Mass media and corporate communication media: access and usage in Karnataka

Rousseau S., Jesus Milton and Raj, Manavik P. (2016) Mass media and corporate communication media: access and usage in Karnataka. Journal of Media and Social Development, 6 (2). pp. 36-50. ISSN 2320-8244

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The technological advancements and communication revolution has resulted in the majority of people across the developed and developing nations accessing information through mass media. Organisations use corporate communication to project a positive image in the eyes of its stakeholders. The success of any organization depends on its corporate communication strategies. Corporate communication professionals use diverse tools and approaches via corporate communication media to achieve the goals and objectives of their organisation. The purpose of the study was to find out which mass media is extensively used; different types of corporate communication media accessed and which corporate communication media is extensively used by the people in Karnataka. Also, a comparison was made among the selected districts in Karnataka to understand which district is better exposed to mass media and corporate communication media. The data were collected from 600 respondents across Karnataka from 4 districts namely - Bengaluru, Mysuru, Kalaburagi and Dharwad. The study found that among the mass media, the newspaper was more prominent and among the various corporate communication media, corporate information from social media was more extensively used. The district wise analysis showed that Mysuru district was better exposed to mass media and Kalaburagi was better exposed to corporate communication media in Karnataka.

Item Type: Article
Uncontrolled Keywords: Corporate communication, Karnataka, Bengaluru, Mysuru, Kalaburagi, Dharwad, mass media, corporate communication media, oral media, internal media, corporate website, corporate advertisements, corporate events and exhibits, corporate annual reports, social media
Divisions: Department of > Journalism and Mass Communication
Depositing User: Dr Raju C
Date Deposited: 19 Jul 2021 10:56
Last Modified: 10 Feb 2023 05:20

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