Isidingo as entertainment-education
In developing countries, the popular media can be used effectively to address social problems (Vaughan, Rogers, Singhal & Swalehe, 2000:82). In recent decades, various developmental, educational and other socially useful messages have often been included in the content of soap operas (Mody, 199...
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1775 |
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| Summary: | In developing countries, the popular media can be used effectively to address social
problems (Vaughan, Rogers, Singhal & Swalehe, 2000:82). In recent decades, various
developmental, educational and other socially useful messages have often been included
in the content of soap operas (Mody, 1991).
The producers of South African soap opera Isidingo are acutely aware of their social
responsibility and therefore attempt to make a contribution towards social change and
nation building. As such, Isidingo employs positive role models to transmit pro-social
messages to its viewers. This paper will report on a study that explored the application
of the entertainment-education (E-E) strategy in the local soap opera Isidingo by
investigating the perceptions of female viewers in respect of self-reported knowledge
acquisition, attitudes and behavioural changes due to watching this programme.
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| ISSN: | 0259-0069 2957-7950 |