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Contradictions and Tensions Between Old and New: An Audience Perception of Indigenous Culture Representation in Soap Opera
Journal of Asian and African Studies ( IF 0.882 ) Pub Date : 2020-12-14 , DOI: 10.1177/0021909620972444
Oluwayemisi Mary Onyenankeya 1 , Kevin Onyenankeya 1 , Oluyinka Osunkunle 1
Affiliation  

There is a perception that soap operas are progressively infusing dominant social values and ideas while constructing and positioning indigenous cultures as peripheral and inconsistent with modernity. This article aims at ascertaining audience perceptions of and attitudes toward the construction and representation of indigenous cultures in Generations: The Legacy within the framework of indigeneity and audience reception theories. Using quantitative methodology, 350 questionnaires were distributed to a randomly selected sample. Findings showed the majority of the audience felt the soap represents indigenous cultures as the ‘insignificant other’ and perpetuates stereotypes about traditional indigenous groups. This process creates cultural tensions.



中文翻译:

新旧之间的矛盾和张力:肥皂剧中土著文化表征的受众感知

有一种看法认为,肥皂剧在将土著文化建构和定位为外围文化并与现代性相抵触的同时,正在逐渐融入主流社会价值观念。本文旨在确定观众对土著文化的构建和表示的看法和态度,以及在土著和观众接受理论框架内的传统。使用定量方法,将350份问卷分配给随机选择的样本。调查结果表明,大多数听众都认为肥皂将土著文化视为“其他无关紧要”,并且使对传统土著群体的陈规定型观念永存。这个过程造成了文化上的紧张。

更新日期:2021-01-14
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