Examining the Influence of Extended TV Viewing on Tweens’ Social Behaviour & Identifying Television Viewing Habits of Kenyan Families in Nairobi and Machakos
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Date
2022-10
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Volume Title
Publisher
Daystar University School of Communication
Abstract
With an increase in television penetration in Kenya since 1962, there is a growing concern about how audiences, especially children are influenced by television content. The essence of this research was to determine the influence of extended television viewing on tweens, in emulating violence, alcohol consumption, and body image of media personalities and identifying the television viewing habits of Kenyan families in Nairobi and Machakos counties. The study was guided by Bandura’s Social Learning Theory (1977) which explains that children observe the behaviour of influential models like parents or TV characters and encode the behaviour at a later time. The objectives of the study were to identify the social behaviour and life skills development associated with extended viewing by tweens, to identify the length of time that Kenyan tweens spend watching television, and to identify the television-watching habits of Kenyan families as a whole during the Covid-19 pandemic. The technique of mixed method research design was employed for this research. The target population comprised 306 students aged 11-14 years in private and public schools in Nairobi and Machakos counties as well as 5 parents in a focus group discussion, 8 in-depth interviews, and 3 industry experts. Quantitative Data was collected from the students using a self-administered questionnaire, which was availed via schools and parents in either paper form, or as an electronic link to a Google-generated survey. In addition, qualitative data was obtained via in-depth interviews with parents as well as industry experts. Data collected was analysed quantitatively using SPSS and included frequency distribution, tables, percentages, mean and standard deviation. A Pearson chi-square test was used to test the hypothesis.
The study revealed that most tweens (78.9%) desired to emulate their TV heroes. Increasing hours of watching television increased chances of emulating various social behaviours such as violence, romantic scenes, and imitating personalities and body images of media personalities. However, from the findings, tweens seem oblivious to some of the effects they exhibit when they watch extended hours of television and are seemingly unaware of the risks they are exposed to. Parents gave a different perspective and stated they had observed differences in social behaviour when their children watched extended television, such as a change of mood, an increase in fear and anxiety, disrupted sleep patterns, and fatigue. Tweens also exhibited a change in fashion sense, resistance to authority, talking rudely, increased laziness, and a slackening in household chores or school grades. Findings also revealed that television content is not always negative. It offers some benefits to children such as providing general knowledge, updating them on current affairs, and teaching them the content of academic, life, and social skills, and moral significance. The acquisition of these positive facets via television occurs in a format that is usually relaxed, providing a good learning experience.
The study recommends that parents limit screen time, reinforce guidelines, and offer alternative leisure activities for the tween. The study also found that tweens who watch TV with siblings watch for longer hours than if watching with a parent, therefore parents should curb screen content for the tween to limit exposure to inappropriate content and motivate their tweens to watch educational content which is beneficial to their social and educational development. There is a great opportunity for content creators in Kenya to curate local, culturally relevant edutainment content for tweens, so there is continual positive learning, even while enjoying television.
Description
MASTER OF ARTS
in Communication
Keywords
Influence, TV Viewing, Tweens’ Social Behaviour, Television Viewing Habits, Kenyan Families, Nairobi, Machakos
Citation
Wangeci.J.K(2022).Examining the Influence of Extended TV Viewing on Tweens’ Social Behaviour & Identifying Television Viewing Habits of Kenyan Families in Nairobi and Machakos:Daystar University School of Communication(Thesis)