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Television and Video

The power of TV: cable television and women's status in India (pdf 320kb)

This paper explores the effect of the introduction of cable television on gender attitudes in rural India. It finds that the introduction of cable television is associated with improvements in women's status.

It argues that cable television, with programming that features lifestyles in both urban areas and in other countries, is an effective form of persuasion because people emulate what they perceive to be desirable behaviors and attitudes, without the need for an explicit appeal to do so.

 

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