Research Article Open Access

Exploring Viewership Patterns and Engagement Levels of Malayalam Political Satire Shows’ Audience: A Quantitative Survey & SPSS Analysis

Abstract

This study is aimed at exploring audience engagement with Malayalam television political satire shows through applying quantitative research methodology. The researchers used SPSS analysis to examine the relationships between various variables, including audience demographics, frequency of watching political satire shows, and engagement with the content. The researchers have adopted purposive sampling technique and collected samples from the premises of Calicut University, Kerala, India. A total of 120 respondents participated in the study. The structured questionnaires were distributed to the targeted population for data collection. The data so collected was analysed using SPSS, which allowed for the identification of significant relationships between the variables. The study employed the uses and gratification theory, agenda setting theory, and third-person effect theory to provide a comprehensive understanding of audience engagement with political satire shows. The findings revealed that the audience’s frequency of watching political satire shows was positively correlated with their engagement with the content, particularly in terms of their attention to the political issues highlighted in the shows. The results also indicated that the audience’s demographic characteristics, including age, gender, and political affiliation, played a significant role in their engagement with political satire shows. Moreover, the study found that the audience’s media consumption patterns, such as their use of social media platforms, significantly influenced their engagement with political satire shows. Overall, the study provides valuable insights into the audience’s engagement with political satire shows and the factors that contribute to this engagement. The findings have implications for media professionals, political satirists, and policymakers, highlighting the potential of political satire shows in shaping public opinion and fostering civic engagement.

Dr. Afaq Ahmad*, Ms. Sanuja Salim

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