Mtandika, Nancy
(2013)
The Role of Entertainment Television in Shaping Social Behaviour of Children. A case of Kinondoni Municipality in Dar Es Salaam Region.
Masters thesis, The Open University of Tanzania.
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.
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