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Indian Journal of Social Research Vol.56 (2) (Mar - Apr, 2015) (327-331)

PROFILE CHARACTERISTICS OF RURAL WOMEN TELEVIEWERS IN RANGA REDDY DISTRICT OF ANDHRA PRADESH

Manasa Grandhi, M Preethi and R Geetha Reddy
Department of Home Science Extension and Communication Management
College of Home Science, ANGRAU, Saifabad, Hyderabad - 500 030.

Abstract

Rural women are considered as linchpins of total development of India. The rural women, in the present era, play a most challenging role by performing tasks for the socio-economic development of the family. Development is possible only through dissemination of information in the right time through proper channel to the right place with credibility. Public found all these characterstics in television that is so television had gained a special status to the among mass media sources. Ex- Post facto research design was employed and the study was conducted in the Shamshabad Mandal of Ranga Reddy District with a sample. 120 rural women televiewers from the four selected villages. Data was collected with the help of a structured schedule. Results revealed that that majority of the respondents were in middle aged group, illiterates, belonged to nuclear family, with low SES, had medium extension contact, with low mass media exposure and had membership in more than one organization or an office bearer, with medium urban contact.

Rural women are considered as linchpins of total development of India. The rural women, in the present era, play a most challenging role by performing tasks for the socio- economic development of the family. The multifarious tasks of both farm and home have created unprecedented upsurge in the demand for accurate, authentic and timely information. Proliferation of mass media around the world has created unique situation for quick dissemination of information to one and all. Among the different mass-media, television gains a special status. Affordability and availability of the TV sets, potential to communicate to the two sense organs simultaneously made television much easier to enter into the rural communities. Now a day’s it is very difficult to find a home without a TV set it has become an integral part of the human beings particularly for women. It is impossible for the Indian women to live without a TV. Instead of reading news paper, people show interest listen the information from TV while cooking, eating etc, mainly the cable TV had become one our family member (Meera Sravan 2010). The TV had virtually shrunken the world into a global village and exposed the village to global dimensions (Meena & Rekha Bhagat 2011). Today with the development of television network, coverage, affordability it had gained a special status among the public particularly in the rural areas. Hence the present study attempts to find out the profile characterstics of rural women televiewers.

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