Content Analysis of MGNREGAs TV Advertisements and Online News Coverage
Published: 2019
Author(s) Name: Shriram Kadia, Sapna Parashar |
Author(s) Affiliation: Research Scholar, Institute of Management, Nirma University, Ahmedabad, Gujarat, India.
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Abstract
To assess the portrayal of MGNREGA (Mahatma Gandhi National
Rural Employment Guarantee Act) in TV advertisements and
online news coverage, two content analysis were conducted
for the present study. The first objective of the study was to
understand the content of MGNREGA TV advertisements on the
basis of components such as voice over, crew members of TV
advertisements, crew members’ age, background music and the
techniques used for advertisements’ execution (i.e., slice of life,
dramatization, testimonial, animation and others). The second
objective was to see how different aspects were influencing the
implementation and communication dissemination of MGNREGA,
and how these aspects were covered in the online newspaper
coverage of well-known publishers (i.e., The Hindu, Times of India,
DNA, The Indian Express, The Hindustan Times and others).
MGNREGA’s 11 TV advertisements and 74 published (online)
news articles (between 2012 and 2016) were considered for the
purpose of content analysis. The result of the study revealed that
i) MGNREGA’s TV advertisements carried easy to understand
message but were not creative in approach and ii) MGNREGA gets
a lot of media attention in India and reputed publisher breaks various
MGNREGA news stories through techniques such as informative
news, opinion based news and analytical news. Discussions are
incorporated to discuss the major findings of the study and relate it
to the available literature. The limitations of the study are presented
and future research avenues are proposed.
Keywords: Content Analysis, MGNREGA, TV Advertisements, News Articles
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