Media and Youth Audience – A Comprehensive Review

Main Article Content

Velita Sibon Lobo
K. Shivshankar Bhat

Abstract

Purpose: Media is the plural version of medium, which in general refers to any channel of communication. An audience is defined in media studies as any group of individuals who consume media information, not just those who are in the same location at the same time. Today, media influence is so powerful that it may easily influence people both positively and negatively. We also live in a society that is heavily reliant on media for information and entertainment. The nation’s future is determined by the caliber of its youth. Youth can make a significant contribution in every field. However, new research indicates that youth media creation has the potential to improve young people's relationships with the media in ways that benefit media institutions, youth themselves, and, eventually, our democracy. Hence it’s very important to study the interrelationship between media and the youth audience.


Methodology: This review paper examines the relationship between the media and youth using secondary data from journal papers and scholarly research publications.


Findings: Research has shown that the media has an impact on the physical, mental, and emotional health of youth in both positive and negative ways. Studies show that the media has influenced young people’s suicide inclinations. It has been discovered that the youth were enticed to attempt sex, smoking, alcohol, and other narcotics, and subsequently became addicted. According to research, the media has an impact on youth political and religious participation. According to the research, media has influenced the lifestyle of youth. The studies have revealed that media has increased cybercrime in youth. It has been discovered that the majority of young people accept media content without questioning its veracity.


Originality/value: This research explores the relationship between the media and the youth audience, which covers youth perception, media participation, and the influence of media on the youth.


Paper type: Review Paper

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How to Cite
Velita Sibon Lobo, & K. Shivshankar Bhat. (2022). Media and Youth Audience – A Comprehensive Review. International Journal of Case Studies in Business, IT and Education (IJCSBE), 6(2), 213–248. https://doi.org/10.47992/IJCSBE.2581.6942.0192
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