Affinity of Media: Importance Students Attach to Newspaper, Television and The Internet

Affinity is an Abstract concept in media studies in general. It has been operationalized to measure and relate to other variables so as to delve deep into the question of what people do with a medium in order to gratify their needs. Measuring affinity gives a definite indication as to the importance people attach to media and which medium will dominate the mediascape in a given context and how. The present study, conducted among college-going students of Bangaluru urban and Kolar districts of Karnataka measure affinity they attach to three media: newspaper, television and the Internet. Correlating affinity with variables such as gender, subject of study and place of study further helps in understanding which medium will eventually rule the media scene in future, even as the fear of the demise of traditional media seems far-fetched.