Abstract

This study delves into the intricate landscape of perception of students of a state agricultural university towards viral social media content, offering insights into gender, mass media ownership, extent of use, sources of viral social media content, perception of students regarding viral social media content, as well as benefits and constraints. The respondents consisted of 60 post graduate students of a state agricultural university, with a slight majority of female students (56. 67%) and 43. 33 percent male students. The prevalence of smartphone ownership (95. 00%) and digital device usage (65. 00% for laptops/desktops) underscores their reliance on technology. Internet usage was widespread, with 85. 00% of students accessing it regularly. Our investigation revealed that YouTube serves as the primary source for viral social media content (85. 00%), followed by WhatsApp (68. 33%) and Instagram (66. 66%). Students exhibited diverse perceptions, with 71. 66% holding a neutral view, while 15. 00% leaned towards a negative perception, and 13. 33% maintained a positive outlook. Noteworthy benefits of viral content included its role in raising awareness (85. 00%) and fostering creativity (70. 00%). However, constraints were evident, notably the spread of false information (86. 66%) and concerns regarding addiction (65. 00%). These findings emphasize the paramount importance of promoting critical media literacy and responsible content sharing among students. In an era characterized by digital media dominance, this research enriches our understanding of how students navigate and engage with mass media and viral content, spotlighting both the opportunities and challenges they encounter.

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