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CHAPTER V
THE RESULTS
This research has as an overall goal to investigate the use of
Brazilian telenovelas as a medium to disseminate knowledge about
different cultures and customs. The primary object of the study
is the qualitative content analysis of messages posted in the “EL
Clon” telenovela-world forum with reference to the Muslim
cultural theme explored by the telenovela. The theoretical framework
overarching this study is the combination of Bandura’s social
learning/cognitive theory and Freire’s dialogical/participatory
communication.
To operationalize the study, a qualitative content analysis is undertaken
utilizing the sub-dimension parasocial interaction model proposed
by Sood & Rodgers (2000). The messages are analyzed in order
to investigate how forum participants engage in the discussion brought
by the telenovela, in light of the proposed parasocial sub-dimensions:
affective, cognitive, and behavioral interactions, and critical
and referential involvement. Therefore, the research questions that
guide this study are:
1. How did participants express affective interaction to the cultural
thematic and characters that symbolized or portrayed the Muslim
culture in the telenovela “El Clon”?
2. How did forum participants verbalize cognitive interaction in
relation to the Muslim cultural issues portrayed in the telenovela
“El Clon”?
3. How did forum participants express behavioral interaction in
relation to the Muslim cultural thematic presented by the telenovela
“El Clon”?
4. How did forum participants disclose and report referential involvement
to the Muslim cultural thematic presented by the telenovela “El
Clon”?
5. How did forum participants express critical involvement, report
opposing views, or agree upon the cultural thematic presented by
the telenovela “El Clon”?
This chapter will present the discussion of the research findings
in response to the aforementioned research questions.
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