Media Preferences for Climate Change Information among Rural Women in Tamil Nadu: Traditional or Digital?

Abstract

Communication plays a vital role in enhancing environmental awareness and supporting informed decision-making among rural communities. This study compared the use of traditional and digital media as sources of climate change information among rural women in Tamil Nadu. It examined whether media preferences varied across age groups. Primary data were collected from 982 rural women using a structured interview schedule. Media exposure was assessed across six information sources representing traditional and digital platforms: television, newspapers, magazines, radio, search engines, and WhatsApp. The media exposure scale demonstrated acceptable internal consistency (Cronbach's α = 0.643). Pearson's Chi-square test was employed to examine associations between age groups and media preferences. The findings revealed significant age-related differences in the use of traditional media, with television emerging as the most preferred source of climate change information across all age groups. In contrast, the use of search engines and WhatsApp did not differ significantly across age categories, suggesting that digital platforms have evolved into shared information spaces connecting rural women across generations. The findings highlight the complementary roles of traditional and digital media in improving access to climate information and support the adoption of integrated communication strategies to strengthen climate awareness among rural communities.