Mass Media Exposure of the P.G. Students in North-Eastern Hill University of Meghalaya

Abstract

The study was conducted in North-Eastern Hill University (NEHU), Tura campus, and West Garo Hills district of
Meghalaya during the year 2011-2012.Total of the 165 respondents were selected for the present study. Collected data
were tabulated, organized and analyzed for drawing results by using percentage, mean, standard deviation and correlation
co-efficient. Majority (70.30%) of the PG students belonged to middle age (between 22-25 years) group. 43.03 per cent of
the PG students had undergone Certificate course in computer. Majority of the PG students (64.85%) were found to have
urban background and 35.15 per cent of them had rural background. 82.42 per cent of the PG students had medium level of
aspiration followed by high (16.98 %)and only 0.60 per cent of the PG students had low level of aspiration. Majority
(47.88%) of the PG students' fathers were graduate. 46.67 per cent of the PG students mothers had high school education.
It was found that majority (84.24%) of the PG students belonged to nuclear family and only 15.76% per cent of the PG
students belonged to joint family. It could be inferred that majority (64.24%) of the PG students had medium family size. It
has been observed that computer education, background, social participation, level of aspiration, father's occupation and
type of family were positively and significantly correlated to the mass media exposure of the PG students at 0.01 level of
probability. These five characteristics may be termed as good predictors of mass media exposure of the PG students. The
2 R value (0.759) indicated that all the eleven independent variables jointly contributed 75.9 per cent towards the variations
in mass media exposure. The F-value (43.889) was also found to be significant at 0.01 level of probability. On the basis of
the study conducted, it could be concluded that majority of the students had medium mass media exposure computer
educations, background, social participation, level of aspiration and fathers' occupation were the important factors which
have contributed to the mass media exposure of the NEHU students.