Orientador: Maria da Graça Mello Magnoni / Banca: Regina Célia Baptista Belluzzo / Banca: Paulo Augusto Nardi / Resumo: Em tempos de mídias digitais e convergentes, a televisão ainda é um meio de comunicação abrangente e predominante entre as camadas sociais populares. Historicamente, a TV apresenta programas que afetam o mundo de conveniência social, ou influenciam a visão de realidade de muitos telespectadores. Em 1972, Vila Sésama estreou na TV brasileira como um programa educativo com grande sucesso de audiência. A série educativa é uma versão do seriado Sesamo Street, produzido nos Estados Unidos há quase meio século, onde preserva uma audiência expressiva entre as crianças. No Brasil, o programa foi produzido por uma parceria entre a Rede Globo e a TV Cultura de São Paulo e era exibido pelas duas emissoras. A parceria durou até 1974, quando a Globo assumiu a produção e o veículo até 1977, quando foi retirado do ar porque produzi-lo era cara demais. Quase quatro décadas depois do final do Vila Sésamo brasileiro, a TV Cultura decidiu relançar o programa no final de 2007, com a finalidade de fortalecer a emissora no segmento da progamação infantil. Essa pesquisa tem o programa infantil Vila Sésamo como objeto de estudo tomando como material empírico os conteúdos veiculados pelos programas nos diferentes períodos em que foram exibidos, buscando verificar o potencial educativo da série em momentos distintos da nossa história. Utilizamos como metodologia a Análise de Conteúdo, estabelecendo uma análise quali-quanti, que codifica e interpreta o recorte do programa, assim como verifica os formatos encontrados correspoderam às necessidades educacionais dos telespectadores infantis. Após elencados os quadros das duas temporadas brasileiras analisamos quais eixos da Educação Infantil eram trabalhados em cada quadro e a importância dessa aprendizagem no desenvolvimento das crianças em idade de Educação Infantil / Abstract: In times of digital and convergent media, television is still a means of comprehensive and predominant communication between the popular social layers. Historically, TV shows programs that affect social coexistence, or influence of many viewers view of reality. In 1972, Sesame Street premiered on Brazilian TV as an educational program with great ratings success. The educational series is a version of Sesame Street series, produced in the United States for nearly half a century, which preserves a significant audicence among children. In Brazil, the program was produced by a parthership between Globo and TV Cultura of São Paulo and was displayed by the two broadcasters. The partnership lasted until 1974 when the Globe took over production and ran until 1977, when it was taken down because producing was too expensive. Almost four decades after the end of Vila Brazilian Sesame, TV Cultura decided to relaunch the program in late 2007, with the purpose of strengthening the network in the segment of children's programming. This research has the children's programming. This research has the children's program Sesame Street as objects of study taking as empirical material the content carried by the programs in the differents periods in which they were displayed, trying to verify the educational potential series at different times in our history. We will use as a methodology content analysis, establishing a qualitative and quantitative analysis, coding and interprets the program cut, as well as checks that the formats found corresponded to the educational needs of children viewers. After listed the frames of the two Brazilian seasons analyze which axes of early childhood education were worked out in each frame and the importance of learning in the development of children in age from early childhood education / Mestre

M.A. (Communication Learning) / This investigation examines the audience experience with television news in South Africa and presents a process model of uses and gratifications based upon an expectancy-value approach. According to this approach expectations about finding certain television news-items and evaluations of these news-items are important antecedents of motives to seek associated gratifications. The prime objective of the study was accomplished when three reliable scales for the measurement of values attached to television news-items ; expectations about finding such news items in television news; and gratification of these expectations, were developed. The Pearson product-moment correlation method which was used to explore the relationships between the three scales, indicated a significant correlation between all the scales, although the correlation between values and expectations was much stronger than the correlation between values and gratifications. While the correlation between expectations and gratifications was still significant, it was also much lower than the correlation between values and expectations. This latter finding of a not nearly perfect correlation between expectations and gratifications provides evidence against the teleological criticism that since a gratification is expected and sought, it must necessarily be obtained. Instead, it is found that television news programmes in South Africa, while effective, are imperfect providers of news-related gratifications sought (expectations) by audience members. Finally, to cast additional light on the relative lower correlation between expectations and gratifications, the degree of dependence on television news as primary news source was taken into account.

The study sought to establish the impact of using the local content policy in reducing television cultural influences on Mbare youth in Zimbabwe. It is assumed that television has ideological and hegemonic functions which have come to dominate the life styles of the youths on issues of dress styles, musical tastes and language, thus threatening and weakening the long established local cultures. Hence the Zimbabwean government’s local content policy was established to reduce influences of alien cultures. This study, therefore, sought to establish if Mbare youth cultures confirm or reject the imitation of television cultures with regard to dress styles, music tastes and language. In addition, the investigation aimed at establishing the feasibility of using the local content policy to reduce foreign cultural intrusions vis-à-vis globalisation challenges. The three theories utilised in the discussion of the influence of television on Mbare youth culture in this study include the cultivation theory, the theory of hegemony and the uses and gratification theory. A qualitative study was adopted to gather data using focus group discussions, questionnaires and semiotic analysis. The sample of the study consisted of 87 participants and 4 Youth.com programmes. The study revealed that television has ideological and hegemonic functions. As such, it tends to be a dominant influence on the life styles and culture of Mbare youths. The study also established that Youth.com influences youth culture through music. In Zimbabwe music has become the most influential aspect of Youth.com despite not being specified in the local content policy on television broadcasting. Furthermore, the study shows that the implications of globalisation on local television content are undermining government efforts to preserve local cultures through the local content policy. The primary reason for this has to do with the fact that Youth.com programme does not contain a higher quota of local content as stipulated in the policy. However, although the local content policy was viewed as a political gimmick, the the study revealed that it was necessary in view of youths’ vulnerability to television’s ideological and hegemonic influences. Nevertheless, in view of the loopholes revealed by this study, the policy requires to be revised to cater for all the essential cultural elements, such as, music, which are allowing alien cultures to penetrate local ways of life. For instance, the urban groove music has major impacts on the culture of Mbare youths.

An increasing desire on the part of the public to have more control over the environment in which they live is raising demands for a more decentralized decision-making structure. These demands mean a change in the power structure. Information has become the source of power and control. If citizens are to be involved equally in decisions, it means they must have freer access to the reception and distribution of information - especially in the mass media. Television as a medium has the capacity to deeply involve people and to transmit a large volume of information. In Canada, the content of broadcast television is controlled by the government agency, the CBC, and private broadcasters. Financial interests (advertisers and stockholders) can exert strong influence on programme content. A scarcity of broadcast channels and very expensive and complicated equipment restrict access to broadcast television. Cable television offers a solution. It has a potential capacity of eighty-two channels; it does not require as sophisticated equipment; and the Canadian Radio-Television Commission requires the cable system operator to provide a community channel. Free access by citizens to a cable channel for expression and information is the basis of community television. Several cases, in which media access and citizen influence over decisions were improved, were examined. The Fogo Island project exhibited the power of film to help a community to formulate its goals and define solutions to its problems. The Drumheller project used video-tape, instead of film, to the same ends. In both these projects the citizens controlled the content of the "programmes". The Barrie experiment used two electronic media (television and telephone) for dialogue. The content of the programme was determined by a community committee. The Richmond project used electronic dialogue but the content was greatly influenced by a technical panel. The experiment in the West End was designed to spur discussion of the future of that area, to interest some residents in the use of video and cable television for expression of their attitudes about West End life and some directions for development. On a small scale the experiment was successful; the extension over a longer period of time will determine its final outcome. / Applied Science, Faculty of / Community and Regional Planning (SCARP), School of / Graduate

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