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

The current study investigates the universality of value types as developed by Schwartz and Bilisky (1987, 1990) and evaluates the impact of television viewing on the value preferences expressed by students in Delhi, India. Results indicate that value types have acceptance across diverse cultures and that institutions such as television can have an impact on value orientation. In addition, compatibilities and incompatibilities among values within value types were found. Before the universal applicability of Schwartz and Bilisky's value types can be determined, however, further studies covering larger and more diverse samples must be undertaken.

Key terms:

• collectivism
• India
• individualism
• Rokeach value scale
• television viewing
• universal values structure theory