Abstract
This dissertation aims to fill a gap in research on the television viewing practices and subsequent fandom behaviour of selected, female, South African television viewers. In a society where online interaction in a variety of participatory groups, like fandoms, have become an international norm, South Africa is still struggling to get its citizens connected to the online sphere. This is in part due to a lack of internet infrastructure as well as grossly high data costs compared to other developing countries. Consequently, South African television viewers’ ability to interact and compete in online television fandoms comes into question. The aim of this study was thus to establish whether selected South African television viewers conform to traditional models of fandom and television consumption or if there is a need for a uniquely South African model. This study followed a descriptive, interpretive approach to research, based on grounded theory, using a mixed methods approach in the form of 55 online surveys which made up the quantitative data, and a subsequent 15 one-on-one interviews, which provided rich qualitative data. The population group from which the 70 sample participants were drawn, are women between the ages of 19 and 25 living in Johannesburg, South Africa. This study argues that the fandoms, within this sample group, can be classified as “micro fandoms” which means that these fandoms consist of between two to six participants, who are usually family members and close friends, who interact in small fandom groups within an offline space. The preferred medium of fandom interaction for these groups was identified as an in person discussion or discussion via WhatsApp and WhatsApp Status. The participants in this study also indicated that, despite having access to internet technology, high data costs and a fear of ridicule and backlash within the online sphere prohibited them from taking part in online fan groups and discussions. The participants showed a preference for an in person discussion of television programmes and other fan content, and this usually went hand in hand with prevalent communal television viewing practices. This study thus contrast “micro fandoms” with international “macro online fandoms”.
M.A. (Audiovisual Communication)