Authors

1. Dr. Desmond Onyemechi Okocha

Affiliation

• President, Institute for Leadership and Development Communication, Nigeria

Abstract

India is a great nation with rich cultural and political history that span thousands of years. The country
has been a major exporter of cultural products around the globe. But there is beginning to be a
paradigm shift in recent time because of the massive influence of the mass media on the youth
population of the nation. The study sought to access media ecology and its influence in redefining the
attitude and perception of students of NIMS University, Rajasthan, India.
Participant observation and focus group methods were used for data collection. The participant
observation span a period of 6 months, December 2016 - June 2017 while the focus group had 20
active participants drawn from among students, lecturers, parents and media experts.
The study revealed that the India is a large media market and the students and youths are major
players in this dynamic market. It was noted that students are directly exposed to media environment
and most have daily access to the media especially the social media.
This paper further confirmed that the interaction between the students and the media ecology has
produced a significant measure of influence on the students' world view. Additionally, the research
did identify the various areas media exposure is influencing the students and went ahead to highlight
the psycho-socio-cultural implications of such influences both at the micro and macro level of
society.
The researcher recommended for more extensive research on media ecology in India covering a
wider geography, demography and time frame.

Keywords

Media Influence, Media Ecology, Students, Perception and Realities.

References

1. Moreno, A., Garrison, P., & Bhat, K. (2017, May). WhatsApp for monitoring and response during critical events: Aggie in the Ghana 2016 election. In 14th International Conference on Information Systems for Crisis Response and Management.
2. Postman, N. (1980). The reformed English curriculum. High school, 160-168.
3. Owusu-Acheaw, M., & Larson, A. G. (2015). Use of Social Media and Its Impact on Academic Performance of Tertiary Institution Students: A Study of Students of Koforidua Polytechnic, Ghana. Journal of Education and Practice, 6(6), 94-101.
4. Nystrom, C. L. (1974). Toward a science of media ecology: the formulation of integrated conceptual paradigms for the study of human communication systems.
5. Moore, T. E. (1992). Subliminal perception: Facts and fallacies. Skeptical Inquirer, 16(3), 273- 281
6. Mehmood, S., & Taswir, T. (2013). The effects of social networking sites on the academic performance of students in college of applied sciences, Nizwa, Oman. International Journal of Arts and Commerce, 2(1), 111-125.
7. Valcanis, T. (2011). An iPhone in every hand: Media ecology, communication structures, and the global village. ETC: A Review of General Semantics, 68(1), 33-45.
8. Frederick, H. H. (1993). Global communication & international relations. Houghton Mifflin Harcourt P.
9. Epstein, R. (2016). The empty brain. Aeon, May, 18, 2016.
10. Choney, S. (2010). Facebook use can lower grades by 20 percent, study says. NBC Bay Area
11. Arora, S. (2015). Social Networking-A Study of Indian Youth. Management Convergence, 5(1&2).
12. McRobbie, A. (2004). Post feminism and popular culture. Feminist media studies, 4(3), 255-264.
13. Graf Von Pueckler, C. (2017). The Internationalization Process of a Leading European Football Club, Master Thesis – Spring 2015.