SOCIAL IMPACT OF TELEVISION ON URBAN YOUTH IN KARNATAKA-AN EMPIRICAL STUDY
Keywords:
Social impact, television, urban youthAbstract
The debacle of television as medium for social change is still an emerging, moving target for researchers across the globe; although there is rich oeuvre of both nugget and maverick research works available in this arena. The success tales of television as a medium for social change has negated the confabulations that television is basically an entertainment medium and it is hostile to thoughts. Television is an adaptive medium and can follow different approaches when efficaciously and judiciously used and will definitely contribute sustained nay-exacerbated development. Present study undertaken makes an effort to trace social impact of television on urban youth empirically in the Indian state of Karnataka. This study also made an effort to compare the impact of television between nuclear and joint family viewers. The study result accentuate the fact that the real impact of television on its viewers depends on its reach and accessibility, socio-economic status of the viewers and the time spent on viewing.
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