Objective -
In modern times, soap operas are thought to be a good source of leisure and are considered a powerful medium for propagating specific attitudes, ideas and different cultures within society. They are also useful for educating, informing and entertaining audiences, particularly women and children. The present investigation examines behavioural changes in women who watch soap operas. The Behaviour Analysis Matrix is used to assess changes in socio-cultural, psychological, economic, physiological and functional traits.
Methodology/Technique -
The present paper develops a global model for behavioural analysis of women who view soap operas using structural equation modelling.
Findings -
The present SEM model on behavioural analysis of soap opera viewers can be adopted as a global model for intervention.
Novelty -
The present study is useful for medical personal, social workers, academics and researchers in understanding the positive and negative effects of television shows on women, specifically, whether these serials create attitude changes among modern day women and the extent of the effect of their inter-personal relationships with family members and society. It is believed that this study will assist satellite media personnel in the development of their future programmes with social consciousness.
Type of Paper:
Empirical
Keywords:
Structural Equation Modelling; Performance; Socio-cultural Traits; Economical Traits; Psychological Traits; Physiological Traits.
JEL Classification:
M30, M31, M39.
