Economic, psychological and social influence of farm telecasts on the viewers’ lifestyle

Mrs Rakhi Sharma By Mrs Rakhi Sharma, 21st Aug 2017 | Follow this author | RSS Feed | Short URL http://nut.bz/2zeu0o86/
Posted in Wikinut>Writing>Society & Issues

Maximum number of males had low & moderate & females had low economic influence. Males & females both more moderate social as well as psychological influence. Economic influence of telecast affected lifestyle of male respondents, whereas in case of females had no. Economic influence of telecast on lifestyle of males was significant but females non-significant. Significant difference was found between lifestyle of males & females with their social as well as psychological influence of telecast.

Abstract:

Maximum number of males had low & moderate & females had low economic influence. Males & females both more moderate social as well as psychological influence. Economic influence of telecast affected lifestyle of male respondents, whereas in case of females had no. Economic influence of telecast on lifestyle of males was significant but females non-significant. Significant difference was found between lifestyle of males & females with their social as well as psychological influence of telecast.

Key words:

Economic Influence, Farm Telecasts, Lifestyle, Psychological Influence, Social Influence

Introduction:

Television plays an important role in non-formal education and deals with important issues relating to social and economic progress of rural people in world. Salzman (1993) pointed out that television is playing an important role in modernizing processes of rural life. Behavior of viewer is not a change or random phenomenon, it is a response to a cause or stimulus and it is purposeful and goal oriented. It is intended to accomplish some objectives, which in turn would satisfy or at least reduce some need of viewers.

OBJECT

Present study was objected to analyze and understand influence of farm telecasts on lifestyle of viewers.

Experimental techniques:

The study was carried out in two purposively selected blocks namely: Etmadpur and Khandouli of Agra district (10 progressive villages). Twenty two TV owner farmers (11 Males and 11 Females) were randomly selected from each village, considering farmers who had television sets for last three years, thus making a total sample of 220 respondents.

In present study influence of telecast was operationalized as effects of telecasts as perceived by viewers on their life. For this purpose, all possible influences of telecast were divided into three spheres, viz., economic, social and psychological. A well-structured interview schedule was used for data collection. level of influence of telecasts on viewers’ life was classified in-to three categories, viz., low, moderate and high on basis of mean # standard deviation. To analyze relationship between independent variables and dependent variables, chi-square test was used.

Experimental findings:

VIEWER’S LIFESTYLE

Large number of males (41.82%) and females (44.55%) respondents had semi-modern lifestyle. It was followed by 35.45 per cent modern and 22.73 per cent traditional lifestyle of male respondents. In case of females, it was followed by traditional (30.00%) and modern (25.45%) lifestyle.

ECONOMIC INFLUENCE OF FARM TELECASTS

Maximum and equal number of male respondents (34.54%) had low and moderate economic influence followed by high (30.92%) economic influence. Whereas in case of females, it was found that maximum number of respondents (40.00 %) had low economic influence followed by equal number (30.00 % each) who had moderate and high economic influence. Overall, it was found that maximum number of respondents (37.27%) had low economic influence followed by moderate (32.27%) and high (30.46%) economic influence.

Large number (68.00% male and 54.55% female) of traditional lifestyle had low economic influence followed by moderate (16.00% male and 27.27% female) and high (16.00% male and 18.18% female). Overall, it was found that majority of respondents (60.35%) of traditional lifestyle had low economic influence followed by moderate (22.41%) and high (17.24%) economic influence.

Similarly, in case of males maximum number (41.30%) of semi-modern lifestyle had moderate economic influence followed by low (32.61%) and high (26.09%) economic influence. Whereas, females (38.78%) of semi-modern lifestyle had low economic influence followed by moderate (34.69%) and high (26.53%) economic influence.
It was found that maximum number (46.15% males and 50.00% females) of modern lifestyle had high economic influence followed by moderate (38.46% male and 25.00% female) and low (15.39% male and 25.00% female) economic influence. Statistically significant difference was found between economic influence of farm telecast on lifestyle of pooled and male respondents (X2 =27.208** Pooled and 20.638** Male; P < 0.01%), whereas, in case of female, non-significant difference was found (X2 = 09.476 NS ; P < 0.01%).

SOCIAL INFLUENCE OF FARM TELECASTS

Maximum number of males (41.82%) and females (43.64%) had moderate social influence. It was followed by high (34.54% males and 30.00% females) and low (23.64% males and 26.36% females) social influence. Overall, it was found that maximum number of respondents (42.73%) had moderate social influence followed by high (32.27%) and low (25.00%) social influence.

In case of males, more than half (52.00%) of traditional lifestyle had low social influence followed by moderate (48.00%) social influence of farm telecasts. Whereas, in case of females more than half (54.55%) of traditional lifestyle had moderate social influence followed by low (45.45%) social influence of farm telecasts. None of male and female of traditional lifestyle had high social influence of farm telecasts. Overall, it was found that maximum number of respondents (51.72%) of traditional lifestyle had moderate social influence followed by low (48.28%) social influence.

Similarly, maximum number (47.83% males and 44.90% females) of semi-modern lifestyle had moderate social influence followed by high (36.95% males and 30.61% females) and low (15.22% males and 24.49% females) social influence.

It was found that more than half male (53.85%) and female (64.29%) of modern lifestyle had high social influence followed by moderate (30.77% males and 28.57% females) and low (15.38% males and 7.14% females) social influence. Overall, it was found that more than half (58.21%) of modern farmers had high social influence followed by moderate (29.85%) and low (11.94%) social influence. Statistically significant difference was found between social influence of farm telecast on viewer’s lifestyle (X2 = 54.815** Pooled; 31.799** Female and 25.692** Male; P < 0.01%).

PSYCHOLOGICAL INFLUENCE OF FARM TELECASTS

Maximum number of males (38.18%) and females (41.82%) had moderate psychological influence. It was followed by high (36.36% males and 30.00% females) and low (25.46% males and 28.18% females) psychological influence through farm telecasts.

Majority of males (60.00%) and females (54.55%) of traditional lifestyle had low psychological influence followed by moderate (40.00% males and 45.45% females) psychological influence. None of male and female of traditional lifestyle had high psychological influence of farm telecasts. Overall, it was found that majority (56.90%) of traditional lifestyle had low psychological influence followed by moderate (43.10%) psychological influence. Similarly males (41.30%) and females (46.94%) of semi-modern lifestyle had moderate psychological influence followed by high (39.13% males and 26.53% females) and low (19.57% males and 26.53% females) psychological influence. Likewise, it was found that majority of males (56.41%) and females (71.43%) of modern lifestyle had high psychological influence. Further, males (33.33%) and females (28.57%) of modern lifestyle were with moderate psychological influence. Whereas, few (10.26%) males and none of females of modern lifestyle were with low psychological influence of farm telecasts. Statistically significant difference was found between psychological influence of farm telecast on viewer’s lifestyle (X2 =69.547** Pooled; 43.775** Female and 29.761** Male; P < 0.01%).

Conclusion:

The study revealed that maximum number of male and female respondents had semi-modern lifestyle. It was found that maximum number of modern farmers had high economic influence. More than half males and females of modern lifestyle had high social influence. Similarly, majority of males and females of modern lifestyle had high psychological influence.

A significant difference was found between economic influence of telecasts on lifestyle of male respondents whereas, in case of females, non-significant difference was found. Similarly, significant difference was found between social influence as well as psychological influence of farm telecasts on lifestyle of both male and female respondents.

DEDICATION

The study is dedicated to whom those are committed to work for development of technology for rural advancement.

References:

Salzman, P. (1993). Electronic Trojan Horse : Television in globalization of pera-modern cultures: presented at plenary session "Societies, evaluation and globalization". 13th International Congress of Anthropological and Enthrological Sciences, Maxico City.

Tags

Economic Influence, Farm Telecasts, Lifestyle, Psychological Influence, Social Influence

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26th Sep 2017 (#)

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