AN INSIGHT INTO THE NEW MEDIA CONSUMPTION TRENDS AMONG THE YOUTHS OF INDIA - A STUDY OF NORTH INDIA

This dissertation investigates the emerging trends in new media consumption among the youth of North India, focusing on how demographic factors, technological accessibility, and cultural influences shape their media preferences and behaviors. Through a mixed-methods approach, incorporating quantitative surveys and qualitative interviews, this study reveals several significant findings: the predominant usage of mobile platforms for accessing health-related information, an increasing preference for visual over textual content, and a notable impact of peer influence on media selection.