Abstract:
The basic goal of this study was to discover the socio-cultural effects of television on
women television viewers in province of Punjab. It targeted women in selected districts
between the ages of 15-45 years. The study recorded the women’s television viewing
pattern, level of viewing, preferred television transmission, favorite television programs,
favorite watching time and reasons for television viewing. It also analyzed the
relationship between level of viewing and demographic information of respondents’ i.e.
rural or urban background, age, education, employment status and marital status and
television facility. The study crossed checked the demographic characteristics with the
television viewing pattern as well as the opinion about television. A total of 1500 sample
of respondents was taken from selected districts of the Punjab province out of which 750
from rural background and 750 from urban background. The findings of the research
study indicated the respondents viewing habits, liking, disliking and effects. The data was
analyzed through SPSS analysis and the findings have been presented in the forms of
charts and tables. In order to evaluate the study the researcher has formulated the
combination of three theories. In this study, survey method has been applied to obtain
data from large representative population. It was also focused in this study that what they
think about the television as a medium of information, entertainment, knowledge and tool
of political socialization in their lives. The hypotheses of the study were also cheeked
through the statistical test chi-square. The study also identified a few areas for future
researchers.
