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

Abstract

The technological advancements and communication revolution has resulted in majority of people across the developed and developing countries 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 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 was collected from 600 respondents across Karnataka from 4 districts namely-Bengaluru, Mysuru, Kalaburagi and Dharwad. The study found that among mass media, newspaper was more prominently used 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.