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n Communicatio : South African Journal of Communication Theory and Research - Afrikaans as televisietaal in Suid-Afrika : 'n toekomsperspektief : research article

Volume 28, Issue 2
  • ISSN : 0250-0167
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Abstract

This article deals with an investigation into the need for Afrikaans television programmes among Afrikaans viewers in the changing media environment in South Africa. Viewers' needs were researched 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 affecting respondents' need with regard to Afrikaans television programmes are investigated. These variables are television driven (supply, content and structure of Afrikaans programmes), technology driven (new media technologies such as satellite television and the Internet) and viewer driven (socio-cultural, personal and demographic factors). The study finds a relation 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 watch, interpret, associate with, and enjoy English programmes comfortably. The changing socio-cultural and demographic environment is liberalising traditional Afrikaans views on television use and is exposing an increasing number of Afrikaans viewers to global television. Within this context the need for Afrikaans programmes is diminishing, placing a question mark over the future of Afrikaans as a television language.

Hierdie artikel handel oor 'n ondersoek na die behoeftes van Afrikaanse televisiekykers aan Afrikaanse televisieprogramme te midde van die veranderinge wat sedert demokratisering aan die Suid-Afrikaanse medialandskap plaasgevind het. Kykerbehoeftes word ondersoek by wyse van 'n gevallestudie onder Afrikaanse graad 10-leerders in Pretoria. Die gebruike- en bevredigingsbenadering dien as teoretiese onderbou vir die studie en die invloed van 'n aantal veranderlikes op respondente se behoeftes aan Afrikaanse programme word ondersoek. Hierdie veranderlikes is televisiegerig (inhoud, aanbod en struktuur van Afrikaanse programme), tegnologiegerig (nuwe mediategnologieë soos 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. Dit blyk dat die aanbod, inhoud en struktuur van Afrikaanse programme nie respondente se behoeftes bevredig nie. Nuwe mediategnologieë verbreed respondente se sosio-kulturele horisonne sodat hulle gemaklik na programme in Engels kyk, dit vertolk, hulle daarmee assosieer en genot daaruit put. Te midde van die impak van globalisering en die toenemende aanbod van oorsese programme in Engels, neem die behoefte aan Afrikaanse programme af en hang daar 'n vraagteken oor die toekoms van Afrikaans as televisietaal.

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/content/commu/28/2/EJC27805
2002-01-01
2017-01-16

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