Changing socio – cultural prospects thought in Hubli – Dharwad region

Vagdevi, H. S. and Ashok Kumar, N. S. (2016) Changing socio – cultural prospects thought in Hubli – Dharwad region. Journal of Media and Social Development, 4 (4). pp. 3-18. ISSN 2320-8244

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Television is undoubtedly the king of entertainment and in the flow ofinformation. The biggest advantage of TV is that, since it is a visualmedium, its impact transcends without social, cultural, economical andeducational barriers; specially, in a country like India where each onehails from a diverse background. As per the Deloitte study, TV remainsa favorite media source for most consumers across age irrespective ofdomicile: 92% of the respondents rank ‘watching TV’ as their top mediasource (Deloitte Study, 2010). Digitization is here to stay. With thepresent Indian government mooting ‘digital India’ the beginning of thisnew revolution is only going to grow by leaps and bounds. As per MediaPartners Asia report, 2011, India is the second-largest digitized marketin the world with 48 million digital homes, still only around 30 percentof total TV households in the country. This means that, there is a vastscope for growth and expansion of DTH services in Indian subcontinent. India has an attractive FDI policy also and thus makes theDTH market more lucrative. DTH is growing at a great pace not only inurban centers but also in rural areas as well. It is thus, pivotal to studythe impact of this technology on life and habits of people. MarketingResearch firm, Francis Kanoi have claimed that 70% of DTHconnections in India are from rural and small towns (Sinha, 2009)challenging all the logic. When we look into the changing space ofculture in rural context as satellite television is making direct inroadsinto rural areas and since India is opening more towards multinationalmedia entrepreneurs and fetching its arms towards digital India wherethe vision is to get every village connected digitally, television viewingwill undergo a sea change and thus will also affect the changing culturalspace in the society. The paper is part of the research, which tries tostudy the socio – cultural impact of DTH technology in rural areas ofHubli-Dharwad region in Karnataka State. This paper will look intothe descriptive statistics on socio –cultural impact with the items listed. The whole study is theorized on Albert Bandura’s ‘Social LearningTheory’, which states that, people learn from one another, viaobservation, imitation, and modeling (Bandura A., 1977).He furtheradds that, people learn through observing others’ behavior, attitudes,and outcomes of those behaviors(Ibid).

Item Type: Article
Uncontrolled Keywords: Television, DTH, Digital, Culture, Rural,
Subjects: A Arts and Humanities > Journalism and Mass Media Communication
Divisions: Department of > Journalism and Mass Communication
Depositing User: Dr Raju C
Date Deposited: 25 Mar 2021 09:55
Last Modified: 13 Jul 2022 11:17

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