INTRODUCTION:

There are lots of activities in teenager’s life like morning sports, scholastic and sports activities in schools, regalement, playing indoor and alfresco games, consummating assignments and projects, listing to musical compositions, visually examining movies, playing internet and video games, surfing on websites, peregrinate and peer group activities. All these activities have paramount role in teenager’s magnification pattern.

Activities which are taking highest time in teenager’s day to day life have more preponderant impression on their deportment and development. It is found that now a day’s teenager are going towards media activities more as compared to non-media activities like gregarious and cultural activities. They spend their most of the leisure time in playing video games, internet, optically canvassing television and heedfully auricularly discerning music. Teenagers spend proximately nine hours a day absorbing media and despite all the incipient options, music and television remain the favorites (Teens Spend an Average, 2015). Today impact of television and internet is very high and much influencing. Lot of behavioral vicissitudes in teenagers are coming through excess utilization of media activities. Visually examining peregrine channels, peregrine movies and peregrine sports are availing teenagers to forget their own culture and societal activities. Television advertisements are imposing their products and accommodations with supplemental offers, brand recalling strategies and influencing consumer comportment and consumption pattern of teenagers.

Sitting in front of television and visually examining movies, surfing on internet for long hours is much more facile for today’s teenagers as compared to playing alfresco sports and participation in societal or cultural activities. Two-thirds of teenagers verbalized they heedfully aurally perceive music every day and 58 per cent verbally expressed the same about visually examining television, the study verbally expressed. By contrast, 45 per cent reported utilizing gregarious media every day and only 36 per cent verbalized they relished that activity "a lot"; twice as many verbally expressed they genuinely relished their music (Teens Spend an Average, 2015). In urban areas access to media items like television with setup boxes, computers with internet, different mediums for heedfully auricular discerning music like FM radio, mp3 players and i pods, is very facile as compared to rural areas.

In deep rural areas, scenario is much different. At present in rural areas of India, one may not get electricity felicitously so there is no sizably voluminous question on television and other digital media. Rural teenagers spend their most of the leisure time in playing alfresco games and availing in household or farming activities. That is why, on the substructure of cognizance, physical and noetic development, cultural and societal participation, urban and rural teenagers are significantly different. Urban teenagers are much advanced in technology, much ahead in edification and noetic facilities but less convivial, cultural and found physically impuissant as compared to rural teenagers.

Albeit time spent on media activities is incrementing day by day in urban as well as rural areas. In 2018, TV will account for 52.1% of the time and digital for 35.9%, while print and radio decrease to 6.9% and 5.1% (Indians Consumes Traditional, 2016). Multimedia mobiles with internet additionally has played sizably voluminous role abaft this. Virtually all kinds of media activities can be consummated on good multimedia mobile set. A number of digital media start-ups and established companies are banking on Indians’ increasing appetite for online media, including music streaming, on-demand video streaming and other types of online content (Indians Consumes Traditional, 2016). Multimedia mobile phones facilitate access to different media at one place.

How utilization of these media activities influence teenager’s deportment, their developmental stages, is an astronomically immense question for parents as well as academic associates. Utilization of media items is not erroneous for teenagers but excess use or misuse of these media activities will make teenager’s go off the track. Many psychological as well as physiological disorders may come to perturb and diverse natural magnification pattern according to time. Getting adult contents at early ages, loss of recollection, high amount of aggressiveness and exasperation, involution in malefaction at early ages, impotent ocular perception, insalubrious lifestyle, victualing disorders, less involution in society, wasting time on internet predicated relationships are some results of excess and misuse of media activities.

So it becomes consequential to observe that how much time teenagers are spending on which kind of media activity on a conventional substructure. Higher the time spent on an activity, higher the influence. Media avails teenagers to provide astronomical information regarding every aspect of life. It is a parent’s obligation additionally to observe how and which kind of information teenagers are processing in their minds at which stage of development.

REVIEW OF LITERATURE:

Claire Mysko (2017):

Over 80% of Americans watch television circadianly. On average, these people watch over three hours per day. American children engage in incrementing amounts of media use, a trend fueled largely by the growing availability of internet access through phones and laptops. On a typical day, 8 – 18-year-olds are engaged with some form of media about 7.5 hours. Most of this time is spent visually examining television, though children play video games more than an hour per day and are on their computers for more than an hour per day. Even media aimed at elementary school age children, such as animated cartoons and children’s videos, accentuate the consequentiality of being captivating. Sexually objectified images of girls and women in advertisements are most liable to appear in men’s magazines. Yet the second most prevalent source of such images is the advertisements in teen magazines directed at adolescent girls.

Lilian. Z (2016):

Kids are facilely addicted into entertainments such as TV programs and computer games due to the lack of self-control, resulting in diversions, fatigue of ocular perceivers and encephalon, etc. Furthermore, these children will be under the peril of being exposed to controvertible contents such as violence and eroticism, which will cause negative effects in their magnification. This will further lead to more earnest results such as poor grades, diminution of vision and other health quandaries and thus is both physically and mentally inimical. Drawbacks of visually examining TV, playing computer games outweigh the advantages. Children are vulnerably susceptible to negative influences, thus they should be bulwarked meticulously. In integration, there are better ways to broaden their horizons and relax alfresco exercises, reading or peregrinating are all sublime ways to explore the world. Consequently, it is better if children are guided to participate in sundry activities than to sit at home, being a coach potato or playing online games all day round. Anyway, to ascertain our kids a positive and salubrious childhood, more efforts should be done by parents and edifiers.

Anisyah Surya (2014):

Children who spend much time with TV, video, and PC games are losing their time to socialization with others. If there is no control from parents, they will addicted to play with their game, and does not opiate to play outside with their friends anymore. If these transpire for a long time, these children will became a passive person and have a lack of health. They will more facile to get sick because they seldom do body exercise. Another consequence is children with this habit conventionally have to take sunglasses from an early ages because the screen radiation is not good for ocular perceivers. From these it, we cannot full concur to let our children spend much time on these technology.

Susan Villani (2001):

Research prior to 1990 documented that children learn deportments and have their value systems shaped by media. Media research since has fixated on content and viewing patterns. The primary effects of media exposure are incremented bellicose and truculent comportment, incremented high-risk deportments, including alcohol and tobacco use, and expedited onset of sexual activity. The more incipient forms of media have not been adequately studied, but concern is warranted through the logical extension of earlier research on other media forms and the duration the average child spends with increasingly sophisticated media.

Gwenn Schurgin and Kathleen Clarke (2011):

Utilizing convivial media becomes jeopardy to adolescents more often than most adults realize. Most risks fall into the categories like: peer-to-peer, incongruous content, lack of understanding of online privacy issues and outside influences of third-party advertising groups. The main risk to preadolescents and adolescents online today are risks from each other, risks of inopportune utilization of technology, lack of privacy, sharing an extravagant amount of information, or posting mendacious information about themselves or others. These types of deportment put their privacy in jeopardy. Sexting which can be defined as “sending, receiving, or forwarding sexually explicit messages, photographs, or images via cell phone, computer, or other digital contrivances.” Many of these images become distributed rapidly via cell phones or the Internet. This phenomenon does occur among the teen population.

Kimberly J. Mitchell, David FinkelhorandJanis Wolak (2001):

Nineteen percent of youth who utilized the Internet customarily were the targets of unwanted sexual solicitation in the last year. Girls, older teens, troubled youth, frequent Internet users, chat room participants, and those who communicated online with strangers were at more preponderant jeopardy. Twenty-five percent of the solicited youth reported high calibers of distress after solicitation incidents. Risk of distress was more mundane among the younger youth, those who received truculent solicitations (the solicitor endeavored or made offline contact) and those who were solicited on a computer away from their domicile.

C.J. Cohen and Kahne J. (2011):

Youth who pursue their intrigues on the Internet are more liable to be engaged in civic and political issues, according to an incipient study of student Internet utilization by a group of civic learning Philomath. Youth who utilize the Internet are withal more liable to be exposed to diverse political viewpoints, the study shows. The study’s findings run counter to two commonly held postulations: first, that the Internet makes exposure to divergent political viewpoints unlikely, the soi-disant "echo chamber" effect; and second, that the Internet promotes shallow activism among youth, soi-disant "slacktivism."

Daniel Agliata and Stacey Tantleff-Dunn (2004):

Mass media are believed to be a pervasive force in shaping physical appearance ideals and have been shown to negatively impact females' body image. Little research has attended to the effects of media exposure on males' body image. The current experiment exposed 158 males to television advertisements containing either ideal male images or neutral images that were inserted between segments of a television program. Participants were blocked on dispositional body image and postures toward appearance variables to assess for mitigating effects. Results denoted that participants exposed to ideal image advertisements became significantly more dejected and had higher calibers of muscle dissatisfaction than those exposed to neutral ads. Inconsistently erratic with past research, no dispositional effects were noted that would suggest the influence of schemati city on mood and body image changes.

OBJECTIVES OF THE STUDY:

The core objective of this study is to find time spending pattern of urban and rural teenagers of India for different media activities so that the impact of media on teenagers could be quantified. To ken how much time they spend for which kind of media activity and is there any paramount relationship or difference in urban and rural teenager’s time spending pattern.

RESEARCH METHODOLOGY:

The endeavor is made to provide consummate and consistent results on mass media exposure on teenagers for sundry different activities. This study is predicated on multi stage stratified cluster sampling. After determining the clusters, simple desultory sampling method is utilized to cull villages out of the culled cluster of blocks. Udham Singh Nagar, a district of Uttrakhand state in northern India is the locale of the study. The cities determinately culled were Kashipur, Rudrapur and Khatima.

Two schools from urban area and two schools from rural area in each city are culled. There are 6 urban and 6 rural schools in total are culled for the study. The sample in the study is restricted to 240 teenagers that consisted of 120 urban and 120 rural teenagers keeping in mind the research objective. Primary data of this research has been accumulated on the substructure of pretested questionnaire through personal interview method.

FINDING AND DISCUSSION:

Frequency of Usage:

In this section frequency of utilization is analyzed for different media activities like visually examining television, utilizing internet, reading newspaper and heedfully aurally perceiving radio in terms of circadianly, weekly, monthly, more than monthly and do no access. Their scores are 5 for circadianly, 4 for weekly, 3 for monthly, 2 for more than monthly and 1 for do not access. On the substratum of these scores mean scores, standard deviation, t test value, chi – square value and ANOVA with paramountcy levels 0.05 and 0.01 are calculated to find that is there any relationship subsist in rural – urban groups in terms of frequency of utilization. After analyzing the data on the substratum of area it is found that all the differences are paramount except in case of television. Every teenager either from urban or rural area watches television on the quotidian substructure. Mean score for utilization of internet is very high among urban teenagers 4.66 as compared to rural teenagers 3.25 only. Rudimentary reason is that no good internet facilities are available in rural areas. Difference is additionally paramount p = 0.000.

Newspaper reading is withal high in urban areas as their mean value is 4.18 as compared to rural areas which is only 3.59. Lack of availability, vigilance and low interest are the only reasons for this statistically consequential difference at p = 0.000. Radio is more popular in rural areas when compared to urban areas. Mean value is 4.66 in rural and only 2.22 in urban. Fundamental reason is that when rural respondents do not have computers, mobiles, internet, newspaper and magazines then where they will go for their leisure time. Heedfully aurally perceiving radio becomes the last option among all media cognate activities for rural teenagers.

Time Spent on Various Media Activities on Weekdays:

In this section it is analyzed that on weekdays how much time teenagers spend for media cognate activities like visually examining television, surfing internet, heedfully auricularly discerning radio and reading newspapers and magazines on the circadian substructure. Playing alfresco is not a media activity but we have included it additionally to ken the cognation in between media and non – media activities. Activities are quantified on four point likert scale less than hour, 1-2 hour, 2-3 hour and more than 3 hours and their scores are 1 for less than hour, 2 for 1-2 hour, 3 for 2-3 hour and 4 for more than 3 hours. On the substructure of these scores their mean scores, standard deviation, t – test value, chi – square value and ANOVA values are calculated with paramountcy levels to find that is there any relationship subsists in male – female, rural – urban and in different age groups in terms of frequency of utilization.

Table 1:Frequency of Usage on the Basis of Area

Various Media Activities	Area Mean and SD		T Test Value	Chi Square Value	ANOVA F Value	P value
Various Media Activities	Urban (120)	Rural (120)	T Test Value	Chi Square Value	ANOVA F Value	P value
Watching Television	5.00 ± 0.000	5.00 ± 0.000	---	---	---	---
Using Internet	4.66 ± 0.572	3.25 ± 1.259	-11.158	89.980	124.501	0.000^***
Reading Newspaper	4.18 ± 1.004	3.59 ± 1.134	-4.279	23.896	18.314	0.000^***
Listening to Radio	2.22 ± 1.014	4.66 ± 0.476	23.875	189.966	569.996	0.000^***

Table2 : Time Spent on Various Activities on Weekdays on the Basis of Area.

Various Media Activities	Area Mean and SD		T Test Value	Chi Square Value	ANOVA F Value	P value
Various Media Activities	Urban (120)	Rural (120)	T Test Value	Chi Square Value	ANOVA F Value	P value
Playing	1.67 ± 0.555	3.05 ± 0.646	17.788	161.482	316.399	0.000^***
Watching TV	2.45 ± 0.563	1.77 ± 0.847	-7.358	73.323	54.138	0.000^***
Surfing Internet	2.83 ± 0.752	1.47 ± 0.621	-15.257	126.910	232.770	0.000^***
Listening to Radio	1.48 ± 0.622	2.54 ± 0.721	12.183	101.459	148.430	0.000^***
Reading News Paper	1.72 ± 0.651	1.37 ± 0.551	-4.390	18.345	19.273	0.000^***

In table 2 time spent on sundry media activities on weekdays on the substratum of teenager’s area is analyzed. In all the media or non – media activities statistically consequential differences were found. In playing urban teenagers spend very less time as compared to rural teenagers (1.67 vs. 3.05). Rudimental reason abaft this as proved earlier withal that rural teenagers do not have good access to other media cognate activities so playing remains the only option for them and urban teenagers have good approach on television, computers, and internet so they are found less intrigued with playing. As a result time spent on visually examining television is higher in urban areas as compared to rural area (2.45 vs. 1.77).

Most of the urban teenagers have television with cable or setup box to visually examine many different alluring private channels so they find good interest in it. Access of internet for rural teenagers is not facile as compared to urban teenagers so here additionally very low frequency of internet utilization is found in rural respondents as compared to urban respondents (2.83 vs. 1.47). Antithesis and conspicuous scenario is found in case of heedfully auricularly discerning radio. Rural teenagers spend more time on heedfully auricularly discerning radio than urban teenagers (1.48 vs. 2.54).

In the absence of television, setup box, computers and internet, radio is the facilely accessible media item for rural respondents and with good access on television, video games and internet heedfully aurally perceiving radio is found quite boring activity among urban respondents. Due to lack of availability and apathy mean score for reading newspaper is withal very low among rural teenagers as compared to urban teenagers (1.72 vs. 1.37). In this analysis it is found that area is a consequential factor which tells a lot for teenager’s exposure towards media.

Time Spent on Various Media Activities on Weekends:

In this section analysis is done to ken that how much time teenagers spend on sundry media and non – media activities like playing, optically canvassing television, internet, heedfully auricularly discerning radio and reading newspaper on weekends. Generally in present sampling area only Sunday is considered as weekend. Teenagers do not have to go to the schools and they have

lot of time to do media and non – media activities and impact of this should be quantified.

Data is analyzed on the substratum of area and different results were found. Only in playing and optically canvassing television consequential differences were not there otherwise in surfing internet, heedfully auricularly discerning radio and in reading newspaper differences were statistically paramount at p = 0.000. Urban teenagers spending some less time on playing (3.36 vs. 3.47) as compared to rural teenagers and in visually examining television on weekends urban teenagers are found some points (3.27 vs. 3.25) ahead than rural teenagers. In urban areas teenagers are more intrigued with surfing internet (3.33 vs. 1.38) as compared to rural respondents. Antithesis scenario (1.28 vs. 2.12) can be optically discerned in case of heedfully auricularly discerning radio and in case of reading newspaper urban teenagers spend more time (2.52 vs. 1.70) as compared to rural teenagers. So on weekends activities of playing and optically canvassing televisions are found liberate from area but other activities as discussed above are found dependent on area.

CONCLUSION:

On the substratum of above analysis it can be interpreted that there is an immensely colossal difference in time spending pattern of urban and rural teenagers of India. Albeit television is exception in this case. Teenagers from both domiciles have daily conventional access to television. Optically canvassing television has become a paramount part of teenager’s life. Urban teenagers have good access to many diversified private and peregrine channels to optically canvass but in some deep rural areas poor teenagers are still dependent on Doordarshan and DD metro. Urban teenagers were found spending time on optically canvassing television more as compared to rural teenagers significantly.

In case of time spent on internet there is withal a paramount difference. Urban teenagers are far ahead in utilizing internet as compared to rural teenagers. Urban teenagers have good facilities providing internet at more frugal rates but rural teenagers have access to internet through mobile only. Broadband connections were not found in rural areas. Rural teenagers prefer mostly playing alfresco games because they have not much media options for their leisure time. On the antithesis side, urban teenagers have much media options to pass the time rather than playing.

In a same way on the heedfully auricularly discerning musical compositions, rural teenagers have traditional radios providing Akashvani but for urban teenagers there are lot of options for heedfully aurally perceiving musical compositions like FM, YouTube, mp3 players and I pods etc. Rural teenagers did not show much interest in reading newspapers and magazines additionally. Even there is not a good availability of newspapers and magazines in rural areas. One single English newspaper was not found in rural areas in the whole survey. On the antithesis side, urban teenagers have bundles of local, national and international newspapers and magazines on vocation, sports, GK, current affairs, Bollywood and automobiles etc.

On the substructure of this difference it was found that urban teenagers are much advanced in terms of technology, inculcation, sports and vocation advancement. But they are not fit. Their lifestyles were found much perturbed. Excess use to mobile, internet and television engendering many disorders and imbalances on their physical, noetic and psychological health. Slumbering disorders, victualing disorders and recollection disorders were found mundane in urban teenagers.

Lot of disorders which come because of early development exits in urban teenagers. On the antithesis side, rural teenagers are more physically fit as compared to urban ones. They are living salubrious lifestyle, having good victuals and physical labor of rural teenagers was additionally found high by observation. But they are far behind in terms of technology, noetic development, inculcation system, infrastructures and vocation building. They are not much vigilant of present modern world because regimes are still failed to provide them rudimental as well as advanced infrastructural facilities to grow. Overall urban teenagers of India are much exposed to media and much influenced by it and good and deplorable impact of media on teenager’s lifestyle can be visually perceived facilely.

REFERENCES:

1. Agliata Daniel and Tantleff-Dunn Stacey (2004), The Impact of Media Exposure on Males' Body Image, Journal of Social and Clinical Psychology, Volume 23, Issue 1.

2. Claire Mysko (2017), We live in a media-saturated world and do not control the message. Retrieved from https://www.nationaleatingdisorders.org /media-body-image-and-eating-disorders.

3. Indians consume traditional media more than digital: Report (November 2016). Retrieved from http://www.livemint.com/Consumer/LQYSodrVyBsTG3V5hUvHXN/Indians-consume-traditional-media-more-than-digital-report.html.

4. Lilian. Z (2016), Some people believe that time spent on television, video and computer games can be beneficial to children. Others believe this has negative effect on a child. Retrieved from http://www.testbig.com/ielts-writing-task-ii-ielts-academic-essays/some-people-believe-time-spent-television-video-and-0.

5. Mitchell Kimberly J, Finkelhor David and Wolak Janis (2001), Risk Factors for and Impact of Online Sexual Solicitation of Youth, Journal of American Medical Association, Volume 285, Issue No. 23, 3011-14.

6. Schurgin Gwenn and Clarke Kathleen (2011), The Impact of Social Media on Children, Adolescents, and Families, Council on Communications and Media American Academy of Pediatrics Clinical Report, Volume 127, Issue 4.

7. Surya Anisyah (2014), Children spend much time on TV, Video, and PC games. Some people believe it is good for them while others believe that is bad. Retrieved from http://www.testbig.com/ielts-essays/children-spend-much-time-tv-video-and-pc-games-some-people-believe-it-good-them-while.

8. Teens spend an average of nine hours a day with media (November 2015). Retrieved from http://indiatoday.intoday.in/technology/story/teens-spend-an-average-of-9-hours-a-day-with-media/1/514917.html.

9. Villani Susan (2001), Impact of Media on Children and Adolescents: A 10-Year Review of the Research, Journal of American Academy of Child and Adolescent Psychiatry, Volume 40, Issue 4, 392-401.

Received on 22.05.2017 Modified on 21.06.2017

Asian J. Management; 2017; 8(4):1075-1080.

DOI: 10.5958/2321-5763.2017.00164.0

Various Media Activities	Area Mean and SD		T Test Value	Chi Square Value	ANOVA F Value	P value
Various Media Activities	Urban (120)	Rural (120)	T Test Value	Chi Square Value	ANOVA F Value	P value
Playing	3.36 ± 0.696	3.47 ± 0.676	1.226	1.690	1.504	0.221^NS
Watching TV	3.27 ± 0.742	3.25 ± 0.725	-0.176	0.278	0.031	0.860^NS
Surfing Internet	3.33 ± 0.702	1.38 ± 0.536	-24.294	183.324	590.191	0.000^***
Listening to Radio	1.28 ± 0.448	2.12 ± 0.616	12.224	95.036	149.418	0.000^***
Reading News Paper	2.52 ± 0.858	1.70 ± 0.846	-7.251	48.737	52.57	0.000^***