Media, Youth and Values

The book comprises of recently undertaken research papers of teaching faculty and researchers from various Universities and colleges in India on the topic, Media, Youth and Values. Almost all the papers are based on meticulously carried out empirical research. The research findings reflect the socio-economic forces that have encouraged the growth of media of communication and the increased competition among media for advertising revenue. In addition media today focus on the audience fragmentation as they are divided into different groups. The mass media today need information about the consumers changing values, tastes and trends in lifestyles. Since the new media technologies have been adopted and integrated into the daily lives of an increasing number of young people there is an urgent need to study the influence of the new media on the activities, social relationships, and the world views of younger generations. Debates about whether media technologies shape values, attitudes and patterns of social behavior are not new but at the same time there is a greater need to study the values, attitudes and behaviour of youth activity in a media-rich environment.