INTRODUCTION:

India is a vast country. Which shows unity in diversity. Here people of different religions, languages, regions and cultures live together. Among the various groups found in the Indian population, a large group is tribal. In the Indian social system, those who are considered socially, economically, politically and educationally backward include the tribal caste.

The word “Tribe” is used in English for tribal group. Some call it Aadim Jati in Gujarati. The Gujarat University published a glossary of terms – Sociology (1958:28) which translates the word “Tribe” as a primitive caste. The Government of India Act of 1935. uses the term backward castes. The Indian Constitution of 1950 continues a minor change in the 1935 Act. It gives the President the power to designate a Scheduled Tribe instead of Backward. The Scheduled Tribes are defined in Article 366(25) of the Constitution. Different thinkers have defined the tribal caste in different ways. Dr. Verrier Elvin has defined the people of the tribal caste as “original natives”. Dr. Ghurye calls them Backward Hindus. Kakasaheb Kalelkar has given them the term Girijan. Others call them Vanvasi, Bhumijans, Adivasi. Initially, these people were called Kaliparaj.

The present era is known as the era of knowledge and information. Mass media has had such an impact on the people of every society that it is difficult to imagine what the situation of the public would be like in its absence. Mass media like newspapers, magazines, newspapers, magazines, radio, books, films, television, smartphones and the Internet etc. have had a profound impact on today's human life. Modern mass media has reached a wider audience than traditional media. Through mass media, a person gets so much information that as a result, it is no exaggeration to call the present era the era of knowledge.

In the present-day mass media, mainly electronic (electronic) media has become a part of the entire social system, and through the process of mass media, the concepts of scientism have started entering the Indian society at a rapid pace. Mass media is no longer a means of personal communication like telephone, telegram, post, but a medium that affects the mind of the group. The process of delivering a specific message to a large and diverse audience living in different places at the same time is called mass communication and its tool is mass media.

Smartphones have produced revolutionary effects in Indian society. In the present day, its currency and influence are increasing day by day, especially in the youth. Today's youth have become accustomed to technology. They are constantly connected to electronic media to complete their work quickly. Tribal youth use social media to exchange their messages, to get any information and to save time. In addition, tribal youth use social media not only to get information, but also for their entertainment and time pass. Mass media is known as Mass Media in English. ‘Mass’ is a word used for more than one person, which is known as the words of sociology, group, crowd, gathering, etc. While the word Media is considered as a tool that acts as a bridge between two individuals, groups or groups. Which is known as the words of sociology, mediator, mediator, mediator, etc.

Mass media are of two types. Printed media and electronic media. Through various types of mass media, youth not only get convenience and entertainment information, but also some effects of such communication media on tribal youth are seen, which can be positive or negative. Such effects are seen not only at the individual level but also at the collective level. The way in which youth use mass media is seen to have effects on their family life, personal life, social relationships, socialization and education.

There are two types of mass media. Printed media and electronic media. Through many types of mass media, youth not only get convenience and entertainment information, but also some effects of such communication media on tribal youth are seen, which can be positive or negative. Such effects are seen not only at the individual level but also at the collective level. The way youth use mass media has an impact on their family life, personal life, social relations, socialization and education.

Youth using smartphones are seen giving more importance to the relationships formed through media than their family relationships. The kind of videos and action movies that youth watch through mass media have an impact on their psyche. Also, the scenes shown in the film create a desire for a luxurious, happy life, which is seen to have an adverse effect on the personal life and social life of the youth.

Social media not only has negative effects but also positive effects. People are connected to each other through social media. Anyone can get information about the happenings in the world by sitting at their home and using the internet at their fingertips. In ancient times, telegrams and mail were used to exchange messages. Which was a very slow process, while now it has become easy and fast to send or receive messages through e-mail. Today's youth are associated with media like Facebook, WhatsApp etc. Young people can easily get new contacts. They can also send pictures, videos, messages. Now even political parties have started using social media for propaganda. The talk about the impact of mass media on the youth and the changes in the tribal does not stop here. As social media develops day by day, its effects and influence also increase. Most of the work required by the youth is completed through social media. Tribal youth use such media as per their expectations. It is important to know how youth and mass media interact with each other. Social media has created a new media culture. It has created a new youth world that uses those media. Along with this, new effects have also been born which need to be examined from a sociological perspective.

RESEARCH QUESTION:

“Impacts of Mass Media on Tribal Youth” - A Sociological Study (With Reference to Kadana Taluka of Mahisagar District)

OBJECTIVES OF THE STUDY:

To complete any work systematically, it is necessary to first plan the objectives. Here, the objectives have been set according to the subject of the study.

⮚ Among the effects of mass media on different aspects of tribal society, the main objective of the present study is to see how its effects and changes are coming on tribal youth.

⮚ The objective is to see how tribal youth and mass media are related to each other.

⮚ The objective is to see to what extent the present study can prove useful from a sociological perspective.

⮚ The aim is to examine to what extent youth are effective or useful in giving impetus to the innovations made in mass media.

⮚ The purpose of the present study is to show a sociological perspective on how and to what extent the role of mass media in the life structure or lifestyle of the youth.

HYPOTHESIS:

It can be known which media of mass media tribal youth used in the past and which media they use in the present time, information can be obtained about which media is bringing about more change in tribal society.

Information can be obtained about why the use of smartphones has increased for tribal educated youth.

FIELD OF STUDY:

To conduct any social research work, it is essential to determine the field of study according to your subject. Only by choosing a specific field of study can social research be carried out easily and accurately. In the context of the present study “Effects of mass media on tribal youth”, educated youth will be considered. Youth study in different educational fields. Here, the aim of this study is to obtain reliable and easy-to-understand information about the study, “Impact of Mass Media on Tribal Youth” (with reference to Kadana Taluka of Mahisagar District).

RESEARCH METHODOLOGY:

Social research is research based on a specific methodology. Some methods and techniques are used in research for data collection and analysis. The researcher has to collect the necessary information according to the research topic. Primary information has been obtained in it. Here, research techniques have been used to obtain information.

In the present study, information has been collected from the respondents through a random sampling method in the villages of Kadana taluka of Mahisagar district through a visit schedule. Mota Padadara, Jambunada, Nindaka, Rakakot, Pacher, Ditwas, Bachkaria, Dedawada, Agarwada and Bhagaliya villages have been included. 80 respondents have been selected from these villages.

VISIT SCHEDULE:

A visit schedule has been used to obtain primary, family, social, economic information of the respondents. To obtain information from the respondents according to the subject, a visit schedule has been prepared by conducting fieldwork. Through this method, the research is to observe the research topic, take note of the information coming from the research through observation. In which the information about the entire lifestyle, as well as daily events, is obtained by observing it closely and purposefully.

IMPORTANCE OF THE STUDY:

There are some specific purposes behind the topic chosen for each research. The importance of the study is determined based on these purposes. The research is theoretical or practical. Therefore, it has theoretical or practical importance. The present study also has special importance. Which is shown as follows.

⮚ Since the present study is of the tribals of Gujarat, the study can get an idea of the challenges faced by the educated tribal youth of rural areas.

⮚ The present study can be useful in formulating policies on tribal education. By knowing the economic and educational situation of tribals, an estimate of their economic and educational development can be obtained.

⮚ This study can also be useful for a comparative study of tribals and non-tribals. It can be useful to know what kind of mass media are used by tribal and non-tribal youth as well as youth from rural and urban areas and what kind of change has come about in them.

⮚ This study can be useful to see to what extent youth can prove useful in giving impetus to the innovations made in mass media.

⮚ It can be known how and to what extent the role of mass media is in shaping the lives of youth and in their lifestyle.

LIMITATIONS OF THE STUDY:

Since youth give more priority to mass media, especially smartphones or the internet, it will take more time to get the answer. What views and attitudes modern youth have regarding mass media and apart from this, what changes have taken place in other societies due to the limited area is a limitation.

Since the area of the present study is a tribal area, it is remote and therefore there are limitations in terms of time, money and transportation etc.

Looking at the above table number 1, it is seen that the proportion of male respondents is particularly visible. Which is 55 (68.75%). While the proportion of female respondents is 25 (31.75%). Examining the age group of respondents, it is seen that 30 (37.50%) of the highest number of respondents are from the age group of 18 to 25 years. While the respondents in the age group of 26 to 30 years are 26 (32.50%). While 24 (30.00%) respondents are included in the age group of 31 to 30 years. Examining the study of the respondents, it is seen that the number of respondents who have received primary education is 06 (07.50%).The respondents who have received secondary education are 10 (12.50%). While the respondents who have received higher secondary education are 14 (17.50%) percent. While the number of graduates is 15 (18.75%) while the lowest level of education is technical which is 6 (07.50%) percent. The number of respondents with professional education i.e. B.Ed is 9 (11.25%). Considering the marital status of the respondents, the highest proportion of unmarried respondents is 42 (52.50%) percent. While the number of married respondents is 34 (42.50%). While the proportion of widowed/widowered respondents is only 4 (05.00%), there is no single respondent. When examining the family type of the respondents, the family type of 42 i.e. (52.50%) percent of the respondents has a joint family. While the number of divided families is 38 (47.50%) of the respondents has a divided family.

Findings of the study:

When examining the gender of the respondents in the present study, it is seen that the proportion of male respondents is particularly seen. Which is 55 (68.75%). While the proportion of female respondents is less. Which is 25 (31.75%) male person naturally plays the role of head of the family.

⮚ Examining the age group of respondents, it is seen that 30 (37.50%) most of the respondents are from the age group of 18 to 25 years. A young man or a young man means a person who is constantly eager to do something, always looking towards innovation. While the respondents in the age group of 26 to 30 years are 26 (32.5%). While 24 (30%) respondents are included in the age group of 31 to 30 years.

⮚ Examining the study of respondents, it is seen that the number of respondents who have received primary education is 06 (07.50%). The respondents who have received secondary education are 10 (12.50%). While the respondents who have completed higher secondary education are 14 (17.50%) percent, while the respondents who have completed graduation are 15 (18.75%) percent, while the lowest level of education is technical which is 6 (07.50%). The number of respondents who have completed professional education i.e. B.Ed is 9 (11.25%)

⮚ In the present study, the highest proportion of unmarried respondents is 42 (52.5%) percent when checking the marital status of the respondents. While the married respondents are 34 (42.5%). While the proportion of widowed/widowered respondents is only 4 (05.00%), while there is no single respondent who is absent.

⮚ In the present study, the family type of the respondents is joint family which is 42 i.e. (52.5%) percent. Because the proportion of joint family is still higher in rural areas. While 38 (47.5%) respondents have a nuclear family.

Positive and negative effects of mass media:

Mass media includes various types of media. Which have been created to reach a large audience (audience-listener). The physical forms of mass media, use of technology and how messages are exchanged etc. have been examined.

It is also important to know what is the role of mass media in tribal society and especially among tribal youth. It provides news, information, opinions and tries to connect the youth with various subjects. Through communication media, youth get information about the activities of the country and abroad. And express their thoughts. This increases awareness in the society and among the youth and also develops the thinking of the youth. Through news, magazines, TV, radio, Internet, social media etc., youth connect with each other. And provide foresight. Therefore, mass media plays an important role in the development of the youth. In the chapter presented here, the researcher has tried to find out what kind of tools the youth use and what kind of knowledge the youth have about mass media. And what kind of positive and negative impact it has on them.

Looking at the above table no. 2, it is seen that what type of media do the respondents use while using mass media. More than one answer was received from the respondents for this question. 74 (32.17%) respondents who use mass media are found to use mobile with internet the most. While 72 (31.30%) respondents are also found to use TV. According to the information available, 9 (4%) respondents are found to use computers and laptops. While 62 (27.00%) respondents are newspapers and magazines. Radio is found to be in the possession of 8 (03.47%) respondents. 24 (30.00%) percent of the respondents are associated with these media only when it is convenient for work. While 46 (57.50%) respondents are associated with mass media when they are free. Only a very small number, i.e. 10 (12.50%) respondents, stay connected with mass media for hours. The highest number of respondents, 44 (55.00%) use mass media for entertainment, while 36 (45.00%) percent of respondents use mass media to get information. 35 (43.75%) respondents have a positive impact on mass media. While 45 (56.25%) respondents have a negative impact on mass media.

Findings of the study:

In the present study, more than one answer was received from the respondents to this question. Among the respondents, 74 (32.17%) of the respondents who use mass media are found to use mobile with internet the most. While 72 (31.30%) of the respondents are also found to use TV. According to the information received from 9 (04.00%) respondents, all of them are found to use computers and laptops. While 62 (27.00%) respondents have newspapers and magazines. Radio is found to be with 8 (03.47%) respondents. However, the place of radio has now been taken by FM in mobile. Now the difficulty of carrying radio from one place to another has reduced. The place of newspaper has also been taken by e-paper. According to the information received from the respondents, all these devices have been taken by mobile today.

In the present study, while the respondents indicate the time spent with mass media, 24 (30.00%) percent of the respondents remain associated with these media only when it is convenient for work. While 46 (57.50%) respondents remain associated with mass media when they have free time. A very small number, i.e. only 10 (12.50%) respondents remain associated with mass media for hours.

In the present study, the maximum number of respondents 44(55.00%) use mass media for entertainment, while 36(45.00%) percent of respondents use mass media to get information.

In the present study, examining the social impact of mass media, it is found that 35 respondents i.e. 43.75% of respondents have a positive impact on the media. While 45 i.e. 56.25% of respondents have a negative impact on the media.

Looking at the above table, it is seen that 15(18.75%) respondents say that general knowledge increases. 25(31.25%) respondents say that new information is obtained while 10(12.5%) respondents say that information about schemes is obtained. While 17(21.25%) respondents say that communication becomes easier due to mass media. 13(16.25%) respondents say that communication exchange becomes faster. Among the negative effects of mass media, 19(23.75%) respondents say that youth are misguided. While 22(27.50%) respondents say that they become criminals. While 15(18.75%) respondents say that they get out of control. 14(17.50%) respondents say that life becomes a struggle. While 10 (12.50%) respondents say that it becomes a habit. Considering the time spent using social media, the highest number of respondents i.e. 44 (55%) use social media for their needs. 25 (31.25%) respondents say that they use social media to get new information. While 11 (13.75%) respondents say that they use it to exchange messages. In terms of area, 25 (31.25%) respondents say that youth from rural areas use mass media. While 35 (43.75%) respondents say that youth from urban areas use mass media more. While 20 (25%) respondents say that both rural and urban youth use mass media more. Looking at the impact of mass media on health, 45 (56.25%) respondents say that health is at risk due to the use of mass media. While 35 (43.75) percent of respondents say that the use of mass media does not affect health. Looking at the above table, it is seen that in terms of youth development, 10 i.e. 12.50% of respondents get educational development through mass media. 14 (17.50%) respondents get social development. While 22 i.e. 27.50% of respondents say that personal development occurs. 18 i.e. 22.50% The respondents say that there is economic development. 16 i.e. 20 respondents have all-round development. Looking at the type of mass media, 32 i.e. 40% of the respondents prefer print media. While 48 i.e. 60.00% of the respondents say that they prefer electronic media. Looking at the economic status of the respondents, 35 i.e. 43.75% of the respondents believe that mass media benefits the economic situation. While 45 i.e. 56.25% of the respondents are economically harmed by mass media.

STUDY FINDINGS:

In the present study, examining the positive impact of media on social life, 15 (18.75%) respondents say that general knowledge increases. 25 (31.25%) respondents say that new information is obtained, while 10 (12.50%) respondents say that information about schemes is obtained. While 17 (21.25%) respondents say that communication becomes easier due to mass media. 13 (16.25%) respondents say that communication exchange becomes faster.

In the present study, among the negative effects of mass media, 19 (23.75%) respondents say that youth are misled. While 22 (27.50%) respondents say that they become criminals. While 15 (18.75%) respondents say that they get out of control. 14 (17.50%) respondents say that life becomes a struggle. While 10 (12.50%) respondents say that it becomes a rhythm.

In the present study, the highest number of respondents, i.e. 44 (55%) use mass media for their needs. 25 (31.25%) respondents say that they use mass media to get new information. While 11 (13.75%) respondents say that they use it to exchange messages.

In the present study, examining the use of mass media by youth in terms of area, 25 (31.25%) respondents say that youth from rural areas use mass media. While 35 (43.75%) respondents say that youth from urban areas use mass media more. While 20 (25.00%) respondents say that rural and urban youth use mass media more.

In the present study, examining the use of mass media by youth from the perspective of health, 45 (56.25%) respondents say that health is at risk due to the use of mass media. While 35 i.e. 43.75 percent respondents say that the use of mass media does not affect health.

Looking at the present study, looking at the perspective of youth development, 10 i.e. 12.50% respondents say that educational development occurs through mass media. 14 (17.50%) respondents say that social development occurs. While 22 i.e. 27.50% respondents say that personal development occurs. 18 i.e. 22.50% respondents say that economic development occurs. 16 (20.00%) The respondents develop holistically

Examining the present study, it is found that 32 (40.00%) respondents prefer print media/printed media. While 48 (60.00%) respondents say that they prefer electronic media/electronic media.

Looking at the economic situation in the present study, it is found that 35 i.e. 43.75% of the respondents believe that mass media benefits the economic situation. While 45 i.e. 56.25% of the respondents say that mass media causes economic loss.

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Received on 21.12.2024 Revised on 16.01.2025

Accepted on 10.02.2025 Published on 25.03.2025

Available online from March 31, 2025

Int. J. of Reviews and Res. in Social Sci. 2025; 13(1):51-56.

DOI: 10.52711/2454-2687.2025.00009

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.