The Paradox of Hedonism: Investigating the Media's Inducement of Deceptive Desires & it's Effects on Television Viewers
Download| Volume 4 Issue 2 2023 | |
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| Author(s): |
Rao Saboor Zafar
Sehreen far Bukhari
Hafsah Javed (Corresponding Author)
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| Abstract | Dwelling upon the informative and entertaining role of Television Advertising, and connecting the formation of Deceptive Desires in viewers with their insensitivity towards contemporary social and political issues, the study aims at investigating the Hedonistic Addiction of Advertising consumers in Pakistan. It asserts that through the luxurious portrayal, TV Advertising creates false desires and inclination towards such exposures in viewers. Consequently, the viewers don't pay attention towards the contemporary social and political realities around them rather the fulfillment and gratification of such desires offer them escapism. Under a Quantitative methodology, drawing upon the theoretical perspective of Utilitarianism by Jeremy Bentham and Uses & Gratification theory the study aims at investigating the relationship between the “Hedonistic Addiction”, “Exposure to Luxurious Advertisements” and “Inclination towards repeated exposure of Luxurious Advertisements”. Through a survey commenced on 300 Television Viewers selected by simple-random sampling. |
| Keywords | Deceptive desires, consequentialism, escapism, ethics, Hedonism, Materialism, Consumer Behavior, gratification of pleasure, Principles of Utilitarianism |
| Year | 2023 |
| Volume | 4 |
| Issue | 2 |
| Type | Research paper, manuscript, article |
| Journal Name | Journal of Media & Communication (JMC) | Publisher Name | ILMA University | Jel Classification | - | DOI | -- | ISSN no (P, PRINT) | 2707-8906 | ISSN no (E, Electronic) | 2788-8304 | Country | Pakistan | City | Karachi | Institution Type | University | Discipline | Media, Advertising, Social Science, Multidisciplinary | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://jmc.ilmauniversity.edu.pk/arc/Vol4/4.2/4.pdf | Page | -- |