Snehal Patwardhan
Independent Researcher
Maharashtra, India
Abstract
This study investigates the comparative levels of trust that elderly voters in Tamil Nadu place in print media versus television news broadcasts in their regional language, Tamil. Given India’s media plurality and the pivotal role of regional language outlets, understanding trust differentials among senior citizens is vital for enhancing democratic engagement. We administered a structured questionnaire to 250 respondents aged 60–85 across urban (Chennai) and rural (Thanjavur, Tirunelveli, Salem) districts between January and March 2025. The instrument comprised the 10‐item Reuters Institute Media Trust Scale (adapted into Tamil) for both print and television, yielding high reliability (Cronbach’s α = .89 for print, .87 for television). Respondents also provided open‐ended comments on trust determinants. Quantitative analyses—including paired‐sample t‐tests, two‐way ANOVAs, and hierarchical regressions—demonstrated a significantly higher mean trust score for print (M = 4.12, SD = 0.68) than for television (M = 3.57, SD = 0.79), t(249) = –9.37, p < .001. Urban participants exhibited a larger trust gap than rural ones, and higher education predicted increased print trust but did not affect television trust. Qualitative thematic analysis (κ = .82) identified three core themes underpinning print trust—perceived depth, permanence, and language clarity—and two for television—immediacy and visual engagement tempered by concerns of sensationalism. These findings underscore the enduring credibility of print among seniors and suggest targeted interventions—such as enhanced fact‐checking segments on television and audio‐visual summaries of print articles—to foster balanced media trust. Implications span media policy, journalistic practice, and civic literacy programs aimed at elderly populations.
Keywords
Print Media, Television News, Trust, Regional Language, Elderly Voters, Tamil Nadu
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