ISSN - 0076-2571 EDITOR - DR. DEEPAK J. TILAK EXECUTIVE EDITOR DR. GEETALI TILAK MAY - 2018 EDITORIAL ADVISOR PRICE - 50 RS/- RAMDAS NEHULKAR Editorial Research entails both reading and writing. These two literacy functions help enable computation and comprehension. Without these skills, it is less likely for anyone to appreciate and get involved in research.Finding reasons why research is important seems like a no-brainer, but many people avoid getting involved in research. The lazy, if not mentally drained, student could say, "Not again." And a dis- interested academic could just be doing it for promotion purposes. Yet, for those who like to learn - whether or not they are members of a learning institution - doing research is not just an imperative, but a need.A research is a tool for Building Knowledge and Efficient Learning. In Mahratta we focus on multidisciplinary topics to Understand Various Issues. This issue of Mahratta focusses on mass com- munication and nursing. Executive Editor 1 CONTENT AGENDA-SETTING THEORY AND THE ROLE OF MEDIA IN SHAPING PUBLIC OPINION...... DR. GEETALI TILAK.............3 "TO ASSESS THE KNOWLEDGE AND PRACTICES OF HOUSE- HOLD ............DR. MRS. MADHURI SHELKE.....,,,,,,,,,,,,,,,,,,,,,.20 CLINICAL INSTRUCTOR, TILAK MAHARASHTRA VIDYAPEETH, ..DR.MRS. VIDYA VIJAY KADAM.......,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,...24 TELEVISION, A MEDIA FOR ISL............ DEBAHUTI CHAKRABORTHY VRUSHALI PHATAK...,,,,,,,,,28 IMPACT OF YOUTUBE ON TELEVISION AUDIENCE.... DR . HEMANT MORE.RAMDAS NEHULKAR.............,,,,,,,,,....43 IMPACT OF DIGITAL TECHNOLOGY ON PRINT MEDIA.... ..... Ms. Rashmi Dongre .... Mr. Dheeraj Singh ...................58 Publisher Tilak Maharashtra Vidyapeeth Vidyapeeth Bhavan, Gultekdi, Pune - 411037. ISSN - 0076-2571 © All rights reserved. No part of this book may be reproduced in any manner without written permission. Year of Publication - MAY 2018 Printer Kesari Mudranalay 568, Narayan Peth, Pune - 411 030. Price - Rs. 50/- 2 AGENDA-SETTING THEORY AND THE ROLE OF MEDIA IN SHAPING PUBLIC OPINION Dr. Geetali Tilak Pro-Vice Chancellor, Tilak Maharashtra Vidyapeeth, Pune-37 [email protected] 9422029039 delivering it. Agendas of media are Abstract affecting their audience, particularly Agenda setting theory doesn't neces- by shaping the political reality. Within sarily tell people how to think but the era of the internet, the distribution what they should think .In choosing of news isn't any longer restricted to and displaying news, editors, news- one area. The rising of technology room staff, and broadcasters play an enhances the speed of data exchange important role. Readers or viewers and also the distribution of news. The learn not only about a given issue, but influence of agenda-setting becomes also how much importance to attach more significant. To explore the to that issue from the amount of infor- impacts of agenda-setting, I have mation in a news story and its posi- explored two cases , Ganpati and tion. Millions of people depend on Ramajas college dispute , to find why traditional media and news channels average audiences tend to associate for information , Hence we often media coverage of news with the wonder how much media actually importance of news. shapes the society's perception , Keywords: Agenda-setting, Media, where in few cases media filters and Determinants, Political reality , shapes the reality rather than simply reporting Methodology Hypothesis 3 Introduction lots of thorough study in 1972. They 1.1 The Seeds of Agenda-Setting interviewed registered voters through- Aware of this relationship between out the 1968 presidential election and press coverage and public concern, discovered what these people thought researchers Maxwell McCombs and were the foremost necessary problems Donald Shaw, in their presently with the day. They analyzed native known city study, having studied the and national media coverage of the 1968 political campaign, received a election, quantifying the relative proposition that claims /'people learn attention given to such issues as pub- from the media what the vital prob- lic welfare, civil rights, policy, policy, lems are." (McCombs & Shaw, and the war in Vietnam. Further, they 1972, 176) made a combination from a smaller Whereas McCombs and Shaw intro- sample of the activity of attention to duced agenda-setting as a media per- the various issues. They found corre- form with The 1972 study in city, lations between pubic ordering of North Carolina, this idea began a lot problems and media coverage and of earlier. With Public Opinion in concluded this provided proof of 1922, conductor Lippman projected media agenda-setting. that people aren't able to deal effec- 1.2 Statement of Problem tively With the vary and subtlety of The agenda setting theory of the their environments. Most of the folks media is affecting the perception of are protected against their Own sur- the audience. roundings by elites. These elites, or The author has taken 2 cases to media representatives, interpret the analyse how the agenda setting theory motives and beliefs of politicians. has affected the public opinion of the (Baran and Davis, 1995, 232) several audience. In the case of Ramjas decades later, Benard Cohen enlarged College on 21st February a guest lec- this notion once he aforesaid, "The ture of Umar Khalid was arranged press is significantly more than a pur- and a stone was thrown and a dispute veyor of information and opinion. It was created between two groups may not be successful much of the AISA and ABVP which was portrayed time in telling people what to think, in different angles by different chan- but it's stunningly successful nels. Similarly in case no 2 of Ganpati In telling readers what to think . The issue of festival was kept aside about." (Cohen, 1963, 13) His find- and the people involved were trying ings became the thought to increase their importance. Bhau For what we presently call the agen- Rangari and PMC had their own da-setting function of mass media. interests in initiating the 125yrs cele- McCombs and Shaw expressed bration of Ganpati Festival 2017 in Cohen's theory by presenting their Pune which diverted the attention of 4 the audience. CAG reports, Parliamentary proceed- ings or the particular orders of judges. 1.3 Review of literature Everything is managed is what is the Gupta Shekhar , veteran and Media current mentality. The dark aspect of critic Ninan Sevanti (2011) have said agenda setting is that it's diode to mob in their interview about agenda setting mentality of the worst kind. in media that Agenda setting has Agenda setting is largely deciding that helped to strengthen media influence problems ought to become a theme of for instance Campaign against corrup- public discourse by selecting them up tion overall, strengthens media influ- to run stories, or that includes TV dis- ence. In any case, if you're conscious cussions on them. of fine agenda setting, you're guaran- Dark isn't a useful word during this teed to build a trial in strengthening context, there's a negative aspect nor- media's positive influence on the soci- mally that is that the agenda setting ety at massive. Campaign for gender that TV news will, as an example, is equality has been terribly effective, in line with the sort of audiences that was smart agenda setting. advertisers wish to achieve and there- Campaigns for attainment and educa- fore the superficial issues they could tion area unit example of fine agenda have. Resistance topics area unit setting. Campaigns for RTI (Right to picked up, and queries area unit Information), or good use of RTI by expose during an approach that sets journalists is sweet agenda setting. All the agenda. Agenda setting will of this helps a good deal in strength- increase the divide between the privi- ening positive media influence. leged and therefore the less therefore, In Agenda setting theory people fol- by not specializing in the latter, low media blindly. News channels except maybe at election time. You area unit following AN approach to set agenda by the approach you pitch news thinking they're running when a difficulty, and conjointly by the very their shoppers. However all have their fact that you simply select to not balance sheets obtaining affected. acquire a difficulty, in camera closely- There is not any English news chan- held TV channels scale back their nel during this country which does daily report on the state of nation dur- not build a minimum of half-hour of ing a sense by selecting on one topic its turnover as loss. No matter they're which will sell and staying with carrying as news is being done due to through a lot of clock time. the intellectual vacuum, due to their Regular observation of what the inability to require a deep breath and media covers and what it does not, notice that it is not operating. No one once tabulated, analyzed and fed back reads the fundamental documentation to the media, would facilitate them that is popping out of those scams, see however huge a phase of the pop- 5 ulation they skip after they project tion of who sets the agenda, The gov- problems and issues on TV or in print. ernment thinks it ought to set the English news magazines' cowl stories agenda and media ought to report and are a decent example of agenda set- therefore the latter thinks that it sets ting. However poor governance the agenda, he added.. affects normal folks on usual needs National Media- thus called? Despite coverage, researching and regular pre- the signs of associate uncommon senting. It'd build the govt way more monsoon trickling in step by step, the responsible if that were done. dearth of correct coverage LED to Discovering some rubbish that Mani irreversible harm within the floods Shankar Aiyar might have verbalized that raked metropolis in Gregorian regarding Ajay Maken's faculty are a calendar month 2015.