Mass Media and its Socio-Economic and Cultural Impact on College Students in Kerala

Author(s)	Mr. Ajith K S, Mr. Salahudheen Kambrath
Country	India
Abstract	Mass media plays a crucial role in shaping the attitudes, values, consumption patterns, and social behaviour of young adults. In Kerala, a state with high literacy, media penetration, and digital connectivity, college students are among the most active consumers of traditional and digital media. This study examines the socio-economic and cultural impact of mass media on college students in Kerala. Using primary survey data collected from undergraduate and postgraduate students across selected colleges, the study analyses how television, newspapers, social media, and digital platforms influence lifestyle, educational aspirations, political awareness, cultural identity, and consumption behaviour. The findings reveal that while mass media contributes positively to awareness, knowledge dissemination, and social mobility, it also raises concerns related to consumerism, cultural homogenisation, and digital dependency. The paper concludes with policy and educational recommendations to promote responsible media consumption among youth.
Keywords	Mass Media, College Students, Socio-Economic Impact, Cultural Change, Kerala, Digital Media
Field	Arts
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-13
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66393

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