INTRODUCTION:

Mass media has become an essential component of modern life, influencing attitudes, beliefs, and patterns of behavior in a wide range of fields. Dietary habits are the most important areas that are impacted by the media. The proliferation of digital platforms, social media, internet marketing, and television commercials has exposed people—especially young college-going girls—to a wide range of food-related information The media has a significant influence on determining dietary preferences and consumption patterns in areas like Patna, Bihar, where modernity is drastically changing people's lifestyles¹. As the capital of Bihar, urban Patna has seen a sharp increase in digital penetration, giving mass media a significant influence on how its citizens live. Due to media exposure and the increasing influence of westernized eating patterns, the city, which is renowned for its rich cultural and gastronomic legacy, is seeing a change in its eating habits. Due to the extensive use of digital media sites like Instagram, YouTube, and food blogs that advocate for particular diets, fast food culture, and even health-conscious eating practices, college-going girls in this area are especially vulnerable to these changes. People's dietary decisions are influenced by the media, which promotes particular foods through commercials, celebrity endorsements, and social media trends ². Companies that sell soft drinks, processed foods, and fast-food chains make significant investments in marketing techniques to draw in young customers. These kinds of advertising tend to have an impact on college-going girls, who are impressionable and frequently make their own eating choices. The psychological effect of advertisements featuring aesthetically pleasing food products, frequently combined with catchy taglines, promotes impulsive eating. Additionally, by linking food goods to success, glamour, and an ideal lifestyle, celebrity endorsements serve to further solidify these trends³. The emergence of social media influencers in recent years has had a big impact on how people eat. There is an abundance of food-related material on websites like YouTube and Instagram, including diet vlogs and videos. Young audiences are greatly influenced by influencers who participate in food challenges, review restaurants, or advocate for popular diets like veganism or keto⁴. College-going girls eagerly follow these influencers in an urban setting like Patna, where use of the internet is increasing, and they frequently change their eating habits to fit in with fads in food. This trend is made worse by the availability of online meal delivery services, which allow students to try new foods without any limitations. The contrast between the promotion of healthy and harmful eating habits is another important component of media impact⁵. Fast food and sugary drinks are frequently praised in ads and social media posts, but organic food, diets, and exercise are also becoming more and more popular. Young females who are exposed to both extremes are given a contradictory narrative by this dilemma. Frequent exposure to junk food ads may cause some people to acquire unhealthy eating habits, while fitness bloggers and diet culture spread on social media may push others to engage in severe diets. Because of this duality, it is essential to look at how the media affects their food-related views and decisions⁶. In addition, Patna's fast-paced lifestyle brought about by urbanization greatly influences dietary choices due to ease. Girls in college who are balancing social obligations and academic obligations frequently choose quick and convenient meals. Young people now find it simpler to rely on processed and packaged meals due to the abundance of fast-food restaurants and aggressive marketing tactics⁷. Fast food consumption is portrayed by the media as fashionable and socially acceptable, normalizing and even glorifying this culture. Even though the media has a big impact on people's eating habits, people are becoming more concerned about nutrition and eating healthy⁸. The impact of bad dietary choices has begun to be highlighted in government programmes, health campaigns, and documentaries. Now that they are increasingly aware of the negative effects of consuming junk food in excess, many college-bound girls in Patna are trying to change their diets to include healthier options. Filtering reliable information from the deluge of food-related news on different media platforms is still difficult, though⁹.

The purpose of this study is to investigate further how the media affects the eating habits and dietary preferences of college-bound females in Patna, Bihar. The study will shed light on the degree of media influence by examining how commercials, celebrity endorsements, and social media trends affect their eating patterns. Additionally, it will investigate how health-conscious young girls are and how the media either promotes or discourages good eating habits. In order to create successful interventions that encourage college students to make balanced and knowledgeable food choices, legislators, educators, and health experts must have a thorough understanding of these dynamics.

OBJECTIVES:

1. To know the socio-demographic features of college-going girls in urban Patna.

2. To assess the dietary habits of college-going girls in urban Patna

3. To know the media-based information of college-going girls in urban Patna.

4. To assess the awareness level regarding healthy and unhealthy food choices due to media exposure.

METHODOLOGY:

This study employs a mixed-method approach, combining both qualitative and quantitative research methods to analyse the impact of mass media on the dietary habits and food choices of college-going girls in urban Patna, Bihar. The research focuses on a sample population of 300 college-going girls aged between 18 and 26 from various institutions across the city. A structured questionnaire was designed to collect data through online surveys and faceto-face interviews. The survey comprises multiple-choice questions, Likert-scale statements, and open-ended responses to assess the extent of media influence on dietary choices. The collected data was compiled and analysed with the use of statistical tools and procedures; the outcomes are described below.

RESULT AND DISCUSSION:

Sociodemographic indicators:

The socio-demographic details of the study sample offer important information about the backgrounds of the urban Patna, Bihar. About 150 (50 percent) of the respondents were in the age group of 18–20 years, followed by 105 (35 percent) in 21–23 years of age and 90 (15 per cent) were in 24–26 years of age. It appears from the table the majority of respondents are in their early years of adulthood, and their long-term eating and media consumption behavior laid the foundation, and critically forms the base of their future health.

Table 1: Socio-demographic indicators

Socio-demographic factors	Categories	Frequency (N=300)	Percentage (%)
Age Group	18-20 years	150	50
	21-23 years	105	35
	24-26 years	45	15
Educational Background	Undergraduate	210	70
Educational Background	Postgraduate	90	30
Family income level	Low	75	25
	Middle	180	60
	High	45	15
Resident type	Hostel/PG	120	40
Resident type	With Family	180	60
Internet Usage	Less than 2 hours/day	60	20
	2-5 hours/day	150	50
	More than 5 hours/day	90	30

The vast majority 210(70 percent) of students are enrolled in undergraduate programmes, and the remaining 90(30 percent) pursuing post-graduate courses. At this stage of their life, they are developing their own eating preferences and lifestyles, which mainly get influenced and shaped by peer pressure and media trends. Table 1 indicates that economic status also has influences on eating habits of college going girls i.e about 180(60 percent) of the participants were from middle-level of family income, 75(25 percent) were from low-income families, and only 45(15 percent) were from high-income families. Again, the data available on the approaches towards availability to affordability of different food shows that respondent' options may vary, which effects their eating habits. Participants' residential situation shows that about 120(40 percent) of them living under hostels situation or as paid guest, and were more exposed to the commercially accessible food options and digital food marketing, which simply affects their eating behavior, and the rest 120(60 percent) of them who lives with their families have less chances to be exposed to these commercial food items. Furthermore, the respondents' internet usage patterns indicates that approximately 150(50percent) of the respondents were spending two to five hours a day online, followed by 90(30 percent) spending more than five hours, and only 60(20 percent) reported that they use Internet for less than two hours.

Media-based information:

This significance uses of digital media may also have big influence on their eating habits. Advertisements made on social media and internet continue to influence the food choices of young consumers to a great extent.

Table 2: Media-based information

Questions	Categories	Frequency (N=300)	Percentage (%)
Do You Have Any Device	Basic phone	38	12.7
	Smartphone	186	62.0
	Simple Mobile	76	25.3
Do You Have Computer	Desktop	37	12.3
	Laptop	37	12.3
	None Of These	226	75.3
Do You Have Internet Feature	Mobile Connection	262	87.3
Do You Have Internet Feature	Wi-Fi Connection	38	12.7
Do You Have Computer Ability	Yes	169
Do You Have Computer Ability	No	131
Which Social Media Site Do You Use	Instagram	76	25.3
	Snapchat	37	12.3
	Whatsapp	112	37.3
	Youtube	75	25.0
Did you get any information related to nutrition	Yes	196	65.3
Did you get any information related to nutrition	No	104	34.7
Do you follow any media account that focus on healthy eating	Yes	222	74.0
	No	78	26.0
Do you have influence of Nutritional Advices on social media	Yes	212
	No	68

The information sheds light on the social media usage, internet connectivity, and technical accessibility of a sample population. Table clearly shows that about 186 (62 percent) of respondents owned a smart phone, while 76(25.3 percent) of them were using the simple mobile phone, and just 38(12.7 percent) didn't own a mobile device were still using the basic phone which clearly explains the expanded use of mobile devices among young college going students. Again a significant majority 226(75.3percent) of respondents do not have computer of their own, whereas 74(25.4 percent) of respondents have their own laptop/Desktop facility. Table further informs that about 262(87.3 percent) of respondents having net connection through mobile internet connection and only 38(12.7percent) were using Wi-Fi connections for, internet access. This implies a significant reliance on mobile data for internet-related activities. Information gathered regarding proficiency in computer skills only about 169(52.0 percent) of respondents were showing their proficiency in computer skills and 131(37.3 percent) were not able to handle computer efficiently. The research also highlights respondent choice in uses of social media, it was found that WhatsApp, is one of the most popular platforms used by a maximum 112(37.3 percent) of respondents followed by Instagram 76(25.3 percent) and YouTube 75 (25.0percent) and Snapchat 37(12.3percent) respectively.

Table further provides information on the media’s influence on respondent interests and consciousness regarding healthy eating behavior and nutrition. It is clear from the above table that about 196 (65.3 percent) of respondents were getting nutrition information through social media and about 222 (74.0 percent) were following the accounts which focuses on healthy eating practices. And about 212 (70 percent) were following various nutritional advices being provided to them through social media. The whole gathered information clearly shows that, the digital access is dominated by smart phones and mobile internet, with messaging apps like WhatsApp being essential for communication. The digital environment of the population is highly dependent on social media and mobile devices for communication.

Dietary habits of the respondents:

Changes in dietary habits have a great impact on college students. Study found that healthy dietary habits have a positive impact on college students’ academic performance. In addition, unhealthy dietary habits often cause serious mental health problems for college students. Many college students are unaware of the role of diet on mental health. In addition to academic performance and mental health, a healthy diet also affects the physical health of college students. Although, many studies have analyzed the association between diet and health. Ads and social media have a big impact on what people eat, but they frequently convey contradictory messages about eating healthy. Some media content emphasized various options in Convenience and fast food, which affects balanced diets, while some other content encourages bad eating habits. Young women are especially susceptible to these factors, which impact their eating choices and frequently give taste and societal trends precedence over health advantages.

Table 3: Dietary habits of the respondents

Questions	Categories	Frequency (N=300)	Percentage (%)
How would you rate your diet	Good	210	70.0
How would you rate your diet	Satisfactory	90	30.0
Has your appetite changed within the past month	Yes	120	40.0
Has your appetite changed within the past month	No	180	60.0
Do you have any food allergies and food intolerances	Yes	36	12.0
Do you have any food allergies and food intolerances	No	264	88.0
Have you ever been on a diet	Yes	92	30.7
Have you ever been on a diet	No	208	69.3
Are you currently following a special diet	Yes	120	40.0
Are you currently following a special diet	No	180	60.0
Have you purposefully restricted food intake	Yes	92	30.7
Have you purposefully restricted food intake	No	208	69.3
Out of 7 days in a week, how many days do you skip breakfast	One Day	93	31.0
	Two Days	95	31.7
	Three Days	28	9.3
	More Days	84	28.0
How often do you drink other sweet beverages (eg. Sweet tea, sugary coffee drink)	1orLess/Week	175	58.3
	2-4/Weeks	70	23.3
	5-10/Weeks	55	18.3
What is your daily water intake (cups)	1 or Less/Day	30	10.0
	2-4/ Day	90	30.0
	5-8/Day	60	20.0
	9+/day	120	40.0
How often do you eat fast food	Rarely	60	20.0
How often do you eat fast food	2-3/week	120	40.0
	1-2/Week	120	40.0
How often do you or go to a restaurant	0-1/Month	120	40.0
How often do you or go to a restaurant	2-3/Month	180	60.0
Are you aware of my plate concept	Yes	239	79.7
Are you aware of my plate concept	No	61	10.3
Which one you prefer from the following when you have to eat from outside	Fast food	150	50.0
	sweet snack	60	20.0
	fruit/veg juice	30	10.0
	fruit salad	60	20.0
How often do you eat snacks	Morning Snack	240	80.0
	Evening Snack	30	10.0
	Gazing Through Day	30	10.0
Did you feel an extremely low or unhealthy weight	Yes	240	80.0
Did you feel an extremely low or unhealthy weight	No	60	10.0

Table gathered information’s on dietary patterns of college-going girls in urban Patna which indicates that a huge majority of 210(70 percent) rated their diet under Good and 90(30 percent) rated under satisfactory. Again 120(40 percent) of them noticed changes in their appetite, while the 180(60 percent) have reported no changes in their appetite in last one month. Food allergies and intolerances was not so common affected only 36(12 percent) of respondents. Information for being on diet shows that only about 90(30.7 percent) had interest on been on a diet in the past. Again, 120(40 per percent) of participants followed some special diets and about 90(30.7 percent) have purposeful food restrictions in their diet. Report on skipping meal in a week shows that 84(28 percent) of college going girls were skipping their breakfast more than three days in a week and almost 188(62.7 percent) were skipping their breakfast one or two days in a week, thus it can be concluded that practice of skipping breakfast is a common dietary habit among college going girls. Information on habit of daily water intake shows that a maximum of 120(40 percent) drink more than nine cups of water per day. Fast food eating habits shows that almost 240(80 percent) of respondents are used to eat fast foods in a week, and only 60(20 percent) of respondents ate fast food only once in a week.

Table further shows that about 239(79.7percent), of respondents were aware of the concept of “My Plate”. The study also identifies an alarming trend of consuming snacks that is about 240(80 percent) respondents snacked in their morning diet. Consciousness towards diet quality and nutritional balance shows the fact that 240(80 percent) of individuals reported having an unhealthy eating habits or excessively low weight at some point.

Food Choices and Media Exposure:

The study on awareness level regarding healthy and unhealthy food choices due to media exposure sheds light on how a sample population food consumption patterns, dietary preferences, and perceptions of foodrelated information are influenced by media and social media exposure. The findings suggests that people do not simply passively view information about what other people are eating online, but that this digital information can shape our food preferences and choices. Further research is needed to explore whether and how these findings can be translated into digital interventions to help support individuals who want to make healthier food choices and to understand how social media platform can be used as a tool to support healthy eating behavior.

Table 4: Awareness level regarding healthy food choices due to media exposure

Questions	Categories	Frequency (N=300)	Percentage (%)
How often do you consume fast food?	Daily	50	16.7
	2-3 times a week	100	33.3
	Once a week	90	30.0
	Rarely	60	20.0
Have you changed your eating habits due to social media?	Yes	180	60.0
Have you changed your eating habits due to social media?	No	120	40.0
Do you follow diet trends promoted on social media	Yes	140	46.7
Do you follow diet trends promoted on social media	No	160	53.3
Do you believe food advertisements influence your food choices	Yes	210	70.0
	No	90	30.0
Have you tried a new food product after seeing it on social media	Yes	195	65.0
	No	105	35.0
Do you prefer homemade food over processed food	Yes	230	76.7
Do you prefer homemade food over processed food	No	70	23.3
Do you think media exaggerates health benefits of certain foods	Yes	170	56.7
	No	130	43.3
Have you ever purchased a food product based on a celebrity endorsement	Yes	160	53.3
	No	140	46.7
Do you follow influencers or food bloggers for dietary recommendations	Yes	210	70.3
	No	90	30.0
Have you ever been influenced by a health awareness campaign on social media	Yes	190	63.3
	No	110	36.6
Do you think advertisements provide complete nutritional information about food products	Yes	140	46.6
	No	160	53.3
Have you ever avoided a food item after watching negative media coverage about it	Yes	170	56.7
	No	130	43.3
Are you aware of the impact of preservatives and artificial additives due to media exposure	Yes	180	60.0
	No	120	40.0
Do you consider food labels and ingredients before purchasing a product	Always	120	40.0
	Sometimes	100	33.3
	Rarely	50	16.7
	Never	30	10.0
Have you changed your beverage consumption (e.g., soft drinks, energy drinks) due to media influence	Yes	170	56.7
	No	130	43.3

Data presented in table 4 shows that frequency of eating fast food consumption among college going girls varies, about 150(50 percent) consume fast food almost in their Diet or 3to 4 days in a week only 60(20 percent) reported that they consume fast food rarely in their diet. Again about 180(60 percent) of respondents changed their dietary habits in influence of social media Furthermore, it indicates that 160(53.3 percent) of people do not follow diet trends that were advertised online in social media, On the Whole about 210(70.0 percent) of respondents acknowledged that food commercials have a significant impact on their decision-making. In addition to this about 195(65 percent) of respondents tried new foods after watching them on social media. Despite of media influences, a majority of them i.e 230(76.7 percent) prefers to eat homemade food over processed options.

However, media messaging is met with skepticism, as 170(56.7 percent) believe that media exaggerates the health benefits of certain foods, and 160(53.3 percent) of them think that advertisements fail to provide complete nutritional information. The purchasing behaviors, with of respondents shows that about 160(53.3 percent) of them were buying food products on the basis of celebrity endorsements and again about 210(70.3 percent) were followed influencers or food bloggers for dietary advices. Information gathered on the influences of various Health awareness campaigns clears that almost 180(63.3 percent) of respondents, and 170(56.7 percent) have avoided food items due to their negative coverage in media. Awareness regarding impact of preservatives and artificial additives on health was high, with 180(60 percent). The food purchasing behavior of selected respondents shows that, only 120 (40 percent) were particularly conscious of labels made on food packages as they consider them on regular basis, while 100 (33.3 per cent) do it occasionally and very few of them i.e 50 (16.7 percent) and 30(10 percent) never examine ingredients on food packages before eating them. Media also affects beverage consumption, as 170 (56.7percent) have changed their drink choices on basis of media advertisements.

CONCLUSION AND RECOMMENDATION:

In urban Patna, college-going girls' eating habits are significantly influenced by the media. It raises awareness of the importance of eating healthily, but it also encourages the consumption of harmful fast food. Programs for media literacy are necessary to assist young people in making educated dietary choices. In order to combat deceptive advertising and promote balanced diets, educational programmes and nutrition awareness activities should also be reinforced. Young people's long-term health can be ensured by promoting healthier eating habits through a cooperative strategy comprising media outlets, medical professionals, and educational institutions.

According to the study, eating choices are greatly influenced by mass media, especially digital platforms. Perceptions of healthy and harmful food items are influenced by social media trends, influencer endorsements, and advertising exposure. Many young people follow food fads promoted by social media influencers, which may not necessarily be in accordance with dietary recommendations supported by science. Additionally, the participants' choice for fast food is further influenced by its convenience, which is frequently promoted in the media. To encourage better food choices, focused interventions are needed. In order to lessen the detrimental impacts of mass media influence, health campaigns, awareness initiatives, and media literacy instruction might be extremely important. Policymakers, educators, and digital content producers must work together urgently to promote responsible media messages and promote a healthy, balanced diet.

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Received on 21.05.2025 Revised on 01.08.2025

Accepted on 22.09.2025 Published on 07.03.2026

Available online from March 10, 2026

Res. J. of Humanities and Social Sciences. 2026;17(1):9-14.

DOI: 10.52711/2321-5828.2026.00002

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.