n Communicare : Journal for Communication Sciences in Southern Africa - Isidingo as entertainment-education : female viewers' perceptions : research article

Volume 24, Issue 2
  • ISSN : 0259-0069



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). <BR>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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