Effect of Media Entertainment on Youth Behavior: the Case of Wasafi Media in Tanzania.

Mtakasimba, Sophia (2023) Effect of Media Entertainment on Youth Behavior: the Case of Wasafi Media in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

Entertainment media particularly television has evolved into a potent force in the transmission of social values and norms in a civilized society. Moreover, there are television stations that emerged with specialized programming in entertainment, called entertainment television. This study sought to assess the effect of media entertainment influenced on youths’ behaviuor with three specific objectives namely; to determine the youth daily use of media entertainment to examine both positive and negative effects of media entertainment on youth behaviuor as well as to suggest ways of protecting youths from the effects of media entertainment. Cultivation theory was applied to show how misshaped, yet repetitive represented reality gradually dominates the worldview of heavy viewers, who rely on media as main source of belief and values. The study adopted a research design which focuses on both quantitative and qualitative approaches. The study used two techniques of data collection namely, questionnaires and in-depth interviews. The researcher examined the entire population in order to totally eliminate sampling error. The results were presented by using frequency tables and descriptions. The findings indicated that entertainment media makes youths lazy and addicted, destroy social relationships and facilitated bad sexual behaviours among youths. The research recommended that training on better usage of the entertainment media are needed to youths so as to minimize time wastage on chatting and other irrelevant engagements that are not of major importance on their lives. Keywords: Media, Media entertainment, Youth Behavior, Wasafi Media.

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