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Effects of Tv Commercials on Socio-Cultural Norms: An Analysis of Viewers Perception

Thesis Info

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Author

Shafayat Ali

Program

PhD

Institute

University of Gujrat

City

Gujrat

Province

Punjab

Country

Pakistan

Thesis Completing Year

2019

Thesis Completion Status

Completed

Subject

Mass Communication

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/11477/1/Shafayat%20ali%20mas%20comm%20UOG%20Gujrat%20year%202019.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676724674442

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The current study intends to investigate the relationship between TV commercials and their effects on cultural norms of society in Pakistan. The main objective of the study was to analyze that how viewers’ of TV commercials perceive the violation of cultural norms in TV ads. In addition to that the study tries to find out how TV ads are changing the norms of the society. The study was conducted under the frame work of Cultivation theory, Social Responsibility Theory and ELM theory. All of theories are aligned to the topic and objectives of the study. The researcher applied parallel design of mix method for the current study. Quantitative study was conducted through survey method. A sample of 1000 college students was drawn by using multistage cluster sampling and questionnaire was used as tool for data collection. Qualitative study was conducted to explore and contextualize the topic by using 20 Focus Group Discussions as the method of data collection from students and teachers of the college. The quantitative study concluded that TV commercials change the norms of society to a greater extent by influencing the food habits, dressing styles and consumer behavior of youth and overall media is not accomplishing its responsibility in society specifically in the Pakistani context. The audiences have also the view that most of the time ads do not present true picture of our society. The culture present in ads is not realistic. Women are being exploited and their presentation in media particularly in commercials is not acceptable in the society on a larger scale. The result of qualitative study shows that majority of respondents have the view that TV commercials are influencing cultural values and norms negatively. In complying with the quantitative findings the qualitative themes showed that TV ads are changing the lifestyle of the people. Furthermore, qualitative findings complement the quantitative findings that TV Commercials contents are not in accordance with the norms and religion of our society. Similarly both qualitative and quantitative findings show that media is not fulfilling its responsibility properly towards society. So, in the light of the results of the present study, we can say that a large number of viewers have the view that TV commercials are promoting anti-cultural norms.
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سید صباح الدین عبدالرحمن

آہ! سید صباح الدین عبدالرحمن!!
مسند شبلی و سلیمان اجڑ گئی
جناب سید صباح الدین عبدالرحمن ناظم دارالمصنفین و اڈیٹر معارف ہم سب کو چھوڑ کر اب خدائے رحمان کے آغوش رحمت میں چلے گئے، گذشتہ ماہ ۱۸؍ نومبر کو ٹیلیفون اور ریڈیو سے دن میں دو ڈھائی بجے کے درمیان ان کی المناک شہادت کی خبر دارالمصنفین میں بجلی بن کر گری اور ان کے متعلقین و وابستگان دارالمصنفین کی امیدوں اور آرزوؤں کے خرمن کو خاک و سیاہ کرگئی، مولانا سید سلیمان ندویؒ، مولانا عبدالسلام ندویؒ اور مولانا شاہ معین الدین احمد ندویؒ کے بعد دارالمصنفین کی بزم علم و ادب اسی چراغ سے روشن تھی لیکن افسوس کہ باد حوادث کے جھونکوں نے اسے بھی گل کردیا:
صبح تک تو نے نہ چھوڑی وہ بھی اے باد صبا
یادگار گل شمع تھی کل تک جو پروانے کی خاک
وہ بالکل ٹھیک تھے، ۱۰؍ نومبر کو لکھنؤ روانہ ہونے سے پہلے فجر بعد ہی مجھے نومبر کے معارف کے شذرات دیے اور ۹ بجے دن میں انھیں کاتب کے حوالے کرنے کی تاکید کی اور عین روانگی کے وقت فرمایا کہ ۱۹؍ نومبر کے بعد واپس ہوں گا، میں ان کی مشایعت کے لیے ان کے پیچھے ہوگیا تو مڑکر میری جانب دیکھا اور فرمایا کہ بیٹھیے! میں نے مصافحہ کے لیے ہاتھ بڑھایا تو انھوں نے مصافحہ کرتے ہوئے خدا حافظ کہا اور آگے بڑھ گئے، میری طبیعت نہ مانی اور میں ان کو رخصت کرنے کے لیے پھاٹک تک گیا، وہاں دوسرے رفقاء اور وابستگان دارالمصنفین بھی ان کو رخصت کرنے کے لیے پہلے سے موجود تھے، سب سے رخصت ہوکر وہ رکشہ پر بیٹھ کر روانہ ہوگئے، ۲۰؍ نومبر کو جمعہ تھا، جمعہ چھوٹ جانے کے اندیشہ سے وہ اس دن سفر نہیں کرتے، اس لیے خیال تھا کہ ۲۱؍ نومبر...

المفتي: شروطه وآدابه

The duty of issuance Islamic legal verdict is a great job because the Mufti is the successor of the Prophets of Allah. He explains the commands of Allah — permissible and prohibited acts—and stops the disputes among the followers. The focal aspects of this research paper are the questions: What are the required conditions to be a reliable mufti? What are the points of agreement and differences among the four major schools of jurisprudence — Hanafi, Maliki, Shafa’i and Hanbali? The most important area of this paper is the question: What are the protocols and etiquettes of the procedure of issuance of a fatwa, the legal verdict, in our contemporary societies. In the first part of this paper, the analytical evaluation of the arguments presented by prominent jurists of the four major schools of Islamic Jurisprudence. This part suggests some points to reset the preferences because it is the need of time. The second part of the paper opines a number of suggestions to improve the manners, etiquettes and protocols of the procedure on part of a mufti. A mufti, being a representative of the seat of the Prophet (peace and blessings of Allah be upon him), is not only responsible to Allah Almighty but also to wellbeing, security, and peace among the members of our society.

Use of Magnetic Resonance Spectroscopy Mrs to Improve Magnetic Resonance Imaging Mri in the Diagnosis of Intracranial Pathology, Done at Aga Khan University

Introduction: Magnetic Resonance Spectroscopy (MRS)is a potentially useful adjunct to Magnetic Resonance Imaging (MRI) in thecharacterization of focal brain lesions. This study was aimed at showing that by the additional use of MRS (MRI, MRS), the characterization of a focal brain lesion into neoplastic, or non- neoplastic (infective, or degenerative) can be improved, as compared to the use of MRI alone. Study question: Does the additional use of MRS improve MRI differentiation of neoplastic from non- neoplastic (infective or degenerative) focal brain lesions? Methods: The design was prospective, analytical and comparative. 80 consecutive patients were enrolled. Conventional MRI of the brain was performed then a single voxel proton MRS spectrum was applied to a focal brain lesion. A similar MRS spectrum was subsequently acquired from the contra-lateral normal area of the brain, for comparison. The MRI examination, followed by the MRI, MRS examination was then interpreted by two consultant radiologists and a resident radiologist in consensus. Kappa measurement of agreement was used to determine the agreement between the MRI and MRI, MRS with the final diagnosis. Sensitivity, specificity, positive predictive values and accuracy of the two tests were calculated. The difference between the number of indeterminate lesions in the two tests was noted. Logistic regression demonstrated the role of confounding factors in the diagnostic use of MRS. Results: Of the eighty patients initially recruited, seventy four (92.5%) were analyzed, and six were lost to follow- up. According to the final diagnosis, 33% of the lesions were infections, 29% neoplastic, 37% degenerative and, 1% were indeterminate. On the basis of the kappa analysis, MRI, MRS had an increase in agreement of 7.4% compared to MRI and the confidence levels of the two tests did not overlap. The sensitivity of MRI, MRS was 4.82 times greater than that of MRI. MRI, MRS had a 1.7% increase in accuracy. The combined test reduced the indeterminate MRI lesions by 5.4%. Logistic regression showed that for lesions which were enhancing, MRS yield was more helpful if the voxel position included the enhancing part. Conclusion: The additional use of single voxel MRS improves the MRI characterization of neoplastic from non- neoplastic (infectious or degenerative) focal brain lesions. It is most useful as an additional protocol to conventional MRI in the characterization of neoplastic from non- neoplastic brain lesions.