MEDIA DEPENDENCY BEHAVIOUR DURING THE COVID-19 PANDEMIC IN KARNATAKA

Abstract

The COVID-19 pandemic created an unprecedented global health crisis, accompanied by widespread social, economic, and educational disruptions. In India, and particularly in Karnataka, the pandemic reshaped people’s everyday lives, compelling them to rely heavily on media for information, guidance, and connection. With strict lockdowns, restrictions on mobility, and heightened uncertainty, the media became a primary source of news updates, government guidelines, health advisories, and even emotional support. In Karnataka, the media played a major role during the pandemic. Television news channels, regional newspapers, government portals, and digital press disseminated verified information. In contrast, social media platforms such as WhatsApp, Facebook, and Twitter became both sources of instant updates and avenues for misinformation.
In this background, the present study investigated the media dependency behaviour during the COVID-19 pandemic in Karnataka with the objectives to identify the most preferred media for information-seeking, to determine the extent of media dependency for information during COVID-19 in Karnataka, and to study the impact of media dependency on the audience. The study used a structured questionnaire to find the answer to the above objectives. This study has explored the intricate relationship between individuals and media platforms during a time of uncertainty, revealing how people turned to various forms of media to seek clarity, security, and understanding. The findings are valuable not only for understanding the past pandemic but also for preparing communication strategies in the face of future crises.