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Significance of the Study



Studies have demonstrated how television can perpetuate stereotypes and foster prejudice towards specific social groups. On the other hand, television can also help to counteract prejudicial attitudes depending on how the groups are presented. With the perspective that there are positive and negative interactions among different social groups in the world today, it is crucial to understand how television may contribute to the dissemination of knowledge about other countries and customs, perhaps breaking stereotypes and helping to counteract prejudices (Graves, 1999).

Miguel Sabido (1989) studied the effects of a Peruvian telenovela “Simplemente Maria” (Simply Mary) on its audience and based on his observations, he elaborated on the concept of entertainment-education. Entertainment-education is the intentional combination of an entertainment activity along with an embedded educational message. This strategy now has expanded beyond the telenovelas to include all forms of entertainment. Brazilian telenovelas have been incorporating different educational messages in their narrative since 1971-1972 with “Meu Pedacinho de Chão" (My Small Piece of Land). This process named social-merchandising in Brazil, claims to have contributed to the discussion of different themes approached by the novelas (Fernandes, 1994). It also corroborates Singhal & Rogers (1988) argument that the demonstrated effectiveness of the entertainment-education strategy is in creating knowledge about an issue.

The aftermath of September 11, 2001 stirred many anti-Muslim/Arab sentiments. Given the wide penetration of telenovelas in the global market, this study proposes to investigate the Brazilian telenovela “El Clon” as a medium to disseminate knowledge about Muslim culture.

This study might be beneficial to governmental or non-profit agencies that have the intention of promoting multicultural education and understanding, as they may consider alternatives to disseminate cultural knowledge. This research might also be beneficial to organizations that intend to utilize entertainment-education soap operas with the intent of health promotion, or any other pro-social initiative, as it proposes a combination of theories that include social learning/cognitive theory and participatory communication as a way to promote dialogue and critical thinking.




 



 


Table of Contents

Acknowledgements / Dedication - Abstract

CHAPETER 1- INTRODUCTION
01-02-03-04-05-06-07-08-09

CHAPTER II - REVIEW OF THE LITERATURE




Acknowledgements / Dedication -

Abstract


CHAPETER 1- INTRODUCTION

CHAPTER II - REVIEW OF THE LITERATURE

CHAPTER III - THEORETICAL FRAMEWORK

CHAPTER IV - THE STUDY

CHAPTER V - THE RESULTS

CHAPTER VI - CONCLUSION

APPENDIX - MESSAGES STUDIED

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