This commonly goes by the identity of "no strings attached". Here in Maasai Mara University, it is not uncommon to find the youths engaging in casual sex based on what they ape from watching the soap operas. Sexual moral decay is there the world over and it is a conspicuous even nationally. This happens to the youths both in rural areas and urban centres as a fairer and safer option if they are lucky enough not to get infected with STIs and or HIV/AIDS. Youths are dropping out of school having fallen victims to this handicap that leaves them expectant and helpless for the girls while the boys are helplessly ushered into fatherhood. At the peak of this is the influence of viewing soap operas. Sexual behaviour of the youth has drastically changed as a result of the media content they consume. Soaps enjoy a momentous and immense popularity among the contemporary society and they have found a place for themselves and also allow a multiplicity of interpretations to suit the diverse tastes of the dominant Indian middle class. Soap-operas, inevitably, have attracted a large and loyal fan base. Soap operas are one of the most popular genres on television and as a cultural produce, this format is extremely popular among the masses. In this context, problems and issues pertaining to women are shown regularly on television in different programmes. Women are treated as " special audience groups ", so that appropriate measures can be taken to cater to their propensities and inclinations. As a result of this, television has a more profound and persuasive impact on its viewers, particularly women. Television, because of its predominance of visual movement has the capacity of bringing the world into the living room with great authenticity and efficacy.
The purpose of television is to inform, educate and entertain its viewers.
Working as a complimentary agent to other sources, television has enhanced the process of change by providing timely information about education, hygiene, health, customs and so on. In the multi-media world of today, television has emerged as an important instrument of transmission of knowledge and information.
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