Title: Role of social class in TV watching habits of developing country teenagers in a globalising market

Authors: Syed H. Rahman; Md. Ridhwanul Haq

Addresses: School of Marketing, University of Western Sydney, Sydney, Australia ' Institute of Business Administration, Dhaka University, Dhaka, Bangladesh

Abstract: Evidence is mounting that consumer needs and wants are increasingly converging, aided by a variety of products and services, including satellite dishes and globe-spanning TV networks. However, it is often argued that different classes watch different television programmes. Using data gathered from Bangladesh, this research aims to find out the types and origins of TV programmes mostly watched by a developing country teenagers and differences in the TV programme preferences of developing country teenagers of different social backgrounds. Findings show that Bangladeshi teenagers prefer to watch contemporary reality type entertaining talent hunt, quiz and lifestyle shows more than talk shows. Their TV watching behaviour is much more regionalised than globalised. It is more so in case of lower social class teenagers whereas, teenagers of middle social class background are relatively more globally and less locally oriented. Lower social class teenagers, however, are generally more involved with TV.

Keywords: globalisation; developing countries; teenagers; social class; TV programmes; TV involvement; television programmes; youth; young people; Bangladesh; social backgrounds; TV preferences; TV watching behaviour.

DOI: 10.1504/IJTGM.2013.056730

International Journal of Trade and Global Markets, 2013 Vol.6 No.4, pp.345 - 355

Published online: 30 Sep 2014 *

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