impact of tv soap opera on the life-style of today's women

7/28/2019 Impact of Tv Soap Opera on the Life-style of Today's Women

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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 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


their cultural and religious practices than the moderate and light viewers

Hypotheses (children):


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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light viewers

moderate


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


light viewers

moderate


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


Totallight viewers light viewers

moderate


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


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


disagree 5 6 4 3


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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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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)


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Relatives:

TABLE 2.2




SOAP OPERAviewing and interaction with relatives The percentage values as seen


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)


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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


light viewers

moderate


Count Count Count CountDress up and wear jewelry strongly agree 3 7 6 1

agree 3 0 3 3


disagree 5 6 2 2


TV character as role model strongly agree 0 1 3 2

agree 2 2 2 1


disagree 5 6 3 1


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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)





SOAP OPERAviewing and acceptance of TV operacharacters as role modal The


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)





SOAP OPERAviewing and acceptance of TV operacharacters as role modal The


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


cultural and religious practices than the moderate and light viewers.

Cultural and religious practices

Table 4


light viewers

moderate

viewers

High

viewersCount Count Count Count

Indian customs preferred strongly agree 4 7 2 3

agree 9 7 7 0


disagree 2 1 0 0


Religious practices r effected strongly agree 2 3 0 1

agree 8 7 6 1


disagree 3 4 3 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)





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)





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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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)





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


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)





SOAP OPERAviewing and act like cartoon characters The percentage values as seen


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


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





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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BIBLIOGRAPHY:

Oster.E Television's Impact on the Status of Women Oct 8, 2009

Rahman.HMedias Influence on Me on May 28th, 2008

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ImdiekeKViolence due to television on Jun 23, 2000

Lohr. J Dr. Jordan the Effects of Television Violence on Children

Television4/17/98

Joel WTV Is Good for YouIf you are a woman in rural India, at least.

Monday, Aug. 20, 2007

Zia. AEffects of TV SOAP OPERAon women in INDIA: a comparative

study of heavy and light viewers in lahore

Khan M.AAssociate Professor HITEC University Taxila General Attitude of

College Students towards Consequences and Impact of Television Advertising

in INDIA

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