Prosocial television for development in India.
Prosocial television for development in India.
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亲社会电视促进印度的发展。
DOI：
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发表时间：
1989
期刊：
影响因子：
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通讯作者：
E. Rogers
中科院分区：
文献类型：
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作者：
A. Singhal;E. Rogers
印度电视播放的肥皂剧《我们这些人》融合了娱乐和教育，在促进某些社会期望的行为方面产生了积极的效果--妇女平等和家庭规模缩小。由Doordarshan Indias政府电视系统开发的Hum Log模仿墨西哥电视成功的亲社会肥皂剧。这部电视剧共有156集，每集22分钟，在1984-85年间播出了17个月。该系列节目是用印地语播出的。在每个节目结束时，有一段30-50秒的结语，总结了社会概念并提供了行动指南。一项观众调查显示，在以印地语为主的印度北部，观众收视率为65%-90%，而在不讲印地语的印度南部，收视率为20%-45%。平均每集约有5000万人观看。尽管最初集中关注计划生育，但所处理的社会问题的范围已扩大到包括国家融合、健康、城市化、国家福利和家庭和睦。观众的反应显示，大多数人认同正面榜样，而不是相对的榜样；观众也表示学习对所涉及的社会问题的积极态度。Hum Log印度电视台的成功带来了一个意想不到但积极的影响，那就是商业利润用于增加国内节目的制作。印度电视的经验表明，亲社会电视模式的成功不仅限于其发源国墨西哥，而且可以被世界各国使用。
A blend of entertainment and education Indian television broadcasts of the soap opera Hum Log (We People) had positive results in promoting certain socially desirable behavior -- womens equality and smaller family size. Developed by Doordarshan Indias government television system Hum Log modeled itself after Mexican televisions successful prosocial soap operas. The series consisted of 156 episodes of 22 minutes each and ran for 17 months during 1984-85. The series was broadcast in Hindi. At the end of each program an epilogue lasting 30-50 seconds summarized the social concepts and provided guides to action. An audience survey indicated an audience rating of 65-90% in the predominantly Hindi-speaking Northern India with 20-45% in the south where Hindi is not spoken. About 50 million people watched the average episode. Despite an initial intensive focus on family planning the range of social issues addressed was expanded to include national integration health urbanization national welfare and family harmony. Viewer response showed that most people identified with the positive role models than with the relative role models; viewers also indicated learning positive attitudes towards the social issues involved. An unintended but positive effect of the success of Hum Log Indian television went commercial earning profits that were used to increase the production of domestic shows. The experiences of Indian television demonstrate that the success of the prosocial television model is not limited to its country of origin Mexico but can be used by countries worldwide.