Information Needs and Seeking Behavior of Santal Communities in Mayurbhanj

A Comparative Study of Urban and Rural Contexts

Abstract

This study examines the information needs and information-seeking behaviors within the Santal community in Mayurbhanj, Odisha, utilizing a comparative framework between urban and rural contexts. The study is undertaken to examine how socio-economic factors, cultural influences, and technology accessibility shape information-seeking behaviors. Statistical tools used for the study include regression analysis, chi-square test, standard deviation, and mean calculation using SPSS and MS Excel. Regression analysis will be used to estimate the influence of socio-economic factors on information access and utilization. The Chi-Square test determines the association of different types of information needs among rural and urban Santal  communities. The study indicates that socio-economic factors significantly affect access to information and availability, particularly in rural areas, where individuals lack access to technology and government resources, hindering their information-seeking behavior. Digital platforms and organized information conduits are more accessible to urban Santals.