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Does the television program connectedness explain the television viewership patterns in Pakistani housewives?


  • Hasan, Syed Akif
  • Subhani, Muhammad Imtiaz


Media always helps to reveal the real face of the societies while it is also a source of entertainment besides portraying the various societal allegories to illuminate the various issues of various societies. This research aims at interrogating the viewership pattern of housewives while gauging and identifying the existence of any sort of relationship between the viewership and the connectedness of individuals (Housewives) with the TV programs. In order to interrogate the outlined relationship, the frequency of viewership was questioned and level of connectedness with the programs was analyzed. Story, Cast, Acting of soap opera, Allegory (i.e. Dramas that are based on Serious/ Social Issues), escape factor, fashion factor, imitation factor, talk shows and reality shows were used as the proxies for program connectedness while stories and acting of soap opera, fashion factor and the morning talk shows are found to be the most preferred among the respondents/ housewives. The frequency of program viewership and the duration of television viewership were found to have significant relationship with all those various outlined proxies of program connectedness which has the huskier preference level.

Suggested Citation

  • Hasan, Syed Akif & Subhani, Muhammad Imtiaz, 2012. "Does the television program connectedness explain the television viewership patterns in Pakistani housewives?," MPRA Paper 35685, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:35685

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    References listed on IDEAS

    1. Gardial, Sarah Fisher, et al, 1994. " Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 548-560, March.
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    Cited by:

    1. Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2012. "Satire in Talk Shows: Pakistan’s media pungent approach," MPRA Paper 40380, University Library of Munich, Germany.

    More about this item


    Connectedness; Television viewership patterns; Housewives; Soup Operas;

    JEL classification:

    • A1 - General Economics and Teaching - - General Economics

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