LANGUAGE IN INDIA

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Volume 25:12 December 2025
ISSN 1930-2940

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A Comparative Study of Television Media and Social Media Platforms in Shaping Youth Awareness and Environmental Concern Toward Recent Cauvery River Pollution 2024 - 25

Mr. Jenin Raj. S and
Dr. S. Nandakumar

Abstract

The Cauvery River, one of the lifelines of South India, has faced renewed threats in the form of pollution, industrial discharge, untreated sewage, and encroachment, all driving environment harm and public health risks of late. This study examines the role of television exposure and social media use in shaping youth awareness and environmental concern about the pollution of the river in 2024-25. Data was collected from 50 young people using a structured questionnaire that measured media exposure, awareness, and environmental concern. The reliability check of the data showed strong internal consistency: a = 0.970 for items on TV and a = 0.966 for social media items. The corrected Pearson correlation between TV exposure and awareness was r = 0.854 (p <.001), indicating a strong association. Simple linear regression showed that social media use significantly predicted environmental concern: ß = 1.051, R² = 0.852, p <.001. It is concluded from these observations that traditional and digital media play an important role in shaping youth environmental consciousness and point toward the use of media-based campaigns to mobilize youth for Cauvery River conservation.

Keywords:Cauvery River Pollution, Television Media, Social Media, Youth Awareness, Environmental Concern

Background of the Study

Cauvery River Pollution Crisis, 2024 - 25 In November 2025, reports showed foamy, untreated wastewater-possibly mixed with chemicals-flowing into the Cauvery near Kushalnagar. A few people bathing in the river developed skin irritation and other health problems. Locals blamed it on damaged sewage lines and discharge of untreated effluents from commercial establishments. The pollution created widespread alarm and demands for immediate action by the government (Prajna 2025; The New Indian Express 2025). To address such concerns, a ?49.56 crore sewage treatment project was restarted in Madikeri with the agenda of not allowing untreated waste to enter the river. Experts said that without continuous monitoring and enforcement, such steps could provide only temporary relief. The degradation has revived public concern; local activists and residents staged protests in Kodagu district, demanding protection of the river and removal of encroachments along its banks (Times of India 2025).

Role of Media and Youth Engagement Media significantly shapes public perception and can mobilize concern. Agenda-Setting Theory suggests the issues the media foregrounds become the issues the public deems important. In environmental crises, media coverage can frame the problem, provide information, and change attitudes. Youth, who are highly active online, discuss environmental issues frequently and can act as catalysts for wider awareness. Given the Cauvery's ongoing pollution and rising local concern, an examination of how youth media exposure affects awareness and concern is timely to inform environmental campaigns, policy advocacy, and community mobilization.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Mr. Jenin Raj. S
PhD Research Scholar,
Department of Journalism and Mass Communication,
Periyar University, Salem, Tamil Nadu, India.
drjrsmedia@gmail.com
&
Dr. S. Nandakumar
Professor and Head,
Department of Journalism and Mass Communication,
Periyar University, Salem, Tamil Nadu, India.
Nandakumar.su@gmail.com

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