Abstract
M.A. (Communication Studies)
The aim of this study is to develop attitudinal scales with
which expectations of the viewers of television in Namibia
regarding television news as well as the perceived nature of
television news in 1990 may be measured. The television
viewership of the "Namibian Broadcasting Corporation" (NBC),
representing all Namibians regardless of ethnic grouping in
posession of television licenses, was used asuniversum.
The data obtained may be used to develop a television news
model which may satisfy the majority of the population of
Namibia. A systems approach was used in this process. The
study of television news on a macro-level can best be explained
utilising a systems model. A systems model through which an
attempt is made to explain the audio-visual transmission of
information was thus developed. This model may be applied to
television systems within any society.
It was found that television is the primary source of news for
a majority of targeted viewers. According to the viewers, NBC
television news closely approaches an authoritarian television
news model. Viewers' expectations are generally not satisfied
through NBC television news contents or the visual presentation
thereof. It was established that NBC television does not
function independently of the government and is neither
completely objective nor credible.
Generally viewers indicated their expectations of a television
news model which should contain elements of a western
television news model.
Regarding the visual presentation of television news, general
guidelines which may help to make television news more
interesting for viewers are discussed.