Newspaper Readership Analysis. A research study on newspaper reading behaviour of women

      Аннотация: The readership survey, the study was conducted in hisar city of Haryana state. The objectives of the study were: To categorize rank wise distribution of awareness, credibility and linguistic and conceptual clarity of newspapers as perceived by the respondents, To identify reading frequency, reading response and reading Pattern of the respondents and to analyze the readers? behavior towards “Beti Bachao Beti Padhao”. The total sample constituted 100 women from both the localities. Various socio-personal, economical and communication variables were selected as independent variables. Readership behaviour comprising of reading frequency, reading pattern, reading response was taken as dependent variable. Findings of the personal profile of the respondents revealed that most of the respondents were 41-50 years in age, belonged to high caste, were educated up-to high school/intermediate and were married. Size of family was medium. Most of the respondents had one girl child. Media ownership of respondents was high. Media exposure regarding BBBP issues against print media was cent percent, high in electronic media, and low in social participation in programmes related to BBBP issues.

Ключевые слова: Newspaper, Readership Behaviour, BBBP, Beti Bachao Beti Padhao, WOMEN DEVELOPMENT, Government Programmes and Policies, Print Media