Overview

The growth of mass communication is a dual process - the development of an industry and the evaluation of an audience. It is important to understand who uses the medium and why they use it and with what perspective it is being used. The audio-visual medium is very powerful in reaching the masses. So it is the responsibility of the media to satisfy the needs of the people based on the changes that are taking place in the society.Every message is given with an interpretation and no message is neutral. This implies that there must be a prior study of the issue from the people's point of view. This book focuses on the collective perception of Tamil audience (based on gender and age categories) on Tamil cinema and Tamil television programmes in general of the period 1990 to 2015. It reveals the significant attitude of the public towards women artistes in Tamil cinema and Tamil TV channels. The audience suggestions for a better representation of women artistes in these media are provided.The summation is given under a seven-criteria approach. A workspace is provided to enable the reader to make interpretations with the available statistical information.

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9781648929205

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