EXTENT OF MASS MEDIA AND SOCIAL MEDIA UTILIZATION AMONG UNDER GRADUATE VETERINARY STUDENTS IN ANDHRA PRADESH

The use of various media by veterinary students as a source of interaction and information is an ever ongoing phenomenon, where as the extent of their usage still remains as a researchable question. Hence, this work particularly examined the extent of mass media and social media utilization among under graduate veterinary students in AP. The study was conducted by ex- post-facto research design with 150 as sample with questionnaire as the measuring instrument. Frequency, total score and rank order were used for data presentation and analysis. The study revealed that nearly cent percent were using traditional mass media to the greater extent while among digital social media, internet surfing, E-mail and what's app are being used by all students as a source of information followed by 98.00% using Face book. These modern technologies can be best utilized when we understand the existing trends in their utilization among the stakeholders.