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Isidingo as entertainment-education: female viewers’ perceptions

female viewers’ perceptions

Nadia van der Merwe
University of Johannesburg
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Isidingo as entertainment-education: female viewers’ perceptions. (2022). Communicare: Journal for Communication Studies in Africa, 24(2), 47-65. https://doi.org/10.36615/jcsa.v24i2.1775
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  • Submited: October 20, 2022
  • Published: October 24, 2022

Abstract

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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How to Cite
Isidingo as entertainment-education: female viewers’ perceptions. (2022). Communicare: Journal for Communication Studies in Africa, 24(2), 47-65. https://doi.org/10.36615/jcsa.v24i2.1775

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