Title page for ETD etd-08052010-170604

Document Type Master's Dissertation
Author De Kock, Jani
Email janidk@gmail.com
URN etd-08052010-170604
Document Title A psychological enquiry into the processes that culminate in positive viewing experiences and subsequent audience loyalty to a soap opera
Degree Master of Arts
Department Psychology
Advisor Name Title
Prof C Wagner Supervisor
  • secondary analysis
  • qualitative research
  • hermeneutic phenomenology
  • lived reality
  • media psychology
  • soap opera
  • market research
Date 2010-04-22
Availability unrestricted

The research was based on a secondary analysis of a qualitative market research study conducted for the SABC on the soap opera Isidingo. The data used in the study includes 10 focus groups, five diaries of loyal soap opera viewers who were asked not to watch Isidingo for a week and keep a record of their experience, a focus group conducted with these viewers after the completion of the deprivation exercise, the market researcherís field notes, the market research report and the academic researcherís own reflective diary. The analysis was conducted within a hermeneutic phenomenological interpretive framework. A model for the psychological processes that culminate in positive viewing experiences and audience loyalty to a soap opera is presented. The model illustrates how viewers use soap world knowledge and real world knowledge to interpret the characters and storylines of soap operas and that the degree of enjoyment the viewer experiences from viewing, is dependant on the quality of the mental models formed of these respective components. The role that transportation, realism, social influences and timeslot play in the engagement process is also defined. The study illustrates a hermeneutic phenomenological research pathway for qualitative research and demonstrates how market research can be explicated for academic gain.

Copyright © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

De Kock, J 2010, A psychological enquiry into the processes that culminate in positive viewing experiences and subsequent audience loyalty to a soap opera, MA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-08052010-170604/ >


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