Sociological Impact of Mass Media on Youth with special focus on Internet in Kashmir

Abstract

“Mass media” refers to the forms of communication that reach a large audience. Newspapers, radio, magazines, books, movies, advertisements, television, and the Internet are examples of mass media. In today’s era of information age, the internet stands out as an extraordinary technological innovation. This expansive global network of interconnected computers, predominantly relying on wireless communication systems, provides ubiquitous access to diverse forms of interactive communication, overcoming the constraints of physical distance. It has improved every aspect of human life, including how people work, communicate, conduct business, trade, study, teach, and research. The study aims to explore how media is used and how the Internet affects young people. Purposive sampling was used for the current study. The area of study was Srinagar City, and most participants were students from various educational institutions. The interview schedule method was used for the data collection. The study’s participants comprised 100 respondents between the age group of 15 - 35. The results demonstrate that the Internet has a positive impact, and young people frequently utilize it for academic and educational purposes.