SCOPE OF MEDIA ADVOCACY DURING COVID-19: A SELECTED CASE STUDY IN KOLKATA

The spread of the Covid-19 has presented an unparalleled challenge for media management as well as for the media content. The pattern of daily life changed due to the excessive use of media. India, as a nation has been in the third position worldwide, many deaths during a pandemic are concerned. Kolkata being one of the metro cities of the country has not been exempted. The regional media content perceived a knowledge gap with the highest circulated national daily of the country. The changed media content, and audience perception towards the change, and the need for media advocacy during any health crisis in general and Covid-19 in particular, is studied in this paper using a mixed approach of both quantitative and qualitative. The discourse analysis of the newspapers in a constructed week format, representing a six months study during the pandemic, and the primary data from the audience suggested the behavior change and attitude formation through media, in this unique study.