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Haq, Amrat. "News violence and desensitization of news viewers in Pakistan." HKBU Institutional Repository, 2017. http://repository.hkbu.edu.hk/etd_oa/397.
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Television has become the primary 'story teller' in our society today (Gerbner, et.al., 1986, 1994). It is an all pervasive technology that most of us aren't even aware of in our surroundings. From airports, bus terminals, restaurants, bars to our own lounges, television is constantly passing on its message to its audience. Its role might vary from just a background noise to active information source, its presence remains constant. However television itself is not static, it is a dynamic medium with a constantly growing presence in our lives. Therefore, there remains a constant need to understand the role television plays in shaping our 'stories' and the current study is a short step towards understanding the role and impact of news media on the emotional responses of news viewers in Pakistan. During the last decade there has been an exponential growth in Pakistan's private media industry. Over 80 channels have already started with a number in the pipeline. Of these channels the most prominent are the 16 24-hour news channels which, for the first time, provided the Pakistani public multiple options for seeking news and information (previously only Pakistan Television, a state owned channel was available) - the Pakistani public is now spoiled for choice. However this growth in the media industry also resulted in the over-exposure of issues as the channels vied for viewers. Consequently the audience is regularly exposed to sensational news and content - with coverage ranging from the graphic to the mundane - as networks compete for ratings. Observing the media's behavior and keeping media effects research on exposure to violence in mind, the researcher was interested in seeing whether regular exposure to violence news and violent acts leads to desensitization of the audience. The relationship between news and sensationalism is an old one, starting from the early tabloids in the early 1900s which focused on crime/violence to attract readers. The same trend can be seen in news channels in Pakistan and abroad. One main reason can be the low cost of covering and reporting a crime or act of violence. The event itself provides the reporter with images and information (no digging required!), the drama of the crisis, its aftermath and consequences provide news channels easy fodder for their news mill which needs to run 24-hours, 365 days of the year. Therefore the aim of the present research was twofold: one, to evaluate the amount of violence/violent content that is being shown on Pakistani news channels; and two, to try and assess the impact of this content on the emotional responses of news viewers. The study also aimed to extend the desensitization hypothesis by arguing that the continued presence of the stimulus responsible for desensitization will result in audiences' crossing the attention threshold; i.e. viewers will ignore the central issues on the media agenda and remove it from their socio-political discussions. The model further suggested that viewers will focus more on the peripheral issues rather than the primary issues in the media agenda. The results of the content analysis clearly show that in both public and private television news violent content is the 2nd highest type of news being reported (with domestic politics being the highest type of news content across both channels). Two types of news on violence were studied: violence resulting in fatalities and violence without fatalities; with the first one have almost twice the volume of the latter type of news content. The content analysis and the first part of the survey analysis provide the pre-requisite information for the attention threshold assumption. One, they confirm the continuous presence of a particular issue in news in large volume; and secondly, the survey analysis provides support for the presence of desensitization amongst the respondents. The tests run for the attention threshold assumption indicated that despite the presence of the issue of violence on the media agenda, it is no longer on the public agenda, and is not a part of the social discourse of the respondents with either their family or their friends. The current research shows that heavy consumers of violent news content tend to significantly have pro-violence attitudes. They also tend to have lower levels of emotional empathy for victims of violence and higher levels of compassion fatigue. While these results were not statistically significant for the sample tested, the results show a consistently low mean, indicating negative trend for both the variables. The respondents were generally in favor of harsher punishments and greater state/military control of the country. Results of the current study indicate that heavy viewers of news media tend to be more desensitized to the violence in society. Their emotional responses are numbed down. For a country like Pakistan, with a history of military intervention in domestic politics and governance, this is a matter of grave concern. Strong feelings of insecurity and mean world syndrome, fed on a steady diet of violent news programing, can further undermine faith in the political system - leading to greater acceptance (and at times active desire) of military sponsored or led control - a situation that is very troubling for Pakistan. While the current analysis is a starting place, news content in Pakistan needs to be studied in greater depth. Future research needs to also focus on the wider range of news channels in Pakistan. This would help identify the effects of different variables like ownership, political affiliations, language and location on the content of news channels. In terms of the survey itself, a broader, more inclusive research in the rural and semi-urban areas of the country would provide better evidence of the effects of news violence on Pakistanis. And finally, a lot more in-depth and extensive research is needed before on the "attention threshold" model for it to be verified and its results generalized. If verified, the model will help future researchers identify why issues of audience concern are no longer getting the requisite attention from viewers, despite having strong media presence.
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Roark, Beth A. "The relationship of Saturday morning television commercials viewed and the food consumption of third graders." Virtual Press, 1989. http://liblink.bsu.edu/uhtbin/catkey/722788.
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The relationship of Saturday morning television food commercials viewed and the food consumption of third graders in the Franklin County Community School Corporation in Franklin County, Indiana, was investigated. Such information should help parents, dietitians, and teachers educate children, ultimately producing a healthier population. The results of this study could possibly assist the federal agencies revise guidelines to help protect the children.The independent variable measured was food commercials viewed on Saturday morning; the dependent variable was food consumed. The instrument was designed, pilot-tested, and administered by the researcher with subjects’ identities remaining anonymous.Following data collection, the relationship between the variables was tested using phi coefficient. The phi value of .470 was considered to be significant beyond the .05 level to .00000 level. It was concluded that foods viewed on television are significantly correlated with foods consumed.<br>Department of Home Economics
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McFarlin, Gavin L. "Sports television viewing and value acceptance." Scholarly Commons, 2005. https://scholarlycommons.pacific.edu/uop_etds/611.
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The study examined the ability to learn values while watching sports programming on television. Sports are seen as a huge influence in our lives and helping to spread that influence and bring the games right to our living rooms is television. A total of 360 surveys were collected from three universities, one in the West, one in the Midwest, and one in the South. What was found was there is a direct connection between the exposures to the values seen in sports to the evaluation of those values in our society, which led to individual acceptance of the values personally. It was found that almost half of the viewing by respondents of television was watching sports. By watching these events, respondents were able to see these values first-hand and then personally accept them into their own values.
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Moodley, Prevan. "An exploration of the psychological significance of soap opera viewing." Thesis, Rhodes University, 1998. http://hdl.handle.net/10962/d1002532.
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In traditional research approaches, soap opera viewing has been studied quantitatively. Such studies ignore the subjectivities, the sociocultural contexts, and life contexts of individual viewers. To account for such shortcomings and to offer a qualitative research approach, an investigation was conducted into the engagement that viewers have with a particular soap opera, The bold and the beautiful. The collective case study research method was used. Three subjects were interviewed using in-depth phenomenological interviewing and the data obtained was subjected to.a hermeneutic method of investigation. This involved using a reading guide that extracted firstly, how pleasure is experienced in soap opera viewing, and secondly how the viewers' interpretations of the soap opera are linked to their everyday life contexts. Pleasure was found to be related to experiencing the soap opera world as real, the social context of the viewer, the openness of the text, selecting textual elements, identification and opening up the viewer's world. The viewers' interpretations were related to their life contexts in terms of the meanings that were constructed around emotions, identities, interpersonal relations and a cultural interface. Most notable for the South African context, is that viewing The bold and the beautiful provides a cultural interface because African identities are brought to this practice.
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Punnett, Trent Harold. "Measuring emotional response to television advertising." Thesis, University of British Columbia, 1988. http://hdl.handle.net/2429/27702.
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The objective of this thesis is to initiate development of a valid and reliable measurement process to assess a viewer's emotional response to television advertising. The development of this measure is based on current psychological theories about the emotional process, and takes advantage of current methods available to measure emotional response. The goals for the measurement process are to provide information on emotional response to television advertising from two diverse sources, automatic real-time response, and cognitive after-the-fact responses.
The selection of instruments to meet these goals first involved a review of the psychological literature on emotional theory to provide direction on defining what is an emotional response, and how the emotional subcomponents relate. This provides direction for evaluating the instruments available for measuring emotional response, and selecting two that will satisfy the above goal. The use of these measurement instruments in a pretest is then outlined, and the thesis concludes with directions for future research.
The construct of emotion is complex and multidimensional, including interactions among neural hormonal systems, conscious and unconscious cognition, physiological adjustments, affective response, and expressive behavior. These dimensions suggest four categories that emotional response measurement instruments can be grouped into; cognitive, affective, psychological and behavioral.
Measurement instruments in each of the four above categories have problems in their applicability as stand alone measures of emotional response to television advertisements. Of all the measurement instruments reviewed, the Beaumont Emotion Battery and the Facial Action Coding System appear to be compatible with the construct of emotion and each other. These measures can provide similar data, and capture virtually the same categories of emotional response.
The usefulness of combining these two measures should be explored through a pretest. In designing the pretest, the success in capturing specific emotional responses attributable to the advertisement will depend on the setting used, the selection of advertisements and the program these advertisements are embedded in. The setting should copy a normal viewing environment to encourage normal behavior in subjects. The advertisements used should maximize the variability in emotional response, while being new to the subjects to avoid frequency biases. The program should be carefully selected to avoid content effects. When subjects proceed through the pretest procedure of watching a television program while having their facial expressions videotaped, and then responding to the Beaumont Emotion Battery after the program ends, careful attention to the environment, advertisements, and program will reduce the potential for error and bias in the pretest. To structure and delineate areas for new research, emotional response to television advertising can be approached from the viewpoint of what could impact or influence the response. This leads to the definition of the following areas of influence: the advertisement; the group of advertisements the advertisement is placed in; the program; the viewing environment; and the viewer.<br>Business, Sauder School of<br>Graduate
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Augaitis, Sheila R. "Living room culture : an anthropological study of television usage behavior in America." Virtual Press, 1997. http://liblink.bsu.edu/uhtbin/catkey/1045626.
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The television viewing habits of ten Indianapolis-based households were researched and analyzed as to the effects of television on the middleclass American family. This study illustrates how television reinforces Americans' abilities to make choices and exhibit control over technology. With television use as its main focus, this study examines choice in American culture, remote control use, gender-based comparisons, and television's role in the American home-individualism and community.<br>Department of Anthropology
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Livingstone, Sonia M. "Social knowledge and programme structure in representations of television characters." Thesis, University of Oxford, 1987. http://ora.ox.ac.uk/objects/uuid:2adf1878-f117-4c32-870c-9d0ec539bb11.
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It was argued that the social psychology of person perception, mass communications and cultural studies can be related to viewers' representations of television characters. Mass communications needs to incorporate viewers' interpretations and programme structure. Social cognition could satisfy the former need and cultural studies the latter. A literature review showed little research on viewers' interpretations of television programmes. There is a considerable body of research on person perception, gender stereotypes, the effects of viewing and programme structure. A study of viewers' accounts of viewing soap opera showed that they become involved with the characters and find the programmes realistic. Soap opera plays an important role in their lives. Viewers' representations of soap opera characters were examined using multidimensional scaling. This revealed stable, replicable character representations for Dallas, Coronation Street and EastEnders. The representations were compared with the oppositions which structure the programmes, Implicit Personality Theory and Gender Schema Theory. Dallas characters were represented by themes of morality and power/activity. Power was correlated with gender, with some counter-stereotypic females. Coronation Street characters were organised around morality/potency, gender (matriarchal) and approach to life. This related to person prototypes and contrasted with interaction patterns between characters. EastEnders characters were represented by themes of morality/power, gender and approach to life/centrality. Free descriptions validated the attribute ratings and showed further features of the representation. No socio-structural group differences in representation were found. Viewers' character representations were a constructive integration of programme structure and social knowledge. The application of abstract knowledge to a structured domain was discussed. Textual analysis of a narrative identified the 'role of the reader' and textual openness. This was related to stereotypes, narrative expectancies, myth and character representation. Distinct types of divergence in viewers' interpretations of narrative were discovered. Further, a narrative containing two readings was interpreted in four distinct ways by viewers, depending on their perceived relationships with characters. The conclusions and limitations of the research were discussed. Implications for person perception, stereotyping and textual analysis were examined. A taxonomy of factors relating to the interpretation and representation of television drama was presented.
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Khumalo, Senziwani. "An investigation into how Zimbabwe's Bulawayo viewers negotiate the gay storyline in Generations." Thesis, Rhodes University, 2015. http://hdl.handle.net/10962/d1017784.
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This study seeks to evaluate how aspects of religion, culture, political context, education and class, amongst others, impact on the manner with which Zimbabwe’s Bulawayo residents make sense of media messages which explore issues of homosexuality, as encountered in the soap opera Generations. This is against the backdrop of Zimbabwean legislation, such as the Sexual Deviancy Act, which criminalises homosexuality and the state victimisation of gays and lesbians in this country. The inclusion of homosexual liberties was rejected by all political parties and both public and private media in the recent drafting of a new rule of law. The legislation, including gay rights exclusion in the new constitution, and state action has perpetuated an impression that Zimbabwe is a deeply homophobic society. As a starting point the study examines the claims of the media imperialism thesis which supposes an all-consuming power of western media and next examines Straubhaar’s thesis of ‘cultural proximity’ which argues that there is often a preference for regional media, which is proximate to viewers’ local culture, language and identity. The study explores the prominence of South Africa as a regional media player and that proximate identities with some cultures in that country have played a role in drawing some Bulawayo viewers to South African television, as they feel slighted by Zimbabwean media. Utilising qualitative research methods, the study explores whether or not the representation of gay images on this South African soap opera provides viewers with opportunities for ‘symbolic distancing’. The concept highlights that when people have insight into lifestyles that are different from their own, they use that as a resource to critically analyse their own lives and cultural understandings. The study evaluates if Bulawayo viewers’ sentiments towards homosexuality has been challenged and changed through their interface with the soap opera, Generations.
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Attallah, Paul Michael 1954. "TV before TV : the emergence of American network broadcast television and its implications for audiences, content, and study." Thesis, McGill University, 1985. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=73970.
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Curry, Tracy. "The application of the uses and gratifications theory comparing television and newspaper coverage during product tampering cases." Virtual Press, 1998. http://liblink.bsu.edu/uhtbin/catkey/1100448.
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Periods of crisis communication are uncertain, at best, for any organization dealing with a product tampering. This study examined how the public would use the media to gain information about the product tampering, if there would be a difference between newspaper and television usage, and what gratifications the public would seek from the media.The hypothesis stated that there would be no significant difference in media use during product tampering cases between newspapers and television. Three hundred eighty-eight households, the number needed for statistical reliability, were surveyed by telephone in the Muncie, Indiana, area. Results of the data supported the hypothesis.<br>Department of Journalism
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Peterson, C. Mark. "The Motivation-Emotion-Matching (MEM) model of television advertising effects." Diss., Georgia Institute of Technology, 1994. http://hdl.handle.net/1853/30653.
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Mabika, Memory. "Assessing the impact of loal content policy on youth culture in Mbare Harae: the case of Youth.com." Thesis, University of Fort Hare, 2009. http://hdl.handle.net/10353/d1001275.
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The study sought to establish the impact of using the local content policy in reducing television cultural influences on Mbare youth in Zimbabwe. It is assumed that television has ideological and hegemonic functions which have come to dominate the life styles of the youths on issues of dress styles, musical tastes and language, thus threatening and weakening the long established local cultures. Hence the Zimbabwean government’s local content policy was established to reduce influences of alien cultures. This study, therefore, sought to establish if Mbare youth cultures confirm or reject the imitation of television cultures with regard to dress styles, music tastes and language. In addition, the investigation aimed at establishing the feasibility of using the local content policy to reduce foreign cultural intrusions vis-à-vis globalisation challenges. The three theories utilised in the discussion of the influence of television on Mbare youth culture in this study include the cultivation theory, the theory of hegemony and the uses and gratification theory. A qualitative study was adopted to gather data using focus group discussions, questionnaires and semiotic analysis. The sample of the study consisted of 87 participants and 4 Youth.com programmes. The study revealed that television has ideological and hegemonic functions. As such, it tends to be a dominant influence on the life styles and culture of Mbare youths. The study also established that Youth.com influences youth culture through music. In Zimbabwe music has become the most influential aspect of Youth.com despite not being specified in the local content policy on television broadcasting. Furthermore, the study shows that the implications of globalisation on local television content are undermining government efforts to preserve local cultures through the local content policy. The primary reason for this has to do with the fact that Youth.com programme does not contain a higher quota of local content as stipulated in the policy. However, although the local content policy was viewed as a political gimmick, the the study revealed that it was necessary in view of youths’ vulnerability to television’s ideological and hegemonic influences. Nevertheless, in view of the loopholes revealed by this study, the policy requires to be revised to cater for all the essential cultural elements, such as, music, which are allowing alien cultures to penetrate local ways of life. For instance, the urban groove music has major impacts on the culture of Mbare youths.
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Le, Roux Janell. "A cut and paste identity : an investigation of reality TV's role in postmodern identity construction with special reference to ordinary people as celebrities." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/1462.
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This study aimed to examine the construction of the identity of the participants within the reality TV programmes (Style Her Famous, My Celebrity Home and How Do I Look) as well as examined the representation of that identity as reflected in the change in participants from the beginning to the end of the program. Drawing on literature from fields such as postmodernism and its influence on culture, identity constructions and ordinary people as celebrities, an analysis of the three American reality TV shows Style Her Famous, My Celebrity Home and How Do I Look was conducted. An indepth content analysis with specific reference to comparative analysis further aided this study. A total of 18 episodes (six episodes for each programme) were collected and thoroughly analyzed where the ‘cut and paste identity’ of ordinary people as ‘celebrities’ constituted the hermeneutical key of the study. The episodes and programs have been scrutinized and have been systematically classified to enable an analysis of the observations. This study attempted to not only describe, but also to foster change in the representation of the identity of the participants of the above mentioned reality TV programmes. The study found that reality television plays a role in shaping the postmodern identity of ordinary people as celebrities. The study also found that the participants involved in the above mentioned programmes found it easy to make someone else’s identity their own. It appeared that the postmodern mind is easily influenced and willing to adopt an identity especially that of a celebrity. The participants involved in these programs claimed this identity as their own and then believed that the new identity was in fact who they ‘really are’ but in actual fact it is a beginning of a new sameness with somebody else. Hence the participants possessed a ‘cut and paste identity.’
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Frasca, Gonzalo. "Videogames of the oppressed : videogames as a means for critical thinking and debate." Thesis, Georgia Institute of Technology, 2001. http://hdl.handle.net/1853/17657.
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Cai, Xiao. "Television advertising and idealized images of the "good life" among adolescents in rural China." HKBU Institutional Repository, 2008. http://repository.hkbu.edu.hk/etd_ra/874.
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Blosser, Lois Lehman. "Problem resolution appeals used in television advertising: a content analysis." Thesis, Virginia Polytechnic Institute and State University, 1985. http://hdl.handle.net/10919/90915.
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The purpose of this study was to analyze the problem resolution appeals used in television advertisements. Data were collected by videotaping advertisements shown on local affiliates of the three national networks during September 1984, in Blacksburg, Virginia. An instrument developed for the study was used to code problem resolution appeals in a sample of 1380 national commercials.
A majority of the sample was found to have at least one problem. The problem type most frequently found was physical, followed by social, product, ego, and safety. The intensity (magnitude, urgency, and excitement value) of the problems presented was found to be high in a majority of the commercials. The time required for resolution to occur was judged to be immediate (within seconds or minutes) in over three-fourths of the advertisements. Resolutions were presented as definite and certain to occur in over three-fourths of the commercials and were shown to be easy to accomplish.
The findings of this study are useful as a description of the problems and resolutions presented in television advertising. They help to define one technique used by advertisers to sell products and may be instrumental in future studies that will investigate the impact of problem solving portrayals on consumers.<br>M.S.
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Johnson, Kirk. "Television and social change in rural India : a study of two mountain villages in Western Maharashtra." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape11/PQDD_0005/NQ44468.pdf.
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Yan, Xiaoping. "A discourse analytical study of TV talk-show therapy." HKBU Institutional Repository, 2008. http://repository.hkbu.edu.hk/etd_ra/863.
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Chan, Fong Yee. "Selling through entertaining : the effect of humor in television advertising in Hong Kong." HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/632.
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Ponono, Mvuzo. "The influence of viewing context on meaning making : a reception study of the popular drama series Intersexions in Ginsberg township." Thesis, Rhodes University, 2014. http://hdl.handle.net/10962/d1013093.
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This study examines the home as a context of viewing for the television programme Intersexions in the township of Ginsberg in the Eastern Cape. The central question asked is whether the household influences the interpretation of the programme. The research was mainly conducted through ethnographical methods of participant observation and focus group interviews. Six families were observed and six gender-based focus groups convened. Drawing from the work of Morley (1986) and Lull (1990) that argues that the home be taken more seriously as a context of viewing; this study posits that the home is a rule-bound micro-society that influences the interpretation of media messages. As a starting point, this study contends with the arguments that the South African government has been slow to acknowledge the extent of the problem presented by the HIV/AIDS pandemic. Much has been written about the inefficiency of state efforts to educate the public, with some pundits suggesting that government communications strategies have largely been outdated and thus resisted by audiences (Treffry-Goatley, Mahlinza & Imrie, 2013). To counter the pandemic, a large number of independent educational television serials have been launched in South Africa, and met with popular appeal since 1994. Furthermore, this development is in line with global trends of high audience ratings for Entertainment- Education (EE) programmes (Singhal et al., 1993). To investigate complex issue of EE reception by audiences in this burgeoning area of study, the programme at the centre of this study, Intersexions, is a good example. The serial, which concluded its second season in August 2013, is second to only the established soap opera, Generations, in television ratings in South Africa. Therefore, the impressive ratings garnered by educational serials in South Africa are a chance for audience studies to study audiences in context. This research investigates Intersexions using the understanding that television audiences must be analysed in "cultural and historic specific" sites because the struggle to make meanings of texts takes place at the moment when the text and subject meet (Fiske, 1987). This research investigates the assumption that the meanings made by audiences depend not just on the text, but also on environment. This means that the research delves into the situational context in which media are used and interpreted. Therefore, the central aim of this study is to analyse television viewing of the entertainment education programme, Intersexions, in the natural setting of the home, which is in line with analysing television viewers in cultural and historically specific sites.
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Vinall, Sarah A. J. "A critical look at nutritional value of commercials on the Nickelodeon Network." Scholarly Commons, 2008. https://scholarlycommons.pacific.edu/uop_etds/689.
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Food advertising aimed at children in America has been proven to directly impact food preferences, eating behavior and brand loyalty of youth (Story & French, 2004). The purpose of this study was to evaluate the content of television commercials that occurred during children's programming on the popular children's network Nickelodeon. This study examined the frequency, nutritional content and overall advertising techniques associated with food, beverage and restaurant commercials. It also assessed the degree to which children are being exposed to the promotion of unhealthy food, beverage restaurant commercials.
This study examined commercials that aired on the Nickelodeon Network between Monday, August 11 through Friday, August 15, 2008 between 3 p.m. and 5 p.m. on the Comcast Cable System in Stockton, California. The programming was recorded on a VHS tape and then later reviewed and analyzed. Each commercial was examined in the following areas: nutritional content; slogan; branded characters; premium; link to a movie and healthy message.
This study demonstrated that 40.65% of the commercials airing between 3 p.m. and 5 p.m. on the Nickelodeon television network are for food, beverage and/or restaurants. Twenty-six percent of food, beverage and restaurant commercials met or exceeded the daily recommended levels of fat, added sugars, and sodium, and fell short of providing essential nutrients as outlined by the United States Department of Agriculture (USDA) (United States Department of Agriculture, 2008).
The results of this study indicate that a considerable amount of food commercials targeting children as consumers. Government regulation seems unlikely due to the First Amendment, rights to free speech. This study points to several suggestions for advertisers, advocates, Children's Advertising Review Unit (CARU) teachers and parents to address the issue of advertising to children. Some of the suggestions include stricter self-regulation, education and parental responsibility.
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Robinson, Neil. "Alcohol Restraint Television Advertisements Targeted At Adolescents : A Three-way Comparison Of Reinforcement Styles On Attitude To The Advertisement, Attitude To The Cause And Attitude To The Act." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2003. https://ro.ecu.edu.au/theses/1501.
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Adolescent binge-drinking is an area of great concern in Australia as it is with many other developed countries around the world. Every year in Australia, Commonwealth and State health authorities invest considerable resources into trying to address this issue and the results have been described as being at best, mixed. Health promotion initiatives such as school programmes, media promotion and health programmes coupled w1th restrictions on supply of alcohol are all used to try and curb the incidence of adolescent binge drinking. In recent years television advertising has specifically been used to try and curb the incidence of adolescent binge-drinking behaviour. The aim of this study was to look more closely at the likely effectiveness of those advertising executions that are now commonly used to influence adolescents' attitudes and behaviours toward alcohol. To this end, three advertising executions were presented to 720 Perth school students who were mostly aged between 14-15 years old. The three advertising executions differed in that one was of a positive appeal execution type, one was of a negative advertising execution type, and the other was of a 'combination' negative/positive advertising execution type. After a review of the literature the expectation was that the combination advertising execution would most likely be the most effective advertising executions. The findings of this study were however, different to expectation. It was found that the negative execution performed similarly or perhaps even marginally better than the combination execution. In contrast, the positive execution appeared to carry less impact with adolescent audiences suggesting that of the three execution styles it is probably the least effective method for communicating to adolescents about alcohol restraint. In addition to these investigations into advertising executions other background research was also conducted. This research explored adolescent attitudes toward the whole idea of anti-binge drinking advertising. This area of investigation was thought to be important because marketing theory suggests that advertising requires positive attitudes from it's audiences to work at an optimum level. For example, it has been suggested that a positive attitude toward an advertisement not only makes the audience more receptive but it also makes consumers more approving of the product (or in this case the cause), and mane likely to act on the information. Adolescents were generally found to be concerned about alcohol abuse and seemed to be generally supportive of health promotion initiatives. These finding have therefore been discussed in this dissertation keeping in mind those findings regarding the three advertising executions. It is believed that studies such as this are of importance to our communities. It is for example, anticipated that the results from such studies have the potential to assist health promotion planners to plan their health promotion strategies mane effectively in future. It should be added too, the implications of studies such as these are that health promotion planners will not only be assisted in the future in the area of adolescent binge-drinking but also in other areas of health such as in the areas of illicit drug use, smoking or diet and exercise strategies.
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Moyo, Rachel. "Exploratory study of the University of Fort Hare students' perception of the role of global television in cultural homogenisation." Thesis, University of Fort Hare, 2013. http://hdl.handle.net/10353/d1005988.
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The implications of globalisation in African societies raise an interesting debate and also pose a challenge to 21st century scholars of media/cultural tradition. While the media/cultural imperialism theory views global media as perpetuating cultural imperialism, revisionist theories of the media such as the audience reception theory argue against this, saying that media texts can be negotiated with. Both sides have always provided facts to argue their cases and the argument between them remains fluid. This study, which is a quantitative survey of some University of Fort Hare students’ perception of the role of global television in cultural homogenisation, has adopted the second phase of revisionism which is a counter to the audience reception theory, arguing that in the process of interaction with media texts, there may be transference of cultural values. This study used the media imperialism theory and the cultivation theory in exploring respondents’ perceptions of whether global television is perpetuating cultural imperialism and consequently cultural homogenisation among receiving cultures. The study adopted the quantitative methodology and a self-administered questionnaire structured according to the Likert Scale of measurement was used to gather data. Four cultural products of language, music, dress and religion were used as the measurable indicators to determine perceptions of global television consumption’s influence in cultural imperialism. The study used the case of University of Fort Hare students since they are a heterogeneous group and because there is not much research done concerning the influence of technological advancement, especially on the youth in remote areas such as Alice town where Fort Hare is situated. Although there were problems in the sampling process, most respondents did seem to perceive the notion that global television consumption does perpetuate cultural imperialism and that this is consequently leading to cultural homogenisation to a certain extent. According to the sampled group, the measure of the extent of homogenisation caused by global television consumption was 67.69%, falling behind by 27.31% from the anticipated standard of 95%. The difference between the anticipated standard and the realised standard was attributed to the dialectical debates emanating from the study findings which were also reiterated in the literature review. Importantly, the respondents indicated their preference for local media productions while at the same time agreeing that they were often unavailable, which leaves them without much choice but to watch those Western programmes that are readily available on both local media stations and on global television. To this end, most students denied that their own cultural values have deteriorated.
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Ravert, Russell D. (Russell Douglas). "Hospitalized School-Age Children: Psychosocial Issues and Use of a Live, Closed-Circuit Television Program." Thesis, University of North Texas, 1993. https://digital.library.unt.edu/ark:/67531/metadc500433/.
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This descriptive study utilized semi-structured interviews and observations to examine the experiences of hospitalized school-age children, and explore the potential of a live, closed-circuit television program as a psychosocial intervention. Among findings, Phase I data from 16 subjects indicates a) concern with painful medical procedures, particularly intraveneous (IV) injections, b) a desire for more information, especially concerning medical equipment, c) a variety of responses to social issues among subjects, d) the importance of activities, and e) the central role of the hospital playroom. Phase II data indicates that live, closed-circuit television can provide ambulatory and room-bound children opportunities for making choices, social interaction, participation, and information on their environment. Conclusions and implications are included.
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Millard, Mary J. (Mary Jennifer). "A Comparative Study of the Trends of Comedy and Non-Comedy Television Genres and the Public's Attitudes Toward Economic Well-Being, According to a Survey of Gallup Polls, During a Thirty-Year Period from 1955- 1984." Thesis, North Texas State University, 1986. https://digital.library.unt.edu/ark:/67531/metadc500781/.
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This study is concerned with the problem of whether the public's attitudes toward economic well-being could be compared with the types of television programs made popular over a thirty-year period. Two measures were used to determine the public's attitudes toward economic well-being: 1) answers to questions of an economic nature; and 2) answers to questions that asked what was the most important problem. All data were compiled from Gallup polls administered during 1955 through 1984. The television genre data were compiled from sources by Brooks and Marsh, McNeil and Norback and Broadcasting magazine. No association existed among the three measures.
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Brown, Lois D. "The Influence of Out-Group Network Ties on the Television Usage and Attitudes of Mormon Women." Diss., CLICK HERE for online access, 1997. http://patriot.lib.byu.edu/u?/MTAF,15805.
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Lowdermilk, John Lloyd. "A Deconstruction and Qualitative Analysis of the Consumption of Traditional Entertainment Media by Elementary-Aged Children Diagnosed with Emotional Disorders." Thesis, University of North Texas, 2004. https://digital.library.unt.edu/ark:/67531/metadc4594/.
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This qualitative study examined whether a connection exists between children with emotional disorders consumption of traditional entertainment media and their subsequent vegative/anti-social classroom behavior. Research participants included six first-grade children diagnosed with an emotional disorder and their teacher. They were interviewed using a semi-structured approach. The students were observed in the natural setting of their classroom for a total of twenty-four hours, over a four-day period. Transcripts and classroom observations were analyzed, looking for connections between behavior and consumption of traditional entertainment media. Findings from this study concluded that these students used traditional entertainment media as a method of temporally escaping from the environment of their respective households.
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Perks, Lisa Glebatis. "A sketch comedy of errors: Chappelle's show, stereotypes, and viewers." Thesis, 2008. http://hdl.handle.net/2152/3946.
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Celebrities such as Halle Berry, Dave Chappelle, Kathy Griffin, and Don Imus have recently evoked public ire for making what some people have seen as tasteless jokes. Their notorious humorous communication shares two notable qualities: the discourse was mass mediated and the “jokes” were all premised on stereotypes. This two-part dissertation addresses the complicated subject of understanding the meanings viewers co-create with humorous mediated communication that is premised on racial stereotypes. I focus on Chappelle’s Show as my primary text of analysis, but the findings here have applicability to the wider genre of humorous mediated communication that is premised on stereotypes. In the first part of the dissertation I survey humor theory and humor criticism, noting weaknesses in the ways that communication scholars have previously studied humorous mediated texts. I then suggest that humor scholarship can be improved through two principal methods: 1. humor scholars of various academic disciplines need to use a unified set of terms that refer to the humor stimulus, humor motivation, and the possible effects of the humor, and 2. critics of humorous mediated texts need to approach them as a unique genre, with a critical lens that accounts for the polysemy inherent in many humorous texts. In the next part of the dissertation, I model a multi-methodological approach to mining the mélange of meanings in Chappelle’s Show. My in-depth case study of racial stereotype-based humor in Chappelle’s Show incorporates textual analysis of a dozen sketches, qualitative analysis of viewer opinions about the show, and a quantitative analysis of viewing behaviors as well as the relationship between viewing the show and prejudice. This multi-methodological approach helps better mine the polysemic meanings of the text because it explores the spectrum of the communication model from stimulus to receiver. I conclude that Chappelle’s Show can both encourage and reduce prejudice. While inconclusive conclusions are an anomaly in media criticism, I advocate the pursuit of such conclusions in humor criticism. Stereotype-based mediated comedic texts demand an exploration of their multiple meanings, not a definitive statement about how they should be interpreted or how they affect an audience.<br>text
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Skrzypiec, Grace K. "Adolescents, food behaviour and television." 1996. http://thesis.library.adelaide.edu.au/public/adt-SUA20031015.170530.
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Bibliography: leaves 156-165. Electronic publication; full text available in PDF format; abstract in HTML format. Several researchers have indicated that the emphasis placed by young people on body shape and appearance has been greatly shaped by the media. The aim of this research was to investigate this notion specifically with regard to televised media. It was hypothesised that there would be a relationship between media images, eating attitudes and dietary behaviours, particularly for teenagers with body-image self-schemas who were conscious of their appearance. Nine hundred and sixty five senior secondary school students, from 33 country and metropolitan, state and independent, co-educational and single-sex South Australian high schools were surveyed. Electronic reproduction.[Australia] :Australian Digital Theses Program,2001.
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Joubert, Johan Pierre Retief. "Houding teenoor televisie-advertensie : 'n psigometriese perspektief." Thesis, 1998. http://hdl.handle.net/10500/17036.
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Text in Afrikaans<br>Dit is belangrik vir bemarkingsorganisasies om die effek van bemarkingsaksies en meer
spesifiek reklame te meet van wee eskalerende koste-oorwegings. Wat die rol van
reklame in verbruikersgedrag betref, is die belewing van of houding-teenoor-reklame
konsepte van sentrale be lang. Aangesien die term bel ewing meer beskrywend is oor die
impak wat advertensies op verbruikers het word hierdie term algemeen gebruik. Hierdie
studie ondersoek die konsep advertensiewaardering en ontleed die invloed daarvan op
advertensiebelewing.
Die kyker-responsprofiel soos deur Schlinger (1979) ontwikkel, word algemeen gebruik
om televisiekykers se houding teenoor televisie-advertensies te meet.
Hierdie studie poog om die toepaslikheid en geldigheid van die kyker-responsprofiel
onder Suid-Afrikaanse televisiekykers te ondersoek. Die navorsingsmetode het uit twee
fases bestaan.
Die eerste fase was meer kwalitatief van aard, en ondersoek kykers se kognitiewe
struktuur van houding teenoor televisie-advertensies. Die teoretiese uitgangspunt tydens
hierdie fase is persoonlike-konstrukteorie. Repertoriumrooster onderhoude is met 50
volwasse televisiekykers (ouer as 16 jaar) uit verskillende taalgroepe gevoer. Daar is bevind dat kykers gemiddeld ses konstrukte gebruik ten einde die waarderingsvlak van
advertensies te bepaal. 313 Konstrukte is in totaal deur die 50 respondente ontlok.
Hierdie konstruke is deur individuele roosterontledings en ooreenkomsanalise tot 'n
aantal konstrukgroepe gereduseer. Beskrywings van konstrukgroepe is aan die hand van
n literatuurnavorsing gedoen. Die konstrukgroepe (tevredenheid, vermaaklikheid,
interessantheid, sosialiteit, duidelikheid, realiteit, tempo en emosialiteit) toon 'n mate van
ooreenstemming met die sewe Schlinger basisfaktore. Die onderliggende indiwiduele
konstrukte wat vermaaklikheid, sosialiteit tempo en interessantheid beskryf, toon hoe
korrelasies met waardering wat daarop dui dat waardering meer as net vermaaklikheid
behels.
Fase twee was meer kwantitatief van aard en het die ontleding van 382
kykerresponsprofiele behels. 'n Faktorontleding van die 32 Schlinger-items het sewe
basisfaktore tot gevolg. Die eerste vyf faktore (vermaaklikheid, verwarring, relevante
nuus, handelsmerkversterking en empatie) beskik oor soortgelyke faktorladings as
faktorontledings wat in die V.S.A. gedoen is. Hierdie bevinding dui daarop dat die
affektiewe belewingstruktuur van televisiekykers in Suid-Afrika grootliks dieselfde is as
kykers in die Verenigde State. Die ander twee faktore (familiariteit en vervreemding) se
ladings verskil van die in die Verenigde State maar hierdie verskille kan gegewe die aard
van die advertensies ( bestaande en nuwe advertensiekonsepte) en die kruiskulturele aard
van Suid-Afrikaanse kykers verklaar word. Die Schlingeritems is statisties beskryf en ontleed deur die rol wat die tipe advertensie (bestaande versus nuwe), produk-kategorie en kulturele teikenmark speel in waardering van advertensies te ondersoeK. Nuwe konsepte is geneig om meer vermaaklik en relevant
te wees. Zulu, Sotho en Xhose kykers is geneig om advertensies as meer positief te
beleef. Kosmetika en medisinale-, korporatiewe- en motoradvertensies is verder minder
vermaaklik as voedsel en handelsadvertensies.
Die Schlingeritems wat advertensiewaardering die beste beskryf en voorspel is bepaal
deur bondelontledings en meerdimensionele verskaling. Daar is gevind dat waardering
die mate waartoe 'n advertensie aan die vermaaklikheids, empatie en relevante nuus
doelwitte voldoen sonder om verwarrend, vervreemdend of oorbekend te wees.
Dit wil voorkom of daar twee dimensies bestaan wat die meeste variansie in
Schlingeritems verklaar naamlik waardering (positief of negatief) en relevansie.
Bondelontleding dui verder daarop dat 'n positiewe persepsie van 'n geadverteerde
handelsmerk kykers ontvanklik maak om meer van 'n advertensie te hou of te waardeer.<br>It is important that, given escalating cost considerations, marketing organisations
determine the effect that their marketing efforts have. With regard to the role of
advertising m consumer behaviour, attitude towards commercials is of utmost
importance. This study examined the liking of television advertisement concept and
analyses the effect of this concept on attitude towards television advertising.
The viewer response profile as developed by Schlinger (1979) is commonly used to
evaluate viewer's attitude towards television commercials. This study attempted to
investigate the applicability and validity of this instrument amongst South African
television viewers.
The study consisted of two phases. Phase one was more qualitative in nature and
investigated the viewer's cognitive structure of attitude towards television commercials.
The theoretical approach used during this phase was personal construct theory. It was
found that viewers on average use six constructs to evaluate whether they like or dislike
commercials. 313 Constructs were elicited and based on individual grid analyses and
correspondence analysis a reduced number of construct groups was identified. These construct groups ( contentness, entertainment, interesting, sociality, clearness,
reality, emotionality, and tempo) show a measure of similarity to the seven Schlinger
factors or dimensions. The individual constructs, which make up entertainment,
sociality, emotionality, tempo and interesting, show high levels of correlation with
advertisement liking. This finding suggests that advertisement liking involve more than
pure entertainment.
Phase two was more quantitative and consisted of analysing 382 viewer response
profiles. A factor analysis of the 32 items, which make up the viewer response profile,
resulted in seven factors. The first five factors (entertainment, confusion, relevant news,
brand reinforcement and empathy) show similar factor loading to factor analytical studies
done in the United State of America. The other two factors (familiarity and alienation)
show different loading to the United States of America study but these differences could
be explained given the nature of commercials tested (existing commercials and new
commercial concepts) and the cross cultural nature of South African viewers.
The Schlinger items were analysed in greater detail by investigating the role which type
of commercial (existing versus new), product category and cultural target market play in
liking of commercials.
New concepts are proven to be more entertaining, creative and relevant. Zulu and Sotho
viewers are likely to be more positively disposed towards television commercials while
cosmetic, medicine, corporate and motor vehicle commercials are less entertaining than
food and commercial commercials. Those Schlinger items, which best describe and predict commercials liking were
determined by using cluster and multi dimensional scaling techniques.
It is apparent from this analysis that likability is the extent to which the objective of
entertainment, empathy or relevant news is achieved without confusion, alienation or
familiarity. Cluster analysis furthermore suggests that a positive perception of an
advertised brand predispose viewers to higher levels of commercial liking. Multi
dimensional scaling suggest two dimensions explaining most of the Schlinger factor
variance namely liking (positive of negative) and relevance.<br>Industrial and Organisational Psychology<br>D. Com. (Bedryfsielkunde)
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Ugochukwu, Chioma Rita. "The cross-cultural effects of American television programs on Nigerian audiences." 2002. http://wwwlib.umi.com/cr/utexas/fullcit?p3110596.
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"外來電視媒介的使用與效果分析: 深圳靑少年收看香港電視硏究". 1992. http://library.cuhk.edu.hk/record=b5887320.
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稿本<br>論文(碩士)--香港中文大學硏究院新聞學系,1992.<br>參考文獻: leaves 137-143<br>黃漢龍.<br>Chapter 第一章 --- 緒 論 --- p.1<br>Chapter 一. --- 緒 言 --- p.1<br>Chapter 二. --- 硏究背景、動機與目的 --- p.2<br>Chapter 三. --- 研究對象與提問 --- p.5<br>Chapter 四. --- 研究意義 --- p.7<br>Chapter 五. --- 硏究方式與内容結構 --- p.8<br>Chapter 第二章 --- 理論基礎與文獻探討 --- p.12<br>Chapter 一. --- 大眾傳媒的功能 --- p.13<br>Chapter 二. --- 媒介效果與潛化分析 --- p.16<br>Chapter (一) --- 「社會文化模式」與「心理功 力模式」媒效果 --- p.16<br>Chapter (二) --- 「文化指標」與潛化分析硏究 --- p.20<br>Chapter 1. --- 「文化指標」與「暴力素描」 --- p.20<br>Chapter 2. --- 「暴力素描」與「潛化分析」 --- p.21<br>Chapter 3. --- 「潛化分析」的批評 --- p.23<br>Chapter 4. --- 「潛化分析」的研究的發展 --- p.26<br>Chapter 三. --- 國際電視傳播效果硏究 --- p.28<br>Chapter (一) --- 美國電視跨國傳统效果硏究 --- p.28<br>Chapter (二) --- 美國電視跨國潛化效果研究 --- p.29<br>Chapter 四. --- 本文就「潛化分析」分析架構之演化 --- p.33<br>Chapter 五. --- 本硏究潛化指標之構思過程 --- p.40<br>Chapter 六. --- 價值觀念與電視效果相關硏究 --- p.42<br>Chapter (一) --- 羅基價值研究 --- p.42<br>Chapter (二) --- 電視與價值觀念之傳统效果研究 --- p.44<br>Chapter (三) --- 電視與價值觀念潛化效果之初探性研究 --- p.46<br>Chapter (四) --- 個人主義與集體主義價值之分類 --- p.48<br>Chapter 七. --- 電視與休閒生活方式相關硏究 --- p.57<br>Chapter (一) --- 休閒的涵義 --- p.58<br>Chapter (二) --- 休閒生活方式形成的理論 --- p.59<br>Chapter (三) --- 休閒生活方式與媒介效果硏究 --- p.60<br>Chapter (四) --- 外來時尚與本土休閒生活方式 --- p.62<br>Chapter 第三章 --- 硏究設計與分析架構 --- p.66<br>Chapter 一. --- 研究假設 --- p.66<br>Chapter 二. --- 研究工具與主要變項之界定 --- p.67<br>Chapter 三. --- 研究抽樣 --- p.84<br>Chapter 四. --- 统計方法與分析步驟 --- p.86<br>Chapter 第四章 --- 硏究結果與資料分析 --- p.90<br>Chapter 一. --- 樣本特徵 --- p.90<br>Chapter 二. --- 假設驗證與分析 --- p.95<br>Chapter (一) --- 收看港視與價值觀念 --- p.95<br>Chapter 1. --- 受訪者價值之分析 --- p.95<br>Chapter 2. --- 價值次數分配分析 --- p.97<br>Chapter 3. --- 收看港視與個人主義價值 --- p.99<br>Chapter -1 --- 收看港視與個人目標價值 --- p.100<br>Chapter -2 --- 收看港視與個人能力價值 --- p.102<br>Chapter 4. --- 收看港視與集體主義價值 --- p.103<br>Chapter (二) --- 收看港視與休閒生活方式 --- p.105<br>Chapter 1. --- 受訪者休閒喜好分析 --- p.105<br>Chapter 2. --- 休閒喜好指標次數分配分析 --- p.108<br>Chapter 3. --- 收看港視與外來時尚休閒活動 --- p.109<br>Chapter 4. --- 收看港視與本土傳统休閒活動 --- p.111<br>Chapter 第五章 --- 結論與討論 --- p.115<br>註釋 --- p.134<br>中文書目 --- p.137<br>英文書目 --- p.138<br>受訪中學生背景資料<br>問 卷
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Bundy, Kaarre A. "Parenting behaviors : a content analysis of TV family situation comedies." Thesis, 1993. http://hdl.handle.net/1957/36458.
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Kingara, George Ngugi. "Ethnography of production practices in Kenyan television entertainment programmes: imagining audiences." Thesis, 2010. http://hdl.handle.net/10413/3559.
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How television entertainment programmes producers in Kenya conceptualise audiences is the primary objective of this study. It begins with a brief examination of how the operations of broadcast media institutions in Kenya have been historically linked to government and commerce. Throughout the history of television in Kenya, producers have conceptualised audiences in line with the political, economic and socio-cultural factors that were paramount in the instituting of broadcasting in this society. This historical background continues to shape the character of television entertainment programmes, and therefore how producers conceptualise audiences for these programmes. During their production practices, producers are also influenced by particular communication dynamics within which television programmes are produced and viewed. The dynamics of 'being the audience of television' include that the 'active audience' is autonomous in its various relationships with programmes content, yet the subjectivity of viewers to the institutional systems within which broadcasting happens constrains the audience‘s freedom in how it relates to entertainment programmes. Programme content hails and guides the audience into 'attending' to given shows in specific ways. This study reveals that the audience multi-facetedly relates with entertainment programmes, but the degree to which the audience can exercise its 'will' over the television text is limited. This is because television programmes are constructed meanings, framed and constricted by the elements that constitute them. Also, structures of culture constrain the plurality of the resources audiences have at their disposal as tools for 'reading‘ the programmes. The research-participant producers conceptualised the audience from a 'value-based‘ socio-cultural perspective. Therefore, they attached a kind of magnanimity to television as an institution for influencing in specific ways the segments of society they imagined watched it. Hence, producers of the particular entertainment programmes considered in this case study intended them to represent quality socio-cultural values for the social development of Kenyan society. In agreement with the producers, the audience respondents cited in this study appeared to consider entertainment programmes as important narratives capable of helping them better understand the social world they live in. They saw entertainment programmes as stories that authenticate their world by reflecting that world back to them.
Overall, the findings of this case study established that Kenyan producers of television entertainment programmes technically operated within the political economic conventions of television production. However, a strong philosophical, moral-value code appeared to guide the producers‘ sense of purpose and duty to their audience. Apparently, the producers‘ resolve to embed in programmes meanings that propagated particular socio-cultural ideals was as prominent as the institutional political economic objectives for which they were hired to fulfil. This 'extra‘ sense of purpose catalysed the producers‘ unique regard for entertainment programmes as functional narratives, whose primary objective it should be to elevate society‘s moral fabric. Conclusively, the research-participant producers employed an old-fashioned approach to conceptualizing the audience. They saw the audience as congregated in masses of social categories cemented together by a tangible cultural-national identity.<br>Thesis (Ph.D.)-University of KwaZulu-Natal, 2010.
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"The impact of prosocial T.V. cartoons on prosocial behaviors of junior secondary students (form one) in Hong Kong." Chinese University of Hong Kong, 1988. http://library.cuhk.edu.hk/record=b5885956.
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Smith, Rene. "Yizo, Yizo: This is it? Representations and receptions of violence and gender relations." Thesis, 2000. http://hdl.handle.net/10413/3558.
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Yizo Yizo, a South African drama series aired in 1999, received extraordinary positive and negative attention for its gritty depictions of township school life. The dissertation explores the relationship between the context, programme/text, the viewers/audiences, the content and the form of Yizo Yizo.
Representations of violence and gender relations in Yizo Yizo are the primary concern of the dissertation. Contextual analysis is followed by an outline of the narrative needed to engage viewers' responses. This outline forms the basis for a discussion on representations of violence and gender relations, utilising textual and audience analysis to interrogate the nature of images. Concluding chapters connect issues of representation and reality, completing the critical circle introduced in the opening chapters through an analysis of the programme's title. Yizo Yizo is examined using a cultural studies approach, assessing "the relationship between texts -- representations that produce meanings--- and their contexts" (Tomaselli, 1989:38). The methodology employed to deconstruct representations of violence, gender relations and realism, follows recent work on 'facticity' and essentialism in African-American cultural production (Smith, 1992; Lubiano, 1997). In reference to depictions of violence and gender relations, the dissertation follows the established monographs of the British Broadcasting Standards Council (BSC), the Independent Broadcasting Authority (IBA) of the United Kingdom, and the Human Sciences Research Council (HSRC) of South Africa (Gunter, 1986, 1987; Gunter & Wober, 1988; Cumberbatch & Howitt, 1989; Glanz 1994, respectively). Utilising textual and reception analysis, the study found Yizo Yizo's use of violence is substantiated through its dramatic intent. However, the drama fell short of exposing the 'myths' of township high schools. Thus, the viewer is left with dominant depictions of evil as responsible for the state of disequilibrium, leaving little room for an interrogation of the 'real' issues at Supatselo High. The series also side steps the historical context that impacts the present conditions of township learning. Moreover, the portrayal of female characters in the series perpetuates dominant patriarchal ideology by regurgitation myths and stereotypes. Research also highlighted the problem of viewing Yizo Yizo in an educational framework. The substantial drop in audience ratings for the final episode, which focused on a school that established or restored the 'culture of learning and teaching', indicates the series fell short of its educative potential. The series does not truly interrogate the socio-economic and political context of education in South Africa. Instead, the 'crisis' in education is paralleled with issues of delinquency rather than socio-economic inequalities of an educational system with a history tainted by the legacy of apartheid. A further finding indicates that due to violent content, language and other issues, the SABC should have scheduled the programme after 9pm, during the watershed period.<br>Thesis (M.A.)-University of Natal, 2000.
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Tager, Michele. "The Bold and the Beautiful and Generations : a comparative ethnographic audience study of Zulu-speaking students living in residences on the University of Natal's Durban campus." Thesis, 2002. http://hdl.handle.net/10413/3839.
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This thesis is an ethnographic study of the soap opera viewing patterns and interpretations of Zulu-speaking students living in residences on the Natal University's Durban campus who watch The Bold and the Beautiful (an American soap opera) and Generations (a South African soap opera). It presents an analysis of how the viewing practices of the students compare with the findings of soap opera audience studies conducted abroad. The students' motivations and reasons for watching both soap operas are investigated. The reason for choosing black students as subjects is that I wanted to determine how a soap opera (Generations) which is comprised largely of black cast members and designed with a young black audience in mind, is interpreted and impacts on the lives of said audience, when compared with an American soap opera (The Bold and the Beautiful) which has an almost exclusively white American cast, and is popular with young black viewers in spite of the fact that it appears on the surface to be unrelated to their everyday lives. Individual one-on-one interviews were conducted with 40 students, 20 male and 20 female. The interviews were analysed to gauge how the viewing behaviour of the students differs from, or is similar to, soap opera studies conducted elsewhere in the world. It emerged that the students watch in groups and not alone, and that watching Generations and The Bold and the Beautiful is a social activity, not motivated from loneliness or isolation. The ways in which the students relate to the characters and situations of both soap operas is also examined, in an attempt to establish the role that these two shows play in the creation of the students' identities. The students displayed a tendency to be more critical of Generations than of The Bold and the Beautiful in the sense that they compared it (unfavourably) in terms of quality of production, to its American counterpart, as well as in the sense that
they analysed storylines in terms of their own lived experiences and were quick to criticise Generations when they felt that it did not conform to their notions of the reality of being a black South African. They accepted situations and characters on The Bold and the Beautiful far less critically, although they did voice objections to certain characters and situations which they felt were morally questionable in terms of their understanding of right and wrong. It also became apparent that there was a greater emotional involvement with the
characters on The Bold and the Beautiful than with those on Generations.
The students interpretations of (and level of involvement with) situations, characters and storylines are examined, as well as the ways in which they derive pleasure from both soaps and incorporate them into their own lives.
In summary, this thesis examines the consumption of an American and a South African soap opera by a black South African audience .<br>Thesis (Ph.D.)-University of KwaZulu-Natal, Durban, 2002.
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Grobler, Johannes Marthinus. "'n Ondersoek van Afrikaanssprekendes se behoeftes aan Afrikaanse televisieprogramme : 'n gevallestudie." Diss., 2001. http://hdl.handle.net/10500/16883.
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Text in Afrikaans<br>Hierdie studie ondersoek die behoeftes van Afrikaanse televisiekykers aan Afrikaanse
televisieprogramme te midde van die veranderinge wat sedert demokratisering aan die
Suid-Afrikaanse medialandskap plaasvind. Hierdie behoeftes word ondersoek by wyse
van 'n gevallestudie ender graad 10-leerders in Pretoria. Die gebruike- en
bevredigingsbenadering dien as teoretiese onderbou vir die studie en die invloed van 'n
aantal veranderlikes word ondersoek. Hierdie veranderlikes is televisiegerig (inhoud,
aanbod en struktuur van Afrikaanse programme), tegnologiegerig (nuwe mediategnologiee
socs satelliettelevisie en die Internet) en kykergerig (sosio-kulturele, persoonlike en
demografiese faktore). Die studie bevind dat daar 'n verband is tussen hierdie
veranderlikes en respondente se behoeftes aan Afrikaanse televisieprogramme. Die
studie bevind dat Afrikaanse programme nie respondente se behoeftes bevredig nie.
Nuwe mediategnologiee verbreed respondente se sosio-kulturele horlE;onne sodat hulle
gemaklik met programme in Engels omgaan. Te midde van die toenemende aanbod van
oorsese programme in Engels, neem die behoefte aan Afrikaanse programme af.<br>This study investigates the need for Afrikaans television programmes among Afrikaans
viewers in the changing media environment in South Africa. Needs are studied by means
of a case study among grade 10 learners in Pretoria. The uses and gratifications
approach serves as the theoretical framework of the study and a number of variables are
investigated. These variables are television driven (supply, content and structure),
technology driven (new media technologies such as satellite television and the Internet)
and viewer driven (socio-cultural, personal and demographic factors). The study finds that
there is a connection between these variables and the need for Afrikaans programmes
among respondents. The supply, content and structure of Afrikaans programmes do not
gratify respondents' needs. New media technologies broaden respondents' socio-cultural
horizons, enabling them to comfortably watch English programmes. Amidst the increasing
supply of overseas programmes in English, the need for Afrikaans programmes is
diminishing<br>Communication Science<br>M. A. (Kommunikasiekunde)
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Pitout, Magriet. "Televisie en resepsiestudie : 'n analise van kykersinterpretasie van die seep-opera Egoli - Plek van Goud." 1996. http://hdl.handle.net/10500/15793.
Full textAbstract:
Hierdie proefskrif is 'n verkennende ondersoek na kykers se interpretasie van die seep-opera Egoli - Piek
van Goud. Die basiese vertrekpunt van die studie is die teks-leserontmoeting waar gelyke status aan die boodskap ('n teks) en die ontvanger ('n kyker) gegee word. Uit so 'n ontmoeting ontstaan kykers se interpretasies. Die tweeledige ondersoek plaas die proefskrif binne die teoretiese en metodologiese raamwerk van resepsiestudie om die komplekse interaksie tussen 'n teks en die ontvanger te ondersoek.
Die twee komponente word binne spesifieke historiese en kulturele kontekste geplaas, te wete die veranderende politieke en ideologiese klimaat in Suid-Afrika asook die sosio-kulturele en politieke kontekste van die deelnemers.
Die deelnemers van hierdie studie is groepe bruin-, swart- en witvroue. Groeponderhoude (fokusgroepe) is met ses groepe vroue tydens hul etensuur by die werkplek gevoer. Die onderhoude is rondom die volgende temas gestruktureer: romanse, identifikasie, parasosiale interaksie, sosiale interaksie, intertekstualiteit en Egoli as 'n forum vir die uitbeelding van Suid-Afrikaanse werklikhede.
Kykers se interpretasie van die temas is ontleed aan die hand van referensiele, onderhandelde en kritiese interpretasierame. Daar is gevind dat die verskillende kultuurgroepe in 'n groat mate dieselfde
interpretasierame gebruik in hul interpretasie van die verskillende temas. Die opvallendste verskil tussen die groepe is die wyse waarop die deelnemers die tema Egoli as 'n forum vir die uitbeelding van die SuidAfrikaanse werklikhede vertolk: as gevolg van verskillende sosio-kulturele en politieke omstandighede in Suid-Afrika het die deelnemers waarskynlik interpretasierame ontwikkel wat aan daardie omstandighede gekoppel kan word.
In die studie is aangetoon dat die hermeneutiek en resepsieteorie nuttige verklarings gee van die elemente in die seep-operateks wat kykersbetrokkenheid stimuleer en die proses van interpretasie. Die proses verloop soos volg: deelnemers het bepaalde verwagtings oor 'n program; hulle moet die uitgebeelde werklikheid(e) herken en die boodskappe dan toe-eien. Hierna word boodskappe 'n kultuur binnegedra deur middel van sosiale diskoers. Die teoretiese onderbou het voorts aan die lig gebring dat deelnemers se interaksie met
en interpretasie van Egoli 'n vorm van spel is. Empiriese bewyse is gevind dat die deelnemers op speelse wyse
• oor karakters 'skinder';
• spekuleer oor romantiese assosiasie;
• met karakters identifiseer; en
• parasosiale verhoudings met karakters aanknoop.<br>Text in Afrikaans<br>This thesis is an exploratory study of viewers' interpretation of the soap opera Egoli - Place of Gold. The basic point of departure is the text-viewer encounter where equal status is given to the message (text) and the recipient (viewer). Viewers' interpretations develop from this encounter. This dichotomous investigation places the thesis within the theoretical and methodological framework of reception study
where the complex interaction between a text and the recipient is examined. The two components are placed within specific historical and cultural contexts, namely the changing political and ideological climate in South Africa, as well as the socio-cultural and political contexts of the participants.
The groups participating in this study consisted of coloured, black and white women. Six group interviews (focus groups) were held with these women during their lunch-hour at the workplace. The interviews were structured around the following themes: romance, identification, parasocial interaction, social interaction,intertextuality and Egoli as a forum for the portrayal of South African realities.
Viewers' interpretations of these themes were analysed according to referential, negotiated and critical interpretative frames. It was largely found that the various cultural groups use the same interpretative
frames to interpret the various themes. The exception was the way participants interpreted Egoli as a forum for the portrayal of South African realities: because of different socio-cultural and political
circumstances in South Africa the participants may have developed interpretation frames that could be linked to these circumstances.
Hermeneutics and reception theory provide useful explanations of these elements in a soap opera text that stimulate viewers' involvement and the process of interpretation. This process proceeds as follows:
participants have specific expectations regarding a programme; they must recognise the realities depicted and then appropriate the messages. Thereafter messages are incorporated into a culture by means of social discourse. A further important theoretical finding was that the participants' interaction with and interpretation of Egoli takes the form of play. It was empirically determined in this study that participants playfully
• speculate about romantic association;
• engage in gossip about characters;
• identify with characters; and
• develop parasocial relationships with characters.<br>Summaries in English and Afrikaans<br>Communication Science<br>D. Litt. et Phil. (Communication Science)
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Kohaly, Dawn Felicity. "The Nollybook phenomenon." Diss., 2015. http://hdl.handle.net/10500/19843.
Full text
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Msibi, Bongumusa Collen. "Transvaluative analysis of Zulu terms that relate to women : a case study of a TV drama series, Kwakhalanyonini, with reference to gender stereotypes." Thesis, 1996. http://hdl.handle.net/10413/6173.
Full textAbstract:
The aim of this study is to explore the relationship between media, language and gender stereotypes. It assumes that language usage in mass media creates and reproduces gender inequalities. Its main objectives are firstly, to randomly select terms for Zulu women from the chosen TV case study, Kwakhalanyonini. Secondly, selected terms will be analyzed, using the 'transvaluative analysis technique', in order to explain their meaning and hierarchy. This having been done, an attempt will be made to show how the usage of these terms reflect gender stereotypes, by locating women into subordinate positions. A question may well be asked; why Zulu language? I am a native Zulu speaker, with Zulu speaking parents.<br>Thesis (M.A.)-University of Natal, Durban, 1996.