Journal of Critical Reviews

ISSN- 2394-5125 Vol 7, Issue 12, 2020

IMPACT OF INDIAN ON WOMEN’S POSITIVE BEHAVOIUR

1N. Priyakumari , 2Dr.SelvaraniMariappan,

1Research Scholar, Department of Business Administration, Kalasalingam Academy of Research and Education,Kishnankovil,TamilNadu. Email: [email protected]. 2Associate Professor, Department of Business Administration, Kalasalingam Academy of Research and Education,Kishnankovil,TamilNadu. Email:[email protected].

Received: 20.03.2020 Revised: 21.04.2020 Accepted: 22.05.2020

Abstract Soap operas are some of the most popular television programs around the world. They have a huge fan base just for the fact that it touches the sentiments of the human beings. In the Indian context too, it has a wide reach and never ending popularity among the common people. Particularly among the women population in , the soaps has achieved a legendary status. The present research is trying to study impact that it has among the women's behavior in the Indian context. Mainly the present paper tries to understand what are the positive effects of the soap operas upon the women's behavior. The present research is a comparative study of the women viewers of Kanyakumari and Trivandrum districts. The research revealed that, despite what people think, there are some positive effects of the soap operas among the women population.

Keywords: women's behavior, Indian context, positive effects

© 2020 by Advance Scientific Research. This is an open-access article under the CCBYlicense(http://creativecommons.org/licenses/by/4.0/) DOI: http://dx.doi.org/10.31838/jcr.07.12.193

INTRODUCTION literature. This study is the first to extend the application of Media is a powerful tool for change. Being inexpensive and easy Social Capital Theory to examine social values and connections in to access Television has spread rapidly all over the world. Among STV communication, particularly the significance of bridging the other porgrammes on Television “soap operas” enjoy social capital with weak-tie netizens sharing similar video immense popularity and following. The genre stands out from interests. The findings support the positive effects of perceived other television programme types as one in which the audience bridging social capital on their program loyalty and commitment. invests both time and involvement, building relationships with The research model links Social Presence Theory with Social characters over time. The year 1930 is the land mark year in the Capital Theory, as the results show a positive relationship history of “Soap opera” denotes the beginning of this popular between users’ perceived social presence of STV and bridging genre of Television. This is the year when the American press social capital resulting from their STV use. In the context of STV, coined its serialized domestic radio as “Soap opera”, from bridging social capital evidently has greater influence than social then onwards this extraordinarily popular genre is dominating presence, followed by sociability. The findings provide novel the Television all over the world. ‘Soap operas’ are no doubt insights to Social Presence Theory by identifying perceived popular because the expectations about the genre are based on sociability as the antecedent of social presence and by personal experiences, and the individual nature of each soap positioning bridging social capital as a mediator to improve STV opera is created through an established long-term familiarity this viewing consequences. In addition, the study confirms the is the main reason for its success. The target group of this genre significance of making good use of social media’s sociability and is ‘Women’. Media are very effective, powerful and influential in social presence capabilities in creating STV’s backchannel disseminating new knowledge, useful for behavior change among interactivity, thereby enabling viewers to enhance video women, thus influencing women’s thinking attitude as well. Hum engagement via social interactions with online communities and Log in 1987, which reached an audience of 80 million promoted increase bridging social capital. smaller families and equal status for women. Humraahi focused on the rights of women to equal education and employment, to Coyne et al., (2018) An ongoing meta-study found that observing choose their own marriage partners, and to determine whether pro-social serials is emphatically connected with expert social and when to have children. The exposure of woman to media, conduct and unequivocal concern, and contrarily connected with portrayal of women in media, are some of the important animosity. dimensions to be analyzed to examine the role of media in Bhattacharjee, Anuradha & Dr. Partha Sarkar (2017), In their shaping women’s . research, they have concluded that mass-media with its mass influence towards disseminating thoughts, ideas and certain REVIEW OF LITERATURE behavioural pattern among its heterogeneous audience; is a Trisha T.C. Lin and Yi-Hsuan Chiang (2019), This STV research powerful agent to incur revolutionary change among women. pioneers to investigate using social media during video viewing Television as a media and its influence on women is often in Singapore with theoretical and practical implications. asserted as a pivotal topic to analyse the interdependence of Theoretically, this study was among the first to examine the women on media and media on women. Television with its visual predicting and mediating effects of bridging social capital on ability variable is an effective medium of shaping views and social constructs affecting program commitment and loyalty. perspectives. "Medium is the message" (McLuhan). The Although past studies emphasize the impacts of perceived credibility of the medium is responsible for the functional sociability and social presence on STV use, the present study influence on its viewers. Television soap-operas are mostly pinpoints bridging social capital as an essential variable to viewed by women and women can relate their own lives to the increase loyalty to STV, which has been long overlooked in past characters of the fiction. In this millennium, fashion has a lot to

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do in a woman's life. Fashion has entered in our lives as an achieved a cult status in the Indian context with an inseparable organ where no one can be without following a unprecedented popularity among the mass. The major element certain way of fashion. Ralph Lauren, an American fashion for its popularity, particularly among the middle aged people, designer, feels that actually he doesn't design clothes, he designs especially women, is its sentimentality and melodrama. People dream. In fact, television industry is often held responsible for are given an escape world in which they vent their emotions, this fashion culture. The present study analysed that the fashion feelings, desires, longings, expectations, etc. aspects portrayed in the soap-operas of Television has an impact on the women television viewers. Women regularly watch In the Indian culture, the women are considered as the television at home and they are mostly attracted towards soap- embodiment of the goodness of the family. And therefore, they operas for their representation of traditional aspects of the are mostly not allowed to go for work and they stay at home society. Soap-operas are remarkable among the women for their alone when the men have gone out for work. At these times, they vivid portrayal of grand homes, interior designing, stylish feel very lonely and the soap operas have become a boon for costumes, ornaments, lavish lifestyle and beautification of them to spend their time on. Unlike movies which runs for females. The delineation of the fashion facet in the Television around 3 hours and concludes after that, the soap operas can soap-operas affects the women, in general, and Indian culture is continue for days or months or even for years. Moreover, the imbibed among the women in this era of westernisation. soap operas are aired through the television channels which can be accessed for a meagre amount by anyone irrespective of their Ali & Hassan(2015)watched the ways of life of housewives in economic status. Thus, it becomes the cheapest source of Hyderabad city by utilizing study technique. The outcomes entertainment for the women, particularly the poor women. demonstrated that media legitimately impact to in changing the activities and practices of ladies. The ladies who invest more Therefore, it can be said that the soap operas has a positive energy in watching cooking shows and diversion programs are impact upon the public. In this context, the present research aim satisfying and applying the demonstrations in their day by day to identify the major reason which motivates the women to schedules. watch the soap operas. How these reasons increases or decreases the watching time or regularity of watching the soap operas and Kaul and Sahni (2010) analyzed the portrayal of women in TV finally what is the impact that the soap operas has upon the serials and the impact of these serials on the viewers of Jammu. women viewers. The present research is a comparative study of The researchers selected the interview method to collect the the women viewers of Kanyakumari and Trivandrum districts. data. Their findings suggest that very little variety of realism was found in the projection of women by Indian media. The Objective of the research qualitative analysis revealed that many women respondents To find out the relationship between the factors motivating the were agreed that serials had great impact on their thought. women, the regularity level of watching and the impact of soap Respondents also admitted that fact that they gained confidence operas on women's behaviour. and learnt the way to organize their homes. Methods Robert Jensen (2009) studied on “Cable Television and Women's As per the result of Cochran’s sample size determination formula, Status in India” and explored that the introduction of cable the minimum required sample size is 384, for the accuracy of the television is associated with significant decreases in the reported study; the researcher has targeted 350 sample respondents from acceptability of domestic violence towards women and son the two districts, 175 respondents from Kanyakumari and 175 preference, as well as increases in women's autonomy and from Trivandrum. Among the 350 respondents, only 321 decreases in fertility. They also found suggestive evidence that respondents return the questionnaire. From that 321, only 307 exposure to cable increases school enrollment for younger complete responses were selected for the present research. children, perhaps through increased participation of women in However, respondents have been selected by Area sampling household decision-making. technique from probability sampling method.

Statement of the problem Instrument Validity and Reliability Soap operas are television serials that deal with especially Instrument validity and Reliability tested through Confirmatory domestic issues and it is generally characterised by factor analysis Using Amos 20.0 sentimentality and melodrama. The first serial was broadcasted in the BBC Radio in the 1950s. In the Indian context, the first soap opera was which was aired in the year 1984. It has

Table No. 1Average Variance Extracted and Construct Reliability

Factor Items Path Constructs Item Reliability AVE CR loading

ER5 <--- Entertainment and Relaxation 0.811 0.658

ER4 <--- Entertainment and Relaxation 0.761 0.579 0.618 0.890

<--- ER3 Entertainment and Relaxation 0.791 0.625

ER2 <--- Entertainment and Relaxation 0.79 0.624

ER1 <--- Entertainment and Relaxation 0.778 0.605

SI4 <--- Social information and Social interaction 0.815 0.664 0.664 0.887 SI3 <--- Social information and Social interaction 0.821 0.674

SI2 <--- Social information and Social interaction 0.835 0.698

SI1 <--- Social information and Social interaction 0.788 0.621

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EH4 <--- Excitement and Happiness 0.858 0.737 Excitement and Happiness 0.658 0.884 EH3 <--- 0.809 0.655

Excitement and Happiness EH2 <--- 0.806 0.649 Excitement and Happiness EH1 <--- 0.769 0.592 Regularity of watching soaps R1 <--- 0.862 0.743 0.694 0.872 <--- Regularity of watching soaps R2 0.811 0.658 Regularity of watching soaps R3 <--- 0.826 0.683 Psychological Empowerment PSYE4 <--- 0.721 0.52 Psychological Empowerment 0.513 0.807 PSYE3 <--- 0.756 0.572

Psychological Empowerment PSYE2 <--- 0.699 0.489

PSYE1 <--- Psychological Empowerment 0.686 0.471 Social empowerment SE3 <--- 0.722 0.521 0.530 0.772 <--- Social empowerment SE2 0.724 0.524 Social empowerment SE1 <--- 0.739 0.546 Economic Empowerment EE4 <--- 0.72 0.519 Economic Empowerment 0.524 0.815 EE3 <--- 0.764 0.584

Economic Empowerment EE2 <--- 0.725 0.526 Economic Empowerment EE1 <--- 0.686 0.47

Convergent validity: Similarly, the composite reliability for the constructs used here All the eight constructs used here analysed with confirmatory needs to be greater than 0.7 in order to be a reliable tool. So, in factor analysis and their convergent validity value should be order to prove the interconnectedness of the constructs and the greater than 0.5 in order to be a valid tool. Here, all the value of other related items, the reliability value need to be greater than the eight constructs are above 0.5 which indicates that the tool is 0.7 and here the values of intra-items are above 0.7, indicating valid. that the current constructs are reliable.

Composite reliability:

Table No. 2Inter correlation Values

Construct

Entertainment Relaxation and Social information Socialinteraction and Excitement Happiness and Regularity of watchingsoaps Psychological Empowerment Social empowerment EconomicEmpowerment Entertainment and 0.618 Relaxation Social information and 0.221 0.664 Social interaction

Excitement and Happiness 0.194 0.254 0.658 Regularity of watching 0.168 0.165 0.182 0.694 soaps Psychological 0.38 0.227 0.291 0.183 0.513 Empowerment Social empowerment 0.369 0.243 0.210 0.192 0.212 0.530 Economic Empowerment 0.355 0.261 0.243 0.111 0.103 0.172 0.524

The above table talks about the Inter construct correlation validity between the construct. Since the inter construct between the constructs. The correlation value need to be less correlation value is lower than the AVE value, it is clear that each than the AVE value in order to proved that there is discriminant construct is unique and there is no overlapping of constructs.

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In order to prove that the tool used in the present study is valid, the Average Variance Extracted (AVE) and Construct Reliability (CR) score need to more than 0.6 and 0.8 respectively and it indicates that the instrument is valid and reliable.

Analysis and Discussion Path between motivational level and positive behaviour

Fig. 1 Standardized Value of path between motivational level and Positive behaviour

Table No. 3 Model Fit Summary CMIN Model NPAR CMIN DF P CMIN/DF Default model 66 768.966 312 .000 2.465 Saturated model 378 .000 0 Independence model 27 4629.709 351 .000 13.190

RMR, GFI Model RMR GFI AGFI PGFI Default model .053 .901 .881 .744 Saturated model .000 1.000 Independence model .472 .401 .355 .373

RMSEA Model RMSEA LO 90 HI 90 PCLOSE Default model .055 .050 .060 .049 Independence model .158 .154 .162 .000

Table No. 4 Regression Weights Paths Estimate S.E. C.R. P Regularity <--- Motivation .202 .052 3.884 *** Positive Behaviour <--- Regularity .161 .050 3.201 .001 Positive Behaviour <--- Motivation -.078 .040 -1.966 .049 Enter <--- Motivation 1.000 Social <--- Motivation .949 .074 12.766 *** Excitement and Happiness <--- Motivation .969 .077 12.615 *** Psychological <--- Positive Behaviour 1.000 Social <--- Positive Behaviour 1.261 .180 6.997 *** Economical <--- Positive Behaviour 1.033 .160 6.441 ***

The path analysis table given above talks about the relationship soaps. Similarly, when the relationship between regularity of between motivation level and regularity of watching soaps, watching soap and positive behaviour is taken into regularity of watching soaps and positive behaviour and consideration, whenever there is a 1 point increase in regularity motivation level and positive behaviour. In the case of the of watching soaps, there is a 16% increase in the positive relationship between all these variables, the p value is less than behaviour of the viewers. Finally, when the relationship between 0.05 and therefore the null hypothesis is rejected. Thus it is clear motivation and positive behaviour is taken into consideration, that there is a positive relationship between the independent whenever there is a 1 point increase in motivation, there is a 7% variables and the dependent variables. When the relationship decrease in the positive behaviour of the viewers. between motivation and regularity of watching soaps is taken into consideration, whenever there is a 1 point increase in motivation, there is a 20% increase in the regularity of watching

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Table No. 5 Standardized Total Effects Motivation Regularity Positive Behaviour Regularity .222 .000 .000 Positive Behaviour -.066 .214 .000

Standardized Direct Effects Motivation Regularity Positive Behaviour Regularity .222 .000 .000 Positive Behaviour -.113 .214 .000

Standardized Indirect Effects Motivation Regularity Positive Behaviour Regularity .000 .000 .000 Positive Behaviour .047 .000 .000

The above diagram talks about the total, direct and indirect the mediation of regularity of watching soaps is involved, the effects between convenience and buying behaviour. Motivation is direct effect between motivation level and positive behaviour is - the independent variable and positive behaviour is the 0.113 while the indirect effect between those two with the dependent variable. Regularity of watching soaps acts as the mediation variable is 0.047. Thus the above diagram clearly mediator variable. When the total effect between motivation indicates that the mediation of regularity of watching soaps play level and positive behaviour is taken into consideration, a role, though a small role, in increasing the positive behaviour of whenever there is an increase of 1 point in motivation level, the viewers. there is a -0.066 point increase in positive behaviour. But when

Group Moderation of positive behaviour – area wise Kanyakumari district Path relations between motivational level and positive behavior

Fig. 2 Standardized Value of Kanyakumari district’s path between motivational level and Positive behaviour

Trivandrum district Path relations between motivational level and positive behavior

Fig. 2 Standardized Value of Trivandrum district’s path between motivational level and Positive behaviour

Table No. 6 Group moderation for positive behaviour Trivandrum Kanyakumari Paths Estimate P Estimate P z-score

Regularity <--- Motivation 0.136 0.055 0.273 0.000 -1.296

Positive Behaviour <--- Regularity 0.151 0.019 0.148 0.058 0.028

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Positive Behaviour <--- Motivation -0.057 0.245 -0.089 0.161 0.394

Social <--- Motivation 0.920 0.000 1.002 0.000 -0.541

Excitement and Happiness <--- Motivation 1.018 0.000 0.909 0.000 0.709

socio <--- Positive Behaviour 1.405 0.000 1.190 0.000 0.578

Economical <--- Positive Behaviour 1.203 0.000 0.860 0.000 1.049

Notes: *** p-value < 0.01; ** p-value < 0.05; * p-value < 0.10

The path analysis table given above provides a comparative The womenfolk are the most discriminated of the people in the analysis of the interaction effect between the two districts Indian culture and most of the women are home makers. (Kanyakumari and Thiruvananthapuram) that has been selected Therefore, they have a lot of time at their disposal and during in the present research. In the case of the relationship between that time they complete their household chores and in the motivation level and regularity of watching soaps, the estimate remaining time they stay idle. Staying idle is the most difficult value of Kanyakumari district is higher (0.273) compared to task a human can do and therefore humans don’t like to be idle. Trivandram (0.136). But, based on the z-score value (-1.296) it is In this context, the soaps have come as a boon for the women folk clear that the relationship is insignificant. In the case of the who have a lot of time to spend at their disposal. 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