1Ph.D. Scholar, (Agrl. Extension), Department of Agricultural Extension and Rural Sociology, Tamil Nadu Agricultural University, Coimbatore, (Tamil Nadu), India
2Ph.D. Scholar, (Agrl. Extension), Department of Agricultural Extension and Rural Sociology, Agricultural College and Research Institute, Madurai, (Tamil Nadu), India
3Assistant Professor (Agricultural Extension), Agricultural College and Research Institute, Madurai, (Tamil Nadu), India
*Corresponding Author's Email - Email: arunnpandiyan8542@gmail.com
Online published on 12 July, 2024.
The present study deals with the mass media utilization by rural youth. The rural youth cover about seventy-five percent of the total youth population in India. They are the soul of nation's development. It delivers a need to study about the characteristics of the rural youth. An Ex-post facto research design was adopted for the study. Tirupathi and Kuppam mandals from Chittoor district and Kakinada Rural and Rajahmundry Rural mandals from East Godavari district were selected as they occupy the first two places in the context of rural population of the district. Asample size of 240 was selected for the study. From each district 120 respondents were selected. The study revealed that that three-fourth of the respondents (75.41 %) have medium level of mass media utilization, little more than one-eighth of the respondents (14.17 %) have low level of mass media utilization and only one-tenth of the respondents (10.42 %) have high level of mass media utilization.
Mass Media, Mass Media Utilization, Rural Youth
