Exposure & Effectiveness of Digital Media Amongst Youth in Mumbai

DOI:10.34047/MMR.2020.7103

Abstract

The rapid integration of digital media into the daily lives of youth has prompted a need to understand its influence and effectiveness in urban centers like Mumbai. This study aims to investigate the patterns of digital media exposure and assess its impact on the youth population in Mumbai. Through a combination of quantitative surveys and qualitative interviews, data was collected from a diverse sample of youth aged 15 to 24 years. The findings highlight the prevalent usage patterns across various digital media platforms and devices, shedding light on the content consumption habits, duration of exposure, and the purposes behind engagement. Moreover, the study explores the perceived effectiveness of digital media in disseminating information, shaping opinions, and influencing behaviors among Mumbai's youth. The implications of excessive exposure, potential benefits, and the role of digital literacy are discussed in the context of the broader socio-cultural landscape of Mumbai. These insights contribute to a better understanding of the complex interplay between youth, digital media, and urban environments, providing valuable guidance for educators, policymakers, and researchers seeking to harness the positive aspects of digital media while mitigating its potential negative consequences.