• Dr. Amulya Kumar Borah

ABSTRACT PATTERN OF VIEWING TELEVISION: A STUDY AT GOLAGHAT TOWN OF ASSAM Television is the wholesale distributor of images. It contributes greatly to popular culture. It also brings into homes images and messages. People today are exposed to the struggles, joys, conflicts, ways of behaviour of men and women and types of relationships. There are many potential benefits from viewing some television shows. Some of these are promotion of positive aspects of social behaviour, such as sharing, manners, cooperation, morals, values, cultural experiences, sexual and relationship norms. Constant exposure to advertise portraying masculine and feminine stereotypes directly influences role expectations. Such socially learned gender form attitudes and become the guide to behaviours in society. Since advertising is so pervasive, people absorb its messages without necessarily analyzing its hidden meaning. Advertisers hope that by reaching out people they can cultivate a favourable attitude towards their brand and product.In this study focus has been made upon pattern of viewing Television as tools of mass media communication. This work undertakes a research study on the patterns of viewing television in a developing urban setting i.e. Golaghat town of Assam. The study has been located in a district town namely Golaghat in Assam. The rationale of selecting this unit for the study is that Golaghat is the headquarter of the district of Golaghat, Assam. Although, it is one of the developing town of the state of Assam but it is located in the remote area of the state as well as of the country. This seems to be very suitable in finding out the patterns of viewing television. The study is focused on a set of the respondent namely television viewers. During the initial fieldwork it was observed that the changes in the field of television are taking place at faster rate. The important players in the field of television in Golaghat are Dooradarsan, NETV, Ne-Hi Fi, PRAG channel, News Live, DY 365, and all other paid channels available. Thus, the study is focused on a set of 60 respondents who have accessed to television in Golaghat town. The respondents are selected by using purposeful sampling of television viewers.

Key words: Mass Media, Communication, Television, Viewing Pattern

"PATTERN OF VIEWING TELEVISION: A STUDY AT GOLAGHAT TOWN OF ASSAM", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.81-88, May-2019, Available :http://www.jetir.org/papers/JETIR1905415.pdf

"PATTERN OF VIEWING TELEVISION: A STUDY AT GOLAGHAT TOWN OF ASSAM", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp81-88, May-2019, Available at : http://www.jetir.org/papers/JETIR1905415.pdf