Media Usage of Urban and Rural in Nagaland

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Wapangsungla Longkumer, Kushal Kumar R


The variance in adopting innovations can be seen through the consumption of media by Urban and Rural population. The behavior variable among the rural and urban consumers differs in the line of infrastructure, income, lifestyle and interaction. There have been ineffective and counterproductive outcomes in communication system due to the lack of understanding the complexity in social behavior of the end-user consumption pattern (Servaes, 2008). This paper uses qualitative method to examine the difference in use of media by the Urban and Rural population. The study will focus on Nagaland state located in the Northeast of India inhabited by rural population of 71.14% and urban population of 28.86%. Radio being an omnipresent medium of communication is considered to assess the effectiveness of the medium.

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