Socio-cultural impact of tvcontent on urban youth: A study of Jammu district

Multiculturalism has gained considerable attention due to shifiting media standards. In its early stages Indians were reluctant to support multiculturalism. Television played an important role in introducing diversity to the general population of India in local context. By fusing the initiative of multiculturalism with local concerns, cable TV demonstrated the ideal of multiculturalism. Modern television has redefined India's culture among youth who are dependent on television for various purposes. Dependency on TV has led to a violent cultural shift. Though local in flavor, TV has a global scope.

Through an empirical research approach, the study examines how television has influenced urban youth in Jammu. The primary purpose of this study is to understand how youth are using TV, among the most important forms of media, and how they modify their lifestyles based on their TV-watching preferences. This investigation employs a systematic representative sample strategy. For this study, we selected eight hundred samples from four cities in Jammu.

The current experimental study, therefore, is an attempt to trace the cultural effects of television on urban and semi-urban adolescents in the Indian UT of Jammu and Kashmir.

Television in its global reach has changed people's attitudes, lifestyles, behaviors, and other aspects of culture. Thus, various cultural themes have emerged due to globalization of TV industry. The diverse and multidirectional aspects of culture, disseminated by television, are stolen from televised urban or semi-urban youth of a country.