The impact of television viewing on the values orientations of Indian students: An individualist‐collectivist approach

Universal values structure and individualism — collectivism: A U.S. test

“…As far as television viewing by American students not contributing to differences in their values preference, it is very intriguing to note that this finding is in contrast to the results of a similar study using the same instrument involving Indian students (Kang, Kapoor, and Wolfe, 1995). In that study it was found that heavy television viewing contributed to a preference for individualist values.…”

“…Kang, Kapoor and Wolfe's (1995) inquiry into the value Downloaded by [Queensland University of Technology] at 16:17 13 October 2014 orientations of Indian high school and university students found that the subjects preferred collectivist and mixed value types over individualist ones. This finding also lends weight to the categorization of India as a collectivist culture (see Hofstede, 1980 andTriandis et al, 1990).…”