Audience Engagement with Malayalam Television Political Satire Shows: A Qualitative Study

Abstract

Satire is a sword that keeps the audience alert and involved in recent political developments when other forms of traditional media have failed to communicate politics effectively. This qualitative study was done among the people who watch Malayalam political satire shows. This study attempts to throw light on the viewing habits of selected satirical programs in Malayalam news channels. The present study is intended to examine political satire shows’ credibility and trustworthiness. The samples are collected using the purposive sampling method; qualitative in-depth interviews were conducted to strengthen the research objective. Most respondents said that they chose satire to gain information through fun. They also admitted that satirical shows are sources of political information. This study employed uses gratification theory, third-person effect, and agenda-setting theory to explain the reason for choosing political satire.