Foreign Television and Indian Youth: Changing Attitudes

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  • Author :Peddiboyina Vijayalakshmi
  • Year of Publication :2005
  • ISBN: :9788180690792
  • Language: :English
  • Binding: :Hard Bound
  • No of Pages: 156
  • Size: 23 cms
  • Categories: Journalism and Mass Communication, Sociology

About the Book :

India experienced incredible changes in the electronic media after the live telecast of Gulf War in 1991. The unprecedented spiraling growth of foreign television channels provoked a debate over the consequences of viewing of such programmes on the cultural values and behavior of the viewer, particularly children and youth. This research is an attempt in providing empirical verification for the much discussed cultural invasion. What do the young viewers learn from the Western programmes? Whether these programmes influence the attitudes of these of the youth if the watch heavily. Answers to these questions were researched through an extensive field study on college students. Some of the topics discussed in the book are: Globalization of TV in the country and the governments reaction to the challenges posed by foreign TV, values in East and West gender differences in decoding TV messages, global insight into TV use to the youth, influence on local cultures, change in attitudes of young viewers towards family norms, social roles of Indian women, lifestyles, sex norms and music habits. The book is useful to students, professionals and researchers who are in the field of mass communication, journalism, sociology and cultural studies.

About Author :

P. Vijayalakshmi is an Associate Professor in the Department of Communication and Journalism, Sri Padmavati Mahila Visvavidyalayam, Tirupati, Andhra Pradesh. She teaches International Communication, Communication Theory and Advertising. Her research interests include media effects with focus on impact of foreign TV on children and youth, and women and media. At present she is conducting research on "Violence in Televised Carton programmes and its impact on children". Her educational background includes Defence Studies from University of Madras; Communication and Journalism from Padmavati Mahila Visvavidyalayam. The University of Pune awarded Doctorate for her research work. She is currently Executive member of Press Academy of Andhra Pradesh. She visited USA, Canada and U.K. under youth cultural exchange programme, sponsored by Rotary International.