Kirk Johnson. Television and Social Change in Rural India. New Delhi: Sage Publications, 1999. 247 pages. Paperback. Indian Rs 225.00.

Attiya Y. Javed


The role of television as a powerful medium of communication
is wellrecognised. This one material commodity has most dramatically
influenced the social life of India. About 75 percent of India’s one
billion people live in villages. Today, in rural India, television is
considered as a necessity and it has become a large part of most
villagers’ daily life. Johnson’s book is about the role that television
plays in the process of social change in rural India. His focus of
research has been primarily on the advertising and entertainment aspect
of television in the context of village life as a whole.

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