Impact of media and entertainment industry on the lifestyles of the people in Karnataka a study of the selected districts

Abstract

This thesis proposes Media and Entertainment as a coherent and comprehensive discovery of evaluating the exclusive components, that which possesses the transformational impression on the society and its implications on the social life. The significant characteristic of the Media and Entertainment industry has elaborated by the range of its genres in the engrossment of the audience with the credence of experience. The primary motive was to make the audiences a pivotal concept the reason that everybody can be turned out to be an audience all the time in everyday life. The intent and purpose was to combine the masses and individual lives as spectators to function in a range to reach its spectacle in influencing the lifestyle. Media and Entertainment fully employs the unique communicative characteristics of its components, however this research was characterized by choosing the four exclusive components viz., Television, Films, Video Games and Music. In this backdrop, a study was made across state of Karnataka, India to access the Media and Entertainment impact on the lifestyle of the people. A survey was organized with sample size of 1500 respondents. A structured questionnaire was administered to the people by the random stratified sampling technique in the selected districts in the state of Karnataka. The statistical tool Confirmatory Factor Analysis (CFA) along with Structural Equation Model (SEM) was used to analyze the data. Simultaneously, developing a model, confirming it through the model fit indices, and verifying it with the composite reliability tests. The study was elaborated by considering the underling factor viz., Television and Films: Food Passion Lifestyle, Fashion Consciousness Lifestyle, Spiritual Lifestyles Traditional Lifestyle, Travel and Adventurous Lifestyle, Health and Body Fitness Lifestyle, Buying Home Appliances Lifestyle, Purchase Avenue Lifestyle, and Unethical Lifestyle Adaptation. Video Gaming: Gadgets Seeker Lifestyle, Gaming Aid for Health and Fitness and Cognitive Adopted Lifestyle. Music: Spiritual Lifestyle, Music aid for Health and Fitness and Gadgets Seekers Lifestyle. The findings reveal that certain factors were having significant impact on the lifestyle of people in the Television and films, Video Gaming and Music that are concerned with Media and Entertainment Industry. newline