Abstract
This study examines how politically aligned viewers in India engage with mainstream televised news narratives. It aims to understand the extent of viewers’ critical engagement with politically charged media content as well as their interpretive practices. Addressing contemporary issues such as audience–media relationships and media literacy, the research is positioned within media studies and political communication. Using a qualitative approach, the study combines ethnographic observations with semi-structured interviews. The data were thematically analysed to explore emotional engagement, viewing habits, and perceptions of bias. Preliminary findings suggest that although participants do not report deep emotional attachment to news content, they often express strong agreement or opinions during viewing. Television remains central to their media consumption, driven by routine, trust, and familiarity, even when other media sources are accessible. Participants show a limited and varied understanding of bias, and none reported engaging in fact-checking, though some noted that younger family members occasionally challenge news credibility. The study is limited by its small, geographically constrained sample. Nonetheless, the findings offer insight into the informal, everyday workings of media literacy among ideologically aligned audiences and the internalisation of political narratives.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Media Consumption, Audience Interpretation, Political Communication, Media Literacy, Prime-Time News
