Abstract
To date, the way Pakistani dramas are affecting behavior of the Pakistani rural
women has yet not been studied much. This study uses the Communication
Mediation Model (CMM) to scrutinize the effects of PTV dramas on the women in
the rural Punjab (Pakistan). Using the (n=258) rural women viewer of PTV
dramas, the study proposed and tested the mediation model of gratification to
explain that how cultivation through the PTV dramas effect the adoption behavior
among the rural women. By using the Communication Mediation Model (CMM),
study documented the respondent’s consumption patterns, content preferences,
favorite watching hours concerning change in the thoughts and emotions of rural
women which may lead to the adoption behavior. The results of the study revealed
a sturdy influence of such dramas on women of village that has brought a
significant change in their behavior after watching such content regularly. The
results revealed that gratification surveillance partially mediates the relationship
between cultivation and adoption behavior among rural women and validates the
model. Future studies may replicate this model regarding the effects of TV
programs by using the male segment of rural areas.
Anjum Zia, Moneeba Ifthikar, Syed Hassan Raza. (2017) APPLICATION OF CMM MODEL: MEDIATION OF GRATIFICATION SURVEILLANCE IN RELATIONSHIP BETWEEN CULTIVATION EFFECTS OF DRAMAS AND ADOPTION BEHAVIOR AMONG RURAL WOMEN, Journal of the Research Society of Pakistan, Volume 54, Issue 2.
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