Use of Indian Television for development purposes – Essay

Extensive communication research on the use of Indian Television for development purposes has been conducted under SITE and KCP, but in-depth studies on impact of television on family life are few. However, television’s impact on children has been the area of interest for social scientists.

The effect of television on home and family and particularly on children has become a matter of concern for behavioural science researchers.

Looking at the influence, it seems television has become like a member of the family. Studies have shown that it has upset the tone, tenor and stability of household activity and atmosphere, drew children away from their assigned and imperative tasks and discipline in growing up.

It has strongly affected their attitudes and emotions. Thus it holds dangerous potential for damage of children’s personalities

Children watch the programmes with undue sex, violence and adult themes and glorified affluent lifestyles. This raises undue expectations among children and thereby pressures on the family.

There are no programmes left on television schedule which could be exclusively called children’s programmes, except channels like cartoon’s, which again take children in to fantasy world.

Children and even housewives sit glued to TV regardless of time.

Various studies have been conducted regarding the impact of television on children. The observations of these studies have been:

1. Television provides children with thrill. The thrill syndrome results in behaviour abnormalities.

2. Television viewing has led children to under exposure to print.

A study by Media Advocacy Group (1980) observed that across all income and sex groups, parents have a problem with unrestricted viewing by children. They felt helpless in controlling the TV viewing by children.

Inspite of its’ entertaining nature, television violence develops among viewers the sense of fear, victimization, mistrust, insecurity and dependence.

The study suggested that the violence terror scenario may have several consequences which include the cultivation of aggressive tendencies, the accommodation to violence, the personalization and isolation of offenders, the sporadic triggering of violent acts, and the levels of vulnerability and dependence felt by different groups living with the images of a mean and dangerous world.

Trivedi (1991) investigated the impact of TV on children. The study revealed that

(1) Their activities of play outside home had decreased, they had given up playing indigenous games and their interests in cricket and other costly games had increased.

(2) Mischievous nature of children had calmed down after the introduction of TV in the house. Children had stopped wondering outside the house during TV programmes.

(3) TV advertisements created an adverse impact on the demands among children for new goods and items to be purchased for them and household.

The demand for items of the daily use, such as fancy soap, etc. normally not used by the members of the households, has increased more. These tendencies were more in middle class and posh class.

(4) The overall impact of TV on education of children was not reported to be adverse.

Television takes away children’s play time which causes negative effects on children’s development. Thus, their physical and cognitive development gets adversely affected.

Watching television for extended period of time impacts upon the availability of time for their other activities such as playing, reading, visiting friends or relatives. It limits the time for homework and other forms of learning and thus contributes to lower academic performance.

Research has also indicated that children do not distinguish between programs and advertisements. Children under 8 cannot appreciate commercial’s ‘selling’ intent and they do not have the defenses against commercial appeals that adults have.

There are also positive effects of television on children. It fosters prosocial behaviour in children, for example, interaction with family members and friends, mannerisms, ways of greeting people and so on. TV viewing enhanced children’s selection of materials used in spontaneous play.

There is growing sense of unease at what has been happening in the world of television and the manner in which ideas conveyed by television.

The television explosion has been experienced by western countries, which has drawn people’s attention to the fact that:

• The more TV a child watches, the greater the influence it has on the child.

• watching TV for long hours adversely affects reading and writing skills.

• Television as a passive activity takes children away from other, more direct, experiences.

• The passivity induced by watching too much TV can lead to obesity.

• Television may encourage and influence early sexual activity, drug and alcohol abuse.

Maniar (1994) studied the influence of television viewing on adolescents, which threw light on the positive side of television.

The findings revealed high influence on development of civic competence and moderate influence on other development tasks such as body image, sex roles, independence, future roles, preparation for family life and preparation for career.

Adolescents reported that the programme related to health such as Gharelu Nuskhe, Yoga, Head over Heels, Aerobics, Das Kadam etc. made them curious of health and body and helped them to adopt good health practices and made them figure conscious.

Television viewing facilitated their discussions on sex matters and understanding of the changes occurring in their body.

Television made adolescents aware of social issues like dowry and adoption of child. They became informed about various career opportunities through the serials like Aur Bhi Hai Rahen.

They also reported that their civic competence increased and feeling of patriotism developed in them after viewing programmes and documentaries or conservation of resources, environmental degradation, political discussions and analysis, and serials like Saudaa, Bharat Ke Shahid, Mashaal etc.

They also became aware of consumer rights and laws, women and law. through programmes like Rajni, Apake Adhikar, Nari Tu Narayani and so on. They also learnt about the cultures of various states of India as well as other countries.

Nathani (1986) found that television viewing motivated adolescents to participate in sports, drama, music and adventurous activities. Mahajan (1988) found that television helped people in increasing their familiarity with different religions.

It is evident that television has both positive and negative impact on children. The world as TV represents it is not always true to reality but children who grow up with such representations tend to believe and know the world as picturised on TV.

This is mainly due to the reason that children specific programmes are hardly telecast by Doordarshan. Thus, children are left with no alternative but to watch whatever is offered. Parents have to decide the kinds of controls they will exercise to limit the time and content of their children’s television viewing.