Health Risk Behaviour as Depicted in the Media

Media plays a very significant and influential role in our day today life. Everyday programs include advertisement and entertainment programmes like serials etc., but now a days, everyday at least five risky behaviours are witnessed by the public. The present study was planned to know the role of media in relation to health risk behavior. The selection of the sample was done randomly in Siddavatam village and Kadapa town. After obtaining prior information, the subjects were contacted individually at their home and explained the purpose of the study and seeking their co-operation. The obtained data was analyzed and results show that health risk behavior is commonly witnessed in the media and found less preventive measures to reduce health risk behaviour. The links between media consumption and smoking and alcohol use also are strong and there is good evidence that they are causal. Currently there is need of high-quality research to make it possible to say whether the links are causal. To better understand the effect of the media on youth risk behavior, researchers will have to develop comprehensive explanatory models that include socioeconomic and cultural variables.