Impact of Mass Media on Dietary Habits and Food Choices of College-Going Girls in Urban Patna, Bihar

The mass media has become a potent influence on how people behave as consumers, especially young people. In this study, college-going girls in urban Patna, Bihar, examine how the media affects their eating habits and nutritional preferences. Young women's eating habits are greatly influenced by the constant exposure to ads, social media trends, and influencer endorsements brought about by the growing use of digital media. The study looks at how the media can influence people's eating habits, including water intake, fast food consumption, and breakfast-skipping habits, by promoting both good and bad food options. Using a combination of qualitative and quantitative data collection techniques, a mixed-method approach was used. 300 college-going girls participated in a structured survey that revealed information on their media consumption, eating habits, and food attitudes. According to the results, a sizable portion of participants (70 per cent) believe their diet is healthy, yet many also display troubling dietary habits, like a frequent reliance on fast food and snacks. Food choices are also significantly influenced by social media sites like Instagram, YouTube, and WhatsApp, with a noticeable predilection for fast food over healthy options. In order to combat deceptive advertising and encourage balanced meals, the study emphasis the necessity of focused health campaigns and media literacy programmes. To promote making educated food consumption decisions, policymakers, educators, and media outlets must work together. Young people can be encouraged to adopt healthier eating habits and promote long-term well-being by means of responsible media messages and increased nutritional awareness.