WOMEN’S PREFERENCE AND USING MEDIA: A CASE STUDY OF SHADIPUR VILLAGE

Abstract

Media is an important tool for change as it is the most widely used platform for advocating gender equity and women’s rights. One such media is broadcast media, which has been seen as society’s most powerful medium in modern times. It can attract a massive audience through mass communication and have an effect anywhere it can reach, which has now been far and wide.A substantial percentage of viewers are drawn to television in rural areas as varieties of educational, informative, and entertaining television programmes are accessible, which outperforms all other forms ofmass media. As a result of this,women in rural regions enjoy their free time viewing television. Since there are many television programmes available and accessible, rural women decide to choosespecific programmes. They also have a preference for some entertainment genres over others.Based on primary data, the paper examines the preference for various television programmes among married women of Shadipur village. This study also tries to find out the distributions of the respondents according to their television watching habits.