A Study On The Local Multimedia Consumption And Perception Among Youth In Dakshina Kannada District

Abstract

Media is a communication channel or technology that is used to receive and transfer data or newlineinformation to large groups of people (Albarran, A. B. (2008)). The mass media newlinecommunication industry includes print media, publishing media, news media, photography, newlinefilm, broadcasting (radio and television), digital media, and advertising (McQuail, D. (2015)). newlineLocal Media is a media vehicle, such as newspapers, radio stations, television stations, cable newlinestations, and digital platforms that primarily fulfills the communication requirements of the newlinelocal communities or metropolitan areas in which it is situated (Hobbs, R., and Jensen, A. newline(2009)). Media messages are considered commodities that must be packaged, promoted, and newlinedelivered to target perceptual audiences, some of which are artificially generated, while others newlineare pre-existing due to social and cultural affinities with the media and message content newline(Richardson, K. (2007)). newline