Volume: 19 Issue-01 (January-June) 2024

---

TO FIND THE CIVIC ISSUES THAT ARE DEPICTED IN VARIOUS OUTDOOR MEDIA PLATFORM

ABSTRACT

Civic involvement activities, according to the report, are effective routes for promoting positive youth development. Outdoor advertising, or out-of-home (OOH) advertising, is used for commercial and educational purposes to influence behaviours, spread awareness, and provide utility to the general public.. Outdoor advertising is quite effective at reinforcing brand messages in people's minds. In today's society, outdoor advertising is the most effective way to raise public awareness among youth. Because it cannot be avoided or jammed in the external environment, outdoor advertising is a critical route for reaching urban populations. Civic awareness empowers youth to be well-informed, active citizens’ engaged in policy-making and democratic governance. Awareness on Civic issues makes the youth a responsible citizen .Outdoor Media plays a significant role in educating, informing enforcing ‘good and desirable behaviour’ among its citizens. The personality of a town or a city gets reflected through the civic sense of the people of that place .The study is under taken to identify various civic issues depicted in Outdoor Media platform in Mumbai. Overall, there were 4 broad categories derived after intense literature review, frequency tabulation and photographs on location, namely 'Road Safety'' 'Women & Child Development'' ‘Health Care' and ‘Environment & Cleanliness’. An attempt is made to identify the civic issues that are depicted in various Outdoor Media Platform in Mumbai with Sample size of 200, through a Questionnaire method. Appropriate method of analysis like Measures of Central tendency, Kruskal Wallis Test, Correlation have been used to draw the inference.

FULL TEXT

PDF