Impact of Soap Operas on the Television Viewers: Experience from Pakistani Society
Purpose: Soap operas are popular genre in media industry from all over the world. Generally, Soap operas focus on family dramas, domestic issues and women plight. There were number of studies conducted to explore public perception regarding soap operas. The present study aimed to explore the opinion from Pakistani society regarding their experience of watching Star plus soap operas.
Design/Methodology/Approach: The research based on Cultivation theoretical framework which intended to explore the difference between heavy and light viewers of Star plus soap operas. Research design is quantitative. Survey method is utilized to collect data from the respondents.
Findings: The results showed that there was no significant difference exist between heavy and light viewers perception. Both type of viewers supported females’ educational, political and legal rights in the society. The time spent in watching Star Plus soap operas did not have great impact on heavy viewers in changing their minds and thoughts.
Implications/Originality/Value: It is a unique study using survey method to gauge the opinion of heavy and light viewers of star plus soap operas. It will be very useful for other researchers who are interested in studying the impact of television in the lives of people. It will provide them with an excellent insight about the factors that mediate the cultivation process.
Article Analytics Summary
Ahmed, A. (1991). “Women and Social Justice” Islamabad. Institute of policy Studies.
Bowen, S., & Wyatt, N. (1993). Transforming Visions: Feminist Critiques in Communication Studies, Cresskill, N.J: Hampton Press.
Bryant, J., & Thompson, S. (2002). Fundamentals of Media Effects.NY. McGraw-Hill Companies Inc.
Kumar, H;& V, J. (2005). Women’s Empowerment. New Delhi Regency Publications,.
Thornham, S. (2000). Feminist Theory and Cultural Studies. NY: Oxford University Press Inc.,
Wood, J. T. (1999). Communication, Gender, and Culture (3rd ed). California: Wads Worth Publishing Company.
Wrye, K. H. (2009). The Fourth Wave of Feminism: Psychoanalytic Perspectives Introductory Remarks. Studies in Gender and Sexuality, 10(4), 185-189. doi: 10.1080/15240650903227999. 2009-10-04. DOI: https://doi.org/10.1080/15240650903227999
Copyright (c) 2021 Beenish Zaheen, Aasima Safdar, Muhammad Riaz
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
CSRC Publishing and JBSEE adhere to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in JBSEE agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International). Under this license, the authors published in JBSEE retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of SBSEE are required to cite author(s) and publisher in their work. CSRC Publishing and JBSEE follow an Open Access Policy for copyright and licensing.