Media Reach Among Fisherwomen in Cuddalore District in Tamil Nadu

Abstract

Media has become a powerful weapon in modern society. The earth is encompassed by communication satellites and both rich and poor, although disparate, are linked to a single emerging world of the media. The last few years have witnessed a tremendous growth of interest in how the media work, how they affect people's daily lives, and how the public might ensure the fulfilment of the staggering potential of the media. The media bring change in behaviour and attitude of the people by emphasizing on certain issues (Altheide, 1985). With the revolutionary progress of mass communication, an unprecedented opportunity has been created to share and exchange information for knowledge and social change (McCombs & Shaw, 1972). New technologies in the latest media such as the Walkman, Cellular phones, handheld Television, and wireless portable computers, make it possible to carry media into places and spaces of everyday life. Media serve the individuals and society in different perspectives for further development and empowerment of fisherwomen. Against this backdrop this article seeks to define and discuss the issues connected to modern social media. The core area of discussion is how the modern media serve fisherwomen of Cuddalore District of Tamil Nadu for development and empowerment in the competitive world of globalization and free market.