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Role of Global Media Use on Adolescent Development in South Africa
Unformatted Document Text:  Global Media Use in South Africa X Role of Global Media Use on Adolescent Development in South Africa Blumler and Katz (1974) once suggested that researchers “ask not what media do to people, but ask what people do with media” (12), arguing that media audience was active and was well aware of its various needs, which then would guide the patterns of media use (Rosengren, 1974). In conceptualizing the continuing progression of media uses and gratifications, the expectancy-value model (Palmgreen & Rayburn, 1985) explains that the repeated process of identifying specific needs and motivations and gratifying them through media use would build a set of future performance expectations for the media. In today’s world, in which media programs from the United States and other Western countries are prevalent in all parts of the globe, it would be interesting to study how the active audience related to a more or less homogenized set of ideas and images provided by the media. To explore the impact of the foreign, Western culture on the development of local adolescents, a survey study of 471 teenagers in South Africa was conducted. It was hypothesized that repeated (and more frequent) use of foreign media programs would lead to a positive attitude towards foreign products and ideas, since the performance expectations built upon repeated use would lead to a point in which the individual’s choice to gratify specific needs is no longer driven primarily by content-specific evaluation but by general expectations of the medium performance related to important audience needs and values. Such expectations, formed during adolescence while one obtains the capability to

Authors: Lee, Anselm.
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Global Media Use in South Africa
X
Role of Global Media Use on Adolescent Development in South Africa
Blumler and Katz (1974) once suggested that researchers “ask not what media do to
people, but ask what people do with media” (12), arguing that media audience was active
and was well aware of its various needs, which then would guide the patterns of media use
(Rosengren, 1974). In conceptualizing the continuing progression of media uses and
gratifications, the expectancy-value model (Palmgreen & Rayburn, 1985) explains that the
repeated process of identifying specific needs and motivations and gratifying them through
media use would build a set of future performance expectations for the media. In today’s
world, in which media programs from the United States and other Western countries are
prevalent in all parts of the globe, it would be interesting to study how the active audience
related to a more or less homogenized set of ideas and images provided by the media.
To explore the impact of the foreign, Western culture on the development of local
adolescents, a survey study of 471 teenagers in South Africa was conducted. It was
hypothesized that repeated (and more frequent) use of foreign media programs would lead
to a positive attitude towards foreign products and ideas, since the performance
expectations built upon repeated use would lead to a point in which the individual’s choice
to gratify specific needs is no longer driven primarily by content-specific evaluation but by
general expectations of the medium performance related to important audience needs and
values. Such expectations, formed during adolescence while one obtains the capability to


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