Submitted in accordance with the requirements tor the degree of MA in Communication Science university of Zululand, 2008. / Television, unlike radio combines several factors of sight, sound, and motion and colour into one composite whole. Television has an immeasurable impact on the lives of the people with its information, educational and entertaining programmes. It is a powerful force for integration, which it does by providing for citizens of a country, access to the variety of messages, which they need in order to know and understand one another. On the other hand, television has been blamed for causing atrocity and crime in society by some critics. This study investigates the effectiveness of public broadcasting media as agents of transformation (A case study of the impact of the South African Broadcasting Corporation K 2 and 3 on Esikhawini Township: KwaZulu-Natal). The first part of the study reviews literature on communication, broadcasting media; transformation effects of television, policy and legislation of the South African Broadcasting Corporation and functions of the South African broadcasting complaints. Subsequent chapters describe the construction of a survey instalment employed to measure and evaluate public broadcasting media as agents of transformation in society. Penultimate chapters blend the insights gained from this literature review to interpret the results, obtained through the quantitative research methodology, to describe a set of conclusions and recommendations in the context of public broadcasting media as an agent of transformation in society.

Made available in DSpace on 2016-10-13T14:10:30Z (GMT). No. of bitstreams: 1 limites_do_publico_e_privado_.pdf: 3488526 bytes, checksum: d78a06c70776fdef8723c94648f204d5 (MD5) Previous issue date: 2009-03-17 / The proposal of this study is to reflect on how public television is perceived by its viewers and the cultural content it is expected to provide. It endeavors to explore the cultural imagination of this mass media segment, by examining its ideal format, the pivotal role it plays and the value attributed to it. In an effort to consolidate these perceptions the study also attempts to evaluate the perceived boundaries that separate the public and private spheres of this section of the mass media landscape, by analyzing the extent to which the sale of private advertising, in an effort to provide public television with financial sustainability, can at the same time provoke ethical concerns among the citizen-viewers. More specifically it aspires to study how the citizen-viewer understands and acknowledges the different forms of financing that are available for a public television system. Then based on qualitative research, the ethical and esthetic questions surrounding Brazilian public television are analyzed by investigating whether or not this society s concept of ideal public television can include advertising / O trabalho propõe-se a refletir sobre como a TV pública é percebida por seu telespectador e seu esperado conteúdo cultural. Busca-se explorar o imaginário cultural deste espaço midiático, sua forma ideal, seu papel e o valor a ele atribuído. Consubstanciando tal entendimento, procura-se ainda avaliar as fronteiras percebidas entre as esferas públicas e privadas nesta paisagem midiática. Pretende-se analisar em que medida a venda de espaços publicitários à iniciativa privada, na estratégia de sustentabilidade financeira da TV pública, pode suscitar preocupações éticas no público-cidadão. Mais especificamente, aspirou-se estudar como o público-cidadão entende e acolhe as diferentes formas de financiamento de um sistema publico de televisão. Com base em pesquisa qualitativa, a autora faz um ensaio sobre questões éticas e estéticas acerca da televisão pública no Brasil, investigando se a concepção de TV pública ideal da sociedade comporta a publicidade