IMPACTS OF MEDIA (CABLE TELEVISION) ON FEMALE’S PERSONALITY

Muhammad Irshad

Abstract


The introduction of any new technologies always leaves impact on society, the impact may be positive or may be negative it depends upon its user. In early 1980 cable television was first time introduced in Karachi (Pakistan). Cable television fire ups the impact on society. Females are considered the centre of household and mothers are the primary source of education and learning for their children. Change in their attitude, behavior and language leads to change the society culture, values and tradition. This study was conducted to determine the impact of cable television on female personality. Total 350 questionnaires were distributed among the selected sample, out of which response of 286 was received back and 26 were found incomplete/wrongly filled. The remaining were analyzed by using SPSS. The results reflect that cable television leave impact on the viewer but not affect their domestic life. However, cable television is found best source of information i.e. religious, other languages, fashion and style etc. and also increases the viewer expenditures. 

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DOI: http://dx.doi.org/10.21015/vtess.v5i2.198

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