The use of television by blacks in the PWV area
This article focuses on Rayburn and Palmgreen's (1984) expectancy-value model of gratifications to determine the way in which members of a group of blacks utilize television as a mass medium to satisfy certain needs through selective exposure to their favourite programmes. Also, an attempt is...
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| Language: | English |
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University of Johannesburg
2022-11-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2032 |
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| author | S. J. Bekker |
| author_facet | S. J. Bekker |
| author_sort | S. J. Bekker |
| collection | DOAJ |
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This article focuses on Rayburn and Palmgreen's (1984) expectancy-value model of gratifications to determine the way in which members of a group of blacks utilize television as a mass medium to satisfy certain needs through selective exposure to their favourite programmes. Also, an attempt is made to test the basic assumptions of the model. The sample consisted of 703 urban blacks in the PWV area, and was divided into four groups, viz. a satisfied, unrealistic, surprised, and passive group for each of news, educational, and story programmes. The results indicate that the majority of the respondents are satisfied with these television programmes of the SABC. It appears as if the model, which was tested for the whole sample regarding various programmes, should be adapted to enhance its applicability for intercultural studies and the use of television in general
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| format | Article |
| id | doaj-art-798d412c4993429e9bbcd2554d3cc87c |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-798d412c4993429e9bbcd2554d3cc87c2025-01-20T08:45:01ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-0110110.36615/jcsa.v10i1.2032The use of television by blacks in the PWV areaS. J. Bekker0Vista University This article focuses on Rayburn and Palmgreen's (1984) expectancy-value model of gratifications to determine the way in which members of a group of blacks utilize television as a mass medium to satisfy certain needs through selective exposure to their favourite programmes. Also, an attempt is made to test the basic assumptions of the model. The sample consisted of 703 urban blacks in the PWV area, and was divided into four groups, viz. a satisfied, unrealistic, surprised, and passive group for each of news, educational, and story programmes. The results indicate that the majority of the respondents are satisfied with these television programmes of the SABC. It appears as if the model, which was tested for the whole sample regarding various programmes, should be adapted to enhance its applicability for intercultural studies and the use of television in general https://journals.uj.ac.za/index.php/jcsa/article/view/2032Rayburn and Palmgreen's (1984)blacks utilize televisionmass mediumthe PWV areaSABC |
| spellingShingle | S. J. Bekker The use of television by blacks in the PWV area Communicare Rayburn and Palmgreen's (1984) blacks utilize television mass medium the PWV area SABC |
| title | The use of television by blacks in the PWV area |
| title_full | The use of television by blacks in the PWV area |
| title_fullStr | The use of television by blacks in the PWV area |
| title_full_unstemmed | The use of television by blacks in the PWV area |
| title_short | The use of television by blacks in the PWV area |
| title_sort | use of television by blacks in the pwv area |
| topic | Rayburn and Palmgreen's (1984) blacks utilize television mass medium the PWV area SABC |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2032 |
| work_keys_str_mv | AT sjbekker theuseoftelevisionbyblacksinthepwvarea AT sjbekker useoftelevisionbyblacksinthepwvarea |