Does the television program connectedness explain the television viewership patterns in Pakistani housewives?

Hasan, Syed Akif and Subhani, Muhammad Imtiaz (2012): Does the television program connectedness explain the television viewership patterns in Pakistani housewives? Forthcoming in: European Journal of Economics, Finance and Administrative Sciences

Abstract

Media always helps to reveal the real face of the societies while it is also a source of entertainment besides portraying the various societal allegories to illuminate the various issues of various societies. This research aims at interrogating the viewership pattern of housewives while gauging and identifying the existence of any sort of relationship between the viewership and the connectedness of individuals (Housewives) with the TV programs. In order to interrogate the outlined relationship, the frequency of viewership was questioned and level of connectedness with the programs was analyzed. Story, Cast, Acting of soap opera, Allegory (i.e. Dramas that are based on Serious/ Social Issues), escape factor, fashion factor, imitation factor, talk shows and reality shows were used as the proxies for program connectedness while stories and acting of soap opera, fashion factor and the morning talk shows are found to be the most preferred among the respondents/ housewives. The frequency of program viewership and the duration of television viewership were found to have significant relationship with all those various outlined proxies of program connectedness which has the huskier preference level.

• Item Type: MPRA Paper
• Language: English
• Keywords: Connectedness, Television viewership patterns, Housewives, Soup Operas
• Subjects: A - General Economics and Teaching > A1 - General Economics

References

Ellis, J. Scheduling (2000). The last creative act in television? Media, Culture & Society, 22, 25-38.

Fiske, J. (1992), Television Culture, London: Methuen.

Gardial, S. F., Clemons, D. S., Woodurff, R. B., Schumann, D. W., & Burns, M. J., (1994). Comparing Consumers' Recall of Prepurchase & Postpurchase Product Evaluation Experiences. Journal of Consumer Research, 20 (4), 548-60.

Hirschman, E. C. & Thompson, C. J. (1997). Why Media Matter: Toward a Richer Understanding of Consumers, Relationship with Advertising & Mass Media. Journal of Advertising, 26, 43-60.

Lin, C. A. (1993). Modeling the Gratification-Seeking Process of Television Viewing; Human Communication Research. International Communication Association, 20 (2), 224-244.

Malhotra, I. (2000). Indians like to be entertained in their own tongue, Interview, Business Standard Weekend, 22-8.

Sonwalkar. P. (2001). India: Making of a little culture/media imperialism? International communication Gazette, 63(6), 505-519.

Webster, J. G., & Lichty, L. W. (1991). Ratings analysis: Theory and practice. Hillsdale, NJ: Erlbaum.