IMPACT OF CABLE TELEVISION ON WOMEN AND CHILDREN

UNIVERSITY OF BALOCHISTAN

INSTITUTE OF MANAGEMENT SCIENCES

Research Report

IMPACT OF CABLE TELEVISION ON WOMEN AND CHILDREN

Sumitted to:

Sir.Jameel Ahmed

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Acknowledgements:

First and foremost we would like to thank ALMIGHTY ALLAH for giving us the strength and commitment for completing this report.We are very thankful to everyone who all supported us, for completing our report effectively and more over on time. I am equally grateful to my teacher Sir.Jameel Ahmed. He gave us moral support and guided us in different matters regarding the topic. He had been very kind and patient while suggesting us on different queries regarding our report and correcting our doubts. We thank him for his overall support. Last but not the least, I would like to thank our friends who helped us a lot in gathering different information, collecting data and guiding us from time to time in making this report ,they gave us different ideas in making this project unique.

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ABSTRACT:

With the expansion of Cable Television service to much of the nation over the past six years, concern has grown about the Cable TV watching habits of the children and women in Pakistan. This study is aimed at collecting precise data to analyze the "opinion", preferences and requirements of the children and women regarding their Cable TV watching habits. The results can be generalized over the children and the feminine population of Pakistan. For this purpose, students of both genders of different colleges and universities have been contacted so that people belonging to all sections of the society can be reached. From the results it is obvious that young people only acquire entertainment from the cable TV and not any productive motive is behind the reason of "liking" cable TV, yet they wish to have access to only those selected channels that do not promote immorality and untraditional indecency. On the other hand the impact of cable television on the status of women is also well defined through this research. In this paper, we found that the introduction of cable television moulds the attitudes and behaviors of women in different aspects. They try to transform their lives in compliance with the west. Women try to imitate behavior and replicate the same actions, talks, lifestyles, behaviors and thinking.Subsequently, children are affected by the exposure of cable television. Not many children are interested in watching educational and informational TV shows; rather they seek pleasure in watching entertainment channels such as the cartoons, movie channels etc. Consequences are faced by the parents when they receive negative results as far as the studies of their children are concerned. .

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TABLE OF CONTENTS:

Acknowledgement Abstract

Chapter 1 INTRODUCTION…………………………………………...5Chapter 2 LITERATURE REVIEW …………………………………..7Chapter 3 THEORETICAL FRAMEWORK ………………………...9Chapter 4 RESEARCH METHODOLOGY…………………………..11Chapter 5 DATA ANALYSIS AND INTERPRETATION…………...14Chapter 6 CONCLUSIONS ……………………………………………34

References………………………………………………………………..36

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CHAPTER 1INTRODUCTION:

IMPACT OF CABLE TELEVISION ON WOMEN AND CHILDREN IN QUETTA, PAKISTAN:

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, cable television and 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 anti-social activities ought to apply to more positive behavior. Television seems to intensify pre-existing family relationships rather than change them. Cable television viewer ship is no more restricted to the upper-middle class only; with the availability of low-priced television and cable connection, 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 cable television included easy access, low cost, access to satellite channels and a huge television viewer ship interested in entertainment only.In Pakistan, the cable television network was quietly introduced at a small scale in Karachi in the early 80’s in the absence of any regulatory law. It started from the city’s 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 Pakistan Telecommunication Authority (PTA), the availability of satellite channels in Pakistan brought about a major change in the cable network operations. Cable operators 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 cable network emerged out

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of the already established cable system. Cable system 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 Pakistan Telecommunication Authority (PTA) started the procedure of issuing licenses to the cable operators in January 2000. The legalization process of cable television networks started in November 1998 and completed in 2000.Therefore, in June 2000, cable television networks started functioning legally which initiated a new era of electronic media in Pakistan. This raised a number of new queries and gave an opportunity to people to discuss this new system of communication in Pakistan.With the popularity of foreign television channels, fears have been expressed that lifestyles of viewers may be affected. The question arises that cable television, 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 cable television on women and children of Quetta, Pakistan.

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CHAPTER 2Literature review:The basic task of literature review is to inform about the impact of cable television on women and children in Quetta and Pakistan. Cable television may 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 cable television to 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). 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 cable television on 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 cable television and 10 of them spent 2 to 3 hours a day (Eshwer, 1994).Sen (1993) narrates that in today’s 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. Cable television has 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 cable TV but children are also affected by cable TV.

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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 people’s thinking.Atkin and LaRose (1991) in a research concluded that general viewer ship of cable TV is higher among larger, younger, non-white families. Chaudhry A. W. has criticized that cable TV in Pakistan 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 an anti-violence theme or prosocial message emphasizing alternatives to or consequences of violence. Violence was found to be more prevalent in children’s programming (69%) than in other types of programming (57%). In a typical hour of programming, children’s 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 fromMod 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 children’s 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).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.

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CHAPTER 3THEORETICAL FRAMEWORK:

This study analysis “Impacts of Cable Television in Pakistan”. The purpose of this study was to find out the influence of cable channels, particularly Indian in the life patterns of female and children and on whole society. As a communication technology, cable television has a great acceptance and is being used extensively in Pakistan. Cable television viewer ship is no more restricted to the upper and upper-middle class of Pakistan as it used to be a few years back. Being inexpensive and easy to access, cable television spread rapidly in Pakistan. 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. 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 Pakistan.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 cable television) 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 and children 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 cable television channels serve as a model for heavy viewers. They may acquire certain characteristics which in turn influence their attitudes.Now, with the availability of the cable channels, an important question arises; does a woman and children‘s behaviour reflect what they have watched on the television screen? The impact of cable television programmes on women and children 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 cable television channels affect women and children in Pakistan. The researcher aims

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at finding answers to questions such as what women and children think about these programmes in terms of their preferences and relevance. Whether they experience an impact of these programmes on their attitudes or not?

Flow chat of dependent and independent variable and there relationship

Exposure

Of cable

Television

Advertisement

Attitude

And

Behavior

Celebrities

Dramas and films

Aggressiveness and violenceMaterialism bad habits Usage of drugsLearning Cognitive ability Knowledge

Culture and customsEvents Rituals Language Religion

Life style1. Domesticfactor2. Personal appearance and style

Social well being1. Interaction with family, relatives and friends 2. Sociable

Informational plays

Independent variables

DependentVariables

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CHAPTER 4RESEARCH METHODOLOGY:

The prime purpose of this research study is to see the extent to which the cable television affects women and children 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 cable television viewers (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.

The total area covered by the study was Quetta only. The population of Quetta on July 2nd 2010 is approximately 917043 (true knowledge). The total population of this study comprises all female cable television viewers aged 18 to 40 years and children viewers aged 8 to15 years residing in Quetta. The researcher preferred this age group of women and children for the study because cable is 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 and children 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 cable television viewers belonging to Quetta are selected as a sample of the study. Quetta 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 Quetta.

Women and children viewing cable television for 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 cable television for the last 2 years· Watching cable television for the last 3 years· Watching cable television for the last 4 years· Watching cable television for more then 4 years

Hypotheses (females): Heavy viewers of cable television experience greater degree of effect on their

domestic and other activities than the moderate and light viewers Heavy viewers of cable television experience a greater degree of change in

their family and social interaction patterns than the moderate and light viewers Heavy viewers of cable television tend to show a greater degree of acceptance

of television characters’ appearance and style than the moderate and light viewers

Heavy viewers of cable television experience greater degree of effect on their cultural and religious practices than the moderate and light viewers

Hypotheses (children): Heavy viewers of cable television experience greater degree of effect on their

eating habit than the moderate and light viewers. Heavy viewers of cable television like to act like carton characters more than

the moderate and light viewers

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Heavy viewers of cable television like to speak foreign languages more than the moderate and light viewers

RESEARCH QUESTIONS:

1. To determine the extant to which exposure of cable television enhances the

learning process of children?

2. What is impact of cable television on the lifestyle, custom, social and culture

well being of women?

3. To what extent the cable television lead to the arousal of violence in children?

4. What is the impact of cable television on high and light viewers?

OBJECTIVES:

1. To determine the enhancement of learning process of children.

2. To analyze the impact of cable television 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 cable television.

5. To compare the influence of cable on 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 6226-30year 7 1431-35 year 4 836-40 year 8 16

Education of women Illiterate 5 10

Primary 2 4

Middle 2 4

Matriculation 4 8

Intermediate 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

Table explain that majority of the respondents are aged between 18 to 25 years (62 percent). Studying the impact of cable television on 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

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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 Cable Connection

Frequency Percent

1 year 10 20.0

2 year 8 16.0

3 year 11 22.0

4 year and more 21 42.0

Figure and Table illustrate the distribution of viewers according to duration of cable television connection. Among 50 respondents, the respondents having cable connection for 4 years and more are 21(42 per cent), respondents with cable connection for 3 years are 11 (22 per cent) and the viewers with cable connection for 1 and 2 years are 18 (36 per cent)

Duration of watching Cable television

Duration of watching cable 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 cable television. 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 cable television

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 Cable televisionThis study also analyzes the respondents’ aim of watching cable television channels. Respondents could give multiple answers for the purpose of their watching the cable television. Their responses are mentioned in Table and Figure which indicate that the most frequently cable television is watch for entertainment and than for time pass, some for latest fashion and very few respondents watch for information

Purpose of Watching Cable Television and Level of Viewing

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Watch cable TV for * duration of watching CTV Cross tabulation

duration of watching CTV

Totallight viewers light viewers

moderate

viewers High viewers

Watch cable TV 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

Table and bar chart exposes the association between the purposes of watching cable television and level of viewing as those who watch cable television for the purpose of entertainment constitute approximately 1/2 of total respondents. It also explains that

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both the heavy viewers and the light viewer mostly watch cable television for entertainment.

Demography and Level of ViewingThe 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

duration of watching CTV

light viewers

moderate

viewers High viewers

Count

total

Count Count Count

Age of females 18 to 25 years 11 8 7 5 31

26 to 30 years 3 2 2 0 7

31 to 35 years 0 3 1 0 4

36 to 40 years 3 2 2 1 8

total 32 12 6 50

Table indicates that highest percentage of heavy and light viewers falls in the age group 18-25 years, the duration of watching cable television decrease among age group of 31-35 year where as watching cable television increase again among age group 36-40

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Residing Town by Level of ViewingTable represents that the highest percentage of light viewers resided in Zarghoon town and high viewers in Chiltan town.

Table Distribution of Respondents by towns and Level of Viewing

duration of watching CTV

light viewers

moderate

viewers High viewers

CountCount Count Count

Belonging Town Zarghoon Town 10 9 5 1 25

Chiltan Town 7 6 7 5 25

total 17 15 12 6 50

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Table represents that the highest percentage of light viewers resided in Zarghoon town and high viewers in Chiltan town.

Hypothesis Testing

Hypothesis 1

Heavy viewers of cable television experience greater degree of effect on their domestic than the moderate and light viewers.

Hurdles in Domestic and other Activities and Level of Viewing

Table 1 Hurdles of cable TV * duration of watching CTV Cross tabulation

duration of watching CTV

Totallight viewers light viewers

moderate

viewers High viewers

Hurdles of cable

TV

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

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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 cable television watching whereas only few are disagree

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 cable television viewing 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 cable television viewers there is also high percentage of those who have high disturbance level. Both high and light viewers show same effects.Hypothesis 2

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 12.696a 9 .177

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Heavy viewers of cable television experience a greater degree of change on their family and social interaction patterns than the moderate and light viewers

Interaction with relatives and friendsTable shows that the interaction with relatives is deceases by watching cable television. Almost ½ of the total respondents are agree that their interaction time is decreasing with relatives, where as the interaction with friends is show opposite result mostly respondents are disagree that their interaction is decreasing with friends

Table 2: Interaction with relatives and friends

duration of watching CTV

light viewers

moderate

viewers

High

viewers

Count Count Count Count

Interaction with Relatives strongly agree 2 1 2 2

agree 6 4 6 1

neither agree nor disagree 0 2 2 3

disagree 6 5 2 0

strongly disagree 3 3 0 0

Interaction with friends strongly agree 2 2 0 1

agree 5 5 5 0

neither agree nor disagree 1 1 3 1

disagree 5 6 4 3

strongly disagree 4 1 0 1

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Table and charts shows that the interaction with relatives is decreases because of cable television watching. Almost ½ of the total respondents agree that their interaction time is decreasing. Where as the interaction with friend is not deceasing because of watching cable television because almost ½ of the total respondents are not agree that their interaction time is decreasing with friends

Friends: Table 2.1

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 cable television viewing 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 cable television viewers there is also high percentage of those whose interaction with friends are not decreasing because of cable both high and light viewers show same effects

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 15.983a 12 .192

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Relatives:

TABLE 2.2

The significant value of Chi-Square that is 0.109 is greater than significant level that is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and may conclude that there is a no significant relationship between the levels of cable television viewing 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 cable television viewers there is also high percentage of those whose interaction with friends are decreasing because of cable both high and light viewers show same effects

Hypothesis 3

Heavy viewers of cable television tend 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

light viewers

moderate

viewers

High

viewers

Count Count Count Count

Dress up and wear jewelry strongly agree 3 7 6 1

agree 3 0 3 3

neither agree nor disagree 3 1 0 0

disagree 5 6 2 2

strongly disagree 3 1 1 0

TV character as role model strongly agree 0 1 3 2

agree 2 2 2 1

neither agree nor disagree 2 2 2 0

disagree 5 6 3 1

strongly disagree 8 4 2 2

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 18.228a 12 .109

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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 cable television for entertainment because out of 50 respondents 31 are disagree .On the other hand majority of respondent like to wear jewelry and dress like cable characters because out of 50 respondents 26 are agree

Role model:

Table 3.1Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 10.659a 12 .558

The significant value of Chi-Square that is 0.558 is greater than significant level that is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and may conclude that there is a no significant relationship between the levels of cable television viewing and acceptance of cable characters 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 cable charters as role model. On the other hand, among the high cable television viewers there is also high percentage of those who do not agree with acceptance of cable charters as role model. Both high and light viewers show same result

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Jewelry:

Table 3.2Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 16.400a 12 .174

The significant value of Chi-Square that is 0.174 is greater than significant level that is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and may conclude that there is a no significant relationship between the levels of cable television viewing and acceptance of cable characters 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 cable television viewers there is also high percentage of those who wear dress and jewelry accordingly characters. Both high and light viewers show same result

Hypothesis 4Heavy viewers of cable television experience greater degree of effect on their cultural and religious practices than the moderate and light viewers.

Cultural and religious practicesTable 4

duration of watching CTV

light viewers

moderate

viewers

High

viewers

Count Count Count Count

Indian customs preferred strongly agree 4 7 2 3

agree 9 7 7 0

neither agree nor disagree 1 0 2 2

disagree 2 1 0 0

strongly disagree 1 0 1 1

Religious practices r effected strongly agree 2 3 0 1

agree 8 7 6 1

neither agree nor disagree 1 1 1 2

disagree 3 4 3 1

strongly disagree 3 0 2 1

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Table and figure indicate that majority of the respondents (39 out of 50) are celebrating Indian traditions in marriage ceremonies where as 2/3 of the respondents are likely to celebrate Valentine’s Day. The table also shows that religious practices are effected by watching cable television more than half of respondents (28 out of 50) are agree

Indian customs preferred:

Table 4.1Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 15.983a 12 .192

The significant value of Chi-Square that is 0.192 is greater than significant level that is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and may conclude that there is a no significant relationship between the levels of cable television viewing 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 cable television viewers there is also high percentage of those who agree that Indian customs are prefer. Both high and light viewers show same effects

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Religious

Table 4.2Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 10.282a 12 .591

The significant value of Chi-Square that is 0.591 is greater than significant level that is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and may conclude that there is a no significant relationship between the levels of cable television viewing 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 cable television effects religious practices . On the other hand, among the high cable television viewers there is also high percentage of those who agree that watching cable television affects 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 cable television viewing and effect on domestic activates ,cultural and religious practices and life style

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CHILDREN:

Demographic characteristic of respondents

Demographic characteristics

Description of characteristics

f %

age 4 to 6 years 10 40

7 to 8 years 20 409 to 12 years 20 20

Education of children Illiterate 2 4Primary 33 66Middle 15 30

sex Male 28 56female 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 respondent’s 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

Heavy viewers of cable television experience greater degree of effect on their eating habit than the moderate and light viewers.

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Watching cable daily * preferring junk foodsTable 1

preferring junk foods

Totalstrongly agree agree

neither agree nor

disagree disagree strongly disagree

watching cable

daily

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

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 12.474a 12 .408

The significant value of Chi-Square that is 0.408 is greater than significant level that is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and may conclude that there is a no significant relationship between the levels of cable television viewing 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 cable television viewers there is also high percentage of those who prefer junk food. Both high and light viewers show same result

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Hypothesis 2

Heavy viewers of cable television like to act like carton characters more than the moderate and light viewers Table 2

Watching cable daily * flying like superman and Spiderman

flying like superman and Spiderman

Totalstrongly agree agree

neither agree

nor disagree disagree

strongly

disagree

watching cable daily 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

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 11.555a 12 .482

The significant value of Chi-Square that is 0.482 is greater than significant level that is 0.05 therefore we can reject alternative hypothesis and accept null hypothesis and may conclude that there is a no significant relationship between the levels of cable television viewing and act like cartoon characters The percentage values as seen in the

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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 cable television viewers there is also high percentage of those who prefer to act like cartoon characters. Both high and light viewers show same result

Hypothesis 3

Heavy viewers of cable television like to speak foreign languages more than the moderate and light viewers

Watching cable daily * speaking English words

speaking English words

Totalstrongly agree agree

neither agree

nor disagree disagree

strongly

disagree

watching cable daily 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

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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

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 cable television viewing 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 cable television viewers 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 5CONCLUSION:

This study investigates the “impact of cable television on life patterns of women and children in Quetta, Pakistan.” The study provided results by comparing life patterns of high, moderate and light viewers. Cable television technology has been introduced in Pakistan during the last decade. This raised the question that the cable television may 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 cable television has on women and children in Quetta. 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 cable television and 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 proceduresThis study reveals that television has grown enough to become an important and an integral part of daily activities in today’s world. It is not surprising that in some cases people may go beyond the actual act of watching it for entertainment.

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 cable connection for 4 years and more are 21 (42%), respondents with cable connection for 3 years are 11 (22%) and the viewers with cable connection for 1 and 2 years are 18 (36%). Most frequently cable television is 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 cable television for 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 cable television for entertainment. The highest percentage of high and light viewers falls in the age group 18-25 years, the duration of watching cable television decrease among age group of 31-35 year where as watching cable television increase 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 cable television whereas only few disagree. When hypothesis is tested it shows that there is no significant relationship between the levels

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of cable television viewing and levels of effect on domestic (cooking or relation among their family members) and other activities. And among the light viewers there is high percentage of those who experienced disturbance in their domestic activities. On the other hand, among the high cable television viewers 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 cable television. Almost ½ 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 ½ 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 cable television viewing 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 cable characters as role model. On the other hand, among the high cable television viewers there is also high percentage of those who do not agree with acceptance of cable characters 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 Valentine’s Day. The result also shows that religious practices are affected by watching cable television more than half of respondents (28 out of 50) are agreed.

CHILDREN:

The result shows that the demographic characteristic of children, like age, shows that from total sample 10 respondent’s lies between 4 to 6 years, 20 lies between 7 to 8 years, 20 lies between 9 to 12 years. Most of the children are of primary and middle level. Results conclude that there is a no significant relationship between the levels of cable television viewing and eating habits. The percentage values also indicate that among the light viewers there is high percentage of those who prefer junk food. The percentage values 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 cable television viewers there is also high percentage of those who prefer to act like cartoon characters. The result of hypothesis shows that there is no significant relationship between the levels of cable television viewing and learn foreign languages. The values 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 cable television viewers there is also high percentage of those who like to speak foreign languages.

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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 don’t need.

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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 cable television on women in Pakistan: 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 Pakistan

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