The impact of exposure to dramatised entertainment on social reality perceptions of Ugandan audience /
The purpose of this study was to investigate the impact of exposure to dramatised entertainment on the conceptions of social reality by the Ugandan audience. The study was guided by the following research questions: (1) Does exposure to Nigerian dramatised entertainment influence social reality perc...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
Gombak, Selangor :
Kulliyyah of Islamic Revealed Knowledge and Human Sciences, International Islamic University Malaysia,
2012
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| Subjects: | |
| Online Access: | http://studentrepo.iium.edu.my/handle/123456789/7009 |
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| Summary: | The purpose of this study was to investigate the impact of exposure to dramatised entertainment on the conceptions of social reality by the Ugandan audience. The study was guided by the following research questions: (1) Does exposure to Nigerian dramatised entertainment influence social reality perceptions of Muslim audience? (2) Are the effects of exposure to Nigerian dramatised entertainment on social reality perceptions of the Muslim audiences moderated by any variable? Employing George Gerbner's cultivation theory, this study focused on the long-term and frequent effects of Nigerian films as a companion to live and grow with. This research concentrated on the steady, pervasive and extensively shared conjectures, representations, and conceptions exhibiting the established features and interests of Nigerian films as depicted on television. A total of 544 respondents were proportionately sampled from the four campuses of the Islamic University in Uganda using stratified and simple random sampling. Analyses of the social reality perceptions were incorporated while utilising regression analysis statistical procedure. The findings demonstrate proof for the cultivation effect in Nigerian films across a number of dependent variables. Exposure to Nigerian films contributed significantly to perceived prevalence of visits to witchdoctors, perceived prevalence of witchdoctors, perceived prevalence of crime and perceived efficacy of witchcraft. It also influenced respondents' acceptability of witchcraft, and fascination with the Christian community. The findings also presented evidence for cultivation in the first and second-order effects. Nonetheless, proof for cultivation effects did not show up in Islamic practices, and fascination with Christian institutions. Similarly, a test of interaction showed that the observed relationships were not a function of any moderator variable. |
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| Item Description: | Abstracts in English and Arabic. "A dissertation submitted in fulfilment of the requirement for the degree of Doctor of Philosophy in Communication."--On t.p. |
| Physical Description: | xv, 220 leaves : ill. charts ; 30cm. |
| Bibliography: | Includes bibliographical references (leaves 205-214). |