Purpose /importance:
Star Plus channel's dramas are very popularly viewd in
1) they do not depict our Pakistani culture. But there is also criticism that even they do not represent Inian culture. Basically they are promoting fashion, commercialism and corporate culture.
To provide a useful reference source, documenting the scope and type of information available for media evaluation and planning, as well as the methods used to obtain that information.
The aim is to help those who are interested in exploring the role of Star plus dramas in the lives of our teens and their families.
Chapter One
PROBLEM:
The cultural Impact of Star Plus drama “Kasuati Zindagi Ki” on uneducated teenagers
1.1. Introduction:
There are many mediums in today’s faster and developed world which can be used by the people for recreation; however television has become most powerful medium among. As it is easily accessible for them a 10th of thousands of people of the world are getting entertainment from it.
After introduction of dish antenna people sitting at their homes can get all information of the world at their fingertips. They just have to move only a finger and get desired results or information. This is the era of satellite transmission, where one can see number of channels by sitting at one place.
The Star Plus, one of the networks of the Star TV is the
This channel is also very much popular in
The drama is the most famous program for the viewers than other programs and the Star Plus is telecasting a number of drama series as compared to other TV channels.
The duration of series is approximately 30 minutes. The drama of this famous TV channel is portraying the common aspects of life. The researcher selected one of the most popular dramas “Kasuati Zindagi Ki” for her research study as this drama being telecast since 2003 and viewed with wide range of teenagers.
1.1. 2 Some key terms
i) Culture:
Culture means the accumulate habits, attitudes and beliefs of a group of people that defines their general behavior and way of life, the total set of learned activities of the people. In other words: the way of life of a group of people. This includes what they wear, how they govern themselves, their religious belief, other rituals, etc.
Culture (from the Latin cultura stemming from colere, meaning "to cultivate,") generally refers to patterns of human activity and the symbolic structures that give such activities significance and importance. Different definitions of "culture" reflect different theoretical bases for understanding, or criteria for evaluating, human activity.
Culture has been called "the way of life for an entire society.
Various definitions of culture reflect differing theories for understanding, or criteria for evaluating, human activity. Edward Burnett Tylor writing from the perspective of social anthropology in the UK in 1871 describes: "Culture or civilization, taken in its wide ethnographic sense, is that complex whole which includes knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society.
ii) Indian culture:
Indian culture is rich and diverse and as a result unique in its own way. Though Indians have accepted modern means of living, improved our lifestyle, our values and beliefs still remain unchanged. A person can change his way of clothing, way of eating and living but the rich values in a person always remains unchanged because they are deeply rooted within our hearts, mind, body and soul which we receive from our culture. |
The culture of
The culture of India has been shaped by the long history of India, its unique geography and the absorption of customs, traditions and ideas from both immigrants and invaders, while preserving its ancient heritage from the Indus Valley Civilization.
Drama comes from Greek words meaning "to do" or "to act." A play is a story acted out. It shows people going through some eventful period in their lives, seriously or humorously. The speech and action of a play recreate the flow of human life. A play comes fully to life only on the stage. On the stage it combines many arts those of the author, director, actor, designer, and others. A playwright first invents a drama out of mental imagery. The language of drama can range between great extremes: an intensely theatrical and ritualistic manner; and on the other, an almost exact reproduction of real life.
Dramas are performed in various media: theatre, radio, film, and television. Drama is often combined with music and dance: the drama in opera is sung throughout; musicals include spoken dialogue and songs; and some forms of drama have regular musical accompaniment (melodrama and Japanese Nō, for example). In certain periods of history (the ancient Roman and modern Romantic) dramas have been written to be read rather than performed. In improvisation, the drama does not pre-exist the moment of performance; performers devise a dramatic script spontaneously before an audience.
iv) INDIAN DRAMA
Indian drama is traced back to certain dramatic episodes described in the Rigveda. The dramas dealt with human concerns as well as the gods. The earliest theoretical account of Indian drama is the Natya Shastra of Bharata that may be as old as the 3rd century BC. Drama was patronized by the kings as well as village assemblies. Famous early playwrights include Bhasa and Kalidasa.
Except the sacred classical Indian musical theatre, the usual purpose of drama is as entertainment. However drama can also be used as an educational activity or for therapeutic purposes. It is even used for religious ministry.
It has a unique ability to allow us to play, allowing us to be another person or in a situation that we would not normally encounter such as, being a general in a war. This is what makes drama a useful way of teaching, learning, and growing as a person.
Role-play and can also play an important part in therapy, again entering the imagination and allowing ourselves to pretend and to think of things in other ways. Drama therapy is often considered an effective treatment for people who have had severe emotional and psychological problems, although it is important to note that the evidence to support therapeutic efficacy of Drama therapy is anecdotal rather than scientific.
In the theater, drama is a living, breathing art form. Actors are placed on stage, so that they can breathe life into the characters that have been created by the playwrights. In theater, the two main things to consider are: a) drama is driven by conflict and b) that drama is action. Action can be loosely defined as anything a character does with an objective behind it, whereas conflict can be briefly summarized as a clash between the motives of one or more characters
Drama has a holistic way of teaching people.
iv) STAR PLUS
Star Plus is India's most watched Hindi language based general entertainment television channel. The channel is part of the STAR TV networks' bouquet of channels
Star Plus dominates every entertainment genre and time band across the day, and widely watched in
The channel is also known for bringing in a revolution in the Indian television world with new shows in the year 2000. The channel has been
Star Plus is available in India, Australia, Bangladesh, Continental Europe, Hong Kong, Indonesia, the Middle East, Nepal, New Zealand, Pakistan, Papua New Guinea, the Philippines, Singapore, Sri Lanka, the UK, the US, and Vietnam.
Star Plus programs primarily consist of family dramas which mainly boast female protagonists and mother-in-law and daughter-in-law relationships in joint families. As the channel is vastly watched and showing family drama, that not only attracts the uneducated teenagers but the also affects learning and adapting culture and cultural values. It affects especially uneducated teenagers because they are not only attracted but also adopt their culture because of unawareness less awareness.
This popular channel regularly features the top 40 programs on cable in
Prime time programs on STAR PLUS consistently outperform other cable and satellite channels with the most popular programs recording more than 50% of the viewer ship shares in Hindi speaking general entertainment markets. (Source: Nielsen TAM)
v). “Kasuati Zindagi Ki”:
Kasuati zindagi ki is one of the most popular Balaji productions, telecasted on Star Plus from Monday to Friday at 8 pm, this drama directed by famous lady Ekta Kapoor .Every women at every house leaves all her works to watch this.
This drama is characterized basically on three characters Prerna, Anurag Basu and Mr. Bajaj. Kasuati Zindagi Ki is the story of the trials and tribulations their love faces. Anurag is the handsome, soft spooking son of a rich loving father Moloy Basu. Moloy is the good nature, large hearted man and his wife is Mohini.On the other hand arranged and manipulated Prerna is the daughter of Moloy’s best friend Rajesh. She is a good girl of traditional values but modern aspiration. Moloy and Rajesh’s friendship has with stood the test of time and difference in social status.
They dream about getting their children Anurag and Prerna married to each other. The children resist the idea at first but later fall in love with each other. Circumstances however, force Anurag to agree when his mother arranges to get him married to Komolika. Prerna is shattered and decide to take revenge on Anurag. A remorseful Anurag does every thing he can to help to extend that he even aids her quest for revenge. After few time Prerna marry with Mr. Bajaj returns back from grave and Anurag accuses him for killing his son Prem, then she take side of Mr. Bajaj, not Anurag. This creates a gap between Anurag and Prerna and then she leaves Anurag and start with Mr.Bajaj and after all that she still remains a devi in everybody’s eyes.
1.2 Media Effects on Teens
Teenagers have always been the forgotten group in society. We're the ones who are stuck between being "cute kids" and "responsible adults." But all that's been changing over the last twenty years or so, as the media realizes that teens are slowly getting a voice in society.
Youth is defined as follows:
1. The state or quality of being young, esp. of being vigorous and lively, or immature, impetuous, etc.
2. The period of life coming between childhood and maturity; adolescence
3. An early stage of growth or existence.
Along with being lively and impetuous, we teens are also rebellious.
We (being Generation X; as we are referred to) are being stereotyped by their appearance, sex, and personality.
Different varieties of media are meant to do different things. Some of the media's many roles are to display the truth, make consumers aware, challenge the consumer, and to entertain. Our sources of media presents an inaccurate and negative portrayal of adolescents today according to their appearance, sex, personality, age, among other things.
The young women you see on the street are probably wearing jeans, T-shirts, and sneakers. Their hair is either just normal or up in a ponytail. Their faces are smiling and happy because they are comfortable with themselves. They look similar to the girls featured in the picture on the left.
They appear totally different don't they?
Media sources like magazines, advertisements, movies, and television all use actresses and models that look like the girl shown. Media is presenting a false image of teenagers to the world. It sends the message that teens must be a certain weight and height, and have certain features and clothes in order to be considered "beautiful" and "fashionable". Their definition of a beautiful girl goes way beyond Barbie.
Males are affected by the physical representation of themselves in the media as well.
Not many people take notice, but young women and men's personalities are being negatively depicted and sexually stereotyped. Females are shown as an air head, bubbly, and totally dependent on males. This type of media discrimination happens all the time in movies, teenage magazines, and TV shows in particular.
Soap operas for example, show teenage girls who are too wrapped up in their boyfriends to care about anything that REAL girls care about. Males are presented as big, strong, and the best at everything. Both seem to have no values, or compassion for other people.
The media promotes the behavior of teens.
The media is good and also bad.
Many dramas of Star Plus are executing a typical culture but of them, drama serial Kasuati Zindagi Ki plays important role for promoting Indian or semi modernized Indian culture.
B: Statement of Purpose:
How Star Plus is affecting culturally?Specially, in the drama serial Kasoti Zindagi ki. This drama portrays Indian culture widely. How it affects broadly the uneducated teenagers.
The aim is to help those who are interested in exploring the role of Star Plus dramas in the lives of our teens and their families.
C: Value of the study in Mass communication:
We live and breathe media— but we are largely unaware of how they shape our lives. The effect of television’s influence on society continues to be of great concern. Many people believe that television has a corrosive effect on the nation’s moral fabric and contributes to social problems.
As Indian TV channel is widely watched by youth, and majority of them are uneducated. It is necessary to study and monitor the effects of these demostic based dramas in shaping the mentality of teenagers. Therefore this has theoretical as well as practical value.
Another value is to provide a useful reference source, documenting the scope and type of information available for media evaluation and planning, as well as the methods used to obtain that information.
D: Survey of Literature:
The review literature is related to how media culturally impact on our mind. This also includes some information collected by different articles about impact of media.
- Vulgarity in Indian cinema by Sanjeev, 2006-01-19 (02:16):
In Movie and TV recently it has been noticed that vulgarity in Indian cinema has distorted a rich cultural values inherited, they have become modern. If this continues, our next generation shall be weak and perverted thousands of years of tradition and ethical values, is now going through a very different phase. On one side
2. Writing in Mass Communication and American Empire in 1969,
Schiller cautioned that the implications of the cultural influences brought about by American programming were far-reaching, especially for developing peoples of the world. "Everywhere local culture is facing submersion from the mass-produced outpourings of commercial broadcasting in the United States," he said, adding, "To foster consumerism in the poor world [through American entertainment programming] sets the stage for frustration on a massive scale" (Schiller, 1969, p. 111).
3. Writing in the Nation, Mander (1996)
Global media corporations of Rupert Murdoch, Ted Turner and very few others "transmit their Western images and commercial values directly into the brains of 75 percent of the world's population. The globalization of media imagery is surely the most effective means ever for cloning cultures to make them compatible with the Western corporate vision.
4. Crabtree and Malhotra, Fall (1996, p.6)
In a study of Indian satellite television (Crabtree and Malhotra, Fall 1996, p.6), the authors say that "early indications suggest that the presence of Western programming via satellite has had some influence on the social discourse of middle class Indian youth." We now examine the nature of influence, if any, in the areas of sex, violence and drugs before turning to the issue of any sociological benefits from international television.
5. An extensive review of literature on the sociological implications of new media technologies, especially satellite television, in
6. Social scientists also point to other contributing factors to problems in regards to sex, violence and drugs that are commonly associated with media influences. It is virtually impossible to conclusively study the effects of satellite television separate from other influential variables such as parental role in child rearing, unemployment, widening income gap between the rich and the poor linked to economic globalization, peer pressure and stress.
7. Damen, L. (1987). Culture Learning: The Fifth Dimension on the Language Classroom.
"Culture: learned and shared human patterns or models for living; day- to-day living patterns. These patterns and models pervade all aspects of human social interaction. Culture is mankind's primary adaptive mechanism". (p.367).
8. Banks, J.A., Banks, and McGee, C. A. (1989). Multicultural Education.
9. Hofstede, G. (1984). National Cultures and Corporate Cultures. In
"Culture is the collective programming of the mind which distinguishes the members of one category of people from another." (p. 51)
10. Kluckhohn, C., and Kelly, W.H. (1945). The Concept of Culture. In R. Linton (Ed.). The Science of Man in the World Culture.
"By culture we mean all those historically created designs for living, explicit and implicit, rational, irrational, and non rational, which exist at any given time as potential guides for the behavior of men."
11. Kroeber, A.L., and Kluckhohn, C. (1952). Culture: A Critical Review of Concepts and Definitions.
“Culture consists of patterns, explicit and implicit, of and for behavior acquired and transmitted by symbols, constituting the distinctive achievements of human groups, including their embodiments in artifacts; the essential core of culture consists of traditional (i.e. historically derived and selected) ideas and especially their attached values; culture systems may, on the one hand, be considered as products of action, and on the other as conditioning elements of further action."
12. Lederach, J.P. (1995). Preparing for peace: Conflict Transformation Across Cultures.
"Culture is the shared knowledge and schemes created by a set of people for perceiving, interpreting, expressing, and responding to the social realities around them". (p. 9).
13. Linton, R. (1945). The Cultural Background of Personality.
"A culture is a configuration of learned behaviors and results of behavior whose component elements are shared and transmitted by the members of a particular society". (p. 32).
14. Parson, T. (1949). Essays in Sociological Theory.
"Culture...consists in those patterns relative to behavior and the products of human action which may be inherited, that is, passed on from generation to generation independently of the biological genes" (p. 8).
15. Useem, J., and Useem, R. (1963). Human Organizations, 22(3).
"Culture has been defined in a number of ways, but most simply, as the learned and shared behavior of a community of interacting human beings" (p. 169).
Theory applied
The media dependency theory or (Media System Dependency Theory) is applied on this study. As in this case the uneducated youth is dependent for fashion, social norms, relationship etc on the drama they see. Uneducated youth have no other source of information in case of selecting media.
Dependency theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur (1976).
According to Defleur and Rokeach, “The ultimate basis of media influence lies in the nature of the interdependencies between the media and other social systems and how these interdependencies shape audience relationship with the media.”
OR
“The greater the media dependency in connection with a particular message will alter audience cognitions, feelings and behaviors.”
Dependency theory proposes an integral relationship among audiences, media and the larger social system. This theory predicts that you depend on media information to meet certain needs and achieve certain goals, like uses-and-gratifications theory. Two factors influence the degree of media dependence. 1): you will become more dependent on media that meet a number of your needs than on media that provide just a few. 2) Second source of dependency is social stability. One’s needs are not always strictly personal but may be shaped by the culture or by various social conditions. In other words, individuals’ needs, motives, and uses of media are contingent on outside factors that may not be in the individuals’ control.
Conceptual Model
The general idea of the dependency theory,
Source: Ball-Rokeach and DeFleur (1976)
E: The hypothesis of the research:
Star Plus channel’s drama “Kuwaiti Zindagi Ki” is based on unreality and bombards the Indian Cultural Impact on the teen-agers of Latifabad No.8,
1: It plays an important role in showing interior designing of Indian culture.
2: It focuses fashion of Indian and Western societies.
3: It also shows heavily its rituals. It is portraying not only its culture but also European culture in its serials.
4: It mostly shows extra marital relation.
5: This drama does not show reality. It shows every thing in fiction zed manner, like dying and resurrection again and again
Chapter Two
METHODLOGY
Data Analysis
In this chapter, the data which collected through interviews from the randomly selected sample of teenagers .The researcher selected a particular area for study, are of Latifabad Unit No.8 Hyderabad.
1. Do you watch television?
TABLE-1
S.no | Option | N=50 | Ratio |
1. | Yes | 45 | 90% |
2. | No | 0 | 0% |
3. | Some Times | 05 | 10% |
Total | 50 | 100% | |
This question shows that how many viewers are watching television?
Results were: A majority i.e. 90% respondents said yes, while 10% respondents watch television occasionally.
2. How many hours you spend for watching television?
TABLE-2
S.No | Option | N=50 | Ratio |
1. | 2 Hours | 02 | 4% |
2. | 3 Hours | 05 | 10% |
3. | 4 Hours | 43 | 86% |
Total | 50 | 100% | |
This question shows how many hours the viewers spend for watching television? Result was: 4% respondents spend 2 hours, 10% respondents 3 hours, and 86% respondents spend 4 hours.
3. What time do you prefer for watching television?
TABLE-3
S.No | Option | N=50 | Ratio |
1. | Prime Time | 25 | 50% |
2. | Fringe Time | 05 | 10% |
3. | Morning Time | 05 | 10% |
4. | Late Night | 15 | |
Total | 50 | 100% |
This question indicates 50% respondents are watching television in prime time,10% in fringe time ,10% morning time and 30% respondents answered they watched television in late night
Q.4: Which channel do you prefer?
TABLE-4
S.No | Option | N=50 | Ratio |
1 | Star Plus | 30 | 60% |
2. | 05 | 10% | |
3. | Sony | 10 | 20% |
4. | Star Utsav | 05 | 10% |
Total | 50 | 100% |
This question shows 60% respondents watch Star Plus, 10%
Q.5: Do you watch Star Plus?
TABLE-5
S.no | Option | N= 50 | Ratio |
1. | Yes | 48 | 96% |
2. | No | 0 | 0% |
3. | Some Times | 02 | 4% |
Total | 50 | 100% | |
Through this question it was know that 96% respondents watch Star Plus channel and 4% said sometimes.
6. Which programs do you like more in Star Plus?
TABLE-6
S.no | Option | N=50 | Ratio |
1. | Drama | 45 | 90% |
2. | Competitive programs | 02 | 04% |
3. | Movies | 03 | 06% |
Total | 50 | 100% | |
This question shows 90% respondents like dramas in Star Plus, 4% viewers like to watch competition programs and 6% they watch movies.
7. Do you agree with Star Plus widely watched in
TABLE-7
S.no | Option | N=50 | Ratio |
1. | Yes | 48 | 96% |
2. | No | 0 | 0% |
3. | Don’t Know | 02 | 04% |
Total | 50 | 100% | |
This question indicates 96% respondents agree with Star Plus widely watched in
Q.8: What do you think that Star Plus shows unreality in its serials?
TABLE-8
S.no | Option | N=50 | Ratio |
1. | Yes | 40 | 80% |
2. | No | 0 | 0% |
3. | Some times | 10 | 20% |
Total | 50 | 100% | |
Through this question the researcher’s hypothesis proved correct , 80% respondents Said yes for that the Star Plus shows unreality in its serials, and 10% respondents answered Some times.
Q.9: Do you watch drama Kasauti Zindagi Ki?
TABLE-9
S.no | Option | N=50 | Ratio |
1. | Yes | 48 | 96% |
2. | No | 0 | 0% |
3. | Some times | 02 | 04% |
Total | 50 | 100% | |
This question shows 96% respondents watched the drama Kasauti zindagi ki and 2% respondents said some times.
TABLE-10
10: What themes do you like in Drama Kasauti Zindagi Ki?
S.no | Option | N=50 | Ratio |
1. | Culture | 05 | 10% |
2. | Joint Family System | 25 | 50% |
3. | Resurrection | 20 | 40% |
Total | 50 | 100% | |
This question indicates 10% respondents like the theme of Indian culture in drama Kasauti Zinadagi ki, 50% respondent like joint family system and 40% like resurrection.
Q.11.What attracts you in the drama kasuati Zindagi ki?
TABLE-11
S.No | Option | N=50 | Ratio |
1. | Interior Designing | 05 | 10% |
2. | Glamour | 10 | 20% |
3. | Dresses | 25 | 50% |
4. | Rituals | 10 | 20% |
Total | 50 | 100% |
This question Shows 10% respondents attract to interior designing, 20% attract to glamour, 50% to dresses and 20% to rituals.
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