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Prosocial effects of entertainment television in India.

W J Brown

Asian J Commun 1990 ;1(1):113-35

The study examines the prosocial effects of Hum Log (We People), India's 1st long running television soap opera. Hum Log was a prosocial TV program that was designed to promote women's status in Indian society. Regression analysis was used to measure the degree to which exposure to Hum Log affected viewers' (1) awareness of certain prosocial beliefs promoted by the series, (2) level of TV dependency, (3) involvement with the characters of Hum Log, and (4) adherence to 3 prosocial beliefs promoted by Hum Log. Read More

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http://dx.doi.org/10.1080/01292989009359523DOI Listing
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