This report, the result of a project undertaken as part of the Health and Population Innovation Fellowship administered by the Population Council, presents findings about the influence of films and television, as well as that of friends and the family, on the behaviors of college students in south Karnataka, India. This report adds to the growing body of evidence, particularly in India, of the importance of films and TV in young people’s lives. Apart from indicating media consumption patterns, the study also indicates the possible pathways in which ideas from films are translated or not translated into action. As a next step, it would be important to unpack specific factors associated with media influence among young men and women. A better understanding of these gendered influences will provide important pointers for interventions to use media and peers in creative ways to ensure a healthy and responsible transition into adulthood among young men and women.
Vasan, Akhila. 2010. "Films and TV: Viewing patterns and influence on behaviours of college students," Health and Population Innovation Fellowship Program Working Paper no. 13. New Delhi: Population Council.