Role of media in shaping public opinion related to election

Tsuda University





The aim of the study is to understand the overall awareness of people in Gujarat about political and economic issues, which in turn affects their voting decision.

The first section of the study is about personal information of the respondents followed by household information asking about their income, belongings and if they avail government schemes. This is followed by a section on political activity and engagement. The main aim is to find out about people’s participation in elections. The fourth section tries to capture the opinion of the public about various government activities and current issues in India. The fifth section contains questions related to political and economic happenings in the country in an attempt to measure how aware and informed people are about the various happenings in the country. The next section is on media and it tries to understand the reach of media in the lives of the masses. The next section has hypothetical questions trying to gauge people’s willingness to take the risk. This is an important section as it is helpful in understanding people’s risk-taking or avoiding tendencies which get reflected in their political decision making as well. The whole study is an attempt to understand how informed people are and its impact on their political decision making. The role of media is vital in this regard. The study also tries to understand the various factors that aid the decision making of a voter. 

The sampling strategy will be Stratified Sampling involving interviews with 50% male and 50% female respondents. The sample size for this study is 1700 respondents out of which 60% respondents will be from urban areas and 40% respondents from rural areas. Out of 1700 respondents, 10% will be Muslims, 10% SC and 10% BPL. The sampling strategy is that we will go to 5 districts (to be added once the project is over) in Gujarat and visit colonies dominated by SC, BPL and Muslim population and interview every nth household.



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