Measuring the Effects of Soap Operas on Television Viewers: A Comparative Analysis of Male and Female Viewers

Abstract

Purpose: The present research seeks to explore the effects of Soap operas on television viewers. It had made comparative analysis of male and female viewer’s perception regarding the image of female empowerment as projected in soap operas. Design/Methodology/Approach: For this study, quantitative survey was conducted. By employing a framework of cultivation theory the effects of Star Plus soaps on the minds of viewers were examined. In this connection, 200 samples of respondents were drawn from the population by using purposive sampling technique. Findings: The results indicated that Star Plus soap operas had influenced the thinking of male and female respondents differently. Female respondents supported women’s equal rights for political, social and educational perspectives than male respondents.  Female respondents rejected wife battering and honor killing than males. Overall, it was noticed that female viewers of soap operas considered that subservience attitude of women was the actual reason of females’ suffering in the society.  Implications/Originality/Value: The findings suggest policy consideration to Pakistan Media industry regarding female’s portrayal in dramas. In Pakistan Urdu dramas are very popular in prime time. By projecting females in positive and strong roles, the concept of women empowerment can be disseminated in the society.