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TV addiction and Narcotic effects among Youngsters

Rijitha R

Abstract:

''Today technology has made great advancements. This has had great impact on every sphere of human life. The introduction of television has given us a great source of entertainment but excessive watching of television has bad effects too. The term for this has been coined as television addiction. There are people who become affected by this and cannot stop from their habit of watching television. There are various signs to judge whether you are suffering from this form of addiction or not."Television provides an escape from reality not unlike that of drugs or alcohol. A person can slip away into the fantasy world offered by television programs and effectively impede the pressures and anxieties of their own lives. This is similar to 'going on a trip' induced by drugs or alcohol." This study focus on the effectiveness of TV addiction among youngsters which intent to an narcotic effect''

Television (TV):

The word television comes from Greek and means "seeing far away". However, the more we watch it, the more short-sighted and narrow-minded we become. Unfortunately, TV is fast becoming as popular and dangerous as drugs. Imagine a world without television? For many people worldwide, and in developing countries, no one owns a television, and the nearest television is likely miles away. According to the A.C. Neilson Company, ninety-nine percent of households own a television. Television involves you deeply with whatever is taking place on the screen (McLuhan).

Addiction Defined

The term addiction can be applied to all types of excessive behavior, such as abnormal dependence on drugs (e.g., alcohol, narcotics, caffeine), food, exercise, gambling, and television viewing (Peele, 1985). Newer types of addictions that have been studied include Internet addiction (Kubey, Lavin, & Barrows, 2001), online sexual addiction (Bingham & Piotrowski, 1996), and addictive consumer behavior (Elliott, Eccles, & Gournay, 1996; Faber, O'Guinn, & Krych, 1987). According to Peele (1985), the major motives for addictive behavior are: reduction of pain, tension, and awareness (i.e., escape); enhanced sense of control, power, and self-esteem (i.e., compensation); and the simplification, predictability, and immediacy of experience (i.e., ritual). Interestingly, communication research on television use has uncovered similar motives for watching television (Rubin, 1981).

Narcotic effect/ Theory Defined

Paul Lazarsfield, Merton and Winn (1948) argue that media have a narcotizing dysfunction that distracts audience from the real problems and in fact prevents their doing anything about them. In other words, the mass media have a drug-like effect, lulling audiences into passivity and a sense of elation (Keval J Kumar., 1989) There are two types of audience who are exposed to media,

1.	Active audience 2.	Passive audience

Active audience will have more focus in what they watch or what they do, where as Passive audience will not concentrate on what they do but they will be doing some or the other work. For ex: Active audience watch TV for relaxation, enjoyment and to gratify their needs whereas passive audience will do some other work when they watch TV (They will not concentrate on a particular aspect)

TV addiction:

"Television, while chemically non-invasive, nevertheless is every bit as addicting and physiologically damaging as any other drug" (Rivers).

Television is a drug that a large number of people in the World are addicted to. According to a study, over ninety-eight percent of homes in America have television, while only ninety percent have telephones. Most often the programs the viewer receives are quite harmful to them physically, mentally, developmentally, and even financially.

An average person will spend about six hours a day watching television, which is approximately equivalent to one third of his/her waking day. "Not unlike other drugs or alcohol, the television experience allows the participant to blot out the real world and enter into a pleasurable and passive state" (Winn) Television allows people to forget about their everyday lives, and enter a pleasurable and passive world.

This passive ‘trip’ people take when watching television is similar to a ‘trip’ while under the influence of drugs or alcohol. "Real addicts do not merely pursue a pleasurable experience one time in order to function normally. They need to repeat it again and again. Something about that particular experience makes life without it less than complete" (Rivers). Television addicts act the same way when it comes to television. They are usually very anxious when they are not watching television, and when they finally do watch it they usually do not feel happy or get any enjoyment, but rather are simply satisfied. Research on Television Addiction

In 1977, Winn argued in The Plug-in Drug that television has properties of addiction. Researchers have been intrigued by this idea, but few have tried to study it systematically. Anecdotal accounts and speculation comprise most of the research on television addiction. Furthermore, similar to the alcohol and drug abuse literature, a conceptual haze between the concepts of heavy exposure, reliance, dependence, and addiction to television remains problematic. A clear distinction needs to be made between these concepts to determine the difference between normal and problem viewing.

Foss and Alexander (1996) compared self-defined heavy viewers (6 hours per day) with non-viewers and found that many non-viewers called television a drug or a religion and believed that it caused less interaction with friends and family, less time spent doing more productive or healthier things, and less critical thought. Non-viewers reported that television was simply too seductive to have around. Heavy viewers saw addiction to television as a likely outcome, but not for themselves. For them, it was simply a means for escape and relaxation.

In an empirical search for this seemingly pervasive psychological phenomenon, Smith (1986) used popular literature to generate items for a measure of television addiction. Her study via mail of 491 adults found that very few of the participants identified with the concepts in her measure; only 11 out of 491 respondents admitted television addiction, although 64% of the respondents reported that television was addictive (consistent with the third-person effect literature; e.g., Davison, 1983). Smith found a strong relationship between the amount of time spent viewing and the tendency to call oneself an addict.

TV addiction Measures:

1.	If television was not working, I would miss it 2.	I usually plan my timings, so I do not miss TV programmes 3.	I feel bad that I watch so much TV, but I can't seem to stop. 4.	Compared to most people, I spend a great deal of time watching television. 5.	I feel upset if I miss my favorite show 6.	I can't imagine a world without TV 7.	Time really gets away from me when I watch TV. 8.	If a television is on, I just can't keep my eyes off it 9.	I sometimes watch television when I should be spending time with friends or family 10.	Sometimes I feel like my whole life revolves around the TV, and I never do anything else.

Examples:

Table: 1

Tvr Ratings for Week 01 (31/12/2006-06/01/2007)

Star Plus's Show Stoppers Serial No.	Rank	Date	Day	Start Time	Programme	TVR 1	1	04/01/2007	Thu	10:30 PM	KYUNKI SAAS BHI KABHI BA	6.4 2	2	02/01/2007	Tue	10:29 PM	KYUNKI SAAS BHI KABHI BA	6.1 3	3	02/01/2007	Tue	9:59 PM	KAHAANI GHAR GHAR KI	6.1 4	4	03/01/2007	Wed	10:30 PM	KYUNKI SAAS BHI KABHI BA	6.0 5	5	03/01/2007	Wed	10:00 PM	KAHAANI GHAR GHAR KI	6.0 Channels

Star Plus Sun TV Zee TV Star Sports Star One Sony TV

Target Group : CS 4 + Yrs (All India)

For the 01 week of 31/12/2006 to 06/01/2007

Table: 2

Tvr Ratings for Week 52 (25/12/2011-31/12/2011) Star Plus's Show Stoppers Serial No.	Rank	Date	Day	Start Time	Programme	TVR 1	1	26/12/2011	Mon	19:00	SAATHIYA SAATH NIBHANA	4.97 2	2	27/12/2011	Tue	21:00	DIYA AUR BAATI HUM	4.75 3	3	31/12/2011	Sat	22:00	BIG STAR ENTERTAINMENT AWARDS 11-12	3.83 4	6	27/12/2011	Tue	20:30	EK HAZARON MEIN MERI BEHNA HAI	3.5 5	7	27/12/2011	Tue	20:00	IS PYAAR KO KYA NAAM DOON	3.39 Channels Star Plus Sun TV Colors Zee TV Sony TV SAB Imagine TV Star Jalsha Gemini TV Life OK Star Cricket Zee Cinema Star Gold Maa Telugu POGO Sahara One

Target Group : CS 4 + Yrs (All India)

For the 52 week of 25/12/2011 to 31/12/2011

Table: 3

Tvr Ratings for Week 04 (22/01/2012-28/01/2012)

Channels Sun TV's Brightest Stars Serial No.	Rank	Date	Day	Start Time	Programme	TVR 1	19	26/01/2012	Thu	19:27	TMF MUNI-2 KANCHANA	2.34 2	30	24/01/2012	Tue	21:05	THENDRAL	1.76 3	37	23/01/2012	Mon	20:32	THANGAM	1.61 4	40	23/01/2012	Mon	19:58	THIRUMATHI SELVAM	1.52 5	42	22/01/2012	Sun	19:23	TMF 2012	1.46

Sun TV Star Plus Colors Zee TV Sony TV Zee Cinema Star Gold SAB Star Jalsha Imagine TV Life OK Gemini TV MAX Star Pravah Sahara One

Source: http://www.indiantelevision.com

Analysis:

From the above data’s it is easily understood that how soap operas and entertainment channels/ programmes rule TRP’s (Television rating point). Data from the year 2007, 2011 and 2012 were collected to see the correlative status or difference between the TRP’s (''see table 1,2 and 3).  There is a huge difference in the program rating from the above status, and most of the target group for these programs were youngsters (see table 1 and 2).''

From the analysis it is been found that Youngsters who watch TV for more than four to six hours per day and those who cannot miss their favourite shows are said to be addicted. The major finding was even though if they miss their favourite programs on TV they rely on the optional medium (Youtube, Desi tashan, Star player) to watch their favourite show.

Conclusion:

Television has had a tremendous impact on the lives of the youngsters as it provides them with entertainment, information as and companionship.TV acts like a drug or alcohol, watching television breaks people`s connection with the reality, and makes them get into a pleasurable but imaginary world. Youngsters believe that they have to watch certain television series and television shows such as continuous series, soap operas. This  dependence could cause serious health problems

Reference:

1.	Condry, J. (1989). The psychology of television. Hillsdale, NJ: Erlbaum. 2.	DeFleur, M. L., & Ball-Rokeach, S. J. (1989). Theories of mass communication (5th ed.). New York: Longman. 3.	Foss, K. A., & Alexander, A. F. (1996). Exploring the margins of television viewing. Communication Reports, 9, 61-68. 4.	Kubey, R., & Csikszentmihalyi, M. (1990). Television and the quality of life: How viewing shapes everyday experience. Hillsdale, NJ: Erlbaum. 5.	McIlwraith, R. D. (1998). "I'm addicted to television": The personality, imagination, and TV watching patterns of self-identified TV addicts. Journal of Broadcasting & Electronic Media, 42, 371-386. 6.	McIlwraith, R., Jacobvitz, R. S., Kubey, R., & Alexander, A. (1991). Television addiction: Theories and data behind the ubiquitous metaphor. American Behavioral Scientist, 35, 104-121.

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