Mass-Media Exposure in Lawngtlai District, Mizoram

Mass-media plays asignificant role in the developmentof contemporary society. It attracts, encouragesand shapesmatter of public opinion and belief which influences behavior, confers status, legitimacy and structures perception of reality. The present paper analyzed mass-media exposure in Lawngtlai district at the level of village, intra and inter block with the help of simple statistics like Z-score techniques, Principal Component Analysis and Factor Analysis. Primary data was collected from 1,678 households (25 per cent) of 20 selected villages and town in four rural development blocks using stratified sampling techniques. ArcGIS was also employed for choropleth mapping. The study reveals that the administrative centers and it adjacent areas scores higher value than the periphery areas due to geographical, historical and political factors.