Read the passage carefully and answer the following questions from
Mass Media And Communication
It is obvious that there has been a phenomenal expansion of mass communication of all kinds in recent years. As students of sociology, there are many aspects to this growth which is of great interest to us. First, while we recognise the specificity of the current communication revolution, it is important to go back a little and sketch out the growth of modern mass media in the world and in India. This helps us realise that like any other social institution the structure and content of mass media is shaped by changes in the economic, political and socio-cultural contexts. For instance, we see how central the state and its vision of development influenced the media in the first decades after independence. And how in the post 1990 period of globalisation, the market has a key role to play. Second, this help us better appreciate how the relationship between mass media and communication with society is dialectical. Both influence each other. The nature and role of mass media is influenced by the society in which it is located. At the same time the far reaching influence of mass media on society cannot be over-emphasised. We shall see this dialectical relationship —(a) the role of media in colonial India, (b) in the first decades after independence and (c) and finally in the context of globalisation. Third, mass communication is different from other means of communication as it requires a formal structural organisation to meet large-scale capital, production and management demands. You will find, therefore, that the state and/or the market have a major role in the structure and functioning of mass media. Mass media functions through very large organisations with major investments and large body of employees. Fourth, there are sharp differences between how easily different sections of people can use mass media.
Who are the target audience of most soap operas?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → women
A soap opera is a serialised story that runs on and on; the regular viewer comes to know its characters, their personalities and their life experiences. Serials built round family life are planned for women viewers at home, which is why women are their target audience.
Note: This question framed by NTA is outside the NCERT book (2025-26 edition). The book defines soap operas as stories that are serialised, but does not say who their target audience is. The answer comes from the history of the form: soap operas began in the United States in the 1930s as daytime radio serials sponsored by soap manufacturers, who wanted to reach housewives at home (hence the name), and women remain their main audience.
NCERT: Social Change and Development in India — Chapter 7: Mass Media and Communications (2025-26)
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