Exploratory study of the University of Fort Hare students' perception of the role of global television in cultural homogenisation
- Authors: Moyo, Rachel
- Date: 2013
- Subjects: University of Fort Hare , Globalization -- South Africa -- Eastern Cape , Mass media -- South Africa -- Eastern Cape , Television viewers -- South Africa -- Eastern Cape , Television broadcasting -- Social aspects
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11365 , http://hdl.handle.net/10353/d1005988 , University of Fort Hare , Globalization -- South Africa -- Eastern Cape , Mass media -- South Africa -- Eastern Cape , Television viewers -- South Africa -- Eastern Cape , Television broadcasting -- Social aspects
- Description: 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.
- Full Text:
- Date Issued: 2013
- Authors: Moyo, Rachel
- Date: 2013
- Subjects: University of Fort Hare , Globalization -- South Africa -- Eastern Cape , Mass media -- South Africa -- Eastern Cape , Television viewers -- South Africa -- Eastern Cape , Television broadcasting -- Social aspects
- Language: English
- Type: Thesis , Masters , M Soc Sc (Com)
- Identifier: vital:11365 , http://hdl.handle.net/10353/d1005988 , University of Fort Hare , Globalization -- South Africa -- Eastern Cape , Mass media -- South Africa -- Eastern Cape , Television viewers -- South Africa -- Eastern Cape , Television broadcasting -- Social aspects
- Description: 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.
- Full Text:
- Date Issued: 2013
Discourses surrounding 'race', equity, disadvantage and transformation in times of rapid social change : higher education in post-apartheid South Africa
- Authors: Robus, Donovan
- Date: 2005
- Subjects: Rhodes University , University of Fort Hare , Universities and colleges -- Mergers -- South Africa , Education, Higher -- South Africa , Education and state -- South Africa , Apartheid -- South Africa , Discourse analysis -- Methodology , Discrimination in education -- South Africa , Educational change -- South Africa
- Language: English
- Type: Thesis , Masters , MSocSc
- Identifier: vital:3142 , http://hdl.handle.net/10962/d1007196 , Rhodes University , University of Fort Hare , Universities and colleges -- Mergers -- South Africa , Education, Higher -- South Africa , Education and state -- South Africa , Apartheid -- South Africa , Discourse analysis -- Methodology , Discrimination in education -- South Africa , Educational change -- South Africa
- Description: Since the dismantling of Apartheid in South Africa in 1994, the South African socio-political and economic landscape has been characterised by rapid change. In the ten years since the 'new' democratic South Africa emerged, transformation has become a dominant discourse that has driven much action and practice in a variety of public areas. One of the areas of focus for transformation has been Higher Education whereby the Department of Education aimed to do away with disparity caused by Apartheid segregation by reducing the number of Higher Education institutions from 36 to 21. This research draws on Foucauldian theory and post-colonial theories (in particular Edward Said and Frantz Fanon), and the concept of racialisation in an analysis of the incorporation of Rhodes University's East London campus into the University of Fort Hare. Ian Parker's discourse analytic approach which suggests that discourses support institutions, reproduce power relations and have ideological effects, was utilised to analyse the talk of students and staff at the three sites affected by the incorporation (viz. Rhodes, Grahamstown, Rhodes, East London and Fort Hare) as well as newspaper articles and public statements made by the two institutions. What emerged was that in post-Apartheid South Africa, institutional and geographic space is still racialised with virtually no reference to the historical and contextual foundations from which this emerged being made. In positioning space and institutions in this racialised manner a discourse of 'white' excellence and 'black' failure emerges with the notion of competence gaining legitimacy through an appeal to academic standards. In addition to this, transformation emerges as a signifier of shifting boundaries in a post-Apartheid society where racialised institutional, spatial and social boundaries evidently still exist discursively.
- Full Text:
- Date Issued: 2005
- Authors: Robus, Donovan
- Date: 2005
- Subjects: Rhodes University , University of Fort Hare , Universities and colleges -- Mergers -- South Africa , Education, Higher -- South Africa , Education and state -- South Africa , Apartheid -- South Africa , Discourse analysis -- Methodology , Discrimination in education -- South Africa , Educational change -- South Africa
- Language: English
- Type: Thesis , Masters , MSocSc
- Identifier: vital:3142 , http://hdl.handle.net/10962/d1007196 , Rhodes University , University of Fort Hare , Universities and colleges -- Mergers -- South Africa , Education, Higher -- South Africa , Education and state -- South Africa , Apartheid -- South Africa , Discourse analysis -- Methodology , Discrimination in education -- South Africa , Educational change -- South Africa
- Description: Since the dismantling of Apartheid in South Africa in 1994, the South African socio-political and economic landscape has been characterised by rapid change. In the ten years since the 'new' democratic South Africa emerged, transformation has become a dominant discourse that has driven much action and practice in a variety of public areas. One of the areas of focus for transformation has been Higher Education whereby the Department of Education aimed to do away with disparity caused by Apartheid segregation by reducing the number of Higher Education institutions from 36 to 21. This research draws on Foucauldian theory and post-colonial theories (in particular Edward Said and Frantz Fanon), and the concept of racialisation in an analysis of the incorporation of Rhodes University's East London campus into the University of Fort Hare. Ian Parker's discourse analytic approach which suggests that discourses support institutions, reproduce power relations and have ideological effects, was utilised to analyse the talk of students and staff at the three sites affected by the incorporation (viz. Rhodes, Grahamstown, Rhodes, East London and Fort Hare) as well as newspaper articles and public statements made by the two institutions. What emerged was that in post-Apartheid South Africa, institutional and geographic space is still racialised with virtually no reference to the historical and contextual foundations from which this emerged being made. In positioning space and institutions in this racialised manner a discourse of 'white' excellence and 'black' failure emerges with the notion of competence gaining legitimacy through an appeal to academic standards. In addition to this, transformation emerges as a signifier of shifting boundaries in a post-Apartheid society where racialised institutional, spatial and social boundaries evidently still exist discursively.
- Full Text:
- Date Issued: 2005
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