Communication Science

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Browsing Communication Science by Subject "(Ulundi), KwaZulu-Natal, in South Africa"

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    The role of SABC Television Locally Produced Programmes in transforming society through edutainment: A case study of Ulundi
    (University of Zululand, 2021) Mlaba, Mbuyiselo Bonani
    The study examined the role of SABC television’s locally produced programmes in transforming society through edutainment. The focus was on the possible influence of the role of SABC in converting societal behaviour through entertainment-education (edutainment) in locally produced TV programmes. The following theories were used to conceptualise this research: agenda-setting theory (AST) and technology acceptance model (TAM). The study explored the possible modification brought by watching television programmes aired by the South African Broadcasting Corporation (SABC) television. A mixed method research approach was employed to compare the attitude and social behaviour of TV viewers after watching the locally produced TV programmes on SABC 1, SABC 2 and SABC 3. It investigated the role of SABC locally produced programmes in changing society. A sample of 384 respondents and interviewees participated in the research. A self-administered questionnaire with open and close-ended questions was employed to extrapolate information from participants of this study. The study focused more on respondents that were located in the city of Heritage (Ulundi), KwaZulu-Natal, in South Africa. Simple random sampling was applied to select 384 viewers, and 20 interviews were conducted. The analysis and interpretation of the data embraced an exploration of evolving themes which formed the fundamental of the research findings. The findings suggest that moderated TV programmes are more educative, informative, and inspiring; they may be more effective than books or audiotapes when it comes to general teaching viewers about life. The study also reveals that most participants indicated that SABC television programmes lessons are positive though there are also negative lessons derived from them. The study further exposes that most of the characters become relevant to the audiences’ lifestyles. The findings show that most of the potential audiences of SABC television edutainment programmes from deep rural areas are media illiteracy. The recommendations were iv made to assist the elevation of the individuals and whole society as follows: minimising the broadcasting of criminal and sexual content on these locally produced programmes, as they promote crime and teenage pregnancy in the society; and give motivation to the production teams of the SABC TV programme-makers who are using local content. The redirection of foreign heritages that are dominating and eroding the local content, native heritages such as native languages, clothing and lifestyle of local societies.
University of Zululand