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Research Paper | Sports and Fitness | India | Volume 12 Issue 4, April 2023 | Popularity: 5.4 / 10

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Impact of Mann Ki Baat on National Integration and Peace through Sports in the North-East States and Jammu and Kashmir

Dr. Usha S Nair, Dr. Keren Susan Cherian, Dr. Kuldeep Singh, Dr. Arijit Chakraborty

Abstract: In this digitisation age, the use of All India Radio (AIR) as a mass communication channel by the Prime Minister of India has altered the scenario and induced new life to public broadcasting through the programme "Mann Ki Baat" (MKB). The show has gained popularity in society both within and outside India. The purpose of this study was to determine the increase in sporting activities driven by the "Mann Ki Baat" programme and its impact on national integration and peace in the North-East states and the union territory of Jammu and Kashmir. The study adopted a cross-sectional observation design based on a purposive sampling of participants. Twenty-six thousand two hundred and sixteen participants (N=26,216) were recruited for the study, including students, teachers, athletes, and coaches from two-three leading institutions (universities, schools, SAI). Out of total participants, 2,859 were from eight states of the North-east region, and 23,357 were from Jammu & Kashmir. It was found that greater than 88 per cent of the participants provided a positive response for impact of MKB on increase in sports participation. And, over 85 per cent of participants provided a positive response to questions on peace and national integration through sports. In conclusion, the "Mann Ki Baat" programme had resulted in an increase in sporting activities and had an impact on national integration and peace in the North-East states and union territory of Jammu and Kashmir.

Keywords: Impact Assessment, Mann Ki Baat, Radio Programme, Sports Participation, Peace, National Integration

Edition: Volume 12 Issue 4, April 2023

Pages: 1122 - 1132

DOI: https://www.doi.org/10.21275/SR23419122852

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