paper that there were 41
million “missing women” in India – women and girls
who died prematurely due to mistreatment – resulting in
a dramatically male-biased population.
Mankekar (1993, 1998); Fernandes (2000); Johnson
(2001); Scrase (2002) opined that beyond providing
entertainment, television vastly increases both the
availability of information about the outside world and
exposure to other ways of life. This is especially true
for remote, rural villages; where several ethnographic
and anthropological studies had suggested that
television is the primary channel through which
households get information about life outside their
village.
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 in his article the role of
television in rural life, and the influence it has had on
various social, economic and political processes that
have been revolutionizing the landscape of village India
in recent years. He discussed the unique characteristics
of television that make it an important agent of cultural
change.
338
Scrase (2002) reported that several of his respondents
thought television might lead women to question their
social position and might help the cause of female
advancement. He stated that another woman reported
that, because of television, men and women are able to
“open up a lot more”.
Thomas (2003) stated that the number of television sets
in Asia has increased more than six-fold, from 100
million to 650 million, since the 1980s. In China,
television exposure grew from 18 million people in
1977 to 1 billion by 1995. La Pastina (2004) argued that
exposure to tele-novels provided women with
alternative models of what role they might play in
society.
Jensen and Oster (2007) explored the effect of the
introduction of cable television on gender attitudes in
rural India. Using a three-year individual-level panel
dataset, they found that the introduction of cable
television was associated with improvements in
women‟s status. They found significant increases in
reported autonomy, decreases in the reported
acceptability of beating and decreases in reported son
preference. They also found increases in female school
enrolment and decreases in fertility.
Vigna and Kaplan (2007) observed large effects of the
Fox News channel on voting patterns in the United
States.
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.
Karra ET. al. (2016) analyzed impact of media profile
on villagers‟ social life. They concluded that villages
are partially connected with communication network.
They found that in villages people are dependent on TV
for news and entertainment at home.
3. OBJECTIVES:
The study is focused to a single objective of analysis
the effect of gender discrimination on Media exposure
in villages.
4. RATIONALE:
Male or female both has equal rights to avail facilities
of communication network to keep connected with their
friends and relatives. People living in urban areas are
not conservative, hence very well connected with the
whole world through advance communication network.
But people living in rural areas are how well versed
about communication networks. Kalisindh Thermal
 Asian Journal of Management. 9(1): January- March, 2018

Power Project is constructed near village Undal,  Receive a newspaper at home

Rajasthan. Few more villages are also situated in near  Receive a magazine at home
about area of this Thermal Power Project. No study has  Own TV at home
been carried out to find out effect of gender on media  Own Radio at home
exposure in these villages. This research is to analyze  Availability of FM/MW/SW in Radio
effect of gender on media exposure of villagers living  Internet connection at home
in villages located near to the Kalisindh Thermal Power As the result of Data Analysis following findings have
Project. The researcher has gone through exhaustive emerged:-
amount of literature available related to this field of
study but very little research in this field is carried out 7.1 Effect of Gender on Media Exposure in villages:
till now. This study is an endeavour to plug this gap. Table – 2 and Bar Graph – 1 show that most of
respondents from all five villages, who participated in
5. HYPOTHESIS: this survey, are male. Very few female respondents
Following hypotheses have been framed and tested for participated in this survey. Only 15% females from
the study:- village Undal, 28% females from village Singhania, 7%
H1: “There is no significant effect of gender on females from village Nimoda and 4 % females from
receiving a newspaper at home” village Motipura participated in this survey. No female
H2: “There is no significant effect of gender on participated from village Devri. It infers that still in
receiving magazine at home” villages‟ position of females is backward; they do not
H3: “There is no significant effect of gender on own come in front.
TV at home”
H4: “There is no significant effect of gender on own Table –2: Gender
Name of Village Male (%) Female (%)
radio at home” Devri 100 0
H5: “There is no significant effect of gender on Motipura 96 4
availability of FM/MW/SW in radio” Nimoda 93 7
H6: “There is no significant effect of gender on Internet Singhania 72 28
connection at home” Undal 85 15

6. RESEARCH METHODOLOGY:
The descriptive type of research is used here. A survey
of villagers living in five villages i.e. Devri, Motipura,
Nimoda, Singhania and Undal have been carried out.
During survey information was collected by filling a
structured questionnaire form. All villagers belong
almost from the same background, hence convenience
sampling considered appropriate for selection of
villagers. Reliability analysis was done to identify
internal consistency of the variables. Table -1 shows
Cronbach alpha value of the scale. Which is greater
than 0.7. It shows adequate internal consistency.
Frequency, percentage, simple arithmetic mean and
ANOVA are the statistical tools used for the analysis. Bar Graph - 1: Gender
Table – 1: Reliability Statistics
Name of Village Cronbach Alpha 7.2 Interpretation of ANOVA:
Devri 0.735 Statistical tool ANOVA has been applied on all
Motipura 0.771 indicators considered for Media Exposure in villages.
Nimoda 0.724 The findings and interpretation have been described as
Singhania 0.757
Undal 0.809
under:-

7.2.1 Interaction between Gender and Receiving a

7. DATA ANALYSIS AND FINDINGS:
Newspaper at Home:
Media exposure helps to everyone in being updated
ONE WAY ANOVA for indicator „Receive a
from around the world. Male or Female both has equal
Newspaper at home‟ of „Effect of gender on Media
rights for keeping themselves updated. In this paper our
Exposure in villages‟ is presented as below:
objective is to study effect of gender on Media
exposure in villages. For this purpose following
indicators were considered:-
339
 Asian Journal of Management. 9(1): January- March, 2018

Table 7.2.1 - ANOVA: Receive a newspaper at home It can be observed from the above table that F value of
Sum of Df Mean F Sig. interaction between gender and own TV at home is 2.9
Squares Square
Between 0.009 1 0.009 0.055 0.815 with degree of freedom 1, which is not significant. It
Groups means that there is no significant difference between
Within Groups 40.110 251 0.160 perception of male and female with respect to own TV
Total 40.119 252 at home. In light of this the null hypothesis namely
It can be observed from the above table that F value of “There is no significant effect of gender on own TV at
interaction between gender and receiving a newspaper home” is not rejected. Hence, it may be concluded that
at home is 0.055 with degree of freedom 1, which is not indicator „own TV at home‟ of Media exposure in
significant. It means that there is no significant villages is independent of gender and perception of
difference between perception of male and female with male and female are at par for this indicator.
respect to receiving a newspaper at home. In light of
this the null hypothesis namely “There is no Significant 7.2.4. Interaction between Gender and Own
effect of gender on receiving a newspaper at home” is Radio at Home:
not rejected. Hence, it may be concluded that indicator ONE WAY ANOVA for indicator „Own Radio at
„receiving a newspaper at home‟ of Media exposure in Home‟ of „Effect of Gender on Media Exposure in
villages is independent of gender and perception of villages‟ is presented as below:
male and female are at par for this indicator.
Table 7.2.4 - ANOVA: Own Radio at home
7.2.2. Interaction between Gender and Receiving Sum of df Mean F Sig.
Magazine at Home: Squares Square
Between 0.004 1 0.004 0.375 0.541
ONE WAY ANOVA for indicator „Receive Magazine Groups
at Home‟ of „Effect of Gender on Media Exposure in Within 2.960 251 0.012
villages‟ is presented as below: Groups
Total 2.964 252
Table 7.2.2 - ANOVA: Receive magazines at home
Sum of df Mean F Sig.
Squares Square It can be observed from the above table that F value of
Between 0.002 1 0.002 0.249 0.618 interaction between gender and own radio at home is
Groups 0.375 with degree of freedom 1, which is not
Within 1.982 251 0.008 significant. It means that there is no significant
Groups
Total 1.984 252 difference between perception of male and female with
respect to own radio at home. In light of this the null
It can be observed from the above table that F value of hypothesis namely “There is no significant effect of
interaction between gender and receiving magazine at gender on own radio at home” is not rejected. Hence, it
home is 0.249 with degree of freedom 1, which is not may be concluded that indicator „own radio at home‟ of
significant. It means that there is no significant Media exposure in villages is independent of gender
difference between perception of male and female with and perception of male and female are at par for this
respect to receiving magazine at home. In light of this indicator.
the null hypothesis namely “There is no significant
effect of gender on receiving magazine at home” is not 7.2.5. Interaction between Gender and availability
rejected. Hence, it may be concluded that indicator of FM/MW/SW in Radio:
„receiving magazine at home‟ of Media exposure in ONE WAY ANOVA for indicator „Availability of
villages is independent of gender and perception of FM/MW/SW in radio‟ of „Effect of Gender on Media
male and female are at par for this indicator. Exposure in villages‟ is presented as below:
Table 7.2.5 - ANOVA Availability of FM/MW/SW in Radio
7.2.3. Interaction between Gender and own TV at Sum of df Mean F Sig.
Home: Squares Square
ONE WAY ANOVA for indicator „Own TV at Home‟ Between 0.004 1 0.004 0.375 0.54
of „Effect of Gender on Media Exposure in villages‟ is Groups 1
presented as below: Within 2.960 251 0.012
Groups
Table 7.2.3 - ANOVA: Own TV at home Total 2.964 252
Sum of Df Mean F Sig.
Squares Square It can be observed from the above table that F value of
Between 0.666 1 0.666 2.900 0.090 interaction between gender and Availability of
Groups
Within 57.603 251 0.229
FM/MW/SW in radio is 0.375 with degree of freedom
Groups 1, which is not significant. It means that there is no
Total 58.269 252 significant difference between perception of male and
340
 Asian Journal of Management. 9(1): January- March, 2018
female with respect to availability of FM/MW/SW in
radio. In light of this the null hypothesis namely “There
is no significant effect of gender on availability of
FM/MW/SW in radio at home” is not rejected. Hence,
it may be concluded that indicator „availability of
FM/MW/SW in radio‟ of Media exposure in villages is
independent of gender and perception of male and
female are at par for this indicator.
7.2.6. Interaction between Gender and Internet
connection at Home:
ONE WAY ANOVA for indicator „Internet connection
at home‟ of „Effect of Gender on Media Exposure in
villages‟ is presented as below:
Table 7.2.6 - ANOVA : Internet connection at home
Sum of df Mean F Sig.
Squares Square
Between 0.001 1 0.001 0.0 0.89
Groups 17 6 Society, 23(2), 147-169.
Within Groups 7.747 251 0.031
Total 7.747 252
It can be observed from the above table that F value of
interaction between gender and Internet connection at
home is 0.017 with degree of freedom 1, which is not
significant. It means that there is no significant
difference between perception of male and female with
respect to Internet connection at home. In light of this
the null hypothesis namely “There is no significant
effect of gender on Internet connection at home” is not
rejected. Hence, it may be concluded that indicator
„internet connection at home‟ of Media exposure in
villages is independent of gender and perception of
male and female are at par for this indicator.
8. CONCLUSION AND SUGGESTIONS:
In modern era communication network is necessary to
keep updated and connected people with each other.
The study revealed that Gender has no significant effect
on Media exposure in villages. Thus, we conclude that
Media exposure in villages is independent of gender
and behaviour of male and female are at par in rural
area too.
There is lot of competition in every field of business.
Companies are deriving new offers for attracting the
customers. Communication companies can use these
villages as an opportunity for expending their business
and develop communication network of their
companies. It may help villagers to keep connected
with outside world and communication companies can
get their business.
9. LIMITATIONS OF THE STUDY:
 The study is limited to the villagers living in
villages located near to the Kalisindh Thermal
Power Plant only; therefore findings cannot be
341
extended to other areas.
 Non probabilistic Convenience sampling has been
used for collecting primary data from villagers for
the study and it has its own limitations.
 Results cannot be generalized.
10. REFERENCES:
1. Behl, N. (1988). Equalizing status: television and tradition in an
Indian village. Equalizing status: television and tradition in an
Indian village, 136-157.
2. DellaVigna, S., and Kaplan, E. (2007). The Fox News effect:
Media bias and voting. The Quarterly Journal of Economics,
122(3), 1187-1234.
3. Fernandes, L. (2000). Nationalizing the global': media images,
cultural politics and the middle class in India. Media, Culture and
Society, 22(5), 611-628.
4. Jensen, R., and Oster, E. (2007). The power of TV: Cable
television and women's status in India (No. w13305). National
Bureau of Economic Research.
5. Johnson, K. (2001). Media and social change: the modernizing
influences of television in rural India. Media, Culture and
6. Karra R., Mishra P. N. and Jain P. (2016). Media Exposure
among Villagers with reference to Kalisindh Thermal Power
Project (KaTPP), Jhalawar, Rajasthan. International Journal of
Advanced Research, 4(12), 281-291.
7. Kottak, C. P. (1990). Prime-time society. Belmont, CA:
Wadsworth.
8. La Pastina, A. C. (2004). Telenovela reception in rural Brazil:
Gendered readings and sexual mores. Critical Studies in Media
Communication, 21(2), 162-181.
9. Mankekar, P. (1993). National texts and gendered lives:
ethnography of television viewers in a north Indian city.
American ethnologist, 20(3), 543-563.
10. Mankekar, P. (1998). Entangled spaces of modernity: the
viewing family, the consuming nation, and television in India.
Visual Anthropology Review, 14(2), 32-45.
11. Olken, B. (2009). Do television and radio destroy social capital.
Evidence from Indonesian Villages. American Economic
Journal: Applied Economics, 1(4), 1-33.
12. On Guidelines, I. C. (1995). Guidelines and principles for social
impact assessment. Environmental Impact Assessment Review,
15(1), 11-43.
13. Scrase, T. J. (2002). Television, the middle classes and the
transformation of cultural identities in West Bengal, India.
Gazette (Leiden, Netherlands), 64(4), 323-342.
14. Sen, A. (1992). Missing women. BMJ: British Medical Journal,
304(6827), 587.
15. Thomas, B. (2003). What the world's poor watch on TV. World
Press Review, 50(3), 30-30.
16. Wilcox, K., and Laird, J. D. (2000). The impact of media images
of super-slender women on women's self-esteem: Identification,
social comparison, and self-perception. Journal of Research in
Personality, 34(2), 278-286.