1. G. Radha, Head & Assistant Professor
&
Jisha.K, Research Scholar

2. Introduction
The media and its use have brought immense change in
the lifestyle of youngsters.
The influence is evident in their dress habits, behavior,
thoughts, values and food habits which finally results in a
change in their culture.

3. Y Coimbatore???
The city is a multicultural society with large Tamil speaking
community.
As the city shares its boundary with Kerala and Karnataka, a
large number of Kerlaites and Kannada speaking people
are also present.
Apart from those, many other people like Badagas,
Rajasthanis and Gujaratis are also found in large number.
The city shares a multi-cultural platform because of the
varied inhabitants.

4. Scope of the study
Media plays a very important role in building a society.
Media has changed the societies of world so much that we
can't ignore its importance.
When it comes to youngsters, they are the future citizens
who have to carry the values and traditions to the
upcoming generations.

5. Sample & Methodology
25 respondents in the age group of 18-25.
randomly selected using convenience sampling technique.
 Intensive interview was carried out by the researchers.

6. RESEARCH QUESTIONS
Does media has an impact on the youngsters?
Does media has an impact on youngsters when it
comes to culture?
Does media has an impact on youngsters when it
comes to lifestyle, food habits and dress habits?
Out of the three media, Television, Internet and Mobile
Phones, which one is being, used the most by the
youngsters?

7. Findings
The study revealed that the priority of media usage
was in the order of mobile phone followed by Internet
and Television.
Most of the respondents agreed that they spend their
time on texting in a span of 1 to 8 hours.
When it comes to following values and traditions of
their ancestors, the respondents agreed that they have
less priority in adapting them.
Some of them told they go to pub/discotheques/night
clubs.

8. Leisure time activities are partying, listening to music
and watching movies with their friends.
Food habits: fast food establishments like Pizza
Hut/Dominos/KFC.
Dress Habits: From traditional dhavani/Saris to tight
jeans and tops.
Get influenced by the celebrities in terms of their
dressings and attitude.

9. ROLE OF MEDIA IN INTER-PERSONAL
RELATIONSHIPS
In an article published in India Today.in, dated July 12,
2009, it was said that marriages are made on TV.
A short clip of the bride will be aired on TV and the bride
is invited to the studio to talk about what she expected
from her life partner. The video will give a complete
picture about the bride and people consider it to be more
informative than a newspaper advertisement.
So Media has changed the traditional form of finding
bride/groom by parents, aunties, uncles or relatives. Just
by participating in the program, anybody can find out
their life partners.

10. Today’s youngsters have their own accounts in
websites like Shaadi.com, Bharatmatrimony and
many other matrimony sites.
Traditional custom of “Swayamvara” has been revived
in the form of selecting the partners from
matrimonial sites as well as from Social networking
sites.

11. Conclusion
All subcultures- indulging in Discotheques/Night
Clubs, Pub culture etc., what we have might become a
dominant culture in the near future.

12. THANK YOU