印度电视节目对斯里兰卡观众的影响
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摘要
当代大众媒介日益国际化和全球化。在传播研究文献中,媒介对观众的影响呈现出不同的样态。这些关于媒介对受众的影响的研究十分复杂。现在的媒介影响研究已经越来越系统化和科学化。本研究包括四个主要目的：第一,本地和印度电视节目影响斯里兰卡人日常生活方式的程度；第二,印度电视广播控制斯里兰卡电视频道及其节目的程度；第三,电视节目对斯里兰卡民族的跨文化影响是什么;第四,印度电视节目带来的日常生活方式改变中哪些因素更为显著。
研究的主要目标是在跨文化传播视域内调查印度电视节目对斯里兰卡观众的日常生活方式的影响和其变化模式。相应地,本研究重点考察了印度电视节目的影响。本研究也调查观看印度节目带来的观众日常生活方式中精神和身体方面最受影响的侧面,并进一步厘清当代本地媒介的地位与作用和它们的生产。
当代大众媒介研究关注跨国和全球媒介对其所在区域或全球受众的影响。本文是在斯里兰卡所进行的第一个专注于印度电视节目影响斯里兰卡观众日常生活方式的研究。
研究数据来自在斯里兰卡所作的正式问卷调查。以随机抽取的方法选取了4200个样本,问卷的问题涉及到22个由于印度电视节目引起的斯里兰卡受众日常行为变化的特征,调查中用到5个里克特式量表。用要素分析考察受众特征。用克鲁斯凯-沃利斯检验方差分析和曼肯德尔检验来测验假设。用量表的阿尔法来测试研究的可靠性。同时,还用焦点小组讨论、信件、文本、个案研究等方法收集质化数据来支持研究。本文结合上述的量化研究和定性研究得出研究结论。
研究发现,印度电视节目对斯里兰卡电视受众的日常生活方式改变的影响,无论是间接影响还是直接影响都比其它国家的电视节目大。不仅印度进口的电视节目,而且斯里兰卡生产的节目,都对斯里兰卡社会的日常生活变化具有影响。研究还发现,大多数印度电视节目同时受到西方电视节目的影响。
尽管受众知识量有限或并不完全理解印度电视节目中的语言,但他们也能从屏幕上用母语打出的字幕或从视觉影像中得到意义的理解。大多数坦米尔语群体主要观看印度坦米尔语节目,僧伽罗语群体主要观看北印度语和僧伽罗语双语节目。但是大多数僧伽罗语电视剧(肥皂剧)都模仿印度电视剧。大多数僧伽罗和穆斯林观众喜欢观看肥皂剧,坦米尔人既喜欢观看肥皂剧又喜欢看电影。斯里兰卡政府采取措施,在2006年7月出台新的电视剧征税办法以抑制质量低下的电视节目(除了印度坦米尔语节目),允许外国获奖节目进口来提高本土电视节目的质量。目前有这样一个趋势,那就是一些私人电视频道通过仿制国外电视节目(尤其是印度电视节目)来逃避电视剧征税。而且,这项电视剧征税办法也没有起到提高本土电视节目质量的作用。甚至一些本土电视节目对本土文化和电视受众产生极大的负面影响。所以,仅靠控制引进外国节目对提升本土电视节目作用不大。
本研究科学地证明了印度电视节目改变了斯里兰卡受众的日常生活方式。电视受众通过电视节目接触印度文化,这样一来,就有潜在的被印度文化影响的可能。本研究参照亚洲研究方法,其研究结果不仅适用于斯里兰卡,而且适用于其他国家,特别是亚洲国家。
本研究将贡献于全球和跨国媒介研究领域及暴露其下的生活方式的演进研究领域。
The contemporary mass media is becoming transnational and global. Through the communication literature media impact over audience can be varied one to another. The literature further shows that the measuring impact and influence of the media over audience very complicated. However, now communication research on media impact and influence has been becoming more systematic and scientific. This study consists of four major aims. Those are coming to address, what extent the local and Indian television programs influence on Sri Lankans daily life styles, and how far does the Indian telecast control over the Sri Lanka's television channel and their programs. What are the cross-cultural impact on television programs over the Sri Lankan ethnic groups and what factors are more significantly influencing on the changing daily lifestyle due to Indian television programs.
The main objective of the research is to investigate the impact of Indian television programs over the Sri Lankan audience daily lifestyles and its changing patterns from intercultural communication perspective. Accordingly this study highly focuses to examine the impact of Indian television programs. This study also investigates mostly affected mental and physical aspect of audience daily lifestyle due to watching Indian programs. It further identifies the role of the contemporary local media and their productions.
The contemporary mass media research paid their attention on the impact of transnational and global media over their regional or global audience. This is the first study in Sri Lanka which targeted to examine the impact of Indian television programs over Sri Lankan audience daily life style.
Data for this study were collected through the administration of a formal questionnaire in Sri Lanka. The sample size was 4131 by utilizing random sample method and the questionnaire was developed with 22 attribute measures of the impact on Sri Lankan audience's daily lifestyle change due to expose to Indian television programs. The five point Likert scale was used for the questionnaire. Accordingly the conjoined study has been used Factor Analysis in order to explore possible audience profiles. Kruskal Wallis one-way ANOVA and Mann-Whitney U tests were conducted in order to test the hypothesis. Cronbach's Alpha used to test the reliability of the study. Meanwhile, focus group discussions, letters, literature (news paper articles), case study methods have been employed to collect qualitative data for the study. The results derived from the combinations of aforesaid qualitative and constitutive method.
The study found that Indian television programs are highly influented in changing of Sri Lankan television audience's daily lifestyle in directly as well as indirectly rather than any other foreign television programs which targeted to Sri Lankan audience. Not only Indian imported television programs but also Sri Lankan productions have impact on Sri Lankan society in their lifestyle changing. It also found that most of Indian television programs are also influenced by western programs.
Even though the audience has no much knowledge or completely understands about the languages which speak by the Indian television programs, and its audience acquires the meaning if subtitles are appear on the screen on their mother tongue or from the visuals. Most of Tamil speaking communities have to depend on Indian Tamil programs while Sinhalese mostly preferred to watch Indian Hindi and Sinhala dubbed programs. However most of Sinhala teledramas (soap operas) are Indian imitations. Majority of Sinhala and Muslim audience are enjoying with teledramas while most of Tamils enjoying teledramas and movies equally. Even though Sri Lankan government introduced new levy from July 2006 1 in order to control foreign low quality programs (except Indian Tamil productions) while allow award winning foreign productions and promote local high quality productions. There seems to be a trend to produce foreign (especially Indian) imitates in order to avoid this levy by some of the private television channels. This levy is still fail to help improving the quality of the local television programs. Meanwhile, some of the local television programs have negative effects on the local culture and audience daily lifestyle. Hence the control on imported programs alone would not help.
The study has also been derived from island wide sample however due to the civic war in North and East areas in the country there were difficulties to reach all the areas planed early. However study has been taken every effort to collect data from aforesaid war on going North and East areas of the country.
This study will guide for the new avenue on the field of the global and transnational media and the innovation of the life patterns due to exposing them.
研究的主要目标是在跨文化传播视域内调查印度电视节目对斯里兰卡观众的日常生活方式的影响和其变化模式。相应地,本研究重点考察了印度电视节目的影响。本研究也调查观看印度节目带来的观众日常生活方式中精神和身体方面最受影响的侧面,并进一步厘清当代本地媒介的地位与作用和它们的生产。
当代大众媒介研究关注跨国和全球媒介对其所在区域或全球受众的影响。本文是在斯里兰卡所进行的第一个专注于印度电视节目影响斯里兰卡观众日常生活方式的研究。
研究数据来自在斯里兰卡所作的正式问卷调查。以随机抽取的方法选取了4200个样本,问卷的问题涉及到22个由于印度电视节目引起的斯里兰卡受众日常行为变化的特征,调查中用到5个里克特式量表。用要素分析考察受众特征。用克鲁斯凯-沃利斯检验方差分析和曼肯德尔检验来测验假设。用量表的阿尔法来测试研究的可靠性。同时,还用焦点小组讨论、信件、文本、个案研究等方法收集质化数据来支持研究。本文结合上述的量化研究和定性研究得出研究结论。
研究发现,印度电视节目对斯里兰卡电视受众的日常生活方式改变的影响,无论是间接影响还是直接影响都比其它国家的电视节目大。不仅印度进口的电视节目,而且斯里兰卡生产的节目,都对斯里兰卡社会的日常生活变化具有影响。研究还发现,大多数印度电视节目同时受到西方电视节目的影响。
尽管受众知识量有限或并不完全理解印度电视节目中的语言,但他们也能从屏幕上用母语打出的字幕或从视觉影像中得到意义的理解。大多数坦米尔语群体主要观看印度坦米尔语节目,僧伽罗语群体主要观看北印度语和僧伽罗语双语节目。但是大多数僧伽罗语电视剧(肥皂剧)都模仿印度电视剧。大多数僧伽罗和穆斯林观众喜欢观看肥皂剧,坦米尔人既喜欢观看肥皂剧又喜欢看电影。斯里兰卡政府采取措施,在2006年7月出台新的电视剧征税办法以抑制质量低下的电视节目(除了印度坦米尔语节目),允许外国获奖节目进口来提高本土电视节目的质量。目前有这样一个趋势,那就是一些私人电视频道通过仿制国外电视节目(尤其是印度电视节目)来逃避电视剧征税。而且,这项电视剧征税办法也没有起到提高本土电视节目质量的作用。甚至一些本土电视节目对本土文化和电视受众产生极大的负面影响。所以,仅靠控制引进外国节目对提升本土电视节目作用不大。
本研究科学地证明了印度电视节目改变了斯里兰卡受众的日常生活方式。电视受众通过电视节目接触印度文化,这样一来,就有潜在的被印度文化影响的可能。本研究参照亚洲研究方法,其研究结果不仅适用于斯里兰卡,而且适用于其他国家,特别是亚洲国家。
本研究将贡献于全球和跨国媒介研究领域及暴露其下的生活方式的演进研究领域。
The contemporary mass media is becoming transnational and global. Through the communication literature media impact over audience can be varied one to another. The literature further shows that the measuring impact and influence of the media over audience very complicated. However, now communication research on media impact and influence has been becoming more systematic and scientific. This study consists of four major aims. Those are coming to address, what extent the local and Indian television programs influence on Sri Lankans daily life styles, and how far does the Indian telecast control over the Sri Lanka's television channel and their programs. What are the cross-cultural impact on television programs over the Sri Lankan ethnic groups and what factors are more significantly influencing on the changing daily lifestyle due to Indian television programs.
The main objective of the research is to investigate the impact of Indian television programs over the Sri Lankan audience daily lifestyles and its changing patterns from intercultural communication perspective. Accordingly this study highly focuses to examine the impact of Indian television programs. This study also investigates mostly affected mental and physical aspect of audience daily lifestyle due to watching Indian programs. It further identifies the role of the contemporary local media and their productions.
The contemporary mass media research paid their attention on the impact of transnational and global media over their regional or global audience. This is the first study in Sri Lanka which targeted to examine the impact of Indian television programs over Sri Lankan audience daily life style.
Data for this study were collected through the administration of a formal questionnaire in Sri Lanka. The sample size was 4131 by utilizing random sample method and the questionnaire was developed with 22 attribute measures of the impact on Sri Lankan audience's daily lifestyle change due to expose to Indian television programs. The five point Likert scale was used for the questionnaire. Accordingly the conjoined study has been used Factor Analysis in order to explore possible audience profiles. Kruskal Wallis one-way ANOVA and Mann-Whitney U tests were conducted in order to test the hypothesis. Cronbach's Alpha used to test the reliability of the study. Meanwhile, focus group discussions, letters, literature (news paper articles), case study methods have been employed to collect qualitative data for the study. The results derived from the combinations of aforesaid qualitative and constitutive method.
The study found that Indian television programs are highly influented in changing of Sri Lankan television audience's daily lifestyle in directly as well as indirectly rather than any other foreign television programs which targeted to Sri Lankan audience. Not only Indian imported television programs but also Sri Lankan productions have impact on Sri Lankan society in their lifestyle changing. It also found that most of Indian television programs are also influenced by western programs.
Even though the audience has no much knowledge or completely understands about the languages which speak by the Indian television programs, and its audience acquires the meaning if subtitles are appear on the screen on their mother tongue or from the visuals. Most of Tamil speaking communities have to depend on Indian Tamil programs while Sinhalese mostly preferred to watch Indian Hindi and Sinhala dubbed programs. However most of Sinhala teledramas (soap operas) are Indian imitations. Majority of Sinhala and Muslim audience are enjoying with teledramas while most of Tamils enjoying teledramas and movies equally. Even though Sri Lankan government introduced new levy from July 2006 1 in order to control foreign low quality programs (except Indian Tamil productions) while allow award winning foreign productions and promote local high quality productions. There seems to be a trend to produce foreign (especially Indian) imitates in order to avoid this levy by some of the private television channels. This levy is still fail to help improving the quality of the local television programs. Meanwhile, some of the local television programs have negative effects on the local culture and audience daily lifestyle. Hence the control on imported programs alone would not help.
The study has also been derived from island wide sample however due to the civic war in North and East areas in the country there were difficulties to reach all the areas planed early. However study has been taken every effort to collect data from aforesaid war on going North and East areas of the country.
This study will guide for the new avenue on the field of the global and transnational media and the innovation of the life patterns due to exposing them.
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