28, May 2025

The Influence of Media on Social Behaviour During the Cauvery Water Crisis

VOLUME-9; ISSUE-5; MAY-2025

Author(s): Mr. Jenin Raj. S, Dr. S. Nandakumar

Authors Affiliations:

1. PhD Research Scholar, Department of Journalism and Mass Communication, Periyar University, Salem, Tamil Nadu, India
2. Professor and Head, Department of Journalism and Mass Communication, Periyar University, Salem, Tamil Nadu, India

DOIs:10.2017/IJRCS/202505012     |     Paper ID: IJRCS202505012


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ABSTRACT The media holds immense power as a key cultivator of public opinion, especially during times of crisis. It is essential to analyse and interpret the distinctive role played by television news channels to promote a more positive and responsible approach to crisis coverage in the future. This study examines the news coverage of the Cauvery water crisis in Karnataka, focusing on the impact of NewsChannel, their perceived roles, and responsibilities. The study reveals that extensive and, at times, sensationalized news coverage influenced public sentiment, amplified tensions, and shaped social discourse. The findings offer an introspective perspective for news channels, highlighting that viewers were significantly influenced by the coverage. It also underscores how media content selection and selective exposure can, at times, be provocative.  
Crisis in news coverage, Regional News channels, Media Influence, Social behaviour

Mr. Jenin Raj. S, Dr. S. Nandakumar (2025); The Influence of Media on Social Behaviour During the Cauvery Water Crisis, International Journal of Research Culture Society,    ISSN(O): 2456-6683,  Volume – 9,   Issue –  5,  Pp.66-73.        Available on – https://ijrcs.org/

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