Cultural Representation on Television (In Special Context to Soap Operas)

Tej Narayan Ojha¹ , Abhishek Kr Singh²

Section:Review Paper, Product Type: Isroset-Journal
Vol.4 , Issue.11 , pp.36-39, Nov-2018

Online published on Nov 30, 2018

Copyright © Tej Narayan Ojha, Abhishek Kr Singh . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
In view of the changing pattern of the media in society, great attention has been paid to globalization. The Indians are very enthusiastic about the beginnings of globalization and its impact on local cultural transformation. Television is also performing in the race of introducing the localization of culture and promoting the value of regional significance as an application of glocalisation. Specific Television programs such as Soap Operas have shown a deep signs of perfect glocalization by combining the idea of globalization with the idea of local consideration. The Indian soap operas have cultural presentation with its social significance as supportive elements that actually define the socio-cultural statistics of the plot of serials. In the study, the daily soaps that will be analysed, includes Ballika Vadhu (Colors Channel), Saath Nibhana Sathiya (Star Plus), Yeh Hai Mohabbatein (Star Plus) and Badho bahu (&TV) and Ganga (&TV). The study majorly focuses on whether the Indian soap operas are representing various cultures in their content or this is leading towards ‘Cultural Marketing’. The aim is to also know about the role of Indian Soap Operas in cultural exchange. The methodology adopted in the present research is mainly secondary.

Key-Words / Index Term :
Television, Soap Operas, Culture, Social Transformation

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