A dissertation submitted to the Faculty of Science, University of the Witwatersrand, Johannesburg, in fulfilment of the requirements for the degree of Master of Science Johannesburg, February 2013 / This study conducted a critical review of data-mining techniques used to extract meaningful information from very large databases. The study aimed to determine cluster analysis methods suitable for the analysis of binary television-viewing data. Television-viewing data from the South African Broadcasting Corporation was used for the analysis. Partitioning and hierarchical clustering methods are compared in the dissertation. The study also examines distance measures used in the clustering of binary data. Particular consideration was given to methods for determining the most appropriate number of clusters to extract. Based on the results of the cluster analysis, four television-viewer profiles were determined. These viewer profiles will enable the South African Broadcasting Corporation to provide viewer-targeted programming.

Thesis ( M.A. (Media Studies)) --University of Limpopo, 2015 / The visibility of gays and lesbians has predominantly improved in recent years, and the media have been a fundamental tool when measuring the homosexual communities’ social status. This study investigates whether current mainstream television accurately depicts and represents gays and lesbians, and whether gay and lesbian individuals are impacted by these television portrayals. Through in- depth interviews, focus groups and observations, the research findings reveal that gay and lesbian television depictions are not completely accurate and have varying effects on audiences. However, this evidence is significant to the entertainment industry when creating fair gay and lesbian character portrayals that could be positively receptive by the homosexual community.

Yizo Yizo, a South African drama series aired in 1999, received extraordinary positive and negative attention for its gritty depictions of township school life. The dissertation explores the relationship between the context, programme/text, the viewers/audiences, the content and the form of Yizo Yizo. Representations of violence and gender relations in Yizo Yizo are the primary concern of the dissertation. Contextual analysis is followed by an outline of the narrative needed to engage viewers' responses. This outline forms the basis for a discussion on representations of violence and gender relations, utilising textual and audience analysis to interrogate the nature of images. Concluding chapters connect issues of representation and reality, completing the critical circle introduced in the opening chapters through an analysis of the programme's title. Yizo Yizo is examined using a cultural studies approach, assessing "the relationship between texts -- representations that produce meanings--- and their contexts" (Tomaselli, 1989:38). The methodology employed to deconstruct representations of violence, gender relations and realism, follows recent work on 'facticity' and essentialism in African-American cultural production (Smith, 1992; Lubiano, 1997). In reference to depictions of violence and gender relations, the dissertation follows the established monographs of the British Broadcasting Standards Council (BSC), the Independent Broadcasting Authority (IBA) of the United Kingdom, and the Human Sciences Research Council (HSRC) of South Africa (Gunter, 1986, 1987; Gunter & Wober, 1988; Cumberbatch & Howitt, 1989; Glanz 1994, respectively). Utilising textual and reception analysis, the study found Yizo Yizo's use of violence is substantiated through its dramatic intent. However, the drama fell short of exposing the 'myths' of township high schools. Thus, the viewer is left with dominant depictions of evil as responsible for the state of disequilibrium, leaving little room for an interrogation of the 'real' issues at Supatselo High. The series also side steps the historical context that impacts the present conditions of township learning. Moreover, the portrayal of female characters in the series perpetuates dominant patriarchal ideology by regurgitation myths and stereotypes. Research also highlighted the problem of viewing Yizo Yizo in an educational framework. The substantial drop in audience ratings for the final episode, which focused on a school that established or restored the 'culture of learning and teaching', indicates the series fell short of its educative potential. The series does not truly interrogate the socio-economic and political context of education in South Africa. Instead, the 'crisis' in education is paralleled with issues of delinquency rather than socio-economic inequalities of an educational system with a history tainted by the legacy of apartheid. A further finding indicates that due to violent content, language and other issues, the SABC should have scheduled the programme after 9pm, during the watershed period. / Thesis (M.A.)-University of Natal, 2000.

The implications of globalisation in African societies raise an interesting debate and also pose a challenge to 21st century scholars of media/cultural tradition. While the media/cultural imperialism theory views global media as perpetuating cultural imperialism, revisionist theories of the media such as the audience reception theory argue against this, saying that media texts can be negotiated with. Both sides have always provided facts to argue their cases and the argument between them remains fluid. This study, which is a quantitative survey of some University of Fort Hare students’ perception of the role of global television in cultural homogenisation, has adopted the second phase of revisionism which is a counter to the audience reception theory, arguing that in the process of interaction with media texts, there may be transference of cultural values. This study used the media imperialism theory and the cultivation theory in exploring respondents’ perceptions of whether global television is perpetuating cultural imperialism and consequently cultural homogenisation among receiving cultures. The study adopted the quantitative methodology and a self-administered questionnaire structured according to the Likert Scale of measurement was used to gather data. Four cultural products of language, music, dress and religion were used as the measurable indicators to determine perceptions of global television consumption’s influence in cultural imperialism. The study used the case of University of Fort Hare students since they are a heterogeneous group and because there is not much research done concerning the influence of technological advancement, especially on the youth in remote areas such as Alice town where Fort Hare is situated. Although there were problems in the sampling process, most respondents did seem to perceive the notion that global television consumption does perpetuate cultural imperialism and that this is consequently leading to cultural homogenisation to a certain extent. According to the sampled group, the measure of the extent of homogenisation caused by global television consumption was 67.69%, falling behind by 27.31% from the anticipated standard of 95%. The difference between the anticipated standard and the realised standard was attributed to the dialectical debates emanating from the study findings which were also reiterated in the literature review. Importantly, the respondents indicated their preference for local media productions while at the same time agreeing that they were often unavailable, which leaves them without much choice but to watch those Western programmes that are readily available on both local media stations and on global television. To this end, most students denied that their own cultural values have deteriorated.

This study examines the home as a context of viewing for the television programme Intersexions in the township of Ginsberg in the Eastern Cape. The central question asked is whether the household influences the interpretation of the programme. The research was mainly conducted through ethnographical methods of participant observation and focus group interviews. Six families were observed and six gender-based focus groups convened. Drawing from the work of Morley (1986) and Lull (1990) that argues that the home be taken more seriously as a context of viewing; this study posits that the home is a rule-bound micro-society that influences the interpretation of media messages. As a starting point, this study contends with the arguments that the South African government has been slow to acknowledge the extent of the problem presented by the HIV/AIDS pandemic. Much has been written about the inefficiency of state efforts to educate the public, with some pundits suggesting that government communications strategies have largely been outdated and thus resisted by audiences (Treffry-Goatley, Mahlinza & Imrie, 2013). To counter the pandemic, a large number of independent educational television serials have been launched in South Africa, and met with popular appeal since 1994. Furthermore, this development is in line with global trends of high audience ratings for Entertainment- Education (EE) programmes (Singhal et al., 1993). To investigate complex issue of EE reception by audiences in this burgeoning area of study, the programme at the centre of this study, Intersexions, is a good example. The serial, which concluded its second season in August 2013, is second to only the established soap opera, Generations, in television ratings in South Africa. Therefore, the impressive ratings garnered by educational serials in South Africa are a chance for audience studies to study audiences in context. This research investigates Intersexions using the understanding that television audiences must be analysed in "cultural and historic specific" sites because the struggle to make meanings of texts takes place at the moment when the text and subject meet (Fiske, 1987). This research investigates the assumption that the meanings made by audiences depend not just on the text, but also on environment. This means that the research delves into the situational context in which media are used and interpreted. Therefore, the central aim of this study is to analyse television viewing of the entertainment education programme, Intersexions, in the natural setting of the home, which is in line with analysing television viewers in cultural and historically specific sites.

Hierdie proefskrif is 'n verkennende ondersoek na kykers se interpretasie van die seep-opera Egoli - Piek van Goud. Die basiese vertrekpunt van die studie is die teks-leserontmoeting waar gelyke status aan die boodskap ('n teks) en die ontvanger ('n kyker) gegee word. Uit so 'n ontmoeting ontstaan kykers se interpretasies. Die tweeledige ondersoek plaas die proefskrif binne die teoretiese en metodologiese raamwerk van resepsiestudie om die komplekse interaksie tussen 'n teks en die ontvanger te ondersoek. Die twee komponente word binne spesifieke historiese en kulturele kontekste geplaas, te wete die veranderende politieke en ideologiese klimaat in Suid-Afrika asook die sosio-kulturele en politieke kontekste van die deelnemers. Die deelnemers van hierdie studie is groepe bruin-, swart- en witvroue. Groeponderhoude (fokusgroepe) is met ses groepe vroue tydens hul etensuur by die werkplek gevoer. Die onderhoude is rondom die volgende temas gestruktureer: romanse, identifikasie, parasosiale interaksie, sosiale interaksie, intertekstualiteit en Egoli as 'n forum vir die uitbeelding van Suid-Afrikaanse werklikhede. Kykers se interpretasie van die temas is ontleed aan die hand van referensiele, onderhandelde en kritiese interpretasierame. Daar is gevind dat die verskillende kultuurgroepe in 'n groat mate dieselfde interpretasierame gebruik in hul interpretasie van die verskillende temas. Die opvallendste verskil tussen die groepe is die wyse waarop die deelnemers die tema Egoli as 'n forum vir die uitbeelding van die SuidAfrikaanse werklikhede vertolk: as gevolg van verskillende sosio-kulturele en politieke omstandighede in Suid-Afrika het die deelnemers waarskynlik interpretasierame ontwikkel wat aan daardie omstandighede gekoppel kan word. In die studie is aangetoon dat die hermeneutiek en resepsieteorie nuttige verklarings gee van die elemente in die seep-operateks wat kykersbetrokkenheid stimuleer en die proses van interpretasie. Die proses verloop soos volg: deelnemers het bepaalde verwagtings oor 'n program; hulle moet die uitgebeelde werklikheid(e) herken en die boodskappe dan toe-eien. Hierna word boodskappe 'n kultuur binnegedra deur middel van sosiale diskoers. Die teoretiese onderbou het voorts aan die lig gebring dat deelnemers se interaksie met en interpretasie van Egoli 'n vorm van spel is. Empiriese bewyse is gevind dat die deelnemers op speelse wyse • oor karakters 'skinder'; • spekuleer oor romantiese assosiasie; • met karakters identifiseer; en • parasosiale verhoudings met karakters aanknoop. / Text in Afrikaans / This thesis is an exploratory study of viewers' interpretation of the soap opera Egoli - Place of Gold. The basic point of departure is the text-viewer encounter where equal status is given to the message (text) and the recipient (viewer). Viewers' interpretations develop from this encounter. This dichotomous investigation places the thesis within the theoretical and methodological framework of reception study where the complex interaction between a text and the recipient is examined. The two components are placed within specific historical and cultural contexts, namely the changing political and ideological climate in South Africa, as well as the socio-cultural and political contexts of the participants. The groups participating in this study consisted of coloured, black and white women. Six group interviews (focus groups) were held with these women during their lunch-hour at the workplace. The interviews were structured around the following themes: romance, identification, parasocial interaction, social interaction,intertextuality and Egoli as a forum for the portrayal of South African realities. Viewers' interpretations of these themes were analysed according to referential, negotiated and critical interpretative frames. It was largely found that the various cultural groups use the same interpretative frames to interpret the various themes. The exception was the way participants interpreted Egoli as a forum for the portrayal of South African realities: because of different socio-cultural and political circumstances in South Africa the participants may have developed interpretation frames that could be linked to these circumstances. Hermeneutics and reception theory provide useful explanations of these elements in a soap opera text that stimulate viewers' involvement and the process of interpretation. This process proceeds as follows: participants have specific expectations regarding a programme; they must recognise the realities depicted and then appropriate the messages. Thereafter messages are incorporated into a culture by means of social discourse. A further important theoretical finding was that the participants' interaction with and interpretation of Egoli takes the form of play. It was empirically determined in this study that participants playfully • speculate about romantic association; • engage in gossip about characters; • identify with characters; and • develop parasocial relationships with characters. / Summaries in English and Afrikaans / Communication Science / D. Litt. et Phil. (Communication Science)

Hierdie proefskrif is 'n verkennende ondersoek na kykers se interpretasie van die seep-opera Egoli - Piek van Goud. Die basiese vertrekpunt van die studie is die teks-leserontmoeting waar gelyke status aan die boodskap ('n teks) en die ontvanger ('n kyker) gegee word. Uit so 'n ontmoeting ontstaan kykers se interpretasies. Die tweeledige ondersoek plaas die proefskrif binne die teoretiese en metodologiese raamwerk van resepsiestudie om die komplekse interaksie tussen 'n teks en die ontvanger te ondersoek. Die twee komponente word binne spesifieke historiese en kulturele kontekste geplaas, te wete die veranderende politieke en ideologiese klimaat in Suid-Afrika asook die sosio-kulturele en politieke kontekste van die deelnemers. Die deelnemers van hierdie studie is groepe bruin-, swart- en witvroue. Groeponderhoude (fokusgroepe) is met ses groepe vroue tydens hul etensuur by die werkplek gevoer. Die onderhoude is rondom die volgende temas gestruktureer: romanse, identifikasie, parasosiale interaksie, sosiale interaksie, intertekstualiteit en Egoli as 'n forum vir die uitbeelding van Suid-Afrikaanse werklikhede. Kykers se interpretasie van die temas is ontleed aan die hand van referensiele, onderhandelde en kritiese interpretasierame. Daar is gevind dat die verskillende kultuurgroepe in 'n groat mate dieselfde interpretasierame gebruik in hul interpretasie van die verskillende temas. Die opvallendste verskil tussen die groepe is die wyse waarop die deelnemers die tema Egoli as 'n forum vir die uitbeelding van die SuidAfrikaanse werklikhede vertolk: as gevolg van verskillende sosio-kulturele en politieke omstandighede in Suid-Afrika het die deelnemers waarskynlik interpretasierame ontwikkel wat aan daardie omstandighede gekoppel kan word. In die studie is aangetoon dat die hermeneutiek en resepsieteorie nuttige verklarings gee van die elemente in die seep-operateks wat kykersbetrokkenheid stimuleer en die proses van interpretasie. Die proses verloop soos volg: deelnemers het bepaalde verwagtings oor 'n program; hulle moet die uitgebeelde werklikheid(e) herken en die boodskappe dan toe-eien. Hierna word boodskappe 'n kultuur binnegedra deur middel van sosiale diskoers. Die teoretiese onderbou het voorts aan die lig gebring dat deelnemers se interaksie met en interpretasie van Egoli 'n vorm van spel is. Empiriese bewyse is gevind dat die deelnemers op speelse wyse • oor karakters 'skinder'; • spekuleer oor romantiese assosiasie; • met karakters identifiseer; en • parasosiale verhoudings met karakters aanknoop. / Text in Afrikaans / This thesis is an exploratory study of viewers' interpretation of the soap opera Egoli - Place of Gold. The basic point of departure is the text-viewer encounter where equal status is given to the message (text) and the recipient (viewer). Viewers' interpretations develop from this encounter. This dichotomous investigation places the thesis within the theoretical and methodological framework of reception study where the complex interaction between a text and the recipient is examined. The two components are placed within specific historical and cultural contexts, namely the changing political and ideological climate in South Africa, as well as the socio-cultural and political contexts of the participants. The groups participating in this study consisted of coloured, black and white women. Six group interviews (focus groups) were held with these women during their lunch-hour at the workplace. The interviews were structured around the following themes: romance, identification, parasocial interaction, social interaction,intertextuality and Egoli as a forum for the portrayal of South African realities. Viewers' interpretations of these themes were analysed according to referential, negotiated and critical interpretative frames. It was largely found that the various cultural groups use the same interpretative frames to interpret the various themes. The exception was the way participants interpreted Egoli as a forum for the portrayal of South African realities: because of different socio-cultural and political circumstances in South Africa the participants may have developed interpretation frames that could be linked to these circumstances. Hermeneutics and reception theory provide useful explanations of these elements in a soap opera text that stimulate viewers' involvement and the process of interpretation. This process proceeds as follows: participants have specific expectations regarding a programme; they must recognise the realities depicted and then appropriate the messages. Thereafter messages are incorporated into a culture by means of social discourse. A further important theoretical finding was that the participants' interaction with and interpretation of Egoli takes the form of play. It was empirically determined in this study that participants playfully • speculate about romantic association; • engage in gossip about characters; • identify with characters; and • develop parasocial relationships with characters. / Summaries in English and Afrikaans / Communication Science / D. Litt. et Phil. (Communication Science)

Text in Afrikaans / Hierdie studie ondersoek die behoeftes van Afrikaanse televisiekykers aan Afrikaanse televisieprogramme te midde van die veranderinge wat sedert demokratisering aan die Suid-Afrikaanse medialandskap plaasvind. Hierdie behoeftes word ondersoek by wyse van 'n gevallestudie ender graad 10-leerders in Pretoria. Die gebruike- en bevredigingsbenadering dien as teoretiese onderbou vir die studie en die invloed van 'n aantal veranderlikes word ondersoek. Hierdie veranderlikes is televisiegerig (inhoud, aanbod en struktuur van Afrikaanse programme), tegnologiegerig (nuwe mediategnologiee socs satelliettelevisie en die Internet) en kykergerig (sosio-kulturele, persoonlike en demografiese faktore). Die studie bevind dat daar 'n verband is tussen hierdie veranderlikes en respondente se behoeftes aan Afrikaanse televisieprogramme. Die studie bevind dat Afrikaanse programme nie respondente se behoeftes bevredig nie. Nuwe mediategnologiee verbreed respondente se sosio-kulturele horlE;onne sodat hulle gemaklik met programme in Engels omgaan. Te midde van die toenemende aanbod van oorsese programme in Engels, neem die behoefte aan Afrikaanse programme af. / This study investigates the need for Afrikaans television programmes among Afrikaans viewers in the changing media environment in South Africa. Needs are studied by means of a case study among grade 10 learners in Pretoria. The uses and gratifications approach serves as the theoretical framework of the study and a number of variables are investigated. These variables are television driven (supply, content and structure), technology driven (new media technologies such as satellite television and the Internet) and viewer driven (socio-cultural, personal and demographic factors). The study finds that there is a connection between these variables and the need for Afrikaans programmes among respondents. The supply, content and structure of Afrikaans programmes do not gratify respondents' needs. New media technologies broaden respondents' socio-cultural horizons, enabling them to comfortably watch English programmes. Amidst the increasing supply of overseas programmes in English, the need for Afrikaans programmes is diminishing / Communication Science / M. A. (Kommunikasiekunde)

English Studies / M.A. (English)

Text in Afrikaans / Hierdie studie ondersoek die behoeftes van Afrikaanse televisiekykers aan Afrikaanse televisieprogramme te midde van die veranderinge wat sedert demokratisering aan die Suid-Afrikaanse medialandskap plaasvind. Hierdie behoeftes word ondersoek by wyse van 'n gevallestudie ender graad 10-leerders in Pretoria. Die gebruike- en bevredigingsbenadering dien as teoretiese onderbou vir die studie en die invloed van 'n aantal veranderlikes word ondersoek. Hierdie veranderlikes is televisiegerig (inhoud, aanbod en struktuur van Afrikaanse programme), tegnologiegerig (nuwe mediategnologiee socs satelliettelevisie en die Internet) en kykergerig (sosio-kulturele, persoonlike en demografiese faktore). Die studie bevind dat daar 'n verband is tussen hierdie veranderlikes en respondente se behoeftes aan Afrikaanse televisieprogramme. Die studie bevind dat Afrikaanse programme nie respondente se behoeftes bevredig nie. Nuwe mediategnologiee verbreed respondente se sosio-kulturele horlE;onne sodat hulle gemaklik met programme in Engels omgaan. Te midde van die toenemende aanbod van oorsese programme in Engels, neem die behoefte aan Afrikaanse programme af. / This study investigates the need for Afrikaans television programmes among Afrikaans viewers in the changing media environment in South Africa. Needs are studied by means of a case study among grade 10 learners in Pretoria. The uses and gratifications approach serves as the theoretical framework of the study and a number of variables are investigated. These variables are television driven (supply, content and structure), technology driven (new media technologies such as satellite television and the Internet) and viewer driven (socio-cultural, personal and demographic factors). The study finds that there is a connection between these variables and the need for Afrikaans programmes among respondents. The supply, content and structure of Afrikaans programmes do not gratify respondents' needs. New media technologies broaden respondents' socio-cultural horizons, enabling them to comfortably watch English programmes. Amidst the increasing supply of overseas programmes in English, the need for Afrikaans programmes is diminishing / Communication Science / M. A. (Kommunikasiekunde)