Knowledge of Rural and Urban Women Regarding Mass Media: A Comparative Sociological Study

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Page: 163-168

Himanshi¹, Jatesth Kathpalia², Rashmi Tayagi³, Jyotika⁴, and Ajay Sharma⁵ (Department of Sociology, College of Basic Science and Humanities, Chaudhary Charan Singh Haryana Agricultural University, Hisar, Haryana^1,2,3,4 and
Department of Mathematics and Statistics, College of Basic Science and Humanities
Chaudhary Charan Singh Haryana Agricultural University, Hisar, Haryana⁵)

This study examines the disparity in mass media awareness and utilization among women residing in rural and urban areas of Hisar district, Haryana. Recognizing the crucial role of mass media in shaping public knowledge and empowerment, the research explores how demographic factors such as geographic location, education, socio-economic status, and social participation influence media engagement among women. Utilizing a sample of 120 women (60 from rural & 60 from urban areas), the study employs descriptive and comparative statistical techniques, including frequency analysis, t-tests, and chi-square tests. The findings reveal a significant difference in media knowledge levels, with 91.66% of urban women demonstrating high media knowledge compared to 66.66% of rural women. Factors such as education, age, occupation, and social participation are positively associated with higher media knowledge. The study highlights urban-rural divides in media access and literacy, underscoring the need for targeted interventions to bridge these gaps and enhance media empowerment for women across diverse settings.