The International Encyclopedia of Media Effects 2016
DOI: 10.1002/9781118783764.wbieme0005
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Media Use:India

Abstract: Indian media and communication research related to use patterns and effects is dominated by market research agencies; this research is focused on counting heads in terms of demographics and psychographics. Social science research in India, however, probes media uses and effects from sociological, psychological, and cultural perspectives. This entry integrates the marketing and social science approaches in order to review research in use patterns and effects of both the traditional mass media and the new social… Show more

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“…News media play a crucial role in enhancing literacy among the public, particularly in developing countries (Molyneux & Momoh, 2018). By providing access to information and knowledge, the media can help improve people's literacy skills, as well as their ability to make informed decisions and participate in civic activities (Kumar, 2017). Despite the fact that Pakistan is not a major contributor to climate change, it is among the top ten countries most vulnerable to its effects, as stated by The Global Change Impact Studies Centre.…”
Section: Introductionmentioning
confidence: 99%
“…News media play a crucial role in enhancing literacy among the public, particularly in developing countries (Molyneux & Momoh, 2018). By providing access to information and knowledge, the media can help improve people's literacy skills, as well as their ability to make informed decisions and participate in civic activities (Kumar, 2017). Despite the fact that Pakistan is not a major contributor to climate change, it is among the top ten countries most vulnerable to its effects, as stated by The Global Change Impact Studies Centre.…”
Section: Introductionmentioning
confidence: 99%