Assessing the impact of loal content policy on youth culture in Mbare Harae: the case of Youth.com

• Main Author: Mabika, Memory
• Format: Others
• Language: English
• Published: University of Fort Hare 2009
• Subjects: Television and youth > Zimbabwe; Television programs > Zimbabwe; Television > Psychological aspects
• Online Access: http://hdl.handle.net/10353/d1001275

The study sought to establish the impact of using the local content policy in reducing television cultural influences on Mbare youth in Zimbabwe. It is assumed that television has ideological and hegemonic functions which have come to dominate the life styles of the youths on issues of dress styles, musical tastes and language, thus threatening and weakening the long established local cultures. Hence the Zimbabwean government’s local content policy was established to reduce influences of alien cultures. This study, therefore, sought to establish if Mbare youth cultures confirm or reject the imitation of television cultures with regard to dress styles, music tastes and language. In addition, the investigation aimed at establishing the feasibility of using the local content policy to reduce foreign cultural intrusions vis-à-vis globalisation challenges. The three theories utilised in the discussion of the influence of television on Mbare youth culture in this study include the cultivation theory, the theory of hegemony and the uses and gratification theory. A qualitative study was adopted to gather data using focus group discussions, questionnaires and semiotic analysis. The sample of the study consisted of 87 participants and 4 Youth.com programmes. The study revealed that television has ideological and hegemonic functions. As such, it tends to be a dominant influence on the life styles and culture of Mbare youths. The study also established that Youth.com influences youth culture through music. In Zimbabwe music has become the most influential aspect of Youth.com despite not being specified in the local content policy on television broadcasting. Furthermore, the study shows that the implications of globalisation on local television content are undermining government efforts to preserve local cultures through the local content policy. The primary reason for this has to do with the fact that Youth.com programme does not contain a higher quota of local content as stipulated in the policy. However, although the local content policy was viewed as a political gimmick, the the study revealed that it was necessary in view of youths’ vulnerability to television’s ideological and hegemonic influences. Nevertheless, in view of the loopholes revealed by this study, the policy requires to be revised to cater for all the essential cultural elements, such as, music, which are allowing alien cultures to penetrate local ways of life. For instance, the urban groove music has major impacts on the culture of Mbare youths.