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The Role of Entertainment Television Programmes In CORE Metadata, citation and similar papers at core.ac.uk Provided by Digital Library of Open University of Tanzania THE ROLE OF ENTERTAINMENT TELEVISION PROGRAMMES IN SHAPING SOCIAL BEHAVIOUR OF CHILDREN: A CASE OF KINONDNONI MUNICIPALITY IN DAR ES SALAAM REGION NANCY MTANDIKA A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE AWARD OF THE MASTERS DEGREE IN SOCIAL WORK OF THE OPEN UNIVERSITY OF TANZANIA 2013 ii CERTIFICATION The undersigned certify that they have read and hereby recommend for acceptance by the Open University of Tanzania a dissertation entitled: The Role of Entertainment Television in Shaping Social Behaviour of Children. A case of Kinondoni Municipality in Dar Es Salaam Region, Tanzania in fulfillment of the requirements for the degree of Master of Social Work, Open University of Tanzania. ………………………………………………… Prof. Hosea Rwegoshora (Supervisor) …………………………………………………. Date iii COPYRIGHT No part of this thesis may be reproduced, stored in any retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission of the author or the Open University of Tanzania in that behalf. iv DECLARATION I, Nancy Mtandika, declare that this dissertation is my own original work and that it has not been presented and will not be presented by any other person at the Open University of Tanzania for a similar or any other degree award. ……………………………………………. Signature ……………………………………………… Date v ACKNOWLEDGEMENTS I would like to thank my supervisor Professor Rwegoshora of Open University of Tanzania for his guidance, Alpha High School students and teachers especially Mr. Miti and Mr. Vitalis, parents and social welfare officers of Kinondoni who participated in this research. For moral support I would like to thank my family for all their support during my research. vi ABSTRACT Television as an electronic medium of communication has evolved into a potent force to be reckoned with in the transmission of social values and norms in a civilised society. It has not only become a part of everyday life, but serves as a veritable source of information, education and entertainment by the reason of its dramatic and demonstrative powers. It was observed that teenagers fall into the category of media audience that spends a lot of time watching TV. Therefore, it plays an important role in structuring their lives in some shape and form also leading to the likelyhood of forming false ideals.The study sought to find out the frequency of teenagers’ exposure to entertainment TV; the kinds of entertainment programmes they watch; what they pay attention to in the programmes they watch; and how the entertainment programmes shape their world view concerning social behaviour in their environment. The results of the study showed that children frequently watched entertainment TV as represented by 92.5% of them who indicated so. It was also evident that there was a significant relationship between children’s frequency of exposure to entertainment television and programmes, and its role in shaping their social behaviour. It was also noted that the influence of the programmes on the children could be negative or positive depending on the individual child and the kind of programme he or she is exposed to. The study recommends that television entertainment programme developers and broadcasters should develop, produce and broadcast entertainment programmes with high positive values, while the negative social values should be de-emphasized. vii TABLE OF CONTENTS CERTIFICATION ..................................................................................................... ii COPYRIGHT ............................................................................................................ iii DECLARATION ....................................................................................................... iv ACKNOWLEDGEMENTS ....................................................................................... v ABSTRACT ............................................................................................................... vi LIST OF TABLES ..................................................................................................... x LIST OF FIGURES .................................................................................................. xi LIST OF APPENDICES ......................................................................................... xii LIST OF ABBREVIATIONS ................................................................................ xiii CHAPTER ONE ........................................................................................................ 1 1.0 INTRODUCTION ................................................................................................ 1 1.1 Background to the Problem ................................................................................ 1 1.2 Statement of the Problem .................................................................................. 3 1.3 General Objectives ............................................................................................ 4 1.4 Specific Objectives............................................................................................ 4 1.5 Research Questions ............................................................................................ 5 1.6 Significance of the Study ................................................................................... 5 CHAPTER TWO ....................................................................................................... 6 2.0 LITERATURE REVIEW AND THEORETICAL FRAMEWORK ............. 6 2.1 Introduction ........................................................................................................ 6 2.2 Empirical Review ............................................................................................... 6 2.2.1 Studies in America and Europe ........................................................................... 7 viii 2.2.2 Studies in Africa ................................................................................................ 9 2.3 Theoretical Framework .................................................................................... 10 2.3.1 The Social Learning Theory ............................................................................. 10 2.3.2 The Modeling Process ....................................................................................... 12 2.3.3 The Cultivation Theory ................................................................................... 14 2.4 Knowledge Gap Analysis ................................................................................. 16 CHAPTER THREE ................................................................................................. 17 3.0 RESEARCH METHODOLOGY ..................................................................... 17 3.1 The Study Area ................................................................................................ 17 3.2 Research Design ............................................................................................... 18 3.4 Study Population .............................................................................................. 18 3.5 Sampling Procedure ......................................................................................... 19 3.5.1 Random Sampling ......................................................................................... 20 3.5.2 Purposive Sampling ...................................................................................... 20 3.6 Methods of Data Collection ............................................................................. 21 3.6.1 Questionnaires ............................................................................................... 21 3.6.2 In Depth Interviews ....................................................................................... 21 3.6.3 Desk Review .................................................................................................... 22 3.7 Data Processing and Data Analysis ................................................................. 22 3.8 Duration of the Research .................................................................................. 23 3.9 Ethical Considerations ..................................................................................... 23 3.10 Limitation of the Study .................................................................................. 23 CHAPTER FOUR .................................................................................................... 24 4.0 DATA PRESENTATION AND ANALYSIS ................................................... 24 ix 4.1 Introduction ...................................................................................................... 24 4.2 Distribution of Respondents According to their Age and Gender ................... 24 4.3 Frequency of Children in Watching Entertainment Television ....................... 25 4.4 Types of Entertainment Programmes Children Watch on Television ................. 29 4.5 How Entertainment Programmes of TV Stations Shape Children’s World View Concerning Social Behaviour in their Environment ......................................... 32 CHAPTER FIVE ...................................................................................................... 36 5.0 CONCLUSION AND RECOMMENDATIONS ............................................
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