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2003 - International Communication Association Pages: 27 pages || Words: 6060 words || 
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1. Lee, Anselm. "Role of Global Media Use on Adolescent Development in South Africa" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 Online <.PDF>. 2019-09-18 <http://citation.allacademic.com/meta/p111505_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: A survey study of 471 teenagers in South Africa was conducted to explore the impact of the U. S. culture on the development of local adolescents. Adopting theoretical ideas from uses and gratifications research tradition, it was hypothesized that repeated, and more frequent, use of foreign media programs would lead to a positive attitude towards foreign products and ideas. The rationale was that 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 that are related to important audience needs and values.
The results showed a significant relationship between the exploration of one’s own cultural heritage and the advancement of autonomy and socialization tasks through media use. Furthermore, the use of television—which in South Africa is dominated by U.S.-produced programs—was positively associated with the spread of a global image that is represented by the U.S. culture. Suggestions on how to improve the measures and the theoretical model for future studies are also presented.


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