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

CERTIFICATE
This is to certify that Chandra Pratap Pandey has prepared research project under my supervision on the topic IMPACT
OF 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 Srivastava Film Institute of eMITS Lucknow

DECLARATION 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- D1302070014 Film Institute of eMITS, Lucknow

Research Scholar Signature

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

INDEX
INTRODUCTION OBJECTIVE RESEARCH METHODOLOGY SAMPLING

DATA ANALYSIS AND INTERPRETATION QUESTIONNAIRE FINDINGS

CONCLUSION BIBLOGRAPHY

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 sponsors[1] and producers.[2] These early Brothers, radio series as 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]

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.

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 of Days 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,
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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

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 antisocial 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

10

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).

12

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.

13

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

14

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).

15

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 Theory Gerbner 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.

17

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

Independent variables Advertisement

Dependent Variables

Celebrities Exposure Of cable Televisio n

Dramas and films Attitude And Behavior

Informational plays

Social well being 1. Interactio n with family, relatives Life and style friends 1. 2. Domestic Sociable factor 2. Personal appearan Culture ce and and style customs Events Rituals Language Religion Aggressiv eness and violence Materialis m bad habits Usage of Learning drugs Cognitive ability Knowledg e

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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 of Life 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 Age Description characteristics 18-25 year 26-30year 31-35 year 36-40 year Illiterate Primary Middle Matriculation Intermediate Bachelors Masters MPhil PhD STATUS Student Working women House wife Non working women Marital status Single Engaged Married Divorced Widowed Separated of Frequency 31 7 4 8 5 2 2 4 3 15 19 0 0 31 4 14 1 25 9 15 0 1 0 %age 62 14 8 16 10 4 4 8 6 30 38 0 0 62 8 28 2 50 18 30 0 2 0

Education of women

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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 1 year 2 year 3 year 4 year and more 10 8 11 21 Percent 20.0 16.0 22.0 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 1 HOUR 2 HOUR 3 HOUR 4 OR MORE Total 17 15 12 6 50 Percent 34.0 30.0 24.0 12.0 100.0

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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 For Entertainment For Information For time pass For latest fashion 5 Total 22 4 16 6 2 50

Percent 44.0 8.0 32.0 12.0 4.0 100.0

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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

29

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 moderate light viewers Watch TV operaTV For Entertainment for For Information For time pass For latest fashion 5 Total 8 1 6 1 1 17 light viewers 6 2 7 0 0 15 viewers 5 1 2 3 1 12 High viewers 3 0 1 2 0 6 Total 22 4 16 6 2 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 moderate light viewers Count Age of females 18 to 25 years 26 to 30 years 31 to 35 years 36 to 40 years total 11 3 0 3 Count 8 2 3 2 32 viewers Count 7 2 1 2 12 High viewers Count 5 0 0 1 6 31 7 4 8 50 total

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

32

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 moderate light viewers Count Count 9 6 15 viewers Count 5 7 12 High viewers Count 1 5 6 25 25 50

Belonging Town total

Zarghoon Town Chiltan Town

10 7 17

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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 moderate light viewers Hurdles operaTV of TV strongly agree agree neither agree nor disagree disagree Total 7 4 2 4 17 light viewers 2 6 2 5 15 viewers 1 5 5 1 12 High viewers 2 3 1 0 6 Total 12 18 10 10 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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37

Hurdles in Domestic and other Activities and Level of Viewing

Table 1.1
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square 12.696
a

df 9

sided) .177

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

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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 moderate light viewers Count Interaction with Relatives strongly agree agree neither agree nor disagree disagree Interaction with friends strongly disagree strongly agree agree neither agree nor disagree disagree strongly disagree 2 6 0 6 3 2 5 1 5 4 Count 1 4 2 5 3 2 5 1 6 1 viewers Count 2 6 2 2 0 0 5 3 4 0 High viewers Count 2 1 3 0 0 1 0 1 3 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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Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square 15.983

a

df 12

sided) .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 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

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Relatives:
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square 18.228
a

df 12

sided) .109

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

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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

duration of watching CTV moderate light viewers Count Dress up and wear jewelry strongly agree agree neither agree nor disagree disagree TV character as role model strongly disagree strongly agree agree neither agree nor disagree disagree strongly disagree 3 3 3 5 3 0 2 2 5 8 Count 7 0 1 6 1 1 2 2 6 4 viewers Count 6 3 0 2 1 3 2 2 3 2 High viewers Count 1 3 0 2 0 2 1 0 1 2

Table 3 indicates that majority of the respondents do not television characters take

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 43

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 Pearson Chi-Square 10.659a df 12 Asymp. Sig. (2-sided) .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

45

Jewelry:

Table 3.2
Chi-Square Tests Value Pearson Chi-Square 16.400
a

df 12

Asymp. Sig. (2-sided) .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

46

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 moderate light viewers Count Indian customs preferred strongly agree agree neither agree nor disagree disagree strongly disagree Religious practices r effected strongly agree agree neither agree nor disagree disagree strongly disagree 4 9 1 2 1 2 8 1 3 3 Count 7 7 0 1 0 3 7 1 4 0 viewers Count 2 7 2 0 1 0 6 1 3 2 High viewers Count 3 0 2 0 1 1 1 2 1 1

47

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

48

Indian customs preferred:

Table 4.1
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square 15.983
a

df 12

sided) .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 Asymp. Sig. (2Value Pearson Chi-Square 10.282
a

df 12

sided) .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 age

Description of characteristics 4 to 6 years

f 10

% 40

Education of children

7 to 8 years 9 to 12 years Illiterate Primary Middle Male female Zarghoon Town

20 20 2 33 15 28 22 19

40 20 4 66 30 56 44 38

sex Town

Chiltan Town

31

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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 neither agree nor strongly agree watching TV operadaily 1 hour 2 hour 3 hours 4hours and 4 more Total 17 19 3 6 5 50 2 2 0 0 8 3 4 6 agree 6 6 5 disagree 0 0 1 disagree 2 3 1 strongly disagree 2 1 2 Total 13 14 15

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Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square 12.474

a

df 12

sided) .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 neither agree strongly agree watching TV operadaily 1 hour 2 hour 3 hours 4hours 4 and more Total 21 14 1 8 6 50 1 1 2 0 8 6 6 5 agree 3 3 7 nor disagree 0 0 0 disagree 2 2 2 strongly disagree 2 3 1 Total 13 14 15

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Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square 11.555

a

df 12

sided) .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 neither agree strongly agree watching TV operadaily 1 hour 2 hour 3 hours 4hours and more Total 4 5 7 2 18 agree 2 1 2 1 6 nor disagree 1 0 0 2 3 disagree 3 6 5 3 17 strongly disagree 3 2 1 0 6 Total 13 14 15 8 50

Chi-Square Tests Asymp. Sig. (2Value df 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

58

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.

59

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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Oster.E Television's Impact on the Status of Women Oct 8, 2009 Rahman.H Medias Influence on Me on May 28th, 2008

Manohar.U Media effect on teenagers

Meier Z Violent Effects on Children and Teenagers Through the Television and Movies

Imdieke K Violence due to television on Jun 23, 2000

Lohr. J Dr. Jordan the Effects of Television Violence on Children Television4/17/98

Joel W TV Is Good for You If you are a woman in rural India, at least.
Monday, Aug. 20, 2007 Zia. A Effects of TV SOAP OPERAon women in INDIA: a comparative study of heavy and light viewers in lahore Khan M.A Associate Professor HITEC University Taxila General Attitude of College Students towards Consequences and Impact of Television Advertising in INDIA

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Guy B.A about television series and their influence on human behavior in general and youngsters in particular on November 2009 in Dobogk (Hungary).

Robert .J school of public a airs, Watson institute for international studies, the power of TV: TV SOAP OPERAand women's status in India

Dr Byron.T a report on Children and television today Bittner, john.R Mass communication An Introduction to TV operain New Jersey on1987

Henry.j keiser family foundation key factors of television violence

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