Influence Of Demographic Variables On Choice Of Media

Media is considered to be the fourth pillar of democracy. Mass media in particular has immense potential to shape the attitudes of the common masses. With the passage of time, media is becoming an all-powerful engine of social change. It plays the role a catalyst in churning the minds of the masses. It would not be an exaggeration to say that the news items brought to the knowledge of the public pay a strong role in creating a mandate. People have varied choices when it comes to their media habits. They are greatly influenced by their socio-economic background and educational exposure. This paper aims to identify the influence of demographic variables like gender, age, education and employment status on the choice of media.  The paper also highlights the current and emerging media habits of people.