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IMPACT OF TV SOAP OPERA ON THE LIFE-STYLE OF
TODAY'S WOMEN
Makhanlal Chaturvedi Rashtriya Patrakarita avem
Sanchar Vishwidyalaya,Bhopal
B.Sc Electronic Media 5th Semester
Name of Student: CHANDRA PRATAP PANDEY
Roll No.: 536346
Enrollment No.: D1302070014
Research Guide
Dr. Priyanka Srivastava
Film Institute of eMITS
Lucknow
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CERTIFICATE
This is to certify that Chandra Pratap Pandey has preparedresearch project under my supervision on the topic IMPACTOF TV SOAP OPERA ON THE LIFE-STYLE OF TODAY'S
WOMEN submitted by me for your kind perusal.
In my opinion and confidence this is his/her fundamental work.
Research Guide
Dr. Priyanka SrivastavaFilm Institute of eMITS
Lucknow
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DECLARATION CERTIFICATEDECLARATION CERTIFICATE
IChandra Pratap Pandey research scholar am hereby declared that I
studied and prepared project on IMPACT OF TV SOAP OPERA ON THE
LIFE-STYLE OF TODAY'S WOMENunder directions of Dr. Priyanka
Srivastava. I am here by submitting the short research project for your
kind perusal. My aforesaid is my fundamental work.
Research scholar- Chandra Pratap Pandey
Session- 2010-13
Enrollment No- D1302070014Film Institute of eMITS, Lucknow
Research Scholar Signature
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ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my
guide (Priyanka Srivastava) for her exemplary guidance, monitoring and constant
encouragement throughout the course of this assignment. The blessing, help and
guidance given by her time to time shall carry me a long way in the journey of life on
which I am about to embark.
I also take this opportunity to express a deep sense of gratitude to all friends, for her
cordial support, valuable information and guidance, which helped me in completing
this task through various stages.
I am obliged to staff members of FIeMITS, for the valuable information provided by
them in their respective fields. I am grateful for their cooperation during the period of
my assignment.
Lastly, I thank almighty, my parents, brother, sisters and friends for their constant
encouragement without which this assignment would not be possible.
CHANDRA PRATAP PANDEY
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INDEX
INTRODUCTION
OBJECTIVE
RESEARCH METHODOLOGY
SAMPLING
DATA ANALYSIS AND INTERPRETATION
QUESTIONNAIRE
FINDINGS
CONCLUSION
BIBLOGRAPHY
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CHAPTER 1
INTRODUCTION:
A soap opera, often referred to as a "soap", is an
ongoing, episodic work of dramatic fiction presented in serial
format on radio or as television programming. The name soap
opera stems from the original dramatic serials broadcast on radio
that had soap manufacturers, such as Dial Corporation, Procter &
Gamble, Colgate-Palmolive and Lever Brothers, as
sponsors[1] and producers.[2] These early radio series were
broadcast in weekday daytime slots, usually five days a week,
when most listeners would be housewives; thus the shows were
aimed at and consumed by a predominantly female audience.[1]
A crucial element that defines soap opera is the open-ended
nature of the narrative, with stories spanning several episodes.
One of the defining features that makes a television program a
soap opera, according to Albert Moran, is "that form of television
that works with a continuous open narrative. Each episode ends
with a promise that the storyline is to be continued in another
episode".[3]
6
http://en.wikipedia.org/wiki/Episodehttp://en.wikipedia.org/wiki/Dial_Corporationhttp://en.wikipedia.org/wiki/Procter_and_Gamble#Productionshttp://en.wikipedia.org/wiki/Procter_and_Gamble#Productionshttp://en.wikipedia.org/wiki/Colgate-Palmolivehttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Soap_opera#cite_note-Bowles-118-1http://en.wikipedia.org/wiki/Soap_opera#cite_note-2http://en.wikipedia.org/wiki/Soap_opera#cite_note-Bowles-118-1http://en.wikipedia.org/wiki/Soap_opera#cite_note-Bowles-121-3http://en.wikipedia.org/wiki/Episodehttp://en.wikipedia.org/wiki/Dial_Corporationhttp://en.wikipedia.org/wiki/Procter_and_Gamble#Productionshttp://en.wikipedia.org/wiki/Procter_and_Gamble#Productionshttp://en.wikipedia.org/wiki/Colgate-Palmolivehttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Soap_opera#cite_note-Bowles-118-1http://en.wikipedia.org/wiki/Soap_opera#cite_note-2http://en.wikipedia.org/wiki/Soap_opera#cite_note-Bowles-118-1http://en.wikipedia.org/wiki/Soap_opera#cite_note-Bowles-121-3 -
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Soap opera stories run concurrently, intersect and lead into further
developments. An individual episode of a soap opera will
generally switch between several different concurrent story
threads that may at times interconnect and affect one another or
may run entirely independent of each other. Each episode may
feature some of the show's current storylines but not always all of
them. Especially in daytime serials and those that are screened
each weekday, there is some rotation of both storyline and actors
so any given storyline or actor will appear in some but usually not
all of a week's worth of episodes. Soap operas rarely bring all the
current storylines to a conclusion at the same time. When one
storyline ends there are several other story threads at differing
stages of development. Soap opera episodes typically end on
some sort of cliffhanger, and the Season Finale ends in the same
way, only to be resolved when the show returns for the start of a
new yearly broadcast.
Evening soap operas and those that screen at a rate of one
episode per week are more likely to feature the entire cast in each
episode, and to represent all current storylines in each episode.
Evening soap operas and serials that run for only part of the year
tend to bring things to a dramatic end-of-season cliffhanger.
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In 1976, Time magazine described American daytime television as
"TV's richest market," noting the loyalty of the soap opera fan
base and the expansion of several half-hour series to a full hour in
order to maximize ad revenues.[4] The article explained that at that
time, many prime time series lost money, while daytime serials
earned profits several times more than their production costs.
[4] The issue's cover notably featured its first daytime soap
stars, Bill Hayes and Susan Seaforth Hayes ofDays of our Lives,
[5][6] a couple whose onscreen and real-life romance was widely
covered by both the soap opera magazines and the mainstream
press
3.1.5 Soap Operas for Women
The story is told of a woman who gave professional thieves the
chaseafter they had made off with her furniture, including her television
set. Heranger was appeased when the thieves negotiated with her and
offered to giveback her television set which she accepted. Asked by
reporters why she hadrisked her life and that of her 19-month baby in
pursuit of thieves only toretrieve a television set, she said, anyone who
deprives a woman of her soapoperas is asking for trouble (Fowles,
8
http://en.wikipedia.org/wiki/Time_(magazine)http://en.wikipedia.org/wiki/Soap_opera#cite_note-Time_1976-4http://en.wikipedia.org/wiki/Soap_opera#cite_note-Time_1976-4http://en.wikipedia.org/wiki/Bill_Hayes_(actor)http://en.wikipedia.org/wiki/Susan_Seaforth_Hayeshttp://en.wikipedia.org/wiki/Days_of_our_Liveshttp://en.wikipedia.org/wiki/Soap_opera#cite_note-SOD_stats_Seaforth-5http://en.wikipedia.org/wiki/Soap_opera#cite_note-1985_Encyc-6http://en.wikipedia.org/wiki/Time_(magazine)http://en.wikipedia.org/wiki/Soap_opera#cite_note-Time_1976-4http://en.wikipedia.org/wiki/Soap_opera#cite_note-Time_1976-4http://en.wikipedia.org/wiki/Bill_Hayes_(actor)http://en.wikipedia.org/wiki/Susan_Seaforth_Hayeshttp://en.wikipedia.org/wiki/Days_of_our_Liveshttp://en.wikipedia.org/wiki/Soap_opera#cite_note-SOD_stats_Seaforth-5http://en.wikipedia.org/wiki/Soap_opera#cite_note-1985_Encyc-6 -
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1992:157). Soap operas, which make up43 percent of network daytime
broadcasts in the United States, are thedominant form of entertainment
for most women who comprise two-thirds of the audience.But why have
soap operas become so popular with women? To arrive atan answer, it
will be necessary to consider how soap operas developed in thefirst place
IMPACT OF TV SOAP OPERAON WOMEN IN LIFE STYLE,
INDIA:
The traditional mass media had a confined sphere in countries where it initially grew,
the functioning strictly in line with the values, norms, traditions and basic
requirements al people. But the invention of new technologies like satellite
communication, TV SOAP OPERAand internet has helped it cross national
boundaries and address the worldwide audience. These boosting inventions have in
fact made a world a global village bb transforming media in to a inventive entity.
The mass media are considered to be television, radio, movies, and newspapers. They
may generate changes in cognition and comprehension. They do effect emotional
arousal, sex and behavior identification, and changes in allocation of time, consumer
purchase, and culture. Wimmer (1993) has mentioned that the concern over the social
impact of mediated messages was evident as far back as the 1920s when many critics
charged that the motion pictures had a negative influence on children. The study of
the anti-social effects of viewing television and motion picture is one of the intensely
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researched areas of mass media. The impact of pro-social content is a newer area and
grew out of recognition that the same principles underlining the learning of anti-
social activities ought to apply to more positive behavior. Television seems to
intensify pre-existing family relationships rather than change them. TV SOAP
OPERAviewer ship is no more restricted to the upper-middle class only; with the
availability of low-priced television and TV operaconnection, it has become a
common household facility for the lower class as well. Viewers have access to a
variety of channels from local to foreign, which provide them an opportunity to
watch all types of programs. The reasons for this rapid growth of TV SOAP
OPERAincluded easy access, low cost, access to satellite channels and a huge
television viewer ship interested in entertainment only.
In INDIA, the TV SOAP OPERAnetwork was quietly introduced at a small scale in
Karachi in the early 80s in the absence of any regulatory law. It started from the
citys apartment buildings and worked without any large-scale equipment because of
the close proximity of the apartments. Main attraction for subscribers was Indian and
English movies and Ptv dramas which the operators would obtain on rent from
nearby video centre. Operation rooms were usually set up in the basements of the
buildings, giving connections to each apartment from there. Each household was
paying a small monthly fee to the operator for the service. In 1982, according to
Director INDIA Telecommunication Authority (PTA), the availability of satellite
channels in INDIA brought about a major change in the TV operanetwork operations.
TV operaoperators who were relying on the video cassettes until now felt the need
for installing satellite-receiving dishes to provide a variety of programs to their
subscribers through CNN, Star TV and various Indian channels. Thus the large scale
TV operanetwork emerged out of the already established TV operasystem. TV
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operasystem started to expand by a stringing of wires from one rooftop to another
and so on. The system in Karachi gradually flourished and many people entered in
this business.
The INDIA Telecommunication Authority (PTA) started the procedure of issuing
licenses to the TV operaoperators in January 2000. The legalization process of TV
SOAP OPERAnetworks started in November 1998 and completed in 2000.
Therefore, in June 2000, TV SOAP OPERAnetworks started functioning legally
which initiated a new era of electronic media in INDIA. This raised a number of new
queries and gave an opportunity to people to discuss this new system of
communication in INDIA.
With the popularity of foreign television channels, fears have been expressed that
lifestyles of viewers may be affected. The question arises that TV operatelevision, as
a communication technology, is quite affordable, available to majority for 24 hours,
enhances the choice and provides variety of channels and programs that are foreign
and local may have effects. Television effects children's development and makes
them more aggressive. Children cannot distinguish between the real world and the
television world, which makes them more susceptible to the violence on television.
This research probed the positive and negative impacts of TV SOAP OPERAon
WOMEN of Life Style, INDIA.
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CHAPTER 2
Literature review:
The basic task of literature review is to inform about the impact of TV SOAP
OPERAon WOMEN in Life Style and INDIA. TV SOAP OPERAmay include many
channels such as star plus, zee TV, geo TV, ARY digital, Sony entertainment
television etc. Different variables regarding the personalities were taken concerned
with the exposure of TV SOAP OPERAto the subjects taken (women and children),
such as advertisements, celebrities, dramas and films and information plays were
taken as independent variables and attitude and behavior were taken as dependant
variables, which further included social well being, lifestyle, culture and customs,
aggressiveness and violence and learning. .
Latin American communication researchers began to analyze the nature and
perceived effects of the rapid spread of mass media, particularly commercial
television as the foreign cultural influence in their region. Before 1970s, a good deal
of attention in Latin American communication writing was focused on critical
analysis of media but with relatively little attention to audience. Later, emphasis was
laid on media and audience by exploring what popular culture meant for Latin
American audience (Mcanany and Antonio, 1994).
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A review of the knowledge on new communication technologies pertaining to
cultural identity by Jamias (1993) summarizes that fear burns rife over the negative
impact potential of new communication technology.
Yoshii (2001) considers how society and culture could change as a whole with
increased dissemination of new media, changes in communication and states. As a
result of new media as a whole speeding up the flow of information, the world will
undergo radical changes such as it has never before experienced. These changes will,
likeies on cultural identity in rural Asia.
Goonasekera (1993) relates the relationship between media and social imperatives. It
is possible for a third world country to adopt communication policies to bypass early
stages of industrialization and leapfrog the modern technology.
A research on the impact of TV SOAP OPERAon women at a very basic level in
terms of activities, time management and interaction with family members and the
outside world revealed that 16 out of 30 women spent over 4 hours a day watching
TV SOAP OPERAand 10 of them spent 2 to 3 hours a day (Eshwer, 1994).
Sen (1993) narrates that in todays world with fiber optics and satellites, it is hard to
isolate one self from sounds and images from the west but no established and
traditional and cultural entity wants to be overwhelmed and dominated by the
accoutrements of another alien culture.
TV is regarded the principal means to maintain contact with daily of life. It is most
pervasive and often most persuasive means of information diffusion. It has the
potential for the control of human beings and the nations. It is one of the most
effective socializing agents because it sets agenda for our thinking. It is the principal
means for correlation in the different segments of the society and for transmission of
heritage to the younger generation.
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TV SOAP OPERAhas always had children in its grips by affecting their thinking in
various ways. Its not always women or the children who come under the clutches of
TV operaTV but children are also affected by TV operaTV.
Sinichi Shimizu (1993) in a research report concludes that MTV programmes telecast on
STAR TV are changing the entire music scene in Asia. Multinational rock music or
world music is becoming the mainstream popular music among the youth in Asia, while
the traditional style is becoming obscure and obsolete. Although on the other hand,
Bukhari (2002: 67) concludes that the youth is getting liberated ideas regarding the
placement and position of women in the society. Fatima (2000: 60) suggests through
research that TV has a long-term effect on peoples thinking.
Atkin and LaRose (1991) in a research concluded that general viewer ship of TV
operaTV is higher among larger, younger, non-white families. Chaudhry A. W. has
criticized that TV operaTV in INDIA has already taken children in its grip. Beginning
with the more innocuous looking Cartoon Network, they can choose from a wide
selection of Indian movies on most of the channels like ZEE Cinema, Sony, Star Plus,
and Star Movies. Parents are worried that at this rate, their children will become
completely obsessed with watching TV instead of utilizing their time in studies or
spending it in the playground.
According to Zohoori (1988), children and adolescents are the ones that are mostly prone
to get acculturated by the television messages as they lack in the ability to evaluate
messages.
Since the advent of television, the effect of TV violence on society has been widely studied
and vigorously debated. The National Television Violence Study is the largest content
analysis undertaken to date. It analyzed programming over three consecutive TV seasons
from 1994 to 1997. Among the findings: Nearly 2 out of 3 TV programs contained some
violence, averaging about 6 violent acts per hour. Fewer than 5% of these programs featured
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an anti-violence theme or prosocial message emphasizing alternatives to or consequences of
violence. Violence was found to be more prevalent in childrens programming (69%) than in
other types of programming (57%). In a typical hour of programming, childrens shows
featured more than twice as many violent incidents than other types of programming. The
average child who watches 2 hours of cartoons a day may see nearly 10,000 violent incidents
each year, of which the researchers estimate that at least 500 pose a high risk for learning and
imitating aggression and becoming desensitized to violence.
Children who viewed a prosocial episode of Lassie were later more likely
to help an animal presumed to be in distress (Sprafkin, Liebert, & Poulos,
1975)and in another study
(Collins & Getz, 1976), children who saw a constructive compared to a
destructive model from
Mod Squad was more likely to help a peer who was working on a task in
another room. In spite of these cognitive and social benefits, commercial
broadcasters have overwhelmingly broadcast strictly entertainment
programs as their venue for children (Calvert, 1999a).
In the new science of learning, comprehension and understanding play a
more central role than mere knowledge of explicit content (Bransford,
Brown, & Cocking, 1999).
Experimental investigations document that the ability to remember more
central plot relevant than incidental irrelevant details after viewing
television programs increases with age
(Calvert, 1999b; Calvert et al., 1982; Collins, 1970).
The audiovisual nature of the television medium lends itself to
assessment of childrens visual memories. For example, picture-
sequencing measures have been used to assess how well children can
temporally integrate the visual events of a plot line (Wright et al., 1984).
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Several studies have demonstrated that the information and exposure provided by television
can influence a wide range of attitudes and behavior in women. Gentzkow and Shapiro
(2004)find that television viewer ship in the Muslim world affects attitudes towards the
West.
CHAPTER 3
THEORETICAL FRAMEWORK:
This study analysis Impacts of TV SOAP OPERA in INDIA. The purpose of this
study was to find out the influence of TV operachannels, particularly Indian in the
life patterns of female and children and on whole society. As a communication
technology, TV SOAP OPERAhas a great acceptance and is being used extensively
in INDIA. TV SOAP OPERAviewer ship is no more restricted to the upper and
upper-middle class of INDIA as it used to be a few years back. Being inexpensive
and easy to access, TV SOAP OPERAspread rapidly in INDIA. It has become one of
the common household commodities. Therefore, this study attempted to understand
whether demography influenced the viewer ship patterns of respondents or not.
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Kaye (2000) states A good theory helps predict what will happen in future by
giving practical insight into how the phenomenon being studied works.
There was a need of theories that could explain the uses and consequences of this
new media technology in INDIA.
The researchers use the cultivation theory and social learning theory in this research.
Because these theories are related to attitude and behaviour and This research
demands discussion on theories based on observational learning and information
processing emphasize lasting effects of exposure to media contents. Thus resrchers
apply
Cultivation TheoryGerbner and Gross (1976) in terms of effect (which can be
small, gradual, indirect but cumulative and significant) through exposure (depending
upon heavy and light viewer ship of TV operatelevision) and
Social Learning Theory Albert Bandura (1977) which says that viewers attend
and learn from models which are attractive, powerful, rewarding and similar to
themselves. They do not usually act immediately on what they learn from television.
Researchers use these theories in order to investigates the main reason of their
watching, their preferred channels and programmes While on the other hand, its also
measures what kind of effects are taking place in the lives of the woman and children
under study? If there are effects that are changing attitudes of WOMEN under the
study are these effects long-lasting or short term (Cultivation Analysis and Social
Learning Theory). Based on the Social Learning, Cultivation theories the present
study hypothesizes that characters and their behaviour in programmes of TV SOAP
OPERAchannels serve as a model for heavy viewers. They may acquire certain
characteristics which in turn influence their attitudes.
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Now, with the availability of the TV operachannels, an important question arises;
does a woman and childrens behaviour reflect what they have watched on the
television screen? The impact of TV SOAP OPERAprogrammes on WOMEN
involves a number of indispensable factors such as interest in the programmes,
viewing pattern, reasons for watching, attitude towards programmes and models of
social reality that these programmes promote. The study aims at finding out whether
and to what extent TV SOAP OPERAchannels affect WOMEN in INDIA. The
researcher aims at finding answers to questions such as what WOMEN think about
these programmes in terms of their preferences and relevance. Whether they
experience an impact of these programmes on their attitudes or not?
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Flow chat of dependent and independent variable and there
relationship
Exposure
Of cable
Televisio
n
Advertisement
Attitude
And
Behavior
Celebrities
Dramas and
films
Aggressiv
eness and
violence
Materialis
m bad
habits
Usage of
drugsLearningCognitive
ability
Knowledg
e
Culture
and
customs
Events
Rituals
Language
Religion
Life
style
1.
Domestic
factor
2.
Personal
appearan
ce and
style
Social
well
being
1.
Interactio
n with
family,
relatives
andfriends
2.
Sociable
Informational
plays
Independent
variables
Dependent
Variables
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CHAPTER 4
RESEARCH METHODOLOGY:
The prime purpose of this research study is to see the extent to which the TV SOAP
OPERAaffects WOMEN their change in behavior and attitudes towards worldly
things and effect on their lively hood.
In this study, the researcher uses descriptive research. It was decided that the best
method to adopt for this investigation was to statistical survey method to obtain the
data that is quantitative in nature from large representative but diverse and widely
scattered population. The survey is the descriptive research method. Surveys can be
useful when a researcher wants to collect data on phenomena that cannot be directly
observed (such as opinions on library services).Surveys are used extensively in
library and information science to assess attitudes and characteristics of a wide range
of subjects, from the quality of user-system interfaces to library user reading habits.
Cross-sectional surveys are used to gather information on a population at a single
point in time. A different cross-sectional survey questionnaire might try to determine
the relationship between two factors (true knowledge).
The survey enables the researcher to collect information directly from the TV SOAP
OPERAviewers (heavy, moderate and light viewers) so that a proper analysis could
be made by comparing their lives. The changes in their lives have hence figured out
through the information provided on a quantitative scale.
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The total area covered by the study was Life Style only. The population ofLife
Style on July 2nd 2010 is approximately 917043 (true knowledge). The total
population of this study comprises all female TV SOAP OPERAviewers aged 18 to
40 years and children viewers aged 8 to15 years residing in Life Style. The
researcher preferred this age group of WOMEN for the study because TV operais the
most vibrant, active and dynamic part of their lives.
1. Children below 15 years (43.5%)
2. Active population 15-64 years (54.3%)
3. Aged population 65 - above (2.2 %)
4. Male population (55.8%)
5. Female population (44.2%)
The expected number of WOMEN targeted in this study is one fourth of the total
viewer ship, which are about 201061. That contains 99728 children and 101333
females. Quota sampling technique is applied because it was not possible for the
researcher to investigate the no significant relationship of every person, or every
action, in the population. Researcher selects a part of the whole, which is known as
sample to make specific observations to make general statements about the whole or
population.
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Sampling Method:
Small samples was chosen because of the expected difficulty of obtaining the sample
from a large population and due to time and financial constraints, total 50 women and
50 children TV SOAP OPERAviewers belonging to Life Style are selected as a
sample of the study. Life Style is divided into two towns by the government for
administrative purposes, including
Chiltan Town
Zarghoon Town
In this investigation no authentic and systematic list of viewers is available to the
researcher; it was decided to select equal respondents from each town by applying
non-probability quota sampling. Allocation of quota to each town is utilized to ensure
that findings can be generalized to all of Life Style.
WOMEN viewing TV SOAP OPERAfor less than 2 years are excluded from the
sample because the researcher believe that time period less than 2 years is
insufficient to cause effects on viewers. Based on this criterion four categories were
made (zia2007):
Watching TV SOAP OPERAfor the last 2 years
Watching TV SOAP OPERAfor the last 3 years
Watching TV SOAP OPERAfor the last 4 years
Watching TV SOAP OPERAfor more then 4 years
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Hypotheses (females):
Heavy viewers of TV SOAP OPERAexperience greater degree of effect on
their domestic and other activities than the moderate and light viewers
Heavy viewers of TV SOAP OPERAexperience a greater degree of change in
their family and social interaction patterns than the moderate and light
viewers
Heavy viewers of TV SOAP OPERAtend to show a greater degree of
acceptance of television characters appearance and style than the moderate
and light viewers
Heavy viewers of TV SOAP OPERAexperience greater degree of effect on
their cultural and religious practices than the moderate and light viewers
Hypotheses (children):
Heavy viewers of TV SOAP OPERAexperience greater degree of effect on
their eating habit than the moderate and light viewers.
Heavy viewers of TV SOAP OPERAlike to act like carton characters more
than the moderate and light viewers
Heavy viewers of TV SOAP OPERAlike to speak foreign languages more
than the moderate and light viewers
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RESEARCH QUESTIONS:
1. To determine the extant to which exposure of TV SOAP OPERAenhances the
learning process of children?
2. What is impact of TV SOAP OPERAon the lifestyle, custom, social and
culture well being of women?
3. To what extent the TV SOAP OPERAlead to the arousal of violence in
children?
4. What is the impact of TV SOAP OPERAon high and light viewers?
OBJECTIVES:
1. To determine the enhancement of learning process of children.
2. To analyze the impact of TV SOAP OPERA on domestic factors, personal
appearances and lifestyles.
3. To determine the basic deviations in the cultural and custom aspects.
4. To investigate the violence being aroused by exposure of TV operatelevision.
5. To compare the influence of TV operaon high and light viewers.
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Chapter 5
DATA ANALYSIS AND INTERPRETATION;
Demographic characteristic of respondents
Demographic
characteristics
Description of
characteristics
Frequency %age
Age 18-25 year 31 62
26-30year 7 14
31-35 year 4 8
36-40 year 8 16
Education of women Illiterate 5 10
Primary 2 4
Middle 2 4
Matriculation 4 8Intermediate 3 6
Bachelors 15 30
Masters 19 38
MPhil 0 0
PhD 0 0
STATUS Student 31 62
Working women 4 8
House wife 14 28
Non working women 1 2
Marital status Single 25 50
Engaged 9 18
Married 15 30
Divorced 0 0
Widowed 1 2
Separated 0 0
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Table explain that majority of the respondents are aged between 18 to 25 years (62
percent). Studying the impact of TV SOAP OPERAon their lives is important due to
the fact that women of this age group are considered mature and comparatively
independent. Most of the respondents are students and married at this stage which
show greater degree of influence on domestic activities and interaction pattern with
relatives and friends. Table also shows that minimum qualification of more then 2/3
of the respondents (68 per cent) is bachelors and masters. However, majority of the
respondents (90 percent) are students and housewife who are directly or indirectly
involved in domestic affairs. The highest number (50 percent) of the respondents are
single, 30 percent are married.
Duration of Having Television Connection with women's life styles.
Frequency Percent
1 year 10 20.0
2 year 8 16.0
3 year 11 22.0
4 year and more 21 42.0
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Figure and Table illustrate the distribution of viewers according to duration of TV
SOAP OPERAconnection. Among 50 respondents, the respondents having TV
operaconnection for 4 years and more are 21(42 per cent), respondents with TV
operaconnection for 3 years are 11 (22 per cent) and the viewers with TV
operaconnection for 1 and 2 years are 18 (36 per cent)
Duration of watching TV SOAP OPERA
Duration of watching TV opera television
Frequency Percent
1 HOUR 17 34.0
2 HOUR 15 30.0
3 HOUR 12 24.0
4 OR MORE 6 12.0
Total 50 100.0
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.
Figure and Table illustrate the distribution of viewers according to duration of
watching TV operatelevision. Among 50 respondents, heavy viewers (daily 4 hours
and above watching time) were 6 (12 per cent), moderate viewers (more than two but
less than four hours) are 12(24 per cent) and light viewers 32 (64 percent).
Purpose watching TV operatelevision
Frequency Percent
For Entertainment 22 44.0
For Information 4 8.0
For time pass 16 32.0
For latest fashion 6 12.0
5 2 4.0
Total 50 100.0
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Purpose of Watching TV operatelevision
This study also analyzes the respondents aim of watching TV SOAP
OPERAchannels. Respondents could give multiple answers for the purpose of their
watching the TV operatelevision. Their responses are mentioned in Table and Figure
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which indicate that the most frequently TV SOAP OPERAis watch for entertainment
and than for time pass, some for latest fashion and very few respondents watch for
information
Purpose of Watching TV SOAP OPERAand Level of Viewing
Watch TV operaTV for * duration of watching CTV Cross tabulation
duration of watching CTV
Totallight viewers light viewers
moderate
viewers High viewers
Watch TV operaTV
for
For Entertainment 8 6 5 3 22
For Information 1 2 1 0 4
For time pass 6 7 2 1 16
For latest fashion 1 0 3 2 6
5 1 0 1 0 2
Total 17 15 12 6 50
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Table and bar chart exposes the association between the purposes of watching TV
SOAP OPERAand level of viewing as those who watch TV SOAP OPERAfor the
purpose of entertainment constitute approximately 1/2 of total respondents. It also
explains that both the heavy viewers and the light viewer mostly watch TV SOAP
OPERAfor entertainment.
Demography and Level of Viewing
The research also finds out that if there is any relationship between level of viewing
and demographic characteristics of respondents age, education status, martial status
or, not. The related findings are presented below:
Age by level of viewing
Distribution of Respondents by their Age and Level of Viewing
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duration of watching CTV
light viewers
moderate
viewers High viewers
Count
total
Count Count Count
Age of females 18 to 25 years 11 8 7 5 31
26 to 30 years 3 2 2 0 7
31 to 35 years 0 3 1 0 4
36 to 40 years 3 2 2 1 8
total 32 12 6 50
Table indicates that highest percentage of heavy and light viewers falls in the age
group 18-25 years, the duration of watching TV SOAP OPERAdecrease among age
group of 31-35 year where as watching TV SOAP OPERAincrease again among age
group 36-40
Residing Town by Level of Viewing
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Table represents that the highest percentage of light viewers resided in Zarghoon
town and high viewers in Chiltan town.
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Table Distribution of Respondents by towns and Level of Viewing
duration of watching CTV
light viewers
moderate
viewers High viewers
CountCount Count Count
Belonging Town Zarghoon Town 10 9 5 1 25
Chiltan Town 7 6 7 5 25
total 17 15 12 6 50
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Table represents that the highest percentage of light viewers resided in Zarghoon
town and high viewers in Chiltan town.
Heavy viewers of TV SOAP OPERAexperience greater degree of effect on their
domestic than the moderate and light viewers.
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Hurdles in Domestic and other Activities and Level of Viewing
Table 1
Hurdles of TV operaTV * duration of watching Opera TV Cross tabulation
duration of watching CTV
Totallight viewers light viewers
moderate
viewers High viewers
Hurdles of TV
operaTV
strongly agree 7 2 1 2 12
agree 4 6 5 3 18
neither agree nor disagree 2 2 5 1 10
disagree 4 5 1 0 10
Total 17 15 12 6 50
It is clear from the table and bar chart that majority of respondents are strongly agree
that their domestic and personal activities are affecting due to TV SOAP
OPERAwatching whereas only few are disagree
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Hurdles in Domestic and other Activities and Level of Viewing
Table 1.1
The significant value of Chi-Square that is 0.177 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and levels of effect on domestic and other activities. The
percentage values as seen in the Table 1 also indicate that among the light viewers
there is high percentage of those who experienced disturbance in their domestic
activities. On the other hand, among the high TV SOAP OPERAviewers there is also
high percentage of those who have high disturbance level. Both high and light
viewers show same effects.
Hypothesis 2
Heavy viewers of TV SOAP OPERAexperience a greater degree of change on
their family and social interaction patterns than the moderate and light viewers
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 12.696a 9 .177
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Interaction with relatives and friends
Table shows that the interaction with relatives is deceases by watching TV
operatelevision. Almost of the total respondents are agree that their interaction
time is decreasing with relatives, where as the interaction with friends is show
opposite result mostly respondents are disagree that their interaction is decreasing
with friends
Table 2: Interaction with relatives and friends
duration of watching CTV
light viewers
moderate
viewers
High
viewers
Count Count Count Count
Interaction with Relatives strongly agree 2 1 2 2
agree 6 4 6 1
neither agree nor disagree 0 2 2 3
disagree 6 5 2 0
strongly disagree 3 3 0 0
Interaction with friends strongly agree 2 2 0 1
agree 5 5 5 0
neither agree nor disagree 1 1 3 1
disagree 5 6 4 3
strongly disagree 4 1 0 1
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Table and charts shows that the interaction with relatives is decreases because of TV
SOAP OPERAwatching. Almost of the total respondents agree that their
interaction time is decreasing. Where as the interaction with friend is not deceasing
because of watching TV SOAP OPERAbecause almost of the total respondents are
not agree that their interaction time is decreasing with friends
Friends:
Table 2.1
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The significant value of Chi-Square that is 0.192 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and interaction with friends. The percentage values as seen
in the Table 2 also indicate that among the light viewers there is high percentage of
those whose interaction with friends are not decreasing because of cable. On the
other hand, among the high TV SOAP OPERAviewers there is also high percentage
of those whose interaction with friends are not decreasing because of TV operaboth
high and light viewers show same effects
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 15.983a 12 .192
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Relatives:
TABLE 2.2
The significant value of Chi-Square that is 0.109 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and interaction with relatives The percentage values as seen
in the Table 2 also indicate that among the light viewers there is high percentage of
those whose interaction with relatives are decreasing because of cable. On the other
hand, among the high TV SOAP OPERAviewers there is also high percentage of
those whose interaction with friends are decreasing because of TV operaboth high
and light viewers show same effects
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 18.228a 12 .109
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Heavy viewers of TV SOAP OPERAtend to show a greater degree of acceptance
of television characters appearance and style than the moderate and light
viewers.
Appearance and Style
Table 3 indicates that majority of
the respondents do not take
television characters as role
model and want to copy them in
appearance and style. They just
watch TV SOAP OPERAfor
entertainment because out of 50
respondents 31 are disagree .On
the other hand majority of
duration of watching CTV
light viewers
moderate
viewers High viewers
Count Count Count CountDress up and wear jewelry strongly agree 3 7 6 1
agree 3 0 3 3
neither agree nor disagree 3 1 0 0
disagree 5 6 2 2
strongly disagree 3 1 1 0
TV character as role model strongly agree 0 1 3 2
agree 2 2 2 1
neither agree nor disagree 2 2 2 0
disagree 5 6 3 1
strongly disagree 8 4 2 2
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respondent like to wear jewelry and dress like TV operacharacters because out of 50
respondents 26 are agree
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Role model:
Table 3.1
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 10.659a 12 .558
The significant value of Chi-Square that is 0.558 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and acceptance of TV operacharacters as role modal The
percentage values as seen in the Table 3 also indicate that among the light viewers
there is high percentage of those who do not agree with acceptance of TV
operacharters as role model. On the other hand, among the high TV SOAP
OPERAviewers there is also high percentage of those who do not agree with
acceptance of TV operacharters as role model. Both high and light viewers show
same result
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Jewelry:
Table 3.2
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 16.400a 12 .174
The significant value of Chi-Square that is 0.174 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and acceptance of TV operacharacters as role modal The
percentage values as seen in the Table 3 also indicate that among the light viewers
there is high percentage of those who wear dress and jewelry accordingly characters .
On the other hand, among the high TV SOAP OPERAviewers there is also high
percentage of those who wear dress and jewelry accordingly characters. Both high
and light viewers show same result
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Hypothesis 4
Heavy viewers of TV SOAP OPERAexperience greater degree of effect on their
cultural and religious practices than the moderate and light viewers.
Cultural and religious practices
Table 4
duration of watching CTV
light viewers
moderate
viewers
High
viewersCount Count Count Count
Indian customs preferred strongly agree 4 7 2 3
agree 9 7 7 0
neither agree nor disagree 1 0 2 2
disagree 2 1 0 0
strongly disagree 1 0 1 1
Religious practices r effected strongly agree 2 3 0 1
agree 8 7 6 1
neither agree nor disagree 1 1 1 2
disagree 3 4 3 1
strongly disagree 3 0 2 1
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Table and figure indicate that majority of the respondents (39 out of 50) are
celebrating Indian traditions in marriage ceremonies where as 2/3 of the respondents
are likely to celebrate Valentines Day.
The table also shows that religious practices are effected by watching TV SOAP
OPERAmore than half of respondents (28 out of 50) are agree
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Indian customs preferred:
Table 4.1
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 15.983a 12 .192
The significant value of Chi-Square that is 0.192 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and preference of Indian customs The percentage values as
seen in the Table 4 also indicate that among the light viewers there is high percentage
of those who agree that Indian customs are prefer. On the other hand, among the high
TV SOAP OPERAviewers there is also high percentage of those who agree that
Indian customs are prefer. Both high and light viewers show same effects
Religious
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Table 4.2
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 10.282a 12 .591
The significant value of Chi-Square that is 0.591 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and effect on religious practices The percentage values as
seen in the Table 4 also indicate that among the light viewers there is high percentage
of those who agree that watching TV SOAP OPERAeffects religious practices . On
the other hand, among the high TV SOAP OPERAviewers there is also high
percentage of those who agree that watching TV SOAP OPERAaffects religious
practices both high and light viewers show same result
Result
The significant value of Chi-Square that in each case mention above is greater than
significant level that is 0.05 therefore we can reject alternative hypothesis and accept
null hypothesis and may conclude that there is a no significant relationship between
the levels of TV SOAP OPERAviewing and effect on domestic activates ,cultural
and religious practices and life style
CHILDREN:
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Demographic characteristic of respondents
Demographic
characteristics
Description of
characteristics
f %
age 4 to 6 years 10 40
7 to 8 years 20 40
9 to 12 years 20 20Education of children Illiterate 2 4
Primary 33 66
Middle 15 30
sex Male 28 56
female 22 44
Town Zarghoon Town 19 38
Chiltan Town 31 62
This table shows the demographic characteristic of children like age which shows
that from total sample the 10 respondents lies between 4 to 6 years, 20 lies between
7 to 8 years, 20 lies between 9 to 12 years.
Most of children are primary and middle level.
Hypothesis Testing
Hypothesis 1
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Heavy viewers of TV SOAP OPERAexperience greater degree of effect on their
eating habit than the moderate and light viewers.
Watching TV operadaily * preferring junk foods
Table 1
preferring junk foods
Totalstrongly agree agree
neither agree nor
disagree disagree strongly disagree
watching TV
operadaily
1 hour 3 6 0 2 2 13
2 hour 4 6 0 3 1 14
3 hours 6 5 1 1 2 15
4hours and
more4 2 2 0 0 8
Total 17 19 3 6 5 50
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Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 12.474a 12 .408
The significant value of Chi-Square that is 0.408 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and eating habits The percentage values as seen in the Table
1 also indicate that among the light viewers there is high percentage of those who
prefer junk food. On the other hand, among the high TV SOAP OPERAviewers there
is also high percentage of those who prefer junk food. Both high and light viewers
show same result
Hypothesis 2
Heavy viewers of TV SOAP OPERAlike to act like carton characters more than
the moderate and light viewers
Table 2
Watching TV operadaily * flying like superman and Spiderman
flying like superman and Spiderman
Totalstrongly agree agree
neither agree
nor disagree disagree
strongly
disagree
watching TV operadaily 1 hour 6 3 0 2 2 13
2 hour 6 3 0 2 3 14
3 hours 5 7 0 2 1 15
4hours
and more4 1 1 2 0 8
Total 21 14 1 8 6 50
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Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.555a 12 .482
The significant value of Chi-Square that is 0.482 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and act like cartoon characters The percentage values as seen
in the Table 1 also indicate that among the light viewers there is high percentage of
those who prefer to act like cartoon characters. On the other hand, among the high
TV SOAP OPERAviewers there is also high percentage of those who prefer to act
like cartoon characters. Both high and light viewers show same result
Hypothesis 3
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Heavy viewers of TV SOAP OPERAlike to speak foreign languages more than
the moderate and light viewers
Watching TV operadaily * speaking English words
speaking English words
Totalstrongly agree agree
neither agree
nor disagree disagree
strongly
disagree
watching TV
operadaily
1 hour 4 2 1 3 3 13
2 hour 5 1 0 6 2 14
3 hours 7 2 0 5 1 15
4hours and more 2 1 2 3 0 8
Total 18 6 3 17 6 50
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
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Chi-Square Tests
Pearson Chi-Square 11.396a 12 .495
The significant value of Chi-Square that is 0.495 is greater than significant level that
is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and
may conclude that there is a no significant relationship between the levels of TV
SOAP OPERAviewing and learn foreign languages The percentage values as seen in
the Table 3 also indicate that among the light viewers there is high percentage of
those who like to speak foreign languages. On the other hand, among the high TV
SOAP OPERAviewers there is also high percentage of those who like to speak
foreign languages. Both high and light viewers show same result
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CHAPTER 5
CONCLUSION:
This study investigates the impact of TV SOAP OPERAon life patterns of WOMEN
in Life Style, INDIA. The study provided results by comparing life patterns of high,
moderate and light viewers. TV SOAP OPERAtechnology has been introduced in
INDIA during the last decade. This raised the question that the TV SOAP
OPERAmay have effects on viewers because it is quite affordable, available round
the clock, enhances the choice and provides a variety of channels and programs, both
foreign and local. Therefore, this research probed into whether or not and how much
effect TV SOAP OPERAhas on WOMEN in Life Style. The core purpose of this
study was to dig out the influence of foreign channels or local channels with foreign
contents on the social life and attitudes of female and children viewers. In this study,
survey method has been applied to obtain data that was quantitative in nature from
large representative but diverse and widely scattered population.
Sample data has been analyzed separately to examine each hypothesis. The study
evaluated the association between exposure to TV SOAP OPERAand change in the
life patterns of women and children. The next step in measure was construction of
scale. The data was analyzed through univariate and bivariate statistical procedures
This study reveals that television has grown enough to become an important and an
integral part of daily activities in todays world. It is not surprising that in some cases
people may go beyond the actual act of watching it for entertainment.
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FEMALES:
Most of the female respondents are students and married at this stage which show
greater degree of influence on their domestic activities and interaction pattern with
relatives and friends. Minimum qualification of more than 2/3 of the respondents
(68%) is bachelors and masters. However, a majority of the respondents (90%) are
students and housewives who are directly or indirectly involved in domestic affairs.
The highest number (50 percent) of the respondents are single, 30 percent is married.
Among 50 respondents, the respondents having TV operaconnection for 4 years and
more are 21 (42%), respondents with TV operaconnection for 3 years are 11 (22%)
and the viewers with TV operaconnection for 1 and 2 years are 18 (36%). Most
frequently TV SOAP OPERAis watched for entertainment and then for time pass,
some watch for latest fashion and very few respondents watch for the purpose of
information.
The females who watch TV SOAP OPERAfor the purpose of entertainment
constitute approximately 1/2 of total respondents. It also explains that both the high
viewers and the light viewer mostly watch TV SOAP OPERAfor entertainment. The
highest percentage of high and light viewers falls in the age group 18-25 years, the
duration of watching TV SOAP OPERAdecrease among age group of 31-35 year
where as watching TV SOAP OPERAincrease again among age group 36-40.
According to the findings, majority of respondents strongly agree that their domestic
and personal activities are affecting due to watching TV SOAP OPERAwhereas only
few disagree. When hypothesis is tested it shows that there is no significant
relationship between the levels of TV SOAP OPERAviewing and levels of effect on
domestic (cooking or relation among their family members) and other activities. And
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among the light viewers there is high percentage of those who experienced
disturbance in their domestic activities. On the other hand, among the high TV SOAP
OPERAviewers there is also high percentage of those who have high disturbance
level. Both high and light viewers show same effects. Respondents agreed that the
interaction with relatives is deceasing by watching TV operatelevision. Almost of
the total respondents agreed that their interaction time is decreasing with relatives,
where as the interaction with friends show opposite result mostly respondents
disagree that their interaction is decreasing with friends. Almost of the total
respondents agree that their interaction time is decreasing. According to the tested
hypothesis there is a no significant relationship between the levels of TV SOAP
OPERAviewing and interaction with friends and relatives. The percentage values
also indicate that among the light viewers there is high percentage of those who do
not agree with acceptance of TV operacharacters as role model. On the other hand,
among the high TV SOAP OPERAviewers there is also high percentage of those who
do not agree with acceptance of TV operacharacters as role model. The majority of
the respondents (39 out of 50) are celebrating Indian traditions in marriage
ceremonies where as 2/3 of the respondents are likely to celebrate Valentines Day.
The result also shows that religious practices are affected by watching TV SOAP
OPERAmore than half of respondents (28 out of 50) are agreed.
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LIMITATIONS:
Television is the most common and powerful media form that is why it has a number
of negative influences.
Respondents get impressed by new trends of fashion and waste their money
on those foolish things after watching them in any program or advertisements.
Wasting time on surfing different channels of Television is the biggest
negative point.
Some times, they get impressed by different beauty products just because of
their eye capturing advertisement campaigns.
Respondents are a big fan of TV characters and consider them as a role
model. This is how our celebrities influence us.
After watching new foods at Television, they rush to get them without
realizing that they can be harmful.
Children turn on the TV and get bombarded with advertisements for junk
food, fast food, and stuff that dont need.
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Lohr. J Dr. Jordan the Effects of Television Violence on Children
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Joel WTV Is Good for YouIf you are a woman in rural India, at least.
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College Students towards Consequences and Impact of Television Advertising
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