MIDLANDS STATE UNIVERSITY FACULTY OF SOCIAL SCIENCES DEPARTMENT OF MEDIA AND SOCIETY STUDIES Dissertation Topic: THE ROLE OF ZBC TV PROGRAMME “POSITIVE TALK” IN INFORMING AND EDUCATING ON HEALTH RELATED ISSUES. BY KENNY ANYWAY MAKUYANA REGISTRATION NUMBER R101268G This dissertation is submitted in partial fulfillment of the requirements of the Bachelor of Science in Media and Society Studies Honours Degree at Midlands State University. November 2013 Gweru: Zimbabwe The role of ZBC TV “Positive Talk” in informing and educating on health related issues R101268G Page i LIST OF ACROYNMS AIDS Acquired Immune Deficiency Syndrome AIPPA Access to Information and Protection of Privacy Act BSA Broadcasting Service Act FGD Focus Group Discussion GBV Gender Based Violence HIV Human-immune Virus PSI Population Services International POSA Public Order and Security Act RBC Rhodesia Broadcasting Corporation MISA Media Institute of Southern Africa MSU Midlands State University SAfAIDS Southern African HIV and AIDS Dissemination Services SRH Sexual and Reproductive Health SRHR Sexual Reproductive Health and Rights STI Sexually Transmitted Infection UNAIDS Joint United Nations Program on HIV/AIDS UNFPA United Nations Populations Fund VAN Video Audio Network VMCZ Voluntary Media Council of Zimbabwe VCT Voluntary Counseling and Testing ZBC Zimbabwe Broadcasting Corporation ZBC TV Zimbabwe Broadcasting Corporation Television ZBH Zimbabwe Broadcasting Holding ZNFPC Zimbabwe National Family Planning Council ZTV Zimbabwe Television ZUJ Zimbabwe Union of Journalists The role of ZBC TV “Positive Talk” in informing and educating on health related issues R101268G Page i ABSTRACT This study explores the role of ZBC TV programme “Positive talk” in informing and educating on health related issues targeting youths. The study explored the youth’s perceptions on the content of ZBC TV programme “Positive Talk” in accounting for the youth’s preferences and pleasures. The possibility of television providing an alternative arena for health discourses. Informed by the need to analyze how health related issues can be enhanced. The study was largely influenced by the development theory. This study looks at how ZBC TV programme “Positive Talk” is influencing responses, attitudes and behaviour to reduction of STI’s, unwanted pregnancies including HIV/AIDS among other sexual reproductive health concerns for youths. It was noted in this study that ZBC TV programme “Positive Talk” is central to health responses targeting youths as evidenced in this study. This study makes an attempt to localize such understanding so that the role of ZBC TV programme “Positive Talk” in informing and educating on health related issues is understood within Zimbabwean context of programming or health communication. The role of ZBC TV “Positive Talk” in informing and educating on health related issues R101268G Page ii TABLE OF CONTENTS APPROVAL FORM ................................................................ Error! Bookmark not defined. RELEASE FORM .................................................................... Error! Bookmark not defined. LIST OF ACROYNMS .............................................................................................................. i ABSTRACT ............................................................................................................................... ii TABLE OF CONTENTS ......................................................................................................... iii LIST OF TABLES ................................................................................................................. viii LIST OF FIGURES .................................................................................................................. ix LIST OF APPENDIX ................................................................................................................ x CHAPTER 1 .............................................................................................................................. 1 1:1 Introduction ...................................................................................................................... 1 1:2 Background of the Study ................................................................................................. 1 1:3 Statement of the Problem ................................................................................................. 3 1:4 Significance of the study.................................................................................................. 3 1:5 Research Objectives ......................................................................................................... 3 1:6 Main Research Question .................................................................................................. 4 1:7 Sub Research Questions................................................................................................... 4 1:8 Assumptions of the study ................................................................................................. 4 1.9 Delimitations .................................................................................................................... 4 1.10 Limitations ..................................................................................................................... 5 1.11 Definition of key terms .................................................................................................. 5 1:12 Structure of the study ..................................................................................................... 5 1:13 Chapter summary ........................................................................................................... 5 CHAPTER 2 .............................................................................................................................. 7 LITERATURE REVIEW AND THEORETICAL FRAMEWORK ......................................... 7 2.1 Introduction ...................................................................................................................... 7 The role of ZBC TV “Positive Talk” in informing and educating on health related issues R101268G Page iii 2.1.1 Literature Review...................................................................................................... 7 2.1.2 Interpreting Television: The Nationwide Project ..................................................... 7 2.1.3 Encoding and Decoding Model: Stuart Hall ........................................................... 10 2.1.4 Satisfying audience tastes and needs within a public service broadcaster .............. 11 2.2 Theoretical Review ........................................................................................................ 12 2.2.1 Public Sphere .......................................................................................................... 12 2.2.2 Development theory ................................................................................................ 13 2.2.3 Democratic participant theory................................................................................. 18 2.2.4 Cultivation theory ................................................................................................... 20 2.3 Chapter Summary .......................................................................................................... 22 CHAPTER 3 ............................................................................................................................ 23 RESEARCH METHODS AND METHODOLOGY............................................................... 23 3.1 Introduction .................................................................................................................... 23 3.2 Research Design............................................................................................................. 23 3.3 Population ...................................................................................................................... 23 3.4 Research Units of Study................................................................................................. 24 3.5 Sample size .................................................................................................................... 24 3.5.1 Sampling ................................................................................................................. 24 3.5.2 Convenience Sampling ........................................................................................... 25 3.5.3 Quota Sampling ...................................................................................................... 25 3.6 Methods of data gathering ............................................................................................. 25 3.6.1 Direct Observation .................................................................................................. 25 3.6.2 Participant Observation ........................................................................................... 26 3.6.3 The Questionnaire ................................................................................................... 26 3.6.4 In depth Interviews ................................................................................................. 27 3.6.5 Focus Group Discussions ........................................................................................ 27 The role of ZBC TV “Positive Talk” in informing and educating on health related issues R101268G